In the world of B2B SaaS, landing pages play a crucial role in driving conversions and acquiring new customers. A SaaS landing page is a web page designed to promote a software-as-a-service (SaaS) product or service and encourage visitors to take a specific action, such as signing up for a free trial or requesting a demo.
The purpose of a SaaS landing page is to convert visitors into leads or customers by providing them with information about the product, highlighting its benefits and features, and guiding them toward a specific call to action.
A well-crafted landing page can make all the difference in turning a potential customer into a paying one. However, with so many businesses competing for attention, creating a landing page that stands out and converts can be challenging.
However, with so many businesses competing for attention, creating a landing page that stands out and converts can be challenging. To help you craft a winning B2B SaaS landing page, we have compiled some best practices to follow. In this article, we’ll provide tips on how to craft compelling and effective landing pages, as well as look at several example b2b SaaS landing pages that have been successful.
Understand your audience
Understanding your audience is a critical first step in crafting a winning B2B SaaS landing page. By gaining a deep understanding of your target audience, you can create a landing page that speaks directly to their needs, concerns, and pain points.
- To understand your audience, ask yourself these questions:
- Who is your target audience? What are their job titles, industries, and pain points?
- What are their primary challenges and goals? How can your product address these challenges and help them achieve their goals?
- What are their key objections to your product? How can you address these objections and overcome any barriers to adoption?
- What motivates them to take action? What kind of messaging and calls to action are most effective at driving conversions?
- What kind of content do they prefer? Do they prefer long-form articles, short videos, infographics, or something else?
- What channels do they use to find information about products? Do they prefer email, social media, search engines, or something else?
- What are their pain points with your competitors’ products? How can you differentiate your product and create messaging that resonates with them?
To understand your audience better, consider conducting customer surveys, talking to your existing customers, analyzing customer data, and developing customer personas. Use this information to create messaging, design, and calls to action that speaks directly to their needs, challenges, and goals. Additionally, analyze your competitors’ strategies to identify gaps in the market and opportunities to differentiate your product. By understanding your audience, you can create a more effective B2B SaaS landing page that drives conversions and generates leads.
So, take the time to conduct thorough research, develop customer personas, and analyze your competitors’ strategies to create a winning B2B SaaS landing page.
Start with a clear value proposition
Starting with a clear value proposition is one of the most important best practices for crafting a winning B2B SaaS landing page. Your value proposition is a statement that communicates the unique benefits and value that your product offers to potential customers.
Check out this vidoe to know what is value proposition, its relevence, and how it help in Landing Page Conversions:
Here are some best practices for creating a clear value proposition:
- Focus on the benefits: Instead of listing features, focus on the benefits that your product offers. How does it solve your target audience’s pain points or help them achieve their goals?
- Be concise: Your value proposition should be clear and concise, ideally no more than a sentence or two. Avoid using jargon or technical language that may confuse or overwhelm visitors.
- Test and refine: Your value proposition is not set in stone. Test different variations to see which resonates best with your target audience, and refine it based on feedback and results.
By starting with a clear value proposition, you can create a B2B SaaS landing page that communicates the unique benefits and value of your product to potential customers. Focus on the benefits, be concise, use a strong headline, and test and refine your value proposition to create a winning landing page that drives conversions and generates leads.
A Short and compelling headline
A short and compelling headline is essential for creating a winning B2B SaaS landing page that captures visitors’ attention and communicates the value of your product. Here are some best practices for crafting a short and compelling headline:
- Focus on the benefits: Your headline should communicate the unique benefits that your product offers to potential customers. Avoid using generic or vague language and focus on the specific pain points that your product solves.
- Use strong, action-oriented language: Use strong, action-oriented language that encourages visitors to take action. Use verbs and adjectives that convey a sense of urgency, excitement, or curiosity.
- Keep it short and sweet: Your headline should be no more than a few words or a short sentence. Avoid using long or complicated phrases that may confuse or overwhelm visitors.
- Test and refine: Test different variations of your headline to see which resonates best with your target audience. Refine your headline based on feedback and results to create a winning landing page.
Take a look at asana’a headline:
The headline on Asana’s landing page is a great example of keeping things concise while effectively communicating the main benefit of their product. By using a short and to-the-point headline that says “Manage projects with one tool,” they are able to clearly convey what their product does – consolidating various project management tools onto one platform.
By crafting a short and compelling headline, you can create a B2B SaaS landing page that captures visitors’ attention and communicates the unique benefits and value of your product. Focus on the benefits, use strong, action-oriented language, keep it short and sweet, and test and refine your headline to create a winning landing page that drives conversions and generates leads.
