I listened to the ProductLed Podcast as I went for a run in Waikiki this morning. Today’s show was called, How to Build a SaaS Landing Page That Converts.
The timing here was ideal, as earlier this month we began in earnest our journey towards product-led growth. We consider this a vital step in our quest to become the market leader for HIPAA compliant communication.
This post will cover my takeaways.
My takeaways: How to build a SaaS Landing page that converts
The guest on the pod was Pedro Cortes, also known as the “SaaS Landing Page Guy.”
Here are my takeaways:
- A landing page is not meant to sell the product
- A good/great landing page gives visitors enough info to learn more or book a demo.
- Imagine a landing page as a salesperson who doesn’t sleep or take days off. It should answer objections and explain things clearly.
- Break things into tiny steps, do not move forward until each stage is correct.
- Create a one page document defining:
- What are the product’s unique selling points?
- What are some of the results people want to see from using the product?
- What are some of the problems people have with competitor products?
- From this one pager, you’ll then understand:
- What are the 3-5 things that need to be on the page in order for people to say, “This is the best solution out there for the problem I have.”
- Next, here’s a formula that works in B2B SaaS:
- What are things I can say in the hero section to grab people’s attention?
- What are things I can say in the middle?
- What are things I need to say at the end?
- What are the things I need to repeat several times?
- Using the aforementioned checklist and formula, it essentially boils down to:
- What do I want to say?
- How am I going to say it?
- There’s no way to get stuck, as you’re following a step-by-step checklist
- Nexts step, start thinking about headlines for each section
- After that, use body copy that justifies each respective headline
- As for the image, what image would best represent what the headline says?
- Is it a screenshot of the product? A video?
About ProductLed Podcast
The ProductLed Podcast is a weekly interview series with both product-led growth leaders and practitioners who have real knowledge to share on what it takes to use their product to grow a business.