A B2B touchdown web page may help or damage your conversions. Study from these examples and consultants on methods to make your touchdown web page improve leads and income.
Right here, you’ll discover:
- What is a B2B landing page?
- 20 of the best B2B landing pages around
- B2B landing page design: what to include (plus a free checklist)
Discovering the precise clients for what you are promoting might be difficult.
You need to entice clients to your web site, present your distinctive worth, construct belief, and drive curiosity in your services or products.
A high-quality B2B touchdown web page can obtain this. It guides ready-to-buy guests to take a specific motion, equivalent to join a free trial or obtain a free useful resource.
Your B2B touchdown web page is sort of a salesperson who by no means sleeps (or name in sick).
Plus it really works for all B2B sectors, so software-as-a-service (SaaS) corporations and digital advertising and marketing companies can use touchdown pages to develop their enterprise.
New to B2B touchdown pages? This information will speak fundamentals, present tricks to create pages that convert goal clients, and showcase examples of the perfect B2B touchdown pages round.
What’s a B2B touchdown web page?
A B2B touchdown web page is an internet web page designed for a selected target market with the purpose to transform them right into a lead or buyer.
B2B corporations use them to advertise a product, service, or marketing campaign to people working with corporations in that match their buyer profile, equivalent to C-suit executives, salespeople, and different stakeholders that might both use the product/service or have the ability to approve the acquisition
We requested Sam Yadegar, CEO at HawkSEM, to offer his ideas on the advantages of a high-quality touchdown web page for B2B corporations:
“Touchdown pages are an important a part of the conversion funnel, the primary collateral that turns a customer to a buyer,” explains Yadegar. “You need to make certain whoever manages your advertising and marketing campaigns, whether or not they’re in-house or company, is savvy to touchdown pages and spends time making certain the conversion charge is as excessive as attainable.”
B2B touchdown pages have a single name to motion or CTA — like purchase now, begin your free trial, or register for a webinar.
A B2B touchdown web page is totally different from a homepage. A homepage has a number of goals, for instance, encouraging clients to take a look at services and products or join a publication. Conversely, a touchdown web page solely has one intention. A house web page additionally doesn’t speak to at least one buyer, like a touchdown web page does, because it’s geared in the direction of a number of buyer personas (e.g., CEOs, salespeople, and entrepreneurs)
Most manufacturers depend on web optimization to drive site visitors to their residence web page, whereas pay-per-click (PPC) promoting (e.g., Google Ads) drives consideration and site visitors to touchdown pages.
20 of the perfect B2B touchdown pages round
How do you get inspiration for B2B touchdown web page design?
One choice is to research the touchdown pages of B2B companies in the identical vertical as you.
Listed below are 20 B2B touchdown web page examples we love. We have a look at what these B2B corporations do nicely, and if acceptable, establish any points that could possibly be improved.
Need extra inspiration? Take a look at 15 fabulous landing pages designed for lead technology!
- Wrike
- WordStream
- Klaviyo
- Typeform
- Wix
- Let’s Talk Talent
- TikTok for Business
- Job Logic
- Amazon Business
- RingCentral
- Ping Identity
- Dropbox
- Plytix
- LinkedIn Marketing Solutions
- New Relic
- Upwork
- SAP Concur
- Conductor
- Uber for Business
- Xero
1. Wrike
Movies can drive engagement in your B2B touchdown web page. Wrike’s SaaS touchdown web page comprises animations each above the fold and beneath the fold, exhibiting potential clients how straightforward and quick it’s to finish duties.
We additionally just like the ‘jump-to’ hyperlinks beneath the logos, which assist prospects shortly discover the options which are related to them.
2. WordStream
Thanks touchdown pages encourage clients to hold out a selected name to motion. Because the buyer has already taken motion to work together along with your model, they’re extra more likely to perform further actions.
