- At the heart of every go-to market strategy
for your SaaS business, is this one thing,
it's your landing page.
Now a landing page seems pretty, I dunno, harmless,
it seems pretty easy,
but if you get the landing page wrong,
it'll become a choke point for your business
and your growth and you won't even realize it.
Some of the best landing pages that I've seen,
particularly in SaaS businesses,
converted over 50%
which sounds kinda crazy but it's totally possible.
So in this video,
I'm gonna walk you through the nine things,
nine things that you absolutely must answer and address
in your landing page to ensure a high conversion rate,
and a successful and scalable go-to-market machine.
Intro.
(upbeat music)
What's up everybody, welcome to Unstoppable.
I'm TK and on this channel I help SaaS founders like you
grow your businesses faster
with an unstoppable strategy.
If you are new to the channel,
be sure to hit that subscribe button and that bell icon.
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every single time I drop an actionable video like this,
with the TK energy.
Also, if you're part of my SaaS go-to-market program,
if you're part of this community already, welcome back,
it's really great to see you here.
Now, in this episode,
I'm gonna walk you through the nine things
you absolutely must address in your landing page.
It's easy to do so much work
on your messaging, your positioning,
it's easy to do so much work on your market research,
on your product,
on your ideal customer profile,
on your manifesto,
it's easy to do all these things
and then kinda forget this benign thing
called the landing page but, believe it or not
if your landing page is not highly converting,
if it's not on point,
if you're not addressing these nine things
I'm gonna walk you through,
then you'll have a low conversion rate,
and all of those efforts,
all of those sales and marketing efforts will go to vain
because people just won't enter into your funnel.
So, if you're excited to dig in,
go and smash that like button,
and let's dig right into it.
Now, I'm gonna attack these first three together.
These first three things
that you need to address in your landing page.
Its kinda what I call the three second back button test.
By the time someone lands on your landing page
and you do this too,
you basically give yourself three seconds
to kinda scope it out and say,
am I gonna stick around or am I not gonna stick around?
Majority of the times, you were like,
ah, this is not for me, or this it not it,
I don't trust this, this doesn't look right,
it doesn't feel right, you'll hit the back button
or you'll just close the tab in your mobile phone
and move back to whatever you were doing
before you ended up on that landing page.
So, it's super important that you learn these three things
because if you don't do these three things,
none of these other things will ever come into play,
it won't even matter
because they won't last more than three seconds
on your page.
So what are those things?
The first thing is you got to address,
who is this for?
A lot of times, I'll go to a page
and really what I'm looking for is like, is this for me?
Is this product for me?
Is this what I'm looking for?
So a lot of times it's super important
in your landing page to call out the specific group
of people that you're building out your SaaS product for.
So if you're building it for salespeople, say salespeople.
If you're building it for marketers, say marketers.
If it's for SaaS founders, say SaaS founders.
If it's for SaaS founders and not general entrepreneurs,
then don't say entrepreneurs, if you want SaaS founders.
Be specific and call out who this is for
right on top in your landing page.
Now, the second thing you wanna address is,
what is this?
Is this a software product?
Is this a book?
Is this like a course?
Is this some sort of like, video training?
Like, is this a webinar?
This is why it's also super important
to call out what exactly is this landing page about?
What are you selling me?
What's the action you wanna take?
What am I gonna get?
Which ties into the third thing, which is,
what is the big result I'm going to get?
Typically, these three things are addressed
in the headline of the landing page.
You wanna incorporate these three things on the headline.
So, when you're designing the headline,
which is the first thing you see,
look at the headline,
you wanna identify, hey, this is for you,
this is a big result you're gonna get
and this is essentially a software
that helps you get that result.
So, that's what you wanna highlight
as fast as possible in that headline
because in the first three seconds,
I'm gonna look at that and determine
if I should stick around or not.
Now, if you get these three things right,
then what's gonna happen is,
you're gonna buy yourself some more time with me.
So, I'm gonna look at this, and I'm gonna say,
oh, it's for SaaS coaches and that's me,
or it's for SaaS founders, that's also me.
It's for entrepreneurs and I'm like,
that's kinda me, but it might be anyone,
the more specific you get, the more interest I'm gonna have
and it's gonna say, well, and this is a software product
that helps you scale revenues.
And then I will be like, oh, I wanna scale revenues,
I'm a SaaS founder,
I like software.
Then all three of these things will say
okay, you got three more seconds of my time,
I'll stick around then you get into the next thing.
Then I'm like, well, what is this thing?
What does this thing look like?
