Leave with a landing page outline with message, evidence and a clear conversion action.
Start with a real buying situation
For the worked example, the audience is a sales operations director. Their problem is that opportunities lose their owner between discovery and proposal. The desired practical outcome is a named owner and a dated next action on each active opportunity.
The example is deliberately bounded: the team cannot migrate data during quarter-end. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a CRM rollout for a 20-person sales team |
|---|---|
| Buyer question | Where does an opportunity most often stop moving, and who notices first? |
| Possible evidence | a walkthrough using five anonymised opportunities from the buyer’s current workflow |
| Useful asset | an opportunity handover checklist |
How to complete your landing page brief
- Name the visitor and the question they arrive with.
- Write a concrete headline that answers that question.
- Show how the offer works and what it includes.
- Address relevant concerns with evidence and clear limitations.
- Choose one primary action and explain what happens after it.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| Visitor and arrival question | a sales operations director asking how to address this problem: opportunities lose their owner between discovery and proposal. |
|---|---|
| Headline and offer summary | Example headline: “B2B SaaS: start with a clear brief.” Explain the offer in the next sentence: a CRM rollout for a 20-person sales team. Refine the headline using your actual customer language. |
| Evidence and scope | Show a walkthrough using five anonymised opportunities from the buyer’s current workflow. Explain separate subscription, migration, support and training costs. |
| Objections to answer | Answer the real concern: “We already pay for a CRM.” Response direction: Then replacing the subscription is not the starting point. Let us compare how your team assigns and follows up five opportunities today. |
| Primary action and next step | Invite the reader to test one pipeline with two volunteers before discussing a wider migration. Explain the information required and what happens after they respond. |
Review before using it
A useful operational measure in this example is the share of active opportunities with a recorded next action. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Can a first-time visitor explain the offer and the next step without a sales call?
- Check the delivery assumptions: Separate subscription, migration, support and training costs.
- Use evidence rather than promises. Do not promise a revenue uplift or an integration that has not been tested.
- Discuss the draft with someone who understands the buying situation. Start with: “Where does an opportunity most often stop moving, and who notices first?”
- If the next step is a trial, define its purpose. One possible starting point is to test one pipeline with two volunteers before discussing a wider migration.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Multiple competing calls to action can hide the page’s primary purpose. |
|---|---|
| A real buyer concern | We already pay for a CRM. |
| Useful response direction | Then replacing the subscription is not the starting point. Let us compare how your team assigns and follows up five opportunities today. |
| Evidence to collect | The buyer’s own account, a walkthrough using five anonymised opportunities from the buyer’s current workflow, and records relevant to the share of active opportunities with a recorded next action. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: a sales operations director asking how to address this problem: opportunities lose their owner between discovery and proposal.
Example: Example headline: “B2B SaaS: start with a clear brief.” Explain the offer in the next sentence: a CRM rollout for a 20-person sales team. Refine the headline using your actual customer language.
Example: Show a walkthrough using five anonymised opportunities from the buyer’s current workflow. Explain separate subscription, migration, support and training costs.
Example: Answer the real concern: “We already pay for a CRM.” Response direction: Then replacing the subscription is not the starting point. Let us compare how your team assigns and follows up five opportunities today.
Example: Invite the reader to test one pipeline with two volunteers before discussing a wider migration. Explain the information required and what happens after they respond.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my b2b saas business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why opportunities lose their owner between discovery and proposal, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Do not promise a revenue uplift or an integration that has not been tested.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a landing page outline with message, evidence and a clear conversion action. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.