6 Must-Do Tips for SaaS Website

Without a decent website, your SaaS company will run in “hard mode” and will likely experience issues with your conversion rates.

The difference in how users respond to information above vs below the fold is over 84%. This shows why it’s crucial to have a well-designed and user-friendly website.

Why is a website important for SaaS businesses?

Your website is critical in promoting your product and helps you sell more of it. When you combine a great website with a proper marketing and sales strategy, you’ll get clarity on what works best for your business.

Your sales strategy depends heavily on your target customer. Ultimately, you’ll want your potential customers to book a demo and decide that your solution will achieve the results as advertised. This will likely be in the form of free trials. The best way is to put in your customer’s shoes when building and testing your products to help boost your conversions.

We’ve all been there – you design a website and get carried away by focusing on the right colors and layout but forgetting about things like the copy and your site’s performance. Therefore, in this article, you’ll have everything you need to build a SaaS website for your ideal customers.

6 SaaS website best practices for boosting conversions

Let’s discover the five best practices in more detail below.

1. Find your value propositions

Your value proposition equals the first impression your visitors have of your company. Ask yourself how it will catch your potential customer’s attention: Is it inspiring? Specific? Does it have a clear call to action?

There isn’t a formula that fits all business, but with some trial and error, you can determine what to focus on. 

How to write value propositions

Discover the challenge of writing customer-optimized copy. You can start by asking customers:

• Why are you engaging with our product?
• What challenges do you face?
• What are the solutions you’re looking for?

Here’s one of Neil Patel’s tips for writing your value proposition:

Ask open-ended questions instead of multiple-choice ones. This will help you record a collection of languages you can translate into effective messaging for users. By hearing the phrasing types commonly used by your users, you’ll understand more about how to word your content.

2. Put yourself in your users’ shoes

Speak to your customers – your whole communication strategy should be about addressing them directly to them.

Visualize the benefits your SaaS product will bring to customers. Visualize the customer’s minds of the ease your product will bring to their daily tasks or jobs. An excellent technique is showcasing their current way of doing something (without using your product) and the new way (how your product will make their tasks much easier). Ensure that the before and after gap is significant.

3. Experiment with trials

Experiment with trial alternatives to improve your SaaS website’s conversion rate. We all love free trials, as we get to try out something before fully committing with our hard-earned cash. Offering a free trial can be beneficial for SaaS products. However, you should consider whether offering the trial is necessary and decide if it’s the best strategy for your SaaS product.

 First, your potential customer must understand your product’s value without much effort. There are other ways to achieve this goal, such as:

• Social proof: Include statistics or logo designs in your branding that show customers that your product has received solid validation from companies they may have heard of and respected. 
• Highlight your benefits: Be clear about your top-selling products.
• Get started easily: Add a brief introduction about your product.
• In-line sign-up: Users shouldn’t need to go to a separate page during the sign-up process. They should enter their email address on your homepage.

4. Embrace testing and experimentation

How should the changes be made and introduced to your customers?

“If Edison only focused on improving one idea, he would just come up with a better candle.”

This quote is usually thrown for the debate of radical vs iterative. Edison’s lightbulb was radical, but he experimented with over 1,000 iterations. Radicality is highly valuable, but it’s one variable to discover a mountain and another to conquer it.

Remember that success rarely comes from the first attempt, and the best teams must embrace testing and experimentation when building a website. Here are the pages worth monitoring and testing:

• Homepage value propositions
• Call to actions
• Homepage flow
• Trial/demo/signup points
• Product tour flow
• Pricing page
• Chatbots
• High-performing landing pages
• Email subject lines and text

5. Create a user-friendly experience

They say beauty makes you trustworthy and your partner tolerant; the same principle applies to websites. However, in this case, beauty translates into familiarity and simplicity.

Following the website’s best practices, like the search function usually at the top, can be an excellent starting point to draw people in. Generally, more website clutter will result in lower conversion rates. Simpler designs are usually perceived as more beautiful with the help of white space to draw focus on the value proposition and other points of interest.

Regardless of the direction you want to take, remember to focus on its purpose: to engage visitors from the moment they land on your homepage.

6. Focus on user navigation and flow

Flow and navigation are essential elements when designing a high-converting SaaS website.

Once users land on your website, you want them to follow specific steps. Keep them focused on the path and guide them to the next steps. A clueless user will likely abandon your site.

Take advantage of whitespace to draw visitor’s eyes to the middle of the screen. This lets your users find any call to action easier, and if they don’t click the button, a navigation bar at the top or side can help pick up the slack.

Conclusion 

A well-designed SaaS website is the foundation of your company’s online presence and is crucial in converting visitors into customers.

By following these six best practices—crafting compelling value propositions, understanding your users’ needs, experimenting with trials, embracing testing, ensuring a user-friendly design, and optimizing navigation flow—you can create a website that attracts, engages, and retains users.

Ultimately, a thoughtful, user-centered website will support your SaaS business’s growth, improve conversion rates, and position you for long-term success in an increasingly competitive market.