SaaS Landing Pages: Strategies and Tips to Create High-Converting Landing Pages for B2B

Susanna Zakaryan
22 March 2023
5 min read


It is pretty difficult to keep users’ interest or convince them to trust you. Every word, button, or color can repel a potential user. Therefore, it is vital to work out every detail of the mechanism and not to be afraid to experiment. In this blog post, let's do a deep dive into the world of UI/UX from the perspective of creating great B2B SaaS landing pages.

What is a SaaS landing page?

A SaaS landing page is a stand-alone web page designed for the sole purpose of promoting and selling a specific SaaS product. The SaaS landing page is essential for your SaaS business to attract, engage, and convert potential customers. It plays a crucial role in the product’s overall marketing and sales strategy.

If you want a high-converting and profitable page, help your users feel important and comfortable. To achieve that, here are tips about how to improve your user’s journey.

Crucial components of a SaaS landing page

There are plenty of ways to organize your page and make it attractive. Here are some tips for you.

Personalization: To effectively target your potential customers, it is important to have a clear understanding of their demographics and online behavior. Creating personalized content might involve creating multiple landing pages that are tailored to different buyer personas. You can also use dynamic text replacement to customize your content based on specific keywords or geographic locations. 

Mobile-first design:  Mobile devices are becoming the primary way that users access SaaS products and landing pages. To ensure that the landing page is optimized for smaller screens and touch-based interactions, make sure you prioritize mobile-first design. 

Artificial intelligence (AI): To enhance the user experience, AI is applied in many SaaS products. You can integrate AI elements like chatbots, natural language processing to improve the functionality of the page.

Accessibility: Designing accessible SaaS landing pages is key. To make sure landing pages are accessible to all users, including those with disabilities, designers should think about including features like screen readers, keyboard navigation, and color contrast options.

Data privacy:  Data privacy is becoming increasingly important to users. Designers incorporate features like end-to-end encryption, data anonymization, and GDPR (General Data Protection Regulation) compliance into their landing pages to protect user data.

Common mistakes landing page designers make that cause high churn rates

Engagement rate is an important metric for businesses, especially those that offer subscription-based services since it can help to measure customer satisfaction and loyalty. Your Landing Page can be an introduction to your company and product, so be careful not to bore and tire.

Here are common mistakes UX designers make while creating a SaaS landing page;

Confusing navigation: Users are more likely to give up on a landing page and explore alternatives if they can't find what they're looking for easily or have problems navigating it.

Slow loading times: Users could give up on a landing page if it loads slowly or responds slowly, which can irritate them.

SaaS UI/UX designers may lower churn rates and attract more users over time by staying away from these mistakes and putting the user experience first.

Structure of the Landing Page

Hero section: attract to win
The hero section. In this part, you answer what pain points you solve, what you offer, and what value you bring to potential users. Next, add an attractive image or video to the “above the fold.” For B2B SaaS industry, video is preferable as the statistics have shown that it is more likely to boost the ROI (statistics source is Unbounce).

Clear Features and Benefits, Hero video of the platform, clear CTA.

Strong subheadings are very important, hence they should be

  • brief and to the point
  • as specific as possible
  • relevant to the content
  • focused on benefits of yout product

Also, you can use powerful verbs such as “Unlock,” “Discover”. Use a CTA as well.

Social proof: show real greatness
People need proof to believe your service is worth their time or money. Social proof is one of the most effective ways to demonstrate your service/product, especially if you use video testimonials. Users like to see real people that are talking about the product they consider buying.

Providing social proof in order to build trust.


  • Testimonials
  • Reviews and ratings
  • Famous endorsements
  • User-generated content
  • Social media shares
  • People that reflect your target audience

Features/Benefits: bring excitement / the value they get:
The undeniable pain point that each feature was created to eliminate.Show your users how some of your features will make their lives easier or how some of those features will help cut costs or save time. People are here for the value you bring. Hence, it’s key to make this section about potential users, not about your brand or your company. Highlighting the unique features and benefits of your SaaS product can help differentiate it from similar products in the market. This can make it easier for potential customers to see why your product is better than others they may be considering.

Presenting features that will make users lives easier.

