10 Must-Haves for SaaS Landing Page Conversions
Creating a SaaS landing page that converts doesn’t need to be a challenging task.
You need to ensure that your landing page has all the elements that will make it easy for people to understand your product and what it offers.
In this guide, we’ll discuss ten elements you should include on your SaaS landing page to convert people into paying customers. If you’ve already got the elements mapped out but need help with the copy, check out my 2024 SaaS copywriting guide.
Above the fold, you’ll need.
1. A winning headline
Your headline is the first thing that visitors will see when they land on your page.
It needs to be clear, concise, and attention-grabbing.
The headline should communicate the primary benefit of your product to your target market and make it clear what they can expect from your service.
Here’s an awesome example from Loom.
2. Hero image of the product
A hero image is a large, attention-grabbing image that should be placed above the fold on your landing page. Ideally next to the headline. It should be relevant to your product and help to reinforce your primary message. The hero image should be a screenshot or design of your product.
I cannot stress this enough but do not use an illustration here.
You’d never pass by a store window and see a drawing of a product they sell. That would be bad for business. So show off your actual product loud and proud. The hero image should be visually appealing and help to draw the visitor's attention to your product.
Baremetrics shows off its product perfectly.
3. Social Proof
Social proof is a psychological phenomenon where people assume that the actions of others reflect the correct behavior for a given situation. Including social proof on your landing page builds trust with potential customers.
This can be customer testimonials, case studies, or logos of well-known companies that use your product. The more social proof you can provide, the more likely people will trust your product and convert to customers.
Monday.com not only shows the logos of recognizable brands but also links to their G2 Crowd reviews!
Below the fold, you’ll need:
4. Video of product features
A video is a powerful tool that can help to increase conversions on your landing page. It helps people to see your product in action and build trust.
Your video should be short and to the point, highlighting the key features and benefits of your service. It should also be visually appealing and high-quality, to keep the visitor engaged.
Prepr.io (one of my awesome clients) displays their product in action with a large step-by-step video.
5. Enticing Calls to Action
Your call to action (CTA) is the most important element on your landing page.
It should be prominently displayed and clearly communicate the next step that visitors should take.
Your CTA should be action-oriented, such as "Sign Up Now to receive blah blah blah" or "Start Your 30-Day Free Trial Today."
It should also be visually appealing and stand out on the page. It should also clearly reinforce what benefit the user will expect to receive and calm any objections they may have.
Take Basecamp as an example. They add a few extra works to handle the users biggest objection to clicking, “no credit card required. Cancel anytime”.
6. Benefits over features
Your landing page should clearly communicate the benefits of your product. Visitors should be able to understand how your service can help them solve their problems or achieve their goals.
Use bullet points or short paragraphs to highlight the key benefits of your service. Make sure to focus on the benefits, rather than the features, as this is what visitors are most interested in.
Here’s an example of benefits that I wrote for transcription software, Amberscript.
7. But still mention key features
Your landing page should also highlight the key features of your product.
Which are also shown in the product video from point 3.
This can be in the form of a list or a visual representation of your product.
Make sure to communicate how each feature helps people achieve their goals.
Mailchimp clearly displays its features. Though I think they could have used better images to clearly articulate them.
8. Transparent Pricing
It pays to be transparent. Your pricing should be clearly displayed on your landing page. Again, like it would be clearly shown in a store.
People should be able to understand the value that your service provides and how much it costs. If your pricing is too complicated, visitors may get confused. WeTransfer clearly shows what you get for each plan plus the pricing.
9. Trust Badges and site seals
Trust badges are symbols or logos that indicate that your website or service is secure, trusted, or verified. This can be in the form of SSL certificates, security seals, or payment provider logos.
Even stating if you are GDPR compliant goes a long way to building trust.
The more trust badges you can display, the more likely visitors are to trust your product and convert to customers.
Marketing software, Bloomreach, clearly shows off its certifications and awards.
10. Easy navigation
Your website should have a simple and intuitive navigation menu. Visitors should be able to easily find the information that they’re looking for and navigate to other pages on your website.
Consider using a sticky navigation menu that stays fixed to the top of the page as visitors scroll down. This will make it easy for visitors to find what they are looking for and take the next step.
Hubspot uses attractive elements in its dropdowns that make navigating simple yet effective.
Get SaaS landing page copy that converts 🚀
I’m always up for new projects. So, if you want to collab, tell me a bit more about your content needs. We can set up a chat to see if we’d make a good team. No email is unwelcome, and I reply to everyone!
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If you want to get the best conversion rate possible, your SaaS landing page should include:
A clear headline
A hero image of your product
A demo video
Social proof and testimonials
Objection clearing CTA’s
Benefits to the user
Product features
Transparent pricing
Trust badges and site seals
Easy navigation menu
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When making a landing page, keep it short and sweet. Don't go on and on about your product or service. Stick to the main points and make it easy for visitors to understand what you're offering. You want to catch their attention and convert them into customers, so don't confuse them with too much copy. Just keep it simple and to the point.
