Crafting a landing page that converts takes more than just slapping on a catchy headline and a shiny “Get Started” button. It’s a balance of skills and creativity by science and a whole lot of trial and error.
But sometimes, even with a solid SaaS product and a marketing strategy that’s bringing in traffic, only a few visitors are clicking your CTA. It’s frustrating, but the fix isn’t as complicated as you might think.
A successful landing page doesn’t need to be fancy – it needs to be effective. There are a few core elements that, when done right, can make a big difference in turning casual browsers into paying customers.
Through years of testing and tweaking, we’ve found that successful SaaS landing pages share six core elements. Get them right, and you’ll see a real uptick in conversions.
1. Meaningful Value Propositions and Product Selling Points
Your landing page’s header is prime real estate. It’s the first thing visitors see, and if it doesn’t immediately grab their attention, you risk losing them.
This is the perfect spot for placing your value proposition. It’s also a great chance to tell not what your product does but how it solves your customer’s problem. Your unique selling points should clearly communicate your product’s core benefits in a way that speaks directly to your audience’s needs.
Effective value propositions are concise, specific, and focused on outcomes. Instead of listing features, they emphasize the results those features deliver. The goal is to help visitors instantly understand why they should care about your product and how it can make their lives easier, better, or more efficient.
Best Practices for Crafting Effective Value Propositions
- Keep it clear and concise.
- Focus on benefits, not features.
- Use language your target audience understands and relates to.
- Remember that specificity sells. Vague promises like “Save time and money” won’t cut it.
- Instead, try something like “Cut meeting times by 50% and boost team productivity.”
A great real-world example of this tactic is DialMyCalls, a mass text messaging solution that caters to organizations needing to send bulk messages efficiently.
Their landing page opens with a clear, compelling value proposition: “Send text messages, calls, and emails to thousands with ease.”
In only a few words, they highlight the speed, simplicity, and broad functionality of their service.
Source: dialmycalls.com
This tells potential customers exactly what they can expect and how the product can solve their communication challenges – all without any fluff.
So, make sure to deliver a straightforward yet meaningful value proposition that speaks directly to your niche and your audience’s needs.
2. Informative Explainer Videos
Explainer videos are a powerful tool for SaaS landing pages because they deliver complex information in an engaging, digestible format.
With attention spans shrinking and visitors often skimming content, a well-made video can quickly grab attention and communicate your product’s value in seconds. In fact, 89% of consumers are hungry for more video content from brands in 2024, highlighting how much people rely on video content when making purchase decisions.
Videos are so effective because they combine visuals, audio, and storytelling to make information easier to understand and retain. Instead of reading through long blocks of text, viewers can see your product in action and understand how it works and why it’s valuable.
A good explainer video doesn’t just show what the product does but how it can solve your customer’s specific problem in a relatable way.
Best Practices for Crafting Informative Explainer Videos
- Keep them short (ideally 60-90 seconds).
- Start with the problem you’re solving, then introduce your solution.
- Use visuals that resonate with your target audience.
- Focus on the key benefits.
- Use clear, simple language.
- Make sure your videos are mobile-friendly and load quickly.
- Consider placing them prominently on your landing page for maximum visibility.
A great example of this is Bay Alarm Medical, a brand that offers medical alert solutions for seniors and those in need of emergency assistance.
Their landing page features an automatic, looping video in the background that shows real-life scenarios where their product helps customers receive immediate aid.
Source: bayalarmmedical.com
This visual storytelling reinforces the life-saving benefits of their service without overwhelming the visitor with text.
You too can use video to effectively communicate the value of your product in a way that’s both informative and emotionally impactful.
3. Balanced Product Descriptions
Product descriptions are essential in guiding potential customers through the decision-making process. A well-crafted description balances brevity with logic, providing enough detail to inform without overwhelming the reader.
The key is to focus on the most important features while explaining them in a way that feels natural and relevant to your audience. Instead of a long list of technical details, think about how each feature translates into benefits for the user.
This approach is effective because it makes your landing page easier to digest. Visitors don’t want to wade through walls of text. They want clear, concise explanations that help them quickly understand why your product is the right fit.
Balanced product descriptions use straightforward language and focus on how the product’s features solve real problems.
Best Practices for Crafting Balanced Product Descriptions
- Focus on benefits, not just features.
- Use bullet points or short paragraphs for easy scanning.
- Prioritize your top features – you don’t need to list everything.
- Always speak your audience’s language. If they’re tech-savvy, you can be more technical. If not, keep it simple.
- Avoid overloading your audience with jargon or unnecessary details. Instead, focus on what matters most to them.
A perfect example comes from Rosie, an AI answering solution designed to help businesses manage customer interactions.
On their landing page, Rosie uses a grid layout to present their key features, each accompanied by a short, punchy description. The descriptions are tailored to their target audience, explaining the features in a way that highlights how they enhance customer communication and improve efficiency.
