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John Woods

High-performing B2B lead gen landing pages: design and information architecture

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Landing pages for B2B - part 2

This is the second in a series of blogs looking in detail at landing pages for B2B.

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Last time I explained why landing pages are so important for B2B lead gen activity.

This time we’ll look at how to create a good B2B lead gen landing page – the layout, copy and information architecture decisions that go into the landing page design process.

More “guidelines” than actual rules

Confession time. I’m a terrible graphic designer. My brain just isn’t wired right for that type of work. (Fortunately, I have a great team of excellent designers at Sharp Ahead to cover for me!) So I’m certainly not going to try to tell you exactly what your landing page should look like.

But even if I were the world’s greatest graphic designer, I still couldn’t tell you what YOUR landing page should look like. There’s no single formula for a B2B lead generation landing page. Design and content choices depend on your target audience, your branding, your competitive positioning and many other factors.

My strength is a good sense of user experience and an understanding of the B2B conversion journey. And from that I can share some general principles about B2B landing page design. In other words, I can give you some guidelines about what your landing page needs to DO.

We use these guidelines all the time when we’re designing and reviewing lead generation landing pages. Keep these in mind in your own landing page projects and your pages will have a better chance of success.

Guideline 1: stay oriented on the user journey 

Your lead gen landing page is not a standalone user experience. It’s a mid-stream stepping stone in an intended user journey. Keep this in mind when you are making design decisions. 

What will bring the person to the page? Most likely it will be one of your paid search ads, or some other form of paid media. You’ll have a precise idea of the likely search term and the copy (and images, if any) that the person will have seen in the ad.

If you want to keep the forward momentum in the visitor’s journey, the landing page must continue the “scent trail” that you established with the ad. For example:

  • Wording of ad and landing page copy should be consistent and in particular the landing page headline should closely match the ad’s headline. (We call this “message match”, and it’s good for both increasing conversions and for boosting your Google Ads quality score.)
  • Any graphics from the ad should be visually consistent with the landing page’s graphics.
  • Both the ad and the landing page should be clearly associated with your company name (or product brand name).

If you don’t do those things you’ll create doubt in the visitor’s mind. If the landing page seems to be about a different subject from the ad, the visitor might assume there’s been a mistake. If the landing page isn’t clearly associated with the correct company, the visitor might assume the page is a scam of some sort, or at least a third-party intermediary trying to inject themselves into the sales process. Nothing good will come from those sorts of doubt! “Doubt is the conversion-killer.”

What’s the call to action? You want the target visitor to DO something as a result of visiting the page. Most likely, that’s to get in contact with you so they can engage in a sales conversation. The overarching purpose of your page is to persuade and enable the visitor to achieve that action.

The content that you choose to put on your landing page needs to serve some purpose in advancing the visitor towards the desired action. If it doesn’t do that, it doesn’t belong on your landing page.

The threat of the back button! Never forget that your expensively-acquired visitor is a single click away from gone forever. Your page needs to compete with all of those other blue links or shiny social feed items on the visitor’s previous page. You need to be concise and to the point. Junk the fluff. Which bring us to…

Guideline 2: This End Towards Prospect – the crucial above-the-fold section

Like a rocket ship, the top part of a landing page is the most important! The section that displays above the page fold on a desktop browser is your “payload”. If you don’t engage the visitor here, they’ll hit the back button. If that happens, it doesn’t matter how much wonderful, persuasive content you had below the fold. That person will never see it.

So the above-the-fold section is where you must bring your best game.

Things I’m looking for above the fold in a good landing page design:

  • A clear, highly-visible headline that is message-matched to the ad that brought the visitor to the landing page.
  • Ultra concise, legible copy that confirms that your product or service is a relevant solution for the target visitor’s problem.
  • Some form of social proof, or something else that instantly establishes credibility.
  • A graphical layout that makes it clear there is more information further down the page, with a reason to keep scrolling.
  • A clear, simple-to-follow call-to-action.
  • A sufficient presence of your company name and branding that makes it clear this is a legitimate page and you’re happy to put your name to it.

That’s it. Everything else can go lower on the page.

