B2C and B2B product pages will often differ due to the nature of the products and services being sold, but there are common elements.

Both need to clearly explain what the product or service is, how much it costs, and how it will benefit the customer as well as providing a visual appeal.

In this post, I've collated some examples of great B2B product pages. They're not necessarily all perfect, but each contain features and elements of note.

It should also be noted that, though I'm calling these product pages for the purpose of this post, they should also be viewed as landing pages

On Econsultancy, we attract plenty of traffic direct to report pages from search, email etc. This means that the product page has to work as a stand alone page. 

What makes a great B2B product page? 

Here are a few of the elements I was looking for. 

  • A clear explanation of the product. This may seem obvious, but it's amazing how many B2B sites I've seen where I can spend minutes trying to find out what the company actually does.

    Some B2B products and services can be complex, but you need to try and explain them to customers before their attention wavers. We have the same challenge at Econsultancy

  • Visual appeal. Yes, you're going to need plenty of text to explain to the uninitiated what you are offering, but you need to use visuals to make the page appealing. 
  • Explain the benefits. What will the service do for customers? How? Explain this clearly. 
  • Testimonials. If you have satisfied customers prepared to leave a testimonial, use them. Just make sure they're not too cheesy. 
  • Product comparisons. If you have different subscription levels, then allow people to see the features of each at a glance

  • Video. A quick video explanation can be a great way to cut through everything and provide interested visitors with a clear description of product and benefits. 

    It's important to keep them reasonably short for first time visitors. A quick one minute explainer is more likely to be seen than five minutes of detail, however well produced. 

  • Social proof. Showing that other people have used your service, and in a significant volume, can increase visitors' confidence in your product. 

    This can take a number of forms. such as showing the logos of existing users, displaying stats on the number of users, and so on. 

You'll find plenty of social proof, and more, in the following examples... 


Above the fold, this is a nice clean landing page, with prominence given to the number of projects completed using the service, and a nice clear call to action. 

Basecamp gets into the nitty-gritty further down the page, explaining the features more clearly with the help of screenshots. 

This graphic, showing some of the brands that have used Basecamp, is a great way of reinforcing the product. 

Basecamp provides, or links to, all the information you will need about the service without overwhelming the visitor with huge swathes of text or too much sales-speak. 

It also displays several calls to action down the page so users can see them whichever stage of the research process they are at. 


Another simple product/landing page. The two sentences provide a clue as to the product offered, while also enticing people enough to explore further. 

The product information is spread over three pages rather than a long page as Basecamp uses, but it's still very well presented. 

For example, common FAQs about the 14 day trial are answered clearly: 

The pricing for different plans is presented in an appealing way, using colour and shades, as well as mouseover information, to explain the features and limits of each plan. 

99 designs

This landing page quickly explains what the service does, with this line, which reinforces the importance of good (and succinct) copywriting:

Let our community of 291,291 designers create dozens of designs for you.

This line explains the service, as well as showing the number of designers, a useful form of social proof

The use of video is good too. Rather than visitors having to search for the information, video is a good way to cut through all of this and explain the product or service clearly. 

This video is short (just 59 seconds) so as not to deter viewers, and explains the service very well. 


The landing page is clear enough, explaining what the company offers: 

Clicking 'get started' puts you straight into the product selection process, asking you to select a template for your website.

The three step process is summarised, while the page has great visual appeal. 

It shows examples of the businesses using each design which you can check out too: 

I wonder how successful the sales process is though. From selecting a design, you're asked to register straight away for a free trial, without having even seen any price information. 

This feels a little too rushed to me, but perhaps it's working for Squarespace. 


This landing page explains the service very succinctly, with a clear call to action.

The numbers using the service shown underneath help to reinforce the impression that this is an established business. 

Just underneath, the logos of brands that have used the service are shown for further reassurance.

The icons show the services offered, and each one links to further information. A good way to convey a range of services at a glance. 

This shot shows the interface and how it works, explaining the benefits to visitors. 

All in all, it's a very long landing page, but it does explain the product, features and benefits very well indeed. 

This is just a small sample, and I'm sure there are plenty of other great examples out there. Let me know which you have admired...

Graham Charlton

Published 2 April, 2014 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (9)

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Chris Garduno, Consultant at ChrisGarduno.com

I would also add a "CTA" or call to action as something that should be on all product or landing pages

over 4 years ago


Chris Vincent, Owner at Write House

Some great examples of minimal and intuitive page layout. No confusing messages, no conflicting information. Subtle social proof creating credibility. Bare minimum of copy giving straight forward information. Good stuff.

over 4 years ago


Jonathan Marsan, eMarketing at TLV International, Inc.

I often get lulled in by that "B2B" keyword only to find a series of examples constrained to the software/web services sectors. Those are some really nice product pages, but it would be nice to see other less common examples of good B2B marketing such as from the manufacturing sector.

over 4 years ago


Alexander Croucher, Client Services Director at Croucher Edwards Ltd

Great article.

For anybody looking to learn more about acquisition-based web design I'd suggest you look at useronboard.com. It has a really thorough assessment of how Basecamp et al attract new customers, from the initial landing page through to the free trial phase.

over 4 years ago


Nick Hilditch, Town Clerk at Hythe Town Council

I agree with @Jonathan. The biggest b2b technology companies (for example the so called 'G5' group of major electrical companies - ABB, Alstom, GE, Schneider Electric, Siemens) have invested substantially in their websites.

These very large industrials might be selling b2b offerings ranging from multi-million dollar power stations direct to power utility customers to lower cost components through specialist distributors.

I suspect their success criteria are somewhat different to the ones you cite.

over 4 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Nick @Jonathon

I guess B2B is a very broad term, but I take your point about covering other sectors. I'll look at this for a future article.

over 4 years ago


David McKenna

@Graham I would be interested in seeing example product pages from websites within the supplier/distributor model.

over 4 years ago


Larry Goldman

@Graham I see no forms on any of these examples. I was taught that having a form on the landing page led to more immediate completions (certainly more a guideline than a hard and fast rule, but it is pushed as a best practice by companies like Hubspot and Marketo).

Any thoughts on that aspect of landing pages, since you didn't discuss it at all? Am I incorrect? Does your research indicate a different result for form best practice? Or are you drawn to "pretty" pages as the best examples, and these generally don't include forms?!

over 4 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Larry - the forms in each of these examples come after the call to action is clicked.

I guess it depends on the product. For the examples here, some explanation and selling is required before the form. For a simpler product I don't see a reason why a simple form couldn't work well.

This post is intended to be the first of a series on B2B product and landing pages, and we'll look at some of the less 'sexy' examples later.

I was hoping to get some feedback on what readers would like to see, as well as suggestions of B2B brands that do this well.

over 4 years ago

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