Briefing Landing Page

Guide: Building a High‑Converting B2B SaaS

Landing Page
[PRODUCT NAME]: JURIFLEXPRO
[BRIEF PRODUCT DESCRIPTION]: Software that prevents low firms from
forgetting to billing their clients, improving their bottom line and
following up with their cases and their prospects.
[TARGET AUDIENCE]: Lawyers, law firms, and attorney in Republic of
Congo.
[PRIMARY CONVERSION GOAL]: Subscribe to a 14 days trial with entering
payment details.

1. Executive Summary
A high-converting B2B SaaS landing page distills your value proposition into a focused,
persuasive experience that drives qualified leads to take action. This guide covers proven
principles and section-by-section tactics to craft a landing page for [PRODUCT NAME], a
[BRIEF PRODUCT DESCRIPTION] targeting [TARGET AUDIENCE] with the goal of
[PRIMARY CONVERSION GOAL]. Key takeaways include:

Clarity First: Communicate your unique value proposition (UVP) instantly – who it’s for,
what it does, and why it’s valuable. As conversion experts often say, “clarity trumps
persuasion” – visitors should immediately understand how you solve their problem.
Single Focus: Design the page with one primary conversion goal in mind (e.g. demo
request or trial signup) and remove any distractions or extraneous links. A great landing
page focuses on one offer; minimizing navigation and off-page links keeps attention on
your CTA .
Conversion Psychology: Address the visitor’s pain points and desired outcomes
directly. Guide them through a logical narrative: present the problem, agitate it, introduce
your solution and benefits, back it up with social proof, handle objections, and finish with
a compelling call-to-action. Each element should build motivation and reduce anxiety,
tailored to a B2B context (where trust and ROI matter).
Visual & UX Best Practices: Use a clean layout with a clear visual hierarchy so that
headlines, content blocks, and CTAs stand out. Emphasize important elements (e.g.
headline, CTA button) with contrast and size, and ensure your design is responsive and
fast-loading. Mobile users and desktop users should both have an optimized experience
– slow or clunky pages will lose prospects (70% of consumers say page speed
influences their desire to buy ).
 Continuous Improvement: Implement conversion-focused elements like streamlined
forms, strong CTAs, and trust signals, then continuously A/B test and refine. Even small
changes (headline phrasing, form field count, imagery) can impact conversion rates, so
use data to optimize over time . High-performing SaaS companies treat their landing
pages as living projects, constantly experimenting to lift conversion rates above industry
averages (~9.5% for SaaS in one study ).

In the detailed sections below, we break down each part of the landing page and provide
specific copywriting formulas, design tips, and examples from successful 2024–2025 B2B
SaaS landing pages. Use this as a blueprint to craft a landing page that not only captures
leads, but attracts qualified leads ready to engage with your sales team.

2. Core Landing Page Principles for SaaS

Before diving into each section, it’s crucial to understand the core principles that make a
SaaS landing page effective. These principles are rooted in conversion psychology and UX
best practices, and they ensure your page resonates with B2B buyers:

Clear Purpose & Single Goal: Define a clear goal for the page (e.g. encourage sign-
ups for a free trial or collect demo requests) and make everything on the page serve that
goal . Remove anything that does not support the primary conversion action. This clarity
of purpose keeps your messaging concise and on-point . For example, if the goal is to
get demo requests, all copy should ultimately funnel the visitor toward clicking the
“Request a Demo” button. Resist adding secondary offers or multiple CTAs that dilute
focus. As Unbounce co-founder Oli Gardner emphasizes, a landing page should have
zero external distractions – no top navigation, no unrelated links – so the visitor’s
attention is on the one action you want .
Know Your Audience & Address Their Pain: Effective SaaS pages speak directly to
the target audience’s needs. Craft your headline and content to join the conversation in
the prospect’s mind about their problem. Research your audience’s pain points and use
their language (voice-of-customer) to show you understand their challenges. Develop
messaging around customer pain points and desired outcomes . For instance, if
[TARGET AUDIENCE] is struggling with slow manual workflows, explicitly acknowledge
that pain (“Tired of losing hours to spreadsheets?”) before presenting [PRODUCT
NAME] as the solution. By reflecting their problem, you build relevance and urgency.
Strong, Differentiated Value Proposition: In competitive SaaS markets, you must
quickly convey what makes your solution unique. A benefit-oriented headline that
speaks to the visitor’s outcome is key . Follow it with a subheadline or brief paragraph
that highlights how [PRODUCT NAME] is different from competitors (e.g. faster, easier,
more integrated, cost-effective). Differentiated messaging helps you stand out and
convinces prospects why they should choose you . Don’t just say what your product is –
say what it does for your customer, and why that matters.
Credibility & Trustworthiness: B2B buyers are cautious – they need to trust your
solution and company. Build credibility throughout the page using social proof
(testimonials, customer logos, statistics) and trust indicators (guarantees, security
badges, awards). Seeing evidence that peers or respected brands use your product
reassures visitors that your claims are real . Additionally, maintain a professional,
consistent brand identity (logos, colors, tone) to appear established . Even small
elements like a link to your privacy policy (especially if you’re collecting information) can
increase trust and comply with expectations . Overall, eliminate anything that might
trigger doubt – for example, fix any typos, use SSL (https) so the page is secure, and if
applicable, mention data security standards (critical for SaaS handling business data).
Concise, Persuasive Copy: Landing page copy should be straightforward and benefit-
driven. Aim for short sections and punchy sentences – busy B2B folks will skim. Use
formatting like bullet points and subheadings to make text easy to scan . As one expert
puts it, good landing page copy “should be as readable as the back of a cereal box” .
Avoid jargon that your audience might not immediately understand. Instead, write as if
you’re explaining to a colleague how this product helps them (while keeping the tone
professional and confident). Every line of copy should answer the visitor’s implicit
question, “What’s in it for me?” If it doesn’t, consider cutting it. Joanna Wiebe of
Copyhackers advises: “Start with the goal… Then, work backward from your button,
writing ONLY copy that will convince people to click that button. Nothing else makes it on
the page.” . In other words, be ruthless about excluding fluff – include only the
information that moves the prospect closer to conversion.
Visual Simplicity & Hierarchy: Design with an “at-a-glance” mindset. A first-time visitor
will give your page only a few seconds to decide if it’s relevant. Use a clear visual
hierarchy so that in those seconds the visitor sees (1) your main headline/value prop, (2)
an inviting CTA, and (3) perhaps an image that contextualizes your product. Important
content should be placed above the fold (visible without scrolling) – especially your
headline and primary CTA . Use larger fonts or bold styling for headings and keep
paragraphs short beneath them. Whitespace (empty space) is your friend: a clean,
uncluttered layout with breathing room around elements helps draw attention to key
points . For example, Wix’s landing page uses ample whitespace and a clean design so
that the “Start your risk-free trial” CTA and headline stand out immediately . A visually
busy page can overwhelm and confuse visitors, so err on the side of simplicity. Also
ensure any visuals you include (illustrations, screenshots) support the message and
don’t distract or slow down the page. Every visual element should have a purpose,
whether it’s demonstrating the product or guiding the user’s eye.
Fast and Mobile-Friendly: Performance and accessibility are non-negotiable. B2B
decision-makers may be visiting from various devices, including mobile phones and
tablets, not just desktop. A slow or non-responsive page will lose prospects quickly. Aim
for a loading time under ~3 seconds – research shows you will lose a large percentage
of visitors beyond that . Optimize images (compress file sizes) and avoid heavy scripts.
Design mobile-first or at least test the layout on small screens: use a single-column
layout on mobile, ensure text is readable without zooming, and make buttons large
enough for tap targets . If certain sections are too large or unnecessary on mobile (e.g.
an autoplay video or large infographic), use responsive design techniques to hide or
 simplify them on smaller screens . Providing a seamless mobile experience is vital –
many will first encounter your page via a mobile ad or LinkedIn browsing. A mobile-
optimized page will also generally be simpler and more focused, which tends to improve
conversions across devices.

By adhering to these core principles, you create a strong foundation for conversion. Next,
we’ll break down the landing page section by section and dive into the tactical details of
implementing these ideas throughout your page.

3. Section-by-Section Breakdown
A successful B2B SaaS landing page is typically organized into a series of sections, each
with a specific role in persuading the visitor. We will examine each key section in order –
from the top “hero” area down to the final call-to-action – explaining what content it should
include and how to optimize it. This breakdown will assume a linear layout that most landing
pages follow, but keep in mind you can adjust the order or combine sections as needed for
your specific narrative. The goal is to lead the prospect on a logical journey: Awareness →
Interest → Desire → Action (the classic AIDA framework) as they scroll. Below, we cover
each section’s purpose, copy tips, design considerations, and examples.

(Note: Use the placeholders [PRODUCT NAME], [TARGET AUDIENCE], etc., to tailor each
section to your context. All recommendations are generic so you can customize them later.)

4. Hero Section
The Hero section is the top of your landing page and the first thing visitors see. It needs to
make an instant impact by answering three critical questions: “What is this product?”, “Is it
for me (my kind of problem/user)?”, and “What should I do here?” A strong hero section will
typically include:

Headline: A concise statement of your value proposition or the main benefit [PRODUCT
NAME] delivers. This should be benefit-oriented and speak directly to the top problem or
goal of your [TARGET AUDIENCE]. It’s often effective to implicitly or explicitly reference
the problem in the headline, so the reader thinks “Ah, that’s exactly what I need.” For
example, instead of a vague tagline like “Innovative Sales Platform,” a strong headline
would be “Close Deals 30% Faster with Automated Sales Workflow” – it identifies
the target outcome (faster deal closing) and hints at the solution (automation). According
to conversion expert Peep Laja, a benefit-driven headline that resonates with the target
audience is one of the must-haves on a landing page . Make sure the headline is
prominent (large font) and immediately visible. If you’re driving traffic from ads, ensure
message match – the headline should reflect the ad’s promise or keywords so visitors
feel they clicked the right link . (For instance, if your ad said “Eliminate Spreadsheet
Reporting,” the landing page headline might be “Eliminate Spreadsheet Headaches with
[PRODUCT NAME]”).
Subheadline: One short sentence or two that supports the headline by adding context or
highlighting a key differentiator. If your headline states the big benefit, the subheadline
can answer “how?” or “for whom specifically?”. For example, “[PRODUCT NAME] is a
[BRIEF PRODUCT DESCRIPTION] that [uniquely solves the problem].” This is your
chance to pitch the unique value proposition in a bit more detail. Keep it crisp and user-
focused. Wix’s landing page demonstrates this well: it pairs a strong headline with a
subheadline that expands on the value proposition, making a compelling first impression
. Together, the headline + subheadline should deliver your core message.
Primary Call-to-Action (CTA) Button: The hero needs a clear CTA that invites the
visitor to take the next step (the primary conversion goal). This could say “Get Started
Free,” “Request a Demo,” “Try [PRODUCT] Now,” etc., depending on your goal. Use
actionable language that implies a benefit to clicking. Avoid generic labels like
“Submit” – instead, make it specific (“Book My Demo,” “Create Free Account”). A best
practice is to use first-person phrasing on buttons (e.g. “Start My Free Trial”), which can
subtly increase conversion rates by making the action feel personal and benefit-oriented.
Visually, the CTA button should be high-contrast (ideally in a color that stands out from
the rest of your page design) and large enough to notice immediately. Place it
prominently – for instance, directly below the subheadline. Ensure that on page load, the
CTA is visible without scrolling (on desktop and on mobile if possible) . This “above the
fold” placement captures those ready to act right away. Many successful SaaS landing
pages use a bright, distinctive color for the main button (that isn’t used heavily elsewhere
on the page) to draw the eye. Additionally, your CTA’s microcopy (the text) should set
expectations: e.g., if clicking opens a form or starts a signup, you might include that hint
(“Get Started – No Credit Card Required”). This encourages clicks by reducing fear of
commitment.
Hero Image or Media: Most high-converting pages include a visual element in the hero
area. Common approaches are a product screenshot within a device frame, an
illustration that symbolizes the problem/solution, or even a short looping video or
animation demonstrating the product UI. For B2B SaaS, showing a glimpse of the
interface can answer “What is it, concretely?” and pique interest. For example, showing a
dashboard or a before-and-after comparison can be powerful. Figma’s homepage uses
dynamic visuals (like GIFs of the design tool in action) right in the hero to immediately
communicate what the product does . Ensure the image supports your message – e.g., if
your headline is about collaboration, show people collaborating on the platform. Avoid
irrelevant stock photos that don’t add information. Also, consider using directional cues in
the image: if you include a person, have them looking toward your headline or CTA,
which subtly guides the visitor’s gaze. You can also use an arrow or graphic element
pointing to the form or button. These directional cues help direct attention where you
want it .
(Optional) Short Form: Depending on your strategy, you may include a lead capture
form directly in the hero section. This is common if your primary goal is something like
“Sign up for free trial” or “Join newsletter” where you just need an email. For instance,
Slack’s landing page famously had an email entry field right in the hero with a CTA like
 “Try Slack for free” so users could start signing up immediately. If you include a form
here, keep it ultra-minimal – perhaps just one or two fields (email, and maybe a
password or company name if needed). The form should look integrated with the design
and be above the fold. However, if your conversion goal requires more information (like
scheduling a demo often asks for name, company, job title, etc.), you might opt for the
hero CTA button to jump to a dedicated form section or pop-up, rather than showing 5+
fields up front (which can be intimidating). A common modern approach is a two-step
conversion: a bold CTA button in the hero that, when clicked, either scrolls the user to a
form lower on the page or opens a modal with the form. This way, the initial view stays
clean and focused on value prop, and only interested users see the form.

Tactical Tips for Hero Copy: Make sure your headline passes the “5-second test” – show it
(with the supporting subhead) to someone unfamiliar with your product for five seconds and
ask them to describe what the offer is. If they struggle, the hero text isn’t clear enough .
Clarity is paramount here; clever taglines that don’t convey substance often hurt conversion.
For example, rather than a vague slogan, explicitly mention the category or problem (“AI-
Powered Analytics for Marketing Teams” is clearer than “Reinventing the Wheel of
Analytics”). Also, align your hero wording with your audience’s awareness level. If this page
targets problem-aware visitors (they know their pain but not your solution), your headline
might lead with the problem to show empathy. If they are solution-aware or product-aware
(perhaps from an ad), you can lead with the solution or product name. Consider A/B testing
different headline approaches – one focusing on the pain vs one focusing on the gain – to
see which resonates more .