Take this instance from WordStream. The client downloaded one in all its free stories about PPC promoting, so that they’re supplied a free Google Advertisements efficiency report. The headline is obvious, and the photographs present clients what they will anticipate from signing up.
The one factor we’d doubtlessly change about this web page’s design is including extra colour to encourage conversions. A vivid flash of blue or inexperienced on the prime of the web page will encourage clients to maintain studying all the best way to the tip.
3. Klaviyo
It’s okay to be slightly bit cheeky in your B2B touchdown web page design while you perceive your clients. That is what Klaviyo did.
To supply context, the hyperlink to this touchdown web page appeared as a Google Advert following a search question for Klaviyo’s largest rival, MailChimp. The purpose is to focus on individuals researching MailChimp, advising them that there are different choices out there.
The web page is daring and intense. The colour scheme is eye-catching. The photographs present the advantages of segmentation. The copy is obvious and talks intimately about how Klaviyo may help what you are promoting.
It additionally exhibits its awards gained as belief alerts. Beneath the worth proposition and name to motion button, Klaviyo particulars why it’s higher than MailChimp and what clients can anticipate after signing up.
4. Typeform
When promoting a B2B product, use your touchdown web page to point out, not inform what you are able to do.
Typeform’s web page design is straightforward and clear, with minimal navigation. The primary focus of the web page is the interactive Typeform demo. It permits potential clients to tinker with it to see how the varieties work and which options make Typeform stand out from the gang.
5. Wix
We love the header on Wix’s B2B touchdown web page: “It’s greater than a web site. It’s your future.” It’s robust, impactful, and encourages potential clients to think about how their future eCommerce web site might look.
The touchdown web page solely asks for an electronic mail, and reassures the prospect that it’s free to enroll, shortly eliminating any potential objections they might have.
6. Let’s Speak Expertise
B2B touchdown pages can result in implausible outcomes for what you are promoting, it doesn’t matter what trade you’re in. We spoke to the Advertising and marketing Director, Charlie Southwell, at Let’s Talk Talent a few B2B lead technology touchdown web page set as much as promote an HR technique whitepaper.
By requesting contact particulars for entry to the whitepaper, Let’s Speak Expertise generates and qualifies leads for its consultancy service.
“CRO testing has been important, and we’ve made a number of tweaks so the web page generates as many leads as attainable. For instance, we discovered {that a} darkish background led to extra conversions than a white background, which isn’t what we anticipated.”
He notes that the web page generates a number of leads for his or her enterprise.
“The whitepaper was downloaded over 3,000 occasions because it was revealed in October 2020 and delivers an distinctive conversion charge of over 50%,” continues Southwell. “It additionally sometimes ranks within the prime two for”‘HR technique whitepaper” in Google.”
7. TikTok for Enterprise
Some touchdown pages are overly lengthy, however the TikTok for Business touchdown web page is brief and to the purpose. It concisely explains what TikTok is, what the advantages are, and encourages you to get began immediately. All the important thing data is positioned above the fold.
The one difficulty was {that a} pop-up appeared as quickly because the web page loaded, asking us to create a TikTok account.
Pop-ups might be useful in some circumstances. For instance, they may help hold clients on a touchdown web page in the event that they attempt to go away. Nonetheless, a pop-up showing very first thing contributes to a poor consumer expertise. It Could possibly be a serious deterrent to some potential clients, resulting in a excessive bounce rate.
8. Job Logic
One factor we like in regards to the Job Logic touchdown web page is the copywriting behind the web page. “Improve”. “Empower”. “Exceed”. This web page does a superb job of selling the advantages that clients can see reasonably than the options.
Nonetheless, this web page could be very busy. There are two totally different CTAs, hyperlinks to smartphone apps, and even a banner selling a prize draw. It’s greatest to stay to at least one call-to-action to keep away from complicated clients.
