SaaS Web Design: 6 Tactics for Positioning Your Product to Potential Customers‍

You’ve probably experienced that frustration when you land on a website that’s confusing, cluttered, or just plain outdated. It doesn’t matter how great the product is – if the design doesn’t connect with you right away, it just begs you to click away.

Now, let’s say that your SaaS product is the best in its field. If your website isn’t pulling its weight, you’re leaving money on the table. In fact, research shows that 38% of users won’t engage with a site if they find the layout or content unappealing.

That’s why we’re here to help. In this article, we’re going to cover six practical methods to ensure your SaaS website is strategically designed to attract and convert potential customers.

If you’re ready to turn more visitors into loyal customers, let’s get started.

1. Create Use-Case-Specific Landing Pages

Potential customers come to your site with specific needs. If you can’t quickly show them how your product solves their unique problems, they’ll move on.

That’s why creating use-case-specific landing pages is such a powerful tactic. By tailoring content to the particular challenges and goals of different customer segments, you make it easier for visitors to see the value of your SaaS product, which in turn drives higher conversions.

Here’s how to create landing pages for specific use cases:

• Discover your key user personas and their primary use cases.

• For each one, create a dedicated landing page that speaks their language.

• Focus on the features and benefits that matter most to that particular group.

• Use headlines, copy, and visuals that resonate with their specific challenges and goals.

• Make sure your call to action (CTA) aligns with the use case. If you’re targeting small business owners, your CTA might be “Start streamlining your workflow today.” For enterprise clients, it could be “Schedule a demo for your team.”

• Optimize these pages for search engines. Use relevant keywords that your target audience is likely to search for when looking for solutions like yours.

A brand that nails this tactic is DialMyCalls, a mass text messaging service. They created tailored landing pages for each of their solutions.

Take their emergency SMS alerts service page , for example. Instead of lumping it in with their general mass texting offers, they’ve given it its own spotlight.

This dedicated page dives deep into what emergency SMS alerts are and how they can benefit users. It speaks directly to organizations that need rapid, reliable communication in critical situations.

By doing this, DialMyCalls ensures that visitors looking for this specific solution find exactly what they need, increasing the likelihood of conversion.

2. Make Bold Comparisons with Your Competitors

The SaaS market is quite crowded, so standing out is crucial. One way to do this is to directly compare yourself to your competitors.

By doing so, you show confidence in your product and make the decision-making process easier for potential customers. It’s all about transparency and helping users make informed choices.

Here’s how to do this right without coming off as aggressive or unprofessional:

• List out key features and how you stack up against competitors. Be honest – highlight where you excel and admit where others might have an edge.

• Dive deeper into the differences between your product and others in the market. Focus on use cases and how each solution tackles specific problems.

• Let your happy customers explain why they chose you over competitors. Real-world experiences can be incredibly powerful.

• Highlight your unique selling points: What do you offer that no one else does? Make these differences crystal clear.

Vidpros, an on-demand video editing platform, exemplifies this approach. They have a blog post on the best unlimited video editing solutions , where they explore the best options in their field.

Now, that might seem counterintuitive – why promote your competitors? But by including themselves in this roundup, Vidpros positions themselves as confident experts in their field. They’re not afraid to be compared because they know their strengths.

This post gives them a chance to spotlight their own offer and clearly show how they differ from the competition.

This approach also builds trust. Potential customers see Vidpros as a helpful resource, not just another company pushing their product. It shows they understand the market and are committed to helping clients find the best solution.

In the SaaS world, where trust and expertise are key, this bold comparison strategy can set you apart and attract customers who appreciate transparency and confidence.

3. Display Core Product Features Without Overwhelming Your Leads

When potential customers visit your SaaS website, they’re often looking for specific information about what your product can do for them. However, bombarding them with every single feature at once can be overwhelming and counterproductive.

Instead, focusing on displaying your core product features in a clear and concise manner is key. A well-designed user experience (UX) can significantly boost your website’s conversion rates – by up to 400%, in fact.

Here’s how to strike that perfect balance:

• Make a list of your product’s most important features – the ones that really set you apart.
  

• Present them in a clear, visually appealing way. Use icons, short descriptions, and maybe even micro-interactions to make the information digestible.

• Consider using progressive disclosure. This means revealing information gradually as the user engages with your site.

• You can also use visual hierarchy. Make your most important features stand out with larger text, bolder colors, or prime positioning on the page. This guides your lead’s eye to what matters most.
  

• Implement white space. It’s tempting to cram in as much info as possible, but breathing room helps prevent cognitive overload and makes your content more appealing.
  

Rosie, an answering service powered by AI , is an expert in UX. On their homepage, they’ve got a section that walks users through creating their phone agent.

This section uses collapsible fields to present detailed information without cluttering the page. Each step of the process is beautifully illustrated with visuals that clearly depict what’s happening.

