Seven Best SaaS Landing Page Copywriting Practices to Make Your Copy More Authentic
Publishing landing pages to promote your services, solutions, features, offers, or products is an integral part of an effective marketing strategy. You can successfully use landing pages in your SaaS business to attract more leads and convert them into customers. I've been writing landing pages for SaaS and technology businesses for a while, and I'm excited to share ideas and tips that help me develop authentic copy for my clients.
In this article, you’ll learn how to write powerful and influential landing pages for your SaaS solutions and how to make them more authentic to your brand.
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What is a landing page?
A landing page is a standalone page or a page on a website where a visitor lands after clicking on a link in a social media post, promotion, pop-up, ad, email, or elsewhere. Typically, such pages promote products, describing their key features, benefits, and how a potential buyer could use them.
Types of landing pages:
Lead magnet pages capture visitors' contact details.
Sales pages are for making direct sales.
Click-through pages direct visitors to another page for a specific action, such as claiming a free coupon.
Splash pages announce special offers, events, and similar promotions.
There are other types of landing pages, but let’s talk more about writing an industry-specific landing page for your SaaS business.
Why are landing pages important for SaaS businesses?
Landing pages are an integral part of a wholesome marketing strategy. They are a cost-effective way to generate leads and better understand your clients' behavior.
Some of the benefits you can get from using landing pages:
Great value for the money: The money you invest in a skilled copywriter, market research, SEO research, and UX design to create a high-quality landing page can yield returns tenfold in customer contacts and purchases.
Variety: You can create as many landing pages as you need to attract different types of customers. If you offer multiple SaaS solutions for various industries, designing multiple landing pages allows you to concentrate on specific sectors, use industry-specific language and keywords, and address the particular challenges that each segment faces.
Multiple use cases: You can repurpose your landing pages for ads, share them on social media, create use cases, and even turn them into pillar pages for your website content.
Insights about your audience: Analyze how a specific industry or customer category responds to your page and products. This segmentation lets you better understand your target audience's behavior, identifying their primary concerns and desires.
Four common misconceptions about SaaS landing pages
When I mention that I’m a SaaS copywriter, people immediately assume I work with high-tech companies. However, SaaS businesses are as diverse as the solutions they create.
Regardless of industries and audiences, many SaaS companies tend to create similar-sounding pages and follow unwritten rules of how a SaaS landing page should look. This makes most landing pages boring and repetitive. Why not be more creative and ditch these four misconceptions about landing pages?
1. It’s too corporate
Corporate design, rigid language, and clichéd phrases don't have to define your business. Even if you're targeting large corporations, your landing pages can be visually engaging and have a casual tone of voice.
2. Formal language
Just because creating a SaaS product requires technology and technical knowledge, it doesn't mean your landing page has to read like a product manual. People don't want to feel unintelligent or misunderstood, which can happen when using highly technical language or jargon.
Let's not forget that many Millenials and Gen Zs are entering decision-making positions. According to the Marigold Consumer Trend report, 84% of Gen Z consumers expect brands to treat them as individuals, and your communication style and language play a significant role in achieving that.
3. Telling everything there is to know about your product
A landing page is an excellent way to focus on one product or feature at a time, but you don’t need to write every little detail about it. Not that it doesn’t matter; it’s just that no one has time to read all that.
The key is to focus on the main benefits and solutions and link the rest to other pages — if the reader wants to know more, they’ll find it. This way, you’ll have a strong pillar page, a well-linked website, and keep people on your website longer.
4. Not asking your audience questions
Not analyzing customer needs and pains happens more often with new SaaS companies. It’s difficult to get an honest review of your product and understand all industry needs when you’re new to it. But it’s crucial to talk to your customers (if you have them) or target audience to learn what pains they have, what tools they’ve been using until they found you, what those tools are lacking, and how you could sweep them off their feet with your new solution.
This is the best way to refine your unique selling point, create a helpful solution, and market your product the right way.
7 SaaS landing page best practices to write more authentic copy
Now, we know why landing pages are important for SaaS businesses and why you should include them in your marketing strategy. Let’s talk about how to write a unique and authentic landing page that keeps people wanting more.
According to Wordstream analysis, across all industries, landing pages have a 2.35% conversion rate. It’s not the best, but with a bit of effort, you can increase your conversion rates and join the top 10% of businesses achieving double-digit conversion rates.
1. Understand what your customers need, not what you think they need
Recently, I was talking to one of my clients, and she told me that they couldn’t come up with any new blog topic ideas because they know everything there is about their product.
And that was such a great reflection. Many businesses write about things they think are important but forget that customers might be looking for completely different information.
Let’s say you have a customer registration system designed for beauty salons. You might write how easy it is to use it, how high your SLA score is, etc. However, a customer is actually looking for a tool that can register customers without them needing to pick up a phone or a tool that accepts and reminds them about payments automatically.