Example (Hypothetical): A landing page for “Acme Cloud CRM” targeting sales managers
might have a hero like:

Headline: “Stay on Top of Every Lead and Crush Your Sales Quota.” (Benefit and target
outcome)
Subheadline: “Acme CRM is the all-in-one platform that automates your sales tasks and
gives you real-time visibility into your pipeline.” (What it is + how it solves the pain of
disorganization)
CTA: “Get My Free Demo” (bright orange button)
Image: A screenshot of a sales dashboard with a smiling team member, perhaps with a
small label “See all your deals at a glance in Acme CRM.”

This combination immediately speaks to a sales manager’s goal (hit quota via better lead
management), offers a solution (automation + visibility through an all-in-one platform), and
provides an action (get a demo). There are no other links aside from maybe a login link for
existing customers in a corner – the new visitor has one clear path. This kind of hero section
sets the stage for the rest of the page.

Lastly, no navigation menu in the hero (or anywhere on the landing page). Unlike your
main website, a campaign landing page should not have full site navigation at the top. Any
menu or many links give an easy escape route. Studies and experts universally agree on
this: removing navigation links can significantly improve focus and conversion . If you must
include your logo in the header, consider making it a static image rather than a link, or at
least do not link it to your main site (since that would be an exit). The Intercom team’s
landing pages, for example, learned to avoid even linking the logo because it was an
unnecessary distraction . So keep the visitor here – everything they need to know should be
on this page.

5. Problem/Agitation Section
After the hero, once you’ve stated your value prop, it’s effective to reinforce the need for your
product by delving into the problem or pain point it solves. The visitor might vaguely know
their pain; this section should make them vividly feel it and acknowledge that it’s worth
solving now. In conversion copywriting, this is the “problem/agitate” part of the classic PAS
(Problem-Agitate-Solution) formula. For B2B SaaS, the approach is to show you deeply
understand the challenges [TARGET AUDIENCE] face in their work.

What to include in the Problem section:

Problem Statement Headline: A short heading that calls out the pain or critical
challenge. This could be phrased as a question or a bold statement. For example:
“Manual Reporting is Eating Up Your Week” or “The Pain of Tracking Assets Across
Spreadsheets.” The key is to name the specific problem your target users have. If
possible, quantify it or use emotionally charged words that resonate (e.g., “chasing data,”
“frustrating manual work,” “costly errors,” etc.). This headline acts as a mirror to the
reader’s situation – it should trigger them to nod and think “Yes, that’s exactly my issue.”
It transitions them from the general promise in the hero into the narrative of why they
need a solution.
Agitation Copy: A brief paragraph or a few bullet points detailing the impact or
consequences of the problem. Now that you’ve identified the pain, twist the knife gently.
Emphasize what happens if this pain is left unresolved – lost time, lost money, missed
opportunities, stress, falling behind competition, etc. For example: “Every minute your
team spends updating yet another spreadsheet is time lost selling. Important
opportunities slip through cracks, and by the month’s end, you’re scrambling to piece
together data for a pipeline review. Sound familiar?” Use scenarios or a relatable
example that hits home. The goal is to make the pain vivid and top-of-mind. In B2B,
agitation can also involve risk: e.g., “Data errors from manual processes lead to reporting
mistakes – a risk no CFO wants in quarter-end reviews.” Keep the tone empathetic, not
accusatory; you’re on the prospect’s side, highlighting these issues so they feel
understood.
Maybe a Surprising Statistic: Including a relevant statistic can add credibility to the
problem. For instance, if your product speeds up a process, cite an industry stat like
“According to [Source], sales reps spend 65% of their time on non-selling tasks .” This
kind of data point makes the problem feel real and backed by evidence. Just ensure the
 stat is current (2024–2025 data if available) and directly tied to the pain you solve. If you
have proprietary data (from your research or case studies) about the impact of the
problem, you can use that too (e.g., “We’ve found that 3 out of 4 marketing teams
struggle to attribute ROI accurately”).
Visual Element (optional): Some landing pages include a small illustration or icon here
that represents the problem. For example, a cartoon of a frustrated employee
surrounded by paperwork can drive the point visually (though be careful to keep it
professional for B2B – a simple icon of a broken process or a before/after mini diagram
might suffice). Alternatively, a contrasting image can be used: e.g., show a cluttered
“before” screenshot or scenario. If using an image, label it if needed to make the context
clear (e.g., “Without [PRODUCT]: multiple disconnected tools and lots of manual effort”).
Ensure any imagery complements the text and doesn’t distract.

Tone and approach: The problem section should maintain empathy. You’re essentially
saying “We get your pain, and it’s a big deal.” Use second-person (“you”) to speak directly
to the reader, and possibly inclusive language (“we”) to show you’re tackling it together.
For example, “If you’re like most IT managers, you’re probably spending too much time
firefighting password resets and onboarding. It’s frustrating – we know, we’ve been there.”
This creates rapport.

However, avoid going overboard with negativity or fear. The aim is to agitate just enough that
the need for a solution is clear, then quickly pivot to hope (your solution). You don’t want to
depress or scare the reader; just remind them of the cost of inaction. In B2B, buyers also
appreciate a rational angle: you can frame the problem not only emotionally, but in terms of
business impact. For example, “Slow support response times don’t just frustrate employees
– they reduce productivity and can cost a mid-sized company hundreds of work hours a
month.” This sets up the logic that solving this problem has a real ROI.

Example problem section: (for a hypothetical IT helpdesk SaaS)

The Headache of IT Support Tickets (headline)

Every day, dozens of support requests flood in via email, chat, phone… and even
hallway conversations. Keeping track is a nightmare. Important issues get buried in
inboxes. Employees wait hours (or days) for help, hurting their productivity. Meanwhile,
you’re stuck juggling spreadsheets or clunky systems just to prioritize tasks.

It’s chaotic, and it’s costing your company time and money.

This example identifies the chaos of IT ticket management (pain), describes consequences
(long waits, lost productivity, personal stress of juggling), and ends by underlining business
cost. A reader in that target role likely recognizes this scenario. Now they should be primed
to hear about a better way.

Transition with a line that segues into your solution, like “It doesn’t have to be this way.” This
sets the stage for the next section: offering the solution and its benefits.
6. Solution/Benefits Section
Having agitated the pain, the next logical step is the Solution section – where you introduce
[PRODUCT NAME] as the answer to the problem. This is where you deliver the “relief” and
show the visitor how their world can improve with your SaaS. The focus here should be on
benefits and outcomes, not just features (features will be detailed later). Essentially, paint
the picture of the “after” state once the problem is solved by your product.

What to include in the Solution section:

Section Heading: A headline that clearly signals the solution and ties back to the
problem. Often this is where you officially introduce the product name in a prominent
way. For example: “Meet [PRODUCT NAME]: Your Automated Sales Assistant” or “The
Solution: Effortless Reporting with [PRODUCT NAME].” Another approach is a benefit-
driven heading like “The Better Way to [Solve the Problem].” For instance, “The Better
Way to Manage IT Tickets” or “Work Smarter, Not Harder in Finance”. The key is that the
user should instantly get that this section is presenting the solution to the pain above. If
you use a creative tagline, consider pairing it with the product name so it’s clear (e.g.,
“Workflows on Autopilot with Acme.io”).
Value Proposition Description: A short paragraph (2-3 sentences) that explains what
[PRODUCT NAME] is and how it specifically addresses the problem. Think of it as a
concise elevator pitch focusing on outcomes. For example: “[PRODUCT NAME] is a
cloud-based CRM that automatically logs your sales activities and generates follow-up
tasks, so you never let a deal slip through the cracks. It replaces the manual data entry
and guesswork with smart automation, giving you real-time visibility into every stage of
your pipeline.” Notice this highlights what it is (cloud CRM), what it does (logs activities,
generates tasks), and the benefit (never miss a deal, real-time visibility). Keep the
language high-level here – details and features come slightly later. You want to assure
the reader that there is a solution and it’s effective. A good practice is to tie back to each
pain point mentioned before and flip it into a positive. If the pain was “losing time to
spreadsheets,” now say “save hours by automating spreadsheets.” If it was “data errors,”
now “enjoy accurate, real-time data.” This positioning helps the reader clearly see the
contrast between their current pain (without your product) and the relieved state (with
your product).
Bulleted Benefits List: It’s often effective to use bullet points or a visually separated list
to highlight the top 3-5 core benefits of your solution. Each bullet should focus on a
single benefit and ideally be phrased as an outcome for the customer, possibly with a
brief explanation. For example:
Eliminate manual tasks: [PRODUCT NAME] automates the repetitive work (data
entry, reporting, etc.), freeing up your team’s time for higher-value activities.
Faster response times: Track and resolve support tickets in one place, so
employees get help in minutes, not days.
100% visibility: See all projects and their status at a glance on your real-time
dashboard – no more last-minute surprises. Each bullet starts with a benefit (in bold
 or italics if you want to emphasize the keyword) and then a short clause explaining
how the product provides it. This format is very scannable and drives home the key
advantages. According to conversion copy principles, focusing on benefits (the “so
what”) rather than just features is crucial at this stage to connect with the
customer’s needs. Peep Laja’s guidance aligns here: ensure your messaging
highlights how your product makes the user’s life better in concrete ways .
Perhaps a Mini Visual or Diagram: Sometimes, alongside the benefits list or in the
background, you can include a simple graphic that encapsulates your solution. This
could be an image of the product interface delivering a result (e.g., a chart or report that
the user would get), or a before/after comparison graphic. Some SaaS pages use a side-
by-side comparison: “Without [Product]” vs “With [Product],” listing the old way (pain) vs
new way (gain). That can quickly reinforce the benefit. If you have a product screenshot
that is easy to understand, you might show it here with a caption like “All your data, one
dashboard” to reinforce one of the benefit bullets (like visibility). Just be careful not to
clutter the section – the user should still primarily be focusing on the benefit messages.
Emotional and Rational Appeals: In your copy, mix both emotional relief and rational
justification. Emotionally, the prospect should feel relief/excitement imagining these
benefits (“Ah, that would be nice if my day was like that!”). Rationally, they should see
that it makes business sense (“This will save me 5 hours a week” or “This could increase
our conversion rate”). For instance, stating a benefit like “Respond 2x faster to leads” not
only implies a smoother process (emotion: less stress, happier customers) but also has a
numeric improvement (rational: faster responses could mean more sales). If you have
case study data or specific results achieved with your product, you could inject one here:
e.g., “Our clients have seen support resolution times drop by 50% after implementing
[PRODUCT NAME].” Concrete outcomes build credibility for your benefit claims.

Example Solution section: continuing the IT support example from above:

Meet HelpHub: Instant IT Relief (headline)

HelpHub is an AI-powered IT ticketing system that centralizes all employee requests and
automates support workflows. It’s designed to end the IT chaos and get your team back
to productive work. Here’s how HelpHub solves your support headaches:

– All requests in one hub: Emails, chats, and calls funnel into one dashboard, so
nothing gets lost.

– Faster resolutions: Intelligent ticket routing and canned solutions help resolve
common issues in seconds, cutting response times in half.

– 24/7 self-service: An integrated knowledge base and chatbot let employees solve
minor issues on their own – even at midnight.

– Real-time tracking: You and your team can see the status of every request at a
glance, with analytics to spot bottlenecks.
 – Seamless integration: Connects with your existing tools (AD, Slack, etc.), so
implementation is quick with no disruption.

Imagine an IT department where problems are resolved before anyone has to chase you
down. HelpHub makes that a reality.

In this example, the headline introduces the product with a hint of what it does (“Instant IT
Relief”), the paragraph positions it as the answer to chaos, and the bullets hit key benefits
(single hub, faster, self-service, visibility, integration). The last line paints a vision of the
future state to stir desire.

Notice we also cited a hypothetical example of consolidating requests – in reality, a similar

benefit appears on many SaaS pages. (The reference from Figma’s analysis showed they
highlight features with actual usage visuals, which implies showing how everything is in one
place is powerful .) This approach assures the prospect that the solution is tangible and
effective.

After presenting the solution and benefits, many pages will naturally flow into either a
features section (to prove how these benefits are delivered) or directly into social proof (to
add credibility to the claims). You can choose the order based on what you feel the prospect
needs next: do they need proof from others (testimonials) to believe these benefits, or more
detail on features to understand how it works? Often, showing some social proof
immediately after the solution can reinforce that “this actually works for people like you”
before diving into product specifics. We’ll cover both in the upcoming sections.

7. Social Proof Section

Social proof is a critical element for building trust on a B2B SaaS landing page. By this
point, the visitor has heard your pitch – now they need to believe it. Social proof reassures
them that real customers (especially credible, relatable ones) have succeeded with your
product and that your company is legitimate. In B2B, where the stakes of a purchase are
higher (time, money, career reputation), prospects often look for validation from others.

