SaaS is the king
As a SaaS company, you're looking for ways to grow your customer base and generate more revenue. Saas Being the king of business models, new SaaS firms are popping out daily. With fierce competition, only the firms that stand out and provide a clear value will succeed.
One of the best ways to grow revenue and build your brand is by attracting new visitors to your website. Webflow landing pages are an effective way to build a high-converting page that attracts leads and converts them into customers. With this no-code tool, you can create a unique and high-performing site without needing to code. But first, you must understand a few principles about building landing pages. Let's dive in!
Setting up your landing page
The single most important thing to keep in mind when creating a high-converting landing page is to provide site visitors with clarity.
Don't try to reinvent the wheel and confuse your visitor for the sake of being creative. Your page visitors need to understand what you do as soon as they land on your page!
For this to occur you can use a clear and simple site structure. Your page should follow this architecture model:
- Navigation: The top of the page where your logo and navigation is
- Hero: Probably the most important part of the page (the part where users get hooked or not). Here you put the title, subtitle, hero image, and first CTA.
- Social proof: Time to flex. Show your references to prove you are legit
- Features: Key value proposition
- CTA: signup button that drives conversions
- Pricing: No matter how good the service is, the price determines the conversion.
- FAQ: Everyone has a question that is afraid to ask. Help your visitors.
- Footer: Links to other parts of your page and social media.
We’ll go through every element except the footer and navigation. Those are usually the same throughout the whole page and are not specific for the landing page.
Hero is the first section a visitor sees after landing on your Webflow SaaS landing page. It is the content they see before scrolling down (above the fold) and is the single most important part of your page. It is the part of the page your visitors need to get hooked and not spooked.
Hero contains a title, subtitle with a short description, actionable imagery, and the first CTA.
Your headline (title + subtitle) is probably the most important piece of content you will add to your landing page. According to Copyblogger, 80% of visitors read your headline while only 20% will read the rest. Write a benefit-focused header with clear messaging about what you offer, and why you are the perfect solution for your visitors' problems.
The header has to be fully descriptive for the visitor to fully understand what you do the seconds after he comes to your page.
Example of the bad header: All in one website solution for your brand.
Example of a good header: A no-code tool that helps you launch your website in seconds.
The next thing to consider is the hero image that has to match your messaging. Here you can create a strong image with supportive copy, or strong copy with a supportive image. Either way, the image needs to help the visitor understand what you do and why you are the best at it. Show the result, experience, or transformation after using your service.
The last thing in this section is a strong and actionable CTA. Drive your user to conversion as soon as possible. Great headline get the visitor to the door, but CTA closes the deal. Here are some good tips on how to go about it:
- Use action-oriented text
- Keep it short
- Try first-person speech
- Create a sense of urgency
- Make it pop out
- Use words that enhance emotion and enthusiasm
You have probably heard about the term often used on Wall Street - FOMO. You want to show all the top brands you are working with within this section. The bigger the brand name, the more customers will want to work with you.
One thing that is even more powerful than a list of partner logos is a list of reviews. A good review from a successful CEO on your page will boost the conversion and trust of your potential customers. According to Big Commerce, over 70% of consumers look at reviews before deciding to buy.
As the goal was to describe what you do in 2-3 sentences in the header, this is the section for a more in-depth description. It is also the section that will span across the biggest chunk of your page.
Here you should list your most important features that support your key value proposition. Every feature is like a mini headline. It should contain a header that gets visitors hooked - a short paragraph that explains the value and the image that supports the messaging.
A good practice when writing about features is disclosing different use cases your service has. If what you offer is very complex and will take ages to explain, try with video instead. Create a short demo of your service in action to help users understand how it works.
CTA - Click to action
As already stated, the content brings your visitors to the door, but strong CTA turns them into customers. Julien Shapiro writes in his Startup Handbook to think about your CTA as the actionable next step to fulfilling the claim in your header.
The goal is to make strong and clear CTAs across the page. You don't want to oversell, but having 2 to 3 tweaked CTA's is a good rule of thumb. Here is a list of some examples:
No matter what you offer - price is the final factor for a conversion. However, there are mixed views of adding pricing on the landing page.
Including pricing and all your pricing tiers is a great overview of your offerings. Visitors can directly compare your plans to find the one that fits them best. Yet expensive pricing can discourage them going forward with the conversion when they do not fully understand what you offer yet.
