Landing pages are a critical piece of any successful SaaS marketing strategy. But they aren’t the easiest to create. Not only do they have to fit seamlessly into your marketing funnel, but they also need to convince leads to give you valuable pieces of information.
In this post, we’ll explore the ins-and-outs of SaaS landing pages and give you a live example you can add to your own swipe file. Let’s get started.
What is a SaaS Landing Page?
Not unlike a website, a landing page is designed to help convert new visitors into leads. But landing pages approach this task in a unique way.
Rather than providing lots of different pathways for your site visitors to take (via navigational bars and CTAs) the way a website might, landing pages operate with a single purpose in mind: convince people to give you their contact information, so you can nurture them into a paying customer.
In other words, they host a form for your site visitors to fill out and include supplementary copy, design elements, and free incentives to convince those visitors to enter their email addresses.
Where Do Landing Pages Fit in a SaaS Marketing Strategy?
Landing pages aren’t connected directly to your website. They’re loner pages designed to act as the landing zone for people who respond positively to a campaign that you run through social media, email, or Google ads.
In some instances, they offer useful content like eBooks, courses, webinars, or demos that the original ads promised. In others, they encourage leads to sign up for a free trial or subscription with their email address. But in any case, they make it easy for SaaS businesses to pull more visitors into their funnel from external channels and drive conversions.
What Makes a SaaS Landing Page Great?
While loads of SaaS businesses create landing pages, not all know how to optimize them for conversion. So what sets the good SaaS landing pages apart from the mediocre (and bad) ones? Here are 4 things:
Singular Focus: Since the point of a landing page is to encourage a single behavior, the best landing pages will keep everything focused around that one action.
- There will be one type of CTA (i.e. “download now” or “try for free”)
- There will be no navigational bar, so visitors aren’t tempted to leave the page for another piece of information
- Microcopy under the CTA designed to put any lingering concerns to rest
Logical Flow: Whenever you create copy to market your SaaS product, you need to create a compelling argument for your customers to follow. And it needs to be clear and logical. Otherwise, your offer can lose its punch. Logical flow looks slightly different from business to business, but typically looks like this, with some social proof sprinkled throughout:
- Value prop + CTA
- Features (sometimes combined with benefits)
Clean Design: Besides the minimalist structure of the page, great landing pages are also minimal in their design. They incorporate lots of white space, use clean images and graphics to enhance the message, and use light amounts of contrast to keep the visitor focused on the reason they clicked-through in the first place.
Compelling Copy: From headers to call-to-action buttons, landing pages also need to have powerful copy. They need to get to the point quickly and be persuasive at the same time. One of the best (and most popular) ways SaaS businesses do this is by creating benefit-driven content throughout the page.
A SaaS Landing Page Example to Get You Thinking
All that being said, let’s take a look at an example of a solid SaaS landing page to help you visualize these best practices in action.
Since they’re the leader in inbound marketing, it should come as no surprise that Hubspot knows how to create a stellar landing page. And this one is no exception.
The value prop is clear and positions Hubspot as a great solution to a pain point most businesses have. And the CTA gives visitors an easy next step, as a short form pops up when you click the button. Below, Hubspot follows with the problem, benefits, features, and social proof, which is designed to persuade readers to click the “Get a Demo” button at the bottom.
Visually, the page is also very simple. There’s no navigational bar, the page is full of white space, and any graphics included are directly tied to the goal at hand. There are additional links in the benefits section, which could arguably detract from the primary goal. However, they also provide an easier action for less committed visitors to take. And since they’re linked text rather than buttons, they’re minimally distracting.
Want to see this landing page in action? Check it out here.
Ultimately, landing pages are a critical part of any SaaS marketing strategy, because they provide a more targeted experience for visitors. Luckily, with the right framework in place, you can create a high-quality landing page of your own.