There are many forms of social proof you can include; here are the most effective ones and
how to implement them:

Customer Testimonials: Perhaps the most powerful social proof is a brief testimonial
from a happy customer, especially if that customer represents your target audience. A
good testimonial for a landing page is 1–3 sentences long and speaks to a specific
benefit or result they got. For example: “[PRODUCT NAME] has transformed our
marketing operations. In just 3 months, our lead response time dropped by 60%, and our
team has freed up 10 hours a week. It’s been a game-changer for us,” says Jane Doe,
Director of Marketing at XYZ Corp. Whenever possible, include the person’s full
name, title, and company – this detail makes the quote far more credible than an
anonymous blurb . If you can, also include their photo or company logo next to the
quote. Faces humanize the testimonial and draw attention, and known logos add
 recognition. Make sure the testimonial highlights a relevant outcome (e.g., time saved,
growth achieved, problem solved) to reinforce your product’s value. According to best
practices, adding names, photos, and details can “boost the credibility” of testimonials ,
especially in B2B where your audience wants to hear from peers in their industry or role.
Client Logos (“Trust Logos”): A common section on B2B pages is a logo cloud or list
of companies that use the product. This is usually presented as a horizontal band or grid
of logos under a heading like “Trusted by over 500 companies” or “Join these industry
leaders:”. If your product is used by any well-known brands or logos that your audience
would respect, showcase them here. Even if they’re not Fortune 500, logos of companies
similar to the prospect’s industry or size are effective – the visitor should think, “if it works
for them, it could work for me.” Keep logos monochrome or in a subdued color scheme if
possible (so they don’t clash visually), and don’t overcrowd – 5 to 8 logos is fine, you can
always scroll more in a carousel if needed. Example: Slack’s enterprise page shows
logos like IBM, Airbnb, etc., signaling that large, credible organizations rely on them.
Figma’s landing page also emphasizes this with a “strong lineup of familiar brand
logos” prominently displayed , which immediately builds trust.
Statistics as Social Proof: If you have impressive usage numbers, consider highlighting
them. For instance, “Join 10,000+ professionals using [PRODUCT NAME]” or “Over 5
million tasks completed with [PRODUCT]” or even satisfaction ratings like “98%
customer satisfaction” can be convincing. Choose stats that matter: number of users,
number of companies, improvement percentages, money/time saved, etc. Make sure
they’re accurate and up-to-date. These can be formatted in a bold, large font for
emphasis, possibly with an icon. However, be cautious – generic stats like “5 years in
business” or “100 features” are less compelling than outcome-focused stats or
community size.
Case Snippet: Some pages include a very short case study snippet as proof. This could
be framed like: “Case Study: ABC Corp – Increased pipeline by 30% in 6 months using
【 】
[PRODUCT]. link ” If you have a full case study, you can tease it with a headline
result. Even without linking out (since you might not want to distract them off-page), just
stating the result from a known customer can add credibility. For example, “ACME Inc.
saved $250k in overhead in one year with [PRODUCT NAME].” Such specifics are
powerful credibility boosters.
Ratings/Badges: If your product has notable third-party ratings or badges (for example,
Gartner Magic Quadrant placement, G2 Crowd awards like “Leader Winter 2024”,
Capterra star rating, etc.), you can include those as well. Many B2B SaaS landing pages
will show something like “ ★★★★★ 4.8/5 on G2 Crowd” with the G2 logo, or “[Product]
is a Gartner Cool Vendor 2025”. These external symbols indicate that independent
sources vouch for you. Use them only if relevant to your target buyer’s decision-making.
(E.g., IT audiences might care about Gartner or security certifications, whereas end-
users might care more about peer reviews and star ratings.)

Design of the Social Proof section:

This section should stand out but also visually support credibility. Many use a different
background color (light grey or a subtle tint) to separate it from the rest of the page. You can
lead with a short heading like “Don’t just take our word for it…” or “Trusted by Teams
Worldwide” to introduce the social proof. Keep the layout clean: testimonials in quotes with
attribution, logos neatly arranged, etc. Avoid very long text; if a testimonial is lengthy, just use
the punchiest part. If you have multiple testimonials, you might use a carousel or sliding
feature, but ensure at least one is visible initially without user action.

Placement: Social proof often comes after introducing the solution and benefits, to add
weight to your claims. However, you can also sprinkle micro social proof throughout (e.g., a
quote in the hero as a caption, or a logo bar near the top if your brand is lesser known). That
said, a dedicated section around this point in the flow is common. In some cases, pages
include mini-testimonials within the features section or have a separate section later for a full
case study highlight. Decide what fits best, but ensure by the end of the page the prospect
has seen evidence from others.

Example Social Proof section:

Proven Results for Companies Like Yours

“The ROI was immediate. Within the first quarter of using [PRODUCT NAME], our
support resolution time dropped from 48 hours to under 8 hours. Our employees are
happier and our IT team is finally ahead of requests instead of constantly behind.” –
Michael Lee, IT Manager, TechCorp

Trusted by TechCorp, FinBank, HealthPlus, and 100+ others.

In this hypothetical example, we have a powerful testimonial from an identifiable person at a

company (with a specific result mentioned: resolution time drop), followed by a row of logos
(TechCorp, FinBank, HealthPlus are presumably known names in different industries) and a
caption indicating many others trust the product. This combo of qualitative (testimonial) and
quantitative (logos indicating widespread use) social proof covers both emotional trust (a
peer endorses it) and safety in numbers (many companies use it) .

Real-world example: HelloFresh (though B2C) does a great job by showing actual customer
photos and quotes pulled from social media – B2B can mimic this authenticity by using real
people and specific quotes. The takeaway is social proof should make your visitor feel
reassured: your product is battle-tested and endorsed by people/companies they respect or
relate to.

8. Feature/Benefit Section
After establishing trust, you can provide more specifics about your product’s features –
always tying them to benefits. This section is where you get to show how your product works
and what capabilities it has, but remember that prospects care about what those features do
for them. In a B2B SaaS context, features give credibility that your solution can indeed
deliver the benefits you promised. They also help more analytical or detail-oriented buyers
understand the product’s scope.

Structure of the Feature section:

Many landing pages break this into a few key feature themes, each accompanied by some
text and visuals. A common pattern is a series of content blocks, often alternating left-right,
for each major feature or category of features. Each block might include:

Feature Headline: A short title for the feature or category. For example, “Automated
Workflows,” “Real-Time Analytics,” “Collaboration Tools,” etc. This title itself could be
benefit-oriented (e.g., “Automated Workflows” implies time saved). Use headings that are
clear and jargons minimal – or if using a term, clarify it in the description.
Description: 2-3 sentences explaining what the feature is and the benefit it provides.
Follow a “feature: benefit” format. For instance: “Automated Alerts: Never miss an
important update. [PRODUCT NAME] automatically notifies your team about any critical
change or approaching deadline, so everyone stays on the same page without manual
tracking.” Here, the feature is automated alerts, and the benefit is not missing updates
and keeping the team aligned. Ensure each description answers “So what does this do
for me?” – this prevents just listing technical specs with no context. You can also include
micro-examples: “e.g., get an alert when a high-value lead visits your pricing page.” Such
specifics help the user envision the feature in action.
Visual Aid: For each feature block, include an image or icon. Ideally, show a screenshot
of that feature in the product, or a simplified illustration of it. For example, if one feature
is a Dashboard, show a snapshot of the dashboard interface. If it’s integration, maybe
show logos of other apps it connects with. If screenshots are too detailed to fit nicely, you
can use custom illustrations or icons that represent the concept (like a gear icon for
automation, a chart icon for analytics, etc.) next to the text. Figma’s landing page
approach is instructive: they don’t just list features, they show them in context with actual
screenshots and even GIFs of the feature working . This “show, don’t tell” principle helps
users understand the UI and trust that the product is real and user-friendly .
Benefit Emphasis: If not already clear from description, you might list a mini bullet or
bold text within each feature description highlighting the benefit (“save time”, “reduce
errors”, “increase collaboration”, etc.). Some designs put a short sub-point below each
feature for a secondary benefit. Just remember to keep the focus on how the feature
impacts the user positively (e.g., it’s not just “Cloud-Based Architecture” as a feature –
it’s “Cloud-Based Architecture – Access your work from anywhere, anytime.”).

If your product has many features, resist the urge to cover them all. Pick 3 to 5 of the most
differentiating and relevant features to highlight. You can group minor features under
larger themes if needed. The landing page’s job is not to be the full documentation; it’s to
give enough info to convince the visitor that you have the capabilities that matter to solve
their problem. You can always provide more detail later (on a product page, during the demo,
etc.). Too many features listed can overwhelm or bore the reader, and it might dilute focus
from the key selling points.

Ordering: Start with the feature that delivers the highest-impact benefit or the one that
addresses the top concern of your audience. For example, if automation is your big sell, list
those features first. If integration is a big differentiator (works with their existing tools), put
that early because it alleviates a common objection (“Will this work with our current
systems?”). The sequence can follow a narrative too – maybe “First, capture data… then
collaborate… then analyze results” if that fits your story.

Consider adding any visual hierarchy tricks: alternate background colors for each feature
row to delineate them, or use columns. On desktop, an alternating layout (image on left, text
on right for feature 1; then text left, image right for feature 2, etc.) creates a nice flow. On
mobile, these will just stack vertically.

Example Feature section snippet:

Key Features at a Glance:

Workflow Automation – Put repetitive tasks on autopilot. [PRODUCT NAME] comes

with customizable workflows that handle approvals, notifications, and data updates
for you. For example, when a new lead comes in, it can automatically assign a
salesperson and send a welcome email – no manual intervention needed. (Image:
screenshot of an automation rule setup)

Real-Time Dashboard – All your metrics in one place. Get a live overview of your
key KPIs – from sales funnel stats to support ticket queues – on an intuitive
dashboard. Customize it with drag-and-drop widgets. Stop switching between
multiple tools; see the big picture at a glance . (Image: dashboard screenshot with
charts)

Seamless Integrations – Works with your existing tools. [PRODUCT NAME]

integrates with Slack, Salesforce, and 50+ other apps out-of-the-box. Data flows
automatically, so your team can keep using the tools they love while [PRODUCT
NAME] ties everything together. (Image: icons of Slack, Salesforce, etc.)

Enterprise-Grade Security – Your data is safe. We provide SSO, encryption at rest,

and role-based access controls to meet the strict security standards of enterprise IT.
Compliance is baked in (SOC 2, GDPR). Never worry about data safety or privacy –
we’ve got you covered. (Image: shield/security icon)

In this illustrative example, each bullet could represent a feature block. We’ve mentioned the
feature name, described what it does, and emphasized the benefit (italicized summary). We
included a concrete example in the automation feature, which helps make it real. Also note
the last feature addresses a typical B2B objection (security/compliance) – including that in
features both educates and preemptively soothes a likely concern (it’s a feature, but also an
objection handler).

Real company pages might even link minor features to a full feature page or have a “Learn
more” but on a pure landing page it’s often better not to link away. Instead, keep all
necessary details right there.

This section is your chance to prove the promise. You claimed in the benefits section that
you can do X and Y; now you show the elements of your software that enable X and Y. It
caters to those who are thinking, “This sounds great in theory, but how exactly do they do it?”
By the end of this section, an interested prospect should be thinking, “This solution is robust
and has everything I’d need.” Coupled with the social proof, they should also think, “And
clearly it works for others.”

9. Objection Handling
Even after hearing the value proposition, seeing the benefits, and reviewing features, a
savvy B2B prospect will have some lingering questions or concerns. The objection
handling section is where you address those final doubts proactively, so the visitor feels
confident moving forward. Think of common questions that come up in sales calls or
hesitations customers have before buying or signing up, and address them head-on. In
essence, you’re preempting the FAQ the prospect might have, right on the landing page.

Common objections or questions in B2B SaaS include: pricing concerns, implementation

effort, integration compatibility, security/privacy, support availability, ROI justification, contract
commitments, etc. While you may not explicitly discuss pricing on a lead-gen landing page
(unless a free trial), you can still handle issues around cost or commitment (“No credit card
required for trial”, “Cancel anytime”, “Affordable plans that scale with you”, etc.).

Effective formats to handle objections:

FAQ (Frequently Asked Questions) Format: This is a popular way. List a few (3-5) of
the most common questions as question headers with brief answers beneath each. For
example: Q: How long does it take to get [PRODUCT NAME] set up? A: Most teams
get up and running in less than a day. Our cloud platform requires no installation, and we
provide step-by-step onboarding guidance. You can integrate your existing data within
hours. This format is easy to scan – visitors often have specific questions, and FAQ
headings let them jump to the relevant one. Use an accordion style (click to expand) if
you want to save space, but ensure it’s obvious and user-friendly. The tone of answers
should be reassuring, factual, and concise. If possible, quantify the answers (“less than a
day” as above, or “We’ve never had a security breach and we comply with X standard”,
etc.).
 Q&A woven into copy: Instead of a formal FAQ list, you might incorporate objections as
subheadings or bold statements with answers. E.g., “Worried about onboarding? Don’t
be – [PRODUCT] is remarkably easy to implement… (explanation)”. Or as myths: “Myth:
It’s too hard to switch from our current tool. Fact: [PRODUCT] offers one-click import and
dedicated support to make migration seamless.” This can be a more narrative way if an
FAQ doesn’t fit your page style.
Testimonial as Objection Handling: A clever method is to use a testimonial that
specifically counters an objection. For example, if prospects worry about support quality,
include a testimonial: “The support from [Company] has been phenomenal – they held
our hand through the whole setup. Best customer service I’ve experienced.” This
indirectly addresses the concern. Or if they worry about results: “I was skeptical about
the ROI, but within 2 months we saw a 150% return on investment.” This approach hits
two birds: social proof and objection handling at once. If you have such testimonials,
sprinkle them appropriately.

Topics to cover: Based on B2B SaaS typical concerns, here are a few you might address:

Integration/Compatibility: “Will this work with what I already use?” – reassure them
about integrations or API.
Implementation/Onboarding: “Is it hard to implement? How much IT help needed?” –
mention ease of onboarding, training, and support available.
Security/Compliance: “Is my data safe? Does this meet regulations?” – highlight
security features, encryption, compliance certifications (GDPR, SOC 2, etc.).
Scalability: “Will this grow with us? Handle enterprise needs?” – talk about how it’s
cloud-based, scalable, or used by both small teams and large enterprises, etc.
Support/Help: “If I run into issues, will I get help?” – mention support channels (24/7
support, dedicated account manager, knowledge base, etc.).
Contract/Commitment: “Am I locked in?” – if you offer easy cancellation or free trial,
emphasize that. If it’s a demo request page, maybe not relevant, but you could say
“There’s no obligation after the demo” implicitly.
Proven ROI: “Will this actually deliver value?” – here you might reiterate proof like “Our
average customer sees X improvement in Y months” or a quick mini-case as evidence of
ROI.
Pricing transparency: If you don’t mention price at all, some might wonder if it’s
expensive. You could handle softly: e.g., “How much does it cost? – We offer plans for
teams of all sizes. [PRODUCT NAME] typically pays for itself by saving 100s of hours a
year. Contact us for a quote or see pricing after your free trial.” (This invites them to
move to next step without sticker shock on the page, but assures that it’s scalable). If you
do have a simple pricing (like per user or a flat rate), you might mention it here to qualify
leads (if it’s a selling point like “flat pricing, no hidden fees”).

Keep each answer short and to the point (1-3 sentences ideally). The goal is to alleviate
concern, not dive into extreme detail (they can talk to Sales or read docs if they need more).
Design: The FAQ can be a simple vertical list. Use bold for questions and normal text for
answers. If space, you can group them into two columns (for desktop) if you have many Q’s,
or one after another. A subtle divider line between Qs can help readability. Use an icon (like a
question mark) or Q: to clearly mark questions.

Example Objection Handling (FAQ style):

Frequently Asked Questions:

Q: Is [PRODUCT NAME] secure enough for enterprise data?

A: Yes – security is our top priority. We use 256-bit encryption for data at rest and in
transit, and our platform is SOC 2 Type II and GDPR compliant. You also retain full
ownership of your data.

Q: How well does it integrate with other tools?

