How to Customize Your SaaS Website Design?

Websites are the first thing a customer looks for when they need something. So why not deliver a great SaaS website design? 

Customizing a SaaS website increases your chances of getting noticed in this competitive digital spectrum. 

Why do you need to customize your SaaS website design? This will be the first question that pops up in your mind.  

Well, the SaaS products you sell are rather abstract, and potential customers will not be able to see the goods completely nor get face-to-face talk with a salesperson. So what will be their only point of interaction with your product before onboarding? Yes, you are correct, your SaaS website is. 

Perfectly customizing a B2B SaaS website design revolves around understanding the needs of future users, perfectly planned out content, engaging and easy to navigate design and most importantly a peek into the product you are offering. All these put together will give you the designed SaaS website. 

[Need for having ideal SaaS design – Read your target audience base or customer intention- initial checks to perform before designing- importance of customization – SaaS website motive]

You may get your SaaS website design inspiration from anywhere so be open and ready to receive. 

The first and most important step is understanding your target audience base, this will help you deliver exactly what the customer or potential customer wants.

For example, customizing your SaaS homepage after clearly understanding your audience intention will intensify your reach and brand awareness. 

Now, with all this being said, this blog is crafted after carefully analyzing all the great SaaS website design. When you look at the bigger picture there are some common elements that connect all of them together and push it towards the next level. 

Here, we disclose the secret and bring you the vital information on a silver platter. Hope it helps you in delivering the best designed SaaS website. Buckle up to redefine SaaS website design best practices.

Design a High Converting Website  

The basic intention of any SaaS website is to let the world know about your business along with increasing customer conversion. Customer conversion is the underlying factor of every step taken in a SaaS environment, so why not prioritize it when customizing your website? 

SaaS website ideas are the initial part but prioritizing the part of increasing conversion is mandatory. The designing of a highly converting website involves numerous meticulous parts that need to be stitched together.  

This part of the article will deal with simple yet often overlooked SaaS website design inspiration that “must” be included in the customizing design routine. 

Intention and Target Audience of SaaS Design

The basic intention of any website is to convert visitors into leads, do you agree? So, does your current SaaS homepage design or the entire SaaS website design meet that requirement? 

If not then you need to rethink your design. Look at your SaaS website from a customer perspective and that will give a different answer. 

Create a SaaS website design framework during the initial planning phase and make sure that it satisfies the SaaS website design checklist. Now, for visitors to engage and interact with your website, you need to give them something valuable; the more valuable it is, the more engaging it will become for the visitor. 

To deliver an offer that can’t be refused, you need to answer these three questions: 

  1. What stage of the buyer journey is the offer for? 
  2. What is the type of offer that will work best? 
    1. E.g: free trial, free course, ebook…
  3. What benefit will it bring to your target audience? 

The answer to these questions will give you a better understanding of designing a SaaS website. The basic SaaS website design needs to be based on these factors. 

If you look closely into the recent market trend then you can clearly see the key elements and requirements that play a vital role in the best-designed SaaS websites. 

The key factors are, 

  • Motion graphics that reflect the service’s high quality and the company’s approach to technology challenges. 
  • Trial request as the offer.
  • Illustrations of service feature appealing to both visitors who can code and those who cannot.
  • Softer Look-and-feel with lots of air to emphasize the company’s culture of openness, transparency, flexibility, and support for the customers.

In the initial stages, these pointers will be extremely helpful, and to move on to the next phase you need something more. 

As you already know, SaaS is not for the faint of heart. It is a fast-paced, quickly evolving market with new trends and ideas as you read this. In 2018, the global SaaS market was valued at about $134.44 billion, and it is expected to grow to $220.21 billion in 2022.

So, a great SaaS website design is your best option to bring in more visitors to your website. Your SaaS homepage must act as a hook that is capable of catching attention at the first glance. 

You can have your SaaS website design inspiration from anywhere in the world but it needs to meet your business requirements. 

Understand the importance of having the best designed SaaS websites, it can go a long way. Reaching the right audience with the right message is a must but the visitor must be able to get the message clearly and for that, you need a perfect SaaS website design. 

Web Page Structure that works for SaaS websites

There are multiple types of websites in the digital world, there is no one solution that fits all. Each website requires a different strategy when it comes to designing.  

