With options like sturdy calls to motion, eye-catching pictures, and engaging headlines, let these profitable examples encourage your subsequent B2B touchdown web page.
Discovering the fitting prospects for your online business may be difficult – no shock there.
Skilled entrepreneurs understand it’s key to entice prospects to your web site, present your distinctive worth, construct belief, and drive curiosity in your services or products.
One efficient solution to accomplish all of that: A high-quality B2B touchdown web page. It guides ready-to-buy guests to take a specific motion, akin to signing up for a free trial or downloading a useful resource.
Your B2B touchdown web page is sort of a salesperson who by no means sleeps (or calls in sick).
Plus, it really works for all B2B sectors, so software-as-a-service (SaaS) corporations and digital advertising companies alike can use touchdown pages to develop their enterprise.
New to B2B touchdown pages? This information will speak about fundamentals, present tricks to create pages that convert goal prospects, and provide examples of the very best 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 objective of changing them right into a lead or buyer.
B2B corporations use them to advertise a product, service, or marketing campaign to people working with corporations that match their buyer profile.
This profile could possibly be C-suite executives, salespeople, or different stakeholders that might both use the services or products or have the ability to approve the acquisition
I requested Sam Yadegar, CEO and co-founder of 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 principle collateral that turns a customer right into a buyer,” he explains.
“You wish to be sure whoever manages your advertising campaigns, whether or not they’re in-house or company, is savvy to touchdown pages and spends time guaranteeing the conversion fee is as excessive as doable.”
B2B touchdown pages have a single name to motion or CTA — like “purchase now,” “begin your free trial,” or “register right here for the webinar.”
A B2B touchdown web page is completely different from a homepage. A homepage has a number of goals, for instance, encouraging prospects to take a look at services or join a e-newsletter.
Conversely, a touchdown web page solely has one intention. A house web page additionally doesn’t speak to 1 buyer like a touchdown web page does because it’s geared in direction of a number of buyer personas.
Most manufacturers depend on search engine optimisation to drive site visitors to their dwelling web page, whereas pay-per-click (PPC) promoting (e.g., Google Ads) drives consideration and site visitors to touchdown pages.
18 of the very best 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 18 B2B touchdown web page examples we love. We have a look at what these B2B corporations do properly, and if applicable, establish any points that could possibly be improved.
- 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
- Uber for Business
- Xero
1. Wrike
Movies are an amazing choice to drive engagement in your B2B touchdown web page.
Wrike’s SaaS touchdown web page comprises animations each above and under the fold, displaying potential prospects how straightforward and quick it’s to finish duties.
We additionally just like the ‘jump-to’ hyperlinks under the logos, which assist prospects rapidly discover the options which can be related to them.
2. WordStream
“Thanks” touchdown pages encourage prospects to hold out a selected name to motion. Because the buyer has already taken motion to work together together with your model, they’re extra prone to perform extra actions.
Take this instance from WordStream. The client downloaded considered one of its free reviews about PPC promoting, in order that they’re provided a free Google Advertisements efficiency report.
The headline is obvious, and the photographs present prospects what they will anticipate from signing up.
3. Klaviyo
It’s okay to be daring in your B2B touchdown web page design once you perceive your prospects. 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 objective is to focus on individuals researching Mailchimp, advising them that there are various choices accessible.
The web page’s colour scheme is contrasting and attention-grabbing. The photographs present the advantages of segmentation. The copy is obvious and talks intimately about how Klaviyo can assist your online business.
It additionally reveals its awards received as belief indicators. Beneath the worth proposition and name to motion button, Klaviyo particulars why it’s higher than Mailchimp and what prospects 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 easy and clear, with minimal navigation. The principle focus of the web page is the interactive Typeform demo.
It permits potential prospects to tinker with it to see how the types work and which options make Typeform stand out from the group.
5. Wix
We love the header on Wix’s B2B touchdown web page: “It’s greater than an internet site. It’s your future.”
It’s sturdy, impactful, and encourages potential prospects to think about how their future eCommerce web site may look.
The touchdown web page solely asks for an e-mail, and reassures the prospect that it’s free to enroll, rapidly eliminating any potential objections they could have.
