26Apr 2023

Web Design Tips for SaaS Companies

As a SaaS company, having a website that is both visually appealing and user-friendly is essential for attracting and retaining customers. Your website is the face of your brand and should reflect your company’s values and mission. 

In this article, we will discuss the importance of web design for SaaS companies and provide best practices and tips for creating an effective website that drives traffic and sales, mostly based on our experience running a successful web design company in india for the last 12 years.

Importance of Web Design for SaaS Companies

Web design plays a critical role for SaaS companies because it is often the first point of contact with potential customers. A well-designed website can not only attract users but also convey a sense of professionalism, trustworthiness, and competence.

Here are some key reasons why web design is important for SaaS companies:

  1. First Impressions

The first contact that new customers have with a SaaS company is often facilitated through their website. A well-designed website can help create a positive first impression, which can be the deciding factor in whether a user stays or leaves.

  1. Brand Image 

Web design plays a crucial role in setting up and reinforcing the brand image of a SaaS company. Through having consistent branding across the web, customers can quickly recognize the company and link it to particular values or qualities.

  1. User Experience 

Web design can greatly influence the user experience (UX) of a SaaS product. An effectively designed website can assist users in comprehending and utilizing the product’s capabilities, leading to higher engagement and retention rates.

  1. Conversions 

A well-designed website can be beneficial in driving conversions or the number of individuals who take a desired action on the page, for instance, signing up for a free trial or purchasing a subscription. By using design elements such as noticeable calls-to-action and easy-to-use forms, a website can encourage users to take action.

  1. Differentiation 

In a crowded SaaS market, a well-designed website can help a company stand out from the competition. By showcasing unique features and benefits in a visually appealing way, a website can help differentiate a company from its competitors and attract more users.

Key Web Design Elements for SaaS Companies

There are several key web design elements that every SaaS company should consider when designing their website. These include:

  1. Navigation

Navigation is a key component of web design. Your website needs to offer an uncomplicated route for users to identify and access the information they require easily and quickly. 

Good vs Bad Navigation – Image Source: GoSquared

Make sure your navigation menu is understandable, concise, and well organized; refrain from using numerous dropdown menus or submenus.

  1. Color Scheme

The hues chosen for your website should coincide with the brand identity and be consistent with other pieces of your marketing scheme. Choose colors that go together nicely and are soothing on the eyes. 

Color Scheme
Good Color Scheme for Your Website – Image Source: Visme

Abstain from using too many vibrant hues or clashing shades that could be tough to read.

  1. Typography
Space Grotesk Typography Inspiration – Image Source: Typewolf

The way you use fonts on your website is very important. Choose typefaces that are legible and match the overall look of your brand. Refrain from utilizing a plethora of different font sizes or types, as this causes the site to seem disorderly and unprofessional.

  1. Images and Graphics

Incorporating visuals such as images or graphics can make your website more visually appealing and draw in users. Utilize visuals that are coherent with the content of your brand and product so they appear authentic. 

When selecting images, go for high-quality ones that will be quickly loaded on your site without dragging down its speed; steer away from generic stock pictures or oversized pictures.

Best Web Design Tips for SaaS Companies

Designing a successful SaaS website requires attention to several essential factors. Here are some best web design tips for SaaS companies to create an optimal user experience, optimize for search engines, and increase conversions:

  1. Simplicity

Creating a positive experience for website visitors is very important, and having a basic design is one way to achieve this. It’s essential not to employ too many shades, fonts, and graphics, as they can make your page look disorganized. 

Instead of concentrating on superfluous features, focus on the core benefits of what you are offering. Use clear headings and subheadings that enable people to explore your site easily in order to find the information they need quickly and simply. 

Finance App Made Easy – Image Source: Catch

Catch, an app providing financial solutions, provides an excellent example of how effective the user-friendly design looks – their neutral color palette combined with direct copy describing the product add together helps create a simple yet effective user experience – something all websites should strive towards achieving as well! 

By taking inspiration from Catch’s web design concept, it’s easy to start creating enjoyable experiences online today.

  1. Optimization for Search Engines

Search engine optimization (SEO) is crucial for driving traffic to your website by helping it rank higher in search results. To improve your website’s SEO ranking, use relevant keywords throughout your website copy, meta descriptions, and alt tags. 

