B2B website foundations

Figma

Collaborative design for interfaces and assets excellent for landing pages, ads, and prototypes when marketing and design need alignment.

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Hotjar

Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.

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Microsoft Clarity

Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.

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Unbounce

Unbounce creates landing pages with drag-and-drop building, A/B testing, and dynamic text replacement optimised for paid advertising conversion.

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Instapage

Instapage builds post-click landing pages with A/B testing, personalisation, and collaboration features for paid advertising campaigns.

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Leadpages

Leadpages builds landing pages, pop-ups, and alert bars quickly with templates and basic A/B testing for lead generation campaigns.

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Squarespace

Squarespace builds complete websites with beautiful templates, hosting, and e-commerce features for creators, small businesses, and portfolios.

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Books

Breakthrough Advertising

Eugene M. Schwartz

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A field guide to message market fit. Use stages of awareness to pick angles, craft offers and brief ads that speak to real pains and jobs.

Dotcom Secrets

Russel Brunson

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Translate funnel templates into clean journeys. Focus on offers, sequences and pages that convert instead of tactics that age badly.

$100M Offers

Alex Hormozi

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A practical guide to shaping offers that convert. Translate ideas into pricing, guarantees and copy you can test this quarter with real customers.

Wiki

Mobile responsive

Ensure websites display and function properly on all devices to avoid losing mobile traffic that bounces from broken layouts or tiny unclickable buttons.

Page speed

Optimise how quickly pages load to reduce bounce rates and improve rankings since slow sites frustrate users and get penalised by search algorithms.

Social proof

Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.

Trust signals

Display security badges, guarantees, and credentials to reduce purchase anxiety and prove legitimacy on pages where visitors make buying decisions.

Hero section

Design the prominent first section of pages to communicate value immediately and guide visitors toward conversion without requiring them to scroll or search.

Above the fold

Place critical information and calls-to-action in the visible area before scrolling to capture attention immediately when visitors land on pages.

AIDA

Map the buyer journey from attention to action, crafting messages that guide prospects through each stage to conversion.

Stages of awareness

Match your messaging to prospects' current awareness level from problem-unaware to solution-aware to speak directly to their mental state.

Offer

Structure your pricing, deliverables, and guarantee into a compelling proposition that makes buying decisions easier and more confident.

Customer journey

Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.

Heatmap

Visualise user behaviour through colour-coded overlays showing clicks, scrolls, and mouse movement, exposing hidden friction points.

Call-to-Action (CTA)

Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.

Other playbooks

Demand generation tools

Pipeline doesn't fill itself. These tools help you identify who to target, reach them at scale, and create content that earns attention in crowded markets.

Growth team tools

The wrong tools create friction. The right ones multiply your output without adding complexity. These are the tools I recommend for growth teams that move fast.

Sales pipeline tools

Deals slip through cracks when your sales stack doesn't work together. These tools keep your pipeline visible, your follow-ups timely, and your process tight.

Customer value tools

Acquiring customers is expensive. These tools help you keep them longer and grow their accounts so your acquisition costs actually pay off over time.

Marketing funnel tools

Traffic means nothing if it doesn't convert. These tools help you capture leads, nurture them automatically, and understand what's actually working in your funnel.

Hubspot configuration

HubSpot is powerful when configured properly and a mess when it's not. Set up your instance correctly from the start so your data stays clean and your team trusts the system.