We Share SaaS Landing Page Best Practices for Faster Growth

Quick summary

We cover the essential best practices for building SaaS landing pages that convert. From clear messaging and persuasive CTAs to mobile optimisation and trust signals, you’ll learn the tactics SaaS leaders use to drive signups and demos. This guide is built from Embarque’s experience working with SaaS companies like Flick, MentorCruise, and UXCam.

Looking to create high-converting SaaS landing pages?

Landing pages are your SaaS company’s front door. They’re the difference between a curious visitor and a booked demo. Get them right, and you lower your customer acquisition costs while filling your pipeline with qualified leads. Get them wrong, and you watch your ad spend go up in smoke.

But here’s the kicker: SaaS buyers aren’t impulsive. They don’t click “Buy Now” after seeing a few buzzwords. They compare, they hesitate, they research. Your landing page needs to guide them, not confuse them. Every headline, every button, every image must work together to build trust and create momentum.

This Embarque guide breaks down exactly how to do that. We’ll walk you through the best practices that leading SaaS companies use to turn landing pages into growth engines.

But first…

Why listen to us?

At Embarque, we’ve helped dozens of SaaS brands turn underperforming landing pages into high-converting machines. We don’t just tweak button colours and cross our fingers. We test, we measure, and we optimise, because better landing pages don’t happen by accident. And now, we’re laying out everything we’ve learnt for you in this guide.

What Makes a SaaS Landing Page Different?

Not all landing pages play by the same rules, especially in SaaS. You’re not selling a T-shirt or a one-time tool. You’re asking someone to commit to a solution they’ll rely on every day. That means your landing page has to do more than look pretty; it needs to educate, build trust, and guide hesitant visitors toward action.

Here’s why SaaS landing pages demand a different approach:

Longer sales cycles 

SaaS buyers do their homework. They compare features, read reviews, and consult internal stakeholders before committing. Your landing page isn’t just a pitch; it’s the first step in educating and building confidence over time.

Features are complex

Your product might have robust features, but features alone don’t sell. Outcomes do. Great SaaS landing pages translate complexity into clear, relatable benefits that show exactly how your tool makes life easier, faster, or cheaper.

Multiple goals

SaaS landing pages often serve visitors at different stages of the buying journey. Some are ready to start a free trial, others just want a demo, or to stay in the loop. Without a clear path, too many choices create friction.

Heavy demand for social proof

SaaS buyers are naturally skeptical, and for good reason. They're committing time, money, and often their team's workflows to your product. Without clear evidence, even the best landing page copy falls flat. That’s why social proof isn’t a nice-to-have; it’s the deciding factor.

You’re selling a subscription, not a transaction

SaaS isn't a one-time sale; it’s a commitment. Users aren’t just buying access; they’re investing in a tool they’ll rely on over time. That means they’re thinking about long-term value from day one. If your landing page doesn’t answer “Why should I keep using this?”, you’re already losing them.

Our top SaaS landing page best practices 

1. Start with a clear, compelling value proposition

Your headline is the first thing visitors see, and it can make or break the conversion. In just a few seconds, users should know:

• What your product does
• Who it’s for
• Why it matters to them

Skip the jargon. Focus on clarity over cleverness. Your value proposition should communicate outcomes, not features.

For example: Slack leads with “Made for people. Built for productivity.” It’s simple, direct, and user-focused, instantly highlighting the end benefit without diving into features or technical details.

Tip: After writing your headline, ask: “Would my target user understand this in 5 seconds without scrolling?” If not, revise.

2. Optimise for one goal (and one CTA)

Too many choices kill momentum. Every landing page should drive users toward one primary action, whether it’s:

• Starting a free trial
• Booking a demo
• Creating an account

Secondary CTAs like signing up for a newsletter or downloading a guide can exist, but they should never compete for attention.

Why this works:

Fewer decisions mean less friction. A focused page aligns every visual and line of copy toward conversion, not confusion.

For example, our Embarque landing page drives toward a single CTA, “Schedule a Call.” The layout, copy, and flow all reinforce this goal without distractions. This tight focus helps shorten the conversion path and lift qualified lead volume.

