- Do I got a loud shirt on? Can you hear it?
Can you hear the (shirt crinkles)?
(upbeat music)
The five critical pages that you need to nail
when building your SaaS software website.
Now, if you've ever tried to design a new marketing site
maybe you were frustrated with just the fact
that you need to write all the copy
and you're like, "I don't really do this well
"and what's good copy and how is it conferred."
And all these things or maybe you've got your designer
and he's trying to show you all these
fancy parallax scroll, different transitions, animations
and you're like is this really going to help the customer?
Or you just feel like you don't have enough information
or there's key things missing to turn it
into a high converting site.
I'm going to show you today the five pages that are must
and the questions that need to be answered on each page
to really help somebody that's visiting become
a prospect and eventually a customer.
And it works for 80% of the time and it will create,
trust me, a very high converting site
for your software product.
Now, I've been lucky that I get to
analyze websites all the time.
I coach hundreds of entrepreneurs
and I've looked at probably at least
1500 different SaaS products.
There's the SaaS1000.com list,
there's the Montclare 250 SaaS list
and I've gone through many and many other ones
and I wanted to figure out what do all the pages
have in common and how do they really dial
in their messaging, the way they display their product,
their features, the way they talk about their team.
And I've really built out a framework
that helps entrepreneurs get clear.
The other day I was on a coaching call
with a entrepreneur that had a video product
and when I asked them I said them
I said okay well who do you serve?
And he's like enterprise companies.
I was like Fortune 2000? Yep.
Alright and what problem do you solve for them?
He explained make, creating social media clipped videos.
Alright, cool and how do you do that?
And he talks me through his process and his software.
Okay I got a clear understanding of who the customer is.
Then I said alright let me go to the website
and see what I find out.
Soon as I open up the positioning is way off.
The language is not speaking to the problem that they solve.
Then I click the pricing page and I went on there
and I saw plans starting at $20 a month.
Well if I'm a Fortune 2000 company
I don't expect to buy software that anybody
else can just buy for $20 a month.
So the positioning was way off.
Every other page on the site in regards
to what they wanted to attract versus
what their site was designed and communicating
there were two different things.
So what I want to share with you guys are those five pages
and the questions you need to answer.
The first page is the homepage.
The homepage is where 80% of your traffic
are eventually going to end up to.
Everybody on that page are looking to answer one question.
It's real simple, do I need this? Do I need this?
I'm on the page does it speak to a product hook.
Does it have a promise?
Does it speak to me as a potential customer?
Do I need this? If it's not clear
If you show it to 10 customers
and ask them can you give us some feedback on
what you just saw and they were like,
"Well I don't really resonate with that.
"I'm not even exactly sure what you do or how you do it."
Then you're not hitting the mark on answering that
simple question of one, do I need this.
The second page and it's pretty much like a process
like page one, two, three kind of this
is the path that most users go through.
The second one is pricing.
And the pricing page is going to tell a story.
Whether you know it or not
your pricing page tells a story to the prospect.
And the question they're gonna ask themselves is,
is this for me? The first homepage says do I need this
the second one is is this for me?
Is this design by the names you use
for describing your plans, to the price you're offering
to the features that you talk about.
It's going to answer that question, is this for me?
And if you do it wrong you could actually have
qualified, interested, ready to go customers
with a credit card out and push them away
because you've misunderstood that page
and the question it needs to answer. That's the second page.
The third page is the features page.
The features page is a longer list from
just the pricing page or maybe on your
homepage you might have three core benefits.
The features page really answers this
big question of does this solve my problem?
If I'm in the market to buy an email automation software
and I know I use certain products today
and I wanna integrate them.
On the features page I should see some language
or some information around those integrations.
I should see potentially other customers like me
featured in testimonials talked about on each feature
to know that people like me buy that software.
And to me if you don't put that there
then they're not gonna get the answer
to that question, does this solve my problem
in regards to where I'm at as a company.
So make sure that on your features page
which is a more detailed, longer list
of all the different aspects of your product
that it answers that for your core customer.
