So you have an amazing product and it’s time to create a killer landing page to sell it. Here’s how we did it.
Most landing pages for SaaS products tend to focus too much on highlighting what you get (the features) and not enough on what it will do for you (the benefits). Those that do highlight the benefits tend to go too far. There’s too much “marketing fluff” and you’re left walking away thinking “what the #$%^ does this product actually do?”.
A good landing page needs to highlight both your product’s benefits and its key features. It needs to do so concisely and using language that resonates with your target audience. So, where do you start?
Over a period of four months we created four new landing pages each marketing a different way in which Intercom can be used. We learnt a heck of a lot along the way. We thought we’d share our approach. Here goes.
1. THE NEED: FOCUS ON THE JOB THAT NEEDS TO BE DONE
2. THE MESSAGING: CREATE SOME GUIDELINES
3. SEO: OPTIMIZE YOUR PAGE FOR ORGANIC SEARCH
4. THE HERO: ILLUSTRATE HOW YOUR PRODUCT GETS THE JOB DONE
5. THE VIDEO: SHOW HOW IT WORKS
6. THE STICKY NAV: MAKE IT EASY TO FIND KEY INFORMATION
7. THE OVERVIEW: TELL PEOPLE WHAT THEY CAN DO
8. THE FEATURES: EXPLAIN HOW THEY’RE ABLE TO DO IT
9. HIGHLIGHT KEY CUSTOMERS TO ESTABLISH CREDIBILITY
10. TELL PEOPLE WHAT IT COSTS
11. MAKE IT EASY FOR PEOPLE TO SIGN UP
12. MEASURE, TEST, AND ITERATE
Read the full post
Most landing pages for SaaS products tend to focus too much on highlighting what you get (the features) and not enough on what it will do for you (the benefits). Those that do highlight the benefits tend to go too far. There’s too much “marketing fluff” and you’re left walking away thinking “what the #$%^ does this product actually do?”.
A good landing page needs to highlight both your product’s benefits and its key features. It needs to do so concisely and using language that resonates with your target audience. So, where do you start?
Over a period of four months we created four new landing pages each marketing a different way in which Intercom can be used. We learnt a heck of a lot along the way. We thought we’d share our approach. Here goes.
1. THE NEED: FOCUS ON THE JOB THAT NEEDS TO BE DONE
2. THE MESSAGING: CREATE SOME GUIDELINES
3. SEO: OPTIMIZE YOUR PAGE FOR ORGANIC SEARCH
4. THE HERO: ILLUSTRATE HOW YOUR PRODUCT GETS THE JOB DONE
5. THE VIDEO: SHOW HOW IT WORKS
6. THE STICKY NAV: MAKE IT EASY TO FIND KEY INFORMATION
7. THE OVERVIEW: TELL PEOPLE WHAT THEY CAN DO
8. THE FEATURES: EXPLAIN HOW THEY’RE ABLE TO DO IT
9. HIGHLIGHT KEY CUSTOMERS TO ESTABLISH CREDIBILITY
10. TELL PEOPLE WHAT IT COSTS
11. MAKE IT EASY FOR PEOPLE TO SIGN UP
12. MEASURE, TEST, AND ITERATE
Read the full post