In particular some things I DON’T want to see above the fold:

  • Monster foreground graphics that eat up so much space there’s no room for other content.
  • Noisy visuals and animation, that draw the eye away from the other features. Keep your graphics simple and low key, and don’t use animation or video unless that is absolutely the best way to communicate the essential features I’ve listed above.
  • Huge blocks of text that can’t be skimmed by a busy, easily-distracted visitor. Your text must be concise and easy to skim.
  • A form with an intimidating number of compulsory fields. Hide the form in a pop-up, or put it lower on the page.
  • Popups and other visual clutter (except for the essential cookie consent notice).

Be particularly wary of using photos and videos of real faces in this part of the page. Our brains are hard wired to look at faces so they draw the viewer’s attention like a magnet – which means other, more persuasive parts of the page will be ignored. Don’t show faces unless the face is somehow central to your story.

Some technical aspects to remember when designing the above-the-fold section:

  • The page fold falls in different places depending on the size of a user’s browsing window. If you do your design work on a huge screen, be mindful that your average user’s page fold will be a lot higher than yours – so things on the lower part of your screen won’t be visible to them.
  • When your page is live for a real user they will see your consent banner and potentially other pop-ups that are added by your martech stack. For example, they might see a live chat window. These might hide some of the key elements of your page. Test your landing page in the live environment before you finalise the design. You might need to move things around so that your cookie bar doesn’t conceal some crucial element!

Lastly, don’t be too clever in this part of the landing page. You need to grab the visitor’s attention quickly and you can’t assume they are motivated to put a lot of cognitive effort into understanding your page. This isn’t the place for tricky puns or subtle attempts at thought leadership. Keep it simple and direct.

Getting this above-the-fold section right is HARD. You have limited screen real estate and so many things that you want to say to your visitor! But you must make those prioritisation choices if you want to maximize the performance of your landing page. If you’re doing this part of the design process right, those trade-off choices should feel agonising and brutal.

The top section on mobile

The same principles about the above-the-fold “payload” apply on a mobile device. And that makes the layout trade-offs even more painful because, obvs, a mobile’s screen is a lot smaller than a computer’s. But you have a little more leeway about the “fold”. It’s more natural to scroll down on a phone than on a computer. (And it’s HARDER for a person on a phone to hit the “back button”.) So a person browsing your landing page on a phone screen might scroll through, say, two or three screenfuls before they reach a decision about your page.

So instead of “these things MUST be above the page fold”, on mobile we can change that to “these things should IDEALLY be above the page fold, but if not, they MUST be present in the first two or three screens”.

In any case, remember that your landing page is going to look very different to a visitor on a mobile device than to someone on a computer. But that mobile user is just as likely to become a good lead. (For most of our client campaigns we find around 50% of our leads come from mobile visitors.) So pay attention to the mobile experience.

User testing for a landing page

Once you’ve made all those agonizing decisions about what to put above the fold and what to push down the page, wouldn’t it be good to have some way to test whether you have them right?
A word to the wise: the above-the-fold section of a landing page design makes a great subject for a 5 second user test. Enough said.

Guideline 3: obsess about the call to action

All of your good work so far will come to nothing unless you have a good call to action and your landing page design works well in support of that CTA.

You should obsess about this aspect of your landing page and do everything you can to optimise it. A 10% improvement in the effectiveness of your CTA means 10% more leads. Simple as.

There is such a lot to say about the landing page call to action that I’m going to give it its own blog article. So stay tuned for that next time!

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    Landing pages for B2B digital marketing

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    B2B Conversion Party

    Landing pages are important in many aspects of B2B digital marketing and are absolutely critical for B2B lead generation campaigns.

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    A good landing page will multiply up the success of a B2B lead gen campaign and deliver a 2x, 3x even 10x improvement in ROI. A bad landing page will doom a campaign to failure. 

    Sharp Ahead recognised the importance of landing pages at the very beginning of our agency back in 2014, so B2B landing page design and optimisation have always been core parts of our service. Almost every B2B lead generation project we work on will have at least an element of landing page design or optimisation. But we’ve seldom talked about landing pages in our blogs. So it’s time to fix that!

    Over the next few weeks we’ll be publishing a sequence of blogs that share the best practices around landing pages for B2B digital marketing that we’ve honed over ten years’ work in our agency. 

