11 Examples of High-Converting B2B Landing Pages

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.

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.

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.

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.

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.