SaaS Landing Page FAQ: What Most Businesses Don’t Know

These SaaS landing page FAQs come from Google advertisers with over 50+ years of aggregate experience.

SaaSs looking to send paid traffic to their Landing Pages know that most of the conversion journey happens after the user clicks the ad.

Outside of conversion tracking and analytics, most businesses are left in the dark about what a good landing page looks like. 

This is a short resource aimed to help your SaaS answer basic questions about landing pages to point your SaaS in the right direction.

How Many Landing Pages Should I Have For My SaaS Campaign?

You don’t need a SaaS landing page per ad group, audience or keyword.

No matter what the product is or what advertising channel is used, start off running ads for the audiences and keywords most likely to convert.

This means that a single, core SaaS landing page should be enough.

Often this is a version of your SaaS home page that is aimed to convert.

Here’s a good starting point.

When to use multiple SaaS landing pages

From the beginning, the only time I would recommend using more landing pages is if you are bringing multiple intents to your website.

The main intents include transactional (close to conversion), informational (asking a question, non-informed), competition (looking to compare to competitors).

Those looking to send traffic other than transactional traffic to their SaaS landing pages might consider creating pages with different offerings/content.

Growing your SaaS campaigns

Finally, as your campaign matures advertisers will notice specific keywords/audiences performing very well.

This is an opportunity to optimize by creating more SaaS landing pages tailored to those searchers.

For search, this includes creating duplicate pages that include high-performing keywords.

Google will reward you for relevance with higher volume and cheaper clicks.

You future SaaS users will reward you by converting more often!

Should My SaaS Landing Page Be My Homepage?

Often advertisers will use SaaS landing pages as the home page. 

If your landing page is built to convert and has CTA buttons on it, it may do the trick at the beginning.

Take for example, these two results from the search ‘Easy Automation Tool.’

The first uses their homepage which isn’t terrible.

However, when showing for “easy automation tool” don’t offer “Watch Webinar” as the first conversion. Not to mention, they have 3-4 conversion offerings on the first look.

Either they are showing on the wrong keywords or need to slightly rework their landing page.

A good example of a SaaS homepage as the landing page

Here, the search was “walmart keyword tool.”

This landing page is geared perfectly to convert for that keyword and a few others.

What’s great is that they have consistent conversion buttons, text that explains specifically what they do and great feature/benefit sections below.

Should You Build A SaaS Landing Page?

If the SaaS landing page you want to use is an existing page on your site, just make sure it is set up to convert and is easy to read.

As a rule of thumb, don’t send users to a basic blog page or ‘about us’ page.

It’s recommended that you look at your competitor ads and compare your SaaS landing page to theirs. 

If your page is significantly different from their SaaS landing pages, it might be time to rethink it.

What Should My SaaS Landing Page Have On It?

Search Click Boom has a longer article about the essential components of a SaaS landing page but in general here is what your landing page needs:

• Uniform intent
• 1 clear headline
• 1-2 Short Subheadings
• Lead capture with clear expectations
• CTA that matches lead capture
• Badges/client logos to build trust quickly
• Platform imagery

If you are able to get most of these while avoiding visually overwhelming the user, then you will have a good starting point.

Should I Have SaaS Platform Imagery On My Landing Page?

Absolutely. Since your SaaS depends on the user interacting with your software or app, having platform imagery on your landing page is a must.

Platform imagery can reinforce features and benefits and convey capabilities in an easily digestible way for users.