Industry Page Design (114)

What the strongest industry pages do differently

Sorting these 114 industry pages by how they score against the conversion rubric, then comparing the strongest 22 with the weakest 22, is the fastest way to see what actually separates them.

Strongest 22Weakest 22Share of industry pages in each band, 0 to 100%

Fit for the reader

1. A generic feature list, see the industry pages that have it
   86%0%
   -86
2. Photos or imagery from the sector, see the industry pages that have it
   45%100%
   +55
3. Problems specific to the sector, see the industry pages that have it
   45%100%
   +55
4. An industry named in the headline, see the industry pages that have it
   52%86%
   +34
5. Terms a practitioner would use, see the industry pages that have it
   77%100%
   +23

Proof

1. Customer logos from the sector, see the industry pages that have it
   32%95%
   +63
2. A case study from the sector, see the industry pages that have it
   18%64%
   +46
3. Case study numbers, see the industry pages that have it
   27%55%
   +28

Conversion

1. An FAQ section, see the industry pages that have it
   41%68%
   +27

How to structure an industry page, by the numbers

The questions a team asks when it builds a page for one vertical, answered from the 114 here. Where the strongest 22 and the weakest 22 disagree, that gap is the answer.

Does the headline name the industry?

• 81% name the vertical in the headline
• 96% use words a practitioner would recognise as theirs

Is the body written for the sector or copied from the homepage?

• 88% name problems this industry actually has
• 23% run the standard feature list with a new headline on top

That second gap is the widest in the set. Rewrite the problem the page opens with before touching anything else.

What proof does the sector want?

• Customer logos from the same industry on 52%
• A case study from the same industry on 41%
• A number attached to that customer result on 37%
• A stated return or saving on 61%

Pick the customer from the reader's own industry even when a bigger name from another one is available.

What does the page look like?

77% show photos or imagery from the sector. The body runs 8 sections between the navigation and the footer, half of them between 7 and 10.

What should the page ask for?

• The same ask comes back 3 times down the page, and 86% repeat it three times or more
• 70% end on a closing CTA band
• 80% keep a pricing link on the page, so cost is one click away
• An FAQ on 44%

The moves almost nobody makes

Nothing on an industry page is truly rare. The two least common patterns here still sit at about one page in five, each with the strongest page that uses it.

A chat widget

19% put a live chat bubble on the page, for the reader who wants to check one constraint before booking anything.

An embedded video

21% run a video rather than a static image, usually a walkthrough of the product doing the sector's own job.