Designing Core Four Landing Pages
Build one of the four core B2B landing page types, each with a distinct conversion job:
- Overview/Product Page — educates on the product and drives feature-led conversion
- Comparison Page — positions against competitors/alternatives to convert bottom-funnel traffic
- Social Proof Page — leads with testimonials, logos, and case studies to build trust
- Demo Page — single-purpose page optimized for booking a call/demo
Start by identifying which funnel stage and visitor intent you're designing for, then pick the matching template.
Progress:
- Step 1: Identify traffic source and visitor intent (cold ad traffic vs. bottom-funnel comparison shoppers vs. demo-ready leads)
- Step 2: Select the matching Core Four template (Overview, Comparison, Social Proof, or Demo)
- Step 3: Customize the hero section to match the specific offer and audience
- Step 4: Fill in page-specific sections (see Examples below)
- Step 5: Ensure a single, clear CTA repeated at logical scroll points
- Step 6: Review against best practices checklist before handoff to dev
Page-specific structure
Overview/Product Page
- Hero with clear value proposition + primary CTA
- Problem/solution framing
- Core feature breakdown (3-5 max, not an exhaustive list)
- Supporting proof (logos, quick stats)
- Secondary CTA
- FAQ section addressing objections
Comparison Page
- Hero stating "X vs Y" or "Why teams switch from X to us"
- Side-by-side comparison table (feature/price/support axes)
- Migration/switching ease section
- Testimonials from switchers specifically
- CTA framed around trial/switch, not generic "learn more"
Social Proof Page
- Hero built around a strong outcome stat or customer quote
- Logo wall above the fold
- 2-3 detailed case studies with metrics
- Video testimonials if available
- CTA reinforced after each proof section
Demo Page
- Minimal navigation (remove distractions/exit points)
- Short, benefit-driven headline
- Form or scheduler front and center, above the fold
- Brief trust signals (logos, one-line testimonial) beside the form, not above it
- No secondary CTAs competing with the demo booking
Example 1: Input: Need a landing page for cold paid traffic that doesn't know the product yet. Output: Use the Overview/Product Page template — lead with problem/solution framing before features, since the visitor has no prior context.
Example 2: Input: Need a page for prospects actively evaluating us against a named competitor. Output: Use the Comparison Page template with a direct "Us vs. [Competitor]" hero and feature comparison table above the fold.
Example 3: Input: Need a page for a retargeting campaign to warm leads who've already seen the product. Output: Use the Social Proof Page template — skip re-explaining the product, open directly with case study results.
- One page = one job. Never combine Overview and Demo goals on the same page.
- Keep one primary CTA per page; repeat it, don't diversify it.
- Match headline language to the ad/email that drove the click (message match).
- Use real metrics in social proof, not vague claims ("40% faster," not "much faster").
- Keep comparison tables honest and scannable — 5-7 rows max, not a feature-dump.
- Design mobile-first; B2B traffic is increasingly mobile even for "serious" buyers.
- Don't put a long-form product explainer on a Demo page — it kills the single-intent conversion goal.
- Don't use generic stock testimonials without names/titles/companies — specificity builds trust.
- Don't overload the Comparison page with more than one competitor — dilutes the argument.
- Don't bury the CTA below long feature lists; interleave CTAs every 2-3 sections.
- Don't reuse the same hero across all four page types — intent differs, so the hook must too.