9. Amazon Enterprise
Consistency is essential for touchdown pages. By utilizing your model’s colour scheme, typography, and imagery, in addition to your emblem, you possibly can instill a way of belief and assist clients acknowledge {that a} touchdown web page belongs to you. That is one thing that Amazon Business does nicely.
This web page is brief and candy, clearly detailing the advantages of signing up for an account. There are additionally three name to motion buttons above the fold, which means loads of alternatives for individuals to transform.
10. RingCentral
The Ring Central B2B touchdown web page is concise, and lists all the advantages in plain sight. We like that the touchdown web page gives clear pricing, in addition to a spread of opinions for transparency.
On this touchdown web page, the shape is on the left-hand facet of the web page reasonably than the precise. Ring Central possible carried out intensive conversion charge optimization to find out the place it ought to place the shape for extra conversions. Heat mapping is a wonderful approach to see which sections of your web page clients work together with essentially the most.
11. Ping Identification
This touchdown web page works nicely because it’s extremely focused. Ping Identity understands what its target market’s primary ache level is – excessive renewal prices.
It pushes its worth proposition, which is that it’s reasonably priced and straightforward emigrate to. The crimson colour scheme and picture of a stressed-out buyer are highly effective alerts that showcase the potential scenario a customer is likely to be in.
12. Dropbox
Do you know {that a} pricing web page is technically a touchdown web page? It is because the only real goal of a pricing web page is to encourage potential clients to join a plan.
Right here is Dropbox’s pricing plan web page, which we like as a result of it’s clear and straightforward to grasp, which means extra probabilities of potential clients staying on the web page. There’s additionally further details about options beneath the fold on the backside of the web page, for purchasers who need to know extra earlier than making a purchase order.
13. Plytix
Product data administration (PIM) software program might be onerous to wrap your head round. That’s why we just like the Plytix B2B touchdown web page. There’s a big video on the prime of the web page, exhibiting how the software program works.
It’s additionally nice to see belief alerts within the type of awards gained. This exhibits that Plytix is trusted and valued not simply by trade specialists, however clients.
14. LinkedIn Advertising and marketing Options
The headline on this B2B web page is a curious one: “The place your adverts B2BELONG.” It’s important to know your target market completely earlier than trying puns or play on phrases, simply in case they don’t get the joke.
Nonetheless, we’re positive LinkedIn Marketing Solutions has completed plenty of testing and has the CRO analytics to again this up.
Whereas the stats beneath the CTA are a pleasant contact, we’d watch out about utilizing stats from too way back (not more than two years). Advert advertising and marketing strikes shortly, and statistics like these can shortly age.
15. New Relic
Utilizing a query in your headline is a precarious technique. Whereas it may draw a potential buyer in, it may additionally flip them away. Nonetheless, we consider the danger pays off for New Relic.
One other factor we like about this web page is the convenience of sign-up. In addition to with the ability to enroll with Google, potential clients can use Github, Gitlab, and Bitbucket. By eradicating as many roadblocks as attainable, you’re rising your conversion charge potential.
16. Upwork
Typically you solely have a normal concept of who your target market is and don’t have any specifics. That is one thing the Upwork B2B touchdown web page handles nicely.
It has a transparent CTA button encouraging potential clients to get began, and gives details about the totally different sectors prospects can rent in, from IT to advertising and marketing. The star ranking additionally gives stable social proof.
One factor we didn’t like about this touchdown web page is that we obtained a pop-up asking us to join the Upwork publication. It’s essential to have as few distractions as attainable in your touchdown web page.
If you wish to nurture heat leads, you need to use an electronic mail subscription exit-intent pop-up (seems while you attempt to go away with out changing), to seize leads.
17. SAP Concur
Thorough CRO auditing is crucial to the success of any B2B touchdown web page. Wanting on the SAP Concur touchdown web page, each ingredient appears to be like prefer it has been completely examined to maximise conversions.
There’s a transparent header, a exact worth proposition, and plenty of tangible stats to present potential clients the arrogance wanted to transform. There’s additionally a brief video to introduce viewers to the system and the way it works.
