Read intent differently
The message began with the audience’s concrete need.
SaaS · Landing page strategy · Lead generation
Complex SaaS product. Simple entry point. Relevant leads.
A start-up had developed a new SaaS product but had little established search demand. Instead of explaining the product at greater length, we rethought the landing page as a directly usable starting point.
New SaaS product
Low existing search demand
Landing page concept
Google Search & PMax
Project impact
A new entry point that revealed demand.
A directly usable URL check turned a complex product idea into an understandable first step.
Within a few weeks, it generated relevant leads and useful signals for further product and marketing development.
Starting point
Turn an existing need into a clear starting point.
Potential customers had a specific need, but searched in the language of their problem rather than for a new product category.
The key question became: which first step would the audience immediately understand and use?
My responsibility
From user problem to a testable landing page.
I developed the concept and requirements with the development team and supported the new approach with Google Ads acquisition.
- Reframed the entry point from the user’s perspective
- Designed a direct URL check
- Specified requirements and coordinated with development
- Set up and tested Google Search
- Set up and tested Performance Max
- Fed marketing learning back into product development
The new entry point
Let users experience value first. Explain the product next.
The landing page behaved more like a tool or search engine than a conventional SaaS product page.
Reduce friction
Users could enter a URL and start an initial check immediately.
Test acquisition in parallel
Search and Performance Max tested demand and different routes to the offer.
Learn for the product
Leads and user signals informed further product development.
The outcome
A clear entry point generated actionable demand.
The new approach generated relevant leads quickly and confirmed the direct, need-based user journey.
Marketing also became a learning system for further product development and acquisition.
Strong performance opportunities emerge where positioning, user intent, the funnel and acquisition meet.
For your setup
What you can apply to your own setup.
- 01
Starting with a concrete need can uncover demand even for new product categories.
- 02
An immediately useful first step may work better than extensive product explanation.
- 03
Landing page and acquisition are stronger as one shared experiment.
- 04
Good marketing tests provide valuable signals for product and positioning.
Next step
Is your next opportunity in positioning, the funnel or acquisition?
Let us assess demand, positioning and the funnel together.