Best Practices:

• Use a single, visually distinct CTA button
• Repeat it at strategic points (above the fold, mid-scroll, and end)
• Keep CTA copy action-oriented: “Start Your Free Trial” > “Submit”

3. Use social proof strategically

In SaaS, trust isn’t a nice-to-have; it’s a growth lever. Visitors want evidence that your product works for companies like theirs. Smart landing pages embed social proof where it matters most to reduce hesitation and build confidence.

Here’s how to do it effectively:

• Place customer logos near the CTA (signup form or demo button)
• Use testimonials to overcome objections
• Highlight results-driven case studies, not just praise
• Show numbers when possible (e.g. “35,000+ marketers use…”)

Take a look at how Zapier places recognizable logos, like Meta and Samsung, right next to its CTA buttons. This instantly tells users, “If these big names trust us, you probably can too.”

Tip: Avoid vague testimonials. Always pair quotes with names, titles, and companies for maximum credibility.

4. Keep the design simple and focused

A bloated landing page doesn’t impress; it overwhelms. High-performing SaaS pages lean into clean, distraction-free design that moves users toward the CTA.

Key design principles for conversion-focused growth:

• Use a clear visual hierarchy: Headlines, subheads, then supporting copy
• Limit color and animation to one or two elements to draw attention where it counts
• Use whitespace generously to reduce cognitive load
• Stick to 1–2 fonts and a limited color palette for consistency

Notion’s landing pages are masterclasses in simplicity. The UI is stripped back, letting the product speak for itself. You see the tool in action, with no unnecessary graphics pulling you away from the core message.

We apply the same principle at Embarque when designing content-focused pages. Our goal is to strip away visual clutter, so messaging, outcomes, and CTAs are front and center, helping our clients improve time-on-page and conversions at once.

5. Prioritise page speed and mobile responsiveness

When it comes to SaaS landing pages, a slow load is a lost lead. Studies show that if your page takes longer than 3 seconds to load, most users bounce, especially mobile users who are often on slower connections.

Today, mobile accounts for over half of SaaS web traffic. That means your landing page must be:

• Fast-loading: Compress images, lazy-load videos, and eliminate unnecessary scripts
• Mobile-first: Test responsiveness across devices, not just screen sizes
• Minimalist: Fewer elements = faster rendering and easier navigation

Use tools like PageSpeed Insights or GTmetrix to catch performance issues before users do.

6. Write benefit-driven copy

Most SaaS landing pages talk too much about features, APIs, integrations, dashboards. But what your users really want to know is:

“How does this help me win?”

The fastest-growing SaaS companies lean into benefit-focused messaging, where every line of copy answers one of these:

• What pain does this solve?
• What outcome can I expect?
• How does this make my job easier?

Here’s how to shift from feature-speak to benefit-driven copy:

• Bad: “Advanced analytics dashboard with customizable filters”
• Good: “Track performance at a glance and make faster decisions”

For example, instead of saying “Get high-DA backlinks,” our homepage highlights the impact, “SEO For Traffic & Leads.” That’s the kind of language that resonates with SaaS buyers focused on results.

When editing copy, scan every section with this mindset:

Are we describing the tool, or the transformation? If it’s the former, rework it to show the “before and after” experience.

7. Offer a clear, frictionless CTA

Your call-to-action (CTA) is where all your work either pays off or gets ignored. The best CTAs remove friction, reduce doubt, and make the next step feel effortless.

Here’s what a high-converting CTA needs:

• Clarity: Tell users exactly what happens next (“Start Free Trial,” “Book a Demo”)
• Brevity: Short, action-oriented text that avoids confusion
• Minimal form fields: Only ask for the essentials, email and name are often enough
• Visual prominence: Make your CTA stand out with bold color contrast and clear placement

8. Use Visuals to Support the Message

Visuals should do more than decorate; they should drive understanding. The right graphics reduce friction, demonstrate functionality, and support faster decision-making.

Visuals that improve conversion include:

• Product screenshots that show the real interface
• Short demo videos to show workflows in action
• Micro-interactions or subtle animations to illustrate outcomes
• Before/after visuals to highlight transformation

Take Figma, for example, they don’t just show off pretty UIs, they put the product front and center. Their landing page leads with a real-use scenario, so visitors can immediately picture themselves using it.

9. Structure the Page for Scannability

Your visitors aren't reading every word; they’re scanning. That’s why your SaaS landing page needs to be visually digestible at a glance. If users can’t spot key info in seconds, they’re gone.

