For SaaS, UI/UX design is everything. Even if your product is an app, the website is the first thing that prospective customers will see and it has to promise a great experience beforehand.
Nowadays saas web design is becoming more and more accessible. Landing pages can be made without any code and still look professional. Yet, not all the websites out there look great. To find out what works best, learn from the best SaaS websites.
First of all, it has to be readable. It means a text that is big enough and contrasting to the background. Avoid wide text that has more than 10 words in one line. Bright photos with many elements are not the best background.
The “Learn more” button is one of the most popular calls-to-actions. The other options are “Find out”, “Shop now”, “Subscribe here”. Some SaaS would use more original CTAs like “We know you want it”,and it surely works for a certain segment of customers. However, you have to be careful with these. If your motivation is just to be “original”, check each CTA with the A/B test first.
Word “Free” works great as a trigger. See how Miro incorporated two CTAs on their page.
Call-to-action is a key element that impacts conversion rates. If you are not satisfied with the metrics of the website, one of the first things you should check is CTA.
Good graphics is a good way to add a touch of style to your website. One of the best practices is to use the same UI elements as those used in your product. It creates a consistent visual image within the app, website, and other content. However, if the UI of your product is minimal and monochrome, it is totally fine to use bright colors on the landing page to draw attention.
If you’re looking for examples of great use of graphics in website design, see the products that work with visuals. Here is a landing page of Figma: a beautiful combination of signature UI elements, colors, and animation.
It might be complicated to find the right picture when your product does not work with visuals and has no catchy images. Many SaaS would use generic pictures from photo stocks or generic illustrations from other stocks. It might not be the worst option, but also not the best one. Here are some of the ways to avoid those generic images.
Statistics claim that 69% of people would rather watch a video than read a text when learning about a service. Good video is not easy to produce, but it can be extremely effective when you want to describe all the features of your product
and there is no way you can fit it into one short paragraph
The menu is not the most catchy element of a page, but it defines how the customers interact with the website and, consequently, how high are the conversion rates. If we imagine the website as a house, navigation will be the foundation. While you want users to spend more time on your website, this is not the time they pass annoyed, trying to find the contact form or prices.
In the crowded market of SaaS filled with smoothly designed websites, a touch of personality has a special value. Many companies adjust the tone of voice to make clients feel that there are real people behind the product.
All websites consist of basic elements: text, pictures, graphics, videos, call-to-actions, menus, etc. In a great website, each element has its function and all of them are balanced.
If there is just one thing you will remember out of this article, let it be this: when in doubt, simplify.
