11 Examples of High-Converting B2B Landing Pages
The customer journey in B2B usually takes some time to reach its destination – the purchase. Every step of the way is important, and a landing page is no exception here.
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.
Let’s take a look at best practices for B2B landing pages and 11 examples that will help your team maximize traffic and generate high-quality leads.
B2B Landing Page Best Practices
It would be wise to start with what to do if you want your B2B landing page to convert as well as possible. While there is no sure-fire recipe that makes that happen, you can use these three rules to maximize your chances of conversion.
Focus on How You Can Solve the Business’ Problem
What you sell is important to you, and you would like that to matter to your potential customers. The thing is, most businesses aren't focused on solutions for solutions' sake. Every tool has a purpose, and it's usually to make life easier somehow. Whether it's solving a problem, cut costs, or accelerate a certain process, it's what provides relief for a business that's worth spending money on.
It should be clear that your business is aware of the issues of your potential customers and that it knows how to deal with them. If you manage to communicate that effectively from the very start, you will capture the attention and interest of your visitors. From there, the journey to becoming a customer gets a lot shorter.
Avoid Multiple CTAs
This one is a bit cut and dried. Every landing page needs a goal, but there can only be one. Let's explore that idea bit further, shall we? What drives your visitors to fulfill this one-and-only goal? The copy? Sure. The images? Definitely. But there is another element that simply cannot be overstated – the Call to Action button.
It's what the visitors click in order to convert. As a result, there can be no confusion around your CTA button. In fact, you only need one button on the entire page. If your landing page is long, you can add links that will scroll to the CTA button or the lead gen form (which will contain... you guessed it, the CTA).
Make Taking the Next Step Easy for the User
In some instances, a landing page is the first point of contact between your visitor and your business. They may have never heard of you before, so what you ask of them to do once they get acquainted with the contents of the page can make a world of difference.
Generally speaking, the action you would like them to perform should be appropriate to their position in the funnel as well as your offer. Furthermore, the message must be clear, and the CTA button – as accessible as possible. No one is going to waste their time looking for a button or make deductions as to what you might want them to do. The easier it is to convert, the more likely it is to happen.
Examples of B2B Landing Pages
There’s no one-size-fits-all answer to designing the perfect landing page, but the successful ones have many traits in common. Let’s explore specific examples of B2B landing pages and what makes them so effective.
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: The call to action (CTA) buttons are adjusted to the personas that might be interested in the service.
If you have been looking for an online business data backup solution to have 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, and customers serve as excellent additions that help to gain a prospect’s trust.
Why it works: HubSpot's page 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 the right use of visuals and clever use transitions from one section to the next.
Slack’s landing page shows the product in use right from the start. The entire page is dominated by images and animations of the software. The copy is scarce, but every sentence is useful to the visitors.
Even though there are no testimonials on the page anymore, the number of businesses that use Slack is displayed proudly right under the main header. There are some logos that surround the hero image, so you can get a glimpse of the types of businesses that have decided to use the tool.
The hero section has two CTA buttons. Both allow the visitors to start a free trial, although a "Talk to Sales" button can also be seen further down the page.
Why it works:
The hero section has a simple vibe to it: a headline, a description, an image, and CTA buttons. There is no need to overcomplicate it, and Asana's page does it right. 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.
The use of images of customer teams in the hero section is a creative technique. Every time you refresh the page, you see a different team and what it uses the tool for.
Further down the page, the visitors are greeted with tons of images and animations of the product, with descriptions of its use.
Asana can be particularly useful for B2B owners since it facilitates better workload management and reporting, which is precisely why it’s so popular.
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 ActiveCampaign 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 the 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's page has the right idea when it comes to the CTA button. Every section ends with a "Get started – it's free" button. There is even a section that explains the company's approach to the free trial, which is rather unique and serves as one of Webflow's USPs.
The headline is catchy and it conveys the core message. 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 Rakuten, Zendesk, Upwork, and Dell, to name a few, create social proof, and also make the brand look experienced.
8. Automation Anywhere
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.
9. Resource Guru
Why it works: ResourceGuru helps visitors understand a complex idea about how they can schedule people, equipment, and other online resources by showing them a video.
The first thing that catches the eye is the use of warm and vivid colors throughout the page. Even the parts with the standard white backdrop are often admonished with colorful shapes. It's a visually appealing proposition.
The hero section has been optimized to perfection. A catchy header with a short and clear description, a video right next to it, and the CTA. The only field in the form is the email address and the button. It's all very simple.
The page puts a lot of emphasis on its current clients. A small section with prominent companies that use ResourceGuru (NASA, IKEA, Virgin Media, and more), testimonials in text and video format, customer-related industry awards – all of that creates an impression of an established and successful business and might be one of the convincing factors for conversion.
The benefits and integrations use copy and images to convey the desired messages, and most of the graphics feature the product itself, which is always a good thing.
Another thing that ResourceGuru does right is including the CTA section at the bottom of the page, although there is a lot of content between the hero section and the end, so it would be wise to include it somewhere else on the page, too.
Why it works: The company explains its services in a simple manner, turning complex issues of cyber security into something more digestible.
The CTA "Become a partner" is far from the industry standard, but it gives off a positive feeling. The visitors feel like partners rather than customers, which is a completely different role.
Using badges from industry awards, both technical and related to customer services is a good idea. It shows that the company has the tech figured out, but customers aren't left behind.
The page features lots of ways to get its message across. Stats, options, benefits. Each section has a different layout, which makes the viewing experience clear.
The testimonial is always a sound idea in B2B landing pages, and this example is no different.
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.
Why it works: The landing page for the work management tool is very specific about its target audience in the hero copy. The "number 1" claim is hard to verify objectively, but it does instill a sense of trust in the tool.
The page features plenty of images of the product in use, which are accompanied by copy explaining what the software offers and what the benefits are.
Atlassian has decided to include a short box with the pricing plans on the page, so the visitors can get a good estimate of how much it would cost to start using Jira in their business.
There are a few things that could be done a bit better. While the page is comprehensive and touches on a lot of points, it takes way too much scrolling to get through the entire thing. The pricing, which is one of the most important pieces of information, is located almost at the very bottom of the page. Furthermore, there are a lot of links to other pages, which can cause a distraction.
Build Effective B2B Landing Pages
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.
You can build a successful B2B landing page by incorporating essential elements and best practices, which result in a higher ROI on your marketing investments.
Sign up for a free trial with Landingi and build high-converting B2B landing pages that will generate leads and help site visitors take action.