10 Awesome B2B Landing Pages To Learn From
Chances are your customers will leave your site within eight seconds if your landing page fails to make an impression.
You won’t find a tried-and-tested formula for creating the perfect landing page. But it’s also true that you generate more traffic and boost performance by making your landing pages more SEO-friendly.
The best B2B landing pages have a single, simple motto – capturing lead information that your sales team can later follow up on. These are different from B2C landing pages too. For the former, landing pages don’t need to make a sale, but they shouldn’t be a copy of your homepage either.
They can be used for scheduling meetings for a discovery session, inviting potential clients to industry-related events like trade fairs, and so on. Additionally, this can also be useful for attracting smaller B2B clients or business owners who are researching online for ways to solve their pain points.
During the creation process, you need to figure out the answers to six things related to your target audience: the who, the what, the where, the when, the why, and the how.
Every business is unique, which creates a need for customization on the company's end. At the same time, you should consider multiple other factors when working on your own brand, such as target audience, your product or service offering, and so on.
For instance, instead of presenting your visitors with a text-heavy and technical webpage, you can talk about the benefits of your products or services. It’s also crucial to not overload B2B landing pages with unnecessary details and instead add impactful statements, such as statistics, testimonials, and product benefits, to establish your company as the industry leader.
This is exactly why we decided to discuss ten inspirational examples of awesome B2B landing pages that will help your team maximize traffic and generate high-quality leads.
Let’s take a quick look!
Why it works: An easy first step to getting a free trial that is located right at the top of the page.
Shopify has a proven security track record, making it a very popular platform among e-commerce retailers. While this drastically reduces hacking possibilities, you still need to figure out creative ways to drive traffic to the page you sell on.
For this purpose, it’s crucial for you to ask your prospects the right questions. It can be tempting to ask them every little detail to make lead scoring easier, but it just isn’t a viable option, especially when you think from the customer's perspective.
In fact, asking too many questions will only make your prospect click away, which is why the no-nonsense landing page of Shopify ticks all the right boxes. Instead of asking a plethora of essential and non-essential questions, it asks the prospects to simply enter their email address, and voila – they get a free trial!
Plus, you can always collect additional information from your leads later on during the sales process. Keep in mind that the main job of your landing page should always be to capture the visitors' email addresses.
Why it works: A constantly changing top portion that consists of six slides – each one of which includes eye-catching and specific call-to-action (CTA) buttons.
If you have been looking for an online business data backup solution to have a 24/7 access to data and files, chances are you might already be familiar with the name, Acronis. However, a little known fact is how well designed the landing page of the website is.
While the majority of the page uses blue and white, the clickable CTA buttons are green in color. This well-thought design instantly makes the buttons stand out.
Moreover, a concise explanation of the brand’s services, their benefits, awards, and testimonials serve as excellent additions that help to gain a prospect’s trust.
Why it works: It helps to segment your leads via the landing page – right from the very beginning.
It can be very tricky to educate your visitors about the benefits of your B2B product if they aren’t aware of what they want in the first place. This is also one of the biggest challenges faced by SaaS platforms. You see, nearly 44% of SaaS providers offer free trials of products having different use cases, and most have multiple target audiences as well.
This also means that if you try explaining every single one of your services on your landing page, not only will it take up a lot of space, it may also backfire completely, especially since you may not be able to get the point across successfully.
HubSpot has come up with an effective solution to combat this problem.
Rather than explaining how the different segments can use their products and services, HubSpot has created a landing page that directs every segment into their own personalized demo. Each one of them has been tailor-made to suit their needs and requirements, allowing you to deliver personalized content for higher conversions.
Why it works: The new and smart positioning of data, along with strong social proof and case studies.
Slack’s landing page is one of the best examples of combining the best landing page practices to enhance the effectiveness of the whole process of driving traffic and boosting sales.
It makes use of a bold and direct headline, a simple single-field submission form, strong supporting subsections, and an impactful hero image.
However, it’s when you scroll below and see the dream clientele of the platform that blows your mind. Zapier, Lyft, Airbnb, Shopify, Trivago, Vodafone, The Times – the list goes on! Additionally, each of these companies gives testimonials that act as immediate trust builders. Adding social proof to your landing page can be an excellent way to win the trust of your customers and get high quality leads.
You‘ll also find concise descriptions and images of some of the key features of the platform, along with the list of integration possibilities offered by Slack.
Why it works: Utilizing the “less is more“ concept, this project management platform leverages the benefits of its features in a simple yet effective manner.
With eye-catching CTA buttons, a single bold headline, and some subtext, Asana‘s landing page is minimalism at its best. Clicking on the CTA button will direct the visitors to a page with a single-field submission form that they can then use to create a free account.
Also, we have to point out that mentioning the word “free“ adds to the appeal of trying out the platform’s services.
Asana can be particularly useful for B2B owners since it facilitates better workload management and reporting, which is precisely why it’s so popular.