    This first article covers basic concepts and explains the crucial role of the landing page in the B2B lead generation user journey. Subsequent articles will go into details such as: 

    • How to design a successful B2B lead gen landing page 
    • Conversion and call-to-action best practices for B2B landing pages 
    • Managing B2B landing pages: technology and governance considerations 
    • Measuring and optimising B2B landing page performance 
    • B2B applications for landing pages beyond lead gen 

    There’s a lot to cover! So let’s jump in. 

    What do we mean by a “landing page”? 

    There’s scope for some confusion here. 

    In the world of web analytics, “landing page” just means “the first page of a visit” – i.e. the URL at which a person first “lands” on the website. You’ll come across that term in reports like these in Google Analytics: 

    In that context the “landing page” has no specific purpose or function – it’s just whichever page a visitor happened to see first. 

    But in B2B digital marketing optimisation we mean something a bit more specific by “landing page”: 

    A landing page is a web page that is specifically designed to receive the click-throughs from a particular digital promotion so as to maximise the success of that promotion.

    The crucial thing here is that the marketing team is designing and using the landing page specifically to serve as part of a particular digital marketing campaign, and for no other purpose. 

    That might not seem like a big deal. Aren’t all web pages designed to serve a marketing purpose? Why do landing pages need to be any different from “normal” web pages?  

    To answer that we need to apply the First Rule of Marketing Success – look at the world through the eyes of your target customer. 

    The user journey for B2B lead generation 

    In lead generation we’re looking to interact with a person who needs a product or service like ours and who is just about ready to make contact with our sales team. That person will often be actively searching for a solution. So it’s very likely that their user journey will involve interactions with a search engine like this one: 

    The person is using a search engine and they’ve entered a query that reflects their needs – in my example, they searched for “flexible office space oxford”.  

    The search engine has done its job and brought back a long list of web pages that might be a fit for the searcher’s requirements. There’s an interesting mix of websites in this particular case – a paid ad for one particular office space provider, a blog article with a review of multiple coworking spaces, some listing sites that offer multiple locations, and some individual office locations. All quite intriguing and likely to help with the research process in different ways. 

    If you’ve been skilful with the design and implementation of a PPC campaign, your search ad might be one of the links that appears on that page. And if your ad is carefully written, there’s a good chance that it will appeal to the person who is searching. If the stars align, they’ll click on your ad. And they’ll see your landing page! 

    At this moment the landing page has a HUGE job to do. Because at this point in the user journey, your landing page is in competition for the user’s attention with the search engine and with every other link on the search results page. If your landing page can’t immediately engage the searcher, the search engine (with its familiar, trusted user experience) and all of those tantalising competitor links (with their novelty and promises of relevance) are just one tap of the back button away. One click and that person is lost to you, perhaps forever. 

    You have to convince the searcher to stay on your landing page, and you have to do it FAST. (Within 10 seconds, UX guru Jakob Nielsen wrote in 2011. In 2024 even 10 seconds seems too long!) 

    You need to reflect the reality of this type of user experience in the design of your landing page. 

    User experience challenges for a successful B2B lead gen landing page 

    Grabbing the searcher’s attention is essential. But by itself it’s not enough to guarantee success. You need the person to remain engaged with your landing page and to be willing and able to take action. 

    So your B2B lead gen landing page needs to deliver on three different user experience challenges: 

    • It must convince the user VERY quickly that they’ve come to a place which offers a valid and accessible solution to their needs. You have less than 10 seconds of the user’s attention to do this. You can’t assume that they will scroll down your page or otherwise interact. This is a brutal design challenge that requires an extremely focussed approach to the page’s information architecture. 
    • If the user does engage and starts to scroll through your page or otherwise interact, it must continue to offer a flow of easily-accessible information about your product or service in a way that offers the user a better return on time spent than a press of your ever-present competitor, the back button. 
    • Once a user has been persuaded that they should take the next step and get in touch with you, the page must make it effortlessly easy for them to do so. 

    A general-purpose web page isn’t going to do any of those jobs very well. Websites are designed to fulfil multiple purposes for a wide range of different user journeys, and so web pages within those sites have to feature complex navigation and multi-purpose information architecture. They rely on a visitor being at least somewhat engaged and willing to spend some time processing information and navigating around the site. 

