Less is more. For B2B SaaS sites, this golden rule applies even more strongly than for other types of e-retail businesses. Your focus should be on clear text and a clutter-free design. The following tips will offer you some inspiration for boosting conversion on your SaaS website.

Tip 1: Keep headings concise

The second a lead arrives on your website, they must be able to immediately recognise what kind of SaaS product you’re selling and how it can help them. Use a heading that gives them more than just the product name; after all, the name isn’t that relevant to your prospective customer. Instead, focus on two key aspects when writing your heading:

• The need that your software fulfils

• The target group that needs your software most

Tip 2: Include elements that entice people to buy

No SaaS web design is complete without a clear call-to-action (CTA) button in the middle of the screen. But you also have to make it clear to your customer what they’ll get when they click the button. For example:

• A free check or consultation

• A free trial

• Interesting data or information

The following elements are also critical to enticing people to buy your software: 

• A list of product benefits that emphasises ‘what’s in it’ for your customers

• Quality seals and customer reviews that show you are a serious SaaS provider, selling a product that people can trust

• Clear navigation that directs visitors to detailed information

But be careful not to overload your start page with too many details. You never want to overwhelm your customers with distracting images or too many CTAs. Mega drop-down menus are generally not an appropriate choice for B2B SaaS sites. Remember to keep things as simple as possible.

Tip 3: Keep texts short and simple

Many people have difficulty understanding software-related topics. If your site uses overly complicated text with lots of jargon, visitors may not understand how your product can benefit their business. If they feel overwhelmed, they may simply leave the site. That’s why you need to describe your product in the most practical terms possible. Keep images and screenshots to a minimum, and use simple colours to set the right tone on your landing page. Put yourself in your customer’s shoes and explain:

• What does your software do? Which problem does it solve?

• Which kinds of companies benefit from using your software?

• What are your software’s unique selling points?

Tip 4: Use videos

Some software functions are easier to explain with images than with words. You can also build trust as an SaaS provider if you show the people behind your product. That’s why tutorial videos can help you generate more leads than a conventional FAQ section.

Tip 5: Try out best practices for your SaaS landing page

Many SaaS providers now use cartoon-like illustrations and animated figures to get their message across. These are a refreshing change from stock photos of people using software at work. Simple, faceless illustrations are one of the best items you can add to your SaaS landing page. Check out the pros and cons below.

Tip 6: Test different versions of your SaaS web design

A/B testing helps you design B2B and SaaS sites that convert leads into actual customers. Test different versions of elements like these:

• Headlines

• CTAs

• Illustrations

• Arrangement of product selection

• Pricing models

After that, evaluate which version generates more leads. CTA buttons in particular can easily be tested in multiple designs. Think about aspects like:

• Button positioning

• Button size

• Text

• Colours

Tip 7: Offer software demos

The ‘try before you buy’ model has become standard procedure in the B2B SaaS space. If your page’s design has already enticed a visitor to stay on the page, a free demo may be just the thing to seal the deal. A free trial gives users a chance to experience the advantages of your software for themselves, and to answer questions like these:

• Is the program easy to implement?

• Is the software user-friendly?

• Do the features help the customer solve specific problems and make their job easier?

• Do you offer fast service if the customer runs into any problems?

Tip 8: Include testimonials

When you as an SaaS provider list the benefits of your software, that’s called marketing. But when you let your customers share their experiences with your software, you’re providing your leads with what’s known as ‘social proof’. Include customer reviews and testimonials on your SaaS landing page. This helps build trust among newcomers to your site, and it increases your chance of winning over new customers.