The unwritten rule is that you should include pricing if you provide inexpensive services, but disclose your pricing separately for more premium pricing tiers.
Save your visitors the time the next 1-hour browsing through Google, and add an FAQ section on your page. This will enable you to deal with specific queries that your potential customers have about your business. Remember that users will not convert into sales with unanswered questions.
Not only will the FAQ section improve user experience, but it is also a great way to rank higher on Google. This part of the landing page will help you qualify the content as relevant or irrelevant to the search engines. Learn more about how to write FAQs here.
Improve messaging of your page
As we have written in the Hero section, messaging is crucial in creating a highly converting Webflow SaaS landing page. The landing page is a purely transactional part of your website, so you want your visitors hooked. When writing copy, keep in mind that people don't have short attention spans. They have a short consideration span and need to get hooked fast.
Just think about it. How likely will you make a conversion when you need 10 min to understand the service? You will be long gone, before even getting to the bottom of what the brand does.
To create a highly converting page, you need to follow the next formula:
- Increase desire: make it clear why the visitor needs you and why you are the only one able to solve their problem. Build emotion and excitement and make the visitor feel special.
- Provide clear value: When you go through multiple SaaS pages, you will see that the biggest problem is clarity. Most of them have trouble communicating what they bring to the table. Don't think of your visitors as some high-class academic people, and write like you would for 6th graders. Aim for simplicity!
- Drop confusion: Now is not the time to get full-on creative and turn your website upside down. Be clear, be consistent, and don't confuse the visitor. Use straightforward content and make sure your CTA's are actionable and impossible to miss.
Optimize for your audience
Before selling anything, you need to make one thing clear. Who is your potential customer? You can't serve everyone so you will have to niche down to find your customers. We create Landing pages to generate leads from the most specific customer segment possible.
Let's take an example and say you are a Webflow agency. Your customers can be: marketing agencies, law firms, crypto firms, and manufacturing firms. Even though you will create a Webflow page for each of them, all those firms are different. Every industry has its differences and needs that you have to address them.
The next step is to identify the potential problems your visitors are facing. Why are they on your page and what problem are they solving? To get an answer on this you will need to get a bit more technical. Instead of you just randomly tweaking your page, use a heat-map to improve performance. Tools like Crazy Egg or Hotjar will help you see the activity on your page. You will see which content gets ignored and which gets attention, where users click, etc. The next tool you have to implement is Google Analytics. Set up metrics, see site performance, and identify technical issues with GA. There are many useful tools, but implementing these two alone will make a big difference.
After you identify your visitor and their goal, the next step is to figure out the stage of awareness of your leads. According to the father of copywriting Eugene Schwartz, there are 5 stages of awareness.
- I am not aware I have a problem.
- I am aware of a problem but I'm not doing anything to solve it.
- I'm actively seeking a problem solution.
- I've found a few solutions, including yours.
- I am ready to commit to your solution.
With all this data at your disposal, you now have enough information to create a highly converting Webflow SaaS landing page. Start writing content, build a landing page, test, optimize and repeat!
We are at the end of our comprehensive guide on creating a highly converting Webflow SaaS landing page. Landing pages today are one of the most popular ways to drive new leads. According to HubSpot, brands with 40 landing pages or more can generate up to 12x more leads than brands without landing pages. We are here to help you create a landing page that converts above the average conversion rate of 4.2%. We have prepared a check list you can follow when building your next page:
- Structure your site
- Social proof
- Improve messaging:
- Increase desire
- Provide clear value
- Drop confusion
- Figure out who your target audience is
- What problems are they solving
- Use Heat maps and GA
- Figure out the stage of awareness
- Create content and drive leads
Following our comprehensive guide and the above listened framework will be a great way for you start building landing pages for your SaaS. Albeit this framework will translate to many use cases, you will still have to do the user research any test more than one versions of your page. In the end, creating highly convertible site is an on-going process that will require a ton of work. But if done the right way, it will be one of the best funnels to create new leads and increase your traffic. The top 10% of sites are achieving conversion rates of 11.45% or higher, and this is the goal you should be aiming for.
What is the difference between landing page and a website?
The key difference between landing page and a website is that landing page is customized to a specific offer and is designed for conversion.
Can you use WordPress for landing pages?
WordPress offers a plugin for creating landing pages and makes it fairly easy to create them.
Why landing page is important?
The main reason to create a landing page is to encourage visitor to take action. The action can be: lead generation, signing up for newsletter or webinar, grab a free trial, etc.