Websites are a window into your company. Most people find businesses and products through a search engine, and their first impression of you depends on your website.
Poor website design, from hard-to-find information to slow-loading pages, will discourage potential customers from choosing your company. It's, unfortunately, an easy way to lose to your competitors. You might have the superior product, but chances are, customers won't stick around long enough to realise that if you don't have a well-designed B2B SaaS website.
Your website should guide visitors through the buying process. It should drive traffic, improve conversions, and keep customers with your business long-term. In order to provide all of the benefits it should, your website will need to include some vital design features.
The best B2B SaaS web designs incorporate many things, but the most important aspects include the following:
Eye-catching and effective CTAs
Clearly communicated benefits
Transparency in pricing and product use
Social proof of how your product helps
We'll dive into the most critical features of B2B SaaS web design in more detail below.
Web Choice is here to help whether you're building your website from scratch, need a specialist re-design, or want minor changes and updates to make you stand out from the crowd.
Read More
"I run the largest B2B LinkedIn ads agency in the US. The Web Choice team are amazing. I've known the co-owner, Sam for years on LinkedIn. Followed his actionable tips for SEO and websites. We recommend Web Choice for any SEO, paid search or website requirements. Always excellent feedback and results. They are your team."
"I vetted 4 providers and put them through a fairly strenuous knowledge test on web design, marketing, and SEO. Web Choice delivered an excellent looking, fast-loading website along with solid content and technical SEO. I like to move fast and they were able to keep up. We now rank position 1–7 for multiple search results. I'll be going back for updates in the future."
"Since the new website and branding went live we saw an instant improvement in the quality of the new leads we were receiving. We have also received lots of positive comments about our new look branding. Working with Web Choice has been a breath of fresh air. They kept us up to date on every stage of the project through phone calls and emails. Because of the ease of the whole process and how impressed we were, we have now increased spend with Web Choice to help us with SEO & PPC."
"Web Choice helped us out of a terrible hole, and they were great about it. In just two months, WEB CHOICE successfully delivered a quality website - the code was clean, the team stayed on time and within budget. Moreover, they were helpful and proactive; they handled the project effectively and were responsive through emails and phone calls and quick to solve issues."
"We had next to no online visibility or rankings. Thanks to Web Choice clear improvements were made. The keyword research, content and targeting has taken us from just 100 organic keywords to almost 2000 in under a year, we also rank on the 1st page for numerous keywords when before we'd be languishing on page 3, 4 or more! Inbound leads are up and our bookings have been fuller than ever. I would thoroughly recommend speaking to Web Choice to see if they can help you with SEO."
"Web Choice were keen to understand both our short-term and long-term goals, and more than happy to advise on technical details. They even shared a couple of eBooks with zero obligation. Their patience and support across my detailed selection process were indefatigable and they consistently demonstrated commitment to the project's success."
"After speaking to Web Choice, they had the knowledge and professional edge compared to other web companies. A brand new website was designed, with checks all throughout the process to see that we were happy with it. An ongoing SEO project which we are updated on every month. A huge amount of work is done by Web Choice for this and it has benefited our growing business. PPC campaign is being run by Web Choice which has tripled our leads."
"Sam and the team have taken care of our website design, complex portal to link in with our management software and marketing management. Sam and the team are reliable, responsive and I would have no doubt in recommending them either for website design, SEO or Adwords management."
"We have used Web Choice for 2 websites now and also our marketing/SEO for our hosting company. They were able to take our idea's and get it exactly how we envisioned it. They kept us updated on every step and the team were very quick to make any changes we needed. We now have an ongoing relationship with Web choice and look forward to working with them more in the future and on our marketing campaigns."
"Their incredible web design and development, SEO and paid ads management performance is shown on our company's increase in sales and traffic. Because of Web Choice, there's also an increase in conversions, providing us with a consistent flow of daily leads!"
First things first, let's consider what B2B SaaS web design actually is.
B2B SaaS web design is a website for business-to-business software as a service. This can encompass a wide range of businesses, buyers, software, and services, but for each of them, stand-out web design is non-negotiable.
Your website's architecture, layout, visuals, and text content should all make it easy to understand important information. This will encourage people to stay on your page and increase the likelihood that they will become users of your software as a service.
A B2B website is where most of your buyer relationships begin. Your website can either build trust in this crucial first moment or drive potential customers straight into the arms of a competitor.
REQUEST A QUOTEYou face different challenges when selling software as a service than other businesses. For instance, someone providing a physical product can showcase what they offer with simple photos. However, you may need to provide additional context when selling software as a service.
We always recommend utilising aids like videos and animations to clarify your product, how it's used, its benefits, and the problems it solves.
While you can still follow more traditional best practices for web design, you must consider additional aspects. Of course, you should keep things simple and clear, but you must also demonstrate why someone should choose your company and product.
Additionally, as a business-to-business website, your design will likely be different to a business-to-consumer site. While B2C designs can be more playful with their content, B2B designs should bear in mind that they're operating in a professional setting. As such, B2B websites need to toe the line between serious and boring.
