B2B products and services can be difficult to fully capture on a landing page.
But building a successful B2B page boils down to a few key things:
- Creating an engaging experience that makes prospects acutely aware of the problem you solve
- Promoting your offer clearly and simply, and
- Cleverly leading visitors through consideration, towards conversion.
To help you better understand what makes an effective B2B landing page, below are some landing pages doing a great job. Scroll through the examples to see what they do especially well, and how you can take their techniques to the next level.
1. PIM on Cloud
Best practice to steal: Where appropriate, bring prospects through several stages of the customer journey.
Sales cycles vary per industry, sure, but the process always starts with building interest and (ideally) ends with a purchase decision. Designed properly, some landing pages can take readers through each of these stages as they scroll from top to bottom. PIM on Cloud’s long-form landing page does this really well.
This brand builds awareness by offering a description of their service (in the first two page sections), they guide prospects through consideration with a list of features and benefits, and then drive conversions by detailing available plans alongside their calls to action (i.e. “Choose plan” or “Ask for pricing”, respectively).
2. Resource Guru
Best practice to steal: Help prospects visualize a complex idea.
Many B2B products and services solve complex problems. As a result, landing pages need to be designed in such a way that they make it easy for potential customers to understand features and benefits. One way to do this is to incorporate visual elements like videos, images, and even animations—all of which can help drive conversions. According to Eyeview, using a video on your landing page can increase conversions by up to 80%.
Tip: instead of a simple play button, this landing page could have benefitted from including a video thumbnail featuring people’s faces. Visually compelling thumbnails that align with your video’s content can actually increase play rate.
Best practice to steal: Include the right kind of proof to build trust and credibility.
Blink’s landing page above relies heavily on testimonials and a list of select, high-profile clients, which are presented immediately below their contact form. Also, rather than diving into product features, Blink backs up their expertise by showcasing industry awards.
Tip: although testimonials, logos, and other social proof are effective, it’s worth noting that Blink misses the opportunity to (immediately) explain what they actually do for customers at the start of this page.
If your company’s offerings are at the very bottom, as they are on Blink’s landing page, visitors may click away without context. Overall, make sure your pages get into the details of what you do before explaining why you’re the best at doing it.
Best practice to steal: The rule of three works great for layouts and benefit copy.
The digital asset management company applies the rule of three when presenting their key benefits and testimonials. This clear, concise, and easy-to-consume structure is also key to the landing page’s successful layout: it introduces the product, backs up their claims with stats, and provides an easy way for prospects to request a demo. The easier visitors can consume and retain the content on your landing page, the better equipped they are to make a decision to purchase. They’re also more likely to keep scrolling instead of being overwhelmed by too much info.
Tip: Headline clarity is key, and you only have the first few words of anything to convince people to keep reading. MediaValet could have benefited from using a variation of their sub-headline (“Organize your assets, marketing content and media in one central location with digital asset management.”) as their primary headline to make their product offer that much more obvious.
5. Vivonet Kiosk
Best practice to steal: A floating CTA button gives you a greater chance to convert.
Vivonet Kiosk uses a floating CTA button that follows visitors as they scroll down the page. No matter where they’re at, the “Talk to Us About Kiosks” button remains in the bottom right-hand corner of their screen.
Best practice to steal: Have a conversation with your prospects.
Since Unbounce markets to marketers, they wanted to overcome the hardened shell of skepticism that so many of us develop when it comes to other people’s campaigns. So this landing page uses a conversational framework to build trust. It offers a straightforward rundown of both the problem—running ads has become increasingly pricey—and the solution before it ever pitches the platform. And the inclusion of a chatbot invites to ask questions they don’t cover, keeping the conversation going.
You need to be aware of the stage your potential customers are in.
- Are they aware of their problem but not the solution?
- Aware of the solution but not your company?
- Aware of your company?
These are very different stages. And you need to address them very differently.
If someone knows they have a problem but don’t yet know if it’s even possible to solve, they are very different from someone who knows the problem, the possible solution, knows your company and maybe is only looking for the best price or deal.
PS. Ideally, you would send visitors at different stages of awareness to different landing pages. But you don’t always have that luxury.