Designing Core Four Landing Pages
The Core Four system covers the four landing page types every B2B funnel needs:
- Overview + Product Page — introduces the offer, explains value, highlights features/benefits
- Comparison Page — positions the product against competitors or alternatives
- Social Proof Page — leads with testimonials, case studies, logos, and results
- Demo Page — drives toward booking a call or requesting a demo
Start by identifying which stage of the buyer journey a prospect is in, then build/select the matching page type rather than forcing one generic landing page to do everything.
Progress:
- Step 1: Define the page's single conversion goal (book demo, compare, trust-build, convert signups)
- Step 2: Choose the matching Core Four template type
- Step 3: Draft the above-the-fold section (headline, subhead, hero visual, primary CTA)
- Step 4: Build supporting sections specific to the page type (see below)
- Step 5: Add social proof elements (logos, testimonials, stats) regardless of page type
- Step 6: Place CTAs at natural decision points, not just top/bottom
- Step 7: Review for one goal, one message, one CTA per page
- Step 8: Check mobile responsiveness and load speed implications of design choices
Page-specific structure
Overview + Product Page
- Hero: clear value prop + primary CTA
- Problem/solution framing
- Feature breakdown (3-5 key features max, each tied to a benefit)
- Product screenshots/UI visuals
- Social proof band
- Secondary CTA
Comparison Page
- Hero stating "X vs Y" or "Why teams switch to [product]"
- Comparison table (features, pricing, differentiators) — be factual, not petty
- "Why we're different" narrative section
- Migration/switching ease reassurance
- Customer quotes from switchers
- CTA to trial/demo
Social Proof Page
- Hero led by a strong stat or quote, not a feature claim
- Logo wall of recognizable customers
- 2-3 detailed case studies with metrics (before/after, % improvement)
- Video testimonials if available
- Industry-specific proof if targeting a vertical
- CTA reinforced by proof ("Join 10,000+ teams...")
Demo Page
- Minimal distraction — strip nav, footer links, extra CTAs
- Hero: what they'll see in the demo + who it's for
- Short form (name, email, company — avoid long forms)
- What to expect bullet list (sets demo expectations)
- Light social proof (logos only, not full case studies)
- Single CTA: "Book your demo"
Example 1: Input: Need a landing page for a prospect comparing us against a competitor after a sales call. Output: Build a Comparison Page — hero framed as "[Product] vs [Competitor]," feature comparison table, 1-2 switcher testimonials, and a trial CTA. Avoid stacking full case studies here; save that for the Social Proof page.
Example 2: Input: Marketing wants one page to "do everything" — explain the product, show proof, and get demo bookings. Output: Push back and split into dedicated pages. Recommend routing cold traffic to the Overview page, retargeting ads to the Social Proof page, and bottom-funnel/sales-shared links to the Demo page. One goal per page converts better than one page with three goals.
- One primary CTA per page type — repeated, not varied
- Match page type to traffic temperature (cold → Overview, warm → Comparison/Social Proof, hot → Demo)
- Keep demo page forms short; every extra field drops conversion
- Use real metrics in social proof, not vague claims ("40% faster onboarding" beats "customers love us")
- Design comparison tables to be honest — overly biased tables erode trust
- Reuse a consistent visual system across all four pages so the brand feels cohesive across the funnel
- Don't combine page types — a Demo page with a full feature comparison table kills conversion focus
- Don't put case studies above the fold on a Demo page; save the proof for Social Proof pages
- Don't skip the "why we're different" narrative on Comparison pages — a table alone feels cold
- Don't over-design the Demo page; simplicity and speed matter more than visual flourish here
- Don't let Overview pages become feature dumps — cap at the most differentiating features, link out for full details