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At Gorilla, we work primarily with B2B companies a€“ often service providers in the building and construction space a€“ on developing their brand image and capturing leads. First of all, a good landing page allows you to segment the different audiences your company is targeting and put the most relevant information in front of each of them.
Secondly, a good landing page gives you a better chance of moving that audience member into your sales funnel. Salesforce is a CRM (customer relationship management) software that helps you manage contacts, follow leads, set reminders, etc. The first thing your eye is drawn to on the page is a very short, clear headline that identifies the topic of this page.
Landing pages are about smart, targeted marketing, and they are a huge part of your overall B2B website design.
I know nothing about taxation, but I immediately understand what Avalara does within 1 second of being on their landing page. Below the headline is a visual communication of what Avalara does, so customers dona€™t have to read complete paragraph in the red font.
Provide value on a landing page -- Additionally, Avalara provides value on ita€™s landing page by offering a free tool for users to get tax rates for different US locations.
Although they provide value to two distinct groups, they managed to speak to both audience groups with their headline. The copy speaks to job seekers and employers quickly, addressing their concerns and inviting them to scroll down. It provides a sense of the companya€™s product while adhering to the principle of less is more.
If you are a b2b marketer, you are using a content marketing with a mix of white papers, webinars, infographics, white papers and other socialized content types mixed in. CTA: In your page, you need to have a call to action that stands out without contrasting it too hard. Finally, in thank you page example you need to present a great presentation that is appealing.
This is a classic technique used to hijack your visitors eyes and create a tunnel vision effect. Call attention to the most important page elements by using strangely placed and angled arrows.
Give your page elements breathing room to produce a calming effect and allow your CTA to stand out from the rest of your design. Common psychological motivators are the use of urgency (limited time) and scarcity (limited supply).
To demonstrate how you can apply the CCD concepts to a landing page, I’ll show a before and after template design example.
Note: This template is available for use within the Unbounce landing page platform suite of landing page templates.
Nicely encapsulated form area: CCD principle #1 talks about the use of encapsulation to bring attention to your form areas. Crowded page could use some whitespace: CCD principle #4 talks about the use of white space to improve the clarity and reading experience of your page.
By enhancing the messaging of the form area to explain, and focus on, the purpose of the page, the clarity of communication will improve and encourage more people to complete a form they know will benefit them. Add a FAQ: You can remove the need for so many questions by opening a FAQ page in a lightbox that addresses all of the questions you are currently answering via external links.
The form area is nicely separated from the content, and there is a lot of breathing room all around the main image.
This would be *really* good if the bottom blue area was a different color – perhaps just a dark grey.
There’s a ton of social proof logos on display here, although I think the lower set of logos is overkill. By being more explicit in the headline about what TAVR is, more people will be able to relate, staying on the page and completing the form as a result. Another thing to mention here is that the copy doesn’t really say anything about what you are downloading! By focusing on the local business aspect in the CTA, there will be a better understanding of the local brick and mortar business relevance and more targeted downloads (creating better qualified leads). By including a strong value proposition that illustrates why they are unique, people will be more willing to click through to the next step.
Tagline: There could be a tagline right next to the logo (to use some of the wasted space up there) that helps define the company right away. The page talks about small business, and then features giant companies as the supporting proof of success. By changing the page title to directly describe the purpose of the page, the bounce rate will be lowered, and conversions lifted. Replacing the infographic with key facts in written form will improve the clarity and time spent reading, resulting in more people completing the form, as they will have a better idea of what the benefits of using FWCanada are.
Replace the infographic: Take the key points out of the infographic to inform readers who can apply, who can be a sponsor, and how to apply. This page is actually a microsite, so I would first suggest ripping out the header and footer navigation to increase the on-page engagement and turn it into a promotion specific landing page. What Falcon Social does really well is something that I’ve been preaching for a long time, namely the use of lightboxes to show extended content without leaving the page. However, the page lacks explanation of what the solution provides prior to asking someone to start a free trial.
By changing the CTA copy to a benefit driven statement and telling the customer what they would be when they sign up, more people will start a trial. CTA copy: To test different CTA’s, I’d run the original against a core benefit CTA such as “Grow Your Brand Socially” and a 3rd CTA that says “Grow Your Brand Socially” with a smaller supporting “x-day free trial” directly beneath the button. Having the space surrounding the main content area (on both sides), it gives the page a less cramped feeling.
