SaaS Website Best Practices: A Deep Dive for Growth

Your SaaS website is your storefront in the bustling online marketplace. So if it’s bland, confusing, and difficult to navigate, you’re likely missing out on some huge conversion opportunities.

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That’s why your SaaS site needs to be part helpful guide, part dazzling shop window. It must grab attention instantly, answer questions quickly, and leave customers wanting more. After all, it’s where people form their first impressions, decide to try your product, and become loyal customers.

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Now, why is everyone going crazy for SaaS?

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Well, it's reliable income for the company, and for you. It's super convenient! You always have the latest version of your tools at your fingertips. Plus, scaling up (or down!) is a breeze.

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Coming back to the website, it needs to guide visitors from that initial "Huh, what's this?" moment all the way to their ‘wow’ moment. Each step–  from lead generation and user acquisition to making sales–is part of that journey.

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So, how do you make that customer journey smooth? We’ll tell you how! Read on to learn about SaaS website best practices to boost your conversion rate. 

Table of Contents

Here’s what we’ll cover in this article:

1. Understanding your SaaS users
2. Core website elements for SaaS website
3. Maximizing conversion opportunities
4. Leveraging analytics for continuous improvement
5. Advanced tactics for growth-oriented SaaS websites

Understanding Your SaaS Users

The secret to SaaS success is putting the users front and center. We've seen it time and time again–most SaaS websites aren't just functional, they're made with the target audience in mind. 

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That's the allure that turns potential customers into fans.

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Happy customers equals loyal customers. Solve their problems, make them feel valued, and they will stay (and even bring their friends). Remember, word of mouth is the easiest marketing technique.

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So how do you really understand your target audience?

1. Create buyer personas

The first step to understanding your users is to create buyer personas. According to a study, 90% of SaaS companies using personas create a clearer understanding of their buyers, leading to higher customer satisfaction.

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Buyer personas are detailed profiles of your ideal customers. They represent a specific segment of the people likely to use your website. Personas go way beyond basic demographics (age, location, etc.). They peek into:

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• Pain points: The problems they desperately need to solve
• Goals: What they want to achieve (and how your product can help)
• Tech-savviness: Do they need things super simple or handle complex tools?
• Behaviors: Where they hang out online, how they make decisions

Creating buyer personas for SaaS involves understanding your audience's behaviors and needs. Start by researching existing customers to learn about buyer’s journey and experiences. 

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Unify and organize your data to get a comprehensive view of the buyer’s journey. Enrich the data to include details like seniority and industry information. Segment your audience based on various variables such as MRR and organization type.

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Identify different buyer roles like decision-makers and influencers within your segments. Then, bring these personas to life by telling customer stories. Focus on their motivations and values rather than demographics. Use gender-neutral names and illustrations to make them relatable.

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Remember, buyer personas are not static; they should evolve as your business grows and changes. Keep iterating and refining them to ensure they remain accurate and effective.

2. User journey mapping

Hanover Research highlights that 79% of SaaS companies using customer journey maps have seen an increase in customer-centricity. That’s no small feat!

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With user journey mapping, you follow their steps from the first they hear about you (through an ad, blog post, or friend's recommendation) to their first impression of your website. 

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You find out what actions they take. Do they sign up right away, browse the features, or leave? And you track those critical steps afterward–are they setting up their account smoothly? Do they understand the key features? What will make them stay long enough to turn into a paying customer?

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User journey mapping helps you zoom in on areas of friction where the website experience needs a boost.

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For instance, when are people hesitating to buy a product, even after carting them, it's a sign your pricing page needs some work. Or if users are getting frustrated and abandoning their free trials, maybe the signup process took too long.

Core Website Elements for SaaS Success

Let us take a look at all the elements that a SaaS website must nail to attract and engage visitors, and ultimately convert them.

1. Value Proposition Clarity

Clear placement of your value proposition on a website boosts customer interaction rates by up to 35%. 

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When you land on a SaaS website, you expect to find the value fast. Customers want that same clarity. Don't make them dig through a bunch of marketing fluff to figure out how your SaaS solution benefits them.

