This article has everything you need to know about B2B SaaS Landing pages.
I'll show you some things to keep in mind and explain you the step-by-step framework I go through to design landing pages that convert for B2B SaaS.
Bold claim: If you follow this article until the end you might even know EXACTLY what to put on your brand-new landing page ;)
Here are the two main resources/templates you can get with this article.
I'll tell you how to use them after a quick explanation so you can get the best value possible.
The best part? They are REALLY free, without email opt-ins ;)
(links throughout the article)
There are many marketing differences between B2B SaaS vs B2C SaaS and the same thing definitely applies to their landing pages.
Here are the main differences you should keep in mind before you even start thinking about your landing page.
Typically and because B2C SaaS is focused on a consumer (just one person) the motivations behind buying are more "ego centric", more about a particular result that person wants and its overall, a more emotional decision.
B2B SaaS on the other hand typically has several people involved in the decision of buying a product and their decision could affect the entire company.
B2B has much more rational decisions, is much more focused on their problems, has more alternatives to fix it (a competitor, solve it internally, not solve it ...) and it's much more focused on the ROI they will get from your product.
So... How does that apply to YOUR Landing page?
This means that in your landing page you need to focus on how much your product is worth to their company.
How much not fixing the product is costing them...
How much could they benefit from using it...
And make the ROI as clear as possible either from time saved, to more profits, to more savings, to less costly mistakes, or more revenue (whatever your product does).
Bottom line: ALL OF THIS NEEDS TO BE CLEAR IN YOUR MESSAGE!
This is a very common mistake.
When you come up with the landing page do you REALLY know who's reading it?
Here's the problem: Most of the time the decision maker (the one who decides to pay for your product) is NOT the person that will be using it.
What does that mean?
It means you need to address THEIR concerns, THEIR motivations not the ones from the user!
Just think about it... (Example) If you were searching for a solution for your dev team would you care how they will use it or how does it affect the business side of it? If it makes them more productive or if has the latest dev trends?
Always be aware of these differences between the decision maker and the user because it's costing you a lot of money.
If you're in the B2B SaaS space its likely you also have a high ticket product, something that fixes a BIG problem.
If that's the case then there's a BIG ROI from using your product and that needs to be obvious EVERYWHERE (specially on your pricing page).
Here's the secret 👇
You need to make them think it's going to cost more money not to use your product than it will to use it
Here are a few questions you can ask yourself to get there (free template, no opt-in)
In B2B SaaS (specially with high ticket) it's more common to use a high touch approach. It's common to use contact forms, demos, follow ups, qualifying calls ...
My point is the CTA changes and so does the commitment.
What do you think is easier to convert? 👇
Get a decision maker to spend 30 min to 1 hour on a demo or getting them to insert their email for a free trial?
Btw, I'm totally NOT saying you should use a free trial because there are too many internal decisions. Selling a high ticket product on a low touch approach rarely works.
Of course it's easier to insert an email and start a free trial so you need to make that demo seem super valuable for them. Make it a no-brainer!
You need to make it seem like talking to your team and getting a demo is already a PRODUCTIVE step forward not a sales call or a waste of time!
Now that you have some context on some of the differences you should keep in mind, it's time to get you started on your landing page.
I'll show you the process/framework I came up with to use with my clients ( 6 figure to multiple 8 figure B2B SaaS companies). This framework allows me to get great results for my clients without having to go through many iterations.
It's also the same process I explained in detail in my book.
Let's jump right in! 👇
Let's start with something simple so you don't get overwhelmed with the rest of the process.
It's a 5-10 min exercise but it is the foundation of this entire process!
Here it is: Try to explain your product in one short paragraph.
Why? Since you only have a short paragraph to work with your are forced to focus on what matters before you decide to add irrelevant stuff to your landing page.
Go ahead and try it out (not as easy as you think).
Make a copy of the free template and try it out (no email opt-ins)
Don't do this exercise by yourself, make sure to ask your team to do the same. At the very least ask the ones working on the website and your sales team.
Why? Because you need to look out for inconsistencies.
Most likely, people will point out different benefits, explanations or problems and that's not a good sign.
If they don't have a clear and short explanation of what the product does then they can't sell it as effectively as possible!
