With options like robust calls to motion, eye-catching pictures, and attractive headlines, let these profitable examples encourage your subsequent B2B touchdown web page.
Discovering the appropriate prospects for your corporation may be difficult – no shock there.
Skilled entrepreneurs realize 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 strategy to accomplish all of that: A high-quality B2B touchdown web page. It guides ready-to-buy guests to take a specific motion, similar 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) firms and digital advertising businesses alike can use touchdown pages to develop their enterprise.
New to B2B touchdown pages? This information will discuss fundamentals, present tricks to create pages that convert goal prospects, and provide examples of the perfect B2B touchdown pages round.
What’s a B2B touchdown web page?
A B2B touchdown web page is an online web page designed for a selected audience with the purpose of changing them right into a lead or buyer.
B2B firms use them to advertise a product, service, or marketing campaign to people working with firms that match their buyer profile.
This profile may very well 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 firms.
“Touchdown pages are an important a part of the conversion funnel, the primary collateral that turns a customer right into a buyer,” he explains.
“You need to ensure that whoever manages your advertising 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 right here for the webinar.”
A B2B touchdown web page is totally different from a homepage. A homepage has a number of goals, for instance, encouraging prospects to take a look at services 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.
Most manufacturers depend on website positioning to drive site visitors to their house web page, whereas pay-per-click (PPC) promoting (e.g., Google Adverts) drives consideration and site visitors to touchdown pages.
18 of the perfect B2B touchdown pages round
How do you get inspiration for B2B touchdown web page design?
One possibility is to research the touchdown pages of B2B companies in the identical vertical as you.
Listed here are 18 B2B touchdown web page examples we love. We have a look at what these B2B firms do effectively, and if applicable, establish any points that may very well be improved.
- Wrike
- WordStream
- Klaviyo
- Typeform
- Wix
- Let’s Speak Expertise
- TikTok for Enterprise
- Job Logic
- Amazon Enterprise
- RingCentral
- Ping Id
- Dropbox
- Plytix
- LinkedIn Advertising Options
- New Relic
- Upwork
- Uber for Enterprise
- Xero
1. Wrike
Movies are an excellent choice to drive engagement in your B2B touchdown web page.
Wrike’s SaaS touchdown web page incorporates animations each above and beneath the fold, exhibiting potential prospects 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 might 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 more likely to perform further actions.
Take this instance from WordStream. The shopper downloaded one among its free experiences about PPC promoting, so that they’re supplied a free Google Adverts efficiency report.
The headline is evident, and the photographs present prospects what they’ll count on from signing up.
3. Klaviyo
It’s okay to be daring in your B2B touchdown web page design if 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 purpose is to focus on folks researching Mailchimp, advising them that there are different choices obtainable.
The web page’s coloration scheme is contrasting and crowd pleasing. The pictures present the advantages of segmentation. The copy is evident and talks intimately about how Klaviyo might help your corporation.
It additionally reveals its awards received as belief alerts. Under the worth proposition and name to motion button, Klaviyo particulars why it’s higher than Mailchimp and what prospects can count on after signing up.
4. Typeform
When promoting a B2B product, use your touchdown web page to indicate, not inform, what you are able to do.
Typeform’s web page design is easy and clear, with minimal navigation. The primary focus of the web page is the interactive Typeform demo.
It permits potential prospects to tinker with it to see how the kinds 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 robust, impactful, and encourages potential prospects to think about how their future eCommerce web site may 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 improbable outcomes for your corporation, it doesn’t matter what trade you’re in.
We spoke to Charlie Southwell, advertising director at Let’s Speak Expertise, a few B2B lead era touchdown web page set as much as promote an HR technique whitepaper.
“CRO testing has been important, and we’ve made a number of tweaks so the web page generates as many leads as attainable,” 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 Speak Expertise generates and qualifies leads for its consultancy service.
“The whitepaper delivers an distinctive conversion charge of over 50%,” he continues. “It additionally sometimes ranks within the high two for ‘HR technique whitepaper’ [on] Google.”
7. TikTok for Enterprise
Some touchdown pages are overly lengthy, however the TikTok for Enterprise 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 data 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 relatively than the options.
9. Amazon Enterprise
Consistency is vital for touchdown pages. By utilizing your model’s coloration scheme, typography, and imagery, in addition to your emblem, you may instill a way of belief and assist prospects acknowledge {that a} touchdown web page belongs to you.
That is one thing that Amazon Enterprise does effectively.
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, that means loads of alternatives for folks 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 offers clear pricing in addition to a variety of critiques for transparency.
On this touchdown web page, the shape is on the left-hand aspect of the web page relatively than the appropriate.
Ring Central seemingly carried out intensive conversion charge optimization to find out the place it ought to place the shape for extra conversions.
Heatmapping is a wonderful strategy to see which sections of your web page prospects work together with probably the most.
11. Ping Id
This touchdown web page works effectively because it’s extremely focused. Ping Id understands what its audience’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 pink coloration scheme and hero picture of a stressed-out buyer are highly effective alerts 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 function 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, that means extra probabilities of potential prospects having a constructive person expertise and staying on the web page.
There’s additionally further details about options beneath the fold on the backside of the web page, for patrons who need to know extra earlier than making a purchase order.
