SaaS Website Design Essentials: Creating User-Centric Pages

Written by: Elena Daskalova
Aug / 31 / 2023

SaaS websites are all about the greatest user experience. A well-designed and intuitive SaaS site ensures every visitor can find the content according to their awareness stage and individual interests. But, have you ever asked if all SaaS websites follow the same template, or are there any unique web design aspects you need to be aware of? 

The truth is, the SaaS website design is equally important as the content on the website and all the SEO strategies we implement. And surely, every page on a SaaS site is part of a unique buyer journey. A great UI/UX doesn’t only mean you need to use the appropriate colors and typography but make the whole page concise, elegant, and intuitive. 

So, let’s focus now on the B2B SaaS website design aspect and discover what are the elements you must focus on:

What are the Components of Simple SaaS Website Design?

The word “simple” is not the most appropriate when describing a SaaS website since even the simplest one has numerous useful pages. But when it comes to effective design, several components must be considered, including:

  • Clean and Intuitive Navigation – The menu must be easy to understand so the visitors can quickly find what information they need. 
  • Minimalist Layout – There is no need for complex designs and elements, while clean lines and a limited color palette make the SaaS website more effective.
  • Compelling Headlines and Messaging – Start an immediate communication with the visitors as you communicate the product’s value proposition. 
  • High-Quality Visual Elements – Use quality images and graphics to improve the overall user experience. 
  • Clear CTA (Call-to-Action) Buttons – Place these buttons strategically so you can guide the visitors toward desired actions. 
  • Product/Service Pages – Provide in-depth information about features, benefits, use cases, pricing, etc.
  • Social Proof – Testimonials and reviews can build trust and credibility, so it’s important to show them on the website.
  • Transparent Contact Details – Make it easy for the website visitors to get in touch with you.

So, the simple layout already has quite a few elements you must integrate into your SaaS website. The question is, how complex should the design be, and how to make every page useful?

What are SaaS Most Important Pages?

For SaaS, there is no one template to fit it all. Different SaaS products require different designer approaches, even though, in general, there are homepages, product pages, and sales/pricing pages for every SaaS. 

So, at this point, we’ll share some insights, based on our experience with SaaS website design and best practices for specific pages:

Crafting an Effective Product/Service Page

Product/service pages are essential elements of every SaaS website. This is the place where customers learn what your product is about and what solutions you offer to them. That means you need to focus on these design considerations:

  • Visual Appeal – Make the page visually appealing. Avoid cluttered layouts and keep things clean and simple. Use quality, high-resolution images and incorporate videos where possible. 
  • Typography – Choose easy-to-read fonts for both mobile and desktop designs. Be consistent and use the same typography across the pages. 
  • Information Hierarchy – Organize the information hierarchically, highlighting the most important details and features so the content is skimmable for the reader. Maintain a cohesive design so visitors can easily spot the important information. 
  • Highlight the Unique Selling Points – Use the design to highlight the unique selling points, i.e., why and how this product/service resolves specific issues and pains. 
  • Responsive Design – The responsiveness applies to the whole website, not only product/service pages. Make sure you provide a smooth experience through various devices. 
  • Clear Calls-to-Action – These buttons must be visible, attractive, and inviting. Make sure you match them with the color palette but still stand out.

Showcasing Success with Case Study Pages

Case studies are the best way to showcase your expertise and how other clients use your product or service. When it comes to B2B SaaS website design essentials, crafting an effective case study page involves a strategic approach first, like:

  • Visual Storytelling – Visual elements make the case study more appealing, and the visitors can easily translate the words and data into something they can easily understand. Make sure the visuals are appealing, relevant, and blend well with the narrative. 
  • Structured Layout – Manage the case studies effectively so the reader can choose the one they want to focus on. Use subheadings and internal linking to make it easy to navigate. 
  • Create a Contrast – Use side-by-side comparisons of how it was and how it goes now in your case studies to make it more attractive for the website visitors. 
  • Client Branding – Where possible, use the client branding in the case study pages. That way, you highlight the authenticity and help the visitors recognize the quality. 
  • Data Visualization – Visualize the important data using charts, graphs, and tables to make it more engaging and visually appealing. 

Navigating Use Case Pages for Clarity

B2B SaaS use case pages demonstrate how the SaaS product/solution can be applied in real-world scenarios. This is an important page, and many eventual conversions will happen here. So, you don’t want to miss them just because the page is not visually well-designed. 

Here’s what you need to do:

  • Structure the Information Clearly – While the copy contains all the needed information regarding the SaaS product, the design must follow structure and hierarchy so visitors can skim the content and find a logical flow of the relevant information. 
  • Visual Storytelling – Sometimes, a nice visual element tells a lot more than explaining in hundreds of words. Make sure the charts, diagrams, and videos show how your SaaS solution is used in different scenarios. Additionally, maintain visual consistency across use case pages for a professional SaaS website design and looks. 
  • Interactive Elements – Incorporate interactive elements, if possible, like clickable prototypes or embedded videos, to provide a first-hand experience. 
  • Case Study Integration – If applicable, link the relevant case studies for more insights and specific use cases so the visitors can understand how the product works. 
  • Add Client Logos – Enrich this page by adding client logos or branding, especially if associated with the use case. 

Crafting an Engaging ‘About Us’ Page

The ‘About Us’ page is the one you don’t need to make it perfectly in design, but it still must address the specific things that make your SaaS product and team behind it relevant to the reader. 