    You don’t have the luxury of an engaged, committed visitor for a B2B lead gen landing page. You need to bring specialist design principles to bear if you want to keep your visitor out of the clutches of the competition and give yourself a good chance to turn them into a lead. 

    We’ll dive into the details of landing page design principles in the next article in this series. 

    Over the next few weeks, we’ll be sharing more insights and best practices on landing pages for B2B digital marketing. Sign up for our newsletter to receive the rest of this series straight to your inbox – and never miss out on the latest tips to maximise your lead generation success!

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      Running ads for your own brand terms in B2B paid search – yes or no?

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      B2B brand ads - yes or no?

      In more than a decade of talking to customers and prospects about B2B paid search marketing, there are a handful of strategy questions that come up over and over again. Some of those questions are hard to answer! But one of the commonest is also one of the easiest: should you bid on your own brand terms – like your company’s name – in B2B paid search? 

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      My answer: yes, you should. 100%. 

      Just to clarify here: I am talking about bidding on your OWN brand terms – your company’s name, and perhaps the trade name of your products. Bidding on third party brand terms, such as your competitors’ brand names, is a whole different game and beyond the scope of this article.  

      I know what you’re thinking here! Something along the lines of: “But we’re already in the top position for the natural search results for our own company name! Why should we pay for an ad as well?” But trust me, you should be doing own brand paid search. No question. 

      With most strategy questions I’m a big fan of “it depends”. So why am I so confident to give such definitive backing to own brand paid search? There are a few factors: 

      • Brand searches are really important B2B marketing touchpoints, and any strategy that gives you influence over the user journey at a key touchpoint is bound to be powerful. 
      • Search engines allow competitors to inject their own paid advertising messages into your brand search results. Bidding on your own brand terms makes it harder for competitors to interfere with these key touchpoints. 
      • Even in the absence of competitor ads, the natural part of the brand SERP often features content that doesn’t align with your desired marketing outcomes. Brand paid search allows you to push that content down the SERP and replace it with messages that are more supportive. 
      • B2B brand paid search doesn’t cost much money in comparison to other types of paid B2B digital activity. So even if the financial benefits are modest, it’s likely to have a high ROI.  

      Let’s unpick each of those areas. 

      Why brand searches matter 

      A search for your brand name is often a critically important B2B marketing touchpoint. Think about these types of user journey for example: 

      • A person has heard about your product by word-of-mouth and thinks it might meet their needs. They go to a search engine and search for your brand. The next screen they see is their first digital impression of your brand.  
      • A person has researched your product and is almost ready to contact your sales team to start a buying conversation. But first they want to check that your product fits with their budget. They search for “[your brand] pricing”. The next screen they see might make the difference between them becoming a sales lead or heading to a competitor. 
      • A customer is a little dissatisfied with your product and starting to think about switching to a competitor. They search for “[your brand] alternatives”. The next screen they see might determine whether they continue the switching process or decide to stay with you. 

      In their different ways those are all key “moments of truth” in your interaction with a prospective or current customer. Any strategy that can help you influence those interactions is worth strong consideration as part of your B2B digital marketing mix. 

      Do I need to worry about competitor search ads on my brand name? 

      The best way to answer that, as with so many things about B2B search marketing, is to eyeball the SERP. 

      Here’s an example of a SERP for the ABM software company Demandbase: 

      Note I’ve sized that screencapture so that it is representative of a typical laptop browser window – the sort of setup that most of your B2B prospects are going to be using when they search for product or supplier information. (This is a good habit to get into for any online research. Try to see things as the prospective customer will see them.) 

      See how the sponsored links for Demandbase’s competitors have taken over the top part of the SERP? Demandbase’s own website is at the top of the natural search results, sure. But that’s a long way below the fold of this typical browser window, so it’s missing from my screencapture. And a cunning competitor, 6sense, is taking full advantage of that by running an ad that positions itself directly against Demandbase. And what an ad! It dominates almost the whole visible part of the screen. 

      On a mobile device the situation is even more stark: 

      There isn’t a single link on that above-the-fold portion of the mobile SERP that points to a Demandbase-owned property, nor a single word of copy that Demandbase has written or even influenced. Every pixel belongs to a competitor. 

      I know what you’re thinking! “I don’t like what Google is doing here! It’s not right that a competitor can use my brand name in this way!” 