Validation: They jump right into showing off the famous publications that have featured their company. Removal of doubt: The subtext below the CTA lowers the perceived risk, which can improve the click-through-rate (CTR). The example below shows an alternate page they created, presumably to speak to a different segment or create a different emotional trigger.
This is the best and funniest example of a testimonial I’ve ever seen, and fits the fun brand perfectly.
There are quite a lot of orange elements on the page, by choosing a button color that’s not within the orange range you will make it stand out more. The video poster frame should be more enticing: A poster frame is the image that is visible on your video before the play button is clicked.
As I mentioned above, if you shifted the form down to sit half in and half out of the main header area, you could encapsulate it nicely in a design element that really separates it from the surrounding elements, by virtue of how it would break existing lines.
The color choice for the 2 CTAs (just one please, tsk tsk) does have contrast with it’s surroundings, but something about the design is just awfully flat. There is some generous white space in the main content area which lets your eyes flow down the page through the content. Video product demos are always a good window into what you are offering, and can simplify the subsequent content consumption as you can easily scan to seek out any remaining holes in your buying process. The subheader of the page is actually a testimonial which clarify the purpose of the product at the same time as adding social proof. Clear value proposition: The headline is very simple and leaves no doubt about the purpose of the page and the product.
Highlighted testimonial: The brushed highlight of the testimonial gives it a bit of extra design zing and prevents the page from feeling too text heavy. Context of use: Their choice of imagery lets you know that the product can produce mobile-ready polls.
Validation: Like the example above, they provide a strong sense of trust by including a set of logos. Remove the footer navigation: Any extraneous navigation on a landing page can lead your visitors down the wrong path. Just a little touch of design behind the testimonial helps to make it stand out as different from the content section above it, helping to set a visual barrier that keeps your eyes in place when you are reading the three chunks above.
Price: Travel is very much about price, and they get that out of the way right off the bat, so you can move on to the finder details after unerstanding if you can afford it or not. The use of opacity for the form container is a good example of drawing just enough attention to the form, while still following the soft design esthetic of the page.
The use of darker areas on both sides of the content, helps to drive you through the content in the middle of the page, like a funnel. Honesty: It tells you the cost, so you can weigh up the potential value associated with extending your brand reach. Clear contact method: The big phone number increases the trust factors by letting you know there are real people to deal with. Re-architecting the page to focus on one element alone with two columns of visually related content would greatly simplify the reading process. The Facebook following number lends some credibility to their appeal, as it’s what they are selling as a service.
Landing pages are created to direct visitors into a certain action, thus converting them into qualified leads. Here is an example of a B2B landing page that Bartlett Interactive designed for Innov-X Systems. If you would like to learn more about B2B landing pages, see the Landing Page Optimization info on our website.
In short, B2B landing pages are useful to generate subscription for free trial, white paper, webinars, or case studies. It’s important to be clear about that goal distinction because your landing page’s success hangs on it. However, it doesn’t mean that if you’re offering a free trial you should not present other offers. Likewise, keep the body short and concise by breaking paragraphs or long sentences into bite-size pieces using bullet lists, violators, and blurbs.
Inciting prospects to like your offer with compelling headline and body is half the battle won; the other half is to move them into action.
If you want a free trial opt-in, place a clear CTA that tells prospects to subscribe to a free trial. Trust seals are a mark of approval granted by a credible third party, which increases user trust in your brand. On the other hand, a trust seal can also indicate that the online platform is technically secure from hacks, guaranteeing privacy.
Another type is a specialist trust seal, which focuses specifically on an industry or set of products.
Prospects know that they are anecdotal and subject to manipulation, but as supplement to other trust elements on your landing page, testimonials give that small nudge to tilt prospects’ decision in your favor.
The real value of testimonials is not to show prospects that your offer is great, but to empathize with their situation. Make sure to quote only the juiciest part of the testimonial, up to ten words, maybe, to avoid cluttering the landing page. Just like trust seals and testimonials, your Facebook, LinkedIn, Google+ and Twitter act as social proof or third-party opinions that impact on your credibility. If you have a strong following, display social media buttons on your landing page to show prospects that other people have already come across you and, at the least, they’re not complaining. Unless you’re a well-known brand, bear in mind that prospects, by default, will doubt your offer when they land on your page. Even if you’re just asking for an email address, make sure your privacy and policy terms are clear. Many consumers depend on online review websites to get reliable information about products and make sound purchase decisions.