Ensure that your website is mobile-friendly and optimized for faster page load times. Regularly updating your website with fresh, relevant content that includes targeted keywords can also help improve your SEO ranking.

Statistics show that page load time is critical to retaining visitors. According to Pingdom’s data, the probability of bounce increases by 32% when page load time goes from one second to three seconds. 

Optimization for Search Engines
Page Load Time Statistics – Image Source: Blogging Wizard

If your website welcomes 1,000 visitors and has a one-second load time, approximately 70 of those visitors will abandon without browsing any further pages, 110 visitors if it loads in three seconds, and 380 visitors if it loads in five seconds. Therefore, optimizing your website for faster page load time is essential for improving your website’s SEO ranking and retaining visitors.

  1. Social Proof

Social proof is a strong tactic for constructing assurance and trust with prospective buyers. User reviews, case studies, and testimonials can be employed to emphasize the advantages of your product or service. 

It’s critical to ensure that all social proof is valid and verifiable in order to highlight pertinent benefits and features important to your intended audience. 

Social Proof
Example of a Social Proof – Image Source: Catch

Testimonials, for instance, deliver objective statements from current users about their experience with the product, which can come in texts, quotes, or videos where video versions typically have better results than other formats as it’s considered more reliable by viewers. 

Every testimony should target a particular issue concerning the consumer regarding the item being offered while also showing how it addresses that problem accurately. Utilizing customer testimonies successfully serves as a great tool in generating credibility amongst potential clients along with trustworthiness toward them.

  1. Clear Calls to Action

Calls to action (CTAs) are crucial for guiding visitors to take the desired action on your website. 

Use clear and concise language to encourage visitors to sign up, try a free trial, or make a purchase. Without an incentive such as this, they may be confused as to what their next steps should be. Therefore, help them out by providing directions on where they should click.

CTAs must concisely convey your message — no more than five words! Consider carefully each word you use; “Download my free trial,” for instance, is much better than just “Get a free trial” alone. Studies show that when first-person phrasing is utilized, the overall click-through rate can rise up to 90%

Clear Calls to Action
Example of Good CTA – Image Source: Unbounce

If you are not currently working on a landing page but rather another part of the website, ensure there are multiple CTAs placed prominently throughout it so visitors identify it without difficulty and take advantage of it quickly. 

Furthermore, use contrasting colors and ensure that your CTAs are prominently placed on your website, making it easy for visitors to find and click.

  1. Consistency

Consistency in design helps to build brand recognition and create a more memorable experience for visitors. Use the same colors, fonts, and imagery throughout your website and other marketing channels. 

Consistency Illustration – Image Source: WANDR

This consistency helps to reinforce your brand identity and create a cohesive user experience. In fact, 50% of companies believe that their customers are expecting top class design and cross-channel consistency from their brand.

  1. White Space

White space is an essential element of design that helps to create a clean and minimalistic layout. It refers to the empty space between design elements and is used to separate different sections of your website, making it easier to navigate and visually appealing. 

Using white space properly can also prevent distractions that hinder people from completing their objective, which is to consume and digest the material/content. 

By utilizing white space, you can promote visual hierarchy and enable users to easily find the information they are looking for. 

The landing page below is an excellent example of how white space can be utilized to create a user-friendly design.

White Space
Website homepage – Image Source: Aviv Digital

The layout features distinct sections for the logo, navigation menu, main title, and enquiry button in this particular sequence to make it convenient for people to browse through.

According to recent research, white space is capable of increasing comprehension by around 20%. By including white spaces between sections of your text and around larger chunks of content, you can make the material on your website easier to comprehend for those who are reading it. 

Therefore, using white space consistently in your design can help to improve user experience and increase the effectiveness of your content.

  1. Scannability

It’s a sad fact that, on average, users only read about 20% of the content on a web page. This is due to time constraints, and web users normally only have an overview of what they are looking for as soon as possible. 

Research by Nielsen Norman Group has revealed that 79% of users tend to rapidly check out new sites (scan) while just 16 percent read them in their entirety. 

Additionally, eye-tracking studies show that individuals usually look at online material utilizing an ‘F’ pattern, as shown in the heat map below (red indicates areas where more attention was given, whereas blue signifies lower focus).

The F shape Explained – Image Source: Econsultancy

Let’s break down each part of the shape. 