Your site needs to be trustworthy while highlighting your practical uses and benefits for the right people in relevant businesses. B2B SaaS websites should be specific in who they speak to and how clients can use their software.
When it comes to B2B SaaS web design, there are several key things you should be focusing on. Let's take a look at
Many B2B websites don't know which web pages they should have. This can lead to business clients leaving your site because they can't find what they're looking for.
So, what pages should you include? Web Choice's co-director Sam discusses the most important pages for B2B websites in this YouTube video.
With these, your potential customers will have all of the most vital information to hand. And you can link to other relevant pages or topics within these pages to give more detail without overwhelming prospects.
Some businesses create their own B2B SaaS website or use non-specialists to help. Unfortunately, this can often lead to simple mistakes that affect the overall performance of your website. We've listed some of the most common problems faced in B2B SaaS web design and how to avoid them.
Websites should remain consistent in their style, approach, and copy. A lack of consistency can decrease trust since it gives a disorganised impression. It can also make it more challenging for visitors to navigate your website if, for instance, you are structuring your web pages differently.
Keeping your website consistent will ensure that customers and potential clients have a seamless experience, thus reducing the risk of them moving on to a competitor's site. Web Choice designers will help you choose a design theme that suits your clientele to use throughout your website.
Some B2B sites forget they are there for current and potential clients. You must make your site valuable and easy to navigate for all users to ensure the best conversion and retention rates.
Web Choice can assist with creating a website that caters to potential clients while ensuring your current customers have a positive experience.
As a B2B SaaS company, you may frequently use insider or technical language that your typical clients aren't familiar with. However, copy that uses such language can be intimidating and make your content harder to navigate. So instead, we recommend using language that makes your software as a service easily understandable, especially for those who aren't in the same industry.
One of the most common mistakes we see people making is a lack of transparency around pricing. This can put some people off and prevent them from ever reaching out to your sales team to find out more or can alternatively bring you dead-end leads.
When your pricing is visible, potential clients can self-qualify. What this means is that you are only getting contacted by those businesses willing to pay your prices and avoid wasting the time of your sales team and leads. Unfortunately, websites that aren't transparent with pricing often get more leads, but these don't convert into sales and aren't contributing towards your goals.
A pricing page is a great way to offer cost estimates and a CTA to get a quote or get in touch for more details. With this, you avoid frustrating people and ensure that those contacting your sales team are qualified and, thus, more likely to purchase your SaaS.
When someone clicks on your page, your website only has a few seconds to load before your lead leaves and looks elsewhere for the solution to their problem. Therefore, a fast load time is essential for creating a positive customer experience and converting leads into sales.
Web Choice runs multiple tests when creating a B2B SaaS website. We aim for a load time of under 2 seconds, which is vital considering that around 40% of people will leave if a page doesn't load in less than 3 seconds.
B2B SaaS websites often neglect the importance of providing opportunities to speak to their sales team. People interested in your product may need more time or information. They may want to talk to someone from your business to learn more about your product, pricing, and how it could help them with their company's pain points
We recommend utilising multiple CTAs to make reaching out or getting a direct quote as easy as possible. It can also be helpful to let potential clients book a slot on an online calendar or let them know how long it will take for a member of your team to respond.
We also suggest re-loading onto a Thank you page once a contact form has been submitted to assure visitors their request has gone through. Again, this will help keep clients happy and on your website.
Today, more and more customers, including business clients, access websites via their mobile devices. You're risking potential customers if your website doesn't work well or look good on mobile. People do not stay on a website, much less make purchases, if they don't have a good experience.
At Web Choice, we ensure our client's websites are responsive and mobile-friendly so that your leads can fully experience your website, no matter where they're visiting from.
Web Choice specialises in creating and re-designing B2B SaaS websites. We can help craft something that works for your business and your clients. The best B2B SaaS websites combine design, structure, copy, and technical elements to provide a seamless experience. This keeps visitors on your website and converts leads into sales.
Typically, it takes around 1 month to build tailored main page screens and another month to create the necessary code, develop, and test the site. Of course, this time frame may increase depending on the specs and goals you have in mind.
A straightforward lead generation B2B SaaS site usually costs £7,000. However, most SaaS companies invest around £10,000 for a long-term solution designed to fuel sales with qualified inbound leads.
There are 7 pages we typically recommend every B2B SaaS website has. These include:
Our Team Can Offer Further Advice On What To Include On Each Page After A Consultation.
Yes, it's often cheaper to build something simple using a website builder tool. However, these won't provide the best results. Companies that choose Web Choice understand that their website is their number one sales rep if built and marketed correctly. Rather than a basic template, a tailor-made website can drive inbound sales leads 24/7 all year round. Web Choice crafts customised sites that attract, build trust, qualify, and convert your ideal clients.
Web Choice offers SEO for B2B SaaS companies. Our specialist SEO strategies are created to bring more of the right leads to your site. Check out our B2B SaaS SEO page to find out more.
