---
id: seed:copy-patterns/b2b-enterprise
title: B2B / enterprise landing page copy patterns
source_type: seed_copy
priority: warm
---

B2B enterprise pages convert against a longer cycle and a buying committee. The visitor is rarely the final decision-maker — copy serves the role of arming the internal champion to sell the product to their team.

---

**Hero headline patterns:**

- *Outcome + audience role*: "The platform CIOs trust to ship compliantly."
- *Problem reframe*: "Stop spending Q4 on the same year-end reconciliation."
- *Category-defining*: "Procurement intelligence for Fortune 500 ops teams."
- *Role-qualified outcome*: "For CTOs who've hit the ceiling on legacy ERP"
- *Specific metric claim*: "The only ITSM tool that cuts MTTR by 70% or it's free"
- *Authority transfer*: "Why 300+ Fortune 500 teams chose us over ServiceNow"

The audience qualifier (job title, company size, vertical) belongs in the hero. Casual visitors should be able to tell within 3 seconds whether the product is "for them."

---

**Hero subhead patterns:**

Pair each headline type with its matching subhead structure:

| Headline Type | Subhead Pattern | Example |
|---------------|-----------------|---------|
| Outcome + audience | "For {role} — {mechanism}" | "For VPs of Procurement managing $50M+ spend — automated supplier risk scoring." |
| Problem reframe | "Don't {old behavior}. Do {new behavior}." | "Don't chase spreadsheet updates. Get real-time PO reconciliation." |
| Category-defining | "Built for {vertical} teams who {need}." | "Built for healthcare ops teams who need HIPAA-compliant workflows." |
| Comparison primer | "{Competitor} for {new audience}." | "Salesforce for infrastructure teams." |
| Authority transfer | "{Proof point}. That's why {audience} trusts us." | "300+ enterprise deployments. That's why compliance teams trust us." |

---

**Feature section patterns:**

Enterprise buyers are comparing 3–5 vendors. Each feature card must answer: *what does this do that the alternatives don't?*

**Feature headline templates:**
- " {Verb} {noun} without {old constraint}"
- "Automated {process} that {specific outcome}"
- "{Number}+ {noun} already use this to {outcome}"
- "Real-time {capability} across {scope}"

**Feature body templates:**
- Lead with user outcome, follow with mechanism. "Spend 3 hours less per week on reconciliation. Our system automatically matches POs to invoices using ML, flagging exceptions before they reach your inbox."
- Avoid table-stakes capabilities (SSO, audit logs, role-based access) in the headline copy — list them in a separate "Security & compliance" section.

**Feature card anti-patterns:**
- Bad: "Powerful integrations" / "Connect with all your favorite tools."
- Good: "Two-click Slack integration" / "Pushes deploys, alerts, and PR reviews to the right channel — no Zapier glue."
- Bad: "Enterprise-grade security"
- Good: "SOC 2 Type II certified. Audit logs retained for 7 years. Your data never leaves your region."

---

**Differentiation section patterns:**

Enterprise copy must answer "why you over incumbent?" without attacking the competitor:

- **Contrast framing**: "Unlike legacy ERPs that require 6-month implementations, we go live in 2 weeks."
- **Migration story**: "Teams switch from {incumbent} in a single sprint. Here's how [Customer X] migrated 15 years of data in 72 hours."
- **Cost comparison**: "What you're paying {incumbent} annually — and what that gets you — versus what {your product} delivers at 40% less."

---

**Compliance / security strip:**

Required for enterprise credibility. A horizontal strip with logos: SOC 2 Type II, ISO 27001, HIPAA, GDPR, PCI-DSS — whichever apply.

**Security section headline variants:**
- "Security that passes your infosec team's review"
- "Enterprise compliance, built in from day one"
- "SOC 2 Type II. HIPAA ready. GDPR compliant."

**Security section supporting copy:**
- "Annual third-party penetration testing. Results available under NDA."
- "Your data never leaves your designated region. Zero exceptions."
- "99.99% uptime SLA backed by our financial agreement."