Basic website design structure determines “how the entire website will look?”. For example, a SaaS homepage design must project the basic functionalities of your SaaS product. If things are not clear in the SaaS homepage design, then the entire SaaS website ideas have the chance to completely collapse. If you look at the great SaaS website design, the basic structure will be sound and strong. 

The mandatory elements of great website design include the following pointers, making use of them in a perfect method will go a long way in intensifying the SaaS website reach and product awareness. 

  • Headline 
  • Call to Action (CTA)
  • Lead Capture 
  • Image for Important Content 
  • Navigation Bar 
  • Social Proof 
  • Demo Version 
  • Scrollable Content 
  • Footer Section

Now, based on your company’s requirements the selection of these elements will depend, but these elements must be prioritized. The length of the page and the page layout will play a crucial role. The initial message or content of your display on the homepage will determine if the user will scroll through or not. Give the visitor a good reason to scroll down. This will give you an opportunity to let the customer know everything. 

It is thus essential to put the most valuable information above the bottom of the browser window as soon as the page loads. In the case of landing pages, the most important elements would be the value proposition, call to action button or buttons, and lead capture form (if any). If you want to provide additional information, a scrollable landing is a good idea, but make sure that only one logical segment or call to action is displayed on one scroll.


Headlines, one of the most popular and engaging ways to capture the attention of visitors. In most of the cases companies use the headlines to promote their product. 

How should a headline be? What should be the length of the headline? Questions in this perspective will give you a clear idea about the importance of the headline website. 

While summing up your entire product, the headline should be short, compelling and easy to read to catch the visitor’s attention instantly. Before producing the headline, make sure you know your ideal buyer persona. Then, try to combine ‘what the business does’ and ‘what it does best’ into one sentence.

Make your headline interesting, clear and purposeful. Ensure that headlines catch customer eyes every single time a visitor comes across your website. As mentioned above, the impact caused by a headline will leave an everlasting impression in the visitor’s mind. 

There are a number of conditions when it comes to determining your headline, but every single one revolves around delivering the best headline that describe the product as well as catches visitor attention.

Call to Action (CTA)

The main purpose of any B2B SaaS website design is to engage visitors and nudge them towards the next level. “Call To Action”  buttons play a crucial role in that process. In recent times the placement and use of CTAs have increased multifolds. They have become an imperative part of every SaaS website design. 

This technique is increasingly popular with companies selling to both small and enterprise-level businesses because it supports a sales flow linked to enterprise deals. 

Although the top section of the web page should be as informative and bold as it could be, the CTA(s) should still be clearly distinguishable. The CTA’s text, size, color and location require special consideration. When choosing the color palette, make sure the layout elements are not too blended together: without the right color contrasts, prospects may get confused when they arrive on the page. 

Note: Try to place the button where the mouse cursor naturally falls, next to an element that helps the user to evaluate the offer before they click.

  • CTA message must be short, no more than five words 
  • Emphasize important in the CTA button 
  • Create multiple CTA messages and test them out

Lately, SaaS companies have been including one or more form fields alongside the call to action, so generally, the user enters at least their email before clicking. 

It is useful in two ways:

If the next step after the home/landing page is a giant form, the drop-off rate is going to be high. Adding a little bit of friction up-front removes some from the second step.

If the user abandons the process afterwards, the sales team still gets a well-qualified lead who at one point had the intention to sign up. If you place a whole lead capture form front and center on the page, remember that it is the most critical part for generating new leads. The design must convince the visitor to enter their information in the form. Invest your time, creativity and energy into developing non-standard user-friendly forms.

Prospects, especially first-time visitors, are very protective when it comes to giving out their personal information in a lead capture form. Include a link to your privacy policy to put them at ease. It is also crucial to ask the right questions. Ask your sales team what information they need to guide leads through the funnel, and try to further reduce the number of questions.

Social Proof 

Social proof is not just keeping social media icons on the page but maintaining communication with your customers on the platforms. Social proof includes the following but is not limited to these when it comes to a great SaaS website design. 

  • customer logos
  • feedbacks from happy customers
  • links to customer stories and/or videos
  • links to case studies
  • company’s awards
  • social media buttons, and many more. 

These elements are usually placed either on secondary locations on a landing page or on separate pages. However, since SaaS business models are known to somehow lack the ‘human factor’, which may scare away some visitors, in some cases it may be reasonable to show them a fellow customer as a prominent personality. 

