SaaS Landing Page Structure Best Practices

Every SaaS website looks different. Usually, there’s more than one way to structure your landing page to resonate with users and encourage them to purchase. Discovering best practices for creating high-converting SaaS web pages can transform your online presence into an engine for growth.

In the first part, this blog post provides essential criteria for designing an excellent SaaS landing page and actionable tips and tricks. Then, it gives a concrete suggestion about the SaaS landing page structure by providing a template.

Understand Your Audience and What They’re Looking For

Defining your target audience is essential in creating your SaaS business website and landing pages. Your product will stand out when you craft content that speaks directly to your audience’s heart. You’ve got only a few seconds to capture viewers’ attention. So provide key information immediately to ensure potential customers’ interest in your offer.
Taking the time to figure out what potential customers need and presenting that information on your website will provide success for your SaaS product.

How to define your target audience

Use Relevant Keywords for Your SaaS Landing Page

When creating a SaaS landing page, it’s essential to use relevant keywords recognized within the industry. The right keywords present your product correctly and accurately, making prospective customers comprehend your offer immediately. Relevant keywords also enhance your website’s visibility in search engine results pages (SERPs).

How to identify and apply relevant keywords

1. Knowing your target audience, start with assumptions about the potential customers’ search queries. You may base it on your industry knowledge, customer feedback, or previous keyword research.
2. Use specific tools like Google Keyword Planner, SEMrush, Ahrefs, and Moz. As you upload your initial list of search queries, you can check which exact keywords and how frequently internet users look for them.
3. Once you have a list of keywords, categorize them based on their intent. There are several types of keywords, such as:

• Transactional keywords indicate that the searcher is ready to make a purchase. Examples would be “buy software” or “subscribe to SaaS.”
• Branded ones include your brand name or product names, for example, “Microsoft Office” or “Adobe Photoshop.”
• Informational keywords are used when seeking information about a particular topic. Examples include “what is SaaS?” or “how to use Microsoft Word?”
• Question keywords became more frequently used with voice searches’ popularity growth. Examples include “how can I improve my productivity?” or “what are the benefits of SaaS?”

After identifying and categorizing relevant keywords, you should utilize them strategically on your landing pages. This includes using them in headlines, subheadings, meta descriptions, and content wherever appropriate. Try to use the exact wording and collocations. However, avoid keyword stuffing, which can harm your website’s visibility in search results.

Include Suitable Visuals & Videos

Visuals and videos are great tools to share the story of your SaaS product. They allow prospects to get a comprehensive understanding of the features, tools, and capabilities you offer. Include relevant visuals like screenshots and feature illustrations for a favorable first impression, or embed videos with tutorials to give prospects an in-depth look at how your product works.

Create an Attractive Value Proposition

A clear and well-crafted value proposition is essential to any successful SaaS product. Your clients need to understand the unique benefit of your service and why it is better suited than that of competitors. In this way, you demonstrate your capability to meet their needs that resonate with business objectives and desired outcomes.

Develop a message that succinctly articulates the features and benefits of your offering, all while being mindful of how it fits into the current market. As a result, it will attract more users who recognize the actual worth of your product, making it a key component in achieving success.

Use Engaging Headlines & Subheadings

One of the essential things when describing your SaaS product on a landing page is to include engaging headlines and subheadings. Relevant, actionable, and pithy titles give readers a clear idea of what your product offers and how it benefits them. Powerful words in titles provide an immediate sense of the value and impact of your offer.

Include clear design elements that separate headlines, subheadings, body text, and call-to-action sections to create an adequate flow to your product description. Taking these steps ensures that potential customers or clients will understand why they should choose you over other offerings on the market.

Have a Clear Call-to-Action

Your landing page for a SaaS product should always include a straightforward CTA (call to action). It should be evident to visitors what they can do on your page. A great CTA will quickly capture their attention and prompt them to take the desired action. Make sure to use persuasive language, include visuals, and structure content in an easily digestible way.

Encourage someone visiting your landing page to learn more about your product offer and drive them into taking action – whether signing up for a trial or sending you a message with inquiries. The proper CTA is an essential element in converting visitors into customers!

SaaS Landing Page Structure Template

When creating a SaaS landing page, there is no one-size-fits-all formula. However, your page should include some essential blocks to maximize its effectiveness in converting visitors into customers. Below we outline the crucial SaaS landing page structure elements and offer guidance on placement. While the order of components may vary depending on your specific product and marketing strategy, one thing is sure: the hero stage should always go first.

Hero Stage

The hero stage (or section) is the top part of a landing page that usually takes up the most space and contains the most prominent and eye-catching elements. This is the first thing visitors see when they land on your SaaS page. Its purpose is to immediately capture their attention and encourage them to continue reading and exploring the rest of the page.

The hero section typically consists of several key elements, including

• a headline or title that communicates the main benefit or value proposition of the product or service,
• a supporting subheading or tagline that provides additional context or information, and
• a solid visual element such as an image or video to reinforce the message and capture visitors’ attention.

