Creating the best SaaS landing page doesn’t have to be hard. After looking at thousands of SaaS LPs, we’ve compiled common elements and great examples to highlight their best uses.
The Most Important SaaS Landing Page Elements With 19 Examples
If you’ve read our guide to building your first SaaS landing page, then you are familiar with the fact that the best landing pages use the same elements to convince users to buy their SaaS.
Those SaaS landing page elements include:
- Uniform intent
- 1 clear headline
- 1-2 Short Subheadings
- Lead capture with clear expectations
- Badges/client logos to build trust quickly
- Platform imagery
Best SaaS Landing Page Elements & Examples
You won’t be able to copy a SaaS landing page from another industry but with enough good examples for each component, you should be able to construct a page that does the trick.
For the first 90% of this article will be focusing on what the user sees before scrolling.
At the end this post will touch on ways to add depth to your SaaS landing page.
Creating Uniform Intent On Your SaaS Landing Page
Keeping unified intent in SaaS is harder to describe and easier to implement so in this section, the landing page examples will do the talking.
The best SaaS landing pages have clear intent
Zoho Desk
Focusing on intent, the keyword searched was “help desk software.” The ad copy had the keyword in it and so does this SaaS landing page. Good start.
The page shows features/benefits that are relevant to the low funnel search term. Some of them are common to the industry and some help them stand apart.
The navigation in their header is also tailored to the transactional intent of this keyword. The only links are features, pricing and blog (which could be omitted).
Zoho thins these options down from their normal site navigation:
This allows the user to stay on intent and not get distracted.
Fleetio
Fleetio’s landing page shows after searching “fleet management software.”
The amount of information the user is able to ingest when landing on this page is awesome.
This keyword is low funnel but it’s a larger value of sale so the advertiser accommodates by offering more ways to sell on this SaaS landing page.
The social proof, 2 ways to convert, and video give the user many ways to gain confidence in the platform since the keyword was of transactional intent.
Examples of SaaS landing pages with bad intent
WorkSoft
The search for this landing page was “easy automation tool.”
This is a benefit-focused search term with transactional intent. The main conversion should be working towards converting the user easily.
Making the main conversion “watch the webinar” is both unclear (what’s in the webinar that the user needs to see?) and inherently not easy.
It’s also bad form to feature a company-news headline.
This company probably shouldn’t be showing up for this search in the first place.
ManageEngine
ManageEngine targets the keyword “network monitoring tool” with this landing page.
The issue is, this keyword is a low funnel term, yet this page feels like a Wikipedia page (meant for informational searches).
However, most of the information on this page is definition-oriented.
There’s no clear action that the site wants the user to take.
I expect that since ManageEngine is a major player in the industry that they can get away with this. I would not do this on your landing page for low-funnel terms.
Components of the Best SaaS Landing Page Headlines
Intents are a more complicated concept to grasp. But the Headline on a SaaS landing page can be simple.
Jobber
Air on the side of simple. Match the headline to the keywords. Some companies are able to create headlines that embody the intent while getting more creative. However, many advertisers miss the mark on this.
Don’t waste that space on something abstract. Jobber does this well.
Uptrends
This example of Uptime nails the response to the keyword “Website Downtime Monitoring Tool.”
The headline on this SaaS landing page makes it easy for the user to decide where they should start. The headline includes the keyword, assuring searchers they are in the right place.
Finally, it takes a small creative liberty to be more impactful with the extension of “that delivers results.”
Subheadings On Your SaaS Landing Page
Whatfix
For the term “product analytics software,” WhatFix has a landing page example that nails it at first. However, I believe the UX hits a wall with the subheading.
Visually, a big block of text will throw off a percentage of viewers. The rest of the page is easy to digest, so why is the subheading so thick?
If you break down the subheading, you will see the first sentence is about working with Microsoft, which is visually noted at the bottom.
I would test swapping the next two sentences out for two bullet points that cover the same information in less time:
- Capture product & user data without engineering support
- Execute with rich visualizations & in-app guidance
Accompany those with small product images or icons and you change the UX completely.
Uptime
Uptime hits the keyword on the head with the headline and takes the space allotted in the subhead to elaborate a key feature. Simple and works with the platform imagery on the right.
For “white-label SEO analytics” AgencyPlatform packs a bunch in their subheadings.
This is a good example of a SaaS landing page taking bulk content and formatting it well. With solid visual hierarchy, it guides the user’s eyes over small chunks of content down the page.
Setting Expectations & Showing Value With Your SaaS Lead Capture
ElfSight
This example shows how ElfSight perfects their “Popup Builder” SaaS landing page.
