## Lead with the before-state

Great B2B pages begin where the buyer already is: fragmented ops, slow reporting, and unclear ownership.

- Name the pain in operational terms
- State cost of delay
- Connect pain to role-level accountability

## Explain mechanism like a product coach

Avoid feature lists without narrative context. Show the sequence of change once your product is adopted.

- Input: what data or behavior starts the flow
- Process: what your product automates or clarifies
- Output: what becomes visible or faster

## Proof should match buyer risk

If deal size is high, generic testimonials are weak evidence. Use proof formats that match decision risk.

### 1. Low-risk purchase proof

- Before/after screenshots
- Customer quote
- Quick metrics

### 2. High-risk purchase proof

- Case study with baseline
- Implementation timeline
- ROI model

For more information, visit [AI Research Center](/content/blog/storytelling-frameworks-for-b2b-homepages#/index.html).