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Maximize Conversions: Tips for Crafting a High-Impact Landing Page
Your landing page is your first impression - make it count!
Hey, I’m Ben! I write weekly about how to grow products and companies. I go deep on growth strategies, how to build products users love, and what actionable lessons can be learned from what best-in-class companies are doing and industry experts are saying.
Happy Tuesday, everyone!
Today, I want to dive into a topic that is relevant no matter how big or small your SaaS company is: designing a successful landing page. A well-crafted landing page can work wonders for your conversion rates, turning visitors into customers and increasing revenue. I'll walk you through some key elements to consider and best practices to follow when designing your SaaS landing page.
Attention-Grabbing But Informative Copy
First impressions matter, and your headline is the first thing visitors see when they land on your page. Make it count! Your headline should be clear, concise, and communicate the core value prop of your product. Don't try to be too clever or use jargon; keep it simple and focused on your primary benefit.
While the headline captures attention, the subheadline adds more context and detail. It should support and expand upon the headline, offering additional information about your product's features or benefits. A well-written subheadline can help convince potential customers that your product is the solution they've been searching for.
A good rule of thumb is that if someone lands on your website and doesn’t know what you do within ten seconds, you’re doing it wrong.
People love visuals, and incorporating high-quality images or videos on your landing page can make a huge difference. Visuals should complement the messaging and help demonstrate your product in action. Consider using a short video or animated GIF to showcase your product's features, or use screenshots that highlight your product’s UI. Video walkthroughs of your product can also be highly effective.
Clear Call-to-Action (CTA)
Your CTA is the primary action you want visitors to take. Whether it's signing up for a trial, scheduling a demo, or subscribing to your newsletter, make sure your CTA is highly visible, with a contrasting color and clear, concise copy. Avoid generic phrases like "Submit" or "Click here." Instead, opt for action-oriented language that reinforces the value of your offer, like "Start your free trial" or "Get started today." It’s also best to keep it to only one CTA.The primary action you want your users to take should be front and center and you don’t want it to have to compete for your visitors' attention.
Social proof is a key element in building trust and credibility with potential customers. Testimonials, customer logos, and case studies are all effective ways to demonstrate that others have had success using your product which, in turn, gives the visitor more confidence that you can solve their problem.
When describing your product, focus on the benefits it provides rather than just listing features. Show visitors how your product solves their pain points and makes their lives easier. Break down complex concepts using digestible, easy-to-understand language, and avoid industry jargon that might confuse your audience. People buy a solution to a problem or pain point, not a feature set; keep that in mind while writing your copy. A great example here is Apple’s original ipod marketing - they pushed it as “a thousand songs in your pocket” which is the user benefit.
It’s not uncommon for >60% of a website’s traffic to come from mobile devices. With that, it's essential to ensure your landing page looks great and functions smoothly on all devices. Make sure your design is responsive and optimized for mobile, with easy-to-read text, properly sized images, and touch-friendly buttons. Not only is it frustrating when a website doesn’t work well on your phone, it also hurts user trust; if your website can’t work on a phone will your product really solve their problem?
Keep It Simple
Resist the urge to clutter your landing page with excessive information, visuals, or links. Keep the design clean, and focus on the essential elements that drive conversions. Too many distractions can overwhelm visitors and lead them to bounce without taking action.
That’s all I’ve got for you this week. Until Friday!
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