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The number of SaaS companies is growing quickly, and so is the competition in the market. SaaS is not a unique thing, so customers have a lot of options to choose from. That’s why it is crucial for SaaS companies to have a really catchy website which will impress their potential clients from first sight.

If the site fails to achieve this goal, users will start looking for another company, and your revenue will go to someone else. To avoid this, check our 6 awesome tips on how to design a SaaS website!

SaaS Website Design: 6 Tips on Being Really Cool

First of all, let’s quickly remind you what SaaS means. SaaS is an acronym for Software As A Service. In this case, the software is located on external servers, and access to it is usually provided on a subscription basis. With this model, there is no need to spend the budget on hardware acquisition and maintenance. Besides, users can enjoy easy access to the software (no installation required!), automatic updates, and many other benefits. That’s why SaaS is getting more and more popular — it has positives for both companies and users.

However, being a SaaS company can be very challenging due to the fierce competition and abstract nature of the product. Here are the most useful tips on dealing with SaaS web page design.

1. Define your target audience

It’s a crucial thing to do for any website, mobile application, or any other product, but we are still going to mention it. Defining the target audience is the first step to take, and the company may fail if you miss it.

It is important to identify your audience before starting work on web design for a SaaS company. The content and layout should meet the expectations of your audience. The site should be not only stylish but also helpful and convenient to use. To figure out more details about your target audience, pay attention to the following points:

  • What problem does your software solve? How can your potential customers benefit from your product?
  • At what stage of the buyer’s journey is your target audience?
  • Does your audience have any preferences? Are they looking for any special features?
  • Which offer format does your audience prefer? Free trial? Webinar? Something else? Keep in mind that free trial is among the most popular options, but it still has certain disadvantages. A free trial may not work if, for instance, your software is too complicated, and it is hard to use it without training, which is not included in the package.
  • What language do your potential users speak? We don’t mean English, Spanish, French or any other language — we are talking about the vocabulary of your audience. Users won’t appreciate the usage of complicated terms they are not familiar with — they will simply start looking for another SaaS website.

2. Show user interface (UI)

Adding pictures is great, but choose them carefully. You offer software, so show your potential users its user interface or UI. Pictures must be easy to find, so we recommend locating some of them right on the main page — they will persuade users to read more. And obviously, use only high-quality pictures. People won’t take your website seriously if the images are blurry.

3. Choose a catchy headline

In short, a headline is your offer described in a few words. Just like the mottos of the most popular brands, it should be short and clear. Complicated sentences are not allowed, no one will remember them!

And please, be creative. Your site won’t become very successful if the first line visible to users is something like “The best SaaS company ever”. We recommend you make up something more memorable! Some examples will be provided later, so you will be able to get some inspiration.

Here’s one more little tip related to headlines: when making up your headline, keep your target audience in mind. Imagine being them. Ready? Now think which headline would motivate you to stay at the website and discover more.

4. Call your users to action

CTA, or call to action, is a way to tell users what to do to achieve their (and your) goal. Some of them may simply have no idea what to do without a CTA after exploring the website. So make their lives easier — tell them where to click.

CTA should be even shorter than a headline — we advise that you use no more than 5 words. Choose them carefully! You can always go for something like “Download a free trial”, but “Get a free trial” sounds better. We would even prefer “Get my free trial”, as using first-person phrasing can increase a click-through rate by up to 90%! If you are not working on a landing page but on a website, make sure to place CTA on every suitable page

5. Make navigation convenient

A convenient navigation bar is an absolute must — otherwise, your potential users may simply get lost and feel confused. As a result, they will download someone else’s a free trial, not yours. There are a lot of ways to design a navigation bar. You can make it fixed, non-sticky, vertical, horizontal, etc. The final choice is up to you, but we are still going to give you several universal recommendations:

  • If the bar contains not only text links but also some icons, it is essential to make sure that it will be clear to users what these icons mean. If you don’t do this, they will have to check every icon and probably waste their time. Obviously, this won’t make them happy.
  • If there are too many links to include, group them and use drop-down menus. Too many links and icons will turn your website into a confusing mess.
  • Add a search bar and some filters if applicable. This would be especially helpful if your site contains a lot of information, and the navigation bar is pretty full.

6. Pay attention to the website’s structure

A website full of text may be very informative, but extremely boring at the same time. Your potential users won’t read endless paragraphs of text — they may leave very quickly right after they see a site. To avoid this problem, add pictures of your software, videos, graphs, animations, etc. Even a set of facts can be designed in a catchy way, so be creative!

Apart from working on visual content and creating a responsive web design, SaaS companies usually use different headings, bullet points, and other things that help to make their texts more readable. Follow the same strategy! Colors also matter — we don’t think there are a lot of people in this world who appreciate a combination of white font and black background.

Best Website Design for SaaS: 5 Imaginative Examples

We talked a lot about diverse design features, but it is always better to illustrate words with some good examples. Here are the best SaaS web design ideas we found on the Internet.


SocialFlow provides social monetization and distribution for publishers, and its website looks great. Just take a look at their enterprise SaaS web design: several catchy headlines, links to their accounts on social networks, a convenient navigation bar, an attractive and short CTA (“Request a demo” sounds good), a form for subscription, etc. Their starting page is informative enough, but not boring. The colors and fonts are also attractive


Litmus looks more compact than the website of SocialFlow, but it has several nice headlines we would like to show you. The first one says “Litmus makes your email better”, and right next to it there is a CTA button. This headline is full of confidence, which is good! Besides, it perfectly reflects the mission of Litmus — creating perfect emails for subscribers.

The next headline is located at the bottom of the starting page. It’s also equipped with a CTA button which says “Never send a broken email again”. This sounds amazing to us. Additionally, there are 3 CTA buttons on the starting page, but they are wisely located. You can find them in different sections of the starting page, and at least one of them is always in sight.


“Design Better. Faster. Together” — that’s another cool headline, which motivates people to start using Invision, a digital product design platform. Moreover, one CTA buttons say “Get started — free forever!”. The navigation is convenient, and the design of the starting page is awesome. All the texts are very easy to read, and there are just enough pictures and animations. As we already said, Invision promotes itself as a digital product design platform, and their website is perfect proof of their expertise.


Adyen is an all-in-one payment platform, with a really good-looking website. The headline sounds great: “Accept payments everywhere”. The navigation is cool: the links at the top of the starting page have drop-down menus, so the page itself doesn’t look messy. A search bar is here too, just like the CTA buttons.


Greenhouse is a recruiting software, and its website looks exactly like a greenhouse. At the top of the starting page, there is a navigation bar with drop-down menus, which is convenient to use. “Request a demo” CTA button and reviews from existing users are here too. There are also some icons representing the most important links, but all of them have a short description, so it is clear what they stand for. Links to social networks and a form for subscribing are available as well.


Working on a SaaS web design can be challenging, as this process involves a lot of steps. You already know what we are talking about: defining the target audience and their preferences, working on a memorable headline, and so on.

You now know what things to pay attention to. We have also provided you with several SaaS website design ideas — our article offers enough sites for you to gain some inspiration. However, if you still have some questions or need help regarding the SaaS web page design, we would be happy to hear from you.