The 9 winners.

The landing pages actually worth stealing from.

Winner #1: zoominfo.com

zoominfo.com/offers/b2b-data-enrichment-platform

B2B Enterprise Software landing page example from zoominfo.com
  1. 1

    What gets in the way

    Headline fits any data vendor

    ‘Clean, Accurate B2B Data You Can Trust’ is the biggest text on the page. Any data vendor could print the same words.

  2. 2

    What works

    Trial terms under the form heading

    One line under ‘Enrich Your Database Today’ covers the free start, the trial and the card. A stranger sees the cost before the first field.

  3. 3

    What works

    Button says the job it does

    The button label is ‘Start Enriching Data’. It matches the form heading above it.

  4. 4

    What works

    Named customer quote with a number

    A VP at SurveyMonkey says ‘20 minutes to just under 60 seconds’. The name, job title and figure are all in the first screen.

  5. 5

    What works

    Logo row beside the quote

    The line ‘Trusted by 35,000+ fast-growing companies worldwide’ is above logos for Adobe, HubSpot, Microsoft and Canva. Buyers see names they know before they scroll.

What to try

Customer quote beside the form

ZoomInfo puts a named quote with ‘20 minutes to just under 60 seconds’ in the first screen. Ask your best customer for one number and print it by your form.

See the original page

Winner #2: monday.com

monday.com/lp/crm/contact-sales

B2B Enterprise Software landing page example from monday.com
  1. 1

    What gets in the way

    Eight fields on a sales form

    The form has fields for name, email, job title, phone, company, company size and a note about the team. A visitor who only wants a price has a lot to fill in.

  2. 2

    What works

    Ticked list says what the call covers

    Three lines say the call covers CRM setup, ‘tailored pricing for your team size’ and AI. A visitor sees what the booking gets them.

  3. 3

    What works

    Support link for existing customers

    A line under the list sends a customer with a billing problem to the Help Center. They have somewhere to go before the sales form.

  4. 4

    What works

    Customer quote under the list

    The Chief Operating Officer of a customer says ‘it's a thousand times better’. The name and job title sit beside a photo.

  5. 5

    What gets in the way

    Review badges sit below the form

    ‘Based on 1,000+ G2 Crowd reviews’ and the award badges come after the form. A visitor decides to fill it in before seeing them.

What to try

Print what the call covers

monday lists three things the sales call covers above its form. Write yours as three short ticked lines before the first field.

See the original page

Winner #3: decagon.ai

decagon.ai/landing/ai-agents

B2B Enterprise Software landing page example from decagon.ai
  1. 1

    What gets in the way

    Announcement bar above the headline

    The top bar reads ‘Introducing Proactive Agents.’ with a Learn more link. It gives a visitor a second place to click before the demo button.

  2. 2

    What works

    Headline says what the product is

    The headline ‘The conversational AI platform for concierge customer experiences’ shows the category in one line. The Get a demo button is in the top right.

  3. 3

    What works

    Customer logos right under the hero

    Hertz, Notion and Eventbrite sit in one row under the first screen. Names a buyer knows say that real teams use it.

  4. 4

    What works

    Customer quote with a 32% figure

    A Rippling quote is next to ‘32%’ and ‘Increase in deflection’, with a link to the full case study. The result and the customer are together.

  5. 5

    What works

    Product rules shown as plain steps

    A ‘Refund order’ example lists steps such as ‘If @user_flagged_for_fraud’. A buyer sees how the rules read before a demo.

What to try

Customer figure beside the quote

Decagon prints ‘32%’ and ‘Increase in deflection’ next to a customer quote. Pair each testimonial on your page with one figure.

See the original page

Winner #4: xurrent.com

xurrent.com/lp/ai-service-desk?utm_solution=itsm&utm_type=marketing

B2B Enterprise Software landing page example from xurrent.com
  1. 1

    What gets in the way

    Full site menu above the headline

    The top bar lists Platform, Resources, Partners, Company and Pricing next to the button. Each is a way off the page.

  2. 2

    What works

    Headline says what the desk does

    The headline ends with ‘Resolves More and Escalates Less’, a result in plain words. An IT lead sees the outcome before any product detail.

