B2B Landing Content Structure: What to Write Block by Block

A B2B landing doesn’t trigger impulse buys — it removes risk and answers decision-maker questions. Use this block-by-block structure to tell a clear value story, add proof, and create an easy path to contact.

Primary goal (what success looks like)

• Request a demo/consultation (primary CTA).
• Download a one-pager/PDF (lead magnet) for colder visitors.
• Repeat visits & engagement: anchor clicks, pricing/case views.
• Lead quality: title, company, intent.

Page structure: blocks & messages

1. Hero (who gets what outcome + how): one-liner benefit, clear primary CTA.
2. Problem → Solution: 3–5 pains by segment and how you solve them.
3. Value props: why better than status quo or alternatives (numbers).
4. Features to outcomes: map each feature to user value (table).
5. Trust: client logos, quotes, awards, certifications.
6. Case snippets: before → after with metrics (ROI, time saved, error rate).
7. Integrations & stack: logos, depth (native/API/webhook), SLA.
8. Security & compliance: GDPR/ISO/SOC2, roles, audit.
9. Packaging & price anchors: what drives price, who each tier fits.
10. ROI/economy calculator: simple formula or widget.
11. How it works: 3–5 onboarding/implementation steps with timing.
12. FAQ: 6–10 concise answers to common objections.
13. Final CTA: “Request a demo”, secondary “Download PDF” / “See all cases”.

Copy: how to phrase it

• Hero headline formula: “Who gets what outcome because of X” — avoid jargon.
• Subhead adds specifics: numbers, timeframe, concrete use case.
• CTA verbs of outcome: “Request a demo”, “Estimate ROI”, “Get a quote”.
• Every block kills an objection: speed, risk, compatibility, payback.
• Replace fluff with proof: numbers, logos, standards, screenshots.

Content per block: what to write

• Hero: one clear headline + 1–2 lines + one primary button.
• Pains: list by role (CEO, Ops, Marketing) — 1–2 lines each.
• Benefits: “+30% speed”, “−25% errors”, “Payback in 2–3 months”.
• Features: tie to outcome and proof (mini case or stat).
• Cases: one metric, one visual, link to full case.
• Integrations: logos + label “native/API/webhook”.
• Security: 5–7 bullets (encryption, logs, roles, backups, access).
• Pricing: “From …” or range; state price drivers (users, modules).
• Process: timeline steps with durations (e.g., Pilot 2–4 wks → Rollout 4–8 wks).
• FAQ: short, link to docs/policies for depth.

UX & the form

• Scannability: subheads, lists, comparison tables, anchor menu.
• Sticky CTA on desktop/mobile; anchors to pricing/cases/FAQ.
• Form: 4–6 fields; use progressive profiling after first contact.
• Microcopy: “We reply within 24h”, “No spam, ever”.
• Privacy note + consent checkbox.

SEO notes for B2B landings

• One target topic per page; move clusters into hubs/posts.
• Schema.org: Organization, Product/Service, FAQPage, BreadcrumbList.
• Internal links: landing ↔ cases ↔ pricing ↔ posts (natural anchors).
• Hreflang for locales; clean URLs; unique Title/Description.

Analytics & experiments

• GA4 events: view_hero, click_cta, view_pricing, view_case, submit_lead (with params).
• Funnel: sessions → 50% scroll → CTA click → form submit.
• A/B order: headline & offer first, then trust, then pricing/CTA.
• Heatmaps/scroll depth to find dead or overloaded blocks.

Common mistakes

• Vague hero without numbers.
• Feature dumps with no value linkage.
• No proof (cases/integrations/security).
• Long first-contact form.
• No secondary CTA for colder visitors.
• Slow first render (lazy hero image).

Cheat-sheet (page skeleton)

• Hero → Problem/Solution → Benefits → Features→Outcome → Trust → Cases → Integrations/Security → Pricing → ROI Calc → Process → FAQ → Final CTA.

Wrap-up

Great B2B landings tell a crisp value story, add proof and offer easy next steps. Build blocks around objections, support with numbers, and keep a soft CTA for those not demo-ready yet.