Source: heyrosie.com
By keeping it simple and focused, Rosie’s landing page effectively communicates the value of their AI service without losing the reader’s attention.
4. Relatable Social Proof
Social proof is a powerful motivator when it comes to building trust and driving conversions. For instance, 74% of consumers say that positive reviews make them more likely to trust a business.
Seeing real people share their experiences helps potential customers feel more confident in their decisions.
Social proof works because it shifts the focus from a brand telling people how great they are to actual users showing how the product improved their lives or solved their problems.
For SaaS businesses, relatable social proof in the form of customer reviews, testimonials, or case studies can make all the difference. Instead of relying on generic claims, it shows the real-world impact of the product, making it more accessible and trustworthy. When potential customers see others like them getting results, they’re more likely to believe the product will work for them as well.
Best Practices for Showcasing Relatable Social Proof
- Be honest. Use genuine customer testimonials, not generic quotes.
- Include real names, photos, and company details when possible.
- Mix it up with different types of social proof (reviews, case studies, user numbers, or even logos of well-known clients).
- And most importantly, make sure the testimonials speak to your target audience’s pain points and goals.
Now, let’s look at a brand that’s crushing it with social proof: Aura, a repricing solution designed for Amazon sellers.
On their landing page, Aura features a section with detailed customer reviews. These reviews, written in the customers’ own words, highlight specific ways the software has improved their sales and profitability.
Source: goaura.com
Showcasing these authentic user experiences that address key benefits helps Aura to effectively build credibility and encourage trust among potential clients.
5. Generous Lead Magnets
People love free stuff, especially when it’s valuable. A lead magnet is like a tasty sample at the grocery store. It gives potential customers a taste of what you offer without asking for a big commitment upfront.
Lead magnets can be anything from free tools and ebooks to templates or checklists. What makes them so powerful is their ability to provide immediate value, creating a sense of goodwill while giving businesses a way to grow their email lists and nurture leads over time.
The effectiveness of this strategy lies in its win-win nature. Customers get a helpful resource without any upfront commitment, and brands get the chance to engage with them further through email marketing or other channels.
A well-designed lead magnet that’s relevant to your target audience not only builds trust but also demonstrates your product’s value in a practical, hands-on way.
Best Practices for Crafting Effective Lead Magnets
- Make sure your lead magnet is genuinely valuable.
- It should solve a real problem for your target audience.
- Keep it relevant to your product or service.
- Make it easy to consume – think checklists, short guides, or templates.
- Don’t forget to promote it prominently on your landing page.
Here’s how Userlist, a platform specializing in email marketing automation, nails this tactic.
They have a landing page that offers a selection of free email planning worksheets to help users organize and improve their email campaigns. By providing these worksheets in exchange for an email address, Userlist adds prospects to their email list while showing the value of their platform by addressing a specific pain point.
Source: userlist.com
This approach turns casual visitors into leads and builds a relationship based on immediate value.
6. Enticing CTAs
A well-crafted call-to-action (CTA) is one of the most important elements of any landing page.
Action-oriented language in CTAs can skyrocket conversions by an incredible 121% compared to CTAs that use passive language. This is because clear, direct CTAs tell visitors exactly what to do next, creating a sense of urgency and guiding them toward a specific action.
The right wording can make the difference between a visitor leaving your page or converting into a lead or customer.
Action-oriented CTAs are effective because they encourage visitors to engage right away. Phrases like “Get started,” “Try it free,” or “Download now” create momentum and make it clear what the visitor can expect. These CTAs are both actionable and benefit-driven, focusing on what the user gets in return. They also help eliminate hesitation by removing ambiguity and making the next step obvious.
Best Practices for Crafting Enticing CTAs
- Use action verbs that create excitement.
- Be specific about what users will get.
- Create a sense of urgency or exclusivity.
- Make your CTA button stand out visually.
- Avoid vague terms like “Click here” or “Submit” and instead focus on the outcome or benefit for the user.
- Don’t be afraid to get creative. “Sign up” is fine, but “Start your adventure” might be even better.
A brand that’s crushing it with CTAs is Bubble, a no-code app builder. Their landing page features a CTA that says “Start building for free.”
Source: bubble.io
This is effective because it’s both action-packed and highlights a key selling point – the fact that prospects can test the platform at no cost. It’s clear, specific, and compelling, motivating visitors to take immediate action and explore Bubble’s offers.
This is a perfect example of how a well-crafted CTA can turn interest into action.
Final Thoughts:
A great SaaS landing page is all about connecting with your audience and guiding them to take action.
By focusing on these six core elements, you can create a landing page that’s a bridge between your product and the people who need it.
The next step is simple: put these strategies into practice, test what works, and watch as your landing page starts converting visitors into loyal customers. The potential is there – now it’s up to you to unlock it.