According to a report from Gartner, the SaaS market will breach the $33-billion mark this year.
As part of our ongoing efforts to spread the gospel about single-purpose dedicated landing pages and Conversion Centered Design (CCD), we partnered with the awesome folks at Themeforest. To get their design community excited about the new Unbounce landing page category we ran a contest, offering up a total of $11,400 in cash prizes for the best conversion-centered landing page templates in a variety of categories and verticals, from real estate and law, to agencies and startups.

All in all, we received 39 submissions, many of which would make an excellent starting point for your next landing page.
Conversion Centered Design star G10v3 blew us away with Approach, the winningest Envato Template. If the reader wants to find out more, they can keep scrolling and will eventually be met by a button that brings them back to the form. Jen Gordon’s Convert travel landing page package comes with seven variations to customize and test.
She’s packed a ton of value in there, making it easy to appreciate the pride Jen takes in her work.
Nutzumi uses parallax design and smooth scroll beautifully, as though the page were built with those features in mind and not added as afterthoughts. The mobile templates were designed effectively as well, with a logical order of information, big buttons for fat fingers and just the right sizing of everything.
I’m still not entirely sure what a fisherman has to do with B2B ebooks, but the image is meant to be replaced anyway. There’s a lead gen form at the top, then a pricing grid further down with a CTA for each plan. This startup template is very on-trend with many of the tech startup designs coming out of Silicon Valley and beyond. The huge header block with a single hero image and parallax scrolling give the page a clean look while showing off the product. The pricing grid is used as another piece of information that could trigger a conversion decision, but doesn’t include sign-up buttons.
Aside from the nav links on the bottom (which I’d get rid of – links are leaks!), the only way to interact with the page is by filling out the form.
Xstyler doesn’t get too fancy with this landing page template and that makes sense for the industry it’s intended for. The phone number in the top right is dividing attention from the form a little bit, but customers in this industry may be more accustomed to inquiring over the phone. For her startup template, Jen packs “18 Design Techniques to Drive Conversions” into one template, rather than offering multiple variations. Although the Twitter widget Jen’s embedded serves up some solid social proof, it’s jam-packed with links to other pages.
The focus is a bit scattered, but it leaves plenty of space for the kind of info that students need to decide whether to request a brochure. The neon accents on this page may not turn everyone’s crank, but that glowing CTA is hard not to stare at. The most important points are highlighted in red and the most relevant page sections are pointed to by arrows that are playfully carved out of the white space. After that, DonateFuture follows up with pretty much every trick in the book to gather donations – quick updates on progress, easy-to-read icons showing advancement toward the goal and photos of other people just like you who have donated.
In this case, I don’t think the smooth scroll from the bottom to the top is necessary, but it’s great to see a focused goal. As Director of Campaign Strategy, Corey Dilley is charged with making sure that Unbounce's marketing campaigns drive measurable results. Myflat is just awesome and the form on the upper right hand side of the screen captures attention. These are nice templates for capturing emails, but I was really hoping you would have SOME OTHER TYPES of templates! Although the screenshots we chose were of the lead gen versions of the templates, many of the winners of the contest have a clickthrough version as well, which don’t have a form. Between the templates within Unbounce and the new ones on ThemeForest, there are many without forms. Unbounce pages are 10x prettier, but I get the feeling that leadpages simple and data driven templates work better. Those designs are really inspiring, I’ve used one of those landing page for my website. I am used to create landing pages for web & mobile apps for a while and I find this infographic very relevant.
And the funny thing is that each time we have reduced content and simplified a page, we get more conversions!
In these industries, we see a lot of missed opportunity as far as web marketing goes, and landing pages are one of those glaring opportunities. It’s built as a destination for a specific audience, and is focused on a topic specifically relevant to that audience. If you’re a construction company focused on building both churches and banks, you’d want to talk to each of those audiences differently, right? They use some very simple, yet effective landing pages for people looking for a CRM software. This of course is a software product, but there are valuable takeaways here for any B2B service-based company. If you got here by clicking an ad or link that was promoting a CRM software, you know immediately that you’ve landed on a relevant page.