Intriguing tips 

  • If you are putting customers’ stories and feedback front and center, select those customers that match your ideal buyer persona.
  • If you want to show off your customer logos, make sure the cluster of logos looks neat and really complements the design of your landing page.

You may also increase conversions and sales by enabling visitors to find your contacts easily on the landing page, ideally without even looking for them. Typically, contact information is located either at the top or bottom of a web page. Wherever you decide to post yours, make it visible and clear. Also, invite the visitors to follow the SaaS company in social media, and add social sharing links and buttons.

Optimized Pages

Best designed SaaS websites have one thing in common and that is a great landing page. It is an imperative component in inbound marketing. 

When it comes to homepage, the SEO factor plays a crucial role and increases the page ranking multifold. To unleash your SaaS pages true potential in the aspect of lead generation capacity, there are some nuances that needs to be followed and they are, 

  • Research long-tail keywords to use for your landing page
  • Include your keywords in the landing title, headers, URL path, and content
  • Include alt tags for your images
  • Add social share buttons

These are some of the major factors that need to be considered for optimizing your landing pages. Apart from these, there are some other SEO factors for better page ranking

When compared to other business models, the success of software as a service to a greater extent relies on the engaging potential of its website. Landing pages are particularly important for SaaS companies because of their amazing conversion potential. 

A landing page design for SaaS must complement its brand while giving exactly what the target audience is looking for.

A strong value proposition and call to action above the folder of the landing page remain the staples in SaaS designs. Include eye-catching images, animations and videos as illustrations of the product and/or as social proof, but emphasize the CTA. 

Showcase rich educational content, but stick to the right page length: keep it short and simple. Provide the ability to navigate and a useful footer, but do not distract the visitor from the offer.

A well-designed and SEO-friendly home and landing pages can help your SaaS business overcome the marketing challenge. 

We hope you will find the tips useful when developing or redesigning your website.

Navigation Bar

A navigation bar is essential for the home page. It may prove useful on landing pages as well, if you want to give the visitor the ability to find out more about the software, pricing, and company before clicking the CTA. 

Knowing that a website menu may cause a distraction and lead visitors away from the Trial Request, the homepage must include a discreet non-sticky navigation bar with a limited number of links and mouseover effect. Along with this, don’t forget to provide a sitemap at the bottom of the web page.

They say that in matters of engaging SaaS customers, ‘content is king’ and must be given first-class treatment during the website design stage.

Image for Important Content

The main element must impress the visitor the moment they land on your page. It is the basic requirement for any B2B SaaS website design. 

A SaaS homepage can have a static image, carousel, animation, or a video designed to inspire emotion in your visitors, help them relate to your brand, and/or convey the emotional aspect of the headline.

More companies are now putting a video in the hero section: a 30-second video can explain a product much quicker than the words and pictures can, as well as enhance the user experience. Since the users are expected to watch the video before they do anything else on the page, the designers create oversized play buttons, screenshots that are actually auto-playing demo videos, and other techniques to attract and keep the visitor’s attention.

Many premium video hosting services offer analytics so you will know how much content the visitor took in. Free services, such as YouTube or Vimeo, are available too. The video itself need not be expensive either: a computer microphone and screen capturing software may help you illustrate your product quite well.

Customer logos on landing pages seem to be a common social proof element with most B2B SaaS companies. Thus colorful logos were animated to ‘float’ around the headline and CTA. Their location implies there is more to see down the page. 

Demo Version

Some visitors will want to immediately try out a product without having to sign up for a trial. First-time visitors should be able to access your demos within a few minutes of entering your site. Generally, demos are best served when they are just a click away.

If you want to convert more visitors into users, the creation of quality educational content is definitely worthwhile. An increasing number of businesses are using small sections of their landing page to highlight their news, articles, downloadable content, etc. 

Original content is evidence of a company’s competence and understanding of the audience’s problems and needs. It also offers a fallback lead-generation mechanism other than the product signup: even if a visitor leaves with a downloaded PDF whitepaper, it’s still a gain. 

The demo version is part of a basic SaaS website idea. It needs to be visible and a simple click away from the visitor eye. This will be helpful for visitors who are looking for a demo at the start of their searching session and therefore will prove very useful. 

