SaaS & Landing Pages

The modern digital economy is built on the back of SaaS, and one of its cornerstones is landing pages. The SaaS landing page is the first touch point in-between a user’s problem and its technical solution. Unlike general websites which aim for a broad engagement with the content, a SaaS landing page is a precision tool designed for one purpose: conversion. Pages that are designed to convert visitors into trial users, for example, must strike a balance between compeling expository copy and functional clarity.

Succesful SaaS landing pages give precedence of the value proposition above the fold, meaning they immediately answer what their product does and why it holds significance to this specific persona. This is commonly proceeded by social proof – something like logos of customers or user case studies – in order to create trust in a “product” that, for many people and businesses in the target market, would otherwise feel amorphous or nebulous. Good images, like UI shots or walk-through videos, can also ground the product by visualizing it being used. That lowers the “friction of the unknown,” which is frequently what holds a user back from just trying out a new tool.

Furthermore, technical optimization is non-negotiable. Since SaaS products by nature are digital, a mobile landing page that takes forever to load or isn’t well designed makes your visitor think you don’t know how to “internet”. Strategically these pages are often the end point in a targeted ad campaign, therefore it is important to ensure tight alignment between the ad copy and the page content. With the good messaging, using psychology triggers and high performing designs, a SaaS landing page turns passive traffic into scalable repeat revenue.