11 B2B Landing Page Examples, Scored

The hero makes a strong outcome promise, but the actual headline label is tiny and the page never says who the product is for, so visitors get a result without a clear audience or reason to pick Zendesk.

Top issue

No specific audience named.The first screen only says "22,000+ SERVICE TEAMS TRUST ZENDESK AI", which is broad. A support leader cannot tell in five seconds whether this is for their team size, industry or channel mix, so they are less likely to commit to the trial.

Fix

Name the buyer in the hero, for example "For contact center and customer support leaders at growing companies", or add a short line under the form such as "Built for e-commerce, SaaS and enterprise service teams".

What works

The eyebrow "AI-POWERED CUSTOMER SERVICE PLATFORM" states exactly what the product is in a few words.

Full teardown →Free report with screenshots →

The hero names a category but never says who it's for or what result the buyer gets, and the only action is a bare 'Create free account' with a free-trial offer hidden in the fold.

Top issue

No audience named in the hero.The headline 'Manage your entire workforce on one system' and subheadline 'Increase savings and automate busy work with global HR, Payroll, IT, and Finance' never say which buyer this is for (HR leaders, finance teams, IT admins, startups), so visitors cannot quickly tell whether it fits them.

Fix

Add the buyer to the subheadline, e.g. 'The HR, payroll, IT and finance platform for growing companies and their People teams' in place of 'Increase savings and automate busy work with global HR, Payroll, IT, and Finance in one place'.

What works

The subheadline states the category plainly: 'global HR, Payroll, IT, and Finance in one place', so a visitor knows what Rippling sells within seconds.

Full teardown →Free report with screenshots →

Deel's hero leads with a slogan-style headline and a five-way quiz, so visitors must decode what Deel is before they can act, and the cookie banner plus promo bar eat the first screen.

Top issue

Target customer never named.The hero says "anyone, anywhere" and never says who Deel is for (startups, HR teams, finance leaders), so a visitor cannot tell whether this is for them.

Fix

Name the buyer in the hero or subheadline, e.g. add under the H1 "Payroll, compliance and hiring for HR and finance teams running distributed companies."

What works

The H1 is short (7 words) and set large in white on the dark purple panel, so it is the first thing read.

Full teardown →Free report with screenshots →

The headline "A complete system for AI and human customer service" is a slogan that says what the product category is but never who it's for or what result the buyer gets, and the first screen is crowded with exits and a cookie banner covering a quarter of it.

Top issue

No audience named in the first screen.Nothing in the headline or subheadline says which businesses or support teams this is for, so a visitor from a support leader, startup or ecommerce brand can't tell quickly that it fits them.

Fix

Add the audience to the subheadline, for example "Intercom helps support teams of any size run AI and human service in one inbox," or name a segment such as ecommerce or SaaS support teams.

What works

The headline and subheadline together say what the product is: a helpdesk with a natively integrated AI Agent called Fin.

Full teardown →Free report with screenshots →

Brex leads with a polished slogan, "Finance built for speed and control.", that never says who it is for or what a visitor gets, so the first screen reads as branding rather than an offer.

Top issue

No audience named on the first screen.The headline and subheadline never say who Brex is for. A CFO, a startup founder and an enterprise finance lead all see the same generic claim and must scroll to 'Solutions for every stage of growth' to find themselves.

Fix

Name the buyer in the subheadline, e.g. "Corporate cards, expense management and bank accounts for startups and finance teams, in 120+ countries." Keep the current wording only as a secondary line.

What works

The page backs its claims with specific numbers, such as '756 hours' saved per year and 'Up to 3.94%' on cash, which gives visitors concrete value to judge.

Full teardown →Free report with screenshots →

The hero names a category ('AI workspace for people and agents') but never says who it is for or what concrete result a buyer gets, so a visitor has to guess the value.

Top issue

No audience named in the hero.The first screen shows role chips (Marketing, Operations, IT, Product, Sales, HR, PMO) but no sentence says who the product is for, so a visitor cannot tell quickly whether it fits them.

Fix

Add an audience line above or within the subheadline, e.g. "For marketing, ops, IT and sales teams that run work with AI agents", and make the chips read as the audiences it serves.

What works

The AI summary matches the headline, so the page's stated purpose reads the same to machines and people.

Full teardown →Free report with screenshots →

Strong trust and offer signals are buried under a slogan headline, a cookie banner and a signup modal, so the desktop first screen has no clear main action.

Top issue

Headline is a slogan, not a result."Turn ideas into emails & SMS that connect" describes an activity in vague terms and never says what the visitor gets, so a first-time visitor cannot tell the outcome in seconds.

Fix

Rewrite the h1 to state a result, e.g. "Email and SMS that bring customers back", and move the existing line into the subheadline or drop it.

What works

The title and h1 together make clear this is an email and SMS marketing platform.

Full teardown →Free report with screenshots →

The hero leads with a slogan, "The OS for human-agent teams", and buries the offer, so a visitor cannot tell what Asana does or what they get before the sign-up form asks for an email.

Top issue

Headline is a slogan, not a result."The OS for human-agent teams" names a category but promises no outcome. A visitor who doesn't already know what an 'OS for human-agent teams' means has no reason to keep reading.

Fix

Replace the slogan with a headline that states the result, for example "Get every launch done on time, with your team and your AI agents", and move "The OS for human-agent teams" into a smaller eyebrow line.

What works

The headline is short at five words and set at about 102 px, so it is the first thing the eye lands on.

Full teardown →Free report with screenshots →

The hero headline "Time is money. Save both." is a slogan that doesn't say what Ramp does or for whom, so visitors and AI summaries alike can't tell the offer from the first screen.

Top issue

No audience named in the hero.Nothing in the first screen says who Ramp is for; the subheadline "Cards, expenses, bill payments, and banking* – in the blink of AI." speaks to no particular buyer, so a CFO, controller or startup founder has no reason to think 'this is for me'.

Fix

Name the buyer in the subheadline, e.g. "Corporate cards, expenses and bill pay for finance teams of growing companies", and keep the slogan as a secondary line.

What works

The headline is five words set at 64 px in the top-left, so it is the first thing the eye lands on.

Full teardown →Free report with screenshots →

The hero headline "Everything you need to agree" is a slogan that never says what Docusign does or who it is for, so the strong proof and free offer below it are doing the work the headline should.

Top issue

No audience named.Nothing in the hero says who the product is for (sales, legal, HR, small business), so a visitor cannot tell whether the page is aimed at them.

Fix

Add an audience cue to the subheadline, e.g. "Send, sign and manage contracts for sales, legal and HR teams, free to start."

What works

Specific numbers appear on the page, such as the 50% reduction in average contract completion time and 5 minutes to create agreement packages (down from 75).

Full teardown →Free report with screenshots →

Mercury's hero leads with a three-word slogan, "Radically different banking", so a visitor cannot tell who the product is for or what they gain before the form asks for an email.

Top issue

No audience named in hero.The headline and subline never say who the bank is for. "Apply online in 10 minutes to experience banking unlike anything that’s come before" could fit any bank, so founders and small teams have no sign the page is for them.

Fix

Name the audience in the hero, e.g. change the subline to "Business banking for startups and small businesses. Apply online in 10 minutes."

What works

The page gives specific numbers: "Apply online in 10 minutes", "$0 to send money in USD via wire, ACH, check, and real-time payment" and "Everything can be done within the app in 1-2 minutes".

Full teardown →Free report with screenshots →