Before you can convert site visitors into customers, they have to find during their web searches. And achieving this goal entails optimizing your content so that it ranks high on Google. The goal is to publish copy optimized for your target keywords. This enables you to attract the right audience ready to buy your product, a crucial component in your SaaS marketing.
To begin, we’ll start at the very heart of every successful SEO strategy and campaign:
Carefully Select Your Keywords
Keywords are an area of SEO that newbies tend to get wrong. You will still find brands using vague terms that are irrelevant to their product offering.
The search for the right keywords starts by figuring out who your customers are for your homepage and brand. With that information, you can make a list of terms you think people would use to search your company.
This includes technical and non-technical keywords that website visitors would use to find your company. Also, remember to include niche keywords relevant to your brand. Though they may have lower search volume, long-tail keywords bring more qualified traffic to your homepage and improve click-through rates.
Choosing the right keywords is part of building brand awareness through SEO. By associating your website with such search terms and phrases, more of your target audience will be able to search for your site on Google. This way, they’ll become aware that your site and brand exist.
To spot keywords that can bring more traffic, use SEO tools like Google Keyword Planner or Ahrefs. These tools give you the data on the difficulty, search volume and estimated traffic for every keyword.
What you must know, however, is that your homepage sums up what you do as a business. Hence, ensure your keywords are relevant to the primary topic (your offer or services).
Use your primary keyword (solution-specific keyword) in your meta tags, H1 tags, and meta description. Disperse the rest of the keywords (non-branded or supporting keywords) throughout your homepage copy.
By carefully selecting and using the right keywords, you will tell people what your business is about and drive buyers to your product or service.
Create Convincing Copy
SaaS copywriting plays a role in communicating your message by telling your customers about your product, value, expertise, and services. Homepages can include content like store ratings, video interviews, or even written client testimonials. Each content format carries its benefit.
But your job doesn’t stop at creating good content and following copywriting formulas. It’s also essential to create a consistent flow by breaking your content into sections, ensuring users don’t wander around your homepage looking for relevant information.
When dividing content into sections, consider the areas you want visitors to see when your homepage loads. The sections above the fold should include your core content to grab visitors’ attention quickly. You can do this with convincing features and data.
Another thing that can be on your homepage is product pricing, which is one of the first things people will be looking for on your website. Listing your pricing info on your homepage helps capture the right leads and not onboard random customers.
When we look at the CriticalPass homepage, we can see pricing in the upper section of the homepage. This is because they have highlighted the best plan and an option to try the product for free. The aim is to make it easy for visitors who may have a vague notion of picking the right solution. It can also generate more click-throughs on the homepage. This is the best way to extract value from a homepage.
To guide visitors down the rest of the homepage, you could add FAQs, customer testimonials, and reviews. For example, here’s a screenshot from Linkody’s homepage showing customer reviews to build trust with prospects and convince those still on the fence about buying.
While this helps transition your visitors from one step to the next and increase the time spent on the homepage, FAQs and customer testimonials also boost loyalty, build reliability, and word-of-mouth marketing, which subsequently will increase your traffic.
Another factor to consider when creating copy or content is implementing CTAs. As customers read through your landing page, don’t let them wonder about the next step to take. Instead, use CTAs to nudge them to buy your product.
The primary aim of CTAs is to increase conversion, keep customers, and eventually bring more sales. You can use them in different parts of your homepage.
An excellent place to start is above the fold, as shown on the above screenshot of CriticalPass. You can also place a CTA under the headline or in the videos. Use multiple CTAs to attract skimmers and convert visitors into leads.
Add Strategic Meta Tags
Meta descriptions tell your visitors and search engines what your site is about. So apart from containing keywords, they should be clear and relevant to capture users’ attention from the search results. For example, let’s check out the homepage meta title for Lemlist:
As you can see, the keyword “cold email software” appears on the title and meta description of the site. There are also related terms found in both, such as “outreach automation tool” and “sales engagement,” that help increase the relevance of your site with your target keyword.
Aside from following an SEO keyword checklist for finding good keywords, you may dig into tools like Answer the Public and the “People also ask” section in search results to see keywords matching user intent.
Of course, making your title catchy and straightforward is just as important, considering most users have a short attention span. Try to avoid something generic that other brands are already using as well as slogans or vague terms. Make the title easy to recall and relate to.
Among SaaS startups, Linkody is a good example of communicating what the brand offers clearly and concisely:
How you describe your business and what visitors see after clicking on your search engine results page (SERP) can help improve click-through and conversion rates. When writing them, touch upon the features, advantages, and benefits of your brand and product. Using simple terms will help you climb through the SERP ranking as you inform visitors of the value they can find on your page.