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:
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.
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.