The user clicks ‘try demo’ and they are literally taken into a demo on the same page.
As a rule of thumb, for a conversion to happen the user has to feel like they know enough about the platform. They must also understand what will happen after they complete the conversion.
Lesser conversions like entering an email require less expectation and value setting.
More intense conversions (purchases, meeting bookings) require more information and clearer expectations.
ElfSight goes above and beyond with allowing the user to test the software on page without asking any information of them.
Anvyl
Anvyl’s answer to a lead conversion on their “supply chain tool” SaaS landing page is simple but still effective.
The lead capture is simple but valuable for both parties. Just name, work email and company name. Enough info to make the lead valuable to Anvyl but it’s not too invasive for the user.
Anvyl’s landing page has product images, social proof, trust badges and descriptions all at first glance.
The conversion page clearly explains that the user is getting a customized demo and furthers the sale with more trust badges.
Catchapp
Many pages will have the user go from the landing page to a “contact us” or “free trial sign-up” page that will have just the form and no explanation of why the user needs to enter their information.
Catchapp commits the aforementioned no-no.
Clicking the “Free Trial” button takes the user to a page asking for email without telling anything else.
No mention of trial length. No mention of what features the trial has.
Building Trust Quickly On Your SaaS Landing Page
SaaS Testimonials Examples
Kustomer
Kustomer goes big with their testimonial cards.
What’s nice about this example is that there’s an image, which makes the review personal. Kustomer also effectively tells a lot about the platform before the user even looks at the review.
It’s debated whether or not such a long-form testimonial should be that high on the page but that’s what A/B testing is for.
Examples of Good SaaS Reviews On Landing Pages
Atera
A personal favorite is the use of review badges with star ratings. Firstly, The star ratings display some social proof to support the Atera SaaS.
In addition, having the review site badges above each rating doubles as a trust badge.
This adds authority with very little space used.
Strive for this if you can.
SaaS Landing Page Trust Badges
ZenDesk
Zendesk has three simple trust badges on their SaaS landing page but they are more powerful than you think.
Without these, the page would look naked.
What’s funny about these badges is that they are almost expected in some industries.
Yet, most users aren’t going to know what these badges are or if they have any significance (they might not even consciously notice them). The badges do play an important role in the subconscious of the user, though.
Displaying Your SaaS Clients On Your Landing Page
Sogolytics
Simple & subtle, the client list at the bottom of this landing page screen gives this SaaS authority.
Landing on a page that proudly shows former/current clients puts some reputation behind the SaaS brand.
Note that they don’t have to be known clients as they are in this example.
Miscellaneous SaaS Stats
Moengage
This omnichannel marketing platform Landing Page has a simple first look.
What builds trust in this brand from the get-go (besides the 60% engagement claim)?
The stats at the bottom build confidence before the user even digests their information.
Additionally, they convey that the platform is dealing with a lot of data, which Moengage wants to impress the user with.
Sometimes you’ll see stats of “recent successes” that display revenue earned for clients or ROI.
Platform Imagery: The Most Powerful Tool For Your SaaS Landing Page
Platform Imagery In The Heading Of SaaS Landing Pages
Emarsys
All product imagery doesn’t have to be a screenshot of the platform.
Users will see many examples of platform imagery that utilize illustration to simplify the functionality of a SaaS interface.
Emarsys uses this technique effectively. The user is able to see what types of data are available in the platform and get an idea of the frontend and backend experience all in one glance.
What’s more powerful than that?
Samsara
If you don’t have the resources to create a fancy illustration of your platform. Take a page out of Samsara’s book and take a screenshot (or better, a gif).
Samsara forgoes the use of a subheader in favor of showing the platform. Arguably, this landing page example is a very powerful alternative.
The gif is captivating because of the motion. Better still, this dashboard view allows the user to get a phenomenal grip on what is offered after the conversion. All without scrolling the SaaS landing page.
Images of the platform can highlight SaaS features/benefits
New Relic
Screenshots can add context to features and benefits.
New Relic uses screenshots in conjunction with descriptions of the SaaS’s features to help visitors further understand how the features function on their platform.
You’ll notice many SaaS landing pages feature similar examples to this.
Go Forth And Build Your SaaS Landing Pages
No landing page is 100% perfect so the main goal of this post is to give you building blocks to assemble your own page and test from there.
Take each of the strengths identified in this post and try to apply them to your page. Hopefully there were examples of easy-to-deploy assets so that you can get your landing page going fast at at low cost.
Start getting your SaaS customer today!
Thanks for reading.