The fourth page is your about page.
And I gotta be honest with you
I get entrepreneurs sending their SaaS software marketing
sites all the time and I would say 80% of time,
which is crazy to me, they don't have an about page.
And I don't know about you but if I go to a marketing site
if I go to any site for any product, for any service,
and I can't find an about page
that talks to me about who's behind this site
then I just don't have a lot of trust
in investing in the solution because the last thing
I want to have and anyone's that been using online services
for awhile you know they go away
if the team can't make money.
If the team doesn't care about it,
if they get acquired for whatever reason
they shut down the service.
So if they can't answer this one question can I trust them?
Can I trust the people that built this product?
If there's no about page the answer
is I don't know who's there so I can't trust them.
The other day a friend of mine showed me this site
that allowed you to encrypt information
and send it to a friend and they could open it up once
and see it and copy it so that way you could share via email
or share via social media an encrypted password
or whatever it is. There was no about page.
And I don't know about you but I think it's just hilarious
that somebody was probably encrypting all these passwords
and folks were using it to send all this along
and I bet they were logging it somewheres.
Again I don't know but if I don't know who's behind it
and I can't answer the question can I trust them
then why would I use it?
And I think your customers that are visiting your site
are asking themselves that question.
And then the fifth page is the blog and here's why.
A lot of you guys are thinking well it's because
of inbound marketing and I create content
and that's how I create SEO
and I publish it on Facebook
and different things and I get traffic.
It's actually not for that.
The blog and that's why it's important
if there's a timestamp that you don't have
the last post being posted nine months ago.
'Cause if I go to the blog and I see
that you haven't updated it in nine months
then I'm gonna ask myself are they even in business still?
But this is the question that the blog answers
is are they innovators? That is the ultimate question.
If I'm gonna invest in a software
and I trust that you know how to solve that problem
and you've built a list of features that resonate
with helping me overcome that challenge
the next question I'm gonna ask myself is
can I trust that over the period of me using this product
that you're going to innovate and build a better product.
And if I don't trust by the content
that you guys are subject matter experts
you're deep in the trenches
that you think about the edges of this problem space
and I can see that the way you think is aligned with
what I would hope to see in the product.
If I can't find that answer
and somebody else can give to me all things being equal.
I'm gonna go with their solution.
I'm gonna go with your competitors solution
because I want to invest in a product
where I feel the team are progressive innovators
and their gonna bring me the future
without me having to ask for it.
So that I don't have to be switching off their platform
in three years because they didn't keep up with the times.
And that is the question the blog answers.
So, real quick and I know that one of the myths
that people have is that well, I need to act big
and I need to add all this content
and our site has to be super involved in all
these different case studies.
And that's true over time but in the early days
when you're still trying to get to the million,
two million annual reoccurring revenue for your SaaS product
you just need to dial in those five pages
and make sure that they deliver.
And truthfully, I think the world is moving to more
of an artistry and a craft type of mentality
and they would rather see a team of five dedicated,
focused people on the about page with the team
and beautifully made in the country your in
and a blog that shows your thought leadership
and your expertise. That is more interesting than
the perception of you being a big corporation
that if I call support I'm gonna get some person
that just got hired two weeks ago
and doesn't even know how to support the software properly.
So that is what I would say is one, dial in your homepage
make sure they can answer the question do I need this.
The second is make sure the pricing page
answers is this for me.
Third is your features page
just answering the questions does this solve my problem.
Four make sure that you get your about page
answering the question can I trust them.
And then finally five the blog. Being a rockstar.
Being a thought leader. Being an expert.
And really answering the question are they innovators?
If you do those five pages extremely well you
will have a high converting SaaS software marketing site.
I hope this video finds you extremely well
and I challenge you to live a bigger life
and a bigger business. I'll see you next Monday.
If you liked this video be sure to subscribe to my channel
for other information on how to grow
and scale your software business.
I'd also encourage you to join my newsletter
for other private invite, exclusive contests,
and free training and if you're ready to get going
I got two more videos queued up and ready to go.
I will see you next Monday.