6. Let’s Discuss Expertise
B2B touchdown pages can result in unbelievable outcomes for your online business, it doesn’t matter what trade you’re in.
We spoke to Charlie Southwell, advertising director at Let’s Talk Talent, a few B2B lead technology touchdown web page set as much as promote an HR technique whitepaper.
“CRO testing has been very important, and we’ve made a number of tweaks so the web page generates as many leads as doable,” says Southwell.
“For instance, we discovered {that a} darkish background led to extra conversions than a white background, which isn’t what we anticipated.”
By requesting contact particulars for entry to the whitepaper, Let’s Discuss Expertise generates and qualifies leads for its consultancy service.
“The whitepaper delivers an distinctive conversion fee of over 50%,” he continues. “It additionally sometimes ranks within the prime two for ‘HR technique whitepaper’ [on] 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 and what the advantages are, then encourages you to get began immediately.
What’s extra, all the important thing info is positioned above the fold.
8. Job Logic
One factor we like concerning the Job Logic touchdown web page is the copywriting behind the web page. “Improve”. “Empower”. “Exceed”.
This web page does a very good job of selling the advantages that prospects can see reasonably than the options.
9. Amazon Enterprise
Consistency is vital for touchdown pages. Through the use of your model’s colour scheme, typography, and imagery, in addition to your emblem, you possibly can instill a way of belief and assist prospects acknowledge {that a} touchdown web page belongs to you.
That is one thing that Amazon Business does properly.
This web page is brief and candy, clearly detailing the advantages of signing up for an account. There are additionally three call-to-action 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 supplies clear pricing in addition to a spread of critiques for transparency.
On this touchdown web page, the shape is on the left-hand aspect of the web page reasonably than the fitting.
Ring Central seemingly carried out in depth conversion fee optimization to find out the place it ought to place the shape for extra conversions.
Heatmapping is a superb solution to see which sections of your web page prospects work together with essentially the most.
11. Ping Id
This touchdown web page works properly 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 purple colour scheme and hero picture of a stressed-out buyer are highly effective indicators that showcase the potential state of affairs a customer could be in.
12. Dropbox
Do you know {that a} pricing web page is technically a touchdown web page? It is because the only real objective of a pricing web page is to encourage potential prospects to enroll in 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 prospects having a constructive person expertise and staying on the web page.
There’s additionally extra details about options under the fold on the backside of the web page, for purchasers who wish to know extra earlier than making a purchase order.
Need extra inspiration? Try this listing of 15 fabulous landing pages designed for lead technology.
13. Plytix
Product info administration (PIM) software program may be laborious to wrap your head round.
That’s why we just like the Plytix B2B touchdown web page. There’s an choice to both e-book a demo or watch a pre-recorded one on the web page.
It’s additionally nice to see belief indicators within the type of awards received. This reveals that Plytix is trusted and valued not simply by trade specialists, however prospects.
14. LinkedIn Advertising and marketing Options
The headline on this B2B web page speaks on to its viewers: “The place your adverts B2BELONG.”
It’s important to know your target market completely earlier than making an attempt puns or play on phrases, and we’re positive LinkedIn Marketing Solutions has accomplished a number of testing and has the CRO analytics to again this up.
The stats under the CTA are a pleasant contact as properly, simply be sure they’re up to date periodically.
15. New Relic
Utilizing a query in your headline may be a good way to attract guests in.
This seems to be the case right here with this B2B touchdown web page from New Relic.
One other factor we like about this web page is the benefit of sign-up. Together with with the ability to enroll with Google, potential prospects can use Github, Gitlab, and Bitbucket.
By eradicating as many roadblocks as doable, you’re rising your conversion fee 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 properly.
It has a transparent CTA button encouraging potential prospects to get began and supplies details about the completely different sectors prospects can rent in, from IT to advertising.
The star ranking additionally supplies strong social proof.
Professional tip: If you wish to nurture heat leads, you need to use an e-mail subscription exit-intent pop-up (seems once you attempt to go away with out changing), to seize leads.
17. 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 strong headline besides.
As a family identify, it’s seemingly that many individuals who entry this B2B touchdown web page don’t want convincing of Uber’s advantages.
18. Xero
Accounting is often seen as a proper and conventional trade, which is why we love the informal and trendy fashion 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.