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Here’s how:

1. Write the perfect message

Identify your ideal customer’s pain points and how your SaaS solution helps them. Then describe how the product is valuable and what sets you apart from competitors.

2. Be empathetic

So, you know what to say, but how should you say it? Keep things human. 

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Andy Stalman, branding expert of Totem talks about it in an interview:

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“Companies making a tangible difference in society, the environment, and the economy are transcending traditional labels of employees, consumers, or clients. Humanizing brands has become a lucrative endeavor in the Digital Age. Despite the prevalence of technology, there's an increasing need for genuine human connection and interaction.”

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So, be authentic and empathetic. 

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Empathy is key for a SaaS business—it helps them understand customers' needs deeply, creating value propositions that truly resonate and build lasting relationships. It's like seeing through your customers' eyes, ensuring your product speaks directly to their pain points and desires.

3. Focus on things above the fold to boost value proposition

Above the Fold (ATF) is the section of a website a visitor sees before they scroll down. It is one of the best real estate in a website to maximize your value proposition.

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79% of web users simply skim through a new page they come across, and only 16% read word-by-word. That is why your ATF content needs to communicate your value immediately. 

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Moreover, it may help search engines prefer your page to others and boost SaaS seo. 

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For example, Webflow displays its value proposition in big bold letters, making it clear what it is about and what you can do with it. 

4. Respect your customers' time

Finally, be clear, honest, and mindful of their time. Give them the key information they need to quickly decide if you're the solution they've been looking for. 

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They already have a lot on their plates and marketing jargon is the last thing they want to see.

B. Compelling hero section with CTAs

The hero section of a SaaS website introduces the homepage, showcasing the main value proposition, CTAs, and a captivating visual. It's all about quickly and convincingly conveying what the company is about.

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Key questions it should answer:

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What's the SaaS product? 

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Who's it for? 

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How does it help?

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Focus on highlighting the benefits, not just features, to show the value to customers. Identifying the target audience helps tailor the message to those who'll benefit most.

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Addressing customer pain points and showing how the product solves them builds a strong connection.

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Keep it clear and concise; visitors shouldn't have to puzzle out the product's purpose.

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Avoid overwhelming with too much info or leaving visitors confused.

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Remember, visitors might be new to the product, so make sure the value is crystal clear. You can also add customer testimonials for social proof right in the hero section, just like Help Scout does it on their customers page. 

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A killer value proposition sets the tone for the whole homepage.

C. User-centric design and navigation

If your site is confusing or difficult to navigate, visitors are going to bounce off–fast.

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Your SaaS website structure is just as important as your website copy. Great design isn't just about pretty colors or fonts (though that helps!) It's about making your site clear, intuitive, and even delightful to use.

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SaaS websites that are a joy to use naturally keep people engaged. Intuitive design encourages users to explore different sections of your SaaS website. This increases their chances of finding something valuable and converting into paying customers.

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We have listed some strategies to enhance the SaaS website structure and user experience of your website:

• Know your user inside and out

Before you start designing anything, get to know your ideal customer. What are their pain points? How do they typically use software? As we have already discussed, conducting user interviews, surveys, and analyzing user behavior data are all great ways to gather valuable insights.

For instance, Notion’s website is designed to be very user-centric; it has a clean layout with ample white space, large-font headers, and easy-to-find menu options

We have listed some strategies to enhance the design and user experience of your website:

• Content organization for clarity

Your website's content ideally should resemble a well-organized filing cabinet. Information should be grouped logically based on user needs and interests. Categorize features, benefits, and resources in a way that makes intuitive sense for your target audience.

• Simple and scannable navigation

Simple scannable navigation is what makes a great SaaS website. Your site architecture must be scannable, for both PC and mobile websites, to ensure better readability as well as engagement. 

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For example, if you list your SaaS product features in an aligned layout, it helps readers understand it more efficiently. 

• Search function is your friend

Even with the best navigation, a powerful search bar is a must-have. Make it easy for users to find specific keywords or topics. Relevant search suggestions and accurate autofill features are a big plus.

• Visual hierarchy guides the eye

Use visual cues like size, color, and spacing to guide users toward important information and calls to action.