      I take your point. But you know the story about the conversation between the fly and the windscreen? If you don’t like this aspect of Google’s business model, I suggest you have your people speak to Google’s people. And I wish them the best of luck. 

      If it makes you feel any better, your competitors are paying a high price for these ads. The ads have low relevance for the average person, so Google’s algorithm will penalise them with low “quality score” metrics and therefore the cost-per-click will be very high.  

      Like it or not, Google is allowing this sort of competitor brand bidding. Your prospects are using Google to find information about your product and your competitors are jumping in. If you want to reduce your competitors’ influence on those critical marketing touchpoints, you need to buy search ads on your own brand terms. Running your own ads will push your competitors’ ads down the SERP and reduce their harmful effects. 

      I’m not worried about competitor ads, so why bother with my own brand ads? 

      Again I say eyeball the SERP. 

      Take a look at this example for facilities management giant Aramark: 

      This time I’ve deliberately captured a much deeper screencap so you can see what’s below the fold. Skim down the screencap. Who is this information for? 

      I think you’ll agree that a lot of content on this page is for Aramark’s workers and for people looking for a job with Aramark. Featured sections include “Search Jobs” “Careers” “Jobs at Aramark” etc. 

      There is a little bit of content that might be relevant for a prospective customer, but it’s not exactly compelling. There are mixed messages – the first set of links (from aramark.com) and the LinkedIn snippet lower down talk about education, sports teams, healthcare and so on, while the UK Home page talks specifically about the offshore industry. If I’m in the UK healthcare industry, should I be considering Aramark as a potential supplier or not? And the intriguing snippet “Aramark Launches First AI…” (sic) doesn’t really do justice to the value proposition for, erm, whatever that AI thingy is. 

      This isn’t surprising. Aramark is a huge company with a lot of employees and relatively few clients. The average user of Google is much more likely to be an employee or a job seeker than a prospective customer. So Google has prioritized the information which is likely to be useful to the average person. And without sufficient confidence about my geographic interest, Google is covering its bases by mixing content from multiple country sites. But the end result is a confusing mess that won’t create a good impression with a B2B prospect. 

      In comparison, see how Intel has used an own brand ad to take control of this SERP: 

      The natural search results towards the bottom of my screen capture have links that will appeal to large numbers of people – driver downloads, career information and stock market info. The paid ad at the top features brand-related content that will appeal to prospective B2B customers and partners – case studies and information about future product directions. In combination, the paid and natural listings dominate the SERP – competitors are barely to be seen here – and cover both B2B and B2C use cases. 

      We’re not all huge brands like Aramark and Intel, but the same issues apply. A brand ad is an opportunity to bring out the messages that are the most valuable to you, instead of the ones that Google thinks are the most useful for the average person. 

      Go ahead and eyeball your brand SERP. Anything there you’d like to improve? A brand ad is the easiest way. 

      Isn’t this EXPENSIVE? 

      Less expensive than you’d think. 

      When you’re bidding on your OWN brand terms, Google will give you a high quality score – because your ads are highly relevant to the people who are searching – and so your cost per click will be low. (Remember that the reverse applies to competitors bidding on your brand – they get a quality score penalty and a much higher cost per click.)  

      The costs vary, but typically the B2B clients we work with are spending around 5% to 10% of their media budget on own brand search. And because brand search is impactful at critical points of the buyer journey, they can have high confidence in excellent ROI from that small fraction of their budget. 

      Own brand paid search is relatively simple to set up and manage, too, so the admin costs are low. 

      Making it happen 

      I know what you’re thinking! You’d like to give own brand paid search a try.  

      If you already use Google Ads, you just need to set up a new campaign. (Don’t mix and match brand terms with other keywords. That’s a subject for another blog, but for now just trust me!) 

      If you don’t use Google Ads yet, it’s perfectly possible to set up a new Google Ads account that’s only used for own brand search. And because the setup is relatively simple, the time and cost requirements are very affordable. 

      Other search engines are available 

      Everything above applies equally well to Microsoft Ads. Usually the search volumes will be lower on Microsoft than Google, so the media costs will be even lower. It’s a great idea to set up brand search on both search engines at the same time, as you can use more or less the same setup on both. 

