B2B products are complex. It's an artfom to create simple and clear messaging, and high-converting B2B landing pages have an eloquent way of doing this.
It all revolves around good copy and good presentation. These are the two ingredients for high-converting B2B landing pages. Together they put the user first, answers their questions, and communicates value propositions clearly.
Let’s take a closer look at the details that separate the excellent from the good.
1. Avalara Provides a Tool and Good Copy
I know nothing about taxation, but I immediately understand what Avalara does within 1 second of being on their landing page.
Let’s look at their headline. It is placed high, and is clearly supposed to be the first place the eyes go. I immediately understand what I get from Avalara.
It’s great copy, likely derived from a deep understanding of customer needs.
Below the headline is a visual communication of what Avalara does, so customers don’t have to read complete paragraph in the red font. For those who lean towards digesting information visually, it’s a great example of communicating the same idea in a different medium. It's also a way to catch the eye for veiwers who skim the text.
Provide value on a landing page -- Additionally, Avalara provides value on it’s landing page by offering a free tool for users to get tax rates for different US locations.
The very empathetic copy also scores points in our book -- sales tax does sound hard.
The takeaway -- Headlines should elicit a response such as, "Yes! How do I learn more?" or “Yes! How do I do that?”. Creating a free tool is a great tactic for lead generation too -- one that we’ve used to great success in our growth hacking strategy.
Being empathetic in your copywriting is also a great way to get the attention of your target audience.
2. Spacecurve Chooses Visualization
Show your product in action or how customers use it. Spacecurve’s landing page shows what their product does using animations. While not the first page to use GIFs or animations, the context fits Spacecurve’s product.
The takeaway -- Space used for images on a landing page should never be wasted on generic visuals. Finding ways to visualize your product in context is a powerful way to communicate value quickly and clearly.
3. Payscale Asks Two Questions
Payscale communicates it’s value proposition by asking two questions. They are short and define Payscale's offerings: data for employers to make compensation decisions.
One question is dedicated to a free offering, the other dedicated to a product page. All this using two questions, each only 4 words in length.
It’s a great example of choosing simplicity above all else. These questions are ones target prospects have in mind. What a great way to show empathy!
Listing customers -- The customer list is a staple on landing pages. Payscale takes this as an opportunity to frame up how enterprise customers are benefiting from the product. According to the page, these customers are doing compensation right, making prospects to think, “Maybe I should too.”
The takeaway -- An enticing question can make any headline effective. Client lists don't have to be boring. Use it as an opportunity to identify how your enterprise customers are benefiting.
4. Dreambox’s Social Proof Has Context
Testimonials and quotes are found on most landing pages. It’s social proof that helps build trust and credibility. Some B2B landing pages nail it perfectly.
A great example of social proof is by education service provider, Dreambox. It has context, meaning it speaks to the target audiences using the right language. It has a deep level of detail, addressing who, what, and when.
The takeaway -- Good testimonials tell a cohesive story. It’s great to appeal to emotion, but even better is to paint a vivid picture. You’d be surprise how much you can say in 3 sentences.
5. MyUnfold Cuts To The Chase
Is it compelling? The answer should be a resounding “yes!” when crafting landing page copy. MyUnfold shows how less is more.
Although they provide value to two distinct groups, they managed to speak to both audience groups with their headline. The Twitter hashtag adds character, appealing to viewers' emotions. Who doesn't want to #KillTheResume?
The copy speaks to job seekers and employers quickly, addressing their concerns and inviting them to scroll down. In addition, MyUnfold shows it’s all about action words.
The takeaway -- Make people care in two words. Use the right verbs to describe what users get from your product or service.
6. Optimum Energy Says Buildings Learn Stuff
Optimum Energy knocks it out of the park for great copywriting.
It provides a sense of the company’s product while adhering to the principle of less is more. The cloud-based, energy efficiency company shows the product in action while the background provides context. The imagery targets builders and companies with large facilities, while also saying “it’s time to modernize.”
Bonus: Bizible and GoodUI Have Great Form
Never create a boring submission form. Copy on a submission form should tell users what they’ll get.
At Bizible we make it as easy as possible for users to download content. On our landing page we pre-populate the field with users’ information to making content downloads faster. If they’ve filled out a form on our site before, forms will automatically pre-populate with their user information.
GoodUI shows the power of natural language. Instead of the traditional fields listing name, email address and etc., B2B marketers should start testing natural language form fields. See below:
We hope you enjoyed these examples of high converting landing pages by B2B companies. Remember, empathetic copywriting, images with context and good submission forms are ingredients for a landing page that converts.