B2B landing pages in numbers: how 90 software vendors and agencies build theirs
We analyzed the 91 funnels in the 99takes funnel library. What does the page ask for, how is the headline built, what proof does it show? How long is the form, and is the price visible? Counted, not estimated.
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What B2B landing pages ask for
| Page goal | Funnels | Share |
|---|---|---|
| Demo request | 47 | 52% |
| Free trial | 22 | 24% |
| Contact | 9 | 10% |
| Calculator | 1 | 1% |
| Content in exchange for contact details | 1 | 1% |
| Pricing page | 1 | 1% |
| Other | 10 | 11% |
Agencies are the exception: 8 of 13 agency funnels aim for contact, and all 13 ask visitors to get in touch. Among ERP and CRM vendors, the free trial is most common (6 of 12 and 5 of 9). 9 of 91 funnels show content only after visitors enter their contact details.
How B2B headlines are built
Counted by company, not by funnel. The library stores the pattern of a headline, such as “{category} for {audience}”, not its wording. One of the 90 companies is not assigned to any pattern.
| Headline pattern | Companies |
|---|---|
| Category named | 28 |
| Category for an audience | 15 |
| Audience addressed directly | 10 |
| No recognizable pattern | 10 |
| Category with an outcome | 8 |
| Outcome promise | 7 |
| Brand name at the center | 6 |
| Problem or hurdle named | 4 |
| Question | 1 |
So more than half (51 of 90, 57%) say first what the product is. That is common, but it doesn’t prove that it works. Only a test shows whether a headline lands with your audience, for example the free headline analyzer or message testing.
What proof the pages show
| Proof | Funnels | Share |
|---|---|---|
| Number or statistic | 70 | 77% |
| Customer quote | 62 | 68% |
| Case study | 40 | 44% |
| Logo wall | 28 | 31% |
| Certification | 27 | 30% |
| Rating | 19 | 21% |
| Award | 12 | 13% |
| Media mention | 5 | 5% |
That is 263 mentions across 91 funnels, an average of just under three kinds of proof per page.
How long B2B forms are
A form is captured for 31 of the 91 funnels. There it has a median of 6 fields, 4 of them required. In 22 cases it sits behind a click; in 9 it is right at the top of the page.
| Field | Forms (of 31) |
|---|---|
| 28 | |
| Company | 20 |
| Phone | 19 |
| First name | 16 |
| Last name | 16 |
| Consent | 10 |
| Full name in one field | 10 |
| Company size | 6 |
| Message | 5 |
| Other fields | 20 |
Agencies ask for the least: a median of 3 fields, and all 5 captured agency forms sit right at the top of the page. CRM vendors ask for the most, a median of 8 fields, though based on only 3 captured forms.
How often the price is visible
10 of 91 pages show a price (11%). Agencies do it most often (4 of 13), followed by ERP vendors (3 of 12). For HR software, AI software, content platforms, analytics and manufacturing software, not a single page shows a price.
These numbers don’t tell you whether a visible price brings more or fewer leads, only that it is rare in these industries.
B2B landing page examples by industry
| Industry | Funnels | Most common goal | Price visible | Form: median fields (captured) | Most common proof |
|---|---|---|---|---|---|
| AI software and chatbots | 21 | Demo (15) | 0 of 21 | 4 (5) | Customer quote (16) |
| Marketing agencies | 13 | Contact (8) | 4 of 13 | 3 (5) | Number (12) |
| ERP | 12 | Free trial (6) | 3 of 12 | 4 (4) | Customer quote (11) |
| CRM | 9 | Free trial (5) | 2 of 9 | 8 (3) | Number (8) |
| HR software | 9 | Demo (5) | 0 of 9 | 7 (5) | Customer quote (7) |
| Document management | 8 | Demo (6) | 1 of 8 | 6 (2) | Number and customer quote (6 each) |
| Content platforms (DXP, CMS) | 8 | Demo (6) | 0 of 8 | 7 (3) | Number (7) |
| Manufacturing and quality (MES) | 6 | Other (3), demo (2) | 0 of 6 | 3.5 (2) | Case study and number (3 each) |
| Analytics | 5 | Demo (3) | 0 of 5 | 6 (2) | Number (5) |
The agencies are 13 funnels from 12 companies; every other industry has one funnel per company. Each industry has at least five funnels, but some of the form values rest on only two or three pages and are less certain as a result.
Each industry gets its own page, listing every vendor captured: AI software (German), marketing agencies (German), ERP (German), CRM (German), HR software (German), document management (German) and CMS and DXP (German).
Where the numbers come from
- Source: the 99takes funnel library, as of October 9, 2026: 91 funnels from 90 companies in nine industries.
- We capture patterns, numbers and attributes (page goal, headline pattern, proof, form, price), not wording and not screenshots of other companies’ pages.
- The selection is not a random sample of the market. It is what the library contains: B2B software and marketing agencies. There are no numbers yet for pages aimed at consumers.
- The numbers show what is common, not what converts.
- Shares are rounded. The base is the number of funnels, for headlines the number of companies, for forms the 31 funnels with a captured form.
- In Claude you can query the library yourself, for example “What is standard among CRM vendors?”. It costs no credits: funnel library.
Frequently asked questions
Are these B2B landing page best practices?
They are common practice, not proven best practice. The numbers show how 91 funnels are built, not which of them convert. A test in the market shows whether a pattern works for your buyers; before that, you can compare versions with your audience.
Should I show pricing on my B2B landing page?
These numbers don’t answer that. They only show that it is rare in the industries captured (10 of 91 pages). A test in the market shows whether it brings you more leads; before that, you can compare both versions with your audience.
How many form fields are common on B2B landing pages?
A median of 6, 4 of them required, counted across the 31 funnels with a captured form. Agencies ask for fewer, a median of 3.
What proof do B2B landing pages show most often?
Numbers or statistics (70 of 91 funnels), customer quotes (62) and case studies (40). 28 show a logo wall.
Can I cite these numbers?
Yes, with the source “99takes funnel library, as of October 9, 2026” and a link to this page.
Related reading
How does your page compare with your industry?
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