18. Conductor
The Conductor touchdown web page has a novel design alternative in that the “Conductor’s Natural Advertising and marketing Platform” tagline is in blue, prefer it was highlighted with a mouse click on. We assume that Conductor trialed this utilizing CRO and noticed nice outcomes (or is testing it out).
We love the product tour video, one-field kind to get began, and the optimistic language all through: “The whole lot you must win”.
19. Uber for Enterprise
Like Amazon for Enterprise, which we checked out earlier, the Uber for Business touchdown web page is direct and to the purpose, with a stable headline. As a family identify, it’s possible that many individuals who entry this B2B touchdown web page don’t want convincing of Uber’s advantages.
One critique of this web page, and it’s one thing we’ve seen on a number of B2B touchdown web page designs, is the variety of hyperlinks. There are 26 hyperlinks right here, which means 26 other ways for a potential buyer to desert this touchdown web page.
20. Xero
Accounting is often seen as a proper and conventional trade, which is why we love the informal and trendy model of the Xero touchdown web page. It’s clear that Xero understands its target market and the options they need from their accounting software program.
We like that Xero exhibits social proof as opinions, however not all are excellent. This gives transparency which many potential clients will discover refreshing.
B2B touchdown web page design: what to incorporate (free guidelines)
No two B2B touchdown pages are alike, however the simplest ones have widespread parts. Right here’s what to incorporate to create an efficient touchdown web page and improve the chances of success.
- A clear value proposition
- Minimal navigation
- Enticing copy and imagery
- Trust signals
- One call to action
- A lead generation form
1. A transparent worth proposition
A price proposition is a brief, easy assertion that explains why a buyer ought to use your services or products. You may both put this on the prime of your touchdown web page to entice clients to maintain studying, or scatter the copy all through your touchdown web page to maintain guests scrolling.
For instance, right here’s a price proposition from HubSpot that talks about how complete the platform is and the way all of the instruments mix collectively to offer distinctive outcomes.
When creating a price proposition in your B2B touchdown web page, think about:
- The ache factors your clients expertise that you could resolve
- What makes you stand out within the market
- What you provide that your rivals don’t
Right here’s an instance components:
[Product/Service Name] is a Weblog that [unique benefit] for [target audience] by [key features]. Not like [competitors], our [product/service] [additional benefit].
2. Minimal navigation
Your touchdown web page ought to have as few inside or exterior hyperlinks as attainable.
The primary goal of a B2B touchdown web page is to get clients to transform. Extra navigation hyperlinks can distract potential clients, main them away out of your web page.
Ideally, the one hyperlink it is best to have in your touchdown web page is your name to motion. According to Wordstream, solely 4% of touchdown pages haven’t any further hyperlinks (nice information in case your rivals are a part of the 96%).
3. Attractive copy and imagery
Excessive-quality, persuasive touchdown web page copy, and interesting pictures, encourage potential clients to remain in your web page, rising the probabilities of a profitable conversion.
Copywriting is vital when making a touchdown web page. Preserve your content material clear and concise, give attention to the advantages reasonably than the options, and inform a narrative. Emotive copywriting may help drive these all-important conversions.
Movies in your touchdown web page also can seize potential clients’ consideration.
Contemplate your target market when deciding on visuals. What sort of content material do they prefer to devour? What are their ache factors? How can your services or products profit them?
4. Belief alerts
A belief sign is a chunk of content material in your touchdown web page that evokes belief and exhibits you’re a reputable model. For instance:
- Case research
- Buyer testimonials and opinions (generally referred to as social proof)
- Logos of corporations you’ve labored with
- Awards you’ve gained and accreditations you’ve achieved
- Social media profiles
If clients are on the prime of the gross sales funnel, they gained’t know a lot about what you are promoting. Belief alerts give them consolation by exhibiting others have had success utilizing your services or products.
