Your landing page can make or break a marketing campaign. Once you’ve secured a potential customer’s attention, it’s up to your landing page to secure the conversion by convincing them to move along the sales funnel.
Best practices for landing pages can help most businesses lock down sales. However, B2M businesses can’t always use these practices. Because a B2M company has multiple audiences with differing needs and pain points, multiple persuasive strategies and branching landing pages may be necessary to convert the most visitors possible.
These five landing pages from B2M businesses are perfect examples of how to stick the landing and design a page that encourages your diverse audience to get interested.
1. Olympic Garage Door
Often, B2M businesses sell products and services that are similar, but not the same, to their different audience segments.
To provide these different segments with the best information possible, a business needs to split its sales funnel carefully. Online, this means directing customers to a business or individual consumer page as they may need.
This landing page from Olympic Garage Door shows how you can split the sales funnel at the precise moment to ensure all visitor questions are answered without doubling up on content unnecessarily.
A large, central page element provides more information on garage door installations. This information is relevant to the business’s entire audience.
Below the main feature are several smaller images that link to more specific pages, providing info that only business customers or individual consumers may need.
A navigation bar at the top of the page provides additional options. It will allow visitors to find the information they need if they get lost while browsing.
Sometimes, customer and business needs are closely aligned. For example, a business like Adobe sells graphic design illustration software to enterprise and individual consumers.
These are highly divergent audiences in many ways, but Adobe’s business model means that they’re looking for similar services. As a result, Adobe can advertise to both audiences without branching the sales funnel early.
This page from graphic design and illustrator software developer Adobe shows how you can serve both your business and consumer audiences when they’re looking at pricing.
This strategy works best when you have an audience of both businesses and individuals that use mostly the same products in mostly the same way. For Adobe customers, whether you’re a big business or an individual, you’ll still be dealing with licenses, subscriptions and Adobe’s cloud-based software service. The primary difference between business and individual needs is scale. This page effectively communicates how pricing will change as demand scales up.
Breaking out the pricing offers specific information on the differences between business and consumer services without splitting the audiences too early.
Reducing complexity like this will ensure that business and individual customers are less likely to get lost while navigating your site.
Sometimes, the boundaries between a business’s “B” audience and “C” audience can get blurry — especially when a company is particularly large, multinational or well-established among both business and individual customers.
If it is unclear where one segment of your audience ends and another begins, emphasizing the flexibility built into your business plan can reassure customers that you have the resources they need.
This landing page from Amazon shows how you can demonstrate your business’s flexibility when talking to multiple different audiences simultaneously. Language like “selling plan,” “business category” and “fulfillment strategy” let companies and individual sellers know that Amazon’s services can support them.
Linking to resources on this page also makes it easy for visitors to learn more if they’re unsure of what they need.
On the other hand, your business and consumer segments can have very different needs. You may also need to segment your audience much earlier in the sales process to ensure they get accurate info.
This page from Verizon shows how you can emphasize one audience segment, letting them know they’re on the right track. The word “business” appears multiple times on the page, in both large and small fonts. The page visuals both reinforce Verizon’s brand and emphasize that you’re looking at a business product.
Customers who are after individual plans can always click on the “Personal” tab at the top left, and each page makes it very clear that moving forward will mean proceeding down the sales funnel for a business plan.
5. Farmers Insurance
The best B2M landing pages can emphasize benefits while anticipating divergent needs. This landing page from Farmers Insurance shows how a business can balance these two landing page characteristics.
This landing page offers labeled links to specific insurance types — including home, auto and business insurance. It also includes figures on how much customers save on average by switching to one of those insurance types.
This information ensures that all customers will find a way on the landing page to move forward, no matter what segment they’re in.
Use the Right Designs for Your B2M Landing Pages
Your landing pages will have a significant impact on how well your marketing works. Design strategies that consider the needs of both business and individual customers will work best for B2M businesses.
Knowing when to split the sales funnel and how to provide information to multiple audience segments will help you ensure your landing pages are ready for your entire audience.
Effective site navigation will also help. If visitors get lost while browsing, they’ll always have a way to find what they’re looking for.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.