7 Landing Page Conversion Tips From an Expert Analysis
Marketing expert Justin Hammond recently spent 35 minutes analyzing our landing page and uncovered 7 critical issues that kill conversions - issues that appear on virtually every landing page he audits.
This guide is inspired by Justin Hammond, a marketing expert specializing in conversion optimization for SaaS companies. His detailed landing page audits have helped dozens of companies improve their conversion rates
We're incredibly grateful for his insights that formed the foundation of this guide - his analysis will help us reach 5x more users to try Zignalify.
1. Get Your Hero Section Right (Or Users Leave)
Your hero section is the most important part of your landing page. If users don't like what they see in the first 3 seconds, they're gone. No second chances. They won't scroll to see your features or testimonials.
Most hero sections fail because they're missing critical elements or people don't understand what the product it's about.
What your hero needs
Clear headline that states the main benefit Not what your product is. What outcome the user gets. "AI-powered analytics platform" means nothing. "Know exactly which SEO fixes will boost your traffic" tells me what I get.
Keep it to 8-12 words. Test at 1920px, 1440px, 1024px, and 768px resolutions. Text that breaks awkwardly at high resolutions kills your message.
Sub-headline that explains HOW in under 2 sentences Your headline says what I get. Sub-headline says how you deliver it. "Connect Google Search Console. Get prioritized fixes weekly." Now I understand the mechanism.
Don't be vague. "Our AI automatically fixes X" vs "We show you how to fix X" - pick one and be explicit about who does the work.
Product screenshot showing the outcome Don't show your dashboard UI. Show the insight or result users get. Instead of graphs and tables, show the prioritized list of fixes with impact estimates. Show the "aha moment" not the interface.
One credibility signal "Trusted by 10,000 users" or "Used by 500+ SaaS companies" or "Average 30% traffic increase in 90 days". Pick one. Make it specific and real.
Primary CTA for main action "Start Free Trial" or "Get Started Free" - pick one and use it consistently across your entire page. Every CTA should say the same thing with the same styling.
Secondary CTA for lower intent visitors "Watch Demo" or "See How It Works" or "Schedule Demo". Gives people who aren't ready to sign up a softer next step. Especially valuable for early-stage products - these conversations help you understand how users think.
Example transformation
❌ Before:
- Headline: "Advanced SEO Analytics Platform for Modern Teams"
- Sub-headline: "Leverage cutting-edge technology to optimize your search presence"
- CTA: "Learn More"
✅ After:
- Headline: "Know Exactly Which SEO Fixes Will Boost Your Traffic"
- Sub-headline: "We use your Google Search Console data to give you insights of what it needs be fixed to get more traffic."
- Credibility: "Used by 1,200+ SaaS companies"
- Primary CTA: "Start Free Trial"
- Secondary CTA: "Watch 2-Min Demo"
Get your hero right before you worry about anything else. Everything below the fold is wasted if visitors bounce from your hero.
2. Show Solutions, Not Just Problems
Product screenshots show problems (errors, declining metrics, bugs) instead of solutions or insights. Users don't want to see more problems - they see those in their own dashboards.
Illustrate the "fixed state" or the insight your tool provides. Highlight the "aha moment" in screenshots. Use annotations to guide attention to value.
Example:
❌ Don't show: Dashboard with declining traffic graph
✅ Show instead: Prioritized list of fixes with "Quick Win" badges and estimated impact
Implementation tips:
- Remove identical primary button styling from illustrations (reserve that for actual CTAs)
- Simplify complex SVGs into clear, annotated illustrations
- Each visual should answer: "What does the user get?"
Your screenshots should make users think "I want that" not "that looks like my current problem."
3. Maintain Identical CTA Text & Styling
Different CTA buttons throughout the page create confusion and decision paralysis. Users see inconsistent messaging and question what they're actually signing up for.
Common mistake pattern:
- Hero: "Start Free Trial"
- Features: "Get Started"
- Pricing: "Start 7-Day Free Trial"
- Footer: "Try Now"
Choose ONE primary CTA text and use it everywhere. Consistent color, size, and styling across all sections. Exception: Final CTA can be slightly more specific if needed.