This leads to unnecessary iterations based on personal preferences, bad conversions due to lack of clear messaging and inconsistency in customer expectations due to lack of focus in the explanation from the website to the sales team to the support and so on...
Find these inconsistencies and create a one-liner everyone can agree with.
To make it as clear as possible narrow it down using some formulas like:
We help [target] fix [big problem] without [common objection]
Find the full list on the Lean Landing page Canvas (free, no email opt-in)
Now that you've narrowed down your one liner you can easily turn into a clear headline and some body copy below the headline (example above).
Guess what? You've just turned your one-liner into the entire top of your Landing page (aka your header)!
This is how you'll define the ENTIRE content of your landing page and it's also your bullet proof way to making it convert.
You're going to record all of your demos and email conversations from prospect to customer and you'll need to analyse them.
Why? Because this is a bullet proof way to finding out why people REALLY bought your product and how you can find patterns to replicate that with many potential customers.
Essentially we want to replicate the journey your current customers had to go through so we can predictably make potential customers follow the same path
Listen to the calls and try to notice:
You'll use this to remind your visitors of how painful their problem is and how much they need your product. This creates urgency to convert now and not delay the decision.
Answer these questions using my Lean Landing page Canvas (free template, no opt-in)
Again, go back to the recordings or any recorded/written information you have and try to find these criteria:
Now that you know this you can simply answer these questions on your website and position your product as the ideal solution!
Answer these questions using my Lean Landing page Canvas (free template, no opt-in)
Find these insights using your demo recordings
You need to be aware of these as these are the things keeping them from taking action and if used properly you could turn them into a "motivation" to convert!
Now that you understand the principles behind this process I think you are ready to try it yourself.
I've created a Lean Landing page canvas that I use myself to turn all of these thoughts and questions into an organised document that I can easily turn into a Landing page.
Make a copy of the document and try it out: Here's the free template (no email opt-in)
(you'll need this for the next step)
If you answered/filled the Lean Landing page canvas I gave you you'll have most of your content defined!
Turn the that content into a page by following the structure/formula I created for my own use.
I've spend a couple years developing this formula but I now use it with all of my projects and it works REALLY well.
I think you'll love it because it's proven. It's something that worked time and time again and you can use it yourself without the pain I went through to create it.
Check the entire Landing page formula I use - free template (no email opt-in)
Did everything I mentioned above? Great... lets put it all together.
You could use the canvas to get the content and the cheatsheet to get the design...
Guess what? It's all you need :)
This is pretty easy if you follow what I call "The Headline approach".
1) You simply follow the structure from my cheatsheet and define the headlines of each section.
2) You write the body copy that explains a big more of what you mentioned in the headline to support it.
Let's face it... People WON'T read everything.
They will only read what interests them so it's important they can understand everything with the headlines and if they need more info they can read what's below the headlines.
To be honest, if you had a designer doing this, this would be their first step...
(I know... I started of as a designer and I've worked with many).
If you've made it this far your already have all of your Landing page defined.
You simply need to use a pretty template or have your designer make it look nice and presentable.
I can do this process myself because I still have my design skills (and maybe you do too).
What are you waiting for? Get your canvas and the cheatsheet and get started!
Just don't start with the last step of making it pretty ;)
There's one way you can skip these steps...
You can let me go through them for you (or with you).
At the end of the day I'm the one that created the framework you're learning from atm so who would be best to help you execute on it?
I think you know the answer... See if you qualify here
What if I could do this for you?
I can listen to the calls (with an outside perspective), I can write all of the content and I can even the design the pages so they are ready to convert more of your visitors into customers.
How much would this be worth to you?
Having someone with a proven process and insights from a lot of other B2B SaaS companies? What works and what doesn't...
Let's find out if we're the perfect fit... Schedule a free strategy session here
There's another option.
I can teach and guide your team through this process so you can easily optimized your website and better yet, your team will be able to follow this process whenever they need to do so in the future.
I can help them reduce the time they take to redesign things...
And I can help them optimize for better conversions...
How much would be that worth to you?
Let's find out if we're the perfect fit... Schedule a free strategy session here
Since it's likely I can help turn more visitors into customers (see if you qualify here) then it's likely I can provide a huge ROI on my services.
Let's schedule a quick call to figure out:
Sounds like a plan? Book your free strategy session here
