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If you’ve been building or browsing products for a while, you know the feeling.
You land on a page and think, “Yep, I’ve seen this one before.”
Big headline, glossy mockup, a few logos, a bright button. It all looks fine, but nothing really grabs you.
In this issue, I want to look at that kind of SaaS page the way a real visitor does on a random day. What pulls them in, what makes them quietly close the tab, and what you could tweak to get more signups.
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The Hero: Clear Enough, But Not Compelling
The typical hero reads something like:
“All-in-one project management for fast-growing teams”
“Organise tasks, collaborate with your team, and never miss a deadline.”
Is it wrong? No. Is it memorable? Also no.
From a visitor’s perspective, this kind of line blurs into every other tool they’ve tried. It tells them what category you’re in, not why your product is worth switching to.
A stronger hero usually does three things quickly:
Names a specific user.
Touches a real pain, not a generic benefit.
Promises a concrete outcome.
For our imaginary tool, something like:
“Run client projects without 47 email chains”
“One place for timelines, feedback, and files so your team and clients stay in sync.”
Same product. Same layout. But now it sounds like it understands the real mess in their day.
If your current hero could sit on five competitor sites without changing a word, you’re probably leaving conversions on the table.
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Most pages then move into “logo soup” and testimonials:
“Trusted by 2,000+ teams worldwide”
Logos in grey
A slider of nice but vague quotes
These elements are better than nothing, but they rarely change a skeptical mind on their own. Social proof only starts to move conversions when it mirrors the visitor’s situation.
Compare:
“Loved by teams at [Logo1] [Logo2] [Logo3]”
with:
“Client handoffs used to take 3 days. Now they take 30 minutes.”
Head of Delivery, 12-person design studio
The first says “people use this.” The second says “people like me use this, and here’s what changed.”
On a lot of landing pages, the raw ingredients are already there: real customers, real wins. They’re just hidden behind generic wording.
If you have one customer story that perfectly matches your best-fit user, put that quote near the top of the page and let it do some heavy lifting.
Features: Accurate, But Frictionless To Ignore
Further down, we usually get a row or grid of features:
“Task management”
“Team collaboration”
“Client portal”
“Reporting”
Each with a short line and a simple icon.
The problem here is subtle. The page is technically explaining what the product does, but it is not answering the question the visitor is actually asking, which is:
“Will this fix the specific annoyances I live with every day?”
Instead of “Task management”, something more grounded:
“See exactly who owns what, and by when”
“Assign owners and deadlines so nothing quietly slips through.”
Instead of “Client portal”:
“Give clients one link instead of ten attachments”
“Share timelines, feedback, and files in one space they can’t lose in their inbox.”
Same feature. Different framing. One feels like a menu label, the other like a reason to care.
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The last set of issues are small on the surface, but they add up.
A few patterns that quietly hurt conversions:
Two equal primary buttons in the hero
“Start free trial” and “Book demo” both big and bright. The visitor has to decide before they understand the product.Heavy forms too early
Asking for team size, phone number, or budget just to start a trial.No clarity on risk
No line confirming “No credit card required” or “Cancel anytime”, even if both are true.
You don’t need clever tricks here. A simple hierarchy helps:
One main action above the fold.
A softer secondary option (demo, talk to sales) for those who want it.
One line of microcopy that answers the “what if I regret this?” question.
Think of it as clearing pebbles from a path, not redesigning the road.
The internet is full of landing page theory. Your visitors do not care about that. They care about whether your page respects their time, understands their problem, and makes the next step feel safe.
That’s what “what converts and what confuses” really comes down to.
Stay sharp,
Better Every Day
Social Proof: There, But Not Working Hard Enough