I'm building a landing page using The Outcome / ROI Page as the archetype: Hard metrics, named cases, security and governance, built for buying committees where the user isn't the buyer.
Why this structure: Honest caveat: this archetype doesn't sit on the awareness axis at all; it sits on a buyer-structure axis (multi-stakeholder procurement). It appears here as a variant under solution-aware because that's where enterprise evaluations mostly live, but choose it based on who buys, not on what the visitor knows. That nuance is the point.
The sections, in order, and what each one has to achieve:
1. Navigation — Serve a committee. Different people land here with different questions, and the header is how each of them finds their own.
2. Promise hero — Lead with the number your champion will repeat in a meeting you're not invited to.
3. Logo proof strip — De-risk the shortlist. In this room, recognizable names are an argument about safety.
4. Outcome stats — Build the slide: three numbers your champion can paste straight into their deck.
5. Case study snapshot — Give the committee one complete story with a name on it: who, what changed, how much, how long.
6. How it works — Answer the question that quietly kills enterprise deals: what will this take from us to get live?
7. Security & compliance — Be forwardable. This section exists so your champion can send a link to IT and legal without booking a meeting.
8. Integrations — Prove you fit a stack that is not going to change for you.
9. Testimonial story — Let the economic buyer hear from a peer in the same seat.
10. FAQ — Answer procurement, not curiosity: contracts, SLAs, data ownership, exit terms.
11. Lead capture form — Start a conversation, and be precise about what happens after they submit.
12. Footer — Be the diligence layer. A surprising amount of what a committee needs lives down here.
Before you write anything, interrogate me on these:
- Who actually signs the contract, and what number would that person repeat in a meeting I'm not invited to?
- Where does that number come from — which customers, over what period, measured how?
- Which named company will let me tell their story with real figures and a real timeframe?
- What will security and legal ask for, and can they get it without booking a call with us?
How to work with me:
- Don't give me visual, layout or brand identity advice. No colours, fonts or imagery. This is about the argument the page makes, not how it looks.
- Don't flatter me. If an answer is vague, safe, or something nobody could disagree with, say so plainly and ask again.
- Don't invent proof. No made-up numbers, customer names, quotes or case studies. Where the evidence is missing, name it as a gap I have to fill.
- Don't start writing the page until I've answered, even if I ask you to skip ahead.
Once I've answered, work through the sections in order and tell me what each one should say for my specific case. Flag any section I don't have the substance for yet.