The most common pain points, in no particular order:<\/p>\n\n\n\n
- \n
- I have a new problem and I don\u2019t know how to solve it<\/li>\n\n\n\n
- My current provider isn\u2019t a good fit (or isn\u2019t a good fit anymore)<\/li>\n\n\n\n
- I keep hearing about [your brand] but I don\u2019t know what it is. I should look into it.<\/li>\n\n\n\n
- We need to reduce expenses. Are there cheaper platforms out there that still do what I need?<\/li>\n\n\n\n
- There are so many brands to choose from. How do I figure out the right fit for me?<\/li>\n\n\n\n
- Can I integrate X process into my Y platform?<\/li>\n<\/ul>\n\n\n\n
There will probably be some more niche-specific ones, but these are the general themes you\u2019ll need to cover. The better your website can do this in an intuitive way, the greater engagement you\u2019re going to see.<\/p>\n\n\n\n
Meet the minimum or perish<\/h2>\n\n\n\n
To do this effectively, there are 7 types of landing pages that all good SaaS websites will have. To see examples of these in action for your niche, take a look at the websites of your strongest competitors.<\/p>\n\n\n\n
You\u2019ll quickly see what they\u2019re doing effectively and how they\u2019re using each of these page types to guide the user through their journey.<\/p>\n\n\n\n
Those 7 different SaaS landing page types, which we\u2019ll get into in more detail below, are:<\/p>\n\n\n\n
- \n
- Product landing pages<\/a><\/li>\n\n\n\n
- Industry pages<\/a><\/li>\n\n\n\n
- Services pages<\/a><\/li>\n\n\n\n
- Features pages<\/a><\/li>\n\n\n\n
- Comparison pages<\/a><\/li>\n\n\n\n
- Alternatives pages<\/a><\/li>\n\n\n\n
- Integration pages<\/a><\/li>\n<\/ol>\n\n\n\n
Product landing pages and supporting subpages<\/h2>\n\n\n\n
Easily the most obvious of the 7, product landing pages show off your product features and the key pain points it addresses. They explain why your product exists in the first place and how using it will make their life easier. You\u2019ll want to use small blocks of text and offer plenty of visuals so this content is attractive and easy to consume.<\/p>\n\n\n\n
Of course, the challenge there is providing enough information without every page looking like an essay. The best way to achieve this balance is by keeping your product pages succinct, then adding a second layer of pages that go into more detail for those who are interested.<\/p>\n\n\n\n
We\u2019ve all had that frustrating experience on a website before. You\u2019re looking for a solution to a specific problem, you\u2019re looking around and feel like you may have found the ideal product. They gloss over the exact feature you\u2019ve been searching for. . . then they just move on. No more info, no details. Even worse, if you want to know more, you have to talk to the sales team?<\/i> That\u2019s a hard no.<\/p>\n\n\n\n
So what do you do in that situation? You leave the website, go back to the search results and continue your search elsewhere. Even though that product may have been the ideal fit, there\u2019s just no way to know without becoming part of their sales funnel.<\/p>\n\n\n\n
That\u2019s where these subpages come into play, making sure your website offers delight and engagement rather than frustration.<\/p>\n\n\n\n
Industry pages<\/h3>\n\n\n\n
Most SaaS products have a collection of different use cases, generally based on different industries. For example, if you\u2019re a time tracking platform, the way a freelance writer uses your product will be very different to how a marketing agency may use it. That agency would use it in a completely different way to a law firm and so on.<\/p>\n\n\n\n
By creating separate pages for each of your core industries, you\u2019re creating content<\/a> that\u2019s so much more engaging and informative to each of those users. Rather than being limited to talking about your offering in general terms, you can offer recognizable screenshots, address their specific paint points and mention the integrations that are specific to them.<\/p>\n\n\n\n
Ultimately, these industry pages allow you to make it clear exactly how much easier their life could be with your software.<\/p>\n\n\n\n
Services pages<\/h3>\n\n\n\n
Most of your customers are aware of the problems they\u2019re facing but won\u2019t necessarily know the solutions available to them. Services pages help guide them through this part of their journey.<\/p>\n\n\n\n
Rather than talking about their industry or specific product features, these pages focus on a specific problem or task they\u2019re trying to achieve. MailChimp does a great job of this at the top of their navigation structure.<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/singularity.digital\/wp-content\/uploads\/2023\/02\/mailchimp.png\")
<\/figure>\n\n\n\n<\/p>\n\n\n\n
For users looking to expand their reach online, these two options are clearly relevant to them with zero prior knowledge. If I\u2019m a user that\u2019s looking for ways to market my business, these nav labels alone make it clear to me that MailChimp understands my problem and presumably has a solution. Clicking that nav item is pretty compelling.<\/p>\n\n\n\n
As for the type of content that goes into a service page, stick with the top-level problem solving. Now is not the time to talk about your product features.<\/p>\n\n\n\n
If you\u2019re a digital reporting platform, this is where you talk about the problems that clear, automated reporting can solve for your customers. How they can pull data from multiple sources and present it in an intuitive way for efficient meetings<\/p>\n\n\n\n
and effective decision making. You want people to visit this page and get FOMO, feeling as though they need<\/i> this solution because their current setup is a comparative gong show that\u2019s wasting time and money.<\/p>\n\n\n\n
It\u2019s all about the problems you\u2019re solving and the benefits being provided. If people want to know more about exactly what platforms you integrate with, link to a page Features page that talks about your integrations. If they want to know more about how your platform works for their industry, link to an Industry page that gives them screenshots and examples of that.<\/p>\n\n\n\n
See how this is all starting to come together and provide a complete, informative journey?<\/p>\n\n\n\n
Features pages<\/h3>\n\n\n\n
This is your opportunity to go into more detail about each of the key features of your product. As you might expect, Ahrefs does a great job of this in the SEO space<\/a>.<\/p>\n\n\n\n
Their platform is far too vast to cover on a single page and they understand that not everyone necessarily cares about every function. So, their Tools menu offers 6 different feature pages, showing off the 6 primary features their users might want to know more about.<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/singularity.digital\/wp-content\/uploads\/2023\/02\/ahrefs.png\")
<\/figure>\n\n\n\n<\/p>\n\n\n\n
Using this site structure, their home page gives me an overview of what their platform can do. If I want to know more about their Rank Tracker, for example, there\u2019s a whole feature page dedicated to the ins and outs of exactly how that works.<\/p>\n\n\n\n
Remember, these pages should be driven by user intent and search volume, not by what you want them to know. The idea is to showcase the chosen features in enough detail to be informative while keeping it succinct. Screenshots, gifs and videos can be far more effective than blocks of text at getting this point across.<\/p>\n\n\n\n\n
\n \nPages Your SaaS Needs<\/h3>\n \n
You don\u2019t need more pages, just the right ones. We break down which landing pages matter and why. If you want to talk through your site and see what\u2019s missing, book a call.<\/p>\n \n \n \n
- Industry pages<\/a><\/li>\n\n\n\n
- Product landing pages<\/a><\/li>\n\n\n\n