B2B landing pages are a great way to have a passive stream of leads flowing into your business. But, have you ever wanted to know what components drive conversions? Or what you can do to optimise your landing pages?
Well, amongst the many factors to consider such as the solution being sold, who the potential buyers are, and the purpose of the landing page, there are some best practices you should be applying.
Before we begin, let’s go over the fundamentals of what a landing page is.
What is a landing page?
Simply put, a landing page is typically the very first page a prospect lands on. It is also likely to be the first touchpoint between the visitor and the company.
Landing pages come in all sorts of variations such as being a homepage, use-case specific, industry-specific, and can also be a standalone page as used in a paid advertisement.
Similarly, the purpose of a landing page can also vary from collecting prospect information to offering a free trial. Overall, landing pages attempt to progress the visitor to the next stage of the buying journey with the goal of selling a product or service.
Since sales reps are not involved, landing pages must be designed to hook the prospect in and provide the right information to progress them to the next stage of the buying journey. A typical landing page should have an explanation of the solution, a way to validate themselves to the prospect, and a call-to-action (CTA).
At the end of this blog, we will introduce a new type of landing page that is revolutionary to outbound sales called the Sales Story landing page where you address the visitor directly.
Best B2B landing page examples
In this blog, we will dive deep into the different types of B2B landing pages along with some of the best practices that they are implementing.
We will be discussing the key features in each one and why it helps prospects with what they are looking for when deciding on a solution to purchase. Below is a curated list of some of the best B2B landing page examples we found.
Let’s get started!
Standalone landing pages
A standalone landing page typically does not have any navigation links to other parts of the website. The page will also be inaccessible from the main homepage and generally visited by people who are targeted in marketing campaigns through channels such as email or paid search.
DocuSign – massive social proof
We’re kicking this list off with a great B2B landing page example from DocuSign. For this example, we want to look at the social proof used here.
Social proof is a very powerful tool to use in landing pages as it helps influence prospects’ decision making. Instead of selling their own features and benefits, the use of social proof does so in a way that conveys trust and reliability.
We can see that there are 3 different uses of social proof.
Firstly, at the top of the landing page, we see a very clear heading that states “200+ Million DocuSigners Can’t Be Wrong”. What we like about this type of social proof is that they share the number of users they have and at such a large number it definitely makes its case.
We also like how they refer to their users as “DocuSigners” which identifies its users and creates a sense of community.
Secondly, further down the page, we see the use of testimonials. Docusign includes exact quotes from their customers displaying their name, job title and company.
This is powerful as it proves they are real people. Furthermore, their job title helps prospects relate better by seeing who is using this solution for their work and proves its use-case across a variety of jobs across a business.
And lastly, DocuSign includes company logos of 3 well-known companies who also use their solution.
The use of social proof from the top to the bottom of this page constantly influences the prospect to get started with DocuSign.
Unbounce – company testimonials and logos
When deciding on a solution to invest in, it can be a challenge to see if they’re right for your business. The features of the solution and whether they are trustworthy are all factors many people consider when making a decision.
Unbounce have addressed this by bringing their social proof to the top of the page. Before selling their features and benefits, they opted to establish trust with the prospect first. Hearing others stories and seeing their success is a highly effective tool to persuade and win people over.
Right away when landing on this page, Unbounce has 6 company logos for prospects to see who are using their solution. To add further influence, they combine this with a detailed testimonial including the customer’s headshot and job title which increases the level of trust.
Having all this placed strategically below the CTA ensures prospects cannot miss this and convinces customers to take the appropriate action.
Slack – picture the benefits
The next feature we want to cover is the use of a hero image. A hero image is the first image a prospect sees when landing on your page. It can also be in the form of a background video.
The purpose of a hero image is to support the goal of the landing page which can be done in different ways such as through humour, information or context. In this case, it’s a mix of information and context.
What we like in this landing page example is how Slack has gone with a snapshot of an on-going chat as a hero image. This illustrates its features and shows how the final solution would look like which may intrigue prospects to learn more about it.
As we can see further down the page, the hero image helps give context to what the rest of the landing page is about.
Slack singles out a few of its features and dive deeper into each one. This top-down introduction to the solution helps to keep the prospect engaged and educate them on what’s important.
Rescue by LogMeIn – visualise through video
We chose this B2B landing page example because of how the video pops out straight away. Very clearly LogMeIn is directing the prospect’s attention to the video.
The use of videos in landing pages is another very powerful tool to help boost conversions. It can be a challenge to convey everything you do to the prospect, especially without adding too much clutter on the page. The use of video clears this up and helps prospects to easily consume information in a way that other forms of media cannot such as pictures, GIFs or text.
We see a colourful video stand out amongst a lot of grey text and a white background. Apart from the logo and CTA, the only other colour is the video which encourages the prospect to watch it.
Since the subject of IT support can be frustrating and complex for most people, LogMeIn has chosen to use animation to convey their message. By opting to go with a colourful, minute-long video animation, a narrator first sets up the context that everyone uses technology and thus needs support. From there it introduces itself as the solution and describes its benefits.
Without video, conveying their message would take up a lot of space on the page and make it more difficult to consume the same information – which would defeat the purpose of what their solution represents.
Hotjar – step into the prospect’s shoes
Questions are a fantastic way to get the prospect to think. When a prospect starts to think, you have their attention which inspires them to continue reading.
What’s great about this B2B landing page example are the questions we see asked straight away. Hotjar clearly knows their audience and the problems they’re facing. They step into the prospect’s shoes and illustrate some of the pain points they may be experiencing.
By asking these highly relevant questions, this makes their prospects to immediately view Hotjar as informative feeling that “they get me”. Naturally, the solution will be perceived to be the answer to these questions and something to learn more about.
Hotjar gets the prospect’s attention straight away and keeps them engaged. Following this up with trust marks and benefits of the solution is a great strategy to increase conversions.
Trello – clean and simple
We included Trello as part of this list because of its simple design and clear copy throughout the landing page. As we can see, the first look at a landing page can communicate a lot of things which we’ll get into now.
From this page, we initially see a lot of white space and the primary colours only being blue and white. This simplistic design is easy on the eye and does not distract the reader with too many things going on.
The supporting copy below the heading explains that Trello enables “teams to organise and prioritise projects”. The importance of aligning the visual appearance of this landing page with the solution being offered sends a much stronger message of what they are conveying to the prospect.
We also liked the clear copy throughout the page which comes across quite natural and not salesy. The heading tells the prospect what they do and the following points throughout the page such as “Work with any team” and “Information at a glance” gives the prospect what they want from such a solution.
The simplicity of the page and providing the right amount of information without too much detail sends a clear message about how the prospect’s experience with the tool will be.
Gong – zero distractions
What we want to focus on in this B2B landing page is the CTA and the lack of navigation links.
In general, a CTA should be the next logical step a prospect should take to learn more about a solution. It should be seen as an offer of value rather than taking something from them which the supporting copy helps to do by highlighting the positive outcome from the demo.
Placing the CTA at the top of the page is a powerful move as it tells the prospect straight away what they should do next. Interestingly, the supporting copy does not describe the features but sells the outcome of the live demo. After a couple of social proof statements, Gong places the same CTA again to reinforce the purpose of this page.
In addition to a strong CTA, you may notice there are no website navigation links for the prospect to go anywhere else. This minimalistic look eliminates distractions and helps visitors to not be tempted to click away to another part of the site.
By steering the prospect’s attention to the only obvious button to click on, this is likely to increase the number of clicks to the CTA as the only other option is to close the page altogether – which is unlikely for them to do if there is at least some interest in the solution.