B2B products and services can be difficult to fully capture on a landing page—we know from experience.
Whether it’s defining your conversion goal, ordering your page sections, or writing copy that resonates, it’s not always a walk in the park. Not to mention B2B can involve so many more decision makers you may need to appeal to. Showcasing the value of something like software at scale can be trickier than explaining how your cutting-edge hoverboard might benefit just one person.
But, in our view, 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.
Persuasion sounds great in theory, hey, but what does this actually involve?
To help you better understand what makes an effective B2B landing page, we’ve analyzed six Unbounce-built 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
Image courtesy of PIM on Cloud. (Click image to see the full page.)
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. We found 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).
Though some landing pages are designed to increase conversions at the bottom of the funnel, providing a more holistic journey—like PIM on Cloud does—allows a wider net for prospects to learn more. This page could even be a destination URL for many of PIM’s branded Google Ads because it’s so high-level.
Of course, some visitors will also know exactly what they’re looking for from the start, so PIM on Cloud includes anchor navigation on this page for a choose-your-adventure experience. Thanks to this, more qualified prospects can jump straight to the details most relevant to them. While landing pages shouldn’t have tons of links on them (your main site navigation would be a real no-no, for example), anchor navigation is recommended if you’re trying to cover a lot of info at once. They can make longer pages like this more digestible.
Bonus: PIM on Cloud’s landing page provides readers with an FAQ section and a contact form, further opportunity for prospects to evaluate their decision—and for the brand to collect valuable leads. When you make landing pages that cover a broad offer, be sure to consider whether you might use an FAQ to ease any potential friction, and leave a way people can get in touch with you directly just in case.
2. Resource Guru
Image courtesy of Resource Guru. (Click image to see the full page.)
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%.
Resource Guru’s landing page is effective because it greets viewers with a large play button as soon as they land. Pressing play is intuitive and launches a high-quality explainer video. They let this video do the talking, then quickly request an action from visitors.
Taking it to the next level:
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.
Additionally, it’s always a good idea to reiterate all the core points from your video script on your landing page in text. This ensures that even in the event you have a low play rate, prospects can still learn about your offer without having to click play. Whether they left their headphones at home that day or prefer text, it’s good to have a backup plan.
Image courtesy of Blink. (Click image to see the full page.)
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.
Taking it to the next level:
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.
According to Nielsen Norman Group, 57% of visitors’ time spent on a page occurs above the fold (and 74% is spent on the first two screenfuls). 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.
Image courtesy of MediaValet. (Click image to see full page.)
Best practice to steal: The rule of three works great for layouts and benefit copy.
The rule of three is one of the most successful methods for memorizing content—we’ve seen it used in film, advertising, and beyond—and MediaValet’s landing page is no exception.
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.
Taking it to the next level:
Headline clarity is key, and you only have the first few words of anything to convince people to keep reading. In my opinion, 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
Image courtesy of Vivonet Kiosk. (Click image to see full page.)
Best practice to steal: A floating CTA button gives you a greater chance to convert.
A landing page has one goal—to convince visitors to take action. Whatever the intended next step, it’s your job to create a clear, strategically placed call to action that lets visitors know what to do next. Using multiple CTAs can be distracting to your audience, but a consistent CTA that follows visitors throughout their experience? That’s crystal clear.
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.
Want to add a floating CTA button to your next landing page? Check out this workaround from our community on how to do this in Unbounce.
Best practice to steal: Have a conversation with your prospects.
Alright, y’got me. I’m using an Unbounce example here, but I think you’ll agree it’s pretty good. This is a landing page we created to speak about a problem we solve, and drive signups.
In the screenshot you may notice that this page actually breaks one of the rules we established above: it includes the main site navigation. Think of this as a hybrid, as well as a great example of how flexible you can be. Our page is structured with the persuasive force of a landing page (and built using our builder)—but incorporates neatly into the rest of our site, living on our domain and sharing the site’s nav. We do this fairly often when we want to build a web page especially quickly for the site that would otherwise require a ton of dev work.
Since Unbounce markets to marketers, we also 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 our platform. And the inclusion of a chatbot invites you to ask questions we don’t cover, keeping the conversation going.
Of course, a landing page with an educational tone risks losing the reader’s attention—the same way a boring teacher might. In addition to a friendlier tone, we use interactive elements, animations, and social proof in the form of quotes from digital marketers. All of these elements keep things lively and provide added detail.
Like the example from PIM on Cloud, we also anticipated less qualified prospects might visit the page, so we include tabs and collapsible page sections that provide more info or answer questions. If a reader happens to hit the page without a strong understanding of what we mean by “landing page,” for instance, they can click to learn the answer, without leaving. Like any good conversationalist, we listen as well as talk.
~ Napoleon Bonaparte