Here’s how to make your page scannable and conversion-friendly:

• Use clear, descriptive subheadings that signal what's coming next
• Break content into bullets instead of long paragraphs
• Keep sections short and focused, ideally 3–5 lines each
• Add visual breaks and white space to reduce overwhelm

Asana nails this with modular sections that explain just one idea at a time, each paired with a relevant visual or icon. This keeps the content inviting and highly digestible.

At Embarque, we help clients restructure their SaaS pages using hierarchical content blocks, starting with the most important value propositions and breaking them into skimmable pieces. This often results in lower bounce rates and higher conversions.

Pro tip: After designing your layout, step back and ask:

“Can a first-time visitor “get the gist” just by scrolling and skimming headlines?”

 If not, simplify it.

10. Incorporate Trust Signals and Security Badges

SaaS users don’t just buy features; they entrust you with data. That’s why trust indicators are essential, especially near conversion points like signup forms.

Types of trust signals that boost conversions:

• SSL badges and secure checkout icons
• GDPR, SOC2, or HIPAA compliance indicators (if relevant)
• Privacy disclaimers near email forms
• Client logos, testimonials, and media mentions

Quick wins:

• Add a small lock icon + “Secure & encrypted” label near CTA
• Use microcopy like “No spam. Ever.” beneath email fields
• Place your privacy policy link in the footer for credibility

How to measure your SaaS landing page performance

Track core conversion metrics

Start by focusing on the metrics that matter most to your landing page’s primary goal. These usually include:

• Conversion Rate: The percentage of visitors who complete the desired action (trial signup, demo request, etc.).
• Bounce Rate: The percentage of visitors who leave without interacting.
• Average Time on Page: Longer time can suggest more engagement.
• Click-Through Rate (CTR): Particularly important if your landing page leads to another step, like a pricing page or signup form.

For example, if your goal is free trial signups, a high traffic volume but low conversion rate signals that your messaging or CTA may not be clear or compelling enough.

Use behaviour analytics

Numbers tell you what is happening. Behaviour analytics tells you why. Tools like Hotjar or Microsoft Clarity can show you heatmaps, click maps, and session recordings that reveal:

• Where users click most often
• How far users scroll before dropping off
• What parts of the page users ignore

If users never scroll past the hero section, you know your top-of-page content must work harder to move them down the page. If CTAs are being missed, maybe they are poorly placed or too subtle.

Set up goal tracking and funnels

In Google Analytics or GA4, set up specific goals and funnels to track how users move through your landing pages. Funnels can help you spot where drop-offs happen:

• Are users bouncing before the form?
• Are they abandoning halfway through a multi-step signup?
• Are they clicking the CTA but not completing the form?

By mapping out these micro-conversions, you can prioritise what to fix first.

Here’s how we do GA4 reporting for our clients (step-by-step)

Measure lead quality, not just volume

Traffic and conversions are important, but SaaS success depends on the quality of those leads. Track downstream metrics:

• Trial-to-paid conversion rate
• Sales-qualified lead (SQL) rates
• Customer Lifetime Value (CLTV) of users originating from different landing pages

Quantity without quality leads to bloated pipelines and low revenue efficiency. Align your marketing and sales teams to ensure you measure not just how many leads come through, but how valuable they are.

Use UTM parameters and attribution tools

If you run campaigns across multiple channels, add UTM parameters to your landing page URLs. Use attribution tools to figure out which traffic sources and campaigns drive the best performance.

Without proper attribution, you could be scaling ad spend or SEO on underperforming channels. SaaS growth thrives on data-driven decisions, and strong attribution gives you clarity on where to double down.

Boost SaaS conversions with smarter landing pages

If your SaaS landing pages aren’t pulling their weight, you’re leaving revenue on the table. A few tweaks, clear messaging, focused CTAs, and trust-building elements can transform your page from passive brochure to growth engine.

That’s where Embarque comes in. From crafting benefit-led copy to structuring your page for conversions, Embarque combines content, SEO, and product-focused strategy to help SaaS brands scale faster. We’ve helped startups go from zero to tens of thousands of monthly visitors, all through pages that are designed to rank and convert.

Ready to turn your landing page into your top-performing sales asset? Book a free consultation with Embarque.