A: [PRODUCT NAME] offers native integrations with 50+ popular tools including
Salesforce, HubSpot, Jira, and Slack. We also have a REST API and Zapier support, so
you can connect virtually any system.

Q: We’re a small team – is this overkill for us?

A: Not at all. [PRODUCT NAME] is used by teams as small as 5 and as large as 5,000.
You can start small with our basic features and the platform will scale as you grow,
without extra complexity.

Q: What kind of support do you provide?

A: We provide 24/7 email and chat support. For enterprise customers, we offer a
dedicated account manager and phone support. Our team is known for quick, helpful
responses – you’re in good hands (just see our customer reviews!).

Q: What if we try it and decide it’s not for us?

A: We offer a 30-day free trial so you can evaluate [PRODUCT] in your workflow. If it’s
not the right fit, no problem – there’s no long-term contract unless you’re fully satisfied
and choose to subscribe.

In this example, we tackled security, integration, suitability for team size, support, and risk-
free trial/commitment – five big questions many B2B buyers might have. Each answer is
factual and reassuring. We even plugged the free trial (or it could be demo) to reduce risk.
The support answer hints at social proof (“just see our customer reviews”) which nudges
trust.

By the end of the objection handling section, a prospect should feel that there’s really no
major barrier or unknown left. Ideally, they’re thinking, “Alright, this sounds solid. Others like
me use it, it fits with my tools, it’s secure, I can try it easily – I have no reason not to give this
a shot.” At that point, all that’s left is to present them with a final, compelling call to action to
convert their interest into action.

10. Final CTA Section

The final CTA section is the culmination of your landing page. By now, you’ve guided the
prospect through awareness of their problem, introduced your solution, substantiated your
claims with benefits, features, and social proof, and addressed objections. If they’ve made it
this far, interest is high. The final section should capitalize on that by providing a clear and
strong call-to-action one more time, often paired with a concise closing argument or
reassurance.

Key elements of the Final CTA section:

Headline or Closing Statement: This can be a succinct, motivating phrase that

reiterates the core benefit of taking action. It’s like a final pitch. For example: “Ready to
supercharge your [X]?” or “Take the first step toward [desirable outcome] today.” Another
approach is a confident statement: “Experience the future of [category] for yourself” or
“It’s time to eliminate [problem] for good.” You could even incorporate the product name:
“Get started with [PRODUCT NAME] and transform your [business process].” The tone
should be encouraging and action-oriented. Keep it short – one line or a brief sentence is
enough.
CTA Button (prominent): Repeat your primary CTA here as a big, noticeable button (or
form). The text should mirror what you had in the hero, or you can vary it slightly if
context differs (e.g., “Start Your Free Trial Now,” “Request Your Free Demo,” “Get Started
Today”). Make sure the button color and style remain consistent with earlier CTA usage.
At this point, you might choose to emphasize urgency or ease one last time in the button
or near it. For example: “Get Started Now – It’s Free” or “Schedule My Demo”. The key is
it should be absolutely clear what to do next and that it’s the main thing to click.
Minimal Form (if applicable): If you didn’t include a form in the hero, you could place a
short form here for conversion. For a demo request, this might be Name, Work Email,
Company, and maybe one qualifying question (e.g., company size or a dropdown for
interest). For a newsletter or trial, maybe just email. Apply conversion-focused form
design here: keep fields to only what’s necessary (each extra field can reduce
conversion rates) , arrange them in one column (easier to fill top-down) , and clearly
label each field. If possible, enable things like autofill for convenience . Mark optional
fields if any (or better, don’t have optional ones at all – only include must-haves). Also
include a privacy snippet below the form or CTA: e.g., “We respect your privacy. Your info
will never be shared.” and/or a link to Privacy Policy (which can open in a new tab or
modal, so they don’t leave the page ). This reassurance can reduce anxiety about
submitting information. If using a button that triggers a modal form, the same principles
apply once the modal opens.
Reinforcement Points: You might add one or two brief lines near the CTA that reinforce
why the prospect should act now. This could be:
 Benefit Reminder: E.g., “Start saving time and delighting customers today.” (What
they’ll get by acting)
Risk Reversal: E.g., “Free 14-day trial – no credit card required” or “Cancel
anytime. No obligations.” This lowers any final barrier . For a demo, something like
“No obligation demo” or “Learn how [PRODUCT] can work for you – free” implies a
low-risk step.
Urgency or Scarcity (if legitimate): Sometimes pages use a subtle urgency driver,
like “Now offering [SPECIAL OFFER] for new signups this month” or “Limited spots
for next week’s demos.” But be careful: artificial urgency can feel gimmicky in B2B
unless it’s a real event (like webinar seats, expiring discount, etc.). If there is a
relevant deadline or incentive, you can mention it. Otherwise, leaning on the
inherent urgency of solving the problem is usually enough (“Every day without a
solution is a day of lost productivity – don’t wait.”).
Trust Badges (optional): If not shown earlier, you might include a final trust
indicator here. Commonly, you’ll see icons for “Secure Checkout” or “Privacy
Guaranteed” or a BBB logo, etc., but those are more for ecommerce purchase
pages. On a lead page, a small note like “Your data is secure & confidential” with a
lock icon can’t hurt if asking for info.

Design-wise, this section is often centered on the page and visually stands out (since it’s the
final block). The CTA button should be the most eye-catching element. Many designs use a
solid color background here (possibly your primary brand color or a strong contrasting band)
to make the final CTA pop. The text on that background should be high contrast (white text
on dark brand color, etc.). For example, a big blue section with a white font headline and an
orange button, etc., depending on your palette.

Ensure there’s ample spacing around the CTA so it doesn’t feel cramped. On mobile, make
the button full-width for easy tapping.

If your page is very long, sometimes repeating the CTA is wise. It’s common to have a CTA
button or form also mid-page (after the first few sections) for those who decide early. But
since this guide is one landing page structure, we assume final CTA is at bottom and
perhaps one at top (hero). Repeating CTA is a good practice – you can have it at least in
hero and again at bottom, which covers both early deciders and those who read through.

Example Final CTA section (for a free trial scenario):

Ready to streamline your workflow and boost productivity?

Get started with [PRODUCT NAME] for free and see the difference in your day-to-day
operations.

[Start My Free 14-Day Trial] (Button)

No credit card required. Cancel anytime.

In this example, the headline asks a question that brings back the main benefit (streamline
workflow, boost productivity), then a sub-line encourages immediate action with a positive
tone. The CTA button text “Start My Free 14-Day Trial” is clear and first-person, and below it
we’ve put a small note reducing risk (“No credit card required. Cancel anytime.”) to remove
friction. This final nudge assures them that trying it is easy and safe.

If the goal was a demo request instead, it might look like:

Take the Next Step – See [PRODUCT] in Action.

Schedule a personalized demo with our team to discover how [PRODUCT NAME] can
solve your [specific problem].

[Request a Demo] (Button)

We’ll reach out within one business day to arrange a time. No obligation.

Here we specifically mention a demo and even set expectation (“we’ll reach out within one
day”). That level of clarity helps the prospect know what will happen after they click, reducing
uncertainty. The “no obligation” again ensures they don’t feel like they’re committing to
anything beyond a conversation.

Finally, if you have a footer with additional navigation or info, keep it minimal on a landing
page. Possibly include a light footer with just your company name, copyright, and maybe
Privacy/Terms links (since those are often legally needed). Avoid a full site footer with
dozens of links. You don’t want to distract or give them reasons to wander off now that
they’re primed to convert. If your page design includes a standard footer by necessity, keep it
unobtrusive.

At this point, the user’s journey should naturally conclude with clicking that CTA. Everything
has been building to this moment. Make sure the click or form submission leads to a thank-
you or confirmation that continues the positive experience (e.g., a thank-you page or
message that says “Great, we’ve received your request!” or “Welcome to [PRODUCT
NAME]!”). While that’s beyond the scope of the landing page content, it’s a part of the
conversion flow worth planning.

To summarize, the final CTA section is about sealing the deal: summarizing the value one
more time, ensuring there are no last doubts, and providing a big, easy button to convert.
When done right, this section can significantly boost your conversion rate – sometimes that
last reminder and reassurance is what a prospect needs to take action.

11. Copywriting Frameworks and Formulas

Crafting the copy for each section of a landing page can be greatly aided by proven
copywriting frameworks and formulas. These are like templates for persuasive
communication, ensuring you hit all the right notes in a logical order. Below are several
frameworks particularly relevant to B2B SaaS landing pages, and how to apply them to your
content:

PAS (Problem-Agitate-Solution): This formula was implicitly used in our structure. It

goes: Problem – identify the visitor’s pain or challenge; Agitate – intensify the urgency
or emotional impact of that problem; Solution – present your product as the remedy. We
applied PAS in the sequence of sections (Problem section followed by Solution/Benefits
section). When writing copy, you can use PAS on a micro level too: for example, in an
intro paragraph or even in a headline-subhead pair. For instance, a headline could hint at
the problem (“Spending hours on manual data entry?”) (Problem), followed by a subhead
that agitates (“All that wasted time is holding your team back.”) and then introduces a
solution (“Let [PRODUCT] automate it so you can focus on closing deals.”). PAS is
effective because it resonates emotionally – it makes the reader acutely feel their need,
then immediately provides relief. Joanna Wiebe often leverages PAS in landing pages to
quickly connect with the reader’s situation and lead them to a conversion-focused
conclusion. Ensure when you use this that the problem you describe is exactly the one
your target audience experiences – this requires knowing their pain points well. The
agitation part should be truthful, not exaggerated beyond credibility, but you can use
strong language (“wasting time,” “frustrating,” “risky,” etc.). The solution part should
directly counter the problem. PAS keeps the copy tightly focused on what the user cares
about.
AIDA (Attention, Interest, Desire, Action): This classic framework maps closely to the
flow of a landing page. Attention is captured by the headline/hero (e.g., a bold
statement or question that grabs attention). Interest is then built by explaining the
problem and solution (the benefits and features that keep them reading). Desire is
heightened through social proof and detailing outcomes (testimonials, specific benefits
that make them want the solution). Action is the final CTA. When writing each part, ask
yourself: Am I getting their attention in the first sentence? Am I maintaining interest by
being relevant and engaging (no off-topic tangents)? Am I building desire by painting a
picture of a better future (and showing proof)? And finally, am I making the action clear
and compelling? If any stage feels weak, refine that part of the copy. AIDA is a guiding
principle that ensures your copy flows in a persuasive order – you wouldn’t put the CTA
at the top before they understand the product, for example, and you wouldn’t give all
features before they even know why it matters. Following AIDA implicitly yields a logical
structure. In fact, our whole guide structure from hero down to final CTA is basically AIDA
in practice.
The 4 Ps (Promise, Paint, Proof, Push): This is a formula used by some copywriters,
including in sales letters and landing pages. It stands for: Promise – make a compelling
promise to the reader (often in the headline or hero, essentially your UVP or the main
benefit promise); Paint a Picture – describe what life could be like with your product
(and/or delve into the pain of life without it – basically painting a vivid picture of either the
positive outcome or the dire problem scenario); Proof – provide evidence that you can
deliver (testimonials, data, case studies, trust signals); Push – push them to take action
(your CTA, sometimes with urgency or a special offer). On a landing page, you might see
the Promise as the headline (“We’ll double your demo bookings in 90 days,
guaranteed”), Picture as the story you tell in problem/solution (imagine having those
results…), Proof as logos and testimonials, and Push as the final CTA with perhaps an
incentive. Use this formula if you want to ensure you’re covering these bases. It’s similar
to AIDA but explicitly highlights the need for proof before the final push. B2B audiences
often require more proof than B2C, given the higher stakes, so make sure that “Proof”
element is solid – whether it’s statistics, customer success stories, or product credentials.
Before-After-Bridge: This framework is simple and powerful for copy sections
(commonly used by Ramit Sethi and others in marketing). It goes: Before – describe the
current world (with the problem) as the reader is experiencing it; After – describe the
ideal world where the problem is solved; Bridge – present your product as the bridge to
get from Before to After. On a landing page, you could use this in the hero or early
section. For example: “Right now, your team is juggling four different tools (and drowning
in spreadsheets) just to manage projects (Before). Imagine having everything organized
in one place, updates instant, and projects running smoothly (After). [PRODUCT NAME]
is the platform that makes this possible (Bridge).” This is a concise way to create a mini
narrative in a few sentences. It helps users visualize the contrast between not having
your solution and having it. We effectively did a large-scale Before-After-Bridge: problem
section (Before), solution benefits (After), and introducing product (Bridge). But you can
do it in microcopy too, like in an intro or a key paragraph.
The 5 Stages of Awareness (Eugene Schwartz): While not exactly a “copy formula,”
understanding your audience’s awareness level is crucial to framing your copy. Schwartz
outlined that prospects can be: Most Aware (already know your product well – rare for a
landing page unless it’s retargeting traffic), Product Aware (know solutions like yours
exist, maybe even know your name, but not sure if it’s for them), Solution Aware (know
the kind of solution they need but not aware of your specific product), Problem Aware
(know their problem but not solutions), Unaware (not even conscious of the problem).
B2B SaaS landing pages usually target Problem Aware or Solution Aware visitors – for
example, someone clicking an ad likely knows they have a problem and are looking for
solutions, or they know of some solutions (competitors) and are checking yours. Tailor
your copy accordingly . If they’re Problem Aware, you spend more time agitating the
problem and educating why a solution is needed, then introduce your product. If they’re
Solution Aware, you might skip heavy problem agitation and focus more on why your
approach is superior. For instance, if advertising to people already searching for “project
management software,” you’d assume they know they need project management
software (Solution Aware), so your headline might be “The Project Management Tool that
[unique benefit]” – focusing on your unique value, rather than explaining what project
management software is or why they need it. On the other hand, if targeting people who
aren’t actively searching, maybe highlight the problem (“Projects falling behind?”) to
make them realize the need. Always meet the reader where they are. As the
Copyhackers content noted, “write your landing page copy to address your reader’s key
problem or concern… writing for their stage of awareness” – this ensures relevancy.
The Rule of One: A more general guideline: focus on one reader, one big idea, one
offer, and one action throughout the page. Don’t try to appeal to multiple different
audiences with different messaging on one page – it will dilute the impact. Instead,
choose a primary persona (e.g. “IT Manager at a mid-size company struggling with
helpdesk overload”) and write as if to that one person. Likewise, stick to one overarching
value proposition or “one big idea” – e.g., “automating your workflow is going to save you
tons of time.” Everything should revolve around that, rather than introducing a second
major, unrelated benefit halfway. And of course, one offer (the conversion goal, whether
it’s trial or demo or download) – don’t give them multiple different CTAs (no “Buy now”
and “Subscribe to newsletter” on the same page, for example). This rule keeps the
landing page tight and conversion-focused.
Use Power Words and Action Words: While writing, incorporate persuasive language
that evokes emotion or action. For B2B, you’ll lean towards words that imply
improvement, ease, reliability, trust, etc. Words like “save”, “boost”, “streamline”,
“effortless”, “proven”, “instantly”, “guaranteed”, “secure” can trigger positive responses.
However, maintain a professional tone – avoid hype that isn’t credible. Concrete terms
often beat vague superlatives; e.g., say “Increase conversion rates by 20%” instead of
“massively improve conversion!” if you have data. The Unbounce advice was that good
copy “shouldn’t read like copy” – meaning it should come off as natural and clear, not
salesy. So a balance of power words with clarity is key.
Voice-of-Customer (VoC) Copy: One of Joanna Wiebe’s hallmark strategies is using
actual customer language in your copy. This means pulling phrasing from customer
testimonials, reviews, support calls, etc., to use in headlines and descriptions. It ensures
your copy resonates because it’s literally how customers describe their pain and your
solution. For example, if multiple customers said “It’s like a night-and-day difference in
our reporting,” you might use “Night-and-Day Difference in Reporting” as a tagline or
testimonial headline. Using their jargon (if common among target users) or their
emotional descriptors can click with readers who share those feelings. If you have such
data, sprinkle it in – it can often be more powerful than what a copywriter might invent.
Copy Length and Structure: Another strategic decision: long-form vs short-form. In
general, as CXL notes, if your offer is low commitment (like a free trial or free download),
you can lean shorter – people need less convincing for a free thing . If it’s a bigger
commitment (like a pricey product or a request that eventually leads to a purchase),
longer copy can perform better because it answers more questions and builds a case .
For B2B SaaS lead gen, often you’re offering something free-ish (a demo, a trial), which
might not require extremely long copy – but you also want qualified leads, so providing
enough detail to pre-qualify and educate can be good. It’s common to see mid-length
pages for these (maybe 5-7 sections, which is what we have). If you find your
conversions are low and you suspect people need more info, you can test a longer page
with more content (maybe an additional detailed case study section, or more use cases).
Conversely, if it’s too long and people drop off, test trimming it. There’s no one-size-fits-
all for length; the rule is use “as many words as necessary, but no more,” which you’ll
find by testing. MarketingExperiments’ (Flint McGlaughlin) research suggests length
 depends on cost and complexity – higher cost/complexity = longer copy might be
needed . For our context (lead capture, not direct sale), moderate length focusing on
clarity likely suffices.

