Optimizing B2B Landing Pages is Easier than You Think

We’ve all been there: we created amazing B2B content and we’re ready to share it with our industry. We build a landing page, sit back, and wait for the leads to roll in.

Except, the leads don’t roll in. Your conversion rates are poor, and you start to dread your monthly and quarterly reports.

Instead of giving up on your content, make a plan to review, test, adapt, and keep testing your B2B landing page; chances are there are a few quick and easy edits you can make to optimize your results.

Of course, we’re all familiar with the most common tips for landing pages:

  • Break up content with bulleted lists
  • Focus on benefits instead of features
  • Use images and videos
  • Go easy on the color and font choices

There are, however, some basic concepts that get forgotten as marketing technology advances. Optimizing B2B landing pages is easier than you think, because at the heart of this marketing tactic is one mantra: keep it simple.

Stay Focused

Marketers understand the need to focus their content and landing pages, but often get pressure from executive management to include additional content that is unnecessary and distracting. There are a few times when a marketer needs to stand firmly, and this is one of those times. Here’s the thing about B2B landing pages: they are niche, and often times the content can be quite involved. Since you will already be explaining difficult content, you shouldn’t distract your leads with too much fluff and unnecessary content. Now this doesn’t mean your landing pages need to be bare bones – in fact we’ve found that in-depth content can improve pipelines – but the information that you do include should be pinpointed to the topic at hand. Remember: your goal is to collect their information, tag their interests, and then use that data to retarget them with relevant content.

Once you have your landing pay content dialed in, be sure not to forget your manners and add a simple “Thank You” page that will appear once a user has filled out the form.

Make it Easy

One of the fastest ways to crash and burn your conversion rates is to make your content difficult to access. People are feeling a stronger pull to protect their personal data, and they don’t want to waste time filling in lengthy forms with required fields. Include less fields on your forms, make your forms progressive, or, at the very least, use a mix of required and optional form fields to keep your lead from abandoning the process. Collect only what you need in order to follow up; additional information can be gathered during follow up. When your forms are long, they also take up a lot of space on your landing page. Keeping your forms short and focused allows you to use that space for more relevant page content that can help convert your leads.

Be Trustworthy

It’s one thing for a company to shout loudly that they are trustworthy, but it’s another thing for them to show that they are trustworthy. Haven’t we been told for generations that “actions speak louder than words?” One way to do this is to use testimonials about your content and your services. When you use testimonials, include company names and logos, as well as the name, title and even image of an actual person. This might be more difficult to get, but it is worth the work. Another way to show trustworthiness is by including a privacy policy notice on all landing pages. Companies that aren’t transparent about how they plan to use information will surely stand out, but for all the wrong reasons.

These easy tips are worth paying attention to because they work, but they just scratch the surface of B2B landing page optimization. The best way to get the most out of your landing pages is to embark on creating truly customized experiences for your leads. This next-level optimization is the most up-to-date, and most effective, tactic that digital marketers can use. Drop us a line if you aren’t sure how to get started, or need help revamping a low-performing B2B landing page! We specialize in translating today’s digital marketing techniques into actionable, lead-generating campaigns.

Paid Media Manager

Paid Media Manager

Digital Style is seeking an experienced Paid Media Manager to develop and run PPC campaigns on LinkedIn, AdWords, Facebook, Twitter, YouTube, display, and programmatic.

In this role, you should be well-versed in principles of paid media, SEM, SEO, and digital marketing. You should also be analytical and good with numbers.

Your goal will be to ensure and demonstrate to clients that our online marketing efforts have the highest possible return on investment.

We’re a small, cohesive team and an organization with tremendous opportunity to make your mark. If you’re passionate about what you do, a self-starter, and looking to make a difference, we’re looking for you.