The hero section may include other features, such as a call to action button or a brief form to capture leads or encourage visitors to take a desired action.

There are at least three reasons to appreciate the importance of the hero section for a SaaS website.

1. It sets the tone for the rest of the page and determines whether visitors continue engaging with the content or bounce away from it.
2. A substantial hero section communicates the product or service’s value.
3. It entices visitors to maintain interest, keep exploring and stay on the page.

Therefore, it’s crucial for SaaS businesses to carefully craft and optimize their hero section to maximize the effectiveness of landing pages.

Benefits and Advantages

The “Benefits” and “Advantages” sections are essential for a SaaS landing page. This is because they convey the product’s value to potential customers. However, there is a subtle difference between the two.

The Benefits section highlights the positive outcomes or results that the customer can expect to achieve using the product. For example, project management software benefits include

• “Increase team productivity,”
• “Streamline project management,” and
• “Reduce errors and delays.”

On the other hand, the Advantages section typically focuses on the unique or standout features of the product and how they differentiate it from other similar products in the market. Examples of software advantages include things like

• “Customizable dashboard,”
• “Integrated time tracking,” and
• “Automated reporting.”

Also, the advantages section helps emphasize the product’s unique selling points and show potential customers why it is a better choice than competing products.

In terms of structure, the benefits and advantages sections should be placed prominently on the landing page, ideally near the top, to capture the visitor’s attention early on. They can appear in various formats, including bullet points, icons, images, or videos. The key is to make the information easy to digest and visually appealing.

Features

A features section on a SaaS landing page explains to potential customers the functionality and specifics of your software.

How to design a compelling features section?

1. Prioritize your product’s features from the most demanded to the less important ones.
2. Make it clear and short.
3. Use visualization (images, screenshots).
4. Organize your features into categories if the number of items is large.

Trust Points

Trust elements such as client logos, testimonials, and case studies provide social proof that your brand and product are authentic and have some history. The essential purpose is to show that your target group representatives already use your SaaS and are satisfied with the result.

Here are some suggestions to properly showcase trust elements on your SaaS landing page:

• Client’s logos. The best option is to use well-known and reputable companies relevant to your target audience. Provide links to their websites as well. Ensure you have the customer’s permission to place their logo on your website.
• Testimonials. Ask your customer to provide a few words of feedback on what they like about your product upon their permission. Also, you may record interviews and publish them on your website. Include the customer’s name, job title, and company.
• Case studies. Showcase how your product has helped other customers achieve their goals. Be sure to include the solved pain points and specific metrics or results to help potential customers understand the practical value of your product.
• Visual. Remember to include photos, images, schemes, or histograms. Besides grabbing visitors’ attention and increasing engagement, they prove your product’s authenticity and verismo.

Place trust elements strategically throughout your landing page to keep visitors’ attention as they scroll down. For example, you might place client logos near the top of the page, customer testimonials in the middle, and case studies towards the bottom.

CTA and Request Form

To encourage website visitors to take action and convert into leads or customers, make a CTA button easily accessible on your SaaS landing page. The optimal placement for your CTA button will depend on your unique product, target audience, and marketing approach. By conducting A/B testing, you can determine its most effective location.

Here are some best practices to consider:

• Header. Typically positioned on the right side, the header is an excellent location for your CTA button as a part of the main menu. A sticky header ensures the CTA button’s visibility and accessibility to users navigating the page.
• The hero section is a prominent location above the fold where users can see it without scrolling. You may include a request form also, making it an excellent option for a dedicated landing page where users can complete all actions in one place.
• Near product benefits. Placing the CTA button near the benefits or features section makes users click on it, as they are enticed by the opportunities and ready to learn more.
• End of page. You can also place the CTA button or request form at the bottom. If the user has enough interest to read through all the information and scroll down to the end, they will likely request details and try the product.

SEO Text and FAQ

To meet Google’s requirements for page optimization, SEO specialists often incorporate a section of plain text to the webpage – typically distributed throughout the page or placed at the bottom before the footer. This area may include informational data and plainspoken claims about potential outcomes and general benefits associated with your product. It is best if this block comes in two or three parts, so it does not become overly dense.

Additionally, you can design a frequently asked questions (FAQ) section. Format it using structured data to potentially appear on search engine result pages as “rich snippets,” allowing websites to stand out from competitors more readily.

Conclusion

Designing a remarkable landing page for your SaaS business requires careful consideration and planning to meet the needs of your target audience. From defining your buyer personas to using relevant keywords, including engaging headlines and subheadings, and showcasing clear value propositions, there are many vital elements to consider. In addition, appropriate visuals and videos can better communicate the features and benefits of your product.

As a startup marketing company, we can help you navigate this complex process and create high-converting landing pages that drive growth and revenue for your business. Feel free to contact us if you’re overwhelmed or don’t have time to develop your SaaS landing pages. Our team of experts can guide you through every step of the process, helping you achieve the best results possible.

Contact us today to learn more.