When you think of a product page, what comes to mind?
For most SaaS founders, it’s the place where users click “buy,” sign up, or reach out to the company. But my experience has led me to realize that this page plays a much more significant role.
What is the real job of a product page? And how can understanding this job lead to more effective marketing, greater user engagement, and ultimately, increased sales?
More Than a Transaction: Understanding the Purpose of a Product Page
When I was recently asked, “what’s the purpose of a product page?” my first instinct was to consider its primary function: helping customers make progress.
But the real answer goes beyond the surface.
A product page should not just present features or push a product. Instead, it’s about creating the right circumstances for the customer to see how your solution solves their specific problem.
The best product pages don’t scream “buy now”; they guide users through their decision-making process, resolving anxieties and providing clarity.
A product page must meet the customer where they are in their journey. Think of the times you’ve gone from a “Contact Us” button to something more conversational like “Reach out” or Drop Us a Line” and seen a jump in engagement.
Why? The language shift acknowledges the user’s mindset.It’s more inviting, less transactional, and it puts users at ease. That simple change doubled the number of inquiries for one business.
Think of the JTBD timeline this helped reduced the friction of contacting a company by making it feel more personal and approachable – it helped move prospects to active looking.
Empathy as a Key Design Element
I personally believe the key to designing an effective product page lies in taking an empathetic approach. A skill many entrepreneurs and innovators have – and continue to develop.
Too often, product pages are designed from a place of assumption—either that customers know everything or know nothing. Both assumptions are wrong and harmful.
Customers often fall somewhere in the middle. They are problem-aware but solution-unaware. They know they’re struggling, but they might not know your product is the answer.
A while back I worked with the team at Intercom. It was at this time an early realization shaped how product pages were built: users understood their pain points well but were unclear about the right solution.
So, the messaging was built around the struggling moments—the moments where users would recognize themselves in the scenario being described.
A good product page has these “struggling moments” clearly presented, allowing potential customers to say, “Yes, that’s me.” This connection is crucial to make them feel like they’re in the right place.
Clarifying the Struggle: Three Key Questions
When designing a SaaS product page, it’s essential to address three key questions:
- What is the problem we help you solve?
- What is the outcome you’re trying to achieve?
- And what context are you asking these questions?
If your product page can answer these questions clearly and concisely, users are more likely to continue engaging with your product.
Once they feel understood and realize that the page speaks to their specific struggle, they will be more interested in hearing about the product’s features and benefits.
But it’s essential to note that pushing people too quickly toward buying without helping them see how your product makes progress leads to disappointment.
If they don’t know how to use the product effectively, they’ll stop using it. The real battle begins after the purchase—ensuring that customers see value in your product and become habitual users.
This starts on the product page.
Optimizing Product Pages for Different User Journeys
Not all visitors to your product page are the same. Some users are restocking or renewing a service—a habit they’ve already established. Others are visiting for the first time, in the midst of switching from another tool or exploring new options.
These users are in a vulnerable state of decision-making. They don’t just randomly land on your page—they’re searching for something to solve a specific problem. Understanding this journey is key to creating a product page that resonates.
One of the biggest mistakes companies make is assuming that random visits explain their traffic. In reality, nothing is random. That’s something that Dr. Taguchi told me.
Every click represents intent, even if it’s not immediately clear. Assuming that traffic is random is lazy thinking—it overlooks the underlying jobs your visitors are trying to complete.
For first-time visitors, your product page should focus on guiding them through a process of discovery.
Recognize their struggle, acknowledge their uncertainty, and offer them solutions that feel tailored to their situation.
Creating Product Pages That Help Customers Make Progress
So how do we make progress on product pages?
It starts with empathy. SaaS founders who want to succeed must design their product pages with a deep understanding of their customer’s emotional and practical needs.
Think of your product page not just as a place to display features but as a conversation with your customer.
- Acknowledge the struggle: Frame the messaging around the common struggles your customers face, helping them see they’re in the right place.
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Provide clarity: Clearly define the problem your product solves and the outcomes it helps users achieve.
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Reduce anxiety: Use language and structure that make users feel at ease and in control of their journey.
- Be empathetic, not forceful: Avoid pushing for a purchase too early. Instead, guide customers through the decision-making process, ensuring they feel ready to commit.
By thinking of the product page not just as a sales tool but as an enabler of progress, SaaS founders can create experiences that lead to greater customer engagement and long-term success.
After all, the job of a product page is not just to sell; it’s to help your customers make progress in their journey toward finding the right solution.
Learn more about how we partner with SaaS brands, including InVideo, Basecamp and more, helping them to identify their customers’ struggle.