Scrollable Content 

SaaS buyers are receptive to numbers: they like facts, statistics, metrics, and graphs. Include such information and eye-catching pictures that demonstrate that your software is useful, customizable, and easy to use. Since look-and-feel is crucial to most people’s buying decisions, images of your software will be an advantage. Some visitors would like to see the SaaS features, others to read about them — but most want both.

Make sure your visitors can skim and scan the page easily. Highlight key points with headings, bold/italicized text, bullet points, etc., utilize fonts that can be easily read on any device or browser, and add neutral background and white space. 

Optimized Web Page – Imperative Parts to be looked at 

Optimizing web pages include multiple small parts stitched together and there are some important pointers that need to be monitored at all times. 

  • Target Audience 
  • User Interface 
  • CTA and Headline 
  • Easy to Navigate 
  • Website Structure

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.

User interface 

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.

Headlines and CTA

We have already discussed these in the above sections but there is nothing wrong in emphasizing the important part. 

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! 

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.

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.


A convenient navigation bar is an absolute must — otherwise, your potential users may simply get lost and feel confused. 

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.

A SaaS homepage design must include all these imperative points when it comes to navigation. Also, to create a SaaS website design framework you need to know these pointers to have a complete structure. 

Website Layout 

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.

Custom design for Commercial Success 

You may have the best-designed SaaS websites but they are valued less until they become a success. By success we mean, the SaaS website to become an inspiration for others to follow in the same direction. Not only that, a commercial success also means that your website meets the requirements made for an imperative SaaS product website in the digital landscape. 

To become a successful one, there are three major things you need to strictly follow. 

  • Why do you need outstanding design—from your SaaS website to digital marketing
  • How to set up your SaaS business for design success?
  • How to measure design success?

Why do you need outstanding design—from your SaaS website to digital marketing

You know the old saying ‘a picture is worth a thousand words’? Well, this number is probably a lot bigger in the software-as-a-service industry. While most physical products and standard services are self-explanatory, the ever-evolving world of software is another thing entirely.

Simply put, if people visit your SaaS website and don’t understand your service right away, it’s unlikely they will want to pay for it.

A key indicator of your SaaS business’s performance are its customer churn rates (the number of people who unsubscribe or stop using your software in a given time interval).

Churn is an inevitable part of SaaS: a recent report suggests that 2/3 of companies experience a churn rate of 5% or more (so a churn rate under 10% is generally considered good). And why is it so important to retain customers? Because attracting new customers costs 5 times more than keeping existing ones.

Reducing customer churn is all about adequately understanding your customers’ needs and challenges and making sure your service provides a solution they know how to use.

The good news? You have a powerful ally. Starting from your SaaS website all the way to effective marketing, design can be a fantastic way to reduce churn or keep it under control. First, let’s first look at some common drivers of churn:

  • Lack of engagement
  • Poor product-market fit
  • Product business
  • Difficult customer experience
  • Lack of proactive support

Obviously, if your product (software) is acting up, you will need a developer to resolve the issue. So, unfortunately, this won’t be helpful if you have technical problems with your software.

However, all the other issues can be significantly lessened with some business savvy and sound design. So let’s dive right in and examine three ways in which design can help you obtain and retain your customers.

Creative Logos 

Why is SaaS such a hot market? It’s relatively new, exciting, innovative, and, well, incredibly lucrative. It’s been said that one successful deal can generate 6 or 7 times the value of what you invest in getting it.

And while keeping customers is super important, you will need some customers to begin with. This process starts with building a brand for your business. For a very condensed version of how to execute business branding successfully, I suggest you follow these steps:

  • Purpose: why does your brand exist; who does it help and how.
  • Market research: your idea might be brilliant, but are there people who want to pay for your service (think about the end-user)?
  • Distinct look: how can people recognize you instantly?
  • Find a voice: create a cohesive writing style to survive online.
  • Reinforce your brand continually or adapt as necessary.

Another, intrinsic part of each of the above steps is eyeing your competition. If your software is something completely new, what similar service are people using, and where does it fall short? If you have the same service as someone else, what makes yours unique?

When we think of beating the competition, our first thought is usually being different. And yet, following the trends in your industry can make you look like a force to be reckoned with.

When it comes to SaaS logo design, the bottom line is that if you want to beat the competition, you need to know what the competition is doing. It’s always better to be original but not at the expense of quality. Think of brands you want to be associated with, but try to make your visual appeal as unique as possible.

