Episode 256 | The 10 Elements of Highly Effective SaaS Landing Pages
Link: Startups for the Rest of Us
Design it for first-time visitors
You want visitors to go down a very specific path you have outlined for them.
Customers who are coming to log in will find the login box. Don’t make it prominent.
For first -time visitors you are trying to educate them, get their interest piqued, and then get them to take the next step in the action.
You have to make an assumption that a visitor to your site knows absolutely nothing.
The number one goal of your website is not to get somebody to buy your app but to get somebody to come back to your website.
Returning visitors are between six and twenty times more likely to purchase from you. Very few people purchase on the first try.
Have a great headline
Make a promise in the headline. Then have an action verb. Then have a directly stated “you” or an implied “you”. So you talking directly to the person reading.
Have at least one visual element at the top of the page
Have the visual element either next to or below the headline.
If you use a video then it should be less than 90 seconds.
Provide a couple of benefits
List three benefits.
Stay grounded (with your benefits).
Don’t go so high level that it doesn’t make sense anymore. Don’t say “saves you time” or “makes you more money”.
You don’t want to overwhelm someone on your homepage with every piece of information you can possibly have.
This is not optional.
Testimonials from customers. With headshots if possible. Edit the testimonial down to just the core part.
Put a vanity metric in there.
Those are essential trust factors. You have to give people proof (to trust you).
Features that set you apart. “These are things nobody else has” or “These are what are customers like most”.
You have to be very specific.
On the website somewhere you need to have a features page.
Limit the number of links or buttons on the page
Limit the amount of things to do as a user reads through.
Put everything else in your footer
Have a sitemap in the footer.
Upfront you don’t need a sitemap but longer term, as your product gets bigger and bigger, you probably do.