  • The top of the F is formed when users move horizontally across the first paragraph. 
  • The second horizontal movement that happens slight further down side of the page, and this covers a comparitively shorter area than the first F. 
  • Finally, visitors scan vertically down the content, through the left side.

What this means is that if your content consists of large, unbroken blocks of text, few visitors will stick around to read it. To encourage visitors to spend more time on your page, you should make it scannable. 

Here are a few tips to achieve that:

  • Keep sentences and paragraphs short to make the content less intimidating.
  • Use line spacing and large enough font sizes to avoid eye strain.
  • Add images, videos, infographics, and other visual features.
  • Use headings, subheadings, lists, and bullets to break long passages into smaller sections.
  • Highlight important words, phrases, and sentences in bold.
  • Discuss one main idea per paragraph.

By making your web pages scannable, you’ll make it easier for visitors to find the information they need quickly and efficiently, which will encourage them to spend more time on your site.

  1. Mobile Optimization

In recent years, the percentage of total web traffic coming from mobile phones has been on a steep rise. 

In February 2023, for instance, more than three-fifths (60.67%) of all online activity was conducted via mobile devices – compared to just 10.88% in 2012 – and this year’s average is even higher at 60.06%. 

Mobile Optimization
Mobile Phone Website Traffic – Image Source: Oberlo

This surge marks an impressive five-fold increase between 2012 and 2017 when 54.09% of web traffic came through smartphones or tablets rather than desktop computers or laptops.

Furthermore, people are spending more time on their mobile devices than ever before, with an average of about 3 hours a day. This makes mobile a vital channel for any business that wishes to increase its reach and engage its target audience, wherever it may be.

Many SaaS marketing teams may disregard or neglect mobile, assuming that this trend only matters for eCommerce companies. However, SaaS brands need to realize that their potential buyers are not always at their desktop computers when they hear about a product or are searching for a solution to their problem. 

Neglecting mobile consumers means ignoring a sizable proportion of shoppers who might be ideal for your business. 

Utilizing responsive design makes sure that the website displays correctly on any device, from desktop computers to tablets and smartphones. Simplifying your design for smaller screens and optimizing page load times for mobile devices creates a seamless experience for visitors, regardless of the device they are using.

  1. Support

Providing help and support to your customers is essential for improving their experience. When it comes to providing help and support to your customers, there are several strategies you can use to improve their experience and build trust and credibility with them. 

Chatbot vs. Live Chat Illustration – Image Source: REVE Chat

One effective way to provide instant support is by using chatbots or live chat, which allow customers to quickly get answers to their questions or concerns. Additionally, creating a knowledge base or FAQ section can help answer common questions and reduce the need for customers to reach out for support.

However, it’s also important to actively listen to the feedback and concerns of your support agents, who have a deep understanding of your audience’s needs and expectations. This feedback can help you identify areas where you can improve the customer experience and eliminate friction points.

Empathy is another critical aspect of providing exceptional customer service. Customers want to feel heard and understood, and putting yourself in their shoes can help you provide more personalized and effective support.

By using these strategies and continuously striving to improve your support processes, you can enhance the overall customer experience, improve retention rates, and contribute to business growth.

  1. Test and Iterate
Test and Iterate
Test and Iterate Illustration – Image Source: Mudbath

Testing and iterating your website regularly is critical to improving its performance. Use analytics tools to track user behavior and make data-driven decisions about your design and content. 

Continuously test different elements of your website, such as your calls to action, headlines, and images, to improve conversion rates. A/B testing can also help you determine which design elements work best for your audience.


Effective web design is essential for driving traffic and sales for your SaaS company. By following best practices and tips for designing an effective website, you can improve user experience, increase engagement, and ultimately drive sales. 

Remember to keep it simple, optimize for search engines and mobile, and test and iterate regularly to improve performance. With these tips, you can create a website that reflects your brand identity and provides value to your customers.

Acodez is a leading web design company in India offering all kinds of web design and website redesign at affordable prices. We are also an SEO and digital marketing agency offering inbound marketing solutions to take your business to the next level. For further information, please contact us today.

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Rithesh Raghavan

Rithesh Raghavan

Rithesh Raghavan, Co-Founder, and Director at Acodez IT Solutions, who has a rich experience of 16+ years in IT & Digital Marketing. Between his busy schedule, whenever he finds the time he writes up his thoughts on the latest trends and developments in the world of IT and software development. All thanks to his master brain behind the gleaming success of Acodez.

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