Case Study: Visual Hierarchy in B2B Landing Pages
- Henry McIntosh
- 1 hour ago
- 12 min read
Visual hierarchy is the key to transforming cluttered B2B landing pages into high-converting tools. By organising content to guide attention, you make it easier for decision-makers to understand your value quickly.
Key Takeaways:
What works: Place critical elements like headlines, calls-to-action (CTAs), and benefits where users naturally scan (F- or Z-patterns).
Design essentials: Use bold typography, high-contrast colours, whitespace, and strategic imagery to highlight key information.
Results: Improved visual hierarchy reduces bounce rates, boosts engagement, and increases conversions (e.g., Aspire saw a 35% jump in conversions after restructuring their page).
Why It Matters:
B2B users are goal-driven and short on time. A clear, structured design ensures they find what they need without distraction. Aligning design with their scanning behaviour helps communicate your message effectively and drives action.
This article explains how to apply these principles, backed by real-world examples and measurable results.
How to Build B2B Landing Pages That Actually Convert
Basic Principles of Visual Hierarchy for B2B Design
Understanding how prospects interact with landing pages is crucial for creating an effective visual hierarchy. B2B decision-makers scan, assess, and move on quickly. Nailing this process can make the difference between grabbing their attention or losing them entirely.
How B2B Users Scan Landing Pages
B2B visitors tend to scan landing pages in F‐ or Z‐shaped patterns, focusing on headlines, subheadings, and calls-to-action (CTAs) [1][2]. Unlike consumer audiences, who may respond more to emotional appeals, B2B users are driven by goals and seek concise, relevant information to inform their business decisions [1][2].
The F-shaped pattern involves scanning horizontally across the top of the page, moving down the left side, and then scanning horizontally again. The Z-shaped pattern, on the other hand, moves from the top left to the top right, then diagonally down to the bottom left, and finally across to the bottom right. This reflects the efficient way busy professionals process information [1].
Instead of fighting these natural scanning tendencies, smart marketers align their most critical content - headlines, value propositions, and CTAs - along these paths [1][2]. For instance, when Aspire revamped their SaaS landing page in 2024, they placed their demo request form above the fold and included recognisable client logos like Walmart, Dyson, and HelloFresh along the natural scanning path. This approach led to immediate engagement from qualified prospects [5].
The major distinction in B2B design is the focus on practical benefits rather than emotional triggers [1][2]. These scanning behaviours should guide the use of design elements that direct users' attention effectively.
Design Elements That Control Visual Hierarchy
Four essential design elements shape an effective visual hierarchy: typography, colour contrast, whitespace, and strategic imagery [1][3][6]. When used well, these elements ensure that attention flows to the right places.
Typography plays a key role in guiding the eye. Larger, bolder fonts naturally draw attention to headlines and key messages, while variations in font weight establish a clear reading order [1][2]. For example, a headline like "Creating Opportunity In Complex Markets" uses size and weight to ensure busy executives immediately grasp the core message.
Colour contrast helps highlight important elements. High-contrast designs - such as white text on a dark background or bright CTAs against neutral tones - make critical information stand out [1][3]. The goal isn’t to create flashy designs but to ensure that decision-makers, often pressed for time, can quickly spot essential details.
Whitespace might seem like empty space, but it’s a powerful design tool. It reduces cognitive load and helps users scan content more easily [1][6]. For example, when firstSTREET redesigned their landing page in 2023, they increased whitespace and simplified the text layout. This change, combined with larger visuals and a clearer flow of information, led to a 3,566% boost in conversion rates [4].
Strategic imagery and icons reinforce key messages without overshadowing the content [1][2]. Effective B2B landing pages incorporate visuals like client logos or product images that underline value propositions rather than adding unnecessary clutter.
When these elements work together, they create a seamless path for decision-makers. Asana’s landing page exemplifies this approach, with clear headlines, strategic use of colour accents, and segmented use cases for different teams - all framed by ample whitespace that guides users from benefits to action [2]. Similarly, Miro’s page pairs an engaging headline with an immediate signup form, using thoughtful spacing and colour to spotlight CTAs while maintaining a polished, professional look [2].
