If you’re spending many thousands of dollars driving prospects to your SaaS website but are struggling to convert them – you’re not alone. We’ve all been there, and we all know how discouraging (and scary!) it can feel. If you’re experiencing this, your website’s landing page is most likely to blame.
Poor website conversion is typically a sign of a poor landing page. People have short attention spans, and most people’s decisions are greatly informed by their first impressions. The best SaaS landing pages are designed to make a great first impression, holding a prospects’ attention, addressing their concerns, and offering a solution all in a matter of seconds.
Sounds difficult, right? It’s not! Here are 5 tips for creating powerful, high-conversion landing pages:
1. Keep it simple, silly.
Popularized by KISSmetrics‘ Neil Patel, this witty phrase really says it all. A complicated landing page is a conversion-killer, plain and simple. Make your page’s theme a clear representation of the service and results you offer, and nothing more. Your prospects don’t want to hear your story, and they’re not interested in hearing about every single package you offer. They care about themselves and their story, and they only want to know how your service can benefit them.
Be concise, detailed, and enthusiastic. And of course, keep it simple, silly.
Regardless of company size, product or target customer, the landing page is often a user’s first contact with your brand. Even if not, it’s always the canonical representation of your brand and your company’s offering.– Ed Shelley
2. Sell results and solutions, not a product.
Every SaaS landing page needs a powerful headline that says everything your prospect wants to hear. If the landing page itself acts as the introduction to your product, the headline is the introduction to the introduction. Word economy really counts here because if you’re not drawing them in with every word, you’re losing them one word at a time. This is why it’s important to discuss the results you can deliver without getting bogged down in the details of your product. Use your headline to outline a prospect’s desired result, and use the subtext beneath to explain how they can achieve this result without their main objections.
If you can make it clear that prospects can get what they want exactly how they want it, your conversion rates will thank you.
People don’t buy because what you do is awesome. People buy because it makes them feel awesome.– Tara Gentile
3. Explain what the problem is costing them.
There’s nothing more attractive to a growing company than saving money. Heck, saving money is attractive to just about anyone! In SaaS, the most efficient, cost-effective solution wins. And it keeps on winning day after day, month after month, and every time your customers renew.
Use your landing page to explain how much money your product or service will save your prospects in the short-term, and how these savings will compound over time.
Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create raving fans.– Ken Blanchard
4. Video content is king.
Currently, global consumer Internet video traffic accounts for 80% of all consumer Internet traffic. A study done by
What does all of this mean? It means that if your landing page doesn’t contain video content, you’re losing a LOT of potential customers. This does not mean that your landing page should exclude carefully worded headlines and testimonials. But rather, the best SaaS landing pages include a powerful assortment of mixed media, and yours should too!
There is something about video marketing that helps it stay apart from the other online marketing tactics. When done correctly, all you need is one video marketing campaign to build up highly targeted traffic for a really long time.– Carey Lowe
5. Uniqueness is an asset.
Pedro Cortés of Cortés Design spoke extensively on this during his latest webinar. Cortés points out that because your company is unique to you, it can be dangerous to compare yourself to others who don’t have the same product or aren’t in the same market. Your value lies in your unique voice, and your unique approach. What has worked for others will most likely not work the same way for you, and basing decisions on the methods of others can be self-sabotaging.
You have to know what sets you apart, and you have to be able to clearly convey what that is through your landing page. Your value lies in the results you can offer, and the way that only you can offer them.
You can’t afford the cost of not explaining your product properly and attracting bad-fit customers as a result. Clearly define who you are, what you do, who you can help, and who you want to convert.
Opportunities don’t happen. You create them.– Chris Grosser
The most important thing to remember when designing your landing page is that buyers make their decisions based on pain. If you can make it clear that you can ease that pain, and you can do it in a way that meets their unqiue needs – you’ll convert frustrated prospects into happy customers within minutes. Start building your SaaS landing page today!