5 Strategies Used by The Best SaaS Websites

When it comes to marketing Software as a Service (SaaS), your website is the digital gateway to your product. Not only is it where potential customers form their first impressions of your business, it’s also where they’ll ultimately decide whether to engage or not.

This is why website design for SaaS should aim to balance informative content with strategic marketing tactics — guiding visitors toward conversions without overwhelming them in the process.

To help, let’s explore some tips to help you create the best SaaS website to showcase the SaaS solution you have to offer.

1. Clarify Your Message

When it comes to showcasing your SaaS solution, clarity is key. Your website should be able to communicate exactly what your product does, while highlighting additional value that sets it apart from competitors.

To do this, we recommend:

Avoiding technical jargon that might alienate some prospects
Placing a focus on explaining your solution’s benefits, using approachable, engaging language
Crafting a compelling value proposition that highlights why your SaaS solution stands out, even in a crowded market
Incorporating visuals like infographics or explainer videos to illustrate key features and concepts

Tip: Enlisting the help of a content marketing or copywriting agency can be extremely helpful for ensuring your SaaS messaging is on point. With the right type of content and a comprehensive Search Engine Optimisation (SEO) strategy in place, your website’s text can draw in more organic leads.

2. Ensure Your Website is User-Friendly

We all know that a user-friendly design and an easy-to-navigate interface are the foundations of any good website, but for SaaS companies, it’s even more crucial.

If your website’s design isn’t intuitive enough, prospects will assume that your product follows suit. On the other hand, an easy-to-use website signals that your SaaS solution is user-oriented and accessible to the widest possible audience.

To make your SaaS website design as user-friendly as possible:

Streamline navigation with clear menu structures and logical page layouts
Prioritise responsive design that adapts seamlessly to various screen sizes and mobile devices
Offer self-explanatory features and tooltips to guide users through your site
Consider website users with additional needs and ensure all visual and technical elements align with website accessibility standards
Ensure your messaging follows a logical flow, making it easier for users to feel ready to convert at the stages you want them to

3. Monitor Website Insights & Collect Feedback

So, how do you know if your website is user-friendly and effective? A user-friendly and engaging website will have data to support this. By monitoring data associated with your website’s performance and collecting feedback from website users, you can gain a clearer picture of what’s working well and what needs improvement.

If your SaaS website has a high bounce rate or isn’t gaining enough traction from paid ads, it’s essential to figure out what the cause might be.

But how?

We recommend monitoring the following metrics:

Traffic sources: Analyse where visitors come from, e.g. organic searches or Facebook ads, to allocate resources more effectively
User behaviour: Track metrics like bounce rate, page views, and session duration to gauge user engagement and find areas for improvement
Conversion rates: Measure how well your website converts visitors into customers or subscribers, optimising the conversion funnel
Page performance: Evaluate individual page loading speeds and performance across all devices to enhance the user experience and SEO rankings
User feedback: Collect user feedback through surveys, comments, and reviews (both positive and negative) to make informed changes and improve your customer relationship management strategy
Content engagement: Assess content popularity via shares, likes, comments, and time spent on specific pages
SEO metrics: Monitor search engine rankings, organic traffic, and keyword performance for better SEO optimisation
Security and privacy: Regularly audit your site for security flaws and adhere to data protection regulations to build user trust (if you’re using in-house servers or a cloud storage solution for your website, it’s a good idea to regularly check backups to ensure your site is retrievable at all times)

Tip: Failing to optimise your SaaS website for different features and devices can lead to frustrated users and lost opportunities. This is why A/B testing and user feedback is essential for ensuring specific elements on your website are working the way you want. Especially when comparing website versions or evaluating new pages, be sure to engage directly with users to find out what works best as early as possible.

4. Balance High-Performing Technology with a Human Touch

While SaaS customers value technology, they also want assurance that human support will be available when needed.

Particularly for complex solutions or platforms that need to work across multidisciplinary teams, your website should showcase both the technical capabilities of your product and the human touch behind it.

To make the human connection more evident across your website and ensure your target audience knows there’s a team on hand to help, we suggest that you:

Provide easy access to customer support channels, such as live chat or email
Make it easy for prospects to engage directly with your SaaS company by offering them the opportunity to book a discovery call or demo about your SaaS solution
Feature team profiles, customer testimonials, and social proof to humanise your brand
Highlight success stories that illustrate how your SaaS solution has positively impacted real businesses
Share informative and educational content on your website to position your team as industry leaders and assure your users that they’re receiving expert support

Tip: If you offer extended hours for customer support, e.g. ‘24/7’ or ‘24/5’ support, it’s always good to advertise this on your website.

5. Add the Right Amount of CTAs to Your Website

Clear and compelling Calls to Action (CTAs) are a vital component of any successful SaaS website. Whether you want visitors to request a demo, sign up for a free trial, or schedule a consultation, your CTAs should be strategically placed and designed to trigger action.

For your CTAs to be as effective as possible:

Use action-oriented language that conveys value. This can include phrases such as “Get Started” or “Request a Demo”
Use contrasting colours and engaging visuals to make CTAs stand out
A/B test different CTA placements and designs to determine works best for your audience
Ensure the position of your CTAs makes sense on the page e.g. does the rest of your content tell a story that helps users feel more comfortable taking action at that point?

Tip: It might be wise to offer website users the opportunity to sign up to a newsletter that will deliver news, insights, and exclusive offers directly to their inbox. They might not be ready to convert on the spot, but by collecting their email address (compliantly), you may be able to engage them at a later point.

Showcase Your SaaS Solution in the Best Light

Your SaaS website is your starting point for creating a powerful online presence that converts visitors into satisfied customers. This is why it’s so important to get it right from the beginning.

At Rocket SaaS, we specialise in crafting top-tier SaaS websites and digital marketing strategies that not only captivate, they convert. Supported by a multidisciplinary team and industry-specific insights, we build SaaS websites that resonate with the type of audience you want to attract.

To find out more about our SaaS marketing services, book a FREE marketing strategy call with a member of our team today.