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

Hubspot for managers

This playbook is for sales and marketing managers who need to monitor team performance, set goals, track progress, and forecast revenue. Learn how to use HubSpot's reporting and dashboard capabilities to understand what your team is doing, whether they're hitting targets, and where coaching is needed. By the end of this playbook, you'll have executive-level visibility into your team's performance without micromanaging individual activities.

Hubspot configuration

This playbook is for HubSpot administrators and account owners who are setting up a new HubSpot account or migrating from another platform.

LinkedIn advertising

Calculate lifetime value

Automation

Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.

Weekly scorecard

Set up and run the weekly 12-metric review across all four growth engines. Structure the meeting, assign ownership, use traffic lights, and escalate issues that need attention.