Not long ago, a SaaS team we worked with launched a new landing page.
The design looked clean and the product was solid. But the page wasn’t ranking and conversions were nearly nonexistent.
When we looked under the hood, the issue wasn’t obvious at first. But it became clear quickly: there was no clear structure.
The value proposition was buried. The CTA sat too low. Headings weren’t aligned to how people search.
That’s why when we build SaaS landing pages, for ourselves or our clients, we always start with a wireframe.
A well-planned wireframe isn’t just about layout, it’s the foundation for a page that ranks in search engines, gets picked up by AI, and converts visitors.
In this guide, I’ll walk you through exactly how we do it at Position Digital.
What Is a SaaS Landing Page Wireframe (and Why It Matters)?
A wireframe is the skeletal layout of your landing page. No color. No polished design. Just the bare bones.
Think of it like the blueprint an architect draws before construction begins.
For SaaS marketers, it’s where structure, content, and intent come together before pixels and polish get in the way.
Wireframing helps you focus on what really matters:
- What is the core message?
- Where should the call to action go?
- What does a visitor need to see before they convert?
- How do we make this page scannable, SEO-friendly, and persuasive?
When you skip this step and jump straight into design, you often end up with something that looks good but lacks clarity and flow. That’s a big reason why so many SaaS landing pages fail to rank or convert.
We’ve seen this time and again with our clients. Marketing wants one thing, product wants another. Before long, everyone’s debating CTA placement and button color.
The result? Endless rounds of revision and delayed project launches.
But once we introduce a proper wireframe process, everything changes. Product, marketing, content, and SEO teams align from day one, collaborating around a shared vision of the page’s purpose and structure.
And the payoff? A clearer, faster design process and a landing page that actually performs.
Must-Have Elements of a High-Converting SaaS Landing Page
Before you open a wireframing tool or write a single headline, it helps to know what your page actually needs.
Over the years working with SaaS clients, we’ve found that the highest-converting landing pages all follow a similar structure:
Hero Section (headline + subheadline + CTA)
This is your first (and sometimes only) chance to make the pitch.
It usually consists of 3 core elements:
- A clear, benefit-led headline that explains what your SaaS does and why it matters.
- A subheadline to give additional context.
- A call to action above the fold, easy to spot, and action-oriented (e.g. “Start Free Trial”). Use visual cues to help visitors notice the CTA and guide them toward taking action.
This is also where a relevant product image, video, or UI screenshot—well-chosen pictures—can help visitors understand the offer visually, enhance visual appeal, and guide the viewer’s attention through the hero section.
Here’s a good example from one of our clients, HR Datahub.
Value Proposition (make it clear and visible)
What makes your product different or better? Think about your unique value proposition and highlight it in your copy.
- List 3–5 key benefits or use cases.
- Use short, scannable copy—bullets work well here
- Reinforce the headline with a mini-summary of your product’s core value.
Your value proposition should be visible without scrolling or hard digging.
Social Proof (logos, testimonials, case studies)
People trust people. Well-placed social proof builds instant credibility and reduces friction.
Displaying a review from a satisfied customer can help build trust with potential customers and existing customers, making them more likely to engage with your business.
- Add client logos (“Trusted by 1,000+ teams…”).
- Include testimonials with names, photos, and specifics, and showcase reviews from customers to help build credibility.
- Link to or preview case studies to show real results.
Take note of how our client Decentriq nicely showcases a customer quote, followed by a list of client logos.
Feature Highlights (with icons or simple visuals)
Don’t just say what your product does, show how it helps.
- Use 3–6 features, ideally paired with icons or short animations.
- Keep the copy focused on outcomes (“Save hours each week” vs. “Automation feature”).
This section reinforces your value and helps convert skimmers into scrollers.
Visual Hierarchy & Spacing
This isn’t a “section” as much as a guiding principle.
- Use consistent heading sizes to help scanning.
- Allow for white space between sections—it makes everything easier to digest.
- Keep layouts clean and simple. A good rule: if everything is bold, nothing stands out. Proper spacing and clear hierarchy create a positive feeling of clarity and calmness for the viewer.
This is where low-fidelity wireframing really shines. It lets you experiment with layout and flow before committing to design details.
Multiple CTAs (that all serve the same goal)
Pages with one clear CTA convert 2.4x better than those with multiple options, according to Unbounce’s 2024 benchmark report.
- Repeat your main CTA (e.g. “Start Free Trial”) at logical points: top, mid-page, and bottom.
- Avoid mixing goals (e.g. “Contact Us” and “Book a Demo”) unless they’re clearly tiered or audience-specific.
Repetition works, especially when it’s spaced around key persuasion points.
FAQ Section (for SEO and objections)
This section does two things:
- It helps you rank for question-based search terms.
- It answers last-minute hesitations that block conversions.
Think of it as your page’s “quiet closer”, solidifying trust, pre-empting doubts, and sneaking in long-tail keywords.
How to Wireframe Your SaaS Landing Page Step by Step
You don’t need to be a designer to create a great landing page wireframe – you just need a clear process and the right focus.
