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8 Must-have components for a SaaS website

Whether you want to build a SaaS site, an app landing page, a startup presentation or an IoT product pre-launch site, there are a few key elements to consider when you structure and publish your new website. Here’s what we recommend!

Corina Stirbu
Oct 4, 2019 · 7 min read

Wolfpack Digital loves simplicity: you hand your idea and goal to the team, and we transform it into a ready-to-run business and amazing digital product: be it a mobile app, web app, SaaS, or enterprise product.
Hence, a brand new site that converts for these products is just part of our responsibility at the end of the day (mainly because we know the entire product goal, features, scalability, and brand guidelines).

And we also like to share. So, while we cannot share with you the scalable and clean code of all the apps that we work on, we’ve broken our knowledge about website development for SaaS products into 8 categories (or steps)👇

Here’s how to build a SaaS site that converts in 8 simple steps

📊 Data-driven approach

The go-to method to build a website is to add all the information. While the data-driven approach is quite the opposite: start with a minimalist website, and measure your visitors’ response.

Expected Results:

  • Being data-driven takes less time, and it is more efficient than debating whether a specific change is worth trying. It is faster than waiting for every element to be perfect before launch.
    Spoiler alert: while we love pixel-perfect design, as an entrepreneur there is always something to improve.
  • Cost-efficiency, as you can work on a retainer model and pay for a simple and straightforward site upfront (and all the changes later, if needed).
  • A successful site, of course! If you track your SaaS site and product and make the changes based on data, you can easily measure your success or quickly adjust what is not going as expected. Just make sure to use the right analytics tools for your SaaS.

🧐 Clean core-offer and customer understanding

There is an overwhelming amount of websites that won’t mention what the product is and who is it for. When someone looks on a site, they want to identify the answer to their problem. To see that you, as a provider, understand their needs and have a solution.

Expected results:

  • Have a clean title and sub-title with the answer to these 2 questions: what is this SaaS about? Is it for me? So, the first thing to see on the website will be exactly what the visitor is looking for.
    And no, do not try to answer with a one-product-fits-all type of text. Be specific and target a single type of user (or a separate category) and not half of the globe.
  • If a title and sub-title aren’t enough to cover your strong offer, you can just drop a few bullet points (or whatever design element makes you happy) with valuable insights about you and how can you help the potential customers. No more than 3, though.

🔝 Add your value proposition above the fold

Most website visitors will only look to your site at first glance — which is usually the upper side of your site and less than 30% of your entire content. Sad, we know. But there are zillions of websites out there, and you have to be fast and catchy to get attention.

So make sure to place your offer and value proposition above the fold.

Extra tip: Looking across multiple SaaS sites you will see there is a clear trend towards green, orange, and blue buttons. But you can get more creative, just make sure to be data-driven and see if your creativity converts as well.
Make sure you call your visitor to do a specific action: contact you, request a free demo, a free call, etc.

Expected results:

  • The chances to convert your visitor to a customer will be way higher
  • People do not have to wrap their head around your site to dive into your product or to understand why you are so valuable

📲Show off your product and pricing💰

Drop a few images or a video with your product. Or an interactive mock-up, so visitors can get a sneak peek of your SaaS.

Once the visitor got a byte of your product and it feels tasty enough to start using it, they will always want to know the price.
Do not make a maze out of your price, and help your customers understand your value and offer.

🙌You are halfway through! 🙌
Let’s check an example from one of our fav SaaS out there and see how it covers these 4 elements for a successful SaaS Site

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Slack’s homepage

👥 Build Trust through social proof & testimonials

Let’s face it: we check the reviews for movies, restaurants, books, and apps all the time. Your SaaS product will be no exception.

Your visitors will want to know more about you from other people as well. So, make sure to add a few testimonials on your site. And use real people’s faces! No, really.
If you check out most of SaaS sites (or at least 50%), use illustrations or designed avatars to showcase the testimonials. But, at the end of the day, we (and you) work with real people. So, why not use real people’s faces too?

Expected results:

  • Build social proof and use everything for multiple marketing activities
  • When people look at reviews to find information about your products or services, they search for the opinion of their peers, for people who they can relate to. Adding real people to your site will make other people feel more confident about your product. And, regardless of your industry, according to Qualtrics.com, approximately 90% of potential clients will look for testimonials and reviews before spending a considerable amount of money.

💳 Make payments easy for clients

Adapt your payment process to your ideal customer and simplify the navigation as much as possible (do you really need to know the zip code?).

If your visitor decided to buy your product, make sure to make a friendly plan selection, clean checkout that offers the ability to pay with more than a tool (e.g., promo codes, major credit and debit cards and/or mobile payments). — If your visitors want to pay using crypto or any other tool, of course, you can implement it from the very beginning, but we recommend you to wait and see if there is really a request for that (or if it suits your SaaS, first of all) and then add it to the payment process.

Expected result:

  • Higher and faster conversion rates and sales
  • People just stopped over to hand you their credit card, do not add a wall or an obstacle race before the final check out. People might change their mind on the way because they are not comfortable with all the required info or the limits of your payment methods (e.g., just a PayPal button won’t help much on the long run)

💬 Talk to your clients via chat

We are living chatty times.
People snap, write captions, and text more than never.
Make it easy for them to drop you a line for any question and make sure to answer back in a timely fashion.

Expected Result: This will increase your chance to convert as the potential customer will trust you more and not feel neglected.

👉 Create a Post-sign-up experience and a useful Onboarding checklist

We would dare to say that this is one of the most over-looked elements amongst SaaS and digital products. This is what will keep your buyer and actual loyal customer.

Make a great first impression!
Say hello and inform the customer about your product: what you do, key features, a couple of links to make the most out of your SaaS, provide a help action and inform them about the purchase as clearly as possible.

This person just signed up: make sure you are welcoming, but not spammy. Informative, but not overwhelming. There is a thin line there, but with a good team, you can definitely find a balance.

Expected result:
A healthy relationship and communication with your customer and loyalty! This step can be translated into a nice number for your CLV (customer lifetime value). Please remember that simplicity isn’t just about a low number of screens and/or clicks, but about helping users get as much value as possible with less effort. In this case, a simple onboarding and post-sign-up experience makes the next steps crystal clear (e.g., find the right info at the right time, get support quickly and continue to use your product)

🙌 Almost done! 🙌
Here’s another simple example from another great SaaS

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Hubspot’s product landing page

More unrequested advice on how to make a successful SaaS site

  • Use light designs and easy to read & understand design elements, fonts, colors and words
  • Make your website mobile-friendly. We live in a mobile world — really! according to statista, mobile internet traffic has a 47.96% share of total global online traffic
  • Add support & contact details (or form)
  • Localization. If you have customers from multiple countries (or you aim for that), consider the localization of your site and SaaS. Even though most countries speak English very well, there are some cultural differences, and sometimes people feel more comfortable if they read in their native language.
    You can start with a single language based on your most active users or the long term customers.

Wolfpack Digital

Stories, insights and ideas to help you build powerful web…

Corina Stirbu

Written by

Working with tech products that always have a cause and solve a problem | Data-Driven Marketer • Strategist • Product & Startup Enthusiast • Occasional Speaker

Wolfpack Digital

Stories, insights and ideas to help you build powerful web and mobile apps.

Corina Stirbu

Written by

Working with tech products that always have a cause and solve a problem | Data-Driven Marketer • Strategist • Product & Startup Enthusiast • Occasional Speaker

Wolfpack Digital

Stories, insights and ideas to help you build powerful web and mobile apps.

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