  3. 3

    What works

    Standards and uptime in one line

    One line lists ISO 27001/27018, SOC 2 Type 1, ITIL accreditation and 100% uptime. An IT buyer can check each one.

  4. 4

    What works

    Problem described in plain words

    ‘Your IT Service Desk Is Drowning in Work That Shouldn't Require a Human’ describes the buyer's day. Four pain points follow in two columns.

  5. 5

    What gets in the way

    Strong figures, company not named

    The quote has ‘five weeks’ to go live and resolution time from 18 hours to under 6. The speaker works at an unnamed financial services firm.

What to try

Standards in one line

Xurrent prints ISO 27001/27018, SOC 2 Type 1 and ITIL accreditation in one line under the hero. List the checks your buyer asks about before a call.

See the original page

Winner #5: launchdarkly.com

launchdarkly.com/pa/feature-flags

B2B Enterprise Software landing page example from launchdarkly.com
  1. 1

    What works

    Product screen beside the headline

    A flag settings screen is beside the headline, with a prerequisite rule and targets shown. A developer sees the tool they would use.

  2. 2

    What works

    Three claims a developer can check

    The first screen reads ‘Separate deploy from release.’, then ‘Release progressively and roll back instantly.’ A developer can agree or dispute each line.

  3. 3

    What works

    Demo button and sales link side by side

    ‘Get a demo’ is a filled button and ‘Contact sales’ is a plain link. A buyer who wants to talk first has a route.

  4. 4

    What works

    Real code beside the setup claim

    The line ‘With a few lines of code, you can integrate your app and toggle your first feature flag on.’ is next to real code.

  5. 5

    What gets in the way

    Customer count near the bottom

    ‘Join over 5,500 customers from startups to enterprise’ and the logo wall come after every feature block. A visitor who stops earlier never sees them.

What to try

A plain link next to the demo button

LaunchDarkly pairs ‘Get a demo’ with ‘Contact sales’. A second route gives a buyer who is not ready for a demo another way to ask.

See the original page

Winner #6: gong.io

gong.io/ai-powered-sales-prospecting

B2B Enterprise Software landing page example from gong.io
  1. 1

    What works

    One-field form, work email only

    The form has a work email field and a consent tick. A visitor gives one detail to ‘See Gong Engage in action’.

  2. 2

    What gets in the way

    Headline set in capital letters

    SALES PROSPECTING REIMAGINED WITH AI is in full capitals. Capitals read slower than sentence case, so the first thing a visitor reads is harder to scan.

  3. 3

    What works

    Customer result above the paragraph

    The page starts with ‘increased its BDR-sourced pipeline by 2X’ before the product description. A visitor reads a result first.

  4. 4

    What works

    Review scores under the form

    Scores of 4.8 and 9.2 sit under the form, beside Gartner and TrustRadius. A buyer sees who rates the product before scrolling.

  5. 5

    What works

    Same one-field form at the foot

    The page ends with ‘Win more with Gong’ and the same ‘Work Email:’ form. A visitor who reads to the end does not scroll back up.

What to try

Ask for work email only

Gong's form asks for one work email and a consent tick. Cut your form to the one detail your team needs to reply.

See the original page

Winner #7: tipalti.com

tipalti.com/payment-ptr-2

B2B Enterprise Software landing page example from tipalti.com
  1. 1

    What works

    Headline says the job

    The headline ‘Simplify global payments at scale’ shows a finance buyer the job. The ticked list under it has the detail.

  2. 2

    What works

    Ticked list with countries and methods

    Each line has a figure or a named standard: ‘200+ countries’, ‘50+ global methods’ and the W-9/W-8 tax forms. A finance buyer can rule it in or out.

  3. 3

    What works

    Table compares three named rivals

    ‘How Tipalti shapes up for global pay solutions’ heads a table with PayPal, Payoneer and Trolley as columns. A buyer can evaluate the product against known rivals without leaving the page.

  4. 4

    What works

    Two quotes from heads of finance

    One says ‘hours down to just 10 minutes’. Both are signed with a name and the job title Head of Finance.

