Four questions to ask when planning industry-specific landing pages for your SaaS

Have you created industry-specific landing pages for your SaaS?

They are incredibly helpful in sales and customer support when prospects are asking if there are examples from their industry. They show up in Google’s search results and AI-generated summaries, too.

But many SaaS marketers struggle to create them.

Often, you see SaaS companies copy and paste and use the same content on all industry-specific pages. They just change customer logos and tweak texts slightly to match another industry.

They do it like that because creating truly good industry-specific pages is tough.

To create the best possible page, you’ll need to imagine yourself in the customer’s shoes – and it’s a lot tougher than you think.

In this blog post, we are going to look at four questions that help your SaaS team plan better industry-specific landing pages.

How to plan Industry-specific landing pages for SaaS

When creating new landing pages, I like to use LandingRabbit’s page planning canvas that includes the key ingredients of any marketing plan (persona, alternatives, problem, solution, benefits, and features).

Here’s a fictional canvas example of a 'project management tool for education' page for Asana.

The canvas helps me make sure the content I create is logical and answers page visitors’ questions.

But editing the canvas isn’t a one-minute job. You’ll need to know your solution and customers pretty well to be able to fill in the details.

Creating a landing page plan can feel overwhelming, especially if you have just joined a new company in a marketing role and haven’t yet discussed the solution with customers.

Answering these four questions helps me write the canvas and eventually build better pages:

• What’s the day-to-day like for my customers?

• Who’s involved in their workflow?

• What drives them to solve a problem?

• How would our customers describe the service to others?

Let’s look at each question in detail.

What’s the day-to-day like for my customers?

I start with the most difficult question and try to imagine the customer using the software.

The key is to understand a user's whole workflow and what else they have on their plate.

No matter how important your app is to customers, it’s usually involved in just a fraction of your customer’s daily, weekly, and monthly tasks.

If we use the fictional example of Asana’s page for education, we would need to imagine the day of a teacher who’s working on school development projects alongside their teaching work.

It’s easier said than done, but these days, you can use ChatGPT and similar services to assist you if you are unsure how the work looks in the customer’s organisation.

Who’s involved in their workflow?

This question may change the landing page structure and content drastically.

When I previously built a SaaS company called Flockler, marketers were our main customer profile. Flockler is usually embedded on websites, and depending on the company and industry, marketers might have the tools to do it themselves. Often, they needed help from developers and website managers.

Understanding who’s involved matters when writing page content. If your app user needs to involve others, your page needs to address that.

If you don’t, users may have unrealistic expectations about how to get the best results from your app. Unrealistic expectations are likely to lead to churn sooner or later.

What drives them to solve a problem?

Your solution will obviously need to solve a problem or fulfil a need to get paying customers.

And your solution might have high-level benefits like saving costs and time.

However, SaaS buyers rarely purchase services just because of the high-level benefits. Usually, there are hidden and more implicit reasons, and your page needs to tap into those.

For example, they might want to use your solution to make them look better in front of their teams. Or they might fear missing out when others in the industry have already started using the service.

Another powerful way is to write content that speaks to both the customer and their users. Supahub’s SaaS product landing page is a fantastic example.

Our fictional page for Asana could use the same tactic and connect the content with teaching and students.

How would our customers describe the service to others?

Finally, we can start writing how the solution helps this specific customer and what features best match their needs.

Instead of thinking about what to say about our solution, imagine the most logical content and page flow for the page visitors. How would our customers describe the service to others?

Creating industry-specific pages isn’t easy because you don’t have experience in customer’s day-to-day work. But if you use the landing page planning canvas and try to answer the questions above, writing the best possible industry page should be much easier.

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Do you struggle with planning and creating landing pages for SaaS? Request for early access to LandingRabbit to create SaaS landing pages in hours, not weeks.