- The heart of your sales and marketing activities
to grow your SaaS businesses is one thing.
It's your landing page.
And a great landing page, whether you have one or not
can really make or break your go to market machine.
This begs the question, what makes for a great landing page?
I've seen completely ugly landing pages
that convert at 80%, and I've seen beautifully designed ones
that completely missed the mark.
So on this episode, based on everything
that I've learned around landing pages,
I'm gonna give you the best practices
and the worst practices that you need to know
to really transform your landing pages.
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 SaaS businesses faster
with an unstoppable strategy.
If you are new to this channel, welcome.
Be sure to hit the subscribe button and that bell icon.
That way, you'll get notified every single time
I drop an episode with the TK energy.
If you are already part of this channel, welcome back.
If you're part of my SaaS go-to-market program,
welcome back to you as well.
It's really great to see you over here.
So, here's the thing that I learned about landing pages.
Don't ever judge a landing page by its cover.
You can never tell, I can never tell.
You got to look at the stats.
I mean, you look at the conversion rate.
How many people look at the landing page?
How many people actually fill out the form
and become a lead?
That's when you'll really know
if it's any good or not.
And really, the one true way you can really get
to a great landing page, is you keep testing and tweaking.
All right?
Now, given that, what are the things
that are absolute must do's and don't do's?
What are the essentially the best practices
and the worst practices
when it comes to a great landing page?
Having created tons of landing pages, having critiqued them,
having tweaked them, coached people through them,
I'm gonna give you the three core principles
that you absolutely need to know
to make your landing pages incredibly effective.
So if you're excited to dig in,
go and in and smash that like button
for the YouTube algorithm.
Let's go to principle number one.
Principle number one, and I hinted
at this already a little bit,
is you've got to think about form and function
more than anything else.
Form and function.
Meaning, does it load quickly?
Is it easy to read?
Can screen readers actually parse them?
Can you actually look at it on mobile and on desktop
and it's just easy to understand
what you're offering and fill out the form?
Versus some pretty complicated interactions.
Some pretty graphics, whole lot of text,
no clear button, no clear form.
That's the first thing they absolutely don't understand
in principle number one.
Principle number one is, you got to think
about form and function more than anything else.
Form and function will really determine
whether when someone lands on your landing page,
can they actually interact with it?
If this is a whole new way of interacting,
you're using some fancy new software.
They don't quite know what to do with it.
They probably won't convert.
They'll probably hit the back button.
If they come in and they can't quite read the text
and the graphics are all over the place,
they probably won't interact with it.
If they come in and it looks really pretty
and they're like enamored by it,
but there's no like clear articulation
of what they're gonna get and a clear form,
they're like gonna get bored after two seconds
and just leave.
So this is why landing pages are where you probably
should use the least amount of creativity
and focus a lot more on form and function,
versus trying to make them pretty.
If you've been to any one of our landing pages,
like go to our SaaS startup growth strategy guide, right?
It's black and white.
It's a bunch of texts and a box.
And it's like, literally like, here's what you get
and here's the form.
Boom, easy.
And they convert at 80%,
they convert 80% when they come from YouTube,
because it's warm traffic.
They convert at 60% when we run ads to them.
The reason they do so well is
because it's just straight forward.
You know exactly what you're getting.
The form and function is what we put first.
And believe me, we've tested a whole bunch
of different styles of this.
So form and function, that's principle number one
when it comes to your landing pages.
Principle number two is,
there should only be one call to action
with two to three fields max.
I've been to landing pages where you pretty much
want like my social security number, my email,
my phone number, what company I'm at,
how many employees I have, what the revenues are.
And I'm like, I don't even know you,
like stop it.
Landing page in a lot of ways is a first date.
It's like, you don't want to go to deep in it
and you don't want to talk politics.
You don't want to talk about any personal,
like incredibly personal stuff.
You just want to get to understand
and know each other, right?
So this is why it's super important to have one call
to action with just two to three fields.
"Hey, here fill out this form,
you're gonna get what we promised you.
Name, email button, and that's it."
And maybe you add one more just to qualify the leads.
Like maybe you ask like, what stage they are in.
You'll see this like, we only have three fields
and we've tested this.
Anything more than that is just
the conversion rates is completely dropped.
The other thing that's important around this,
is you want make sure that you don't have
the navigation.
You don't have a footer.
You don't have long sections where you're scrolling forever
on this landing page, and people even forgot
that you they have to fill out a form to get to something.
Because they're just gonna scroll, scroll, scroll,
and everything they scroll through is one way
that you can convince them that they don't need your thing.
And so they're just gonna leave instead
of filling out the form.
So it's super important, the best practices to make sure
that you have one call to action, two to three fields.
And the worst practice is when you start to put
in the Nav and the footer,
and all these long sections and all this stuff.
Like, you don't want to do any of those things.
Simple page, form and function.
Two to three fields, one button,
boom! Like straight forward.
You guys starting to get this?
Now, before I go into principle number three,
let me just pause here for a second.
If you start to see the power in this,
like landing pages particularly.
It's not your homepage that's different.
Landing pages is about getting someone to respond.
It's about getting someone to take action.
It's about being very clear and saying,
"Look, all roads lead to this form.
Fill out this form and this button, you get this thing."
That's what the best landing pages are.
It's not complicated, but you got to like
stay very disciplined to make sure that you stick with this.
If you starting to see the power in this,
can I just get a yes in the comments below?