It’s comprehensive but clean, giving users all the info they need without overwhelming them.

This way, visitors can easily grasp the offer’s core features and value proposition without feeling lost or confused.

This is a perfect example of how to showcase your SaaS product’s capabilities in a user-friendly way.

4. Show Your Product in Action Immediately

Potential customers want to know right away what your product can do for them. And there’s no better way to do that than by putting your product front and center.

This is effective because people process images much faster than text. Seeing a product in action can create an immediate emotional connection. It helps visitors quickly understand what you’re offering and imagine themselves using it.

Here’s how to show your product in action:

• While explainer videos are great, they often require extra clicks and headphones. Instead, consider using animations or interactive demos right on your homepage.

• Try creating a looping animation that cycles through your main features.

• Use an interactive demo that lets visitors click around and explore.

• Make it effortless for visitors to see your product’s value proposition within seconds of landing on your page.

• Keep it simple and focused. Don’t try to show everything – highlight the features that set you apart and solve your customers’ main pain points.

Aura, a repricing software for Amazon sellers , is a perfect example of showing the product in action immediately.

As soon as you land on their site, you’re greeted with a smart animation showcasing their software’s user dashboard. This animation loops through different features, demonstrating how easy they are to use.

What makes this so effective is its immediacy and simplicity. Visitors don’t need to read a wall of text or watch a lengthy video – they can see at a glance what Aura does and how it works. The animation shows real screens from the software, giving potential customers a true feel for the product.

In the competitive world of SaaS, this type of immediate demonstration can be the difference between a bounce and a conversion.

5. Craft a Detailed Pricing Page

Your pricing page is one of the most essential sections of your SaaS website. It’s where potential customers make the decision to move forward with your product or keep looking elsewhere.

A well-crafted pricing page that clearly outlines what customers will get for their money is effective because it removes ambiguity, builds trust, and helps prospects understand the value of each pricing tier.

When done right, this page can significantly boost conversions by guiding visitors to the plan that best fits their needs.

Here’s how to create an effective pricing page:

• Organize your pricing options in a way that’s easy to compare. A side-by-side comparison table is often the best approach, as it allows users to quickly see the differences between each plan.
  

• Clearly outline the features, benefits, and limitations of each tier so that prospects know exactly what they’re getting.

• Use straightforward language and avoid jargon that might confuse or overwhelm visitors.

• Be upfront about costs, including any additional fees or terms, to avoid surprises later on.

• Consider highlighting your most popular or recommended plan to guide users toward the option that offers the best value.

• You can also include testimonials, case studies, or brief descriptions of how different customer segments typically use each tier.

A standout example of this strategy is Gusto, a provider of HR and payroll solutions. Their pricing page features a clean, easy-to-navigate table that presents their three pricing tiers side by side.

Each tier is clearly labeled with the corresponding price, features, and benefits, allowing prospects to quickly understand what they’ll get with each plan.

By laying out the options in such a clear and detailed manner, Gusto helps potential customers make informed decisions while also showcasing the full range of what their product has to offer.

6. Highlight Your Free Trial with a Strong CTA

Offering a free trial is one of the most effective ways to let potential customers experience your SaaS product firsthand. It allows them to explore your service, see the benefits, and get comfortable with the interface before committing to a purchase.

But to maximize the impact of your free trial, you need to pair it with a strong, personalized CTA. Research shows that personalized CTAs perform 202% better than generic ones, making them a powerful tool in driving sign-ups and conversions.

Here’s how to emphasize your free trial offer:

• Make sure your free trial is front and center on your homepage.

• Use a bold, attention-grabbing CTA that clearly communicates the value of signing up.

• The wording should be straightforward – phrases like “Get Started for Free” or “Try It Free” work well.

• Consider tailoring the CTA based on user behavior or demographics if your site allows for it. For instance, returning visitors might see a CTA that says, “Continue Your Free Trial,” creating a sense of continuity and encouraging them to pick up where they left off.

• Ensure that the sign-up process for the free trial is as simple and frictionless as possible.

• Reinforce the benefits of the trial by briefly mentioning what users can achieve during their free period.

A great example of this tactic is Airtable, an app-building platform. As soon as you land on their website, you’re greeted with a prominent CTA in the header that says “Sign up for free.”

Airtable doesn’t bury the offer in the fine print or hide it behind multiple clicks. They make it clear and easy to access right from the start.

This bold, straightforward approach attracts attention and encourages visitors to dive right in and explore the offer without hesitation.

Final Thoughts

By implementing these tactics, you’ll be enhancing your web design and positioning your product to resonate with the right customers.

The steps you take today to refine your web presence could be the difference between blending in and standing out.

So, as you refine your strategy, ask yourself: Is your SaaS site truly showcasing your product’s full potential? Answer this honestly to discover what your next move should be.