The excellent news: it doesn’t must be advanced. Right here’s a screenshot of a belief sign on an Unbounce touchdown web page, exhibiting the logos of among the corporations that use Unbounce’s touchdown web page builder.
5. One name to motion
All touchdown pages ought to have one clear name to motion.
Some digital advertising and marketing groups assume a number of calls-to-action on a web page will improve the chances of conversion, however this isn’t the case. Multiple CTA can confuse or frustrate web page guests, inflicting them to go away the web page with out doing something.
Be aware: It’s okay to make use of the identical name to motion a number of occasions, particularly on a long-form touchdown web page.
If you wish to promote a number of calls to motion, we suggest constructing further B2B touchdown pages for every.
6. A lead technology kind
A lead technology kind gathers contact particulars from potential purchasers and asks qualifying inquiries to see whether or not they’re a precedence lead.
For instance, think about you’re answerable for B2B advertising and marketing for a SaaS firm, and your target market is advertising and marketing managers within the authorized trade. By including “job title” and “trade” fields to your lead technology kind, you possibly can shortly establish your excellent clients.
A kind lets you grade your leads in 3 ways:
- The lead is chilly. This lead isn’t in your target market or is somebody who hasn’t proven curiosity in your model earlier than. They aren’t prepared to purchase now, however they might grow to be a heat lead over time.
- The lead is heat. This lead is aware of about your services and products however isn’t prepared to purchase. With a little bit of nurturing, for instance, sending them emails, they might grow to be prepared to purchase sooner or later.
- The lead is scorching. This lead is in your target market and is able to purchase now. These are the leads you cross to your gross sales crew to observe up on as quickly as attainable.
What number of kind fields ought to your kind have? It’s a trade-off between your kind being lengthy sufficient to collect all the information you want and brief sufficient for potential results in need to fill it in.
Gartner recommends between three and five leads, however we advise finishing up conversion rate optimization (CRO) and A/B testing to establish that all-important candy spot.
CRO and A/B testing consists of fixing one ingredient at a time to see if it improves conversion charges. Our crew at HawkSEM performs CRO services for touchdown pages to extend gross sales.
If potential clients see appreciable worth in your lead magnet (e.g., a report, case research, or information), they’ll be prepared to offer extra data.
Lead technology kind instance
Right here’s an instance of a lead technology kind from Snowflake, encouraging clients to join a free trial. The shape asks for primary contact particulars, and for the prospect’s position. This can present Snowflake with data to find out which encompasses a buyer will profit most from.
This data also can assist create customized electronic mail campaigns based mostly on the position, trade, and pursuits of the prospect.
Obtain your free B2B touchdown web page guidelines
So whether or not it’s your first time making a touchdown web page otherwise you need to attempt one thing new, you possibly can obtain this go-to guidelines to assist construct an efficient web page.
Observe its steering, and also you’ll have a high-quality touchdown web page that may appeal to leads and gross sales for what you are promoting
Keep in mind: At all times be testing — check out totally different headlines, calls to motion, and gives to see what works.
Obtain your free B2B touchdown web page guidelines
The takeaway
B2B touchdown web page design is the proper mix of scientific evaluation and creativity. It’s straightforward to see why the perfect touchdown designers can command salaries of over $90,000 a year!
By taking the time to think about the ache factors of your target market and perceive how one can resolve their issues, you’re one step nearer to producing top-quality leads.
Don’t overlook to trace your metrics and tweak your touchdown web page with conversion charge optimization to make sure a gradual circulation of conversions and a excessive return on advert spend (ROAS).
At HawkSEM, we use our proprietary system, Conversion IQ, to trace touchdown web page efficiency. Conversion IQ identifies which key phrases are excessive conversion so we are able to optimize your touchdown web page to spice up gross sales.
Wish to know extra about Conversion IQ and our B2B touchdown web page providers ? Get in touch with our knowledgeable crew as we speak.