What to try

A table that names the rivals

Tipalti compares itself with PayPal, Payoneer and Trolley row by row. Build the table your buyer would make and pick the rows you win.

See the original page

Winner #8: smartsheet.com

smartsheet.com/s/it-pm-software

B2B Enterprise Software landing page example from smartsheet.com
  1. 1

    What works

    Free demo as the only button

    ‘Watch a free demo’ is the one button under the headline. A researcher can see the product without booking a call.

  2. 2

    What works

    Methods named in plain words

    The phrase ‘agile, waterfall, and hybrid’ shows an IT lead the tool fits the way their team already works.

  3. 3

    What works

    Named tools the buyer already uses

    The integration section shows Zoom, Tableau, Box, Webex, Google, Jira, Microsoft and Slack by logo. A buyer sees at once if it fits their stack.

  4. 4

    What gets in the way

    Award badges but no customer proof

    Review badges are the only proof on a page with no customer name or quote. A buyer learns what reviewers think and nothing about who uses it.

What to try

Show the tools your buyer has

Smartsheet shows Zoom, Tableau, Box, Webex, Google, Jira, Microsoft and Slack in one grid. Put the tools your buyers use beside your demo button.

See the original page

Winner #9: info.yardibreeze.com

info.yardibreeze.com/software-for-property-management

B2B Enterprise Software landing page example from info.yardibreeze.com
  1. 1

    What works

    Headline and line say what it covers

    ‘Refreshingly simple property management software’ sets the category. The line under it lists marketing, leasing, management and accounting.

  2. 2

    What gets in the way

    Portfolio questions on the first form

    The form has fields for Primary Portfolio, Portfolio size and State before the button. A visitor answers sales questions first.

  3. 3

    What works

    Testimonials start right under the hero

    The heading ‘Real clients, real results’ starts a row of quotes with names and companies, including ‘saving 15 to 20 hours a week’. Proof comes before any feature list.

  4. 4

    What works

    Eight reasons to switch in one band

    ‘See why thousands have made the switch’ heads eight short labels, from ‘Affordable pricing’ to ‘Easy onboarding’. A visitor can scan the benefits in seconds.

  5. 5

    What works

    Two plans side by side

    Two columns list what each plan includes, and Premier is headed ‘Everything in Breeze, plus’. The question becomes which plan to choose.

What to try

Show plan tiers side by side

Yardi Breeze lays out two plans in matching columns under ‘Find the right fit for your business’. Put your tiers level so a visitor picks one.

See the original page

What the 9 winners do.

  1. Print a named customer quote

    7 of 9

  2. Show customer logos

    6 of 9

  3. Show review or award badges

    6 of 9

  4. Use a demo button instead of a form

    4 of 9

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: kustomer.com

kustomer.com/ai-agents

B2B Enterprise Software landing page example from kustomer.com

The search: crm service

Sponsored kustomer.com

Customer Support CRM

  1. 1

    What it gets wrong

    Ad says CRM, page says AI Agents

    The search was ‘crm service’ and the ad shows ‘Customer Support CRM’. The headline is ‘Drive authentic conversations effortlessly with your team of AI Agents’.

  2. 2

    What makes it work

    Section ends with a demo button

    ‘Accelerate issue resolution’ is followed by a ‘Request Demo’ button. A visitor who is convinced can act at once.

  3. 3

    What makes it work

    A separate section for customers

    ‘AI Agents for customers’ is a section of its own with four tabs. A second section covers reps, so each reader finds their part.

What to try

Match the page to the ad

The ad has CRM and the page has AI Agents. Give each ad group a headline with the same word as its ad.

See the original page

Wildcard #2: creatio.com

creatio.com/industries/banking

B2B Enterprise Software landing page example from creatio.com

The search: banking crm

Sponsored creatio.com

Banking CRM | The #1 Banking CRM for 2025

  1. 1

    What it gets wrong

    Ad promise missing from the first screen

    The ad shows ‘Proven 2x faster user adoption’. The first screen has a banner on a $300 million investment and no 2x line.

