Top 5 SaaS Homepage Design & Copy Examples (Copywriter Approved!)

Building a website for your SaaS takes a lot of work. From finding out which pages to have to figuring out how to lay out your website, it can be daunting to say the least.

But sometimes, a little inspiration can point you in the right direction.

To help SaaS founders and marketers like you, I’ve compiled a list of the best SaaS homepages — not just in terms of design, but copy and user experience as well.

In this post, you’ll get links, screenshots, and the pros and cons of the most polished SaaS homepages from around the web. But before we do that, let’s see what makes a homepage really shine.

What makes a great SaaS homepage?

While no homepage is perfect, here are some things the best ones do to maximize its potential.

1. It clearly explains and shows what the product does and who it’s for.
Most website visitors decide to stay or leave your website within 8 seconds. That means it has to assure visitors they’re in the right place by showing what your product does and who it’s for.

The most effective way to capture their attention is by having a targeted headline and sub-headline with an accompanying hero shot or demo video at the top of your home page.

2. It explains and visually shows how your product works.
The next most important thing to do is to briefly sum up how your product works. This is especially important if your product is new to the market or functions differently from competing products.

You can do this by briefly explaining how your SaaS works and boosting its effectiveness with an accompanying screenshot, screencast animation, or video. Trello does an amazing job at this (I’ll talk more about this below).

3. It highlights your product’s main selling points and shows how it’s better or different.
Your homepage is the best place to highlight your product’s main features and benefits. Not only that, it’s the ideal place to show what makes it different or better from competing products.

You see, the majority of your website visitors are comparison shopping. They want to know what makes your SaaS different from the ten other products they just checked out.

If you don’t tell them this on your homepage, chances are most people won’t take the time to figure it out.

The homepage is your elevator pitch to customers. Make sure you catch their interest with the features and benefits that matter to them.

4. It guides visitors to other pages on your website.
Apart from being an elevator pitch, your homepage should guide visitors to other important pages on your website. If they want to learn more about your product’s features, it should direct people to your features page. If they want to learn more about pricing, integrations, or case studies, it should refer them to these respective pages.

If your company has multiple products, the home page should guide people to the product page they’re trying to find. A website that does this well is Hubspot (more on this below).

5. It emphasizes one main call-to-action (CTA).
While your homepage should be the stepping stone to other pages on your website, it should still emphasize one main call-to-action (and de-emphasize the rest).

For most SaaS websites, the main CTA is usually signing up for a free trial or subscribing to a pricing plan. Whatever the case, this should be emphasized by making your CTA button or form stand out in color, messaging, size, and placement.

A really effective method Basecamp uses is floating sign up forms. Learn more about Basecamp’s CTA strategy here if you’re interested.

6. The copy resonates with your audience.
​No matter how great your copy sounds, your website won’t sell if it doesn’t resonate with your audience. The ONLY way to get copy that resonates with them is to conduct market and voice of customer research.

Market research to figure out what’s lacking in your competitors products (that maybe you do better). And voice of customer research to figure out what your customers’ hesitations, motivations, and worries really are.

7. It utilizes personal and specific social proof.
When you’re using social proof on your website, you gotta be strategic. Not only about where you place it, but how you present it.
If not, your social proof won’t really influence buyers. As more and more SaaS websites use social proof, it’s more important than ever to present them at the right time and make them specific or personal to have a meaningful effect.

8. Overall, it has good design & user experience.
People associate good website design with the quality of a product or company. For example, Apple presents its already beautiful products on a website designed to exude quality and sophistication.

While landing page templates have made it easier than ever to make mobile responsive websites, how you employ colors, images, fonts, whitespace, and navigation can really make a difference in how visitors perceive your product.

Now that we’ve covered some factors that make a quality homepage, let’s see some real live examples.

Top 5 SaaS Homepage Design & Copy Examples

1. Campaign Monitor

View website or screenshot

What they do well:

  • This homepage does a phenomenal job of helping people visualize the product in action. Interactive visuals complemented by clear and succinct copy make this homepage pleasurable yet convincing to users. Notice how they use looping videos, sliders, and animations to show their product in action or to highlight specific features and benefits. These visuals are then accompanied by clear and compelling copy — above and below it.
  • It has just the right amount of specific and personal social proof. By making their social proof specific like “Loved by over 2 million people at 150,000 businesses around the world,” their claims become more credibly and trustworthy. As personal social proof, they have a testimonial video from one of their clients and tweets they’ve recieved from customers. Seeing real customers talk about the product in a video or in a tweet make these claims more believable.
  • It emphasizes one main call-to-action. Notice how every green button on the page leads to one thing: to sign up for the free trial. The color green not only stands out from the rest of the page, but makes it clear that this is what visitors should click on. The other two buttons are white (and blend in with the website design). By doing so, they purposely de-emphasize the testimonial video and e-mail template page.
  • They have great overall design. Their use of white space, top-notch copy and visuals, combined with a modern color scheme make the product and company look professional and sophisticated.

