11 Customer Page Examples for B2B Marketers to Learn From

Your customers page, if laid out correctly, can be one of the greatest assets to your sales and marketing efforts. 

It’s the space on your marketing site where you get to highlight all of the amazing things you’ve done for your customers. Or rather, your customers get to do that in their own words. This is where your customer testimonials shine, perfectly organized by industry and placed strategically near various calls to action. 

One of the best ways to ensure that you’re getting your customers page right the first time is to see what other larger companies are doing, both right and wrong. Examine some of the best customers pages from across the web and see where they succeed before applying those lessons to your own site. 

Here are the top 11 examples of great customers pages from across the web.

1. Zendesk

Zendesk is one of the top examples we found of a killer customers page. It is a helpdesk software designed to arm companies with customer service tools in order to more effectively communicate with their customers. 

It makes sense for a company which focuses on customer relations to have a great customers page. After all, if they’re providing you with software to help your customer service, it stands to reason that their own customers should be satisfied. 

When you first look at the customers page for Zendesk you’ll notice that they list one main story up on the top of the page. That story, at the time of this writing, is Airbnb, a globally recognized company. Right off the bat this lets you know that Zendesk has some very high profile customers, meaning they are a legit company. 

The remainder of the customer testimonials are all organized very well into a number of categories, including location, industry, company size, and more for easy browsing. This helps Zekdesk’s prospects pinpoint relevant information easily. Organization is an important element of the user experience and let’s the prospect know that their time is valued. 

Each story is represented by thumbnail images which serve as links to full customer stories. 

Overall, the page is easy to navigate and easy to use. It would be much more effective, however, if Zendesk was utilizing testimonial video content.

The reason why companies should rely on video for their customer testimonials comes down to the way human process information. Visual data is processed in the brain 60,000 times faster than text. When prospects watch a video, they typically retain 90% of the information presented to them, making it a highly effective medium. 

2. Help Scout

Help Scout is another software company specializing in customer support. It provides email and live chat functionality with customers, using a personal touch. 

Their customers page wastes no time in touting the success and size of the company, stating that it is used by over 9,000 businesses. Right below that in the header graphic you’ll see a number of recognizable company logos. 

Help Scout utilizes a great blend of video and text testimonials. Some of the stand out companies that they work with have quotes associated with their testimonial. 

They also make it a point to drop in the logos of some of their larger clients, even if they did not provide a testimonial. 

Their video testimonials are put together very well. They function like mini documentaries, interviewing several employees of the testifying company, giving background information on the company as a whole, and going into great detail on how Help Scout aids them in servicing their clients. 

3. Hubspot

Hubspot is a marketing and sales software company. It is one of the larger software companies on the market and their customers page is a glowing example of how simplicity can sometimes be more user friendly. 

Hubspot utilizes quote snippets for most of their testimonials, drawing the prospect in with short glowing copy provided from each testifying customer. This is another business that would benefit from utilizing video as a more effective medium, but as far as text-based pages go, it is one of the best. 

They also include a link to each testifying customer’s business, which is a great incentive for customers to provide a testimonial in the first place. Giving them an external link is not only free advertising, but it also works wonders for their SEO. 

What makes Hubspot’s page different from most of the others on this list is its incredibly simple design. While maintaining a single column layout, the page manages to remain effective. Each testimonial it stacked one on top of the other. They’re kept fairly short so that a prospect can easily read each snippet down the line. 

Another interesting feature of this page is that it calls out whether a customer had switched to Hubspot from a competitor. It makes sure to point out the impact of that change, giving prospects who may be working with one of their competitors something to think about when making their purchase decisions. 

4. Bizzabo

Bizzabo is an event management software company with a collection of full case studies from various customers and a large testimonial video from Coinbase, one of the leading cryptocurrency trading platforms in the world. 

The company makes a statement immediately at the top of the page, stating that their customers are the center of their universe. This is done through a well designed image highlighting some glowing social media mentions that the company has received from their clients. 

They tout their perfect score from the Capterra Customer Service rating before diving right into a series of case studies. Each study is represented by a small box with an image, company logo, and a pull-out snippet. 

Below that is their featured video testimonial. It clocks in at just over two minutes with some upbeat music and a good example of effective B-Roll footage

5. Xero

The business and accounting software company Xero has a lot going for it, and its customers page showcases that perfectly. 

Xero has a wide range of clients, so it separates all of its reviews and testimonials by industry. 

Once you select your industry you’ll be taken to a page which features a case study with both text and a video. There is one testimonial per industry and each one has its own dedicated page. There are 17 different industries listed, giving a wide spectrum of customers to choose from. 