• Consistency is key

Visual hierarchy in SaaS websites is crucial for guiding users through the content effectively. By strategically organizing elements such as headings, images, and CTAs, SaaS companies can prioritize key information, improve readability, and enhance user engagement. A clear visual hierarchy ensures that users can quickly grasp the most important aspects of the website, leading to better conversion rates and a more satisfying user experience.

D. Compelling content strategy

A well-defined content strategy is the cornerstone of a successful SaaS website. It involves creating valuable content that addresses customer pain points, educates them on your solution, and guides them throughout the buyer journey. 

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HubSpot, for instance, excels in content strategy with a comprehensive resource section that includes educational blog posts, detailed guides, free tools, and regular webinars.

Content strategy is usually broken down based on the stages of the sales funnel. What are those? Let’s find out!

1. Bottom of the Funnel (BOFU) Content

This content targets users who are already familiar with your product or similar solutions and are considering making a purchase decision.

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At this stage, you can create comparison pages, alternative pages, product pages, use case pages, and customer testimonials (case studies). You can also include product demos, free trials, and clear calls to action at this stage.

2. Middle of the Funnel (MOFU) Content

This content educates potential customers about the value proposition of your SaaS product and how it targets their specific pain points.

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Some examples include interactive tools, market research reports, and product tour pages. Webinars, whitepapers, and blog posts with industry trends and best practices are also great MOFU content formats.

3. Top of the Funnel (TOFU) Content

This targets customers who are aware of a problem they’re facing but don’t know how to fix it. Content like listicles, ultimate guides, how-to articles, and thought leadership pieces are good examples. Social media posts, infographics, and explainer videos are additional ways to reach potential customers at the TOFU stage.

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Once you’ve understood the stage-wise breakdown of content, glance over these very useful tips to optimize your SaaS content strategy:

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• Integrate relevant keywords throughout your content to improve organic search ranking and drive qualified traffic to your website.
• Don't just create content, actively promote it! Utilize social media channels, email marketing, and influencer outreach to get your content in front of the right audience.
• Track key metrics like website traffic, engagement rates, and conversions to measure the effectiveness of your content strategy and identify areas for improvement.
• Tailor your content to different buyer personas to provide a more relevant and engaging user experience.
• People process visuals faster than text. Use high-quality images, infographics, and videos to break up text and make your content more visually ‘appealing.

Maximizing Conversion Opportunities

So far, one thing is clear: creating a killer SaaS product takes a ton of work. But the effort doesn't stop there. 

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Getting website visitors to take action–whether it's signing up for a free trial or becoming a paying customer–is essential. That's where conversion optimization enters the chat. 

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Conversion optimization is the process of systematically improving the percentage of website visitors who take a desired action. The goal is to get more results from your existing traffic. In fact, a minor conversion rate boost from 1% to 3% can potentially triple a company’s revenue. Instead of focusing solely on attracting more visitors, CRO helps you make the most of the people you're already reaching.

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Fun fact: The top 25% of businesses achieve conversion rates of 5.31% or higher, while the top 10% reach conversion rates of 11.45% or more.

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Here are some of the most effective Conversion Optimization strategies: 

1. Implementing CTAs strategically

If your CTAs are unclear or misplaced, people are less likely to convert into customers. Start with clarity–ditch vague CTAs like "Learn More" and instead tell users precisely what happens when they click: "Start Your Free Trial," "Schedule a Demo," or "Download Our Ebook." 

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Place CTAs prominently on your homepage, product pages, and within relevant blog content. A/B test different CTA colors, text, or locations, to see what resonates best with your target audience. Remember, personalized CTAs convert 202% better than default or standard calls to action. 

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Finally, think beyond the hard sell. On longer content or blog posts, SaaS websites can include smaller, more specific CTAs like "Get Our Free Guide" or "Subscribe for Updates." These “micro CTAs” can snag visitors who enjoy your content but aren't quite ready for a product trial. 

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A SaaS company like Figma nails SaaS website best practices by keeping the CTA as simple as ‘get started’. The CTA button never leaves the web page as it scrolls with the user and uses graphics in the drop-down menus to quickly showcase differences in product versions.