What they can do better:

  • ​Increase body font size and thickness. Their body font size is surprisingly small (probably around 10–12 px font). People who have trouble reading small text or are viewing the page on a small screen may find this frustrating. This may make people leave your website and thereby harm your conversion rates. They should definitely improve readability by increasing font size and thickness for better contrast with the background.

2. ​Freshbooks

View website or screenshot

What they do well:

  • It highlights one main call to action. Like Campaign Monitor, Freshbooks makes every free trial sign up button and form green. Every other link is de-emphasized by making them hyperlinks.
  • It guides people to other pages on their website. In the highly competitive accounting software market, customers are comparison shopping for specific features and benefits. Freshbooks makes this task easier for visitors by highlighting the most important features and benefits under 5 different tabs. For those wanting to learn more about a specific feature category, there are links to each respective page.
  • It has personal and specific social proof. From five star app store ratings to quotes from popular industry publications like Forbes, Freshbooks does a good job of making their product look credible. Also, the photo of their customer support team at the bottom gives a very warm and personal touch to the page.
  • Overall, Freshbooks’ homepage has great website design — just like Campaign Monitor.

What they can do better:

  • Nothing I can point out! :)

3. Trello

View website or screenshot

What they do well:

  • ​​It clearly explains and shows what the product is, who it’s for, and how it works. Trello works a bit differently than other project management systems. That’s why they start with a huge screenshot of a Trello board and uses copy to explain how it works and how to use it. It’s a great elevator pitch that highlights the key features and benefits, with just enough information to get people to sign up.
  • They emphasize one main call-to-action. Like the other two websites, Trello makes every free-trial sign up button big and green (while de-emphasizing the rest). Not only that, they removed the navigation menu at the top of the page to gently force people to learn about the product before checking out the pricing page.
  • It guides people to other pages on their website. While giving this elevator pitch, they also have links and buttons to their product tour or business class pages for premium users. These links are there for those who want to learn more while still emphasizing the main call-to-action by making sign up buttons big and green.
  • It shows what makes Trello different or better than competing products. They take a stab at other project management softwares that may overwhelm users with unused features or a clunky interface. Then, they position Trello as an alternative solution that’s “simple on the surface” yet loaded with powerful features and upgrades (if you’d like).

What they can do better:

  • ​​More personal social proof. While the homepage does a great job of selling and explaining the product in a friendly way, it lacks the personal aspect that the other two pages had. Some testimonials from the types of customers they’re trying to target and information about their support team would have been a wonderful addition.

4. Earth Class Mail

View website or screenshot

What they do well:

  • ​​It clearly explains and shows what the product is, who it’s for, and how it works. The demo video does a wonderful job of explaining how the service works and its key features and benefits. On top of that, their copy is amazingly clear and succinct — making it easy for anyone to understand the product and sign up to a subscription plan.
  • It emphasizes one main call-to-action. Like the other examples, all the green buttons are sign up buttons. They really stand out from the rest of the website — making it dead obvious that this is the next step to take.
  • It has a powerful form of personal social proof. An endorsement from Tim Ferris, the well-known author of the 4-Hour Workweek is highlighted right after the demo video. Known as an expert of productivity, this endorsement is powerful to say the least.

What they can do better:

  • Make their company logo social proof more specific. While the endorsement from Tim Ferris was powerful, they list random company logos without any accompanying text. Without any context, these logos are essentially meaningless. They can make this claim more powerful by mentioning what these logos are there for. Read my article on SaaS company logos to learn how to do this.

5. Hubspot

View website or screenshot

What they do well:

  • It guides people to other pages on their website. Unlike the other companies we’ve discussed, Hubspot has three different products and a robust inbound marketing community. As a result, the homepage acts more like a receptionist guiding people to different pages on their website. They do this by having a name, description, and button for each product or page at the top of the page.

What they can do better:

  • Simplify the homepage. While this is a great example of a multi-purpose homepage, there’s a lot going on the bottom half. If all the videos, testimonials, and links to articles and tools were organized a bit better, the page would be easier to digest.

So what do you think?

Do you agree or disagree with my examples? Or do you know any other SaaS homepages that should make this list?

Let me know in the comments below!

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About Alex Lee

Alex is a copywriter who writes websites that sell and convert for SaaS and software companies. He does this by conducting in-depth market and voice of customer research. Work with him, learn more about him, or follow him on Twitter for the latest SaaS articles.