Your paid ads aren’t broken. Your homepage is.
The decrease in leads is not due to your ad activity. Are you investigating beyond your ads to get to the root cause?
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I heard the same question from a B2B founder that I worked with when leads were down.
“Have you changed anything with paid?”
I had a mini mental panic before checking the Google Ads accounts.
The last thing I want is for the ads to be the reason we missed the MRR target.
I opened the Google Ads tab and started reviewing each campaign.
I found no issues in the account that would have caused a decrease in lead volume.
The knots in my stomach started to loosen.
I excitedly shared my findings on the Slack marketing channel. No one responded.
The ads aren’t always the problem.
It’s where you’re sending the ads to.
The ads are working. It’s the landing page.
Most B2B SaaS landing pages I’ve reviewed:
1. Ignoring the ICP
When the prospect reaches your landing page, they must believe that your product is for them and can solve their problem.
Use messaging to target the ICP and their needs.
Below is an example from Clay. They name their ICP in the headline and share a promise in the subheading.
2. Leading with features.
Speak the prospect’s language by leading with the benefits, followed by the features underneath.
Sell what the product makes possible, not the actual product.
For example, Ramp uses the headline on the homepage to display the benefits:
3. Excluding social proof
Social proof should sit above the fold.
If other people have used your product and shared their experience, then it would be easier for prospects to trust you.
For example, Vanta shows social proof on the homepage:
Here are 2 questions to ask yourself this week:
If a visitor reads only your H1, do they know what you sell, who it’s for, and why it matters today? If that’s a no then there’s a message match failure
Do you share any feedback from customers above the fold? If you answered no then you’re missing out on providing social proof.
If you answered no to any of these questions, book a strategy call where we dive into your landing page and share how to make it ad ready.
Book Now - calendly.com/launchlanedigital/strategy
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An audience first marketing newsletter, helping B2B companies lead with their audience rather than the marketing platform.
Great article Jess! An optimised homepage is important as people spend a few seconds there! It’s literally make or break. You can have all the adds in the world but if your homepage doesn’t speak to your icp your wasting money! Thanks for the insights! Found the examples helpful 🙂