The headline is to the purpose, whereas the sturdy subhead drives the message dwelling.
We like that Xero reveals social proof as critiques, however not all are excellent. This presents transparency which many potential prospects 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 prospects 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 on your B2B touchdown web page, contemplate:
- The ache factors your prospects expertise which you can remedy
- What makes you stand out within the market
- What you provide that your rivals don’t
Right here’s an instance system:
[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 doable.
The principle objective of a B2B touchdown web page is to get prospects to transform. Extra navigation hyperlinks can distract potential prospects, main them away out of your web page.
Ideally, the one hyperlink it’s best to have in your touchdown web page is your name to motion. According to Wordstream, solely 4% of touchdown pages haven’t any extra hyperlinks (nice information in case your rivals are a part of the 96%).
3. Engaging copy and imagery
Excessive-quality, persuasive touchdown web page copy, and interesting pictures, encourage potential prospects 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, deal with the advantages reasonably than the options, and inform a narrative. Emotive copywriting can assist drive these all-important conversions.
Movies in your touchdown web page also can seize potential prospects’ consideration.
Contemplate your target market when deciding on visuals. What sort of content material do they wish to eat? What are their ache factors? How can your services or products profit them?
4. Belief indicators
A belief sign is a bit of content material in your touchdown web page that evokes belief and reveals you’re a reputable model. For instance:
- Case research
- Buyer testimonials and critiques (generally known as social proof)
- Logos of corporations you’ve labored with
- Awards you’ve received and accreditations you’ve achieved
- Social media profiles
If prospects are on the prime of the gross sales funnel, they received’t know a lot about your online business. Belief indicators give them consolation by displaying others have had success utilizing your services or products.
The excellent news: it doesn’t need to be advanced. Right here’s a screenshot of a belief sign on an Unbounce touchdown web page, displaying the logos of a few of 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 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 depart the web page with out doing something.
Observe: You should utilize 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 extra B2B touchdown pages for every.
6. A lead technology type
A lead technology type gathers contact particulars from potential shoppers and asks qualifying inquiries to see whether or not they’re a precedence lead.
For instance, think about you’re accountable for B2B advertising for a SaaS firm, and your target market is advertising managers within the authorized trade. By including “job title” and “trade” fields to your lead technology type, you possibly can rapidly establish your excellent prospects.
A type 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 could turn into a heat lead over time.
- The lead is heat. This lead is aware of about your services however isn’t prepared to purchase. With a little bit of nurturing, for instance, sending them emails, they could turn into prepared to purchase sooner or later.
- The lead is sizzling. This lead is in your target market and is able to purchase now. These are the leads you move to your gross sales crew to observe up on as quickly as doable.
What number of type fields ought to your type have? It’s a trade-off between your type being lengthy sufficient to collect all the information you want and brief sufficient for potential results in wish 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 adjusting one factor 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 prospects see appreciable worth in your lead magnet (e.g., a report, case examine, or information), they’ll be prepared to offer extra info.
Lead technology type instance
Right here’s an instance of a lead technology type from Snowflake, encouraging prospects to enroll in a free trial.
The shape asks for fundamental contact particulars and for the prospect’s function. It will present Snowflake with info to find out which contains a buyer will profit most from.
This info also can assist create personalised e-mail campaigns primarily based on the function, 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 wish 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 entice leads and gross sales for your online business.
Bear in mind: All the time be testing — check out completely different headlines, calls to motion, and presents to see what works.
Obtain your free B2B touchdown web page guidelines
The takeaway
B2B touchdown web page design is the right mix of scientific evaluation and creativity.
By taking the time to contemplate the ache factors of your target market and perceive how one can remedy 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 fee optimization to make sure a gentle circulation of conversions and a excessive return on advert spend (ROAS).
At HawkSEM, we use our proprietary system, ConversionIQ, to trace touchdown web page efficiency. ConversionIQ identifies which key phrases are excessive conversion so we will optimize your touchdown web page to spice up gross sales.
Need to know extra about ConversionIQ and our B2B touchdown web page companies? Get in touch with our knowledgeable crew as we speak.
This text has been up to date and was initially revealed in December 2023.