  2. 2

    What makes it work

    Headline repeats the search

    The search was ‘banking crm’ and the headline reads ‘Banking CRM and AI Platform’. The visitor sees the words they typed.

  3. 3

    What makes it work

    Page lists the bank types it serves

    ‘Built for every banking segment’ lists commercial banking, retail banking and credit unions. Each reader finds their own type of bank.

  4. 4

    What it gets wrong

    Analyst proof sits near the bottom

    ‘Leader and Visionary in Multiple Reports’ and the Forrester and Gartner marks come well below the hero. A banker who wants proof must scroll first.

What to try

Repeat the ad's number on the page

The ad shows ‘Proven 2x faster user adoption’. Put that line in the first screen so the visitor sees what they clicked for.

See the original page

Wildcard #3: incident.io

incident.io/pricing

B2B Enterprise Software landing page example from incident.io

The search: incident management system

Sponsored incident.io

All-in-One Incident Management - All-in-One Incident Tracking

  1. 1

    What it gets wrong

    Pricing headline on a product search

    The search was ‘incident management system’ and the ad shows ‘All-in-One Incident Management’. The first words on the page are ‘Cheaper than downtime’.

  2. 2

    What makes it work

    Plans and prices in the first screen

    Basic is free, Team shows $19 and $15, Pro is $25 and Enterprise says ‘Let's talk’. A visitor sees what it costs before any call.

  3. 3

    What makes it work

    On-call sold on its own

    ‘Looking for on-call only?’ offers on-call alone for $20 per user a month. A smaller buyer has a cheaper way in.

  4. 4

    What it gets wrong

    Customer proof comes after the long table

    The Airbnb quote on ‘democratizing incident response’ is under the whole plan table. A visitor who stops at the prices misses it.

What to try

Send one ad group to pricing

The search and the ad are about the tool. A page that opens on plans lets a buyer rule it in or out in one screen.

See the original page

The copy bank.

Headlines

Offers

Promises

  • “Release progressively and roll back instantly.”

    launchdarkly.com

  • “Resolves More and Escalates Less”

    xurrent.com

  • “Get tailored pricing for your team size”

    monday.com

Next steps

2 pages that waste the click.

  1. netsuite

    Long legal text above the form button

    A visitor who searched for the company by name meets a block on terms and privacy before ‘Get your product tour today’. The offer is the last thing they read.

    • Legal text firstSeven lines on terms and privacy come before the button.
    • Dense columnsFour columns of small text, about ten lines each, fill the middle of the page.
    • Four small logosThe only proof is a row of four logos under ‘Industry leaders rely on’.

  2. A search for the company’s own name

    Long form, three asks and three phone numbers

    A buyer searching for virtual data rooms for M&A sees a long form, three asks and three phone numbers before any proof.

    • Long formThe form has ten fields, from job title to organization type, before a quote.
    • Generic headlineThe headline ‘A better data room. For better dealmaking.’ is a line a rival could print.
    • Three asksThe heading ‘Get a quote. Book a demo. Speak with us.’ lists three actions in one line.

What we learned.

  1. Put a figure beside the quote

    ZoomInfo prints ‘20 minutes to just under 60 seconds’ beside its form. Decagon puts ‘32%’ next to a quote on a page for support and cx teams.

  2. Show the tools and standards

    Smartsheet shows Zoom, Tableau, Box and Slack in an integration grid. Tipalti lists SEPA, ACH and W-9/W-8 forms beside its form.

  3. Give each buyer a first step

    ZoomInfo prints a trial offer under its form heading. Smartsheet offers ‘Watch a free demo’ and LaunchDarkly pairs ‘Get a demo’ with ‘Contact sales’.

The bottom line

The B2B software pages here that win leads for pay-per-click campaigns put a named customer quote near the form, show logos or badges and keep the ask short. The losers send paid clicks to a legal block above the button or a long form.

Postclick is live

What we'd find on your page

Paste the URL your own ads point at. Postclick reads it the way we read these 47 pages, shows what is costing you demo requests and draws new versions to look at. Your first audit and two design directions are free.

Audit my B2B software page

No card required.

Visit the live page