What should an ABM landing page contain? 11 key elements

What should an ABM landing page contain? In short, a headline about the account's situation, a problem statement in the buyer's words, proof from similar companies, content for each person on the buying committee, trust signals, and one clear next step. Everything else on the page has to earn its place by helping those buyers see why this matters to them and what to do next.

Here are the core elements, in the order they usually appear on the page:

You will not need all eleven on every page. The right mix depends on the account tier (1:1, 1:few, or 1:many) and on where the buyer is in the process. A first message to an account that has never heard of you needs a different page from a follow-up for a deal that is under review.

An ABM landing page is a page built for one target account or a small group of similar accounts, with messaging, proof, and a call to action based on that account's situation. This guide assumes you know the idea and want to build one. The rest covers each element, what to leave off, how content changes by tier and stage, how to write and lay out the page, and how to check it before launch.

The ABM principle: every element has a job

Before the element-by-element walkthrough, one rule makes the choices easier. The page exists to help an account's buying committee see why the problem matters to them and what to do next. That committee is large. Forrester's 2024 research on business buying reports that, on average, 13 people in an organization are involved in a buying decision, and that 89% of purchases involve two or more departments. The release does not state a sample size or method, so read the numbers as a sign of scale, not a rule for your deal.

Many people with different questions will see the page, or a version of it that gets forwarded. So each element should answer a question someone on that committee is likely to ask. If you cannot name the person and the question an element serves, cut it. That is the test behind every answer to what should an ABM landing page contain.

What should an ABM landing page contain? The core elements, in page order

This section walks down the page, one element at a time, so you can build from the top. So, what should an ABM landing page contain at each point, and how personalized should it be? The important elements (the headline, the proof, and the call to action) get more space, and the shorter ones get a few lines.

1. Account-specific headline and hero section

The hero is everything a visitor sees before scrolling. It needs a headline, one supporting line, and usually the main call to action. On an ABM page, the headline carries a job a standard landing page does not have: it must show, in a few seconds, that the page was made for this account's situation.

A name in the headline is not enough. A headline that says "Welcome, Ridgeway Logistics" tells the reader you know their name, and nothing else. A strong headline names a change or priority they are dealing with.

• Weak (hypothetical): "Fleet maintenance software for Ridgeway Logistics."
• Strong (hypothetical): "Keep Ridgeway's new Memphis depot on schedule without adding maintenance staff."

The strong version works because it refers to something the account is doing and a result it cares about. Where you do not have a specific event, use the account's industry and a problem common to it, and say so plainly.

By tier, a 1:1 page names the account and a specific trigger. A 1:few page names the shared situation of the cluster. A 1:many page names the industry problem. The most common mistake is a company-name headline over generic copy, which promises relevance that the rest of the page does not deliver.

2. Problem statement in the account's own language

Right after the hero, state the problem in two or three sentences, using words the account itself would use. If their job postings say "reliability," do not write "uptime optimization." Describing the problem in their terms shows you listened. Describing it in your terms shows what you sell.

On an ABM page, this section does more work than on a standard one, because you know who is reading and can skip the broad introduction. Tier changes how specific you can be. A 1:1 page can refer to an announced expansion. A 1:many page can refer to a pressure most companies in the industry face. The common mistake is to describe a problem your product solves, but that the account does not have.

3. Value proposition tied to their goals

The value proposition says what changes for them if they act. Link it to a goal the account has stated, such as a target in a public report or a priority a contact mentioned on a call. A generic benefit such as "save time" asks the reader to work out what it means for them.

Keep it to three or four short points, and lead each with the result before the feature. A 1:1 page can tie each point to a named initiative. A 1:few page ties it to a goal common to the cluster. The mistake to avoid is a long feature list, since the reader came to see what changes for them.

4. Proof from companies like them

Proof is the element that most reduces the buyer's sense of risk, and it is where ABM pages most often go wrong. A logo wall of well-known brands in unrelated industries tells an account very little. Our guide on what makes a good SaaS landing page makes the point that a testimonial from a business with a similar use case can help more than a famous name from an unrelated market.

Match proof on at least one of three things: industry, company size, or the problem being solved. Use only results the customer has approved and that you can support. A result with no context (for example "cut costs by a third" with no explanation) invites doubt, so say what the customer did and over what period.

• Weak (hypothetical): A row of ten logos, none in logistics.
• Strong (hypothetical): One case study from a regional freight company of similar size, with the result in the customer's words and the name of the person who approved it.