Talk to your audience, customer support, and sales teams to understand the pains your customers have and the solutions they wish to see. This will help you avoid tone-deaf content and target the right points to interest your readers.
2. Use customer-centric language
See what your target audience searches for, what words and phrases they use, and how they communicate with each other. Likely, it will not only help you become more relatable but also rank higher on search engines because you can use very specific keywords for that particular audience.
A similar situation happened to me recently. I started working with a new client that offers an automated employee scheduling system. The niche was new to me, and I was never myself in the role of creating schedules for people. So, I’ve never known how horrendous it is to make schedules manually.
I was looking for the right words to describe it, and I explained that to my boyfriend, whose mother makes schedules for students. And he told me, “She always complains that making schedules is like playing sudoku.” This was my aha moment. I had to use the sudoku metaphor on my client’s landing page. It perfectly captured the language that schedule coordinators use to describe their work. I would not have found that by searching keyword recommendations or even looking at competitors.
3. Focus on smaller audiences
In the book Where Stellar Messages Come From, copyhacker Joanna Wiebe writes that even if you can convert only a small percentage of all your target audiences, you’ll convert them because they can find themselves in the copy.
That’s why I’m also a big supporter of creating multiple landing pages (if possible) for different industries, clients, and solutions. This way you can target customer problems and use their language to make them relate to you more, instead of trying to adjust to a broad audience and mention every possible scenario that gets you nowhere.
And not to mention what a nightmare it is for a writer to try to target multiple audiences in one copy.
While it’s easier and cheaper to make one landing page for everyone, if your SaaS solution solves problems for beauty salon owners and manufacturers, they won't relate to the same page in the same way. You’ll probably lose most of your prospects by trying to appeal to everyone.
4. Easy navigation and appealing design
Your page has to have a clear structure, with each section melting any objections your potential customer might have.
Make the landing page easy for visitors to navigate. You don’t need anything fancy or pages with crazy visuals and animations that take ages to load. Make it simple, appealing, clear, and easy for a customer to make the next step.
5. Answer possible objections
Exposure Ninja’s Founder and CEO, Tim Cameron-Kitchen, says that your landing page has to minimize possible objections your potential customer might have before taking action. When they finish reading, there shouldn’t be any lingering thoughts left about whether it’s worth trying your solution, downloading that ebook, or signing up for your email list. That includes:
Making it clear what the product does and how it achieves that
How it benefits the customer
Other people’s ratings, testimonials
Your contact info, the About Us section, and social media accounts
Pricing and information if there's a free version (there’s nothing worse than a great product with a price you can’t find.)
Other details based on your individual case.
You can incorporate this information in your body copy or add an FAQ section.
6. List benefits from the perspective of a customer
You’ll probably have a benefit section on your landing page. But it can miss the point, especially when benefits become features. Don’t get me wrong, explaining your features is important, and you can do that on a separate page, but don’t mistake features for benefits.
The benefit is a result of using your product or features. That means 'mobile application' isn’t a benefit, 'Having it everywhere you go’ - is. 'Automated task allocation' isn’t a benefit, 'Saving X amount of time allocating tasks’ – is.
7. Make your customers talk
What is the first thing you do when you want to buy a new computer, an expensive facial serum, or anything of that kind? Very likely, you go online and read what other people say about it. We are eternally grateful for the heroes who write honest reviews, and we bow to the ones who take their time to upload pictures.
The same goes for digital products. Most SaaS products can be pricy, and while many providers offer a free version or free trial, in the end, your customer is looking for a long-term commitment. Having your customers review your service can make a huge difference. It doesn’t even have to be long testimonials. A score above 4 on TrustPilot works just as well, if not better. Let your customers talk, and use it on your landing page.
Don’t know how to encourage your customers to leave reviews? Just this week, I had a positive encounter with a business I bought from. Their customer service, product quality, and offer were great, so I left a positive review on their product page. They contacted me personally, asking me if I could leave a review on TrustPilot in exchange for a discount. I would have done that even without a discount because it’s important to support small businesses, but it was a great move to gather positive reviews for their Trustpilot page and build genuine relationships with their customers.
You can try the same tactics. Contact your customers with a special discount or offer in exchange for a testimonial or review. If you have yet to get customers, you can offer your solution for free in exchange for honest reviews and tips on how to make it better.
It’s a wrap
Thank you for reading this article. I hope you found useful information to implement in your own work. To sum it up:
Don’t be afraid to step outside the box and be creative when writing your landing pages;
Use language appealing to your customers, even if it doesn’t match keywords or what your competitors are writing;
Communicate with your audience to know their pains and desires;
Focus on benefits;
Focus on smaller audiences to make your landing pages more personal.
If you have more suggestions on making SaaS landing pages more authentic and engaging, let me know in the comments below. And if you’re looking for a B2B SaaS copywriter, message me, and I’ll give you a 30% discount for the first task. Let's talk!