Use compelling visuals
By using compelling visuals, you can create a B2B SaaS landing page that engages visitors on an emotional level and reinforces the benefits and value of your product. Use high-quality visuals that support your messaging, use visuals strategically, and optimize for load time to create a winning landing page that drives conversions and generates leads.
In addition to using high-quality visuals, it’s also important to use visuals that align with your brand identity and style. Your visuals should be consistent with your brand colors, fonts, and overall aesthetic. This will help create a cohesive and memorable experience for visitors and reinforce the credibility and professionalism of your brand. By using compelling visuals that align with your brand identity, you can create a B2B SaaS landing page that not only engages visitors but also reinforces your brand image and identity.
Visuals, such as images, videos, and infographics, can help break up long blocks of text and engage visitors on an emotional level. Here are some best practices for using compelling visuals:
- Use high-quality images and videos: Your visuals should be high-quality and professional-looking. Avoid using low-resolution images or videos that may appear blurry or pixelated.
- Choose visuals that support your messaging: Your visuals should support your messaging and reinforce the benefits and value of your product. Choose visuals that are relevant to your product and target audience.
- Optimize for load time: Your visuals should not slow down the load time of your landing page. Optimize your images and videos for web use and use a content delivery network (CDN) to improve load times for visitors.
- Use visuals strategically: Use visuals strategically to highlight key benefits or features of your product or to show your product in action. Avoid using visuals that are purely decorative and do not add value to your messaging.
Hubspot’s landing page stands out for its ability to effectively incorporate visual interest and communicate their value proposition. By using engaging visuals such as animated graphics and bold colors, Hubspot is able to capture the attention of visitors and make their message more memorable. Additionally, their copy is clear and concise, effectively communicating the unique value of their product and how it can benefit potential customers.
Optimize for mobile
Optimizing your B2B SaaS landing page for mobile is crucial because mobile devices have become the primary way people access the internet. With the increasing usage of mobile devices, it’s important to ensure that your landing page is mobile-friendly and provides a seamless user experience. A mobile-friendly landing page can improve the user experience, reduce bounce rates, and increase conversions. By optimizing your landing page for mobile, you can create a seamless user experience that engages visitors and drives conversions. Therefore, many B2B decision-makers use their mobile devices to research products and services.
Here are some tips for optimizing your B2B SaaS landing page for mobile:
- Use a responsive design: Use a responsive design that automatically adjusts the layout and content of your landing page to fit the screen size of the visitor’s device. This will ensure that your landing page looks and functions well on any device, whether it’s a smartphone or tablet.
- Keep it simple: Keep your landing page design simple and uncluttered to ensure that it loads quickly and is easy to navigate on mobile devices. Use clear and concise messaging, use shorter paragraphs, and break up your content with headings and bullet points to make it easy to skim.
- Optimize your images: Optimize your images to reduce their file size without compromising on quality. This will ensure that your landing page loads quickly on mobile devices, even with slower internet connections.
- Use mobile-friendly forms: Use a simplified form with fewer fields to make it easier for mobile users to fill out. Also, use a responsive design to ensure that the form is easy to use and submit on mobile devices.
- Test your landing page on multiple devices: Test your landing page on multiple mobile devices to ensure that it looks and functions well on all devices. Use tools like Google’s Mobile-Friendly Test to identify any issues and make necessary changes to improve the user experience.
Include social proof
Including social proof in your B2B SaaS landing page can be a powerful way to build trust and credibility with your audience. Social proof refers to the idea that people are more likely to trust and take action based on the actions and opinions of others. By including social proof on your landing page, you can demonstrate that other people have already used and benefited from your product or service, which can help to reduce skepticism and increase conversions.
There are many different types of social proof that you can include on your landing page, including:
- Testimonials
- Case studies
- Reviews
- Social media mentions.
take a Look at how Hubspot uses social proof elements.
One of the social proof elements that Hubspot uses effectively on their landing page is the client logos box located just below their headline. This box displays logos of well-known companies that use Hubspot’s services, which helps to establish credibility and build trust with potential customers.
By showcasing these social proof elements on your landing page, you can demonstrate the value and effectiveness of your product or service, which can help to persuade potential customers to take action. Additionally, social proof can help to create a sense of community and belonging around your brand, which can help to strengthen customer loyalty over time.
Use clear and concise copy
Clear and concise copy is crucial for B2B SaaS landing pages because it helps to communicate your value proposition quickly and effectively to your audience. Your landing page copy should be focused on the benefits of your product or service and how it can solve the specific pain points of your target audience. By using clear and concise language, you can help your audience understand your offering and its unique value proposition.