By tier, a 1:1 page can use a handpicked case study and, if you have the relationship, a reference call. A 1:few page uses proof that fits the whole cluster. A 1:many page swaps proof by industry. The most common mistake is using whatever case study is newest.

5. Content for each role on the buying committee

Different people ask different questions. The economic buyer looks for cost, risk, and return. The technical evaluator looks for integration, security, and how hard it is to implement. End users want to know what changes in their day. Procurement looks for terms, contract structure, and vendor stability.

You do not need a full page for each role. A short section per role, or a set of links that lets each reader jump to their section, is enough for many deals. On a 1:1 page for a large account, separate versions for key roles can be worth the effort. On a 1:many page, role content is often optional. The mistake to avoid is writing only for the person who first answered your email.

6. Product or solution relevance

Here you show the parts of your product that apply to this account, and leave the rest out. Name the integrations with the systems they already run, the use cases that match their operations, and the features that matter to their situation. A reader who has to hunt through a full product tour to find their use case will often stop looking.

A 1:1 page can name their exact stack. A 1:few page can name the tools common to the cluster. A 1:many page can group by industry use case. The usual mistake is pasting the standard product overview.

7. Trust and risk-reduction signals

Buyers of larger products worry about what could go wrong after they sign. Trust signals answer that worry before they ask. Which ones matter depends on the account's industry. A hospital group looks for security and privacy certifications. A bank looks for compliance statements and audit support. Almost any buyer looks for a clear implementation plan and a named support team.

Choose the two or three signals this account is most likely to check, and show them near the proof. A 1:1 page can list the specific standards the account must meet. A 1:many page lists the ones common to the industry. The common mistake is a row of badges that nobody on the committee asked about, which adds clutter and no reassurance.

8. Business case resources a champion can forward

The person who finds your page rarely signs the contract. They need to persuade others, so give them something to forward: a one-page summary, an ROI worksheet, a comparison with the current approach, or a draft mutual action plan (a shared list of steps and dates both sides agree to follow).

Keep these easy to open, and avoid making the champion fill in a form to get material they need to defend you. On a 1:1 page, you can prefill a worksheet with what you know about the account. For 1:many pages, a general one-pager by industry is usually enough. The mistake to avoid is a long white paper that no one will read in a meeting.

9. Answers to the objections this account is likely to raise

A short FAQ placed lower on the page handles the questions that would otherwise stall the conversation. Write it from what sales hears: how long implementation takes, how you handle their existing system, what happens to their data, how pricing works for a company their size.

Answer each question directly, in a few sentences. If you cannot answer a question honestly in public, say what the next step is. A 1:1 page can address the objections raised in earlier calls. A 1:many page covers the ones common to the segment. The usual mistake is a generic FAQ about your company that answers questions no buyer in this account has asked.

10. A named contact or account team

People buy from people. Showing who the account owner is, with a name, role, and photo, makes the page feel like a message from a person and gives the reader someone to reply to. It also makes the call to action easier, because they are agreeing to talk to someone they have seen.

Use this on 1:1 pages and on high-value 1:few pages. On 1:many pages it is usually optional, since one person cannot sensibly front hundreds of accounts. The mistake to avoid is naming a person who is not actually going to follow up. If the account owner changes, change the page.

11. A primary call to action, with a secondary option

The call to action (CTA) is the one step you want the reader to take next. On an ABM page, it should be low-friction and fit the account's stage, such as booking 20 minutes with the account owner. Give it a label that says what happens next. "Book a 20-minute scheduling review with Dana" tells the reader more than "Get started." Our guide to fixing the page when ads get clicks but few conversions makes the same point: one primary action, with button text that says what happens next.

Add a quieter secondary option for people who are not ready to talk, such as downloading the one-page summary or viewing a short walkthrough. Repeat the primary CTA near the top and near the bottom, so the reader does not have to scroll to find it.

• Weak (hypothetical): Three buttons of equal weight ("Request a demo," "Download the guide," "Watch the video").
• Strong (hypothetical): One prominent button, "Book a 20-minute depot scheduling review," and below it a text link, "Or read the one-page summary."

By tier, a 1:1 page can offer a meeting with a named person. A 1:many page may be better off with a lighter step, such as a short assessment. The most common mistake is asking for too much too early, such as a demo request from an account that has not yet heard from you.