Using these frameworks and tips, you can systematically create and critique your landing
page copy. For example, you might draft a section and then check: Did I follow PAS? Or
check the whole page: do I have elements of AIDA in place? You can even combine
frameworks – e.g., use PAS within an AIDA flow. They’re not mutually exclusive but rather
tools. As Joanna Wiebe’s quote earlier indicated, always tie it back to the goal: include only
copy that drives toward that CTA . If a piece of copy doesn’t serve a strategic purpose (like
establishing a benefit, providing proof, or prompting action), consider cutting or rewriting it.

Finally, remember to write conversationally but confidently. B2B copy can be friendly and
human (no need for stiff corporate speak) while still assuring the reader that you’re an
expert. Read your copy aloud – it should sound like one colleague enthusiastically explaining
a solution to another, rather than a technical manual or, on the flip side, a late-night
infomercial. Clarity, relevance, and persuasiveness are the trifecta you’re aiming for, and
these frameworks are your playbook to achieve that.

12. Visual Hierarchy and Design

Design and copy must work hand-in-hand on a landing page. A well-thought-out visual
hierarchy ensures that a visitor’s eyes are drawn to the most important elements in the right
order. Good design not only makes the page attractive but also improves conversions by
making the content easy to digest and the CTA hard to miss. Here are key design principles
and best practices for a high-converting B2B SaaS landing page:

Establish a Clear Visual Hierarchy: Visual hierarchy is about the relative prominence
of elements. Typically, your headline should be one of the first things noticed – use a
large font size and strong contrast (dark text on light background or vice versa). The
subheadline slightly smaller. Your primary CTA button should stand out – often designers
use a color that contrasts with the rest of the page for the button (for example, if your
scheme is mostly blues and greys, a bright orange or green button can pop). Use weight
(boldness) and position (higher on page) to signal importance. Supporting text can be
smaller and lighter. If everything is bold and big, nothing stands out; conversely, if
everything is small and subtle, nothing grabs attention. So decide on a visual priority:
e.g., 1) Headline/UVP, 2) CTA, 3) Key benefit statements or image, 4) body text, etc.,
and style accordingly. Whitespace (empty space) is crucial: it groups related items and
separates different sections, preventing overload. As noted earlier, a clean layout with
whitespace helps the visitor focus on core messages . For instance, Wix’s page used
whitespace to keep focus on the main message and CTA .
Above-the-Fold Clarity: While users do scroll, it’s important that the top of the page
(above the fold) conveys the primary message and shows an action. Design your above-
fold area (hero) such that the headline, subheadline, and CTA are immediately visible on
standard screen sizes . Don’t push these key elements too low with an oversized image
– often, a balanced split of text and image or a background illustration works well so that
the text isn’t overshadowed. Also, avoid too tall a navbar or header at top; since we likely
have removed nav links, you can keep the header minimal (maybe just a small logo).
This ensures more of your persuasive content is seen first.
Use Section Breaks and Headings: Each section of your page (hero, problem,
solution, etc.) should be visually distinct so that it’s easy to scan. You can do this by
alternating background colors (e.g., white, then light grey, then white, etc.), or using
background images versus plain backgrounds, or simply by having sufficient padding
between sections. Prominent section headings (e.g., “Trusted by Teams Worldwide” or
“How It Works”) help a scanner know what that section is about. Many visitors scan
before reading – they might scroll down, see the headings “Problem… Solution…
Features… Testimonials…”, and then decide to scroll back up and read details of the
parts that caught their eye. So make sure your headings are meaningful and not too
cryptic. They act as signposts.
Typography Choices: Use easy-to-read fonts. Sans-serif fonts are common in
tech/SaaS for a modern clean look (e.g., Open Sans, Roboto, Helvetica, etc.), but a serif
can be fine for headings if it fits your brand. Just avoid overly decorative fonts. Ensure
sufficient font size: body text likely no smaller than ~16px on desktop for readability (and
scale accordingly for mobile). Line spacing (line-height) should be comfortable (around
1.4–1.6 for body text). For headings, something larger like 30px-36px for H1 (headline),
and maybe 20-24px for H2/subheads. Hierarchy should be clear: big headline, medium
subhead, smaller paragraph text, smallest captions or footnotes. Use weight (bold) to
highlight important words or phrases, but sparingly. Bullet points and numbered lists are
great for breaking up text – ensure list items have a hanging indent or some styling that
makes them easy to skim.
Color and Contrast: Stick to a coherent color palette (usually your brand colors).
Typically, you’ll have a primary color (often used in your CTA and headings or accents), a
neutral background (white or light grey), and possibly a secondary accent color. High
contrast between text and background is a must for accessibility (dark grey or black text
on white is easiest to read; light grey on white is a no-go for main text, though it can be
used for less important info like form labels). Use color to draw attention: e.g., a brightly
colored CTA button, or an important statistic in a different color. But avoid too many
different bright colors fighting for attention. A good rule is to have one primary action
color (for CTA), one primary text color, and one background color per section. If you use
a dark background section, switch text to white on that section for readability.
Imagery and Media Use: Images can greatly enhance understanding and engagement,
but they should be used thoughtfully. Show the Product whenever possible – if your
SaaS has a UI, include screenshots or an explainer video or animation. People want to
see what it looks like. Figma’s example of embedding GIFs of the product in use is
powerful because it demonstrates features live . You may not do GIFs, but even a static
screenshot with highlights can help. Consider adding annotations on screenshots (like
arrows or labels pointing out key parts) if it helps convey points quickly – but keep it
clean. Use directional cues as mentioned: images of people should be looking toward
the key text or CTA , or use an arrow icon if you want to point to “Scroll down to learn
more” or toward the form. Avoid overly large images that dominate without adding value.
In B2B, cheesy stock photos (like generic smiling businesspeople shaking hands) can
actually reduce credibility. Authentic images (like your team, or your actual software
interface, or customers using it) are better. If you include a customer photo in a
testimonial, make sure it’s professional and clear (and that you have permission). Also,
optimize images for web – compress them so they don’t slow the page (which affects
conversion).
Directional Flow: Arrange elements on the page in a logical flow that guides the eye.
Typically, people read left-to-right, top-to-bottom (in Western languages). Use that
pattern: important stuff top and left, supporting stuff to the right or below. For example, a
common layout: left side text (headline, bullet, CTA) and right side image in a two-column
hero. This often works well since people first read the left text, then glance at the image.
You can reverse if the image is what grabs attention and text explains it, but test to see
which resonates. For sections down the page, alternate to create a subtle zig-zag for
interest (e.g., feature 1: text left, image right; feature 2: image left, text right). This can
keep the layout from feeling monotonous, yet it’s still structured. Ensure that on mobile
(where everything becomes one column), the order is still logical – usually, you’d stack
text above image or image above text intentionally. Check that the mobile view doesn’t
show a random image before context or vice versa – you may need to change the order
in your responsive design.
“Inverted Pyramid” / Important info first: Borrowing from journalism, lead with the
most critical info. We’ve done that in structure (value prop first). In design terms, make
sure the top sections contain the essentials and that they catch attention. If someone
only sees the first screen, they should get the gist. Additionally, within each section or
even each paragraph, try to put the key message early. For example, in a feature bullet,
start with the benefit keyword (e.g., “Faster approvals: …”). This way, even if someone
skims the beginning of lines, they catch the main points. The inverted triangle
technique described for Wix’s page – putting the most important information at the top
and then supporting details – is exactly this . It helps ensure the reader’s attention is
captured and they can dig deeper if interested.
Keep It Fast and Lightweight: Design isn’t just about looks; it’s also about
performance. As noted earlier, slow pages kill conversions – a 1-second delay can
significantly drop conversion rates. So optimize the visual elements. Use compressed
images, as few external scripts as necessary, and consider using modern web
techniques like lazy loading images (load images as they come into view rather than all
upfront). Unbounce found that a large chunk of visitors will bail if a page is too slow on
mobile . So design with performance in mind: no auto-playing huge video files (if you use
a background video, compress it or use a short loop), no heavy animations that aren’t
adding value. Test your page on a tool like Google PageSpeed Insights to catch heavy
elements. Also, ensure cross-browser consistency – test on Chrome, Firefox, Edge, etc.,
and obviously different screen sizes. A broken layout can hurt credibility (“if their website
is buggy, can I trust their product?”).
Responsive & Mobile-first Design: We have a separate mobile section next, but as
part of visual design – design for mobile early, not as an afterthought. Use a responsive
grid that can stack columns. Check that font sizes are readable on small screens (you
might need slightly larger or adjust spacing on mobile). Also, consider mobile-specific
adjustments: e.g., maybe on mobile you use a shorter headline if it was very long (to
avoid it pushing everything down). Or you might hide certain illustrations on mobile if
they crowd the view. The core content should remain the same, but maybe the layout
simplifies. For example, multi-column feature blocks become vertical cards. The CTA
button should probably be centered and large on mobile (often spanning the width of the
screen for easy tapping). A trick: some mobile pages add a “sticky” CTA bar at the bottom
of the screen that is always visible (“Try for Free” sticky button) – this can increase
conversions by giving a constant easy action. But do this only if it’s not too intrusive and
you have a clear primary action. If your page is long, a sticky mobile CTA might be worth
testing.
Consistency: Maintain a consistent style throughout. Use the same font family for all
text (maybe a second font for headings if you brand uses one, but don’t use many
different fonts). Use the same color for all primary buttons (don’t make each section’s
button a different color – the user should learn “the orange button means action”). Make
iconography match (if you use flat icons in one place, don’t use clashing 3D icons
elsewhere). Consistency in design helps the page feel cohesive and professional, which
in turn affects trust. Inconsistencies can be jarring or look like mistakes. Also align
elements neatly – use grids and guides so that things line up in a pleasing way. Margins
and padding should be uniform between sections. These subtle touches make the page
look polished. B2B buyers do subconsciously judge professionalism from your site’s
appearance; a well-designed page suggests a quality product, whereas a sloppy page
can raise doubt.
Highlight and Emphasis: Use visual emphasis strategically to call out key points. Aside
from bold text, you can use design elements: e.g., an icon next to a key benefit bullet
can draw attention to each benefit, or a subtle background box or highlight around an
important testimonial quote can make it stand out. Some pages use contrast boxes to
highlight, say, a stat or quote (e.g., a big quotation mark graphic behind a testimonial, or
a shaded box around an ROI statistic). You can also use arrows or circles in images to
highlight parts of screenshots (like circling a spike in a graph that your tool achieved).
Another tactic: add small captions under images to reinforce points. People often read
captions under images (they are one of the most-read bits of text). So if you put an
image of your dashboard, caption it like “All your KPIs updated in real time on a single
screen.” That itself is a selling point and people’s eyes will catch it as they look at the
image.
Directional Cues and Eye Path: We touched on this: leverage any natural visual cue to
guide the user. If you have a person’s photo, their line of sight should ideally be toward
your form or headline (studies in visual psychology show we follow gazes). Arrows or
 triangles can literally point at CTAs or down the page to encourage scroll (like a
downward arrow at the bottom of the hero suggesting more content below). Use
contrasting shapes: e.g., if your design is mostly flat and rectangular, a circular graphic
around “30% OFF for limited time” (if you had an offer) would stand out because it’s a
different shape. For CTA buttons, an arrow icon on the button (like “→” or a right
pointing arrow) can subconsciously signal this is the next step and can slightly lift clicks.
Also ensure that clickable elements look clickable – e.g., underlined or colored text for
hyperlinks (if any), and buttons with a 3D or hover effect. As Unbounce mentions, buttons
should look like buttons , not just flat text that could be missed.
Media (Video) Considerations: If you include a video (like a demo video or customer
testimonial video), use a good thumbnail with a play button icon to invite clicks. Keep the
video short (1-2 minutes) if it’s an explainer – few will watch a 10-min video. Also, provide
a text summary of the video’s content for those who don’t watch (and for SEO). Don’t
auto-play sound; allow user to play it. Video can boost engagement if done well, but
always test as sometimes a static page converts better if the video distracts or loads
slow. If you embed from YouTube/Vimeo, consider using their async scripts or a light
embed to not slow initial load.
Testing Visual Elements: Sometimes small design changes can impact conversion:
different hero image, different button color, using a shorter vs longer page, etc. For
example, there’s often debate about video vs static image in hero, or showing a person
vs showing a product. These are good candidates for A/B tests. Oli Gardner often
emphasizes testing big differences like completely different layouts or imagery to see
what resonates (sometimes a “uglier” simple page can outperform a heavily designed
one because it’s clearer). Start with best practices, then iterate based on user behavior
(e.g., if scroll maps show people not reaching CTA, maybe try bringing CTA higher or
adding one mid-page).