This kind of organization ensures that the prospect is receiving only the most relevant information. 

Each industry has its own customized landing page with industry-specific information listed before you get to the actual customer story. 

This page is very user friendly, allowing prospects to find what they’re looking for with almost no effort.

6. ChowNow

ChowNow is a food ordering system and mobile app. When you open up their testimonials page, you are greeted with a chat pop up that features a new testimonial. This testimonial page is aimed at restaurant owners who are considering having their establishment listed on the service, rather than the customers who would be using the app.

The top two testimonials get both a snippet and a video featured on the page. They also make sure to note what kind of restaurant each testimonial comes from. Some examples of the categories featured are Mexican restaurants, Cafes, Sandwiches, BBQ, and more. 

Every review has a video, but most of them don’t have an embedded player. Beneath each customer there is a video play icon for prospects to click. All of the testimonial videos pop up on the page, so there’s no need to navigate away or wait while a new page loads. 

The videos are professionally shot and edited and look highly impressive. 

7. Hootsuite

Hootsuite is one of the largest and most recognized social media management companies in the world. Its customers page is very well organized, divided up by both the type of customer study and the various different industries that have used its service. 

Each case study takes you to its own dedicated page. These pages are laid out with a testimonial video on top followed by written a written case study underneath. 

There are also industry-specific case studies featured on the page, ensuring that the prospect is receiving relevant information. 

Each testimonial video is expertly edited and looks very professional. They are embedded through YouTube, and users can follow the videos to Hootsuite’s official YouTube account. 

8. Shopify

Shopify is one of the most widely known ecommerce platforms on the planet. Someone who is the owner of a business which sells products online knows that their choice of ecommerce platform is one of their most vital decisions. 

Since prospects want to have full confidence in the platform that they choose, it stands to reason that the number one most popular platform in the world would have a stellar customers page in order to promote social proof and increase consumer confidence in its product. 

Shopify’s page is laid out very well with colorful images featured for every testimonial. Each one listed comes with a slew of information on the company, including its name, an image, and their location. 

These testimonials are text-based and could use some video to brighten them up. 

Shopify gives the testifying customers a chance to talk about their company before going into the actual testimonial. This is essentially a place for the company to market itself. This is a fantastic perk that undoubtedly makes it easier for Shopify to receive testimonials from their customers. 

9. mHelpDesk

The business automation software mHelpDesk has a very effective customers page, featuring both testimonial videos as well as text-based reviews. 

The video testimonials are featured prominently at the top of the page with pulled out text snippets beneath them for easier navigation. There is a call to action between the video section and the text based reviews. 

The page also showcases some of the various awards and badges of recognition the company has received. While this is not a direct testimonial from a customer, it is an extra something to convey a sense of trust in the mind of the viewing prospect. 

The videos featured on the site are fine for the most part, but some of them are lacking in quality. You always want to have the best possible quality in your video testimonials as that is an indicator of your service. It helps to make the prospect trust the testifying customer and, by extension, your business. 

10. 99 Designs

99 Designs, a professional design firm, takes a different approach from most other companies on this list by utilizing a star-based rating system. 

They start out with a video up top which is professionally edited and well done. Below that, you’ll find a series of star-based reviews all separated by categories and industries. 

Customers can leave a star rating and review the service as though it were an Amazon product. This approach is highly effective because it’s something familiar that people already know. 

This casual format also gives them an opportunity to garner a lot of reviews. There are over 37,000 on the site, and a star rating average of 4.8 out of 5 at the time of this writing. 

Customer reviews are incredibly effective. In fact, it has been stated that posting 50 product reviews leads to a conversion increase of 4.6%. On top of that, customers who interact with reviews typically generate 62% more revenue per visitor.

11. Hotjar

The business heat mapping and survey software Hotjar features a varied customers page that switches seamlessly back and forth between video testimonials and shorter text based reviews. 

The videos all feature a small write up on the testifying company. These videos are really well done, featuring numerous employees and great production value.  

Beneath the top three videos you’ll find a number company logos and employee headshots with pull out quotes touting the success of the product. After that is another video followed by more text quotes. 

There are also a number of case studies that show concrete results for some big name clients. 

In Conclusion

There’s a whole lot that these companies are doing right with their customers pages, but none of them are exactly alike. That’s because a customers page has to look and feel right for the particular company it is highlighting and the audience it is trying to reach. 

Decide which of these features would best fit your company and ideal demographic so that you can reap the rewards of satisfied customers with stellar testimonials. 

Sam Shepler

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