Retain Customer with Positive UI Experience 

If you’re a proud developer, this is something you need to hear: software does not maketh business. People aren’t interested in the ins and outs of coding and how brilliantly you’ve made everything work. They are interested in the service this software provides them.

Understandably then, the importance of user experience (UX) on your SaaS website cannot be overstated. A recent survey found that every $1 you invest in UX, gets you $100 in return. Yes, people really value good experiences: 72% of customers will share a positive experience with six or more people.

Similarly, a bad experience can cause your business a lot of harm. The same report shows that 70% of customers abandon a purchase because of bad user experience, and 60% do so due to inadequate support.

In the world of SaaS, positive user experience is two things:

  • an easy-to-use service;
  • a comprehensive support system every step of the way.

So, how can you achieve a positive user experience with your SaaS website? Let’s break it down into steps.

First, remember that the point of a good user experience is to help customers achieve their goals. Maybe they just wanted to search for some information or inquire about your service. If a flashing red popup is asking them to buy something every five seconds, they will likely walk away.

Next, make sure that there are as few steps as possible for the customer to achieve their goal.  

Finally, make sure your design is creating an emotional response. When on your landing page, you might want customers to feel intrigued or optimistic. Once they complete a purchase, create a sense of achievement, make them feel excited, or even proud.

UX design

So now you know user experience is essential, but what is UX design exactly? Well, just like the name says, it’s designing experience.

  • Initial research: user surveys, understanding their main challenges
  • Building user personas: use the research to create a fictional representation of your ideal customer
  • Create user stories/scenarios/sitemap: map out the main goals and challenges of customers; what information do you include on your homepage/landing page and which can be moved to another section; do you want to include things like customer testimonials?
  • Create wireframes: basic designs of user interface (like a blueprint for a house)
  • UI visual design: note that UX is still a prevailing concern—for example, the size and color of a button are equally an aesthetic as well a functionality concern.

Clear value proposition

Like we said, your customers need to understand right away what your software can do for them. If you look at industry examples of great SaaS websites, you’ll see they all have their value proposition on the homepage. You can go simple with big, bold text featured prominently, or a sleek video like this one from Slack.

Guided User Experience 

Apart from understanding what you offer, a critical element of good user experience is helping customers achieve their goals. Through their simple website design, they managed to highlight the main features of their credit card system, which also happens to be the primary value for users.

User experience is essentially what makes your SaaS business successful. Get this part right and you’ll see each subsequent step will immediately become a lot easier.

Customer support

No matter how great or well thought out your user experience might be, there’s always room for questions. This is why you need to create a stellar support system so that everyone who needs your service can use it.

Customer support, in design terms, can take many shapes and forms: from a website chatbot to nurturing emails. Remember that the days of boring, generic communication are long gone. Even with automated systems like chatbots, try to make it personalized: gifs, images, and wording, of course, can help here.

A solid support system also includes clear customer onboarding. This allows you to guide your customers through the experience so that they can use your service in the best way possible. 

SaaS Design Success 

Now that you have a rough idea of what sort of design you should be thinking about to boost your performance, we need to tackle the question of “how to create necessary designs?”

Of course, you’re more than welcome to google ‘How to create visuals in PhotoShop /Illustrator / InDesign,’ however, I must implore you not to. CEOs who try to come up with their own design (unless this is their primary field) are wasting time and money.

Before you dive into any of the challenges of the specific design tasks we’ve outlined, you will need a cohesive visual identity for your brand and a reliable design service.

Visual Identity 

With the help of a DIY design softwares, it may seem like anyone can tackle graphic design these days. Nothing could be further from the truth.

There is a lot to learn about graphic design: people go to college to study this field! Color theory, color psychology, and typography are just some of the critical areas where your superficial knowledge of the subject matter could seriously harm your branding/marketing efforts.

Once you’ve identified your brand’s purpose, you need to create a visual identity. The first step is to create a brand guide. It’s really important to create a brand guide before you even try to tackle web design.

Brand guides can save a lot of time and hassle down the road and help you build a better brand. As your business grows, you might hire more people to help you with things like marketing, content creation, and design.

A brand book gives everyone a solid foundation to work on and lists the essential design dos and don’ts. Here are some things you might want to include in your brand guide:


If you’re anything conservative, the thought of limiting yourself to 3 or 4 colors (plus basics like black and white) could sound boring. But it’s essential to keep your brand recognizable.

