Landing Page Strategy for SaaS (Software as a service) – PPC

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The main focus of a B2B company when optimizing a Pay Per Click (PPC) campaign should be the Landing page message and design to capture leads in very few easy steps. Let’s take for example SaaS (Software as a service) industries which mostly lead generation oriented as well as very expensive in terms of buying the service. One of the top priorities for a SaaS B2B company should be the custom landing page development to better integrate the user with the service offerings. Creating the right landing page can be very critical to your PPC campaign as it conveys your service value proposition directly to the user who has two choices “fill out the lead capture form” or simply “leave the page”. The average user spends at most 12 seconds on a landing page after they click on the AdWords ads to further their interest in the service offered by the SaaS company.

What are some PPC Landing Page recommendations for a SaaS company?

• Define the SaaS goal of that specific landing page ( Demo, White-paper, Podcasts, expert)
• Use SaaS visuals to help user see what the service/product is like after they purchased it
• Have a lead capture form with no more than five info fields
• Get to the point quickly without cluttering the page with unnecessary SaaS information
• List SaaS key benefits by outlining the core components
• If using a toll free number on the landing page make sure you track those calls
• Use headlines that show what the SaaS service/product is all about

One way of looking at the PPC landing page is just like the “elevator pitch” analogy.
Now you also have to keep in mind that the user searching for SasS may not necessarily be the decision maker therefore you have to also accommodate the language so that the average user can understand what the service is about.

Here are few possible user profiles that maybe searching for your services:

Uninformative users:

  • Administrative stuff
  • Interns
  • Account Coordinators

Informative users:

  • CEOs
  • IT managers
  • CTOs
  • Senior Executives

It is essential to understand who your online audience is prior to launching the landing page and designing it for higher conversion rates.

Below is a generic benefit statement that I pulled out of Wikipedia;

“Using SaaS can also conceivably reduce the up-front expense of software purchases, through less costly, on-demand pricing from hosting service providers.”
This is a great example for a PPC landing page headline that conveys a very powerful message to the user by indicating that “reduces the up-front expense of software purchases” with “on-demand pricing”.This headline captures anyone’s attention as it conveys cost benefits as well as a fast timely manner service.

Having worked with a variety of B2B SaaS companies I have come up with a landing page formula that not only alters lead generation volume but also increases user engagement.

Landing Page Optimization Tips

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When a user arrives at a page of the website after you clicking on a pay per click ad, it is essential that they find the information immediately, the service or product they want. I find that content on the page must push it to encourage a purchase, request information, fill out a form to request quotation. This landing page has to shows or better yet needs to attract the users eye for better results. A good landing page should have content that is as close as possible to that searched the search engines. The main features that this type of landing page should have are:


  • Compatibility with all platforms and browsers especially IE and Firefox
  • Have a simple Html structure that will not make the page load slow
  • Bullet text containing the words used in the advertisement and keywords
  • Presence of a single request for action to enforce the visitor (fill in a form, buy, whitepaper, demos etc. )
  • No link to the page if not one that leads directly to the (eg buys a product)
  • Presence of a special offer with a maturity of the type: “discount promotion, coupons, deals..”

The main purpose of the landing page is to get a conversion from visitor to convert a user. Therefore very important to create content on the page persuasive that improve ROI (Return on investment) or the return of advertising.


In conclusion

Without landing page campaigns pay per click can point to a page of arrival pre existing site getting a result in relation to how it is structured. By creating a landing page specifically designed for the campaign will get results that go far beyond the concept of “lead users to the site.