Designing Core Four Landing Pages
Build four distinct landing page types, each serving a specific stage of the buyer's journey:
- Overview + Product Page — introduces the product, core value prop, and features
- Comparison Page — positions against competitors/alternatives
- Social Proof Page — leads with testimonials, case studies, logos, data
- Demo Page — drives toward booking a demo or trial signup
Start with the Overview page to establish visual system (type, color, components), then adapt that system across the other three.
Progress:
- Define the campaign goal and which of the Core Four pages are needed
- Build Overview + Product page first (establishes design system)
- Build Comparison page (reuse components, swap content structure)
- Build Social Proof page (reuse components, lead with proof not pitch)
- Build Demo page (reuse components, optimize for single conversion action)
- Cross-check consistency: nav, footer, CTA styling, spacing across all four
- Review each page against its specific best practices checklist
1. Overview + Product Page
- Hero: headline (outcome-focused, not feature-focused) + subhead + primary CTA
- Problem/solution framing above the fold
- Feature breakdown in digestible sections (3-5 max), each with a visual
- Secondary CTA repeated after every 2-3 sections
- Social proof strip (logos) near top, detailed proof lower
2. Comparison Page
- Lead with the category question ("X vs Y vs Z") not a sales pitch
- Use a comparison table — feature rows down the side, products across the top
- Be honest about tradeoffs; over-claiming kills credibility
- Place your product first/highlighted column
- End with a CTA framed as "see why teams switch" rather than generic "sign up"
3. Social Proof Page
- Open with the strongest single testimonial or stat, not a headline about the product
- Group proof by use case or persona so visitors self-identify
- Mix formats: quotes, logos, case study links, numeric results (%, $, time saved)
- Keep CTA secondary until proof has been established — proof IS the pitch here
4. Demo Page
- Minimal navigation — remove distractions, single conversion path
- Form above the fold, short (name, email, company — nothing else unless necessary)
- Replace feature lists with "what you'll see in the demo" bullet points
- Add urgency/specificity: calendar picker, "15-min walkthrough," named presenter
Example 1: Input: Need a Comparison page for a project management tool vs. Asana and Monday.com Output: Hero headline "ProductX vs Asana vs Monday.com: Which one actually fits your team?" → comparison table with rows (Pricing, Automations, Free Tier, Support SLA, Setup Time) and ProductX column visually emphasized → tradeoffs section acknowledging where competitors win → CTA "Try ProductX free for 14 days"
Example 2: Input: Need a Social Proof page for a B2B SaaS onboarding tool Output: Hero stat "Teams using [Tool] cut onboarding time by 40%" → three persona-grouped sections (Sales teams, Support teams, Engineering teams) each with a quote + logo + metric → case study link cards → soft CTA "See how it works"
- Keep one visual system across all four pages so they feel like a cohesive campaign, not four unrelated designs
- Match CTA language to page intent: Overview = "Get Started," Comparison = "Switch," Social Proof = "See How," Demo = "Book a Demo"
- Always design mobile breakpoints alongside desktop — B2B traffic is increasingly mobile
- Reuse a shared component library (buttons, cards, nav, footer) to speed production and ensure consistency
- Include a "before you start" content audit: what proof, logos, and data do you actually have before designing around it
- Don't put a comparison table on the Overview page — it belongs on the Comparison page only
- Don't bury social proof at the bottom of every page; each page needs some proof, but the Social Proof page leads with it
- Don't use the same generic CTA copy ("Learn More") across all four pages — each page has a different job
- Don't overload the Demo page with feature content — that competes with the Overview page's purpose and kills conversion
- Don't skip the honest tradeoffs section on Comparison pages — unverifiable superiority claims erode trust