Fundamentals for Crafting a Landing Page

In the time you’ve spent creating your SaaS product, you have undoubtedly learned quite a bit along the way, including what it takes to market your product to the masses.

As a semi-experienced online marketer, chances are that you know your website’s homepage is not the best or only way to generate sales for your product. Sure, you know it does work, but you also know that landing pages convert much better toward your end goal.

But even though other SaaS products, like Unbounce or LeadPages, make it easy to build a landing page, being able to masterfully craft a page that converts like a Mad Man is quite another feat.

I’m sure you’ve sat down and read article after article about the topic, which can easily leave your head spinning with no idea of how to possibly do it on your own. But, don’t worry— it’s not as hard as you may think.

All it takes is time, a little creativity, and following some basic guidelines to piece together a landing page that converts amazingly well.

Piecing Together the Design and Copy of your Landing Page

So let’s get one thing straight: when it comes to creating high-converting landing pages, there is no copy-and-paste method. However, there are some ingredients in just about every good landing page out there that you can use.

When In Doubt, Keep It Simple

It’s easy to get caught up in designing a page with a lot of contrast colors, a clever headline, fancy adjectives, and multiple opt-ins. However, doing this can easily take away from your overall goal—to convert the page view to a lead or buyer. Remember, the point of the page is to sell, and, most times, simplicity sells the best.

Just take a look at a landing page on Buffer.

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Everything about this page is simple. The background image behind the headline adds some contrast color to give it some appeal, but the page design isn’t crazy.

The headline is clear and explains what Buffer does without saying too much, too little, or something nonsensical.

The CTA is also very simple while also including the word ‘free’ to help generate leads. (People love free stuff.)

When it doubt, keep it all simple. A landing page can always be changed and updated, but you would be surprised how well the rule of ‘less is more’ really does work.

Show Off the Benefits of Your Product

If someone came up to you and asked you what your software did, it would be easy for you to rattle off details and all the fancy technical jargon. But even though you were able to answer the question, chances are that you didn’t turn them into a customer.


Because the details are boring.

People don’t buy stuff because of the details; they buy things because it fills a need or a desire.

When someone buys a premium version of Buffer, they are buying it because they need to spend less time posting to social media accounts; that is the benefit.

When someone purchases a package from LeadPages, most don’t buy it because the HTML and other coding is great; they buy it because of all the templates that come loaded and are already optimized to convert better than average. This equates to less time and more money.

Therefore, focus on the benefits of your product.

Will it save your customers time? Will it alleviate a problem? Does it simplify a daily action?

What are the benefits? Which benefits would have the biggest effect on your buyers?

Focus on those and you’ll be able to craft better copy for your SaaS landing page.

Showcase Your High-End Customers with Reviews

Testimonials are great for one thing: they make your product trustworthy.

Trust is a huge driving factor to conversion. By showing customer testimonials, you don’t have to try to prove anything or work hard for your potential buyers. Instead, the testimonials do all the work for you.

It’s also worth showing off other trustworthy names or companies that have used your product.

Dropbox does this well by highlighting some of their high-end customers.

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Why does this work? Because it makes a customer think, “Wow! If those big shots use it, then this software has to be pretty great.”

It’s a tactic that can help show the trustworthiness and authority of your brand and service without hard selling anything. People don’t want to be sold to; they want to buy things, but they don’t want things forced down their throat.

By letting others speak for you and by showcasing trustworthy sources, you can instill the trust you need to get people to want to buy from you without making them feel uneasy about it.

That’s the power and beauty of well-formulated copy.

Keep Sign-Up Forms to the Right

As you research other companies using landing pages, you’ll find different designs with sign up forms and CTAs in various places. But which is the best place to boost conversion?

As a general rule of thumb, one of the best spots to place your sign-up form is to the right and above the fold.

Here are some examples of sites that do just that.









One Goal Per Landing Page

This sort of plays off the idea of keeping things simple, but it certainly merits being a stand-alone point.

By keeping to one goal per landing page, you are more likely to convert towards that goal because you’re not stretching your readers’ attention too thin. If your goal is a sale, then your copy and CTAs should follow that single line of thought. If your goal is to generate a lead, then the same is true.

Overall, sticking to one goal per landing page makes it easier for you to create laser-focused content that will have a high appeal to your buyers.

A/B Test

This isn’t new, but that doesn’t make it old hat.

The only way that you can ever know for certain what is and is not working on your landing page is to test it out.

Do you think the first chocolate chip cookie ever made was the best one ever?

It was probably good, but the best? Probably not… Chances are that it took a few test batches to really find that perfect balance of yum.

Similarly, it’s going to take some testing before you find your landing page sweet spot, so don’t shy away from it or you’ll end up losing out on money.

Wrapping It Up

So let’s just do a quick review of what’s been covered:

  • Keeping things simple and easy to understand goes a long way for more conversions. That means using clear headlines, simple design, and remembering that less-is-more.
  • Don’t talk about the product; focus on how your product will benefit your potential customer.
  • Use testimonials to prove that your product is trustworthy; take it a step further and show off other credible brands that use your product.
  • Sign-up forms convert best when kept to the right and above the fold—keep them there.
  • Test, adjust, and test some more.

Designing and writing for conversion is like a puzzle that takes some time to figure out. But, just because there is some complexity to it, it doesn’t mean that it’s impossible to piece together.

As stated at the outset, there is no single way to assemble a perfect landing page. However, with some testing and tweaking, you can create the best converting page for your service.

Ariel Rule

About the Author: Ariel Rule

Ariel Rule is a freelance writer who specializes in WordPress, Blogging, Web Content, and Online Marketing.