So the next thing you really wanna get into
without wasting time is your money shot.
A money shot is this like the best angle
of your SaaS software,
or some screenshot of your SaaS software
where when you look at it where it's like boom,
that is everything coming together beautifully
in terms of what we do.
So you wanna actually have some sort of a screenshot
below the headline, below some paragraph
and saying, look, here's what it looks like.
Here's what great looks like and the results that you want.
Here's what it looks like, here's how it all comes together.
When you can have that, then they'll say, okay cool.
That looks awesome.
I wanna learn more about that, it piques my curiosity
Then I'm gonna say, okay cool.
Well, I know this is for me and that looks pretty cool
but then also, I'm still in like kind of protective mode.
So the fifth thing you need to actually address
is why should I trust you?
The question is, why should I trust you in my mind.
And this is where you typically wanna throw up some logos
that are customers of yours,
you wanna show some publications
that you've been featured in,
anything that's a recognizable brand or logo
so when I look at it, I'll say, okay cool,
these guys, aren't totally crazy,
this is not a made up a web flow website
where it just looks templated
and there's nothing real behind it,
I'll actually look at it say like, well they understand me,
that looks real, I want it and I trust those brands
and these brands presumably trust these guys,
I'll trust these guys
and that's how you kind of keep me
for a greater than three seconds on your landing page.
So those are the first five things,
five things you absolutely need to address
in your landing page.
Who is this for?
Are you calling out who it's for?
Are you calling out what you are?
If you are a software product,
for you are a SaaS product say this is a SaaS platform
or a software platform or blank platform, some platform
or tool, whatever you wanna call it.
And then it's like,
well what is the big result I'm gonna get?
Okay, well, what are you trying to do for me?
Like what do I care about?
And it makes you call out and then show me
the money shot of your product coming into action
and then say, why should I trust you
and kind of highlight that.
If you do these five things, you're already well ahead
of most landing pages that are on the internet
that aren't performing very well.
Now, before I go into the next set,
let's just pause here for a second.
If you're starting to see how
you're looking at your homepage,
you're looking at a landing page
and you're already starting to see
some improvements that you can make,
if you're starting to see okay,
I'm not calling out who this is for,
I'm not seen as a software partner,
I don't have a great money shot
or I don't have the credibility I needed to work on that.
Can I just get a yes in the comments below
or just smash that light button or do both,
smash out like button and then comment below
for the YouTube algorithms so that I get to hear from you
and also, it just means a lot to my team.
Also, if you're kind of working through all this stuff,
landing pages, you go to market and machine
scaling your SaaS business,
you'll likely want a full strategy for your SaaS business.
This is why I created my five point growth strategy guide.
It's completely free, I'll link to it below,
you don't have to go to it right now,
I'll tell you more about it at the end of this video
but let's go onto this next set of things
that you absolutely need to address in your landing page
so that you have high conversions.
Okay, so once you have these things done,
the next set of things you really need to do
is you need to have a quality call to action.
Now, there's really two buttons you can have
for your SaaS product if this is your homepage,
you either have a talk to sales button
or you have a start free trial button, right?
It's one of those two things.
Now, if you wanna figure out which one to choose,
there's some implications around which one you choose
for your call to action,
be sure to check out this video that I did
that helps you understand the two very different
SaaS sales models
and which one is right for your SaaS business.
Don't worry, you don't have to go right now,
I'll link to it below so you can check it out
after this video.
But essentially you wanna have a call to action.
So that says, okay, bam, bam, bam, this all makes sense,
start free trial and you wanna make this
as frictionless as possible.
The more fields you add,
the more things you ask me for the worse it's gonna be.
So there's always this balance
of how do you get quality people
to actually take the action
but also you don't make it so impossible
that people just give up and move on
so that's super important,
you wanna have a clear call to action.
The next thing you wanna do,
if someone doesn't take good action at this point
and they haven't hit the back button at this point,
it means they're interested
but they're still kind of processing in their head,
their still trying convince themselves,
maybe they're more of a logical person
and so they really wanna understand the mechanics of this.
So this is where next set of things really come into play.
The next thing you want to do below this,
below the call to action is you wanna basically validate
and agitate the problem, what does this mean?
What this means is you're talking about
a certain problem and a solution over here right?
I wanna get this resolved
and I wanna get this resolved in an effective way,
these people trust us,
why are we even talking about getting this resolved, right?
There's a problem.
Maybe scaling is a problem.
Maybe growth is a problem.
Maybe building a scalable go to market machine
is a difficult thing.
So in this case,
you actually validate and agitate the problem.