They expressed interest on the topic at hand, and the page keeps them focused on that topic. It's an artfom to create simple and clear messaging, and high-converting B2B landing pages have an eloquent way of doing this. For those who lean towards digesting information visually, ita€™s a great example of communicating the same idea in a different medium.
They are short and define Payscale's offerings: data for employers to make compensation decisions.
Payscale takes this as an opportunity to frame up how enterprise customers are benefiting from the product.
The cloud-based, energy efficiency company shows the product in action while the background provides context. Instead of the traditional fields listing name, email address and etc., B2B marketers should start testing natural language form fields. Remember, empathetic copywriting, images with context and good submission forms are ingredients for a landing page that converts. If you want to generate leads because you lack of it, you need to do well on your page so that it will look great and appealing to the eyes of people.
In order to have a magnificent content marketing, your page must need to have relevant content, effective promotion, design and much more.
You can think of it like creating a window on your landing page where your CTA is the view. Tie a sequence of arrows together to define a path for the visitor to follow, ending at your CTA.
The purpose of this particular template is to facilitate the download of an ebook in exchange for the standard name and email. It would essentially mean that someone converting at 10% would have a conversion rate of 100% which isn’t attainable. Your CTA button should always explain explicitly what will happen when it’s clicked, for two reasons. Mobile commons again do a nice job here, making sure the conversion area stands out from the rest of the page and making it clear where you need to go to complete your interaction with the page.
By making the page a little longer, they could make each part of the message more clearly chunked into digestible blocks.
Removing all links on the page so there is only one action, will increase the engagement with the page’s conversion goal, increasing form completions and reducing the bounce rate. If you really need to link to something, do it in a lightbox to keep prospective students on the page.
This will reduce your total points of interaction to three: The CTA, privacy policy and the FAQ.
The form is nicely contained in it’s own box, which helps it stand out from the image behind it. Knowing this right off the bat relaxes the mind so that it can explore the content on the page, knowing that you know where to go if you decide to continue on. The two testimonials could use a different treatment to make them stand out as quotes rather than the current design that makes them look like a block of text like the rest of the page.
Although I don’t get a clear sense of what TAVR is right away (the tiny description of the acronym is hard to see).
This would increase the Quality Score and the test would compare the change in Quality Score by making the header bot-readable.
Which really opens the way for the use of color and contrast to make your form area stand out.
Something we learned this very CCD week, was that having a short Slideshare presentation on your page to showcase part of your content, you really can bump your conversion rate. These could use more consistency, and represent what the next step will reveal (I’m assuming the homepage). I don’t know how the company differentiates from the 100 other email service providers out there. There seems to be a mismatch of company size that could make people perceive their offering is targeted toward the enterprise market. I think the best thing that could be done for this page would be to add some white space to let it breathe. By shuffling the page elements around, to offer up the required information before the call to action, and creating a better hierarchy of information, the page wouldn’t make you jump around wondering which order you should be consuming it in. This could include having an introductory paragraph beside the video that mentions how long the trial is along and include a benefit statement. It starts with a customer list, then moves on to hear what some of them are saying.In general the information hierarchy is nicely done on this page. From a design perspective, the grey monotone prevents a mishmash of colour creating any visual distraction from the call to action (CTA).
They’ve gone with B here, presumably in an attempt to catch your attention and increase curiosity (or to push a particular button). Adding the blue container separates the main content area nicely, making the reading experience much simpler.
I’m not sure what membership services are, so this could use a more descriptive image and supporting statement. A phone number to contact the company to discuss business, or to download a marketing guide.
However, it could be communicated more effectively if it was written out, rather than trying to play with an image. It’s good to be above the fold for the most part, but when you are asking someone to engage in communication with you, you might want to expose them to more information about your product offering first. It would be enhanced further by using a larger type size, with an appropriate line height to give the copy room to breathe also.
In this example, you could easily skip the 1, 2, 3 content below the video as it’s covered in the video. And it’s nicely backed up by a well written explanation of some of the core benefits directly below. Let you eye wander around the page and you’ll see how easy it is to identify each block of information. The Trip Advisor certificate of excellence let’s you know that a recognized authority has validated the company.
