How to Write a Magnetic Product Landing Page That Drives Signups
Product landing pages are the dumplings to your stew. Without them, everything’s a bit thin and watery.
And, for B2B brands and SaaS companies selling complex or high-ticket products, they’re absolutely crucial. They form a pivotal stepping stone in the sales process - but there’s a knack to getting them right.
It’s easy to think that a couple of sentences about your product is enough to make a sale, but consider:
The sheer amount of competition out there (this makes people hesitant to buy something they don’t know a lot about)
The emotional journey buyers go on before making a purchase (it’s not a cut and dry experience, instead it’s a non-linear path full of questions, objections, and concerns)
A product landing page helps position your product in the melee of other, similar products and seamlessly holds buyers’ hands as they continue through their slick sales journey.
What is a product landing page?
Basically, it’s a page focused solely on your product.
It outlines what your product is, who it’s for, what it does, how it works, and all the other good stuff that people like to know before they hand over their money.
Here’s the thing: product landing pages are often confused with product pages.
The latter are most commonly found on ecommerce sites; they show a couple of pictures of a product, have a sentence or two about what it is, and push shoppers to add it to their cart.
The former is reserved mostly for B2B products, digital products, and SaaS products - products that are complicated to explain, require a large or ongoing investment, or need the go-ahead from several stakeholders.
You need a product page for your team collaboration app. You don’t need one for the handmade brooches you’re selling.
Capiche?
Why You Need a Product Landing Page
I’ve already divulged a couple of the “whys” above, but let’s filter these down a bit further.
Product landing pages:
Position your product - they hammer home the who and what, which differentiates you from the fierce competition
Tackle objections - you could be selling the most no-brainer product in the world and people will still have objections. Product landing pages ease these woes and make a sale more comfortable
Build trust - no one is going to hand over thousands of pounds to a brand that can only be bothered to write two sentences about their product
Unlock buyer imagination - buyers want to know how your product is going to change their life
Boost rankings - think about it: a whole page dedicated to your product, complete with primary, secondary, and complimentary keywords
How to Write a Product Landing Page
If you’re sitting there shouting “yes, yes, but how do you create a product landing page”?, you’re not alone.
While many people focus on the design of their product landing pages, it’s actually the copy that brings it to life. You could have the glammest looking page in the biz, but if the words are as dull as dishwater, you’re going to struggle to sell anything.
So, this post isn’t about landing page design.
There are plenty of product landing page templates out there that help you build a product landing page. Try one of the dedicated landing page builder tools or simply create a new page on your site.
Of course, you want it to look good, so make sure you:
Include lots of high-quality screenshots, photos, or videos of your product
Incorporate your brand colours and details
Leave lots of white space and format the page so that it’s easily scannable
Break things up a bit so it’s not just a wall of text
Now let’s get on to the good stuff…
The 5 Elements All the Best Product Landing Pages Have
What you include on your product landing page will vary depending on what you’re selling, who you’re selling to, and how well-known you are.
A brand like Ahrefs probably isn’t going to have to do as much persuading as an unknown, brand new keyword tool.
But if we boil that stew right down, there are five things that every product landing page should have (a la the pros).
1. Headline
Here’s a word of advice: your headline should not be the name of your product.
Repeat after me: the name of my product should not be my headline.
Take this example from Space Monkey.
Their headline is “One device. 1TB of personal cloud storage”. Note how their headline isn’t “Space Monkey”, because who the heck is going to know what that means?
There are two things your headline should do (something that Space Monkey actually misses the mark on):
State what your product does
State who it does it for
If your product is a file storage tool for designers, you want to touch on both of those things in your headline: “helping designers store files and collaborate in one place”. That’s just off the top of my head, but you get the gist.
SaaS products often have the best product landing page examples.
Take this one from Monday.com. It clearly states that the product manages everything in a visual way for people who are in charge of teams.
Mention does a similar thing with their headline. They call out brands and agencies, and tell these kinds of companies what they can do with the product.
2. Subheader
You can see subheaders working their magic in the product landing page examples above. But what a lot of brands don’t realise is that subheaders aren’t just limited to above-the-fold.
In fact, it can help to place them throughout the page to remind prospects of why they might need your product in their life.
This isn’t Podia’s main header or the subheader beneath the header. It pops up when users scroll down the page, offering another incentive for them to sign up.
While you definitely want a subheader to go beneath your headline (you can actually use this to state who your product is for if you don’t manage to squeeze it into the headline).
Buffer use their subheader (the text below the headline) to offer more information about what the product does.
3. Benefits
Obviously there is one main goal for your product landing page: to sell your product!
People need to know what they’re going to get out of it, which is where your benefits come into play.
You already know that you should be focusing on benefits over features (although it doesn’t hurt to give a quick rundown of what the price includes), so make sure you bring this to the forefront.
If your product has a time tracking element, don’t just state “time tracking” as a benefit. Think about what time tracking allows users to do. It might be:
Know exactly where they’re spending their energy
Correctly price projects based on how long they take
Free up time to spend with family or doing hobbies they enjoy
Here are the benefits Toggl users can unlock. Notice how they use active verbs to show what users can do rather than nouns that simply name features.
If you’re unsure what the benefits of your product are, there are a couple of things you can do:
Write down all the features of your product and list out what users get out of them (automated social media posting? They can free up time to spend on other parts of their business)
Ask your existing customers what they enjoy the most about your product - either hop on a call with them, send out a survey, or ask them through support channels
4. Social Proof
I cannot stress how important social proof is.
Word-of-mouth is still one of the most effective forms of marketing, and social proof is basically the online version of it.
It includes things like:
Customer reviews
Testimonials
Case studies
Video use cases
Not only does this instill a sense of FOMO in prospects (if they think someone else is succeeding because of your product, they’re going to want in), it also helps tackle objections.
CoSchedule sprinkles testimonials throughout its product landing pages. This one is particularly powerful as it also links though to a case study with solid numbers for proof (and, if you didn’t know already, people like numbers!).
5. Call-to-Action
The final piece of the product landing page puzzle is a call-to-action (CTA), or the words you use to make prospects click through to the next stage.
A weak CTA will lose you customers. A strong CTA will make it a no-brainer for prospects to click through.
Airtable encourages users to “build an incredible app” and “get started for free”.
Obviously, including the word free will boost clicks (because who doesn’t love something for free), but you can use other power words or action words if you’re not offering something for nothing.
Mailchimp uses the very casual but effective “pick a plan”.
Pimp Up Your Product Landing Pages
Your product landing pages might just be the most important part of your site. If they’re boring, stuffy, or confusing, you’re going to struggle to sell anything.
Luckily, writing a decent product landing page geared for conversions doesn’t have to be rocket science. In fact, if you use the building blocks I’ve laid out here, you’re going to be golden.
