It’s not easy to convert traffic into customers for your software as a service (SaaS) platform. You have to educate your audience, demonstrate the value of your product, and make a case for why your platform is better than the competition.
There’s a lot to cover before you can make a sale. A landing page is the perfect place to do it.
A well-designed landing page is a powerful tool for converting traffic into customers. In this post, we’ll cover 11 best practices that will help you create high-converting landing pages for your SaaS platform.
1. Simplify your landing page
A simple design can be very effective, especially for a SaaS landing page. You don’t need to include a ton of information and visual elements.
In fact, if you do, you could overwhelm your traffic and make it hard for them to find the information they need to convert.
Instead, keep your landing page simple. Use a clean design, a few colors, and a few images or illustrations. Keep your copy short and sweet, and use bullet points to break up the text and make it easier to read.
Remember, you don’t need to include everything on your landing page. Your goal is to get your traffic to convert, not to tell them everything there is to know about your SaaS. For clearer messaging, see this quick guide on presenting with confidence
2. Use a single CTA
If you give your visitors too many options, they might not choose any of them. That’s why it’s best to keep your landing pages simple and focused.
A single CTA is a clear and effective way to guide your visitors to take the next step. You can use buttons, banners, or other elements to make your CTA stand out.
In this example, the CTA button is the first thing you see on the page. It’s also in a contrasting color to the rest of the page, so it’s easy to see. This makes it more likely that visitors will click on it.
3. Use a contrasting CTA button color
The CTA button is the action you want your website visitors to take. It should be the most prominent element on your landing page, and it should stand out from the rest of the page.
One way to make your CTA button stand out is to use a contrasting color. This will draw your website visitors’ eyes to the button and make it more likely that they will click on it.
The best way to choose a contrasting color for your CTA button is to use a color wheel. Find the main color of your landing page, and then look for the color that is directly across from it on the color wheel. This is the contrasting color that you should use for your CTA button.
4. Use directional cues
If you’re not familiar with the term, a directional cue is a visual element that guides the visitor’s eye to the most important part of the page. This could be a headline, a form, or a product image.
The most common directional cue is the simple arrow. You can also use the direction of a person’s gaze, the shape of a photo, or even a line of text to guide visitors where you want them to look.
For example, in the landing page below, the model’s gaze and the line of text both direct the visitor’s eye to the form.
5. Add social proof
Social proof is a powerful tool for SaaS companies. It can help you build trust with potential customers and show them that you are a credible, reliable, and trustworthy company.
There are many different types of social proof that you can use on your landing pages. Some of the most effective types of social proof for SaaS companies include customer testimonials, case studies, and reviews.
You can also use logos of well-known companies that you have worked with, or that use your product, to build trust with potential customers. This is a great way to show potential customers that you are a credible and trustworthy company.
6. Use videos and images
There’s a reason why 54% of consumers want to see more video content from brands they support. Video is the most engaging type of content and can help you quickly communicate complex ideas.
Images, on the other hand, can help you break up text and make your landing page more visually appealing. You can also use images to show off your product in action, which can help you convert more leads.
Just be sure to use high-quality videos and images. Low-quality media can make your brand look unprofessional and turn off potential leads.
7. Use scarcity and urgency
Scarcity and urgency are two of the most powerful tools in a marketer’s toolbox. When you give your prospects a reason to act quickly, they’re much more likely to convert.
There are a lot of ways to use urgency and scarcity on your landing pages. You could offer a limited-time discount, provide a countdown clock for a special offer, or showcase how many people have already signed up for your product.
The key is to create a sense of urgency without being pushy. When you do it right, you’ll be amazed at how much faster your traffic converts.
8. Use trust badges
Trust is a big factor in whether or not someone will convert on your landing page.
There are a few ways you can build trust with your landing page visitors, but one of the most effective is to use trust badges.
Trust badges are small graphics that show visitors your landing page is secure and that their information will be kept safe. You can use trust badges to show that your landing page is secure and that you are a reputable business.
In the example below, you can see that the company uses a “100% secure” trust badge to show that their landing page is safe. This can help to build trust with their visitors and can increase the likelihood that they will convert.
9. Add a chatbox
A chatbox is a great way to engage with potential customers who have questions about your SaaS product. It can also help you qualify leads and move them through the sales funnel more quickly.
If someone has a question about your SaaS product and they can get an answer right away, they’re much more likely to convert.
You can use a chatbox to ask a question and then provide a response based on the answer. This can help you to qualify leads and move them through the sales funnel more quickly.
For example, if someone asks, “What’s the price of your product?” you could respond with, “It depends on your specific needs. Can you tell me a little bit more about your business?”
You can also use a chatbox to ask open-ended questions and then use the responses to personalize the rest of the conversation.
10. Personalize your landing page
Personalization is a great way to make your landing page copy more relevant to your audience. For example, users of a two-sided marketplace often need tailored messaging, because buyers and sellers respond to different value propositions. You can use personalization to build unique landing pages for different audience segments, or you can use it to personalize the copy on your landing page in real time.
For example, you can use personalization to display a different headline and value proposition to people who are new to your website than you would to people who are already familiar with your brand. This can help you make a stronger first impression and get your audience to take action faster.
11. Add referral or affiliate program incentives to unlock conversion lift
One of the most underrated ways to increase landing page conversions is to tap into referral or affiliate incentives. SaaS buyers trust recommendations from peers far more than claims from brands, which makes referral-driven traffic some of the warmest, highest-intent traffic you can receive. When those visitors reach your landing page, they’re already primed to convert — which means even small improvements to the experience produce outsized ROI.
The best part? Referral and affiliate programs require very little ongoing investment. Once you set up the system, your customers can drive new sign-ups on your behalf. Tools like ReferralCandy make this nearly effortless by automating referral links, tracking rewards, and managing payouts. All you have to do is showcase the incentive clearly on the landing page: a headline callout, a small banner, or a simple “Invite friends, earn rewards” module can dramatically increase motivation.
Adding referral or affiliate incentives turns your landing page into a growth loop. Visitors don’t just convert — they bring more visitors with them. And that multiplier effect compounds over time. Understanding the nuances of involuntary churn can further enhance your landing page strategy by identifying and mitigating potential barriers to customer retention.
Conclusion
To increase conversions, you need to know your audience and what they want. Start with a strong headline and a clear value proposition, then make sure your page is compelling and easy to navigate.
