Fintech and SaaS landing page design: showing a product you cannot photograph
By Core Concepts · · Fintech & SaaS
Software has a presentation problem: there is nothing to photograph. That is why so many SaaS pages end up with the same abstract gradients and stock illustrations. The better approach is to make the product itself the imagery.
Say what it does in one line
Technical products attract vague headlines. "The future of finance" tells a visitor nothing. "Treasury, in real time" tells them the category and the benefit in four words. Follow it with one sentence on who it is for.
Show the product working
A static screenshot is the minimum. A product that moves is better: balances updating, a chart drawing, a transaction arriving. Our Numa template builds a live dashboard in code and moves a camera across it as you scroll, focusing on one capability at a time.
Because it is drawn in code rather than recorded, it stays sharp on every screen and adds almost nothing to the page weight.
Lead with one idea per section
Complex products tempt you to explain everything at once. Give each section one job: what it replaces, how it works, why it is safe, how to build on it. Visitors scroll through a sequence more readily than they read a wall of features.
Put numbers where claims would go
"Fast and reliable" is a claim. A latency figure, an uptime percentage and a count of supported currencies are evidence. Show a small number of real metrics, large, and say what period they cover.
Take security seriously on the page
For anything that touches money or data, buyers look for a security section early. Name your certifications, how data is encrypted and who audits you. If something is still in progress, say so rather than implying it.
Give developers their own section
If your product has an API, the person evaluating it wants to see code. Show a real request and a real response, with tabs for the languages you support and a copy button. It signals that the documentation will be good too.
Use one call to action
Pick the action that matters, whether that is requesting access, starting a trial or booking a demo, and repeat it. A page offering four different next steps converts worse than a page offering one.
Keep it fast
Technical buyers notice performance. Pause animations that are off screen, avoid video where code will do, and make sure the headline appears immediately. More on this in website animation that does not slow your site down.
A checklist
- A headline that names the category and the benefit
- The product shown in motion
- One idea per section
- Real metrics, not adjectives
- A security section
- Code samples for developers
- One repeated call to action
Scroll the full Numa demo on its page: see Numa.
Templates in this article
- Numa: A dark, data-driven homepage for fintech and SaaS products. $79.