You would talk about some stats
around how companies face these problems.
You would talk about how big of a problem it is.
You would talk about
how others have suffered from the problem.
You would wanna bring in external testimonies,
maybe like a snapshot of an article
that talks about this problem.
Basically what you're doing here is rationalizing the fact
that this is a problem, it's not an uncommon problem,
others face it too.
And by the way, there's a certain solution for it.
So as you validate and agitate the problem
and you kind of prove that this is a real thing,
you're not alone, then you say, look
and here's how we solve it.
So this is kind of a deeper version
of your money shot.
You kind of break down on like,
look, here's how our solution works.
Here are the four or five things that really matter
that you should know about.
You always wanna do this
in sort of a feature solution benefit type of thing.
You wanna talk about a feature but you also wanna say
what is the benefit of that feature?
So it's not fully feature oriented, right?
So it's like, if it's email tracking,
it's like look, you can send a lot of sales emails,
you don't really know what happened to them,
you don't know whether you need to follow up,
so we'll track it for you
and we'll show you when another side opens
if that's one way of showing it's a feature
but there's also a benefit of what you get
and you can add something like,
oh, that way you don't have to like overly stalk them.
If they haven't viewed it yet and it's been only a day,
maybe give it another two days before the viewed it
and they haven't done anything
then maybe you wanna follow up
and get them, get it back on their inbox.
So you can talk about the feature and the benefit
and the solution, all in that one little cluster
then you want to highlight it.
So you validate an agitated problem,
you wanna highlight the features and the solutions
and then finally, if they're still not
and by the way, you will probably want to have a CTA here
and you'll have another CTA here,
you wanna keep asking for their permission
to go to the next step and if they still haven't agreed,
they may agree with the problem, they may still
highlight this and they haven't hit the back button
at this point, they're still not fully convinced
but they haven't left yet,
hit them with testimonials and case studies
so they can go deeper into that.
And usually this is a link into some PDFs
or some cases that they can download
in exchange for their email.
So, because they're not convinced yet,
they don't want to start trial,
they don't want to talk to salespeople
but they wanna discover more,
so you can go deeper into this and then finally,
hit them with the CTA again
and say, hey, by the way, let's do this before you leave.
And at that point, they're either gonna do it
or they're gonna leave
but you've essentially done all these things.
So to summarize all of this,
you wanna really get the headline right
to up on top so they don't leave right away
and within three seconds, who is this for?
What is this?
What is the big result I'm gonna get?
Then you wanna give them the money shot,
show them and then you wanna show, why should I trust you?
Build that credibility,
you wanna have a clear call to action
that's as frictionless as possible,
that by the way, there's that video, I'll link to it below
and I'll link to it here again
on whether you should have a talk to sales
or a start free trial button,
then you wanna actually validate and agitate the problem
because at this point it's a much more logical person.
They haven't left but they're still reading more,
you wanna highlight the features and the solution
and the benefits, you might even add a FAQ over here
if people have frequent questions.
You're gonna have another CTA,
do case studies and a CTA again.
You do these nine core things
in your landing page or your homepage
and you will increase your conversion rates.
If you ignore it and you just kind of work on
all these other things but you don't work on this thing,
your landing page, your homepage is your storefront.
This is how customers will gauge you.
They will figure out whether they trust you or not.
They may click on your ad,
follow your LinkedIn thing and click on that,
they may do all those things but if your landing page
isn't great looking and it doesn't really speak to them,
then it won't really work.
So it's super important
that you address these nine key things
along with the CTA, which is a 10th thing
in your landing page.
If you do this, you will have an unstoppable landing page
and a homepage
and you'll be able to grow your SaaS business.
If you got value from this video,
be sure to smash that light button.
If you haven't subscribed yet,
hit the subscribe button and that bell icon,
I drop an actionable video like this three times a week
to help you grow your SaaS business.
Speaking of which,
if you are working on growing your SaaS business,
I invite you to download my five point
growth strategy guide.
Inside of it, I give you the five most important
pillars of strategy that exists for your SaaS business
and then give you additional training
on how to actually flush that out
and build this one page strategy to grow your SaaS business.
If you're interested in that,
go to getunstoppable.com/strategy
or just all the link below in the link below
and the link below,
I've also linked to the shown videos I've mentioned
in this training.
That just about covers it
on how to have an unstoppable landing page
and a homepage for your SaaS business.
Remember, everyone needs a strategy
for their life and their business
but when you are with us,
yours, it's gonna be unstoppable.
I'm TK and I'll see you in the next episode.
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