If you’re unsure about your visual identity, you can always check what the current trends of the SaaS industry are (for example, blue and purple are favorite colors). Again, are you offering a similar but slightly better service than your competitors? Then stick to a more conventional color scheme. Or, is your brand adventuristic, playful, and different? If yes, choose a bold color to send that kind of message.


Apart from including the obvious, like acceptable logo colors and typography, it’s also an excellent idea to add a few ‘what-not-tos’ to your brand guide.

This is an example from a brand guide our team did for What’s the Host. These four key points are guidelines, not just for designers, but also for anyone else who will use your brand identity (content creators, marketers, sales team).

  • Don’t scale, skew or alter the proportions of the logo in any form 
  • Don’t alter the type of fonts in the logo 
  • Don’t alter the colors or create new variations of the logo 
  • Don’t put the logo on the background with low visibility 


Your branding will not be cohesive if you’ve got ten different fonts sending all kinds of mixed messages. Choose up to 3 fonts (for example, for titles, headers, and text body), or you can use two and mix things up by using different typefaces (bold and italics).

You can also go the extra mile and set specific fonts for different channels like websites, social media, official documents/reports. Still, make sure that they present a unified brand image.

Key visuals

As we said, it’s hard to stand out in a visually oversaturated world. One way to do it is to have a cohesive visual message.

Provide a mockup for your social posts in your brand guide to give your team a feel of how they should curate the content there. For example, do you prefer to use photos, mockups, or custom illustrations?

It’s also useful to include simple elements like icons that can be used for a wide range of projects (SaaS website, your business card, social media graphics etc.)

Measuring Design Success 

Good design is not a gut feeling. It’s a strategy created through an informed understanding of your brand and your customers.

Let’s look at these three tools and how you can use them for your SaaS business.

Like any sound metric system, design metrics are all about combining quantitative and qualitative research. If you have a feeling that a particular piece of design is performing better (e.g., in terms of social media engagement or ad clicks), dig up the actual numbers and find references to back it up.

Similarly, if your churn rates are going up, make sure to reach out to customers and find out exactly what’s prompting them to give up on your service. Is it poor user experience, or do they not see a value in your service anymore?

Perception Metrics

These relate to how your customers think and feel. You will need to acquire such metrics through surveys and even social posts (put out a visual and ask customers to tell you what they like or don’t like about it). This is an indispensable source of qualitative data that you need to include in your design strategy.

Taking customers’ feedback literally, companies ended up with repackaged ideas from their competitors, which took away the “wow” effect and products that weren’t suitable for a broader market because the development was based on input from a specialized group of people.

Finally, remember that although people might tell you they want a specific feature or SaaS product, this doesn’t mean they will be willing to pay for them.

Descriptive metrics

These metrics tell you what actually happens. For example, a customer might say that they turned away your service because it was too complicated. But, if you can track their onboarding and see that they’ve given up on the payment step.

It’s essential to set goals; these can include the number of new customers or the percentage of returning customers (compared to previous months) or even the number of referrals (78% marketers say referrals generate good or excellent leads).

Outcome metrics

This is where you collect all the data you have and ask why. Going back to the previous example, you might wonder if your lead gave up on the payment step because the service is too expensive or too expensive for something complicated and not user-friendly.

You need to combine data on what your customers say and what they do to determine how you should improve your SaaS website design of the design of your product. This is an excellent opportunity to proactively reach out to customers, and try to get them to explain where your design or user experience might have fallen short.


Designing a great SaaS website is not all about gut feeling and at the same time it is not rocket science. 

Always keep in mind that your users are busy and that you have the power to make their life and work easier. Your SaaS website is a natural extension of your product and what they’ll see first.

First impressions matter, as well as the expectations users have about your brand. Start thinking about their entire journey and anticipate their questions with clear copy and mindful design. Take them by the hand, step by step and show them they’re making the right choice with confidence.

And remember, when in doubt, always ask your users!

Author Bio
Balaji Venkatesan 
Balaji Venkatesan
Passionate and Experienced Content Writer with a keen interest in technology. Interested in amalgamating words and technology for better and simple understanding. Strong communication and goal-oriented individual with an eye for detail. Always curious and happy to learn new things. Blockchain Enthusiast|WordPress Learner|SaaS Environment|Cryptocurrency Follower|eCommerce product Enthusiast