Also smash that like button
for the YouTube algorithm.
I really like it when you do that.
And so does my team, and we really appreciate
when you do that.
Also, we really appreciate any comment as well.
It just means the world to us.
Now, if you're building out landing pages,
it means that you're also building out
your go to market strategy.
You're trying to figure out,
"Well, what should our landing page be for?
What is our lead magnet?
Well, how do we drive traffic to it?
How do we actually generate these,
how do we nurture these leads after they come through?
Do they go to a trial?
Do they go into a sales process?"
These are all things that go into building
a go-to-market machine.
If you're building a go-to-market machine,
this is why I created my SaaS go-to-market coaching program.
Inside of this program, I give you the step-by-step process
and the coaching, to actually build your scalable
go-to-market machine.
So you don't have to piece it together,
make all the mistakes that people tend to make.
I'll tell you more about that program
at the end of this video.
Let's go to principle number three.
Principle number three is,
you need to have a clear articulation of the results.
Of what they're actually gonna get
and not your life story, right?
The best practice here is be super clear
about what they are gonna get.
The viewer, the visitor.
Who it's for and what are they gonna get.
"Hey, welcome to the SaaS go to strategy guide.
When you download the SaaS go to strategy guide,
I'm gonna give you the five key pillars
that exist to grow your SaaS business
and how to create a strategy around them.
Give me your name, give me your email.
Tell me what stage you're in. Download.
Boom! That's it, clear articulation.
It's for SaaS founders,
we're gonna help you grow.
How are we gonna help you grow?
Well, we have five key pillars for our SaaS business
and we'll teach you how to do that.
That's it.
Clear Articulation is super important in landing pages.
This kind of builds on each other, right?
This just goes to show it doesn't matter how pretty it is.
It matters what you're saying, what you're promising.
So the copy ends up being more important than anything else.
And so what you don't want to do,
is go into describing how you guys are gonna
disrupt some crazy category.
Or your this revolutionary AI platform.
They're just not gonna trust you.
What they want to know is, literally for this step
for me to fill out the form, what am I gonna get?
I'm gonna get a PDF guide.
Okay, what does that PDF guide?
It's gonna teach you how to do this?
What is that thing?
Is it important to me?
What happens if I don't download this?
Those are the kinds of things that clearly articulate
what you're gonna get and why should fill out that form.
And that's the copy, that copy,
that messaging is what really gets
those 60 to 80% conversion rates.
So when you nail it, it works really, really well.
So, principle number three is, have a clear articulation
of the results you're gonna deliver
and what they're gonna get.
And that's the copy that goes in the landing page.
Versus your company's history or life story
or that you're backed by certain investors.
Like, no one cares.
They're not gonna fill out a form.
It just doesn't convert at that point.
So to recap, number one,
principle number one, form and function first,
not prettiness.
Number two, only one call to action.
Don't have a nav, don't have a footer,
don't have a long section.
Just one call to action with two or three fields
so all roads lead to that form and they become a lead.
And number three, clear articulation
of the results they're gonna get
by filling out this form.
At least, so that they know like,
"Okay, if I give them my email address
here's what I'm gonna get.
This seems like worth it. Let's go do it."
Now, those are the three core principles.
The best practice and the worst practice
that what you want to avoid
for building a successful landing page.
Now, if you're building out a landing page,
you're likely building a SaaS go-to-market machine.
This is why I invite you to apply to join
my SaaS go-to-market coaching program.
Inside of this program, I give you the step-by-step process
for building out your ICP,
your Ideal Customer Profile.
Your messaging, so you know what to put in a landing page,
your manifesto, and I teach you exactly how
to build out the landing pages, the funnels,
and also how to generate traffic through inbound,
outbound and ABM.
So that you can actually have the scalable
go to market machine.
A lot of these components go into building
a scalable oo to market machine.
And I have a lot of public videos
that teach you the principles.
But inside of the coaching program,
I teach you the step-by-step process.
And every week we meet to actually make sure
that you're doing it and I coach you through tweaking it.
And that's the power.
You get much faster results.
You reduce execution risks.
We have over 50 founders in the program right now
and it's quickly growing.
So if you're building out your SaaS go-to-market machine,
be sure to check out my program.
Now it is application only,
the better the fit, the better the results.
So the way it works is, you go to TKKADER.COM/GTM.
That's the page.
It'll tell you all the details around the program
and you can apply to join.
Once you apply to join, you answer a couple of questions.
If you match it, then we'll get on a call.
We'll learn about your SaaS business.
And then I'll tell you like, hey, we can help you.
And if can help you, we'll get you into the program
and we're off to the races,
and we'll get you quick results
in building a scalable go to market machine.
That's the entire program.
So, building out a landing page,
you're likely building a go to market machine.
Check out the SaaS go-to-market coaching program,
TKKADE.COM/GTM.
Now, if you got value from this video,
be sure to smash that like button as well
for the YouTube algorithm, it just means the world to us.
If you have a fellow founder that would get value from this,
please share this video.
I put a lot of love into these videos.
A lot of thought into these videos.
We want to make sure that we're impacting
as many SaaS founders as possible.
And lastly, we drop a video like this three times a week.
So be sure to hit the subscribe button and that bell icon
if you haven't already.
Lastly, remember, everyone needs a strategy
for their life and their business.
But when you are with us, yours is going to be unstoppable.
I'm TK, and I'll see you in the next episode
or in the go-to-market coaching program.
Call, either way.
(gentle music)