The white stands out nicely from the solid background (to steal a comment away from Miss Contrast). Everything is in the same three colors, making it super hard to distinguish what the intended conversion goal (interaction point) of the page is. It may sound simple, but effective landing pages must capture your visitors’ attention enough for them to submit their valuable lead generation information into your website. It is important to keep the attention of your visitor once they arrive on your landing page. Trust is essential in gaining excellent leads, which is why you should never dupe your landing page visitors. In B2B, where a sale takes a longer time to close, a better landing page metric is click-throughs.

Below are the 6 great tricks used by successful B2B vendors to craft their effective landing pages. Your headline should right away tell prospects your value proposition, the main benefit of your offer to them.
To do this, make sure to have a clear to action (CTA) button, which leads prospects to fulfilling your landing page’s goal. Many copywriters and advertising people swear that the lower right corner is the best place for CTAs because it’s the last section that our eyes usually see. Don’t just write “free trial” but use active verbs, such as, “get,” “enjoy,” or “subscribe,” to create a sense of urgency. It signals to prospects that the company has been verified and found to follow certain industry standards. One advantage of this seal over broad-based trust marks is that it understands the specific issues particular to the niche. Making the terms clear also allows you to avoid a misunderstanding, where a prospect might think receiving future emails from you after subscribing to a free trial is spamming. Skip one or two and you run the risk of losing what little amount of trust prospects have in vendors that they never heard of.
Here’s the list of winners, along with some insights into why we thought these landing pages were a cut above the rest. The mobile landing page is just as stunning as the desktop version and the format makes sense – headline, key benefits, product shot, then form. The pages rely heavily on Conversion Centered Design, taking advantage of in-your-face directional cues and making great use of traveller-recognized social proof mechanisms, like Trip Advisor reviews.
They communicate just as well as their desktop counterparts and adhere to the golden rule: 1 page, 1 purpose. The good news is that all the buttons in the pricing grid smooth scroll back up to the form, which has a couple of handsome suits staring down at it, directing you to fill it out. ConversionLab has offered FORK in both lead gen and click-through style formats – with desktop and mobile versions of each – in several different colors. The Manhattan Education template doesn’t strive for beauty, but it delivers what a prospective student would expect from an education landing page. I’m a big fan of the directional cues provided by the students staring directly at the form. Further down the page, key points are highlighted with the same color, offering the viewer’s eye some guidance through the different sections of the page.
Due to its incredible ability to convey emotion, video has been used effectively to elicit donations on TV for years.
Corey's digital marketing stripes were earned by leading teams at ad agencies, online publishers and tech companies since 2005. I work in product comparison with affiliate partners which is equally as conversion oriented, yet you have no templates for that vertical at all. Is there something specific you’re looking for that would make the templates more suitable for an affiliate campaign?
What I’m after is a small selection of conversion optimized product comparison tables. One feature of leadpages that is really good is that they rank and sort their landing pages based on conversion rates.
I appreciate the work and time these creators put into these projects – very inspiring. If you are familiar, but could use some pointers, hopefully there are a few tips below that can help. Directing them to pages that are unique to their needs is much more efficient that sending them to a more generalized home page. The page is architected to keep the visitor focused on the topic that brought them to your site. Whether that something is contacting you for more info, signing up for your newsletter, buying a product, or anything else, the page needs to encourage the visitor to take action so you can further engage them. Together they put the user first, answers their questions, and communicates value propositions clearly. If you are having a hard time in creating your page, you need to do your best because in a landing page, lack of good visuals will affect its performance.
It is also descriptive in value and helps your page valuable and striking for other people. Whatever landing page you want to have, just made sure you think and have a plan on things you will do so that you will able to have an effective page that generate leads and get many visitors. If you want to learn more, checking out examples online is a good help for you so get started today! A green CTA may well outperform red in some circumstances, but if the page is dominantly green, that green button is going to get hidden among other page elements. Most are from Unbounce customers, but I’ve thrown in some scary ones too, just to mix it up, and scare you into making your own pages better.
It would be more effective to have a customer testimonial talking about the conversion improvement they achieved. Firstly, so people will know what they are going to get, and secondly, so there is another element on the page backing up its purpose. It could also draw more attention to the testimonial, by shifting the left column away from the form. Yet, having skimmed (that’s all people will do) the page copy, I see no mention of an event. If you have highly targeted ads, then you need to make sure the headline is a clear match with them. In this instance I’d try going for a red button to make it stand out from the main color palette. As the form action is to get the guide, I wouldn’t muddy the waters by having the phone number in there.