Plus, since it provides a single view of team bandwidth, managers are able to make informed staffing decisions and rebalance workloads if needed. Requesting and giving approvals, tracking information, and setting, tracking, and managing current company goals are other benefits of the platform.
You can also get key insights into the various ways the product management software can help streamline your marketing and lead generation campaigns while simultaneously boosting productivity.
Why it works: The platform aims to solve the pain points of its target customers by adopting a customer-centric marketing approach.
The only way to convert your visitors into leads is by showing them they are at the right place to solve problems they care about the most. This is particularly true in the world of B2B as decision-makers have unique business problems, which require tailor-made solutions.
ActiveCampaign explicitly mentions what it can do for its customers right from the beginning – by showing them how it has the perfect solution to help the visitor automate customer experience.
Moreover, it has created various segments to help the visitors understand how every offering of the platform can help them. So visitors who are looking to provide a more customized experience to their segmented target customers will definitely be tempted to give ActiveCampaign a try.
Why it works: You don’t have to scroll through the landing page – all the information is presented to you as soon as you click on the website‘s link.
Webflow uses a smart color palette for its landing page, a flashy headline, and some subtext that tells the reader about what the platform can offer. All the information is presented in a concise manner that allows you to read through everything without losing interest.
As the landing page is shorter, it makes a good first impression on visitors to do quick loading times.
Right at the bottom, you’ll see a horizontal list of all the other companies who‘ve trusted Webflow with their websites. Names like NASA, CBS, MTV, and Dell, to name a few, create social proof, and also make the brand look experienced.
Why it works: The platform used an easy-to-fill submission form to generate leads. The perk for visitors? A free demo of the services offered by Automation Anywhere.
Automation Anywhere has made a name for itself by providing end-to-end RPA and having a consistent history of growth, among other services, that can help business owners automate operations.
As for the landing page, in particular, the first thing that you see is how the platform has a no-nonsense design. Instead of focusing on gaudy or over the top design tactics, the platform uses a simple, mostly white backdrop.
It also has a basic submission form – one that includes vital questions, such as the number of employees, job level, and so on. This will allow the sales team of Automation Anywhere to filter the clients according to priority and focus more on hot leads.
Additionally, the simplicity of the submission form eliminates potential resistance from visitors when filling in details, which is a common factor that causes them to bounce from the page without converting.
As the demo is for an advanced business automation software, the slightly longer length of the submission form is necessary. You see, business automation software is a product that warrants more than one email from a visitor.
Why it works: The platform helps visitors understand a complex idea about how they can schedule people, equipment, and other online resources by showing them a video.
One of the biggest leverages of B2B products and services is their capability to solve complex problems. This is also a primary reason why B2B decision-makers are ready to pay a higher price – their only concern is for the offering to solve the issue at hand.
That being said, landing pages have to be designed in a manner that makes it easier for potential customers to understand features and benefits to drive conversions. One of the best ways to do this is through visual elements, such as videos, images, animations, or anything similar.
One of the best examples of this practice is the landing page of Resource Guru.
Once you click on the link, you will see a large play button located on the left-hand side of the screen. Pressing this play button is intuitive, which will immediately launch a high-quality explainer video. At the end of the video, the prospects are requested to carry out an action.
Additionally, you should reiterate all the core points from your explainer video on your landing page in the text. This will help in cases where the prospect may not pay full attention to the video or have a low play rate – think of it as a backup option. So your prospect will still be able to learn about your offer by going through the text.
Why it works: The company opts for a direct approach and tells the prospective visitors that they can request a quote in just 30 seconds, right off the bat.
If there are two things that a landing page should be, it should be clear and crisp. Armor is a classic example of a B2B landing page that embodies this to perfection. It makes it easier for visitors to learn more about their services and offers them several contact options to get in touch.
You’ll find customer support numbers mentioned right at the top of the page, whereas the bottom part uses headers and subsection to define ways the platform can help simplify HIPAA compliance along with its set-up solution.
One thing that Armor lacks, but we would highly recommend, is installing a chatbot. Doing this gives your visitors 24/7 customer support, which, in turn, increases the possibility of customer conversion and satisfaction. In fact, 20% of owners have already started incorporating chatbots into their marketing strategies.
The whole backdrop is dominated by white, and the text is black. But crucial considerations like the brand logo, CTA button, pricing tool, and so on have an eye-catching orange color. The contrasting color instantly makes the visitor take note of these considerations.
Conclusion – Landing Pages are a Necessity for Every Successful B2B Marketing Campaign
Landing pages include several things – from testimonials to product features and benefits – that make it an excellent tool to make your customer acquisition process more efficient and streamlined.
Hence, you should do your best to build a successful B2B landing page after incorporating essential elements and implying best practices to get a higher ROI on your marketing investments.
You can use them for building sales funnels for prospecting and generating quality leads, as well as enhance marketing actions to streamline your business processes and grow your business.
Once you get the landing page formula right, there’s nothing that can stop your company’s growth.