Skills and abilities we are looking for:

  • Developing strategy, launching, and optimizing PPC campaigns
  • Monitoring budgets and overseeing search platform accounts
  • Tracking KPIs and producing useful reports for clients
  • Participate in developing and forming effective paid search and paid social strategies
  • Launch, optimize various PPC campaigns for multiple clients on multiple platforms (including, but not limited to: LinkedIn, AdWords, Facebook, Twitter, YouTube, display, and programmatic.)
  • Oversee accounts on search platforms (e.g. Google AdWords, Bing)
  • Be involved in keyword selection and audience targeting
  • Monitor budget and adjust bids to gain better ROI
  • Identify and track KPIs to assess performance and pinpoint issues
  • Produce reports and dashboards for clients on daily, weekly and monthly bases
  • Write attractive and concise copy for adverts
  • Suggest and develop new campaigns across multiple channels
  • Maintain partnerships with PPC ad platforms and vendors
  • Find ways to reduce risk of click fraud
  • Keep abreast of PPC and SEM trends


  • Proven experience as a PPC Manager or Digital Marketing Specialist
  • Experience in data analysis and reporting
  • Knowledge of SEM, SEO, and digital marketing concepts
  • Familiarity with multiple platforms (e.g. AdWords, Facebook, Bing, LinkedIn, etc.)
  • Working knowledge of analytics tools (Google Analytics, Tableau, WebTrends, SuperMetrics, Google Data Studio, etc.)
  • Understanding of HTML and XML is a plus
  • Proficient in MS Excel
  • Excellent communication skills
  • Analytical thinking with strong math skills
  • BSc/BA in Marketing, Digital Media or a related field
  • AdWords certification is a plus


It’s a great opportunity to make your mark and build your skills. And you’ll be working with a fun team who was named one of San Diego’s 2018 Best and Brightest Companies to Work For®! We also offer health/dental/vision insurance, a 401(k), flexible hours, paid sick and vacation, free lunch Fridays, fun employee events, an endless supply of healthy and not-so-healthy snacks, and weekly happy hours on our awesome deck overlooking the marina.

Does this sound like something you might be interested in? Drop us an email at careers@getdigitalstyle.com and provide a link to your resume. We look forward to hearing from you!

Featured Employee Of The Month: Graphic Designer, Madalyn Lee

Employee Feature Questionnaire

1.What was your very first job?

I was a receptionist at my martial arts school.

2. What degree(s) do you have, and from which institutes and fields of study?

Bachelor of Arts with an emphasis in Multimedia from San Diego State University

3. What do you think is one of the most significant changes that you’ve seen since you started working in your industry?

All the programs I use to design are constantly improving to make our lives easier. I also think that it has become really important to think about how you want a person seeing your piece of work to feel and apply it into your design, this can go for all types of media, print, web and video.

4. What excites you most about the digital marketing world?

What excites me the most is how trends are changing on a constant basis. It’s interesting to see what’s in or what no longer is. It keeps me on my toes to make sure I am aware with what type of styles are currently being used so I can try to apply them to my work.

5. What do you do when you are not at work?

Hang out with my family, work out, travel, napping, or yelping somewhere to eat.

6. Do you have any hobbies?

Photography, training in martial arts, trying out new restaurants, chasing sunsets, eating California burritos or tacos.

7. What thing(s) are you obsessed with?

Drinking boba, food, street art, shoes, calligraphy, photography

8. What’s one thing about yourself that would surprise people?

I’ve been training in martial arts for the 16 years now, and I don’t plan on stopping any time soon!

9. What’s the best advice you’ve ever received?

Love your family, work super hard, live your passion.

Mobile Video Advertising in a Mobile-First World

The year is 2018, and the desire for instant gratification is at an all-time high. With nearly three-quarters of the American population owning smartphones, it only makes sense for brands to focus their budgets and efforts on reaching their audiences through mobile devices. As marketers, it’s our job to dig into the mind of the consumer and give them what they really want. Understanding that there is a continuously increasing amount of content being consumed over mobile is key, and with technology companies racing towards conquering the ability to access endless luxuries at our disposal via mobile, there is no end in sight.