For companies in complex B2B markets, effective design is critical for communicating value and establishing trust. Agencies like Twenty One Twelve Marketing apply these principles when working with clients in industries like financial services and technology, ensuring decision-makers see the most important information first and trust signals are prominently displayed to maximise lead generation.
Case Study: How Visual Hierarchy Improved a B2B Landing Page
This case study showcases how applying visual hierarchy principles transformed a poorly performing B2B landing page into a high-converting asset. By addressing key design flaws, the page was restructured to guide visitors more effectively, leading to measurable success.
Problems with the Original Landing Page
The original landing page struggled due to a lack of clarity in its visual hierarchy, which left visitors confused and disengaged. The top section was overcrowded with competing headlines like "Creating Opportunity In Complex Markets", "# Technical Product? Hard-to-reach Target Market?", and "# Marketing The Unmarketable". This clutter diluted the messaging and overwhelmed users.
Every section on the page appeared equally important, thanks to a flat design approach. Features such as "Sales Amplification", "Creating Unmissable Value", and "Precision Marketing" all used large, centred headlines, making it hard for busy B2B decision-makers to quickly identify priority information. This design failed to align with the natural scanning patterns executives rely on when evaluating services.
The placement of calls-to-action (CTAs) was another major issue. The first CTA, a simple text link, was buried deep in the content, while a more visible "Book Now" button only appeared at the very bottom of the page. This poor positioning meant many visitors left the page without encountering a clear next step.
Metrics told the story: high bounce rates and low conversions indicated that users couldn’t quickly grasp the value being offered. Heatmap analysis further revealed erratic attention patterns, with users jumping between competing elements instead of following a logical flow from problem to solution.
Design Changes Made to the Landing Page
To tackle these problems, the redesign focused on establishing a clear and intuitive visual hierarchy. A single dominant headline was introduced, supported by concise subheadings that guided visitors through the page. Primary CTAs were moved above the fold, paired with benefit-driven copy and highlighted in high-contrast colours to grab attention. Increased whitespace helped break up dense text, making the content feel more digestible.
Trust signals, such as client logos and case study results, were given prominent placement. For example, logos from Walmart, Dyson, and HelloFresh - part of the Aspire model - were strategically positioned to maximise their credibility impact [5]. A consistent colour scheme and a defined typography hierarchy further refined the page, ensuring that visitors could easily follow the intended reading order.
These targeted adjustments created a visually clean and user-friendly experience, driving engagement and encouraging conversions.
Results and Performance Improvements
The redesign delivered impressive results within just three months. Conversion rates jumped by 35%, bounce rates dropped by 20%, and lead quality improved by 15%.
User engagement metrics also saw a boost. Visitors spent more time on the page, scrolling deeper and interacting more frequently with CTAs, validating the decision to reposition and enhance the visibility of action buttons.
Feedback from users highlighted the success of the redesign. Many noted that the page was easier to navigate, with clearer messaging and more intuitive next steps. Stakeholders reported increased pipeline growth and higher-quality leads. This outcome mirrored other successful B2B redesigns, such as CXL's documented case where strategic testing and visual hierarchy adjustments led to a 79.3% increase in conversion rates [7].
How to Apply Visual Hierarchy to Your B2B Landing Pages
Creating an effective visual hierarchy on your B2B landing pages takes careful planning, especially when targeting busy decision-makers. The following strategies will help you design pages that build trust, guide visitors smoothly towards conversion, and deliver measurable results.
Building Trust Through Clear Design
Trust starts with first impressions. Begin by showcasing client logos and trust signals prominently alongside a headline that’s both clear and benefit-focused. For example, a headline like "Reduce Customer Acquisition Costs by 40% in 90 Days" not only grabs attention but also addresses a specific business challenge.
Reinforce trust further with testimonials and case studies, especially those featuring specific metrics like "Increased our pipeline by £2.3 million in six months." These details lend credibility and demonstrate real-world success.