What an ABM landing page should leave off

Cutting is as important as adding. A cluttered page spreads attention across things that do not help the buying decision. What should an ABM landing page contain, then, and what should it not? Here are eight things to leave off, with the reason for each.

a. Generic homepage copy

Statements like "we're a leading provider of innovative solutions" could sit on any site. They tell the reader nothing about why this page exists for them. Replace each with something specific to the account or cut it.

b. Irrelevant case studies

A case study from a very different company makes the account wonder whether you understand their business. If you do not have a close match, use a smaller, honest example that fits the problem, and say how it is similar.

c. Long forms asking for information you already have

If you sent the page to a named contact, you know their company, their role, and often their email. Asking again signals that the page was not made for them. Where you need a form at all, ask only for what you do not already know. Our guide to what makes a good SaaS landing page also advises short, purposeful forms.

d. Gated content the buyer needs to evaluate you

Should ABM landing pages be gated? For named accounts, rarely. The people on the committee are already in your sales process or soon will be, so a form in front of the material they need to evaluate you slows them down. Leave the evaluation material open. You can still gate something that is truly a lead magnet for cold audiences, but that is a different page.

e. Full site navigation

The main menu offers exits to pricing, careers, and a dozen other pages. Remove it or reduce it to a logo. The page has one job, and the menu works against it.

f. Unverified claims about the account

Do not state something about the account's business that you have not checked. A wrong claim, such as a project they canceled, costs more trust than leaving the claim out. This applies with extra force to text drafted by AI.

g. Details that feel intrusive

Referring to the company's public announcement is fine. Referring to a person's personal social posts, family, or career moves is not. The test is whether a thoughtful colleague would say it in a meeting. If you use personal data in the page, check the privacy rules that apply to you. The ICO's guidance on choosing a lawful basis for direct marketing is a clear UK example of what regulators expect.

h. Too many competing calls to action

Every extra button gives the reader another choice and weakens the main one. Keep one primary action and one secondary. If you find yourself adding a third, ask which of the three is least needed.

How ABM landing page content changes by tier

What should an ABM landing page contain for a 1:many program, compared with a 1:1 account? The same eleven elements appear in different depths depending on program size. This section shows the differences in one table, then explains how to choose where to spend effort.

a. Contents by tier

Element	1:1	1:few	1:many
Headline	Names the account and a specific trigger	Names the cluster's shared situation	Names the industry problem
Proof	Handpicked case study, sometimes a reference call	Proof that fits the whole cluster	Proof swapped by industry
Role content	Separate sections or versions for key roles	A short section per main role	Optional, or a single combined section
CTA	Meeting with a named person	Meeting or short working session	Lighter step, such as an assessment or short call
Resources	Prefilled worksheet or draft action plan	One-pager adapted to the cluster	General one-pager by industry
Manual effort	High: research and writing per account	Medium: one build per cluster	Low per account: template and dynamic fields

b. Where to spend effort

Put the most work into the elements that change what the buyer believes: the headline, the proof, and the call to action. Those three matter at every tier. As the number of accounts grows, detail has to come from structure, such as templates and swappable sections, instead of hand-writing for each account.

How the ABM content changes by buying stage and use case

The same account needs a different page depending on what has happened so far and how the page will reach them. So, what should an ABM landing page contain when the account has never heard of you, and what should it contain when five people are reviewing a proposal? This section covers five common situations.

1. Cold outbound to an account that does not know you

The reader has no reason to trust you yet. Keep the page short. Lead with a specific problem, show one piece of proof, and offer a low-effort next step, such as a short summary or a 15-minute call. Skip the long product detail and the demo request.

2. Paid ads targeted at a named account list

The page must continue the ad. If the ad promises a result, the headline should say the same thing in the same words. This is called message match, and it matters because a visitor who lands on something different from what they clicked has little reason to stay. Our guide to how many landing pages a campaign needs explains why different ad audiences often need different headlines.

3. Event or webinar follow-up

Refer to the shared moment: the session they attended or the booth they visited. Offer what they asked about or saw, such as the slides, a recording, or the demo they watched. A follow-up page that could have been sent to anyone wastes the one thing you have, which is a recent, real connection.

4. Post-meeting or post-demo follow-up

The reader already knows you, so the page should repeat what you heard and answer what is open. Include a summary of their stated goals, answers to the questions they raised, and a proposed next step with a date. This is where the named contact and the business case resources matter most.

