Should you gate content — that is, keep white papers, case studies, or e-books behind a form that becomes the gate-keeper for allowing users access? (Or — just as often — for denying users access to the content, because they refuse to complete the form.)

Most people detest such lead-generation forms, especially when they ask nosey questions that are irrelevant to the task at hand. Long, drawn-out forms are a sure way to scare people away. Yet, traditional websites have relied on heavy forms to find and convert leads, even at the high risk of losing potential customers. Gated content is particularly common on B2B sites.

There are situations, however, when people are more likely to fill in such forms. Mapping content to the user’s journey will help you determine whether or not to gate content on a case by case basis. The type of content as well as the implementation of the actual “gate” also affect the users’ willingness to go past the gate and fill in the lead-generation form.

When Not to Gate

Content such as articles and blog posts should not be gated if your main goal is to establish stronger thought leadership, increase site traffic, and improve SEO. Search engines usually can’t see content behind gates, so it’s best to keep content within view if you want to make it findable.

Additionally, content that is meant to increase awareness or answer fundamental product questions should remain ungated as well. Early in the buying cycle, people need to understand what the thing does and how it benefits them.

Gating content prematurely creates tension and distrust. Many organizations make the mistake of placing items such as case studies, FAQs, and product specifications behind gates. These content assets don’t usually belong behind gates.

People in the initial stages of the buying cycle have lower commitment and a higher propensity to abandon forms than people in later stages. At low-commitment stages, one way to shine is to immediately appear transparent and courteous. This is your chance to initiate the conversation and make a good first impression. If users perceive value, they will be more inclined to move the relationship forward and provide you with their personal details later .

When to Gate

People are more willing to risk offering their personal information when they perceive your content as valuable and unique. Sometimes it’s appropriate to gate high-value content in resources such as research papers, webinars, and training videos. The challenge for organizations is to determine what content visitors consider valuable enough to be worth their personal information.

Site visitors are most apt to complete forms when they can’t get the information elsewhere and when the purchase intent is high. People do expect to have to answer a few questions in exchange for free trials, quotes, downloads, webinars, and consultation requests.

If you decide to gate content, make sure you:

  1. Provide a reasonable level of content outside of the gate to demonstrate the value of your offering. Prove your worth before asking for something in return. Use the reciprocity principle to motivate engagement. Placing the gate within the content could be a viable option. For example, give people a list of tips but save the most critical ones for after the reader completes the form.
  2. Balance SEO with lead generation. Keep in mind, locking your best content behind gates will significantly diminish your search rankings. It’s no good to have great content if no one discovers it. Landing pages and gateway pages can improve SEO and increase user engagement by reassuring users that they are in the right place and by setting proper expectations.
  3. Find the right moment in the workflow to gate content. Do it when people are ready to have a conversation with you about your services. Determine where users are in the sales funnel and tailor your communication to the buyer’s state and commitment level.
  4. Keep the questions short and targeted. Studies show that shorter forms have higher conversion rates. Only ask for essential information that you can use now and leave out questions that merely satisfy some vague curiosity: every time you cut a question from the gating form, you’ll get more responses to the remaining questions.
    A single question (such as a request for an email address) is low risk for users and appropriate especially during the initial phases. The less work required to access content, the more willing people are to exchange information.
  5. Consider employing progressive profiling to nurture the relationship. Rather than asking people to complete a long and tedious profile form, collect information about each prospect over time, by asking different questions that are customized to the situation and buyer’s intent.
  6. Make sure you have stellar content behind gates. Users are more willing to give personal information when they trust the content quality. Your challenge is to find out what content people value and to make it consistently remarkable.
  7. Ensure that people understand the value of your content before having to pass through the gate. If users have downloaded some of your gated content before, then their level of satisfaction on that earlier occasion will dictate whether they’ll try to do it again. For new users, you must work harder to increase their comfort. Providing a clear summary or list of benefits could lower their resistance to completing the form.
  8. Protect the user’s inbox. Once people trust you with their email address, use it respectfully. Continue to nurture the relationship by providing people with information they need, not with what you want them to need.

Conclusion

Not all content must be gated and not all gated content must be annoying. When done well, gating information can benefit both prospects and businesses. The key for successful gating is to understand customers' intent and to have high quality content for which people are willing to trade their personal information.