How to write an integration page that sells

An integration page sells the job the stack completes together. A logo wall sells nothing.

Prospects do not buy because you plugged into Slack, Salesforce, and HubSpot. They buy when the stack finishes a job they already pay people to do. Logo grids look busy. They fail the grunt test. If a champion cannot paste your page into Slack and get a yes without translating it, you wrote a connector directory, not a sales asset.

What should an integration page actually sell?

The outcome the two products complete for a named seat.

Who uses it. What changes in their week. What proof you have that the handoff works. Same shape as who / why / how positioning: who it is for, why they care, how the mechanism works. The integration is the mechanism. The outcome is the sale.

Weak: "Integrates with Salesforce."

Strong: "RevOps syncs closed-won accounts into your CRM nightly so AEs stop copy-pasting wins from Sheets. Used by ops teams running 50+ opportunities a month. Setup under 20 minutes with OAuth."

Same connector. One is a checkbox. The other is a Grow page.

How do I structure the page?

Five blocks. Keep each short.

1. Job headline. Name the outcome in plain language. "Turn product usage into CRM tasks your AE already works."
2. Who uses it. Role and context. Admin, RevOps, CS lead. Not "teams of all sizes."
3. How the handoff works. Three steps max. Trigger → data that moves → what shows up in the other tool.
4. Proof. A before/after from a real account, a short quote with a number, or a screenshot of the finished workflow. Prefer a concrete thing that happened over adjectives.
5. Path. Install, request access, or book a setup call. One primary CTA. Link the plan that includes the connector if it is gated.

This mirrors how a comparison page that converts works: outcome first, mechanism second, proof third. Do not open with a grid of 40 logos and hope the buyer finds the one they care about.

What belongs on each connector page vs the hub?

The hub lists connectors with one-line jobs. Each connector page owns the full sell.

Hub line: "Salesforce: closed-won sync for RevOps."

Page: job, who, how, proof, path.

If you only have a hub, every connector looks equal. They are not. Put depth on the five connectors that show up in closed-won deals and expansion signals from product usage. The long tail can stay as one-liners until a deal needs the page.

How do I write the proof block without inventing metrics?

Use what you already have.

A named customer who cut a manual step. A support theme that stopped after the connector shipped. A usage spike in the accounts that installed it. If you lack a number, show the finished workflow and say what the operator no longer does by hand. Zero invented stats. A screenshot of the sync that actually ran beats a fake "3x productivity" line every time.

When you ship a connector that changes how admins expand seats, treat the page the way you treat a changelog that sells upgrades: outcome for a seat, pain removed, path to more.

What should I never put on an integration page?

A logo grid with no jobs. Partner link farms. "Coming soon" tiles that have been coming soon for a year. Architecture diagrams that only an engineer can decode. Competitor digs. And CTAs that send the buyer to a generic demo form with no mention of the connector they clicked.

Also skip "works with your entire stack" claims. Name the jobs you finish. Leave the rest off the page until you can sell them the same way.

What does Grow mean here?

Grow is more revenue from buyers who already care about their stack. An integration page that sells pulls expansion and closed-won by making the handoff obvious. A logo wall is marketing inventory. It does not move seats.

What should I do this week?

1. Pick your top five connectors by closed-won and expansion mentions.
2. Rewrite each page as job, who, how, proof, path.
3. Cut the hub down to one-line jobs. Link to depth pages.
4. Send the two strongest pages to five champions who use those tools. Ask what still needs translating.
5. Make that template the default for every new connector ship.

Adapt or fail. Buyers buy finished jobs. Logos are wallpaper.

Start Signals, Convert, Grow

FAQ

Should every connector get a full page?

No. Full pages for connectors that show up in deals and expansion. One-liners for the long tail until a deal needs depth.

Where should the page live: docs or marketing site?

Marketing site for the sell. Docs for setup steps. Link both ways. Champions forward the marketing page. Admins finish in docs.

How do I handle OAuth vs API-key connectors?

Same structure. Say what the buyer must do in one sentence. Do not hide a painful setup behind a pretty headline. Trust dies when install takes two hours after you promised twenty minutes.

Can I list partner logos without a job line?

Only on a partner index nobody uses to buy. On a sales page, every logo needs a job or it is decoration.

How do I measure if the page works?

Installs or access requests from the page, expansion conversations that cite the connector, and closed-won notes that name the stack. Pageviews alone prove nothing.