# How to build a B2B category page that explains and converts. - working worksheet

Reviewed alongside the Eli guide: https://hireeli.io/resources/b2b-category-page-conversion

## Decision to make

Define a category without making the buyer decode invented jargon

Owner: ____________________
Review date: ____________________
Canonical page or destination: ____________________

## Buyer questions

- [ ] How to build a B2B category page that explains and converts?
- [ ] What should a B2B startup do first to define a category without making the buyer decode invented jargon?
- [ ] Which evidence shows that define a category without making the buyer decode invented jargon is working?
- [ ] What is the most common mistake when teams try to define a category without making the buyer decode invented jargon?

## Evidence-led work plan

### 1. Why this decision appears: category creation fails when the page names a new label but does not connect it to an existing problem

Category creation fails when the page names a new label but does not connect it to an existing problem, alternative or buying trigger.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 2. Define the category in plain language, state the problem and audience, compare the old approach and show the mechanism and proof

Define the category in plain language, state the problem and audience, compare the old approach and show the mechanism and proof.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 3. Lead with the buyer problem, then define the category in one sentence

Lead with the buyer problem.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 4. Measure track non-brand discovery

Track non-brand discovery, buyer comprehension, qualified actions and how prospects describe the category in calls.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

### 5. Do not cross this boundary: do not rename a familiar feature solely to claim an empty category

Do not rename a familiar feature solely to claim an empty category.

Evidence or artifact: ____________________
Status: [ ] not started  [ ] working  [ ] verified  [ ] blocked

## Source ledger

- [ ] Google Search Central: optimizing for generative AI features: https://developers.google.com/search/docs/fundamentals/ai-optimization-guide
- [ ] Google Search Central: people-first content guidance: https://developers.google.com/search/docs/fundamentals/creating-helpful-content
- [ ] OpenAI: publishers and developers FAQ: https://help.openai.com/en/articles/12627856-publishers-and-developers-faq
- [ ] Eli AI Visibility Index methodology: https://hireeli.io/ai-visibility-index/methodology

## Measurement boundary

Baseline date and exact context: ____________________
7-day observation: ____________________
14-day observation: ____________________
30-day observation: ____________________
Known limitations: ____________________

Keep technical eligibility, citations, recommendations, visits, leads and revenue as separate evidence. This worksheet does not guarantee an external ranking or commercial result.