---

**Case studies with NAMED logos:**

Generic testimonials get discounted. Named-customer case studies in your vertical move the needle.

**Case study card templates:**

```
[Customer Logo]
[Metric or outcome in bold]: "Reduced contract review time by 67%"
[Two-line context]: "For a 2,000-person operations team processing 400+ vendor contracts annually"
[CTA]: "Read case study →"
```

**Case study headline patterns:**
- "[Company] cut [metric] by [X%] in [timeframe]"
- "How [company] eliminated [problem] with [our product]"
- "From [old state] to [new state] in [timeframe]"

---

**Social proof variations for enterprise:**

- **Named executive quote**: "Our CFO approved the budget in 3 days after seeing the ROI calculator. This is the tool we've needed for years." — [Name], [Title], [Company]
- **Benchmark claim**: "The average {company type} saves $2.4M in year one. Here's how."
- **Analyst quote**: "Recognized in Gartner's 2024 Magic Quadrant for [category]"
- **ROI stat**: "IT teams using our platform report 41% faster incident resolution"

---

**Pricing strategy:**

Most enterprise pages either show NO pricing (calendar-booking CTA) or show only the lowest tier with "Contact sales for Enterprise" everywhere else. Don't bury this; visitors expect it and it filters out wrong-fit leads.

**Enterprise pricing section patterns:**
- Show 2–3 tiers clearly: Starter / Growth / Enterprise
- Mark the recommended tier: "Most popular for teams 50+"
- Enterprise row: "Custom pricing. Volume discounts available. Contact sales."

**Enterprise CTA variants:**
- Primary: "Book a demo", "Talk to sales", "Get a quote"
- Secondary: "Read case study", "Download whitepaper" (gated)
- Tertiary: "Watch product tour" (ungated)
- Mid-page: "Schedule a 30-minute call with our solutions team"

The demo button should appear in the hero, after features, and in the bottom CTA section. Three placements minimum.

---

**Sales-enablement assets:**

Surface "Resources" links to:
- Whitepapers ("The Complete Guide to Enterprise Procurement Automation")
- Analyst reports (Gartner, Forrester quotes are gold)
- ROI calculators ("Calculate your节省 in 90 seconds")
- Implementation checklists ("Your 90-day rollout plan")

These get forwarded inside the buyer's company and do half the selling for you.

---

**Objection handling copy:**

Address common enterprise objections before they arise:

| Objection | Copy response |
|-----------|---------------|
| "We already have {incumbent}" | "Migration is easier than you think. Most teams go live in under 2 weeks. [See how X migrated from {incumbent}]" |
| "Our IT team won't approve it" | "SOC 2 Type II certified. SSO with Okta, Azure AD, Google. Audit logs export in one click. We've passed infosec review at 200+ enterprises." |
| "Too expensive" | "Enterprise starts at $X/month for up to 50 users. Compared to what you're paying {incumbent} for half the capability, the ROI is clear in Q1." |
| "Long implementation" | "Two-week average time-to-value. Our CS team handles the migration. You just approve the data mapping." |

---

**Tone guidelines:**

- **Confident, plain-spoken, technical-where-appropriate**
- Avoid superlatives ("revolutionary", "world-class")
- Avoid hyperbole that an enterprise procurement team will discount
- Avoid emojis in formal sections
- Avoid contractions in legal/compliance sections
- Use "your team" not "you" when speaking to individuals within companies
- Include specific numbers: "41%" not "significant", "$2.4M" not "millions"

---

**Section order for enterprise pages:**

1. Hero (audience-qualified, outcome-focused)
2. Social proof strip (logos, trust badges)
3. Problem/frustration (agitate the pain)
4. Solution overview (how it works)
5. Feature breakdown (with differentiation)
6. Case study cards (named logos, specific metrics)
7. Security/compliance section
8. Pricing (with Enterprise visible)
9. Demo CTA with objection handling
10. Footer with resources links