5. Late-stage deals with several stakeholders reviewing

Now the audience is the whole committee, including people you have not met. Add role-specific sections, security and implementation details, references, pricing structure, and a draft mutual action plan. The page works more like a shared workspace than a pitch. For some deals, a multi-page format fits better than a single page; our guide on the difference between a microsite and a landing page can help you decide.

Writing the ABM landing page copy

Good copy for an ABM page is specific, short, and written for more than one reader. This section gives five habits that make the difference, whatever the tier.

a. Use the account's own language

Read the account's job postings, press releases, earnings call remarks, and website. Note the words they use for their own problems, and use those words. If they say "depot," do not write "location." Using their vocabulary shows you paid attention, and it makes the page easier to read because it matches how they already think.

b. Be specific instead of flattering

Praise such as "As an industry leader, you know how important efficiency is" fills space and tells them nothing. Replace it with a fact about their situation and what it means for them. A specific sentence earns trust. A flattering one reads as a template.

c. Keep it short enough to scan

Most readers skim first. Use short paragraphs, plain headings, and a clear order. Put the most important point at the top of each section. How long should an ABM landing page be? Long enough to answer the committee's main questions at that stage, and no longer. An early-stage page can be a single screen or two. A late-stage page with role sections and a plan can be longer, as long as each section is easy to find.

d. Write for several roles on one page

Give each role a heading that names the question it answers, such as "For finance: what the first year costs." Then the economic buyer can find cost, and the technical evaluator can find integration, without reading everything. Avoid job-title jargon in the headings.

e. Match the call to action to the buyer's readiness

Someone who has never talked to you is not ready to sign a contract, and someone who has seen the demo does not need an introduction. Offer a step that fits where they are: a short summary early, a working session in the middle, a plan review near the end.

Layout, design, and page experience

The question "what should an ABM landing page contain" covers more than text. Layout decides whether the right information gets seen. This section covers order, scannability, mobile use, speed, accessibility, and when to use the account's brand. For a small audience of chosen buyers, each visit matters, so a slow or confusing page costs more here than on a page that gets thousands of visits.

a. Order and hierarchy

Follow the order of the buyer's questions. Why is this about me? What is the problem? What changes? Who else has done this? Is it safe? What do I do next? That sequence is the order of the elements above. Put the primary CTA in the hero and again near the end.

b. Scannability

Use headings that say what the section contains, short paragraphs, and white space. Put role sections under clear labels so a reader can jump straight to their own. Avoid long blocks of text, and avoid text inside images, since it cannot be searched or read easily on a phone.

c. Mobile experience

Some readers will open the link on a phone. Preview the page on a phone before you send it. Check that the headline fits, the button is easy to tap, and the forms work. Test the form on a real device, since a form that fails without warning loses visits you cannot get back.

d. Page speed

Google's Core Web Vitals guidance on web.dev sets the following "good" thresholds: Largest Contentful Paint (how quickly the main content loads) within 2.5 seconds, Interaction to Next Paint (how quickly the page responds to input) of 200 milliseconds or less, and Cumulative Layout Shift (how much the layout jumps around) of 0.1 or less. It says to measure these at the 75th percentile of page loads, separately for mobile and desktop.

You do not need to chase a perfect score. The practical point is to keep the page light: compress images, avoid heavy videos at the top, and limit scripts. A slow page can lose a buyer you chose on purpose.

e. Accessibility

Some of your readers will use screen readers, keyboard navigation, or larger text. The W3C's Web Content Accessibility Guidelines (WCAG), currently version 2.2, organize their requirements under four principles: perceivable, operable, understandable, and robust. Check your page against them. Use real text for headings and buttons, add alternative text to images, and make sure the page can be used without a mouse.

f. Co-branding and visual cues

Showing the account's logo can signal that the page is for them, and some teams go further and use the account's colors. Do this when the relationship is close and the page is clearly a proposal, and be careful with it. Using someone's brand without permission can feel presumptuous, and a mismatched color scheme can look careless. A good middle path is your own brand with the account's name, logo, and imagery from their industry. Never imply an endorsement or partnership that does not exist.

Where the account information comes from

Every account-specific element depends on information you have to find first. This section ties each kind of source to the elements it feeds, so you know what to collect before you build.

Source	What it gives you	Elements it feeds
CRM and sales notes	Past conversations, objections, deal stage, contacts	Problem statement, objection answers, contact, CTA
Firmographic data	Industry, size, location	Headline, proof matching
Technographic data	The tools and systems the account uses	Product relevance, integrations
Intent data	Topics an account appears to be researching	Timing and choice of message
Public sources	Press releases, earnings calls, job postings, leaders' statements	Headline trigger, problem statement, value proposition

The sales team often holds the most useful information, and it is the least likely to be written down. Ask for it before you build, not after.