2. Scatter social proof and trust signals throughout the site

People need reassurance that your product works and your company is reliable before they commit.

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A detailed customer testimonial and case studies offer real-world insight into how your solution benefits others, addressing visitors' pain points directly. Featuring logos of well-known brands you've worked with builds instant credibility, signaling, "If they trust us, you can too!"

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For smaller businesses or startups, showcasing larger clients inspires confidence in your capabilities. Star ratings and reviews provide a quick snapshot of user perception, with both positive and constructive feedback demonstrating transparency and commitment to a great user experience.

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Encourage satisfied customers to leave reviews across relevant platforms, leveraging word-of-mouth validation to inform potential customers' decisions.

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Take a look at Kajabi’s website for inspiration. It stands out by prominently featuring its users through success stories, creator revenue, and testimonials.

3. Prioritize security and data privacy

Data security and privacy are often top concerns for SaaS companies considering SaaS solutions, and rightfully so. Establishing trust in this area is a must for conversions and long-term customer relationships.

Build trust through communication

Many SaaS companies, like the Salesforce SaaS website, have clearly communicated their security and data privacy policies.

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Be forthright about your commitment to security, especially when targeting B2B clients. This means having quickly accessible information outlining your specific security measures:

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• Encryption standards: Detail the encryption technologies you use both for data at rest and in transit (e.g., AES-256).
• Security protocols: Explain firewalls, intrusion detection, and any other network protection measures you have in place.
• Compliance: Highlight any industry-relevant certifications you hold (e.g., SOC 2, ISO 27001, HIPAA). Briefly describe your adherence to regulations like GDPR and CCPA when applicable.
• Disaster recovery: Outline your plans for data backup, disaster recovery procedures, and minimizing downtime in the event of an incident.

Have a clear privacy policy

Apart from being a legal requirement; a privacy policy is a sign of respect for your users. Make sure yours is prominently displayed with a clear link (often found in the website footer). Here's what to emphasize:

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• Types of data collected: Be transparent on your SaaS website about what information you collect, how it's gathered (forms, cookies, etc.), and why it's needed.
• Data use and sharing: Explain how user data is used to improve the product/service, and if it's ever shared with third parties. If you do share data, clarify the specific circumstances.
• User control: Outline the options users have for accessing, updating, or deleting their data.
• Plain language: Avoid technical jargon. Your average user should be able to easily grasp your policy.

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If your SaaS handles highly sensitive data, it is wise to add a dedicated security page to your website. This provides a central location for more detailed information, which will address concerns and smoothen the sales process for security-conscious leads.

Leveraging Analytics for Continuous Improvement

Successful SaaS companies are data-driven, using analytics to gain insights into customer behavior, product usage, and market trends.

Data-driven decisions

Leading SaaS companies don't rely on guesswork.  Analytics platforms like Google Analytics and Hotjar reveal how customers interact with your website and product.

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Tracking metrics like conversion rates, engagement, and click-through rates on calls-to-action (CTAs) pinpoints areas to improve. This data-driven approach isn't just theoretical–Ubisoft saw a 12% increase in conversions through A/B testing guided by analytics.

Enhancing user experience

With 79% of web users being scanners, crafting scannable content and a seamless 'above the fold' experience is a must. Ongoing optimization ensures your platform stays intuitive. 

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Data-driven improvements constantly refine the user's journey and minimizes friction and frustration.

Product and service improvement

SaaS products thrive on continuous improvement informed by customer feedback and analytics. This also keeps your software relevant and boosts its value proposition.  

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By tracking churn rates and understanding why customers leave, you refine retention strategies. This constant loop of feedback and improvement is how truly customer-centric SaaS product emerges.

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SaaS's recurring revenue model offers predictability, and optimization amplifies this benefit. The average company with fewer than 50 employees uses a whopping 16 SaaS applications–imagine the hidden growth potential within that number! 

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With analytics-driven optimization, you can forecast revenue accurately and identify the most promising areas for investment.

