1. Keep it simple
A landing page should have only one goal, whether it’s a content download, registering for a webinar or requesting a consultation. The most effective landing pages focus only on that objective, using every aspect of the copy and design to drive action. Having too much on the page, or too many options for a user, detracts from that single goal and makes a landing page less effective.
Consider these suggestions when creating landing pages for SaaS lead generation:
- Make it easily skimmable, with plenty of white space. Strive for bullet points and short paragraphs rather than big blocks of text.
- Keep the design as simple as possible. For instance, get rid of top navigation which may entice readers to click off the page.
- Include only one call-to-action (CTA) if possible. If your landing page asks users to download content, but also includes a request for consult or learn more button, your primary goal is less likely to occur. Plus, it’s tougher to ascertain the effectiveness of a particular page if it’s cluttered with multiple CTAs.
- Use at least one relevant, eye-catching image, while keeping overall graphics simple.
- Include everything important above the fold. When someone lands on your page, they should quickly understand the intended action, without the need for scrolling or digging through tons of information.
2. Create a powerful, compelling headline
The first thing most people notice when they read a landing page is the headline, so your headline needs to draw the reader in and convince them to keep reading. There is no one formula for writing compelling headlines, but there are tips to keep in mind that will help you create irresistible headlines.
The examples below are all variations for a landing page promoting a webinar on cold calling strategies.
- Focus on the benefit to the reader. If your landing page is promoting a webinar, your headline should tell the reader why they want to attend your webinar.
- Weaker headline: Register for our upcoming webinar
- Stronger headline: Discover 8 essential cold calling strategies in this webinar
- Another effective tactic is asking a question that will draw the reader in, focusing on a pain point or challenge the reader is facing. In the examples below, the weaker headline isn’t a bad one, but the stronger headline is more compelling, because the reader will feel like you understand their frustration, connecting with them emotionally.
- Weaker headline: Learn strategies for more effective cold calling
- Stronger headline: Are you wasting hours cold calling with minimal results?
- Depending on the audience, it may be effective to be more direct with your headline. Many prospects respond to this approach because it gets their attention and speaks to a challenge they’re having.
- Weaker headline: Improve your cold calling with these strategies
- Stronger headline: Here’s why your cold calling results are down
3. Include a strong call-to-action
As we mentioned above, the goal of a landing page is to encourage one singular action by the reader, such as filling out a form, registering for a webinar or downloading content. Your CTA directs the prospect toward that intended action. A CTA may be text, a button, a graphic or another form—what makes it a call-to-action is that it is encouraging the reader to take your intended action.
The most effective landing pages incorporate multiple CTAs (all pointing to the same action), as readers may respond to different elements. You can see how we incorporated both a text and button CTA in our landing page example below.
4. Test, refine and repeat
As with any SaaS lead generation tactic, testing is a critical component. Testing different elements of a landing page allows you to understand what is effective, to create the most successful landing page possible. Try A/B testing your landing page within the same campaign to see which produces better results. You might test out different headlines, layouts, CTA copy or color, images or other areas.
Keep in mind that testing isn’t a one-time strategy, but rather something that is ongoing. Only test one component at a time. Take the example pictured above. If you change the color of the button, and the copy from “Download Now” to “Grab Your Checklist,” you wouldn't know if the color or copy change produced better (or worse) results. Systematically testing different aspects takes time, but is the best way to create the most effective landing pages.
Want to learn more about creating excellent landing pages to support your SaaS lead generation efforts? Check out this checklist for our best landing page strategies.