Here’s how to do it:
1. Start with the End Goal
Before you even open a wireframing tool, get clear on what you want visitors to do.
- Is the goal a free trial sign-up?
- A demo request?
- To capture leads?
- A download?
Everything else in the wireframe should support this one conversion goal.
2. List Out Your Core Content Blocks
Based on what converts best (and what ranks well), map out your must-have sections. These typically include:
- Hero section with headline, subheadline, CTA
- Value proposition
- Features or benefits (bullet or icon-based)
- Social proof (testimonials, logos, case studies)
- FAQ (for SEO and objections)
- Final CTA
You can jot these down on paper or create a quick outline—this becomes your structural checklist. We often pair this with a solid content brief to guide copy and design in sync.
3. Create a Low-Fidelity Wireframe
You can use wireframe tools like Figma and Miro to structure your landing page.
- Use pre-built components (buttons, form fields, browser windows, devices) to lay out your sections quickly.
- Focus on flow, not final design—this is about structure and content hierarchy.
- Use sticky notes or comments to flag where you’ll add specific copy (e.g. H1, value prop, benefit bullets).
Tip: Keep it black and white, avoid images or colors, and label each section with its purpose.
4. Plan for SEO Early
Your wireframe isn’t just about visuals – it should reflect how your page will perform in search, aligning closely with your SEO strategy.
- Plan your heading structure (H1, H2, H3).
- Add a FAQ block at the bottom. This gives you a place to include keyword-rich answers and potentially qualify for featured snippets.
- Note internal link opportunities (e.g. “Learn more” to link to a case study or pricing page).
This ensures your design and content strategy work together from the start.
5. Add Visual Hierarchy Notes
Make sure your layout reflects what’s most important.
- Bold headlines, larger fonts, and prominent CTA buttons
- Use white space around CTAs and between sections to make the page easier to scan
- Plan for mobile: assume sections will stack vertically, and place your most persuasive content first
A common mistake we see is trying to fit too much above the fold. Prioritize clarity over cramming.
6. Share, Collaborate, Iterate
Once your wireframe is sketched out, share it with your team.
- Gather feedback from product, design, SEO, and content teams.
- Add comments where you’re unsure—invite discussion early.
- Duplicate your board to explore layout variations or run A/B layout tests internally.
Getting input at the wireframe stage saves hours (and headaches) during design and development.
What Makes a Wireframe SEO-Friendly?
When we think of SEO, we often jump straight to keywords and content. But what many SaaS teams miss is that structure is strategy, and that begins at the wireframe stage.
Creating landing page wireframes serves as a blueprint for structuring content, ensuring that key elements are organized to improve both user experience and SEO performance.
A page that’s thoughtfully laid out is not only easier for users to navigate, it’s easier for search engines and LLMs to crawl, index, and rank.
Here’s how to wireframe with SEO in mind:
Use a Clear Heading Hierarchy (H1 > H2 > H3)
Every wireframe should map out a clear heading structure. This helps Google understand the topical breakdown of your content, and helps users scan quickly.
- Start with one H1 that includes your primary keyword (e.g. SaaS landing page wireframe).
- Break content into logical H2 sections: hero, value prop, features, FAQ.
- Use H3s for subpoints or benefit lists inside those blocks.
Label these in your wireframe so content and dev teams stay aligned, or plan content collaboratively in Google Docs right from the start.
Plan for Keyword Placement in High-Value Zones
Even before the copy is written, you can flag where keywords should naturally appear.
Mark high-value zones such as:
- In the H1 and subheadline
- In the body copy under each major section
- Inside the FAQ answers (great for long-tail keywords and semantic relevance)
- In button microcopy (e.g. “Start Your Free Trial” can include a product benefit keyword)
This gives your content team a roadmap for on-page optimization, not just design.
Add a Dedicated FAQ Section
We always recommend including FAQs at the bottom of a SaaS landing page.
Why? Because FAQs allow you to:
- Address objections (which increases conversions)
- Naturally include question-based keywords
They can also make your page eligible for rich results like People Also Ask in Google.
And according to recent AI SEO studies, Q&A is currently the best format to boost visibility in AI search.
In your wireframe, reserve 2–6 expandable question blocks with placeholder text and note the importance of keyword variation.
Ensure Mobile-First Layout
Google indexes and ranks the mobile version of your page, so your wireframe should reflect that reality from day one.
- Use single-column stacking and large enough text for mobile legibility.
- Make sure the H1, CTA, and value prop are visible without scrolling.
- Keep buttons spaced far enough apart to be thumb-friendly.
Don’t leave mobile to the design stage. Plan for it early during the wireframing process.
Avoid SEO Pitfalls in Layout Planning
I’ve seen people make these common SEO mistakes:
- Placing key content inside images only (which Google can’t read).
- Using vague labels like ‘Section 1’ or ‘Content block’.
- Cluttering the design with too many distracting elements.
Here’s what you need to do instead:
- Keep all important text as editable copy, not embedded in visuals.
- Use descriptive, keyword-friendly labels in your wireframe to guide content and SEO alignment later.
- Prioritize whitespace and simplicity. Clean layouts are easier for both users and search engines to understand.
