Why SaaS Landing Pages Suck (And How To Fix Them)

Updated: Jan 23

Have you ever...

Walked on water? Sawn a person in half? Or pulled a rabbit out of your hat?

I know I haven't. I know nothing about magic and I'm certainly not a mistress of illusion.

But so many people think writing SaaS landing page content is like a magic trick. They imagine it to be a simple process that requires very little effort.

They think all you have to do is click your heels, wave your little wand, and… Voila! You've got beautifully written, persuasive copy ready to break every conversion metric the world has ever seen.

But, copywriting doesn't work this way. And because people think it's so easy, landing pages are paying the price.

But, SaaS landing pages don’t have to suck.

Think of it like baking a cake. You need flour, eggs, sugar and other essential ingredients to ensure your cake bakes correctly. And when it comes to writing innovative landing pages, there are essential copywriting elements required to ensure your copy converts.

Today I’m going to show you what ingredients are required to cook up the best landing page copy for your business. I'll go into what you need to keep in mind when writing to help you produce sizzling hot copy that compels readers to act.

The copy on your SaaS landing page is your online salesperson. Every word you write needs to count.

Forget about Loren Ipsum or placeholder text. If you want people to stop what they're doing and pay attention to your offer, you need copy that compels them to do so.

Have you ever walked into a store and been charmed by a superb salesperson? I mean the kind of salesperson you felt privileged to purchase from.

The kind who listened, answered all your questions, and presented you with the best options for you - not with the option that would bring him the highest commission.

Think of your sales copy in the same way. It's like the beginning of a conversation between you and your ideal customer. And like any delightful conversation you have to talk to him; not talk at him.

Based on what your copy says, customers will either click off the page or whip out their credit cards and buy from you in excitement.

You want to keep your customer's attention and inspire him to take action. Your copy has to spark curiosity and make people want to know more. And it all starts with the headline.

Blow them away with your headline.

The great advertiser, David Ogilvy, said 5 times as many people read your headline as read your body copy. He also said that writing your headline is like spending 80 cents out of your dollar.

So your headline needs to be mind-blowingly good (no pressure:).

But, don't fret if you haven't learned much about writing an attention-grabbing headline. Professional copywriters use formulas all the time to make the job easier.

Here's an extensive list of 51 headline formulas that have been proven effective.

A common practice is to try out a few formulas and write 15 - 20 different headlines. Then select the best one.

CoSchedule also has a valuable tool that analyzes headlines. So, after you've done the exercise above and come up with some options you can use their tool to make sure you select the best choice.

You're not selling your product or service. You're selling prospective customers a better version of themselves.

People don't really want to buy your product. They're not sitting at home on the couch and thinking of ways to blow their hard earned money.

If anything is true, it's the opposite. Recent circumstances have made people more interested in saving than spending.

Focusing your entire message on your product is a mistake. Instead, tailor that message and tell people how they will benefit from your offer.

Your customers are searching for ways to enrich their lives. They don't care about the solution you offer. They only care about how it will benefit them.

Join the conversation already happening in their minds.

Imagine you're at a party having an interesting conversation with a fascinating person. Then all of a sudden someone interrupts. And instead of joining in on the conversation you're having, this stranger changes the subject and begins talking about a completely unrelated topic.

What would you do?

If you're like most people, you'd probably politely excuse yourself and slip away to another corner of the room where you could continue your conversation in peace.

Online copy is the same way. Your goal is to join in on the conversation the customer has going on in her mind.

Who is she? What are her goals? What are her dreams and ambitions?

These are the questions you need to keep in mind when writing your sales copy. Then use the copy to position your product or service as the solution.

Your copy is not about you… it's all about them.

Your copy is about your customer.

She is the star of the show. She is the heroine soaring across the sky. Your product is merely a solution that makes it possible for her to save the world.

Think about Batman for a second. He had the cool car, all the gadgets, and Robin as his sidekick. But Batman was the star of the show. It was all about him.

I said it before and I'll say it again - your customers don't care about you. They care about improving their lives - not about your product or service.

If you’re not clear and specific people will not understand your message.