In sum, the visual design of your landing page should facilitate the story your copy is
telling. It should guide the reader’s attention step by step: first to the value prop, then to why
it matters, then to evidence, then to action. An appealing design builds trust (nobody
wants to sign up for something on a page that looks sketchy or outdated) – in fact, trust can
be lost in seconds if the design is poor. Peep Laja and other CRO experts often talk about
the “Blink test” – in a blink, does the page appear credible and relevant? Design heavily
influences that immediate impression. Make sure your design passes that test: modern,
clean, professional, and laser-focused on the conversion goal.

By combining strong copy with a strong visual hierarchy, you create a landing page that
communicates effectively at both a textual and visual level. The result is a page that is not
only informative and convincing but also easy and even enjoyable to navigate – which
ultimately encourages more visitors to convert into leads or customers.

13. Mobile Optimization

With an ever-increasing number of B2B users engaging via mobile devices (think of
executives checking emails or LinkedIn on their phones, or someone researching tools on a
tablet), designing your landing page with a mobile-first mindset is crucial. Even if the final
conversion (like filling a longer form) often happens on desktop, the first impression or initial
research might occur on mobile. A poor mobile experience can cause drop-offs and lost
opportunities. Here are best practices and strategies for mobile optimization of your landing
page:

Responsive Design: Ensure your landing page is fully responsive, meaning it

automatically adjusts layout, content, and images to fit various screen sizes (from large
desktop monitors down to small smartphones). Use CSS media queries or a responsive
framework (like Bootstrap or flexbox grids) to reposition elements vertically for narrow
screens. On mobile, a single-column layout is standard – content that was side-by-side
on desktop will stack. Test the responsive behavior early in development so you can
tweak the design specifically for small screens (don’t just rely on the default stack;
sometimes you might change the order or hide/show certain elements for mobile).
Prioritize Key Elements on Mobile: Screen real estate is limited, so be intentional
about what shows up first. Likely, you want your headline, a concise supporting text, and
the CTA button to appear without requiring a scroll or after just a tiny scroll. Large hero
images that occupy the entire viewport can push your CTA off-screen – consider using a
smaller image or even omitting a non-critical decorative image on mobile so that the user
sees the call-to-action early. For instance, if you have a side-by-side hero, on mobile it
might put image first then headline, which you might not want; you might choose to show
headline then image then CTA, or headline then CTA then image. Sometimes showing a
cropped or simplified version of the image on mobile (like just an icon or no image at all)
can be beneficial to keep focus on the message and CTA.
Mobile-Friendly Navigation (or Lack Thereof): Since we likely removed navigation for
conversion, this is less of an issue, but if you did keep any nav or anchor links, use a
simple hamburger menu or skip nav entirely. No one likes zooming or horizontal
scrolling, so everything must fit and be readable in portrait orientation without zoom.
Legible Text on Small Screens: Make sure font sizes scale appropriately. What’s
readable on desktop might be tiny on mobile. Typically, 16px base on desktop might
need to be similar (or slightly larger, like 18px) on a high-density mobile display. Avoid
paragraphs of tiny text. Use at least medium weight fonts for body (thin fonts can be hard
to read on mobile). Also, increase line spacing a bit if needed to prevent lines from
feeling cramped on a small screen. Shorten any long headlines or break them into
multiple lines so they don’t become too small or break awkwardly. It might be worth
writing a slightly shorter version of the headline for mobile if the desktop one is very long.
Optimized Images for Mobile: Large images can slow mobile load times (especially on
cellular networks). Use responsive image techniques (the attribute or media queries) to
load smaller image files on mobile. Also consider the format – maybe use modern
formats like WebP for better compression. If an image is purely decorative and adds
more bytes than value, consider hiding it on mobile to improve speed and focus (e.g.,
some background images or complex illustrations). However, do keep images that
convey essential information, like product screenshots or icons for list items. Those may
be scaled down. Also, ensure images are not causing horizontal scroll – set max-width:
100% so they shrink to container width.
Touch-Friendly Design: On mobile, all interactive elements must be easily tappable.
Buttons should be large enough (generally 44px height at minimum, as per UX
guidelines, for a finger tap target). Adequate spacing around a button or link ensures the
user doesn’t accidentally tap the wrong thing. If you have form fields, make sure tapping
into a field zooms appropriately or that input fields are not too close together. Use the
proper HTML input types (e.g., type=“email” so that mobile keyboards show the @
symbol, type=“tel” for phone number to show numeric keypad). These little touches
smooth the mobile UX. Also consider click-to-call functionality if relevant: e.g., if you list
a phone number, make it a tap-to-call link (tel:). For B2B, if you offer a hotline or sales
number, a mobile visitor might appreciate just calling directly.
Sticky Mobile CTAs: As mentioned, a common mobile pattern is to have a sticky footer
bar that has the CTA button (or a simplified form field like “Enter email to get started”)
always visible. This is useful because on a long mobile page, the CTA might not be
visible at all times (and scrolling back up can be less intuitive on mobile). A sticky CTA
ensures no matter where the user is, they have the ability to act. For example, after a
user scrolls past the hero, you could have a small bar appear at the bottom: “Ready to
try [Product]? [Sign Up Free]”. Make sure it’s not too tall to avoid covering content, and
that it can be easily closed if not wanted. Test if this improves conversions – sometimes it
does by reducing friction to find the CTA.
Collapsible Content: On mobile, if you have very long sections (like FAQ questions or
feature descriptions), you might use collapsible accordions to allow users to tap to reveal
more info. For example, showing only the FAQ questions as a list and letting them
expand the answer they care about can save vertical space. Just ensure it’s obvious that
they are expandable (maybe a “+” icon or arrow). Similarly, long testimonials could be in
a swipeable carousel instead of one huge column – users can swipe left/right to see
more quotes. But implement these carefully; sometimes carousels go unnoticed if not
clearly indicated. Also, test if hiding content in accordions affects engagement – some
argue it might lower how much people see, but if the page is super long on mobile, it
could help manage information overload.
Performance on Mobile: This is worth re-emphasizing – mobile networks can be slower,
and device CPUs less powerful. So all performance best practices (minimize scripts,
compress images, leverage browser caching, etc.) are even more vital. Google’s mobile-
first indexing also means the mobile performance can affect SEO. Tools like Google
PageSpeed Insights or Lighthouse give mobile-specific recommendations (like limiting
main-thread work, etc.). A fast mobile page (1-3s load) keeps users from bouncing.
Consider using Accelerated Mobile Pages (AMP) if applicable, which can deliver near-
instant loads , though implementing AMP has trade-offs in design flexibility. If you expect
a lot of mobile ad traffic, AMP might be an option. Otherwise, just optimize your normal
responsive page.
 Avoid Mobile-Specific Frustrations: Some things to avoid: don’t use pop-ups that
cover the screen on mobile (Google penalizes intrusive interstitials; plus it’s just
annoying). If you use a pop-up (like for a cookie consent or promo), ensure it’s easy to
close on a small screen. Don’t have elements that only work on hover – e.g., desktop
might show a tooltip on hover; on mobile there’s no hover, so ensure anything important
is visible or triggered by tap instead. Check that any animations or videos play correctly
(and if using video, allow fullscreen or a good viewing experience on vertical screens).
Also, think about mobile context: mobile visitors might be on the go, with less time or
patience. So maybe compress your content a bit – can you cut any fluff for the mobile
view? Some companies even create shorter landing pages for mobile vs. desktop,
focusing on key points, to account for that user behavior difference. You can AB test that
approach (like hide some sections on mobile and see if conversions still hold or
improve).
Test Across Devices: Don’t assume because it looks fine on your phone that it’s fine on
all. Test on both iOS and Android, on popular devices of various sizes (small older
iPhone SE, common iPhone, a Samsung Galaxy, etc.), and on a tablet size if possible.
Each can have slight differences in how things render (fonts, video playback, etc.). Also
test both portrait and landscape orientation on a phone – sometimes an element might
be okay in portrait but overlapping in landscape. Ensure forms and CTAs are functioning
(e.g., the form submit button is visible and clickable on mobile, etc.). If possible, use
analytics to see what portion of users come from mobile and which devices, to prioritize.
Leverage Mobile Features (if sensible): There are some mobile-only capabilities that
could enhance UX. For instance, you could integrate a SMS option like “text me the link”
for later (some B2B pages do this – if a user is on mobile but wants to sign up on
desktop, they can send themselves a link via SMS). Or QR codes on desktop to
continue on mobile, etc. For example, Slack’s signup page once had a feature to email
you a link to the app. Similarly, if someone finds you on mobile but prefers desktop to try,
offer to send them a convenient reminder. Another is mobile-specific CTAs like “Add to
calendar” if scheduling a demo or “Download our app” if relevant. But these are extra –
the main idea is remove friction. One interesting trend is one-tap sign-ups using OAuth
(like “Sign in with Google/LinkedIn”) which can be even more appreciated on mobile to
avoid typing. If generating a lead via a form, consider allowing a Google account sign-in
to pre-fill info or using LinkedIn Lead Gen forms on LinkedIn ads that auto-fill details –
those can drastically improve mobile conversions by reducing typing. If not directly on
the page, perhaps mention “Or email us at X” for those who find forms painful on mobile
– but that may complicate tracking.

In short, treat the mobile version of your landing page with as much importance as the
desktop version. B2B decision makers might often use desktops during work hours, but
many also browse on tablets at home or phones during commutes. Mobile optimization is
not optional. It ensures you’re not unintentionally turning away a chunk of your audience
with a subpar experience.
Remember, mobile users may have slightly different intent – sometimes just researching,
sometimes ready to act – so cater to both quick info and the ability to convert. If the
conversion is complex (e.g., long demo form), at least let them easily raise their hand (“Send
me more info” or schedule with minimal input). One interesting stat: by 2024, a lot of B2B
search traffic is mobile, even if final sign-off happens on desktop. So a smooth mobile
experience might capture leads that you can nurture.

By implementing these mobile best practices, you’re ensuring that your landing page
performs effectively across all devices, providing a consistent message and conversion
opportunity whether your prospect is at their desk or on their phone. In essence, mobile
optimization is conversion optimization.

14. Conversion Rate Optimization

Designing and launching your landing page is just the beginning. To truly achieve a high-
converting page, you should adopt a mindset of continuous Conversion Rate Optimization
(CRO). This involves monitoring how users interact with your page, hypothesizing
improvements, and testing changes to incrementally boost your conversion rate (the
percentage of visitors who complete your primary goal, e.g., filling the form). Below are
strategies and recommendations to optimize conversion rates over time:

Establish a Baseline and Track Metrics: First, set up analytics to track your conversion
rate and other user behaviors. Use a combination of tools: Google Analytics (with goals
or events for the form submissions or button clicks), and possibly a heatmap/recording
tool like Hotjar or Crazy Egg to see how people scroll and click. Know your baseline –
e.g., “Our current conversion rate is 5%” – and track how changes affect it. Also track
secondary metrics like bounce rate (especially on first screen), time on page, drop-off
points, etc. B2B SaaS landing page conversions might vary but remember some stats:
average landing page conversion across industries ~5.9%, SaaS around 9.5% . So if
you’re below that, lots of room to optimize; if you’re above, still test because top
performers often get 20%+ conversion with targeted traffic .
A/B Testing: One of the most reliable ways to improve conversion is through A/B
testing (a.k.a. split testing). This means creating a variant of your page with one
significant change and splitting the traffic between the original (A) and variant (B) to see
which performs better. Tools like Optimizely, VWO, Google Optimize (though Google
Optimize is set to sunset in 2023, alternatives exist) can help set this up. Test one major
element at a time so you can attribute the cause of change: for example, test a different
headline, or a different hero image, or a shorter vs longer page, or a different CTA text.
Running multiple tests over time is ideal: you might find that a more benefit-focused
headline lifts conversions by 10%, or that moving the form up higher yields +15%.
Always let tests run long enough to get statistically significant results (depending on
traffic, it could be days or weeks). And don’t be afraid of a test failing – knowing what
doesn’t work is as important as knowing what does. It’s a continuous learning process .
Some A/B test ideas for B2B SaaS landing pages:
 Headline phrasing (pain-focused vs. benefit-focused vs. question format).
CTA wording (“Get a Demo” vs. “Schedule My Demo” vs. “Try it Free”).
Color or size of CTA button (ensure it’s noticeable enough).
Form length (all fields vs. fewer fields). For instance, test requiring phone number
vs. not – maybe removing it increases submissions (but gauge lead quality).
Social proof inclusion (with vs. without a particular logo or testimonial if you suspect
it matters).
Page length (detailed info vs. trimmed succinct version). Some audiences might
convert better with brevity if they are already aware; others might need detail.
Media use (video hero vs. static image hero, or showing product GIF vs. static
screenshot).
Analyze User Behavior: Use heatmaps to see where people click. Are they clicking
non-clickable things (like trying to click an image or text)? That might indicate confusion
or a desire for more info (“I expected this image to enlarge or be interactive.”). If many
are clicking your logo despite no nav, maybe they wanted to learn about your company –
perhaps add an “About us” link in the footer if that’s stopping them. Check scroll maps:
what % scroll down to each section. If a critical section (like the form) isn’t being seen by
many, you may need to reposition content or make the page shorter. Session replay can
show where people get stuck – maybe someone tries to fill the form but abandons when
they reach a certain field (indicating that field might be off-putting). Or you might see
multiple users scrolling up and down, maybe indicating they are looking for something
that isn’t there (like pricing info – which might tell you these are more bottom-of-funnel
than you thought, so maybe you address pricing or have a “Contact us for pricing” to
capture them).
Qualitative Feedback: If possible, gather feedback from actual users or prospects. You
can add an exit-intent survey (a small pop-up when someone is about to leave) asking
“What stopped you from signing up today?” or “Did you find what you were looking for?”
– some will respond with insight (e.g., “Just researching, not ready” or “Didn’t see
enough integration details” or “Price too high” if pricing was mentioned). You can also
have your sales team talk to leads about how they found the page and if anything was
unclear. Or use tools like Wynter or usability tests to get fresh eyes on the page. Peep
Laja often emphasizes the importance of qualitative research in CRO – metrics tell you
what is happening, feedback tells you why.
Optimize Form Design: Forms are often the point of friction. A few conversion-focused
form strategies to apply and test:
Minimize fields: Only ask what you truly need at this stage . Each unnecessary field
can drop the conversion a bit. For lead gen, usually name, email, maybe company.
If your sales process values another qualifier (like job title or company size), include
it but consider making it dropdown or easy. If the form is short (2-3 fields), it looks
less intimidating, especially on mobile .
Field placeholders/labels: Always have clear labels. If you use placeholder text
inside fields, ensure it doesn’t disappear on focus (some designs only use
 placeholders as labels which can hurt usability when the text vanishes as you type).
It might be better to have floating labels or top labels.
Error messages: Make sure if an error occurs (e.g., missing required field), the
message is clear and in plain language, near the field. A frustrating form that
doesn’t validate well can cause drop-off.
Progressive profiling / multi-step: If you absolutely need more info, consider a multi-
step form (for example, page 1 asks basic easy info, then page 2 asks a couple
more specific questions). Sometimes multi-step forms convert better because the
user makes a small commitment first and is more likely to finish (the psychology of
starting something). For example, step 1: “What’s your work email?” (once they fill it
and click continue, step 2 asks name and one more thing). The completion rates
can be higher than one big form. But test this – it adds complexity.
Auto-fill and integrations: Use browser auto-fill attributes (like autocomplete="name"
etc.) so users can fill faster. If you have the ability, integrating something like
Google’s one-tap sign up or LinkedIn auto-fill for forms can reduce friction.
Trust signals near form: As mentioned, a small note like “We won’t spam you” or a
padlock icon with “Your information is secure” can help. Also, if you can say
something like “Join 500+ companies – Sign up now” near the form, that’s a mini
social proof boost right at conversion point.
Thank-you optimization: After conversion, what happens? Optimize that too. If it’s a
thank-you page, that’s a chance to further engage (maybe suggest next steps, or
even a secondary conversion like follow on Twitter or refer a colleague). But from
CRO perspective, also use the thank-you page to track conversions accurately (so
you can measure A/B tests on the form funnel).
Remove Distractions and Continue to Refine: Recall Oli Gardner’s principle of
attention ratio – ideally 1:1 (one goal, one CTA). If you find any element on the page
that doesn’t contribute to conversion, consider removing or modifying it. For example, if
you had a secondary CTA or link and data shows people click it and then drop off, maybe
kill that link. If a video is on autoplay and annoys users (by watching session replays or
high bounce), maybe change how it plays. Always be critical: “Does this help persuade,
or could it distract/confuse?” Streamline content if needed. One company might remove
a whole features section if they realize the audience doesn’t need that detail, boosting
conversion by keeping things simple. Another might add more details if people seem
unconvinced. It’s iterative.
Segment and Personalize (Advanced): As you get more sophisticated, you can
consider segmentation. For instance, traffic from LinkedIn ads might behave differently
than organic traffic. You could tailor the page or create variant pages for different
segments (e.g., one focusing on a specific industry use-case if your ads target that
industry). Or use dynamic text replacement to mirror ad keywords (Unbounce allows,
e.g., automatically inserting the search query into the headline for relevance ).
Personalization can also be by stage: if you know a visitor is returning (maybe via
cookie, or if coming from an email campaign to already-signed-up users), you might
show a different message (“Welcome back, ready to finish signing up?” etc.). These
 require some tooling and careful logic but can yield higher relevance = higher
conversion. Start simple though: maybe just separate campaigns for different audiences,
each with a tweaked landing page.
CRO Mindset – Kaizen (Continuous Improvement): View your landing page as a living
asset. After initial launch, schedule regular reviews (monthly, quarterly) of performance.
Run tests or changes, gather data, implement winners. Over time, these small gains
compound. For example, a 10% lift from a headline test, then a 15% lift from form
simplification, then 5% from a new testimonial – combined, you’ve significantly boosted
lead volume. Meanwhile, ensure the leads remain quality – check with sales that you’re
not just getting more low-quality form fills. Sometimes adding a tiny bit of friction (like one
qualifying question) can improve lead quality. It’s a balance based on your goals (pure
volume vs quality).
Document Your Tests and Learnings: Keep a conversion log. Note what you changed,
why, and what happened. This avoids repeating mistakes and helps onboard others to
your strategy. For example, log “Tested headline focusing on ROI vs emotional benefit.
ROI headline improved conversions by 8%. Conclusion: our audience responds to
quantitative claims.” This knowledge is gold for future campaigns or pages too.
External Benchmarks and Ideas: Stay informed on current CRO trends and case
studies. B2B SaaS CRO is an active area; what works evolves. For instance, a 2025
trend might be interactive content on landing pages (like a quick self-assessment quiz) to
engage users – if you see evidence that’s working, you might try it. Or new laws (like
data privacy regulations) might influence design (e.g., needing cookie consent which can
affect experience). Follow experts like the ones mentioned (Peep Laja at CXL, who often
shares CRO case studies, or Joanna Wiebe for copy tests) to get ideas. Peep Laja often
shows examples where clarity and straightforward design beat gimmicks – reaffirming to
test simplifying. Joanna might share a test where a long-form page doubled conversions
in a market where information was key. Use these insights, but always test on your own
audience since results can vary.
Technical Optimizations: Ensure no technical issues are hindering conversion: broken
form, slow loading, not mobile-friendly – these we covered, but always monitor.
Sometimes landing pages run for months and something breaks (maybe your email
provider changed API, etc.). Regularly QA the page. Also, if you’re running paid
campaigns, keep an eye on quality score or relevance metrics from Google/Facebook –
if low, something might be off in message match or user experience which indirectly
affects conversion (via less traffic or higher cost).

In summary, conversion optimization is about creating a feedback loop: you launched

based on best practices, now measure -> hypothesize -> test -> implement -> repeat. Over
time, your landing page should become more and more effective at converting qualified
leads. Companies like HubSpot or Salesforce didn’t perfect their pages overnight – they
iterated constantly.
A famous mantra is “Always Be Testing.” But equally, always be learning from those tests.
And once you have a winning page, you can try larger changes or port that learning to other
pages/campaigns. Also, monitor lead quality post-conversion (did they turn into actual
opportunities or customers?). Sometimes optimizing purely for conversion rate can bring in
lots of unqualified leads. So measure the right success metric – maybe qualified conversion
rate or conversion to opportunity. For example, if simplifying the form boosts raw conversions
but many aren’t serious (because it’s too easy to sign up without intent), you might re-
introduce a qualifying question to get fewer but better leads. The primary conversion goal
is leads, but the ultimate goal is sales; keep that in mind while optimizing.

By following these CRO practices, you’ll ensure your landing page doesn’t stagnate and that
it adapts to your audience’s behavior. Even small gains in conversion rate can mean a big
uptick in ROI for your campaigns, so it’s worth the systematic effort. As one Unbounce
guideline put it, best practices are your starting point, but testing is how you find your best
page . Let data guide you to the optimal landing page, and never stop experimenting.

15. Landing Page Wireframe Template

Finally, let’s translate everything into a wireframe template – essentially a blueprint of the
landing page’s layout and content structure. This wireframe will outline each section with
annotations so you know what to include where. You can use this as a starting point to
design your own high-converting landing page for [PRODUCT NAME] targeting [TARGET
AUDIENCE]. (Note: This is a structural guide, not a visual design mockup. It describes what
each section contains and its purpose.)

1. Header (Minimal): (Top of page, small area)

Logo: [PRODUCT NAME] logo at top-left for branding. Keep it small. (It can link to your
homepage if you must, but often we leave it unlinked to avoid exits.)
(Optional) Contact Link: If you have a needed link (e.g., “Login” for existing users, or a
phone number), put it top-right in a small font. Otherwise, no navigation menu – we want
to keep focus on the landing content.

Annotation: The header is stripped down to reduce distraction. Just ensure your brand is
visible for trust. No full site menu (to maintain that 1:1 attention ratio) .

2. Hero Section: (First screenful that visitor sees)

Headline (H1): Big, bold statement of the main benefit or UVP. Example placeholder:
“Solve [SPECIFIC PROBLEM] in Minutes, Not Hours.” – directly addresses a pain and
outcome.
Subheadline (H2): 1-2 sentence supporting value prop. Example: “[PRODUCT NAME]
is a [BRIEF PRODUCT DESCRIPTION] that helps [TARGET AUDIENCE] [achieve X
benefit] without [painful task].” This expands on the headline with a bit of how or what.
 Primary CTA Button: A prominent button with action text. Example: “Get Started Free”
or “Request a Demo.” Use a contrasting color. Possibly include a small arrow icon (>) to
draw clicks .
Hero Image/Visual: An image illustrating the product or context. Common approach: a
screenshot of the software interface inside a device frame (laptop or browser) to show it
in action. Or an illustration of a person using the product. Ensure the image ties into the
headline (e.g., if headline about dashboard, show the dashboard UI). Make sure it’s not
too large (so as not to push down the CTA on smaller screens).
(Optional) Hero Form: If immediate sign-up is the goal (like a trial), you can place a
short form here instead of or alongside the CTA button. For example, an email field and a
“Get Started” button right in the hero (like Slack’s old homepage). If the goal is a demo
request, usually a button that jumps to a form is fine; you might not put a long form up
top to avoid intimidation.

Annotation: The hero’s job is to answer “What is this? Is it for me? What do I do next?” in ~5
seconds. It should have minimal text but maximum clarity. The CTA here is for those ready to
act immediately. We use [TARGET AUDIENCE]’s language in the headline to grab attention
(maybe even mention them by role/industry if applicable). The design likely has text on one
side and image on the other in desktop view. Keep this section’s background clean (white or
a light brand color) to ensure text contrast. Above the fold, remove extraneous elements. As
Unbounce advises, include your unique sales proposition and CTA visibly here .

3. (Optional) Social Proof Bar: (Immediately below hero, could be part of hero background
or just underneath)

Trust Logos: A row of 4-6 client logos or media logos that confer credibility. Title above it
could say “Trusted by teams at:” or “As seen on:” depending on what logos are used.
Keep them monochrome if color clashes.

Annotation: Placing a few recognizable logos near the top can quickly build trust. For
example, “Trusted by 500+ companies, including [BigClient1], [BigClient2], [BigClient3]…” If
you have big names, use them here. If not, this bar can be omitted or replaced by a quick
stat (“Join 5,000 users” etc.).

4. Problem/Agitate Section: (Identifies the pain point clearly)

Section Heading (H2 or visual icon): Could be a provocative question or statement.

E.g., “The Problem:” or “When [TARGET AUDIENCE] Struggles with [PROBLEM]…” or
even a pain-oriented one-liner like “Spending too much time on X?” (styled as a
subheader).
Problem Description: A short paragraph elaborating the pain. Empathize with [TARGET
AUDIENCE]. For example: “Every [period], [TARGET AUDIENCE] waste hours doing
[manual process]. Mistakes pile up, deadlines slip, and frustration grows.” Use emotional
and descriptive language. Possibly bullet out specific frustrations:
“Data scattered in spreadsheets leads to errors.”
 “Manual processes eat up 10+ hours a week.”
“Lack of real-time visibility causes delays.” (Bullets are good for listing pains
succinctly; or use a couple of short paragraphs).
Agitation: Bold or italic text to stress the impact of not solving it. E.g., “This isn’t just
annoying – it’s costing your business money and morale.” (This could be integrated in
the paragraph or as a callout line.)
Supporting Visual (optional): Perhaps a simple illustration symbolizing the problem
(e.g., a frustrated stick figure at a desk, or a messy workflow diagram labeled “Old Way”).
Keep it small; text is more important here. Alternatively, a shocking statistic could be
visualized (like “Did you know 60% of teams still do X manually? ” with a graphic).

Annotation: This section is about resonance. We want the reader to think “Yes, that’s exactly
my challenge.” Only outline problems that [PRODUCT NAME] directly solves (setting up the
need for your solution). We use the PAS formula: we’ve stated Problem and Agitated it,
preparing for the Solution next. Maintain a serious but understanding tone. It often helps to
quantify the pain (e.g., “losing 5 hours a week” or “error rates of 15%” if you have data).
Keep this section relatively short, though – you don’t want to depress the reader, just make
them acknowledge the problem’s significance.

5. Solution/Value Proposition Section: (Introduces [PRODUCT NAME] as the solution and

outlines core benefits)

Section Heading (H2): This could be the [PRODUCT NAME] name with a tagline. E.g.,
“[PRODUCT NAME]: [One-liner value prop]”. Or a phrase like “The Solution:” or “Meet
[PRODUCT NAME]”. Make sure [PRODUCT NAME] is front and center here for first
official introduction.
Brief Description: 1-2 sentence pitch describing what [PRODUCT NAME] is and how it
solves the problem. Example: “[PRODUCT NAME] is a cloud-based [category] platform
that [unique approach to solve problem]. It [key benefit 1] and [key benefit 2], so
[TARGET AUDIENCE] can finally [achieve desired outcome].” Mention the pain relief: tie
back to problems above but flipped positive.
Top 3 Benefits (Bullets or Icons): List the most compelling benefits users get. Each
benefit can be a short phrase in bold, followed by a one-sentence explanation. For
example:
Save Time: Automate all the repetitive tasks that used to take hours, freeing your
team for more important work.
Increase Accuracy: Eliminate human error by centralizing data entry in one
consistent system.
Real-Time Insights: Get instant visibility into [relevant metric] through live
dashboards and reports. Use benefit-driven language (“save time”, “increase X”,
“improve Y”). If possible, include a small icon for each (a clock for time-saving,
graph for insights, etc.) to add visual interest.
 Supporting Image/Video: Show the solution in action. Commonly, a screenshot of the
software interface here. Perhaps an image of the dashboard or a before/after. Could also
be a 1-minute explainer video thumbnail (with a “Play” button icon) demonstrating how
[PRODUCT NAME] works and its benefits. Make sure if it’s a screenshot, it looks clean
and not too technical – highlight an attractive part of the UI (you can even add a caption
like “All your data, one dashboard” beneath the image ). Ensure the image corresponds
to one of the benefit points (e.g., if “Real-Time Insights” is a benefit, show a chart report
UI).