The form container could also use a little something to make it stand out from an otherwise flat page.
It can be more effective to have a descriptive and enticing benefit statement as the starting point – to make people want to watch.
It could be as simple as putting a few bullet points in place of the form and nudging it down a bit. Which allows you to visually break the information into three pieces, speeding the reading process. The testimonials shown are anonymous which reduces their impact (as they could have been made up).
I would try to knock everything back to be within the same basic color hue, so the pricing grid can stand out.
A good landing page (on any website) should have one singular purpose, as to keep the page simple and clean.
This does not mean that the text should be “salesy” but instead it should provide information that the visitor will find useful and want to know more about. It is a perfect opportunity to collect information, but should not be overwhelming or cumbersome for visitors. Make sure that the messaging in your corresponding call-to-action, as well as the headline of the landing page, match the offer you are providing. That is, for a software vendor landing pages are effective to generate leads, not to convert a sale.
In short, you want the prospects’ last action on your landing page to be clicking on that button to achieve the goal. That’s why you shouldn’t just use testimonials with general shoutouts proclaiming that your product is great or awesome, rather, pick quality quotes to display on the landing page. There are a lot of CRM solutions that speed up this process by collating your company and brand mentions with just a single click.
The design itself is lighthearted and fun while giving ample space to show off the product and its benefits. Eventually, you want visitors on a landing page to try out your app, not to read a huge page.
They want to understand what you app is doing (value proposition) and they want to see how it looks like (free trial button). The content on that page is meant to validate you in the visitor’s eyes, put you in their consideration set and encourage them to get in touch with you.
They’ve put the most relevant information in front of their visitor and nothing more.
If you focus on contrasting colors you will be much more successful at making it stand out.
If you stood back and looked at this page you’d be hard pressed to really differentiate the most important element.
Here, the page is so simple that there’s no real visual complexity to compensate for, but you should still get in the habit of practicing separation. This could mean that you need to move the 3rd feature block somewhere else, and switch it to 2 or 4.
Always ask permission to use a testimonial and include the name of the person providing it for extra trust points. That’s the equivalent of walking into a clothes store and being told to buy these clothes before you even try them on. I’d also make the two pricing tiers on the outside, the same muted color, to make the recommended (center) tier the most dominant.
Don’t let your visitors get distracted by links or navigation items, instead focus on the one clear conversion point for the page. Landing page forms on a B2B website should be short and used to collect a few essential pieces of information (name, email, website, phone number, etc.) without getting too in-depth. For example, if someone downloads an Ebook about Internet Marketing, make sure the Ebook is high quality and matches what they were looking for. In fact, a MarketingSherpa study showed that 68% of B2B businesses use landing pages to get new sales leads for future conversion.
Keep in mind though that a downloadable industry report can take the prospect’s attention away from the free trial offer, or vice-versa. It’s unique because, unlike a technical or general trust mark, this seal goes one step further to validate the quality of specific business solutions and the vendor’s reliability to provide support.
If you haven’t yet, now is the good time to start building your social network to generate social proof for your product. Some of this could be resolved by moving the customer logos to the bottom of the page, potentially in greyscale to prevent them from conflicting with the rest of the page. Or you could extend the header area to be longer, and balance the design by putting a relevant statement beneath the video, talking about a benefit of the service.
Get right to the point and get there within just a sentence or two and your visitors will thank you.
For B2B researchers, seeing a niche trust seal like the Verified Quality Seal is like getting the opinion of a specialist doctor who understands their unique medical case. For instance, prospects who read a testimonial about how a live chat app resulted to an increase of inquiries in a customer’s website by 50% will have a clear picture how that app can help them, too. Even if you manage to work your way down to it, it’s so bland and nondescript, with no real purpose attributed to it. In general, the more fields on a form, the more work for the visitor, and the less leads generated. If you’re interested in improving credibility of your product you can easily request the quality seal here. Passions include cooking, eating other peoplea€™s cooking, the Green Bay Packers, organizing, craft-beering and spending time with his wife Julie and baby girl Grace. So my test advice is to say exactly what you will receive in the header, and reinforce that in the CTA.

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