Recommended approach:
- Primary CTA (everywhere): "Start Free Trial"
- Secondary CTA (softer): "Schedule a Demo" or "Watch Video"
Consistency builds trust. When messaging changes, users question what they're signing up for. Pick one CTA and stick with it.
4. Use Specific Numbers & Stats in Features
Vague benefits don't build confidence or help users evaluate fit. "Improves your metrics" means nothing. Specific numbers make features credible and help users self-qualify.
Replace generic claims with specific, measurable outcomes. Include percentages, time savings, or quantities. Add stats throughout: "Brands using this improve discoverability by 30%".
Example transformations:
❌ "Catches AI mistakes" → ✅ "Detects 12 types of broken links on average in first audit"
❌ "Monitors your SEO" → ✅ "Scans 50+ SEO factors weekly, alerts within 24 hours"
❌ "Improves rankings" → ✅ "Identifies your top 5 ranking opportunities each week"
Data sources for stats:
- Customer success data (average improvements)
- Time-tracking studies (how long manual work takes vs. your tool)
- Industry benchmarks (how you compare)
Stop saying "helps you do better". Say exactly what "better" looks like with numbers.
5. Keep Features List Concise & Problem-Focused
10+ features overwhelm visitors and dilute your value proposition. Features feel disconnected from user pain points. Long feature lists require excessive scrolling on mobile.
Part A: Reduce feature count
Limit to 3-4 primary features above the fold. Expand to 6-8 maximum in dedicated features section. Each feature should directly solve a pain point from your problem-agitation section.
Part B: Map features to problems
Open with 3 specific pain points. Map each feature directly back to one pain point. Use consistent language between problem and feature.
Example flow:
- Pain stated above: "You spend 10 hours/week on manual SEO reports"
- Feature below: "Automated Reports (Saves 10+ Hours/Week)"
Structure each feature: Problem statement → How feature solves it → Benefit with stat.
More features doesn't mean more conversions. Focused features that solve stated problems convert better than exhaustive lists.
6. Add Human Faces & Strong Testimonials
Landing pages feel sterile. Social proof is buried or lacks credibility. Users don't trust faceless testimonials.
A) Place one strong testimonial under hero
Immediately after hero section. Include: Full name, company, role, photo, specific result. Format as pull-quote for visual impact.
Ideal testimonial structure:
"Before using [Product], we [specific pain]. Now we [specific result with number]. This saved us [time/money]." — [Full Name], [Role] at [Company]
B) Add human faces throughout
- Testimonial sections: Real customer photos (not stock)
- Use cases/personas: Photos of people in target roles
- Founder section: Your photo (builds trust in early-stage products)
C) Improve testimonial readability
Use white cards on testimonials for better contrast. Make numbers credible (specific, not inflated). Remove generic claims like "integrates with GSC" unless it's the testimonial's focus.
Landing pages with human faces see 95% increase in conversions according to Visual Website Optimizer studies.
Bonus for early-stage SaaS: Add a "Schedule a Demo" button. It helps you understand how users think and what they're looking for. Personal conversations are invaluable in the early stages when you're still figuring out product-market fit.
7. Align Your Free vs. Paid Messaging
Hero promises "free to start" but pricing reveals limitations that feel like bait-and-switch. Or final CTA says "$19/month" while hero says "free trial." This inconsistency destroys trust.
If offering free plan, state clear limitations upfront. If offering free trial only, be explicit: "7-day free trial, then $19/mo". Ensure hero, pricing, and final CTA all tell the same story.
Example clarity:
✅ Clear: "Free: Monitor 1 website. Pro ($19/mo): Unlimited sites"
❌ Confusing: "Start free!" → [reveals 7-day trial only after signup]
Related consistency check:
- Footer product description should match hero sub-headline
- FAQ section should address free vs. paid clearly
- Expand one FAQ by default to encourage interaction
Trust erodes when messaging conflicts. Users abandon when they feel misled, even unintentionally. Say what you mean in the hero, and repeat it everywhere else.
Conclusion
Thanks again to Justin Hammond for his expert analysis that inspired this guide. His detailed audits provide actionable insights specific to your business.
Landing page optimization isn't about perfection - it's about continuous improvement. Tools like Zignalify apply this same data-driven approach to SEO: instead of overwhelming dashboards, you get specific, prioritized recommendations.
Start with 3 changes this week. Measure results. Build from there.