One effective approach to optimising a SaaS website is to create industry-specific landing pages that combine the product offering with the unique needs of each sector. These tailored pages can drive more qualified leads and significantly improve conversion rates.
- Targeting specific industries increases relevance and conversion potential.
- Customised content speaks directly to each sector’s challenges.
Industry-Specific Landing Pages
The core idea is to develop industry-focused landing pages. For instance, a page like “Employee Feedback Tools for Recruitment Agencies” speaks directly to the challenges of that sector. While these pages may not generate vast traffic, they are more likely to attract relevant, high-quality leads.
- Industry pages increase conversions by addressing specific sector needs.
- These pages may have lower traffic but higher conversion rates.
Non-Branded, Commercial Keywords
Keyword research plays a key role in this strategy. I focused on non-branded, commercial terms such as “360-degree feedback” and “employee engagement surveys”. These terms reflect the product’s core functionality and are more likely to attract users actively searching for solutions.
- Non-branded keywords capture users with a strong purchase intent.
- Industry-specific terms improve relevance for specific user searches.
Competitor Analysis and Market Gaps
Through competitor analysis, I identified that many businesses in the SaaS sector aren’t yet creating industry-specific pages. This presents an opportunity to stand out.
- Many competitors overlook industry-specific optimisation, creating gaps to exploit.
- Targeting underused niches can boost rankings and lead generation.
Content Briefs for Each Industry
Once I identified the right industries and keywords, I created content briefs for each page. These briefs focused on crafting content that speaks directly to the unique needs of the target audience.
- Content should highlight industry-specific benefits to increase relevance.
- Keep content concise and clear to guide users towards conversion.
Replicating Success
An inspiring example came from People Insight, a competitor that has created a dropdown in their navigation menu to highlight the different industries they serve. Their approach is simple but effective.
- Using industry-specific navigation improves usability and conversion rates.
- Showcasing case studies and testimonials increases trust within each sector.
Monitoring and Optimising
Once these industry-specific pages are live, the next step is to monitor performance. By tracking user data, we can refine the content and optimise the pages over time.
- Regular performance reviews help identify areas for improvement.
- Iterating based on data ensures ongoing optimisation for better results.