Product-Led Homepage

Building a high converting homepage for your Product-led Growth SaaS business is crucial to attracting customers and driving growth. As a startup founder, I know the struggle of constantly changing and experimenting with website content to find what works.

But, what if there was a framework to help you create a homepage that resonates with your target audience and drives conversions?

In this week’s article, I’ll walk you through the four principles you need to know when creating a high converting homepage that you won’t have to constantly change.

Principle 1: Emotion

When someone lands on your homepage, they make a split-second decision on whether to stay or leave based on the emotional impact of your content. So, it’s crucial to understand that a product homepage should be designed to evoke emotion. This is essential because it helps build a connection with your visitors, making them more likely to engage with your SaaS product and ultimately convert into customers.

To create this emotional connection, craft a catchy headline that clearly communicates the result, problem, transformation, and unique benefits your SaaS product offers. This can be challenging, but with a clear value proposition, a strategic narrative, and strong differentiation,? you can effectively evoke the desired emotion in your audience, encouraging them to stay and explore further.

Principle 2: Call-To-Action

A Call-To-Action (CTA) is a clear indication of what action you want your visitors to take. It’s important to repeat the same CTA throughout your homepage. The biggest decision you’ll have to make is which you’ll want to utilize: Free Trial or Talk to Sales.

Depending on your ideal customers and their buying decision process, choose one of the two that aligns best with your sales and marketing model. For Product-Led Growth models, picking the “Start Trial” CTA would be the way to go. This gets your visitors into your product experience.

By including a CTA throughout strategic sections, you can guide visitors towards taking the desired action and move them further into your sales funnel.

Principle 3: Logic

While emotion and a compelling CTA may capture the attention of some visitors, others will seek more rational reasons to engage with your product. So, you’ll need a section on your homepage to highlight your SaaS product’s features, benefits, use cases, and testimonials that support your value proposition.

The logical part of your homepage needs to address objections and provide concrete evidence that your product can solve the important problems your target audience faces. This will help build a sense of credibility and trust between you and your ideal customers.

Principle 4: Fear

Some visitors may still be hesitant to take action even after going through the emotional, logical, and CTA sections of your homepage. Including an element of fear can help address their concerns and offer a non-committal way to engage with your brand.

One effective way to do this is by linking to a manifesto or lead magnet that educates them further on the problem space and how your product solves it. By doing so, you instill a fear of missing out and provide an opportunity for them to learn more without committing to a trial or sales call.

When you follow these principles, you can create a Product-led homepage that addresses the emotional, logical, and fear-based objections of your target audience. This framework helps you avoid constantly changing your website content without a proper system in place.

Remember, a well-crafted SaaS website homepage is the foundation for driving up engagement, attracting customers, and accelerating the growth of your SaaS business.

What are some strategies you use on your SaaS product homepage?

TK was CEO & Founder at ToutApp (backed by a16z, Jackson Square Ventures and prominent angel investors in Silicon Valley). After scaling ToutApp, it was acquired by Marketo where TK went on to join Marketo's executive team and serve as their Senior Vice President of Strategy. After running a 2-year transformation as part of the executive team, Marketo was acquired by Adobe for $4.75bn.?

TK now spends his time as a Strategic Advisor to 300+ B2B SaaS Founders globally. As the Founder of Unstoppable, he helps other SaaS Founders grow their startups faster through his Weekly Youtube videos and his application-only SaaS Go-To-Market Program.?

Want to learn more about building a proper GTM strategy for your SaaS business? Grab a complimentary copy of my 5-Point SaaS Growth Strategy Guide here.