Insights, Marketing

How to Create a SaaS Landing Page That Sells

by Ryan James

From increased efficiency to enhanced connectivity, there’s no doubt that digital society has its perks for SaaS businesses across the globe.

However, with competition on the rise and attention spans becoming more limited, marketing tactics in almost every sector need to be more strategic than ever.

This is where a good landing page comes in. A great way to capture the attention of your target audience and guide them towards a specific action in a short space of time, the right landing page strategy can lead to an instant increase in conversions.

But getting a full landing page right every time isn’t always easy…

To help, our team of SaaS marketers is here to explore 5 key tactics to create a compelling landing page that not only grabs visitors’ attention, it also triggers action!

1. Place a Focus on Good Design

Your landing page’s design is more important than you think. As the first element visitors usually notice, it can significantly influence their perception of your SaaS product.

But why is a good landing page design so essential for making conversions?

Not only is it an opportunity to lay out the value of your SaaS product in a creative way, but it’s also a great way to showcase your understanding of user-friendly, visually appealing design.

• Design matters: In the world of SaaS, where a good user experience is essential, a well-designed landing page communicates professionalism and usability — something potential customers will be looking out for in a SaaS provider.
• Consistency is key: From brand colours to font choice, your landing page design should always be consistent with your brand identity. This will help reinforce the trustworthiness of your SaaS company and help you build a more effective online presence.
• Visuals enhance engagement: Design elements such as clear headings, contrasting colours, and strategically placed visuals are a great way to guide visitors’ attention to essential features and calls-to-action (CTAs).

Tip: Look out for SaaS landing page examples that you can present to your marketing team to showcase the type of designs you like. An experienced team will then be able to evaluate these pages and guide you through which aspects of this design are effective, and which elements could be improved for your brand.

2. Keep Your Copy Concise, But Make It Punchy!

In the SaaS world, where information needs to be informative but still concise, carefully crafted copy is your friend! Your landing page should aim to offer clarity, while also delivering essential information that helps visitors feel informed enough to take action.

To achieve this:

• Get to the point: The best-performing landing pages waste no time in presenting the core value proposition of the SaaS solution — but be clever about it, prospects shouldn’t feel like they’re being overloaded by sales copy either!
• Highlight benefits: Instead of listing features, focus on the immediate benefits users gain from your SaaS solution. You want to ensure they can connect their pain points to the solutions you’re offering.
• Enlist the help of professionals: Consider leveraging the expertise of a skilled content writing team to create compelling, error-free text that resonates with your audience.

Tip: Ineffective copy can be one of the biggest causes of bounce rates on your landing pages, so be sure to monitor these metrics. If necessary, create a detailed comparison table to track the performance of each page, and if something isn’t working, fix it!

3. Ensure Your Landing Pages Align With Branding

As mentioned earlier, landing pages that align with your brand identity are more effective in building trust amongst potential customers. If visitors encounter mixed messages across your channels, they may hesitate to emotionally commit to your brand — even if the value you’re offering comes at no cost.

This is why it’s essential to:

• Use familiar brand elements: Incorporate familiar brand elements, such as your logo and tagline, into your landing pages. These elements help create a more recognisable brand presence and reassure visitors they’re interacting with a trusted entity.
• Maintain consistency: Consistency in design, tone, and messaging across all touchpoints is crucial. Ensure that your landing pages integrate well with your website, emails, social media, and any other customer-facing materials by using cohesive colour schemes, fonts, and visual elements.
• Reinforce brand values: Your landing page should also reflect your brand’s core values and mission. For example, if your brand is known for innovation, ensure that your landing page design and content convey this. If you prioritise customer-centric solutions, make this evident in your messaging. This will help establish authenticity and trust.

4. Tailor Your Landing Pages for Specific Audiences

One of the greatest benefits of most landing pages is their capacity for high conversion rates with specific market segments. This is why when crafting your landing page strategy, it’s good for your SaaS company to identify exactly who you’re trying to target and create custom landing pages that speak directly to their unique challenges and goals.

We recommend starting with:

• Audience segmentation: Even if it means going back to basics in terms of your market research, we recommend dividing your target customers into distinct groups based on their unique needs and preferences. Tip: This will also serve you well for later campaigns and strategies!
• Personalised messaging: Customise your messaging and content to resonate with the specific pain points and aspirations of each audience segment. SaaS companies often overlook ‘the human touch’ in their marketing campaigns, so be sure to stand out from the crowd with messaging that strikes a chord.
• Adapt your Unique Selling Point (USP): Different aspects of your SaaS brand might appeal to different audiences. This is why it can be good to prioritise certain USPs to ensure your landing pages really hit home.

Tip: As part of your next landing page design, include a section with customer testimonials you’ve handpicked to appeal to your target audience. A good SaaS landing page highlights its success stories, but a great one highlights success stories that are directly relevant to the people reading it!

5. Ensure Your Landing Page Has Been Optimised For Seach Engines

Creating a fantastic landing page is only half the battle. To maximise its impact, it must be easily discoverable by your target audience.

This is where Search Engine Optimization (SEO) comes into play.

• Keyword research: Conduct thorough keyword research to identify relevant terms and phrases used by your target audience in search engines.
• On-page SEO: Optimise meta titles, meta descriptions, headers, and content to improve search engine rankings and visibility.
• Mobile optimisation: Ensure that your landing page is responsive and mobile-friendly, as this can impact both SEO rankings and user experience.
• Page speed: Optimise loading times to reduce bounce rates and enhance user satisfaction.

Partner with Rocket SaaS for landing page success

To create a killer SaaS landing page — sometimes what you need is some expert help!

As part of a wider marketing strategy for your SaaS business, our expert marketers can create the best SaaS landing page for your business and help you get more from your overall online presence.

To learn more about how our marketing services can transform your SaaS business and maintain a competitive edge, book a FREE marketing strategy call with a member of our team today.