Need extra inspiration? Take a look at this checklist of 15 fabulous touchdown pages designed for lead era.
13. Plytix
Product data administration (PIM) software program may be arduous 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 alerts within the type of awards received. This reveals that Plytix is trusted and valued not simply by trade specialists, however prospects.
14. LinkedIn Advertising Options
The headline on this B2B web page speaks on to its viewers: “The place your adverts B2BELONG.”
It’s a must to know your audience totally earlier than making an attempt puns or play on phrases, and we’re positive LinkedIn Advertising Options has accomplished a number of testing and has the CRO analytics to again this up.
The stats beneath the CTA are a pleasant contact as effectively, simply ensure that they’re up to date periodically.
15. New Relic
Utilizing a query in your headline may be an effective 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 join with Google, potential prospects 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 audience is and don’t have any specifics. That is one thing the Upwork B2B touchdown web page handles effectively.
It has a transparent CTA button encouraging potential prospects to get began and offers details about the totally different sectors prospects can rent in, from IT to advertising.
The star ranking additionally offers strong social proof.
Professional tip: If you wish to nurture heat leads, you should utilize an electronic mail subscription exit-intent pop-up (seems if you attempt to depart with out changing), to seize leads.
17. Uber for Enterprise
Like Amazon for Enterprise, which we checked out earlier, the Uber for Enterprise touchdown web page is direct and to the purpose, with a strong headline besides.
As a family title, 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 fashionable type of the Xero touchdown web page.
It’s clear that Xero understands its audience and the options they need from their accounting software program.
The headline is to the purpose, whereas the robust subhead drives the message house.
We like that Xero reveals social proof as critiques, however not all are good. This affords 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 best ones have frequent parts.
Right here’s what to incorporate to create an efficient touchdown web page and enhance the chances of success.
- A transparent worth proposition
- Minimal navigation
- Engaging copy and imagery
- Belief alerts
- One name to motion
- A lead era type
1. A transparent worth proposition
A worth proposition is a brief, easy assertion that explains why a buyer ought to use your services or products.
You’ll be able to both put this on the high 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 growing a price proposition on your B2B touchdown web page, take into account:
- The ache factors your prospects expertise you could remedy
- What makes you stand out within the market
- What you provide that your opponents don’t
Right here’s an instance formulation:
[Product/Service Name] is a Weblog that [unique benefit] for [target audience] by [key features]. In contrast to [competitors], our [product/service] [additional benefit].
2. Minimal navigation
Your touchdown web page ought to have as few inner or exterior hyperlinks as attainable.
The primary function 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 is best to have in your touchdown web page is your name to motion. In keeping with Wordstream, solely 4% of touchdown pages don’t have any further hyperlinks (nice information in case your opponents 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. Hold your content material clear and concise, deal with the advantages relatively than the options, and inform a narrative. Emotive copywriting might help drive these all-important conversions.
Movies in your touchdown web page may also seize potential prospects’ consideration.
Take into account your audience 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 alerts
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 (typically referred to as social proof)
- Logos of firms you’ve labored with
- Awards you’ve received and accreditations you’ve achieved
- Social media profiles
If prospects are on the high of the gross sales funnel, they received’t know a lot about your corporation. Belief alerts give them consolation by exhibiting others have had success utilizing your services or products.
The excellent news: it doesn’t should be complicated. Right here’s a screenshot of a belief sign on an Unbounce touchdown web page, exhibiting the logos of among the firms 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 suppose a number of calls-to-action on a web page will enhance 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: You need to use 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 era type
A lead era 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 audience is advertising managers within the authorized trade. By including “job title” and “trade” fields to your lead era type, you may shortly establish your good prospects.
A type means that you can grade your leads in 3 ways:
- The lead is chilly. This lead isn’t in your audience or is somebody who hasn’t proven curiosity in your model earlier than. They aren’t prepared to purchase now, however they might develop 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 might develop into prepared to purchase sooner or later.
- The lead is sizzling. This lead is in your audience and is able to purchase now. These are the leads you move to your gross sales workforce to comply with up on as quickly as attainable.
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 need to fill it in.
Gartner recommends between three and 5 leads, however we advise finishing up conversion charge optimization (CRO) and A/B testing to establish that all-important candy spot.
CRO and A/B testing consists of adjusting one component at a time to see if it improves conversion charges. Our workforce at HawkSEM performs CRO providers for touchdown pages to extend gross sales.
If potential prospects see appreciable worth in your lead magnet (e.g., a report, case research, or information), they’ll be keen to offer extra data.
Lead era type instance
Right here’s an instance of a lead era type from Snowflake, encouraging prospects to enroll in 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 incorporates a buyer will profit most from.
This data may also assist create personalised electronic mail campaigns primarily based 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 strive one thing new, you may obtain this go-to guidelines to assist construct an efficient web page.
Observe its steerage, and also you’ll have a high-quality touchdown web page that may appeal to leads and gross sales for your corporation.
Bear in mind: All the time be testing — check out totally different headlines, calls to motion, and affords 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.
By taking the time to think about the ache factors of your audience 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 charge optimization to make sure a gentle movement 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.
Wish to know extra about ConversionIQ and our B2B touchdown web page providers? Get in contact with our knowledgeable workforce right this moment.
This text has been up to date and was initially revealed in December 2023.