SaaS Landing Page Designs
Moses & GrowthByDesign Team
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Posted Apr 15, 2025
In this post, I shared from my experience designing 30+ SaaS conversion landing pages how best to structure a landing page using the conversational UX approach.
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Conversational Design Approach to B2B SAAS Landing Pages.
You've probably come across graphics on socials showing you how your SaaS landing pages should be structured. The typical headline, logos stripes, features overview, How it works...
If you however want a conversion rate higher than the average, you can't just adopt a one-size-fits-all structure in designing post ad-click landing pages for your SaaS.
From my experience designing 30+ SaaS conversion landing pages, here's how to do it right:
Think of potential visitors to your ad landing page as strangers that has asked you for direction and the only address details they've got is the ad 'search keyword' they entered into Google.
Beyond the literal words, the ad keyword reveals two key insights that you need to create a conversion landing page;
Think of the destination as their search intent (desired end goal) and their baggage as their awareness state.
To convince them to come with you, you've got to understand what's in their suitcase and how heavy the baggage is.
You can't convince them to come with you until you've shown that you have the capacity to carry their baggage and drive them to their destination. How do you do this on a landing page?
Bridge the gap between what they know now, what you know, and what you need for them to know to come with you to the destination.
And that's where the Conversational Structure to landing pages comes in.
The Conversational Structure is exactly what the name implies — have a conversation with them where both the copy and visuals talks in one voice. Say things that's most important to them first... you will find these in their baggage, it's right there.
Is the keyword about pain? About solution? Comparative?
For instance;
Prospect A searching for "best lead generation tool" is on a different awareness state than prospect B searching for “Website lead generation?”
Prospect B know they have a problem but not how they will solve it — awareness state. You can also tell they want leads from their website — search intent.
Prospect A know a solution like yours exists but not sure what makes you the best for them.
That's all you need to structure the landing page properly for a conversation to convert.
The image below shows how your conversation should go with different prospect's awareness state.
And to see the discussed SaaS landing page design approach in action, check out the teardown case study of a landing page we designed here;
Kindly like, share and comment if you find this article helpful. Thank you in advance.
Designing SaaS Landing Page for Different Awareness State