      If you’re operating in geographic markets where other search engines have a strong position (like Baidu in China) you may wish to consider those as well. Similar considerations apply to own brand search. 

      I hope I’ve convinced you to think seriously about own brand paid search for B2B marketing. Feel free to get in touch if you’d like our help with it! 

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        A reprieve (of sorts) for third-party cookies

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        Subheading

        Google’s position on third-party cookies in Chrome has shifted again, and this change is a big one. It now seems that Chrome support for third-party cookies will remain into the indefinite future, albeit subject to enhanced user controls. Rather than going extinct completely, third-party cookies will survive in captivity. 

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        The news broke in this announcement from Google’s Privacy Sandbox initiative on 22nd July.

        What's changed?

        Prior to this announcement, Google was suggesting that support for third-party cookies would be completely removed from Chrome at some future point. But there was no precise deadline. (A previous deadline of the end of 2024 had already been relaxed.) I wrote about this back in April.

        But the new announcement changes this. Support for third-party cookies will remain into the indefinite future. They will, however, be subject to what Google calls “elevated user choice”. There are no details on that at present, but I’m interpreting it to mean it will be easier for a user to opt out of third-party cookies. 

        While this announcement only relates directly to Chrome, it seems likely that Microsoft Edge (which shares Chrome’s underlying Chromium technology) will  follow suit. 

        This announcement is particularly good news for a number of ad networks that rely heavily on third-party cookies to deliver on their value proposition. (And indeed competition concerns about the adverse impact of the proposal cookie phase-out on these ad networks is arguably one of the reasons why Google has changed tack.) 

        What difference does this make to B2B marketers?

        If you’re making heavy use of marketing techniques that rely on third-party cookies – for instance, most types of remarketing – then this gives you some breathing space. Those techniques will continue to work into the indefinite future. That’s good news for B2B digital marketers because those techniques are a powerful and cost-effective part of most B2B digital marketing strategies, and because the alternatives that were emerging within the Privacy Sandbox seemed unlikely to perform very well for B2B marketing use cases. 

        However the direction of travel here is still clear – third-party cookies are under threat and are likely to be increasingly marginalised, whether by technological fiat or by user choice. I still recommend that B2B marketers treat third-party cookies as an endangered species, and look to shift their marketing mix towards techniques that don’t need third-party cookies. The advice in my previous blog still stands, we can just afford to move a little more slowly. 

        Further reading

        Search Engine Land has a good sample of industry feedback here.

        And as a hint that the regulators may still take an interest in this issue, some polite sabre-rattling from the ICO here.

        And don’t forget to subscribe to our newsletter for a B2B perspective on future developments in digital marketing technology and other aspects of B2B digital marketing!

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          Learning about B2B SEO will make you a better marketer

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          Learning about B2B SEO will make you a better marketer

          All B2B marketers should learn a bit about SEO, IMHO. 

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          It’s tempting to see B2B SEO as a mysterious dark art, best left to specialist practitioners. And for sure, if your organisation is employing SEO as a key part of its B2B marketing mix, then you’ll need some experts. 

          But it’s not hard to pick up at least some of the basic guiding principles of B2B SEO. And if you do, I predict you’ll find that helps you to be a better marketer in all sorts of other ways that seem far removed from SEO itself. 

          For example: SEO rewards communicating clearly and authentically. That’s a good habit for all B2B comms. And SEO strategy needs a good understanding of your competitive landscape as seen through the eyes of your prospective customer. We all do better work as marketers when we bring that sort of lens to our work.   

          If you’re motivated to learn about B2B SEO you’ll perhaps have noticed that a lot of SEO self-help resources are a bit… generic. 

          We’re here to help! We’ve produced two pragmatic B2B SEO guides that are packed full of real-world B2B-specific examples. Why not add these two resources to your holiday reading list? 

          1. Hot off the press: our brand new (July 2024) PDF guide on how to analyse a search-engine results page (or SERP), and how to use that to inform your B2B marketing strategy and identify quick wins. Download it here. 
          2. A classic from 2023, but still completely current: our PDF how to apply Google’s E-E-A-T guidelines to make your B2B Content stand out above the competition. Download it here. 

          And don’t forget to subscribe to our newsletter for regular content about B2B search marketing and other areas of B2B digital marketing! 

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