Accuracy and review before launch

One wrong detail can undo the trust the page is meant to build. A wrong name, an outdated initiative, or a claim about the account that the AI invented tells the reader that nobody checked. This section explains how to catch those mistakes with a short review.

a. Why a single error costs so much

The page's whole promise is that it was made for this account. A mistake about the account breaks that promise on the spot. The reader may not tell you what was wrong. They will just stop trusting the rest.

b. A pre-launch checklist

Work through this list before you send the page.

• Check the account name, the contacts' names, and their titles.
• Confirm every claim about the account's business against a source you can point to.
• Confirm that each proof item has been approved for use and matches the account.
• Check that every link, form, and button works.
• Preview the page on a phone and a desktop.
• Test the tracking: open the page from a test link and confirm the visit appears.
• Ask the account owner to read the page, and fix anything they flag.
• Check that any personal data on the page is allowed under the privacy rules that apply to you.

c. Why sales must review it

Sales knows what was said in earlier calls and what the buyer is likely to react to. A sales review catches wrong assumptions that marketing cannot see. It also makes the account owner more likely to send the page.

A template you can build from

You can use this outline as the start of any ABM landing page. This section gives the structure, then a filled-in example for a fictional account. What should an ABM landing page contain, section by section? The table shows the purpose of each and what to personalize.

a. The outline

Section	Purpose	What to personalize
Hero	Show it is for them and state the next step	Headline trigger, supporting line, primary CTA
Problem	Describe the problem in their words	Language and examples from their own sources
Value	Show what changes for them	Link each point to a stated goal
Proof	Reduce perceived risk	Industry, size, or problem match
Roles	Answer each person's main question	Sections for the roles on the committee
Fit	Show the parts of the product that apply	Their stack and use cases
Trust	Answer risk questions	Standards and support relevant to them
Business case	Help the champion sell internally	Prefilled figures, summary, action plan
Questions	Remove likely blockers	Objections raised in earlier calls
Contact	Put a person behind the page	Named account owner
Next step	Make action easy	CTA that fits the stage, plus a secondary option

b. A filled-in example (hypothetical)

The companies below are invented. TrailSync is a fictional company that sells fleet maintenance software. Ridgeway Logistics is a fictional 1:1 account with an estimated deal value of $150,000 a year.

Section	Filled-in version
Hero	"Keep Ridgeway's new Memphis depot on schedule without adding maintenance staff." Button: "Book a 20-minute depot scheduling review."
Problem	Two sentences about missed inspections as a depot opens, in the words Ridgeway uses in its job postings.
Value	Three points, each tied to the Memphis opening: fewer unplanned stops, one view across depots, no extra hires.
Proof	One case study from a regional freight company of similar size, with a result approved by the customer.
Roles	Short sections for the COO (cost and risk), the maintenance director (integration with their current system), and depot supervisors (what changes day to day).
Fit	The two integrations Ridgeway already uses, and the two features that apply to its fleet.
Trust	The implementation timeline and the named support team.
Business case	A one-page summary and a worksheet prefilled with Ridgeway's fleet size.
Questions	Four answers on migration, data, training, and pricing for a fleet of that size.
Contact	Dana Reyes, Account Executive, with photo and a direct booking link.
Next step	The depot scheduling review, and below it a link to the one-page summary.

Tracking, and how to tell which elements work

Tracking is part of the page, not an add-on. If you cannot tell which account visited, you cannot learn which elements earn their place. This section covers how to set up tracking and what to look at for each element. What should an ABM landing page contain to make that possible? Unique links, tagged traffic, and a connection to your CRM.

a. Set up tracking before launch

Give each account its own URL, or tag every link with UTM parameters (labels on the link for source, medium, and campaign) so visits can be traced to an account and channel. Track form submissions and CTA clicks. Connect the page to your CRM, so the visit shows up where sales works. In HubSpot, for example, a company record can show tracked page views from associated contacts. Our guide to landing page metrics explains how UTM tags work and why numbers differ between tools.

b. What to look at for each element

Element	Signal to check
Headline and hero	Whether visitors scroll or leave quickly
Proof	Time spent on the section
Role content	Which roles or people from the account visited, and which sections they read
Business case resources	Downloads and forwards
FAQ	Which questions were opened
CTA	Clicks and meetings booked
Whole page	Number of people from the account, return visits, and pipeline influenced

Heatmaps can show where attention falls on the page; see our guide to landing page heatmaps for how to read them.

c. Why account-level signals matter most

Traffic to an ABM page is small, so a page conversion rate moves a lot on a few visits and teaches little. Look instead at whether the account came, who came, what they read, and whether they came back. The same applies to testing. Our guide on how long a landing page A/B test should run explains why small pages need a different approach, and what to test first on a low-converting landing page helps you pick changes worth making.

