11 Landing Page Copywriting Best Practices for SaaS (2022)
Words by
Jennifer Poblete
Last updated
September 27, 2022
11 Landing Page Copywriting Best Practices for SaaS (2022)

A landing page is a stand-alone web page people can land on by clicking on a link. You'll most likely see it in online advertising and marketing campaigns. 

The majority think that web pages are only about eye-catching designs. But honestly, copywriting is just as important―if not more so. 

Look at these statistics:

  • 74% of web visitors care about grammar and spelling
  • 59% of them won't purchase from a company with grammar/spelling errors

Which means you're likely to lose potential customers if you have a poor landing page copywriting. Did you know the average conversion rate of a landing page is 9.7%?

And we don’t want that. 

That’s why in this post, we’ll share the best practices in writing them. 

Interested? You know the drill, read on and improve your landing pages this 2022.

What is landing page copywriting?

Landing page copywriting is the process of writing the text for a web page focused to persuade a visitor to take a specific action, such as making a purchase or signing up for a SaaS free trial. The objective of landing page copywriting is to concisely communicate the value proposition of the product or service being offered.

A landing page is a key element of effective online marketing since it is usually the next thing that potential customers see when they click on an ad or link. And so it plays a crucial role in determining whether a customer will stay on your site or click somewhere else. 

Wait! Is there a difference between a landing page and a website?

Yes, they’re different. Consider your website as the parent of landing pages.

A website is a collection of pages that are all interconnected and can be navigated by clicking on links. Some of these pages are landing pages designed for specific products or services. 

Here’s an example of a website with different landing pages. Let’s use Encharge’s website for this.


The landing page is specified for the solution that an audience looks for. If you’re a marketer that needs marketing automation, then clicking that solution will ‘land’ on this page:


It's the same logic whichever solution you pick. But there’s another to clarify. A website usually has a home page that serves as a table of contents for the rest of the site and that’s not a landing page.

Homepages and landing pages differ mainly in their focus. A homepage is the main page of a website, and it usually has links to all of the other pages on the site. It gives an overview of the site's content and lets visitors figure out what the site is all about. On the other hand, a landing page is usually a standalone built for a specific purpose. 

Why do you need a landing page for your SaaS?

Landing pages are a must-have for any SaaS that wants to grow its revenue. Chances are your product/service has multiple features and different groups of users can benefit from it, right?.

If so, these pages become a must. For starters, a landing page allows you to control the narrative around your product. You can talk about what your product does, how it solves a problem, and why people should care. 

So yes, they act as gateways to your funnel―signing up, booking your free demo, or upgrading from different packages available on the site.

An effective landing page enables you to collect leads by telling targeted people why a particular feature would benefit them. So including a form on your landing page helps capture information from potential customers that you can then use to follow up later. 

So how do you optimize your landing page for maximum impact? Here are a few best practices to keep in mind. 

11 best practices for optimizing your SaaS landing page this 2022

Your SaaS landing page is an opportunity to encourage visitors to sign up for your product. Here are 11 best practices to keep in mind when copywriting for a landing page in 2022:

#1 Make your headline catchy

You have less than 3 seconds to keep your prospects interested. Think of your hero section as an elevator pitch. It should have your value proposition and USP.  Here are some tips for crafting an effective headline:

  • Use strong keywords that accurately describe your product.
  • Keep it short and to the point- you want your headline to be easy to read and understand.
  • Make it benefits-focused, highlighting what your product can do for the user.
  • Use powerful verbs that convey a sense of urgency or excitement.

#2 Explain what your product does in simple terms

Make sure to explain what your product does in simple, easy-to-understand language. Don't use jargon or technical terms that might confuse potential customers.

#3 Benefits over features, always

When writing copy for your landing page, always keep in mind that benefits are what make users take action. Don't try to sell potential customers on features that they don't care about. 

Instead of telling them “Our software has a dashboard with analytics.“, say “Get insights for high-converting marketing campaigns”.

#4 Highlight your unique selling points

 What makes your product different from others on the market? Why should potential customers choose you over the competition? Be sure to prominently highlight your unique selling points on the landing page.

#5 Use strong calls to action

A landing page is pointless if it doesn't encourage the reader to take action. Use persuasive language and powerful calls to action (e.g., "Sign up now") throughout your copy to encourage conversions.

#6 Eliminate distractions from your CTA banners

As much as graphics can make your pages look good, CTA banners must be as simple as possible. You only need to look at the biggest SaaS companies to see what we mean (Mailchimp, Slack, and Intercom have final CTA banners that are text + button only)

#7 Use customer testimonials to back up your claims

One of the best practices is to use customer testimonials to back up your claims. Having happy customers vouch for your product can go a long way in persuading new visitors to sign up for your service. It can help to overcome any objections that potential customers may have about your product if you can show that real people have had success with your software.

#8 Put testimonials right after your hero section

The sooner you show social proof, the better. This is an effective way to build trust with potential customers and show them that your product is well-loved by its users.

#9 Include an end result in your how it works section

Explaining how your app works are good. Showing how it can help your prospects is better. People want to know what they're getting themselves into, and an end result helps to paint a picture of what using your product will be like. Include an example of what a customer can expect after using your product. 

#10 Test, test, test

Always test different versions of your landing page before settling on a final design. Try different headlines, calls to action, and even images to see.

#11 Make it mobile-friendly

Although a copywriter can't guarantee the mobile responsiveness of a landing page, it's good to remember that more and more people are using their phones to browse the web. So it's important to make sure your landing page looks great on mobile devices. Make sure your headline and texts don’t appear stuffy even on small screens. 

Want samples? Here are some CaaSocio website copy projects

Don’t just take our words. We’ll let these websites speak instead. 😊

Write your landing pages now

Landing pages are important for any business, but they're especially important for SaaS websites. They're designed to capture web visitors into leads or even encourage them to convert into customers. That's why it's so necessary to get landing page copywriting right.

Do you find them challenging? We’ve outlined some 2022's best practices for copywriting that will help you create a landing page that converts.


If you need help putting these tips into practice or would like us to write for your SaaS website, don’t hesitate to book a call with us. We’d be happy to chat with you about how we can improve your conversion rate with our copies.

Main image source.

More Blogs
Your SaaS landing page in as fast as 5 days. Starts at only $488 (Limited Slots only!). See our Packages