FAQ: answer beforehand:
FAQ helps to address the objections your potential consumers may have. This section allows visitors to find the info they need without having to contact you directly through email or live chat. ​​A comprehensive FAQ section can demonstrate your company's expertise and transparency and help build customer trust and credibility. 

Contact form: easy to reach out to:
This way you collect the information you need in a non-threatening way. By providing a contact form, companies can make it easy for visitors and potential customers to get in touch with them. This can help build trust and credibility with the audience, improve customer satisfaction, and generate leads or inquiries for the business. Additionally, a contact form can help reduce spam and other unwanted messages by providing a structured and secure way for visitors to submit their information.

Call-to-action (CTA) buttons: inspire action:
Be clear on what action you want them to take next. A CTA can provide clarity by clearly communicating, reducing confusion and uncertainty.

Leading to action with clear CTAs - all navigating to the specific platform.

1. Placement:

The placement of your CTA should be prominent and easy to find. The most common placement is above the fold, where the user can see it without scrolling down. However, you can also place the CTA at the end of your page after you've provided enough information to convince the user to take action. It's also a good idea to place the CTA in multiple locations throughout the page to ensure that visitors don't miss it.

5. Test:

Finally, it's important to test different variations of your CTA to see which one performs the best. A/B testing can help you identify which colors, design elements, and copy work best for your target audience. Make sure to track your conversion rates and adjust your CTA accordingly to optimize your landing page's performance.

2. Colors:

The color of your CTA should stand out from the rest of the page, and it's recommended to use colors that complement your branding.

3. Design:

The design of your CTA should be visually appealing and easy to understand. Work with a copywriter to create clear and concise copy and make sure the CTA button is large enough to be clicked easily. It's also a good idea to include a visual element, like an arrow or icon, to draw attention to the CTA.

4. Copy:

The copy of your CTA should be action-oriented and specific. Work with a copywriter to use phrases like "Get started now" or "Sign up for free" to encourage users to take action. Avoid using generic phrases like "Click here" or "Learn more," as they don't provide enough information about what the visitor will get by clicking the button.

Overall, optimizing the placement, colors, design, and copy of your CTA can significantly improve your SaaS landing page's conversion rates. Keep these tips in mind when designing your landing page to ensure that your CTA is effective and encourages potential customers to take action.

No distraction: keep the focus:
Limit distractions by limiting exit opportunities (i.e. header/footer menus).Give the customer a chance to concentrate on learning more about your product and take one specific action, you can’t have everything at once.

Keeping the focus with clear messaging, white space, attractive hero section and visuals.

Product video: sell the invisible:
Show visitors what it looks like under the hood. SaaS products can be complex and difficult to explain with just text or images. A product video can communicate complex information in a way that is easier for viewers to understand.

A video:

  • Builds trust
  • Engages customers
  • Explains the need

Live chat: assist in real-time:
Provide a way to offer immediate support. Live chat can improve the customer experience by providing a convenient and fast way for visitors to get assistance. It can also help reduce frustration by providing quick and accurate answers to their questions.

User experience: make it smooth:
Fast page load, mobile-responsive, flawless layout.
An intuitive user experience can make a strong first impression and increase the likelihood that the user will engage with the product or service.

Tracking: follow to identify:
Tracking user behavior allows SaaS companies to collect and analyze metrics related to the landing page's performance. This includes statistics such as conversion, click-through and engagement rates, and other important indicators of the landing page's effectiveness. The best tool for viewing all of the insights and metrics is GA4 (Google Analytics 4).

Color psychology: please the eye:
Color can be used in design to set a certain tone or atmosphere and to help focus attention on particular aspects of the design. It can help to create a more engaging and effective user experience. By considering your branding, contrast, emotional response, readability, and accessibility, you can choose colors that convey the right message and help convert visitors into customers.

Pleasing the eye with smooth and memorable design, assets (colors, visual elements, videos)

By following these strategies and tips, designers can create SaaS landing pages that are effective in attracting, engaging, and converting potential customers, ultimately leading to increased revenue and business growth. To learn more about the importance of UX/UI design, key trends this year and the best examples of SaaS Landing Pages, check out our blog