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The global SaaS market is expected to reach $307.30 billion by 2026. Every dollar and every customer interaction counts. Companies that analyze and respond to customer behavior can better align their services which leads to increased referrals and overall expansion.

Advanced Tactics for Growth-Oriented SaaS Websites

Tried everything but still not getting enough leads? Follow these advanced tactics in your SaaS website to significantly improve user engagement, streamline conversion, and increase your customer base and revenue.

1. Personalization and user segmentation 

Studies suggest that around 77% of consumers are more likely to choose brands that offer personalized experiences. Personalization enhances user experience by making things more relevant.

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It involves tailoring your website to meet the specific needs and preferences of individual users. This can be achieved through:

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• Dynamic content display: Customize the content displayed on the website based on the user’s past behavior, preferences, or demographic information. For instance, showing targeted landing pages to new visitors versus returning users can significantly increase relevance and engagement.

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SaaS websites like UserPilot offer localized personalization and targeted landing pages to capture a wider user base. 

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• Product recommendations: Use algorithms to suggest products or services that align with the user's past interactions. This is particularly effective in increasing upsell and cross-sell opportunities.

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See how cleverly SaaS websites like Loom offer personalized recommendations based on the time spent on their tool.

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• Customized user dashboards: Offer a personalized dashboard that highlights relevant features, content, and recommendations based on the user’s activities and profile.

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Here’s how SaaS websites like Notion do it.

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2. Designing effective conversion funnels

Conversion funnels act as a roadmap to guide users through the buying process efficiently. It outlines each step from the initial engagement to the final purchase. Key elements include:

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• Clear navigation: Each step of the funnel should be easy to navigate and that the user should know what action is expected next.

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• Minimized steps: Cut down the number of steps to a minimum to avoid losing users' interest. Each step should be necessary and lead directly to the next.

Utilizing lead capture forms

Lead capture forms are forms where visitors fill in their info. They should be placed where users are most likely to be engaged and willing to exchange their information, such as on landing pages, blog posts, and product pages. 

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Almost 50% of marketers agree that lead capture forms are their highest converting lead generation tool. To make sure these lead capture forms work, consider these tips.

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• Offer something of value like ebooks or white papers in exchange for users' contact details. 
• Position forms in easy-to-find locations that do not disrupt the user experience but are visible enough to encourage action.
• Keep forms simple and only ask for necessary information to reduce user burden and increase form completion rates.

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Progressive profiling comes to your aid here. It is a technique used to gradually gather more information about a potential customer through multiple interactions. 

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Instead of asking for all information upfront (often overwhelming), you capture it incrementally. This way, you enhance user experience by not asking for too much information at once.

3. Live chat and chatbots

When someone's on your site, about to buy, they might have a quick question. In those situations, live chat swoops in to save the day! Here's why it works:

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• Live chat lets you answer questions instantly, especially on those 'make or break' pages like the checkout.
• If someone seems stuck, a friendly live chat pop-up asking "Need help?" can make all the difference.

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Chatbots complement live chat. They're perfect for answering questions even when your team is asleep. Great if you have customers worldwide. Chatbots also handle all common questions, so your human staff can focus on the tricky stuff.

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Live chat and chatbots making things easier for potential customers.  Do that right, and you'll see those sales numbers climb.

Summing Up

We've covered a lot of ground on SaaS website best practices– from understanding your ideal customer to crafting the perfect content. The website of your SaaS business is where you introduce yourself, showcase your product's value, and turn visitors into devoted customers. To nail your website, know your ideal customer inside and out.

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Customize everything–from website design to content– to solve their problems and speak their language.

Also, your value proposition should be crystal clear the second someone lands on your site. Make it ridiculously easy for people to find what they need and take the next step.

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A well-crafted SaaS website is an engine for growth. When you put the strategies we've discussed into action, you'll attract the right audience and see your business thrive.

Build Your SaaS Website with Amply

Building a SaaS website that converts is not a joke. Your website affects your entire business reputation and well, there’s a lot at stake.

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Amply, is a team of professional Webflow SaaS website designers and developers, who can ensure that your website is ‘breaking news’ in the SaaS world. How? Book a discovery call with us to learn more. 

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