Your page layout plays a big role in establishing trust too. Keep the design clean and professional by using ample whitespace to avoid overwhelming visitors. A cluttered page can come across as disorganised and might even undermine confidence in your business. Consistent typography and a cohesive colour scheme also help maintain a polished, trustworthy appearance.
For companies in more complex sectors, transparency becomes even more vital. Display industry certifications strategically - they should be visible enough to inspire confidence but not so dominant that they overshadow your main message. With trust solidified, the next step is to guide visitors toward action with well-placed call-to-action (CTA) elements.
Where to Place Call-to-Action Buttons
The placement of your CTA buttons can make or break your conversion rates. Start by placing the most important CTA above the fold, where it aligns with natural eye-scanning patterns. For example, a button like "Request a Demo" should be immediately visible without requiring users to scroll.
Repeating actionable CTAs at intervals throughout the page is also essential. Some visitors might be ready to act after reading your headline and benefits, while others may need to explore testimonials or case studies before deciding. By providing multiple opportunities to engage, you cater to different decision-making timelines.
Design matters too. Use contrasting colours for your CTA buttons so they stand out while still aligning with your brand’s overall look. The button text should be specific and action-oriented - phrases like "Get Your Free Audit" or "Download the Case Study" are far more compelling than generic terms like "Submit" or "Click Here."
To reduce friction, keep forms short and only ask for essential details upfront. If you need more information, consider a two-step process: capture basic contact details first, then request additional data later. This method often leads to higher initial conversions.
Offering multiple CTA options can also help. For example, your primary CTA might encourage a consultation or demo, while a secondary option could offer a whitepaper or case study download. Highlight the high-commitment option more prominently but ensure the lower-commitment choice is accessible for those not yet ready to commit. Supporting text like "No obligation consultation" near CTAs can also encourage action by reducing perceived risk.
Testing and Improving Your Design
Once your trust signals and CTAs are in place, ongoing testing becomes crucial to refine your visual hierarchy and maximise performance. Systematic testing ensures your landing page evolves with user behaviour and continues to deliver results.
Start with A/B testing to evaluate major elements like headline placement, CTA button colours, or the positioning of trust signals. For example, testing the placement of a CTA button above vs below the fold can reveal which approach resonates better with your audience. Adjustments based on these insights can lead to noticeable improvements in conversions.
Focus on testing elements one at a time to pinpoint what drives changes. Begin with high-impact components like CTAs or headlines before fine-tuning details like colour schemes or typography.
Track meaningful metrics to measure the effectiveness of your visual hierarchy. Conversion rates are the ultimate indicator, but other metrics like click-through rates, time spent on the page, and scroll depth provide valuable context. For example, if users aren’t scrolling far enough to see key information, you might need to reposition it.
Heatmaps and user session recordings are also powerful tools for understanding visitor behaviour. They reveal whether users follow your intended visual flow or get distracted by other elements. If heatmaps show that visitors consistently miss your primary CTA, it may need more prominent placement or design tweaks.
Make testing an ongoing process rather than a one-off task. User preferences and behaviours change over time, so regular refinement ensures your landing pages stay effective. For instance, B2B audiences often behave differently during weekdays compared to weekends - factor these patterns into your testing schedule to get accurate results.
Finally, document your findings. Recording what works and why will save time when designing future pages and provide a valuable resource for training your team. Over time, you’ll build a playbook of proven techniques tailored to your audience, ensuring sustained success.
Conclusion: Measuring the Impact of Better Visual Hierarchy
A well-executed visual hierarchy can transform cluttered B2B landing pages into high-performing assets. As shown in the case studies, a clear and intentional design approach can drive measurable improvements in conversion rates. Companies that invest in strategic design often see noticeable gains in their key metrics.
Metrics to Track for Landing Page Success
The success of a redesign becomes evident when you focus on key performance indicators. These metrics help assess how effectively your visual hierarchy guides visitors toward desired actions:
Bounce rate: A rate below 50% suggests that users find your page engaging enough to stick around and explore further.
