B2B SaaS Website Best Practices: Everything You Should Know in 2023

If we ask you point blank, what is the one thing that makes a website stand out of the rest?

Well, most of you would say “the design”, some would go with “content”, while the rest might find aspects like speed and positioning of the website as non-negotiable.

In 2022, the global SaaS market reached over $261.15 billion.

With a growth expectation of 214% by the end of this decade.

Taking the market evaluation to a staggering $819.23 billion.  👀

But amid all these fancy growth charts, lie founders, marketers and designers like yourself who are hustling round the clock to figure the best possible outcome for their SaaS websites.

At EPYC, we love it when we come across passionate SaaS founders looking to build a solid website for their services.

Over the years we have helped platforms like NovaBenefits, Docusumo and Nektar.ai turn heads through their compelling websites.

With so much back and forth in the SaaS space, specially with websites; how they should be, how they should look like or function.

We thought, why not share our piece of expertise with all you hustlers out there.

Hence, if you are a founder, a marketer, a designer or someone just curious about how a compelling SaaS website is put together. This post will assist you in all aspects!

1. We have to say this; Choose No-Code!

When you are creating a website for your SaaS platform it is for one sole purpose; to act as your marketing front that is quick. 🥷

Being a no-code development agency ourselves, we run across several SaaS founders entangled in the complexities of building hi-tech websites traditionally.

Our advice? Well, just close your eyes and choose no-code!

In comparison to traditional websites, platforms like Webflow or WordPress can be lifesavers when you are trying to build an effective SaaS website, why?

Both the platforms offer:

1. User-friendly interfaces.
2. Speedy web development
3. Flexibility for showcasing unique features.

They are SEO-friendly (a big thumbs up), ensuring improved online visibility, and offer responsive designs for optimal mobile experiences.

Incremental changes are faster with these platforms, making them scalable, therefore, allowing you to grow and adapt your websites over time “with ease”.

In case of any challenge or anomaly, their active user communities provide access to support and ample resources.

And, if you are a startup or a smaller SaaS firm, each of these platforms would fit right within your budget. 💰

Plus, their focus on security safeguards user data, while their robust content management capabilities facilitate easy content creation and updates, making them ideal choices.

Ideally a SaaS website should be handled by the marketers or GTM members. Which is only possible if you opt for a solution friendly to the non-tech

2. Position your product right

Positioning is all about carving out a special spot for your brand or product in the minds of your target audience. The goal?

To shape how people see you, so you can get a leg up on the competition.

When you nail your positioning strategy, you're not just making people aware of your brand—you're convincing them to actually buy from you.

The tricky part is that positioning can be pretty subtle, so you often notice it best when you look at it from a customer's point of view.

Remember this folks: To nail the positioning of your SaaS website you need to understand the concept of Association and Dissociation!

What do we mean by this?

Look at how Webflow has tried to associate with its user base over time:

The first stage

The second iteration

Vs. what we see now

They evolved to “Build with the power of code - without writing any” (A beautifully positioned product, that associates with the end users intent “which is to build a website” and disassociate from rest by adding “ without writing code”)

Some of our favourite products who are acing the positioning game;

Toptal.com

“Hire the Top 3% of Freelance Talent” - The first thing you see on their website, you don’t even need a scroll to understand what Toptal is about.

That’s how you out-position your competitors. 🧠

Beehiiv.com

“The Newsletter Platform Built For Growth” - A message that satisfies the user’s query and intent.

Beehiive’s positioning is definitely out of the box.

The best way to make your user understand your offerings in a glimpse is to answer these questions:

Who Is the Target Audience?

Understanding who you're selling to helps tailor your message and choose the right channels.

What Makes the Product Unique?

Identify the key features or benefits that set your product apart from competitors.

What Problem Does It Solve?

 Knowing the problem you're solving can help you focus your messaging and connect with customers.

How Do You Want Customers to Feel?

Emotions drive purchases. Decide what feelings you want to evoke through your product positioning.

Where Does It Fit in the Market?

Understanding your market position helps you decide pricing, promotion strategies, and how to differentiate your product.

One of the non-negotiables while positioning a product is to categorize it right, Here’s how we would position these global products if it were to us:

1. Notion as "Evernote for Teams"

Notion offers note-taking, but with enhanced collaboration features, making it ideal for team settings.

2. Webflow as "WordPress for Designers"

Webflow offers the customization of WordPress but adds a layer of design flexibility that appeals to graphic designers.

3. Asana as "Slack for Project Management"

Asana takes the real-time communication benefits of Slack and applies them to project management.‍

4.Canva as "Adobe Photoshop for Non-Designers"

Canva provides design tools that are user-friendly for those who aren't trained in graphic design.

5. Trello as "Excel for Visual People"

Trello takes the organizational functionality of Excel and turns it into a more visual, drag-and-drop experience.

3. Let’s talk about “The Design” 🎨

As we learn more about the intricacies involved in design, it becomes more crucial to build a website that talks to your customers visually.

The smallest of design elements can make enormous difference, here’s an intriguing read on the significance of “a line”, literally a line and you’ll be amazed at how these small elements can reshape your website's experience.

Well if we dig deeper, It's not just about making things look pretty, although that's important too.

It's about crafting an intuitive and user-friendly interface (UI) that,

1. Fosters positive user experiences (UX).
2. Engages with the end user
3. Offers seamless onboarding.

Think of it like this: a well-designed site is like a well-organized shop. It's easy to find what you need, and feels trustworthy.

But here's the real magic: it will turn using your software into a habit. Just like we reach for our favorite apps without even thinking, you want your SaaS website to be that go-to tool for your users.

It's about creating an experience that not only works well but feels like second nature.

