Landing page best practices? Useful. But not always the best  This page by Cognism is almost perfect And it breaks a lot of the best practices that you'll find in an article about making B2B SaaS landing pages ✨ Best practice 1: Keep your landing page copy shortCognism's response: here's a wall of text Their homepage hero currently comes in at 116 words. Compare that to ZoomInfo which comes in at 33 words The best practice assumes the reader doesn't have time to make a choice but when they're buying a tool like this, they *need* to make a considered choice There's potentially millions of dollars resting on the choice because the data quality and usability of that data matter in their own sales process That Cognism spend the time to go work through objections right from the top of the page and at depth shows how clearly they understand this ✨ Best practice 2: Shallow on the homepage, go deeper laterCognism's response: Grab your snorkel and dive in! Every section on the homepage ought to help a customer qualify or disqualify themselves quickly But the common practice of giving shallow info about the product in the hope that the prospect stays to learn more is so weird to me What Cognism do feels bang on the money: help people learn whether the product's for them ASAP They do that by giving answers to common objections, adding a section on who their product *isn't* for and also including use case based information Crucially: none of it is skimmable – you've got to work to get that info. I believe that these two approaches to landing page design have probably caused a huge number of prospects to book a call with Cognism Honestly, incredibly impressive work === SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.  If you enjoyed this episode, you can do the following things right away:  1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session. One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast. 2 If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients. 3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page. 4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.