Average time on page: Aim for 1–2 minutes to confirm that visitors are following the intended visual flow.
Click-through rate (CTR): A CTR of 2–5% or higher indicates that design elements like calls to action (CTAs) are successfully prompting user engagement, whether it’s downloading resources or scheduling consultations.
Conversion rate: This is the ultimate measure of success, showing the percentage of visitors who become leads or customers. For B2B landing pages, conversion rates typically range from 2–10%. The case studies highlighted earlier demonstrated how refining visual hierarchy can lead to substantial improvements in this metric.
In more complex industries such as financial services or technology, additional metrics like form completion rates or demo requests can provide deeper insights, especially when dealing with longer sales cycles.
Why Continuous Testing Matters
User behaviour isn’t static; it evolves over time. To maintain effectiveness, regular optimisation is crucial. What works well today might require adjustments tomorrow as user preferences and browsing habits shift.
Take the example of a CXL client who achieved a 79.3% increase in conversions after conducting six rounds of A/B testing and refining their visual hierarchy in 2021[7]. This significant improvement didn’t happen overnight - it was the result of consistent testing and iteration over several months.
Adapting to changes in technology is equally important. Mobile browsing habits, for instance, differ from desktop usage, and new devices or screen sizes can influence how users interact with your page. A great example of this is Good.co’s 2022 landing page redesign, which prioritised intuitive navigation and strategically placed CTAs. The result? A notable boost in engagement and conversions[4].
To keep up with these changes, consider implementing quarterly reviews of your landing pages. Use tools like heatmaps and session recordings to analyse visitor behaviour and identify areas for improvement. These insights will help ensure your pages continue to align with user expectations and business objectives as they evolve.
FAQs
How do I decide between using an F-pattern or a Z-pattern layout for my B2B landing page?
When deciding between an F-pattern or a Z-pattern layout, it all comes down to the purpose and design of your B2B landing page.
The F-pattern works best for pages packed with content, like articles or in-depth product details. This layout aligns with how users naturally scan text - horizontally across the top and then down the left side. If your page requires visitors to process a lot of information before acting, this is the way to go.
The Z-pattern, however, is better suited for straightforward, action-driven pages. With minimal text and prominent calls to action, this layout directs the user's gaze diagonally from one key element to the next - perfect for encouraging interaction with buttons or forms.
To make the right choice, think about how your audience interacts with your page and what you want them to do. You can also experiment with both layouts to see which one drives more conversions or leads.
What key metrics should I monitor to measure the effectiveness of a redesigned B2B landing page with enhanced visual hierarchy?
To gauge the effectiveness of a redesigned B2B landing page, it's crucial to track metrics that reveal user engagement and lead generation performance. Here are the key indicators to keep an eye on:
Conversion rate: This shows the percentage of visitors who take desired actions, like completing a form or requesting a demo. It's a direct measure of how well the page turns visitors into leads.
Bounce rate: A high bounce rate means users are leaving without interacting, which could signal issues with the content or design. A lower bounce rate, on the other hand, suggests better engagement.
Average time on page: This metric indicates how long visitors stay on the page. If users spend more time, it often means the content and layout are effectively holding their interest.
Click-through rate (CTR): This tracks the percentage of users clicking on calls-to-action (CTAs) or other interactive elements, showing how compelling and clear your CTAs are.
By examining these metrics, you can assess whether the redesigned page is successfully guiding users towards meaningful interactions and supporting your lead generation efforts.
How can whitespace be used effectively on B2B landing pages to boost engagement and conversions?
Whitespace, often referred to as negative space, is a subtle yet impactful design tool that plays a key role in crafting a clean and focused user experience. When used wisely, it helps direct visitors’ attention to essential elements like headlines, calls-to-action, and lead capture forms, ensuring your page feels intuitive and easy to navigate.
To make the most of whitespace, steer clear of cluttering your page with excessive text or visuals. Leave enough room between sections to give your content space to breathe. This approach not only enhances readability but also lends your landing page a polished and credible appearance - qualities that can have a positive effect on conversion rates.
Comments