4. What’s the fuss about Micro Writing? 🤔

If you want your end user to seamlessly navigate through your website, you have to make sure every piece of content works as signboards.

One slight mis-direction can lose you a bunch of potential customers.

Here’s an example how a slight change in the microcopy helped Google with a whopping 17% increased engagement in their hospitality searches.

Microcopy is like the friendly expert who's always there to assist your customer. It's those tiny snippets of text that pop up exactly when you need them.

• Want to explain a feature?
• Asking to sign up or fill out a form?

The microcopy should explain it in plain language (not vanilla), provide clear instructions, ensure potential clients don't get lost in the process, and make the most of the software's capabilities.

It adds a unique personality to the website, connecting the customer  and your brand.

When something goes wrong or there’s an error, the microcopy should step in to reassure and guide your customers on how to resolve the issue, preventing frustration, and resulting in decreased bounce-back rates.

5. Add social proof, some more social proof and yes, some more

Okay, this might sound a little too much, but trust us when we say there’s nothing like “not needed” social proof.

Everything counts,

1. Case studies,        
2. Success metrics,
3. Customer Logos,
4. Client testimonials,
5. Third party reviews, or,
6. Transparency around ROI.

Your customer needs validation about a crucial decision they are going to make; ensure you give them enough reason.

You can enhance the whole experience by adding certain elements like video testimonials or get your platform recommended by industry experts through podcasts, social media posts, or blogs.

In a world where 93% of online shoppers read reviews before purchasing, adding extra third-party reviews will only benefit.

Nonetheless, integrating in-depth case studies and success metrics will help you engage with your audience better and will create more credibility for your SaaS platform.

And, make sure your website has most of these social proofs out there, follow us again “out there”.

We want to emphasize this, because we often find these gems hidden deep inside the website, sometimes impossible to navigate.

Authors tip: If you are selling in the USA then reviews from G2 and Trust Pilot matters.

6. Your SaaS website should be quick, PERIOD!⚡️

There’s no denying the fact that a slow website can get you in trouble.

Studies have found that websites loading within 2 seconds enjoy a mere 9% bounce rate, while a five-second wait increases it to a significant 38%.

Even a 1 second delay in page response can result in a 7% dip in conversions. Whereas, 40% of users won't stick around for more than three seconds.

Mobile users are especially sensitive to speed, with 73% encountering frustratingly slow sites.‍

To back this data, we’ve curated some of the fastest loading SaaS websites and you’ll not be shocked to find some of your favourites and industry leaders here.

• Salesforce (461 milliseconds)
• Google Workspace (1.88 seconds)
• HubSpot (1.08 seconds)
• Dropbox (1.73 seconds)
• Shopify (1.78 seconds)

These numbers speak volumes about the relentless pursuit of speed. The lesson is crystal clear: in today's digital landscape, where every millisecond counts, speedy load times are non-negotiable.

So, get rid of speed hoggers like unnecessary animations or heavy graphics that add no significant value.

A quick website is the bedrock of user satisfaction and can significantly impact the success and user engagement of your SaaS platform.

Remember, a good SaaS website should display all the social proofs clearly.

Nothing like if you can somehow adjust it on your home page.

7. Mobile-first Responsive Design

In a world where 54% of all the web traffic comes from mobile devices, optimizing your SaaS website for the same becomes crucial.

But you might think, most of your target audience would navigate your or any SaaS platform via their laptops or desktops right?

It’s just not a thing you would search on your mobile.

The catch here is, what about all the traffic that is generated through backlinks which you would’ve promoted on LinkedIn, Instagram, Facebook or any other platform.

As most of these users use these platforms on their mobile devices, it’s natural that they click on those links through the same.

Follow these practices to make sure your website works seamlessly on mobile devices.

1. Focus on Essential Content

In a mobile-first approach, content takes center stage. Given the limited screen space on mobile devices, it's crucial for you to highlight the most important elements.

We are talking about the pieces of content that users will most likely be searching for.

2. Simplify User Navigation

Creating a smooth navigation experience is vital for mobile users.

You can make use of features like navigation drawers or Hamburger menus to showcase secondary website elements.

This ensures that users can effortlessly locate the information they need.

3. Minimise Intrusive Pop-ups

Due to the limited screen space on mobile devices, pop-ups and ads can be particularly annoying for users.

It's essential to keep the user's needs focused and avoid any elements that could disrupt their browsing experience.

4. Conduct Real-World Device Testing

The best way to confirm that your website performs well across various devices is to test it under real-world conditions.

This allows designers to check how the site appears and functions on different devices, including mobiles, tablets, and desktops, ensuring a consistent user experience.

Lastly, make sure you optimize the speed of your website for mobile devices specifically.

As we discussed earlier, slower websites can cause significant bounce-back rates.

Some final words of advice

1. Don't get caught up in all the glitter and glam; focus on the gold, which means emphasising on what your audience cares about.

2. Don't try to reinvent the wheel. See what's working for successful folks in your industry and learn from their playbook.

3. SaaS websites don't have to be boring. Inject some excitement, make your site interesting, like the life of the party!

4. Videos are your secret weapon; use them to explain stuff or show off your product's superpowers.

5. Lastly, DON’T HIDE THOSE DEMOS. Make them easy to navigate and book.

Ending Note

Your website is not just a digital business card; it's your 24/7 sales representative.

It’s undeniably important to understand what goes behind shaping a state-of-the-art SaaS website, that not only:

1. Looks dope,
2. Or reflects your brand's identity,
3. But also engages and converts visitors into valuable clients.

But don't stop here!

To truly elevate and upgrade your SaaS website game, it's essential to stay up-to-date with the latest trends and technologies.

We’ve built 70+ websites at EPYC and delivered great results.

3 things to always keep in mind to while building a great SaaS website: