Design glossary » Landing page definition

Landing page definition in product & ux design

Some people might use the terms homepage, or home page instead of "Landing page"
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What is a Landing page in design?

In the world of SaaS (Software as a Service) applications, the landing page operates as the digital front door. It's the first room you step into when you're exploring a new house, designed to give you a taste of what's inside and entice you to venture further. The landing page aims to introduce prospective users to the app's core offerings, encapsulate the brand's essence, and convince visitors to take the plunge and sign up or learn more.

It's like a movie trailer, giving you just enough information about the plot to pique your interest, showcase the star-studded cast, and leave you eager to see more. A well-crafted landing page answers two fundamental questions: "What is this?" and "Why should I care?"

Key features of an effective SaaS landing page include:

  • Compelling Headline: A striking first impression that succinctly describes what the SaaS product does, like a book title that compels you to read on.

  • Persuasive Subheadline: A supporting statement that further elaborates on the headline, offering more detail like the intriguing back cover of that book.

  • Clear Call-to-Action (CTA): An unmissable cue that tells visitors what action they should take next, whether it's to sign up, request a demo, or watch a video, akin to a signpost pointing you in the right direction.

  • Benefit-Oriented Copy: Copy that articulates the advantages and outcomes of using the SaaS product—less about the features and more about how it solves problems or improves situations, much like a brochure highlighting the top sights on a tour.

  • Engaging Visuals: High-quality images or videos that visually demonstrate the product or the benefits it provides, inviting visualization much as a vibrant poster captures the essence of a theatrical performance.

  • Social Proof: Testimonials, reviews, or client logos that act like recommendations from friends, telling you what others thought about their experience and why you might enjoy it too.

  • Trust Elements: Certifications, endorsements, or security badges that serve as a badge of honor, reassuring newcomers like a seal of approval from a respected authority.

  • Navigation Ease: A layout that's intuitive to follow, allowing users to effortlessly move through information, as though the landing page is a well-organized museum with each exhibit beckoning from the next.

The objective of a landing page is to turn interest into action. It seeks to bridge the gap between curiosity and commitment by providing all the necessary information in a convincing and digestible format. For visitors, the landing page is where their relationship with the SaaS app begins—it is where first impressions are formed, interests are cultivated, and decisions to engage more deeply with the product are made.

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