In 2016, mobile ad spending surpassed desktop ad spending. And by next year, nearly 70% of total digital ad spending will be on mobile devices, according to EMarketer. If your business isn’t yet prioritized for mobile-readiness, now is the time to put those efforts into actions.

Where to start?

If you’re going to advertise on mobile, think about what platforms mobile users are on. Facebook boasts more than 1 billion daily active users, while Twitter is currently at 320 million monthly active users. Instagram, which is owned by Facebook, is pulling about 400 million monthly active users, and Snapchat has over 100 million daily active users. With that said, these platforms are also prioritizing mobile display in their ad product offerings. For example, Facebook just launched its mobile-first video creation studio to offer advertisers the ability to add motion graphics to their static ads, and Twitter launched capabilities for advertisers to upload and distribute their own mobile video ads via promoted video.

Mobile Video Advertising Tips:

Keep your videos short and sweet: How long should my mobile video ads be? 6 seconds is key. When Champs Sports compared their 30 second and 6 second video ads, they showed a 271% increase in video completion rate, 11% increase in ad recall, and 12% increase in return on ad spend. Consumers are more likely to remember an ad that captured them right off the bat and drew their attention quickly. The difference in the ad recall shows the significance of clear and concise messaging that connects the brand to the consumer.

Think mobile-friendliness when shooting your video: A common issue that marketers run into is that their videos aren’t optimized to be running on all platforms. Make sure that when shooting a video for mobile, it’s being recorded at the proper specs to run on the platforms you’re going to be promoting them on:

Facebook video ad specs: Video dimensions:1280×720. Minimum width: 600px. Recommended video formats: .mp4, .mov. Maximum file size: 4GB.

Instagram video ad specs: Video dimensions: 600×600. Video max length: 60 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 4GB.

Twitter video ad specs: Video dimensions: 1280×720. Video max length: 140 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 512MB.

Snapchat video ad specs: Video dimensions: 1080×1920. Video max length: 10 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 32MB.

Make it all about the experience: Remember that mobile doesn’t always mean it’s just a different device. It’s a different experience too, and it’s the experience that you should be focusing on. Consumers are conditioned to use their mobile devices to discover new places, products, or events. Thinking about mobile-video advertising as experience-based with contextual placements is the better way to go.

Digital Style 2018 Award Recognition

As a creative digital agency, we take pride in the work we do for our clients. Each one of our projects are carefully crafted to represent our client’s brand identity, and properly using the website design for the best user experience. Sometimes, we win awards for them. Here’s a look at the recent award recognition we’ve received so far this year for our web design efforts:

The Hermes Creative Awards is an annual international competition for creative professionals, where projects are evaluated for over 200 categories in print media, pr/communications, and electronic/social/interactive media. The competition seeks submissions involved in concept, writing, and design of traditional material, and emerging technologies.

Our clients, Westcoat, Ausgar, and Reiter Burns looked to our creative digital agency to give their websites a fresh new look. For Westcoat, we redesigned their company’s website and added a material estimator feature for boosting user experience. Ausgar needed a rebranding which included a new logo and full website redesign, and for Reiter Burns we developed their branding and created a full website design. The following recognitions were awarded to Digital Style:

Hermes Creative Awards – Platinum | Westcoat | Web Design   

Hermes Creative Awards – Platinum | Ausgar | Web Design


Hermes Creative Awards – Gold | Reiter Burns | Web Design


The Communicator Awards presented by the Academy of Interactive & Visual Arts is the leading international awards program recognizing big ideas in marketing and communications. Founded over two decades ago, The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.

This year, we received recognition in the category of web design for our clients North U, and Ausgar. For North U, we did a full website redesign and integrated e-commerce capabilities. As for Ausgar, the team rebranded their look and completed a full website redesign.


Communicator Awards – Award of Distinction | North U | Web Design


Communicator Awards – Award of Excellence | Ausgar | Web Design


To learn more about how Digital Style can assist with your rebrand or website redesign, contact us here.