Copy, CTA, and Conversion Best Practices
Even the most beautiful layout won’t convert if the words don’t land. Your wireframe is the perfect place to start planning not just where copy goes, but how it persuades.
Clearly communicating the value of your service in the wireframe is essential for engaging visitors. Effective wireframing also gives you control over the user experience and brand narrative.
At Position Digital, we treat copy and CTA placement as core structural elements, not afterthoughts.
Here’s what to keep in mind while wireframing:
Use Action-Oriented, Benefit-Driven Headlines
We always wireframe headlines before writing full copy, because the first impression is everything.
Headlines should quickly answer: What is this? Who’s it for? Why should I care?
- Use verbs and benefits (e.g. “Automate your reporting in 2 clicks”).
- Avoid feature dumps—save those for the detail sections.
- Your H1 should include the primary keyword, but make it feel natural and helpful.
Tip: Add placeholder H1 and H2 text with notes on tone and keyword intent.
If you want a deeper dive, here’s a full guide on how to write SEO headlines that attract clicks.
Write CTA Copy That Speaks to Outcomes
Your call to action should clearly state the benefit of clicking, not just the action.
✅ Better: “Start My Free Trial”
❌ Worse: “Submit” or “Learn More”
Other high-performing CTA phrases include:
- “Get Started Free”
- “Book a Demo”
- “Try It Risk-Free”
- “See How It Works”
- “Get Early Access” (for launches or betas)
Tip: Block out button shapes and label them with draft CTA text. Reuse them in 2–3 places along the scroll.
Repeat CTAs Strategically (But Don’t Overdo It)
A single CTA at the top isn’t enough. Repeat the same action throughout the page, especially:
- After the value prop
- After testimonials or proof
- At the bottom, near the FAQ
But: avoid mixing too many different CTAs (“Contact Us,” “Free Trial,” “Download Whitepaper”). It confuses visitors and fragments conversions.
Tip: Annotate buttons as “Primary CTA” and ensure they’re consistent across sections.
Use Supporting Microcopy to Reduce Friction
Tiny bits of text can make a big difference:
- Below or above a sign-up button: “No credit card required.”
- Below or above a demo form: “Takes less than 60 seconds.”
- Next to an email field: “We’ll never spam you.”
These reassure visitors and remove perceived barriers to clicking.
Design CTAs That Stand Out Visually
While the wireframe won’t show final colours, you should still plan for contrast.
- Make buttons clearly visible (use white space generously).
- Leave room for hover states or mobile tap space.
- Use arrows or icons only if they add clarity, not clutter.
Tip: Add notes like “Ensure button contrasts with background” or “Use sticky CTA bar on mobile.”
Common Mistakes to Avoid
Even the most polished SaaS landing pages can fall short if the fundamentals aren’t in place. From experience, the biggest issues usually aren’t about branding or colour palettes; they’re about structure, clarity, and user flow.
Here are the most common mistakes we see (and how to avoid them while wireframing):
Too Many CTAs
It’s tempting to give visitors options such as book a demo, start a trial or download a whitepaper, but offering too many choices can dilute conversions.
In fact, landing pages with a single clear CTA convert 1.6% better than those with multiple CTAs.
Fix: Choose one goal. Label all CTAs in your wireframe as “primary,” and repeat them consistently (top, mid-page, and end).
Ignoring Mobile from the Start
Over 62% of website traffic now comes from mobile devices according to Statista, yet many wireframes are still planned desktop-first. This creates issues with flow, button spacing, and readability.
Fix: Design for mobile first. Use a single-column layout, stack sections logically, and ensure CTAs are visible without scrolling.
Burying the Value Proposition
Visitors need to know what you do (and why it matters) within seconds. If that message is buried halfway down the page, you’ve likely lost the lead.
Fix: Place your headline, subheadline, and key benefit copy above the fold, and ensure it aligns visually with your primary CTA.
No Content Hierarchy or Visual Flow
If everything on the page is bold, nothing stands out. Poor use of headings, inconsistent spacing, and lack of visual contrast lead to cognitive overload.
Fix: Use clear heading levels (H1 > H2 > H3) and plan for visual hierarchy. Effective use of whitespace can improve content comprehension by up to 20%.
Skipping Social Proof
Landing pages without testimonials, customer logos, or case studies miss a major trust-building opportunity.
Fix: Include a dedicated section for social proof. Even one or two short quotes can make a measurable difference.
Build High-Converting SaaS Landing Pages With Position Digital
If all of this sounds like a lot to juggle—SEO, UX, conversion flow, team alignment—that’s because it is. Most SaaS teams don’t have the time (or headspace) to map out every detail before design begins.
That’s where we come in.
At Position Digital, we’ve helped SaaS brands build top-ranking, high-converting landing pages.
Our SaaS SEO service combines strategic wireframing, data-driven keyword targeting, and conversion-focused content planning, so your pages attract the right visitors and turn them into customers.
Whether you’re launching a new product page, refreshing an existing one, or planning a full conversion-focused redesign, we’ll help you build a page that not only looks great but also performs well.