Use the signals to decide what to change, and change one thing at a time. Avoid setting benchmarks from other companies' numbers. Compare your own pages with each other.

How Episode helps you build an ABM landing page with the right elements

Episode is a platform for building campaign pages, and it has an account-based workflow. This section describes how its features connect to the elements above, and where you still need other tools.

a. Pages built around each account

Episode lets you create a personalized page for each account on your list. It can adapt the problem and use case, industry language, benefits, customer evidence, recommended solutions, images, offers, calls to action, forms and qualification questions, the sales contact, and page structure. It also has a field for the trigger: the change that makes the page relevant now, in the account's own words. That maps to the headline and problem elements.

b. Message match with your outreach

A page should continue the message that brought the visitor. Episode's ABM page puts it this way: your outreach is personal, so the destination should be too. Building the page from the same account context as the outreach helps the headline and the ad or email say the same thing.

c. A shared structure with account-specific parts

Episode separates what stays the same across a campaign from what changes by account. You can update the shared structure once and check the effect across every account page. You can also set up your brand once and save approved sections, forms, and layouts for reuse across campaigns. For tiers, that means one structure can serve 1:few and 1:many pages while 1:1 pages get deeper edits. See our overview of Episode's account-based pages.

d. Review, comments, and approvals

You can edit any section, comment, request changes, and approve pages one at a time or in groups. You control which pages publish, and drafts stay private. This is where a sales review fits in before launch.

e. Seeing which elements work

Every account page includes analytics, heatmaps, and visitor identification. Episode reports which accounts visited, which sections they viewed, how often they returned, whether several people from one company visited, which calls to action they used, and where interest dropped. It can send these signals to HubSpot, Salesforce, Zapier, or your existing sales workflow. You can read more about visitor identification.

f. What Episode does not do

Episode researches each account, and your team reviews that context before pages are created, so account facts still need a person to check them. It is not an intent data provider, so if you use third-party intent data, you bring it in from your data provider. It does not send your outreach or run your ads, so you still do that in your sales tools and ad platforms. Visitor identification has broader coverage for companies than for individual people, and it works on pages Episode hosts. Teams that rarely launch campaign pages may see a smaller gain.

Common mistakes to avoid

Even pages that get "what should an ABM landing page contain" roughly right can fail in a few predictable ways. Here are eight, with a quick fix for each.

a. Personalizing only the name and logo

The reader sees through it. Change the headline, the problem, and the proof so the page would not make sense for another account.

b. Using proof from unrelated industries

Impressive logos do not help if the reader cannot see themselves in them. Match proof on industry, size, or problem.

c. Writing for one stakeholder only

The committee is larger than your contact. Add short sections for the other roles who will judge the decision.

d. Asking for too much in the form

Each field is effort. Ask only for what you do not already know, or use a calendar link instead.

e. Leaving the next step unclear

If the reader cannot tell what to do next, they will do nothing. Use one clear primary CTA with a label that says what happens.

f. Overloading the page

A page with every case study and every feature has no focus. Cut what does not serve the buyer's next question.

g. Using inaccurate account details

One wrong fact breaks the page's main promise. Verify every claim and have sales read it.

h. Launching without sales input

If the account owner has not seen the page, they may not send it, and they may contradict it. Agree on the page, the message, and the follow-up before launch.

Build the page from top to bottom

So, what should an ABM landing page contain? A headline about the account's situation, the problem in their words, value tied to their goals, proof from similar companies, content for each person on the committee, trust signals, business case resources, answers to likely objections, a named contact, and one clear next step. Leave off what does not help those buyers, and match the depth to the tier and the stage.

To start, copy the outline above, fill it in for one account, and ask the account owner to review it before you send it. Then look at who visited and what they read, and use that to decide what to change. If you want to build and track these pages in one place, you can see how Episode handles account-based pages.