Keep in mind that the ‘About Us’ page may not bring traffic to the website, but it’s surely important for the buyer’s journey. According to that, you need to pay attention to:

  • Visual Storytelling – Use this approach to navigate the reader through the company’s journey, culture, and value. Add photos from the team members, office, or headquarters to humanize the company and your brand. 
  • Typography and Layout – While you need to keep things simple, you also must make the ‘About Us’ page appealing and easy to read. 
  • Team Spotlight – Make sure you dedicate a section to your team to explain their expertise and contribution. 
  • Visual Branding – The ‘About Us’ page must contain your visual branding elements, but make sure not to overwhelm the visitors with too many colors and images.
  • Client-Centric Approach – Instead of talking about your company, make sure you emphasize the helpfulness and usefulness of your SaaS product through examples, case studies, testimonials, and first-person communication.

Designing an Engaging Homepage to Captivate First Impressions

As we talk about many SaaS website pages, we shouldn’t forget about the digital storefront – your homepage. To create an effective and engaging homepage, you need to combine a great copy with aesthetics to enhance the user experience. 

  • Visual Impact – The visual design of your homepage is essential, as it serves as an entrance to the SaaS product and features. Pay attention to the brand’s identity, but also the values. 
  • Clear Navigation – The homepage must navigate the visitors through the menu. So, keep it highly organized for an even better website experience. 
  • Visual Consistency – Just like the other pages, the homepage must follow the best SaaS web design practices and stay consistent with the brand’s visual identity. 
  • Call-to-Action – You can implement a few CTAs on the homepage, guiding the visitors to the pages you want them to see and take action. 
  • Engaging Content Blocks – The visual blocks make the content easier to spot and read. You can even make them interactive, if possible. Use icons, graphics, or images to illustrate key points for your SaaS solution.
  • Interactive Elements – If you can add sliders and animated infographics, you are already engaging the website visitors, making them aware of your SaaS product/solution.

Harnessing the Power of Testimonials Pages

Testimonials are important, so make sure you represent them the way they deserve. You can dedicate sections and/or pages within your SaaS website design. So, here’s what you need to do:

  • Create Testimonial Layout – Make sure you organize the testimonials in a clean and well-structured layout. Add client’s logos or even photos to make it visually relevant. 
  • Quotation Styling – The testimonials, or the testimonial excerpts, must be different from the regular text to stand out and draw attention.
  • Trust Symbols – Consider adding ratings, awards, and important reviews on the testimonial page. 
  • Choose Carousel or Slider – Make this page interactive by using a carousel or slider so visitors can see a variety of testimonials and feedback. 

Booking Conversions with ‘Book a Demo/Free Consultation’ Pages

Most SaaS websites have visible CTAs to book a demo or a free consultation. The CTA gets the visitor to the appropriate page or contact form, encouraging them to sign up and become leads. 

  • Form Design – Make the booking form clean and concise so the user can easily register or sign up for a demo, consultation, or free trial. 
  • Clear Benefits – Highlight the benefits with different colors or in a separate section to remind the prospects what they’re signing up for. 
  • Incorporate Brand Visuals – Don’t let the prospects and visitors forget what they’re signing up for. Use the logo and company’s name in the contact design. 
  • Confirmation Page – It’s great to incorporate a confirmation page that tells the prospects you’re here for them if they need additional guidance. 

Mobile Responsiveness: A User-Centric Imperative

You probably know that most SaaS website designs are mobile responsive, so you need to do the same for yours, too. There are a few simple design principles you need to follow, like:

  • Responsive layout that adapts to different screen sizes.
  • Mobile navigation, i.e., collapsible menus and clear navigation patterns. 
  • Touch-Friendly Elements to increase engagement and interactions. 
  • Content prioritization, because the screen is smaller and you need to focus on what’s really important. 

At this point, mobile responsiveness is not just a design thing but also a user experience imperative. Don’t miss on the opportunities just because you think SaaS products don’t work well on mobile devices. The truth is, they should do it!

Practical SaaS Website Design Tips

Creating an effective SaaS website is more than just putting together the elements and pages we mentioned earlier in this article. You also must think about a few additional things that improve the overall experience, like:

  • Understand Your Audience – Follow their preferences when it comes to both content forms and design elements for a more pleasant experience.
  • Prioritize Loading Speed – Make sure the design elements don’t ruin the website’s loading speed. 
  • Streamlined Forms – All sign-up and contact forms must be concise, so don’t push the prospects away by asking too many questions or requesting information that is not important for the process. The name and email are enough at this point. 
  • A/B Testing – Test different design elements to identify what resonates most with your audience. 
  • Consistent Branding – Every SaaS website page must stay true to the branding, including color schemes, typography, and brand tone. 
  • SEO – SEO is an optimal way to optimize your website to rank higher on search engines by investing in relevant content and consistent meta details optimization. 
  • Scalability – If you plan on growing, prepare how to accommodate the new additions and features so the website can handle the increased traffic.

Conclusion on Effective Website Design for SaaS

The art of designing a user-centric website is the core value for SaaS companies. Such a website can help you engage the audience, guide the prospects, and nurture the leads. And no matter how quality the content and SEO strategies are, without a clean and concise design, the visitors may not recognize the real value of your product.

That’s why we often say that website design and development go together with content marketing and SEO for SaaS. That’s the only way to get a website that matches the buyer’s journey, answers user questions, ranks well online, and keeps the users engaged and interested in your offers. 

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.