When creating copy for your B2B SaaS landing page, it’s important to keep in mind that visitors are often short on time and attention. You only have a few seconds to capture their interest and persuade them to take action.
By using simple and straightforward language, you can ensure that your message is easily understood and remembered. Additionally, it’s important to use headlines, subheadings, and bullet points to break up your copy and make it easy to scan. This can help to increase engagement and keep visitors on your landing page for longer. Overall, clear and concise copy is essential for creating a winning B2B SaaS landing page that converts visitors into customers.
Include a clear call to action (CTA)
Your CTA should be prominently displayed on your landing page and should clearly communicate the desired action, such as signing up for a free trial, requesting a demo, or downloading an e-book.
When creating your CTA, it’s important to use clear and action-oriented language that emphasizes the benefits of taking the desired action. For example, instead of using a generic CTA like “submit” or “click here,” use a more specific and persuasive CTA like “start your free trial now” or “get instant access to our demo.” Additionally, it’s important to use contrasting colors and visual elements to make your CTA stand out from the rest of your landing page.
Lastly, it’s important to make sure that your CTA is consistent with the messaging and design of your landing page. Your CTA should be in line with your overall value proposition and should not confuse or distract visitors from taking action.
Take a look at Dropbox’s CTAs:
Dropbox’s approach to CTAs is more subtle than some other B2B SaaS landing pages. Rather than using aggressive language or bright buttons, they use softer CTAs in the form of links to registration-walled reports and webinars. This strategy allows Dropbox to build a larger list of leads, which can then be nurtured through email marketing efforts. Additionally, this approach provides visitors with a clear and informative path to learn more about the product.
Test and iterate
Testing and iterating are essential components of creating a winning B2B SaaS landing page. Once your landing page is live, it’s important to regularly test different elements of the page, such as headlines, copy, visuals, and CTA placement. By testing these different elements, you can gain insights into what resonates best with your audience and make data-driven decisions to optimize your landing page for conversions.
One common method of testing is A/B testing, where you create two different versions of your landing page and test them against each other to see which one performs better. By testing different variations, you can identify which elements have the biggest impact on conversions and make iterative improvements to your landing page over time.
It’s also important to regularly analyze your landing page metrics, such as bounce rate, conversion rate, and time on page, to understand how visitors are interacting with your page. By identifying areas of improvement and making iterative changes based on data, you can continuously improve the performance of your landing page and increase conversions.
FAQs
Do landing pages work for B2B?
Yes, landing pages can be very effective for B2B (business-to-business) marketing. B2B companies often have complex products or services that require more explanation and education than B2C (business-to-consumer) products, and landing pages provide a focused and targeted way to communicate key benefits and features.
Landing pages can also be used to capture leads and move prospects further down the sales funnel. By providing a clear call-to-action and an easy way to submit contact information, B2B companies can use landing pages to generate leads and follow up with targeted marketing messages.
However, it’s important to note that the effectiveness of a landing page depends on several factors, including the quality of the messaging and design, the targeting of the audience, and the relevance of the offer to the audience’s needs.
Do you need SEO for landing pages?
SEO (search engine optimization) can be an important part of a landing page strategy, as it can help ensure that the landing page is discoverable by potential customers who are searching for relevant keywords or phrases related to the product or service being offered.
However, the level of SEO optimization needed for a landing page may depend on several factors, such as the specific goals of the landing page, the competition in the market, and the target audience. For example, if the landing page is part of a broader paid advertising campaign, the main focus may be on optimizing the page for the specific audience being targeted by the campaign rather than for broader search engine visibility.
Check out this guide if you wnat to master B2B SaaS SEO.
What is a good B2B landing page conversion rate?
The ideal B2B landing page conversion rate can vary widely depending on the specific industry, target audience, and offer being promoted. However, as a general benchmark, a conversion rate of 2-5% is considered good for a B2B landing page.
It’s important to keep in mind that there are many factors that can impact the conversion rate of a landing page, including the quality of the messaging and design, the targeting of the audience, the relevance of the offer, and the ease of completing the conversion action.
Final thoughts
Creating effective B2B SaaS landing pages is an important part of any digital marketing strategy. By following best practices, such as focusing on the user experience, clearly communicating the value proposition, and including a strong call-to-action, businesses can create landing pages that effectively capture leads and drive conversions.
In addition to these general principles, there are many specific techniques and tactics that can be used to optimize landing pages for B2B SaaS products. By looking at real-world examples and testing different approaches, businesses can continually improve the performance of their landing pages and achieve better results.