Annotation: This section is the “Solution” part of PAS. We’ve introduced [PRODUCT NAME]
as the hero to the story. It should be immediately clear what the product is (e.g., “a project
management app” or “an AI analytics tool” etc.) and why it’s awesome. The benefits bullets
translate features into outcomes. We want the reader to envision the After scenario: pain-
free and efficient, thanks to [PRODUCT]. The visuals help them literally see the product.
Keep the benefits limited to top 3-5 to avoid overload; you’ll delve into features next, but here
it’s the high-level advantages. This section likely has a pleasing layout: maybe a two-column
with text bullets on one side and an image on the other, or a centered approach. Either way,
it should flow logically from the problem section (perhaps even referencing the same terms).
Using a bit of a hero narrative (“Finally, a way to do X…”) can work here. Also consider a
short case stat here if available: like a one-liner “On average, our clients cut manual work by
40% ” to solidify the benefit. But detailed proof will come later in social proof.

6. Features/How It Works Section: (Explains key features or steps that deliver the benefits,
adding more detail for those who need it)

Section Heading (H2): Possibly “How [PRODUCT NAME] Works” or “Key Features” or
“What You Get”. Something to signal this is the practical breakdown of the solution.
Feature Blocks: For each of 3-5 core features or functional pillars of your product:
Feature Name (H3 or bold): E.g., “Automated Alerts” or “Drag-and-Drop Editor”
etc.
Feature Description: 1-2 sentences linking the feature to a benefit. E.g.,
“Automated Alerts: [PRODUCT NAME] automatically notifies your team for
upcoming deadlines and important updates, so nothing falls through the cracks.”
Always tie back to the user advantage (“so… [benefit]”).
Visual Aid: An icon or small image relevant to the feature. Ideally a screenshot of
that feature in the app. For example, next to “Automated Alerts” description, show a
screenshot of an email or in-app notification interface. Or an icon like a bell.
Consistent icon style for all feature bullets works. If using screenshots, you might
arrange them in a phone or browser frame for polish (and consistency). Possibly
alternate image left, text right for one feature, then text left, image right for next, to
keep visual variety. On mobile, these will stack.
Feature List Example:
1. Central Dashboard – All your data and tasks are visible in one intuitive dashboard
for a single source of truth. (Screenshot of dashboard) .
 2. Automation Engine – Use simple rules to automate repetitive workflows (like
approvals and reminders), saving you hours each week. (Screenshot of automation
rule interface).
3. Collaboration Tools – Comment on items, assign tasks, and share files with your
team in real-time, keeping everyone in the loop. (Screenshot of team commenting
feature).
4. Integrations – Connect [PRODUCT NAME] with Slack, Google Drive, and more than
50 other apps to fit seamlessly into your existing ecosystem. (Icons of integration
partners).
5. Enterprise Security – Protect data with encryption, SSO, and role-based access.
SOC 2 compliant for peace of mind. (Lock/Shield icon or badge).
(If your product’s use isn’t obvious, you could instead do a “3 Step” approach: e.g., “1.
Connect your data, 2. Let the AI analyze, 3. View your insights” with icons for each step.
But features format is more common for SaaS.)

Annotation: This section is for the detail-oriented visitor who needs to know how you deliver
those benefits. It adds credibility – showing there’s substance behind the promises. The
format should be skimmable: feature titles stand out (even if someone just reads those, they
get an idea of capabilities). Images help break up text and give a mini-tour of the product.
Ensure the features you highlight align with what matters to [TARGET AUDIENCE] (ideally
informed by your research/feedback). If you have lots of features, group them and show one
group in detail and perhaps list others in brief or have a “+ More” link to the full features page
(though that would be off landing page; you might avoid linking out unless absolutely
needed). This section should still not be excessively long – concise points as exemplified,
maybe arranged in 2 or 3 columns on desktop if possible to avoid huge length. Use icons
consistently (all outline style, or all filled style, etc.). The design might alternate background
color for each feature row or use cards. Key is clarity. As Peep Laja noted in content, clarity
and specificity in describing features trump vague marketing fluff . Also, remember to
mention any standout differentiators here (if a competitor lacks something you have,
highlight that feature).

7. Social Proof Section: (Builds credibility by showing that others trust and benefit from
[PRODUCT])

Section Heading (H2): e.g., “Don’t Take Our Word For It…” or “Loved by Teams Like
Yours” or simply “Testimonials”. Could also be something like “Join X Happy Customers”
if you want to emphasize quantity.
Testimonial Quote 1: A short testimonial from a customer. Format it as: “XYZ was a
challenge, but [PRODUCT NAME] made it so much easier. We [achieved specific
result].” – Name, Title, Company. Possibly include their photo and company logo next to
the quote.
Testimonial Quote 2: Another one highlighting a different benefit or use case.
“[PRODUCT NAME] has been a game changer for our [department]. [Specific result or
 praise].” – Name, Company.
(Optional) Testimonial Quote 3: If space allows, a third one (or you can do two side-by-
side and one centered below, etc., depending on layout).
Customer Logos: If not placed above already, here you can show a cluster of customer
logos with a caption like “Trusted by companies in [customer industries]” or “Serving
2000+ customers worldwide”.
(Optional) Ratings/Badges: If applicable, show a star rating or award badge. E.g., a row
of 5 stars and “4.8/5 average rating from 300+ reviews” or a G2 Crowd “Leader Winter
2025” badge. This further validates via third-party endorsement.
Case Study snippet (optional): If you have a big result, you might highlight it: “Case
Study: How [Client] achieved [metric] with [PRODUCT NAME] .” Could be a call-to-action
link to a PDF or webpage (open in new tab so as not to lose the lead form page) or just a
highlight box. Use this only if you think it will push people over the edge (some might
click away to read a case study and not come back, so it’s a judgment call).

Annotation: This section’s goal is trust-building. Arrange testimonials in an appealing way –

e.g., using quotation mark graphics, in speech bubbles, or italic text to signify it’s a customer
voice. Include as much identifying info as possible: full name, position, company – B2B
prospects want to hear from peers. Photos of people add authenticity ; logos add brand
credibility. If you have video testimonials, you might include one video player as one of the
“testimonials” (with a play button to watch a 30s quote from a client). Keep each testimonial
fairly short and scannable (bold key phrases if needed). If you don’t have real testimonials
yet (for a newer product), you could use other trust elements like statistical evidence (“#1 on
ProductHunt on launch day” or “5000 users signed up in first month”) or expert endorsement
(“Quote from an industry expert or influencer”). But actual customer voices are most
persuasive. According to social proof principles, seeing others similar to them benefiting will
increase the likelihood a new prospect trusts the solution . Try to cover different angles with
multiple testimonials: e.g., one speaks to ROI, another to ease of use, another to customer
service – this way no matter what concern a prospect has, at least one testimonial
addresses it. Visually, this might have a different background (light grey) to distinguish it as a
separate zone.

8. Objection Handling/FAQ Section: (Answers common questions or concerns to remove

final hesitations)

Section Heading (H2): e.g., “FAQ” or “Still have questions?” or “Your Questions,
Answered.” Could also be a subheader like “Wondering about…?”
FAQ List: A series of Q&A pairs. Format as question in bold and answer in normal text.
For example: Q: Does [PRODUCT NAME] integrate with XYZ software? A: Yes, we
offer native integration with XYZ, and you can connect to hundreds of other apps via
Zapier. (We also have an API.) Q: How long does it take to implement? A: Most teams
get started in under a day, thanks to our user-friendly setup wizard. No coding required.
Q: What if we need help? A: We provide 24/7 support. Our customer success team will
train your users and ensure a smooth onboarding. Plus, there’s a comprehensive
 knowledge base. Q: Is my data secure? A: Absolutely. We use enterprise-grade
security: 256-bit encryption, regular backups, and comply with GDPR. Your data is yours
and fully protected. Q: Do you offer a trial or guarantee? A: Yes – you can try
[PRODUCT NAME] free for 14 days. No credit card required. If after that you decide it’s
not a fit, you won’t be charged anything (and we’ll even help you export your data).
(Adjust questions based on typical sales queries in your context. Aim for 3-5 questions
addressing top doubts like cost, integration, ease, support, security, commitment.)

Annotation: This section plays “defense” – it catches any remaining “Yeah, but…” thoughts.
Present it in a neat, organized way, perhaps with accordion toggles for each Q on a live
page. But in our wireframe, listing them is fine. The tone of answers should be reassuring,
straightforward, and brief. If something requires a longer explanation, consider if it’s needed
here or can be simplified. You already likely mentioned some of these in features or benefits
(e.g., integration, security), but repeating in Q&A format ensures if someone jumps to FAQ,
they find it. Also, some people scroll straight to FAQ looking for specific answers (common in
B2B where they have a checklist of requirements). This section helps conversion by
eliminating uncertainties. Each answer can also subtly resell the product: note how the
answers above re-highlight ease of use, support quality, free trial – thus reinforcing positives
while answering. If there’s an objection you can’t fully solve (like “price?” if you don’t list it),
you can address it by emphasizing value or how pricing is tailored but highlight ROI or trial
available to evaluate. Keep the visual style simple – maybe a simple dividing line between
Qs, or use a drop-down arrow for each. Ensure on mobile it’s easy to tap each Q to see
answer.

9. Final Call-to-Action Section: (The page’s concluding push to convert)

Closing Statement (H2 or H3): A final persuasive line. Could be a question: “Ready to
[achieve benefit]?” or a motivating statement: “Start your journey to [desired outcome]
now.” Or simply restate the offer: “Start Your Free Trial of [PRODUCT NAME] Today.”
CTA Button (or Form): The primary CTA again, large and prominent. If you used a form
earlier, you can repeat a shorter form here, or if not, possibly include the form here. But
often, one CTA button that either scrolls to form or opens form is enough, so you could
just have the button that says e.g., “Get Started Now – It’s Free.”
Secondary info: Right below the button, include any last reassurance or next step info.
E.g., “No credit card required” or “We’ll reach out within 1 business day to schedule your
demo” (setting expectation). If it’s a download, maybe “Instant access, no waiting.” This
helps set the stage for what happens after the click, reducing anxiety.
Visual Element: You could incorporate a minimal graphic here for positivity – e.g., a
small image of a happy user or a icon of success (like an upward arrow or checkmark),
or even nothing at all besides maybe a nice background color or pattern. The focus
should be the CTA. Some designs put a light background image or illustration behind the
final CTA to make it stand out. Just ensure it doesn’t overshadow the text.
(Optional) Privacy Notice: If this is a form submit, have a tiny footer text like “We
respect your privacy and will never spam you. See our Privacy Policy.” (with link). If it’s
 just a button that goes to sign-up, perhaps not needed here, maybe already in footer.

Annotation: This final section is typically center-aligned and often set against a contrasting
band (like a solid color background, maybe your brand color or a dark background with white
text) to make it distinct and attention-grabbing. The idea is to create a sense of closure and
urgency – you’ve given them everything they need, now encourage them to act. For
example, “Stop wasting time and start streamlining your work with [PRODUCT NAME].”
followed by CTA. Or as simple as “Try [PRODUCT NAME] Now.” As Joanna Wiebe
advocates, work backwards from the CTA – only necessary info remains here to get the click
. The CTA button should look very clickable (e.g., hover effect, bright color). If your
conversion action is a demo scheduling, perhaps the CTA opens a date-picker or says “Book
a Demo ->” and then you follow up by email – clarify that. If it’s a trial signup, maybe that
button goes to account creation page – make sure it says something like “Create My
Account” to imply an immediate next step. If the page itself has a form in this section, then
the button is “Submit” but better labeled as per benefit (“Start My Trial”). And the form fields
should be right above it. Possibly, you might just repeat the form if it was at top – sometimes
landing pages have a form both at top (for quick action) and bottom (for those who scroll). Or
a button up top and a full form at bottom.

The key here is one clear, unambiguous action. Also, removing alternate exits: by now, we
shouldn’t introduce new links or distractions (like don’t suddenly add “Follow us on Twitter” –
that can go on the thank-you page or main site if needed). One strategy is to add a small
note like “Questions? Email us at __” for those not ready to click – but better to capture them
via form or chat. Actually, having a live chat widget on the page (sticky) could be part of CRO
– offering any last minute doubt resolution. If you have that, mention it earlier like “Chat with
us” but anyway.

10. Footer (Simplified): (Very bottom, smaller text)

Company Name & Copyright: e.g., “© 2025 [Your Company, Inc.] All rights reserved.”
Privacy Policy & Terms Links: Small links to those legal pages (opens in new tab).
(Optional) Minimal links: If absolutely necessary, you could echo a contact email or a link
to your main site homepage for those who need to navigate. But often, landing pages
either have no visible footer or a very basic one like described. Possibly also include any
required compliance info (like cookie consent if needed, but that may be a banner not in
footer).

Annotation: The footer should not draw attention away from the CTA above it. Use a muted
color or small font. It’s mostly for compliance and completeness. On some landing pages,
the footer is omitted to avoid any chance of leakage. But providing privacy/terms is good
practice and can build trust (visitors know where to find info on how their data will be used).
Keep it simple and unobtrusive.
This wireframe outlines the flow: Header -> Hero -> Problem -> Solution -> Features ->
Social Proof -> FAQ -> Final CTA -> Footer. It’s a proven narrative structure that goes from
identifying the pain to showcasing the solution and then reinforcing trust, finally asking for
action.

You can adjust the order slightly if needed (for example, sometimes social proof comes
earlier, or an FAQ could be above testimonials if that suits your audience better), but the
above is a solid baseline for a high-converting SaaS page.

When customizing for [PRODUCT NAME] targeting [TARGET AUDIENCE], plug in the
specific details:

Use actual pain points and terminology your audience uses in the Problem section.
Highlight your product’s unique benefits and features that matter most to them.
Use real customer quotes and metrics if you have them.
Tweak the CTA text to match your conversion goal (Demo vs Trial vs Download, etc.).
And of course, apply your brand’s visual style to this layout (colors, fonts, imagery) while
maintaining the conversion-centric layout and hierarchy.

By following this template and the best practices we discussed for each section, you’ll have
a landing page structured to capture attention, build interest and desire, and drive action – all
while addressing the specific needs and hesitations of your B2B SaaS audience.

Remember, this is a starting framework – monitor performance and iterate (CRO!) to make it
truly high-converting for your particular context. Good luck, and happy converting!