A B2B landing page carries a heavier job than a consumer one. The person reading it rarely holds the budget alone, will have to repeat your pitch to somebody else, and is measured on not choosing badly.
That changes what belongs on the page. We measured what companies actually put there.
The sample
On 25 July 2026 we crawled 800 company sites from Y Combinator's public directory, filtered to active B2B and SaaS companies, with a published seed (20260725) so the sample can be rebuilt. 675 returned a scoreable page.
Every company in the sample is funded and past the earliest stage. This is not a sample of hobby projects.
What they carry
| Measurement | Result | n |
|---|---|---|
| Stated a price | 15.4% | 675 |
| Showed any social proof | 42.2% | 675 |
| Placed proof before the first CTA | 11.6% | 675 |
| Had no in-body CTA | 30.7% | 675 |
| Asked for exactly one thing | 40.7% | 675 |
| Shipped no H1 | 8.1% | 675 |
| Median form fields | 0 | 675 |
| Median word count | 759 | 675 |
| Median reading grade | 10.4 | 595 |
The price omission
84.6% of these companies do not state a price.
In B2B this gets defended as a sales strategy: get them on a call, qualify, quote to value. That works when the buyer has already decided to talk to you. It fails earlier, when someone is building a shortlist of four vendors and has an afternoon to do it.
A buyer who cannot tell whether you are a $50 tool or a $50,000 platform cannot tell whether to include you. Some of them will drop you rather than book a call to find out.
Ziakis and colleagues surveyed 184 people on landing page decision factors and found detailed product information among the top-scoring trust signals, all above 78%. Trust ranked first overall across the five dimensions they tested. Their sample was recruited over social media and measures stated preference, so weight it accordingly. It still points at the same gap.
If you cannot publish a number, publish a range, a starting point, or the shape of the model. "From $X per seat" removes the guesswork without setting your ceiling.
The proof ordering
42.2% of these pages show any social proof. 11.6% show it before the first ask.
A B2B buyer's first question is whether other companies like theirs use you. Answering it after you have already asked them to book a demo is the wrong order.
The fix is cheap. Move the logo wall or the customer count above the first CTA. You are not adding anything, only reordering what is already there.
The third that ask for nothing
30.7% of these pages carry no call to action in the body, once you exclude the navigation, the header and the footer.
We exclude those deliberately. Nearly every SaaS site has a sticky header with "Get started" in it, and counting it measures the header rather than the page. Strip it out and close to a third of funded B2B companies publish a page that never asks the reader to do anything.
What converts, from a sample that measured it
We measured what companies ship. We did not measure conversion, and nothing above should be read as a conversion claim.
Unbounce did measure it, across roughly 41,000 landing pages, 464 million pageviews and 57 million conversions. Pages with one CTA link converted at 13.5%, two to four at 11.9%, five or more at 10.5%. They found 14.8% of pages used a single CTA link and 68.2% carried more than five.
Our 40.7% single-primary-CTA figure looks better than their 14.8%, and the two measure different things. We count distinct CTA labels in the page body. They count links. Read them as complementary rather than contradictory.
Their sample is also a different population: everyone in it bought a CRO tool. Ours is startups picked by a seeded shuffle.
What to check on your own page
- Can a stranger learn what it costs, or the shape of what it costs?
- Does proof appear above the first ask?
- Does the body ask for anything, with the header covered up?
- Is there one primary action, or several competing?
- Does the page render with JavaScript off? 83 of the 800 sites we tried served nothing without it.
Method
Y Combinator public company directory via the yc-oss mirror, active companies classified B2B or SaaS, seeded shuffle with seed 20260725. 800 attempted, 675 scored, collected 25 July 2026. Robots.txt honoured, identifying user agent. 125 pages failed and are disclosed as failures rather than scored as zeros.
Two metrics are not measured and appear nowhere here: whether the CTA sits below the fold, and whether the page breaks at 390px. Both need a rendered viewport.
Sources
- Ziakis, C., Papadopoulos, A., Antoniadis, I. and Saprikis, V. (2026). Conversion Rate Optimization in e-Business: Trust, Design, and Personalization Implications for Landing-Page Design. Springer Nature Switzerland. DOI: 10.1007/978-3-032-12968-0_37
- Unbounce, Conversion Benchmark Report. Approximately 41,000 landing pages, 464M pageviews, 57M conversions.
- LeadzLander, The State of SaaS Landing Pages (2026). Collected 2026-07-25, seed 20260725.