Website Design for SaaS Companies
Website design for SaaS companies carries more weight than almost any other type of business site. It is the product's first impression, its best salesperson, and the primary channel for converting strangers into subscribers.
In other words, getting the web design right determines whether potential customers understand the product, trust the company, and take action.
How do we know? The Nine is a digital marketing agency with offices in Tuscaloosa, AL, and Portland, OR. We've designed and built websites for SaaS companies across the United States where clear messaging, smart architecture, and conversion-focused design directly impact recurring revenue.
SaaS Websites Play by Different Rules
Most business websites have a straightforward job. An e-commerce store shows you a product. A service company describes what they'll do for you. A SaaS company has to do something much harder… It needs to make an intangible product feel concrete, trustworthy, and worth a recurring monthly payment.
Good SaaS website design accounts for this from the start. Effective SaaS web design starts with acknowledging that the site itself is the closest thing to a product demo most visitors will ever get.
Making an Invisible Product Feel Real
Nobody can hold software in their hands. The website has to bridge that gap with engaging visuals and interactive elements that show the product in action. Screenshots, product tours, demo videos, and animated walkthroughs all serve this purpose.
But showing the product alone isn't enough. You also need to contextualize it.
A hero section showing a clean analytics view becomes powerful when the headline above it says, "See exactly where your revenue is coming from." That combination of visual proof and benefit-driven language does the work that a physical product would normally handle on its own.
Designing for Multiple Audiences at Once
Not every visitor is at the same stage, and this is where most SaaS sites fall short.
Research-stage visitors need educational content and important information that helps them understand the category.
Comparison-stage visitors need feature pages, pricing transparency, and case studies.
Ready-to-buy visitors need a frictionless signup flow with as few steps as possible.
Your site architecture needs clear pathways for each group. Cramming all three into a single "Schedule a Demo" landing page leaves money on the table because you're only converting the smallest audience while losing the other two.
Pages Every SaaS Website Needs
Before obsessing over color palettes and typography, get the page structure right. These are the core pages that form the backbone of any effective SaaS site.
Homepage
The homepage has roughly five seconds to communicate what the SaaS product does and why it matters. A clear value proposition above the fold is non-negotiable.
Pair it with product visuals or a short hero section video, a primary call to action, and a row of customer logos for social proof. Customer testimonials placed further down the page reinforce credibility once the visitor has started engaging with your messaging.
As mentioned above, leading with benefits over features is critical here. "Automate your invoicing and get paid 2x faster" communicates value. "AI-powered invoice generation with API integrations" does not.
Product and Feature Pages
Each core feature or use case deserves its own dedicated page. These pages should pair the feature with the specific pain point it solves, then prove the claim with a customer story or concrete example.
Organizing key features by user role or use case rather than listing them in a grid speaks more directly to your target audience.
A well-structured feature page follows a simple pattern: state the problem, introduce the feature as the solution, explain how it works, and include a data point that validates the claim. This mirrors how buyers actually evaluate a SaaS platform.
Pricing Page
Pricing transparency builds credibility. The standard approach is a three-tier structure with clear plan names, a comparison table, and an FAQ section that handles objections directly on the page.
Don't hide starter or mid-tier pricing behind a "contact sales" wall. A custom enterprise quote tier is fine, but visitors who can't find basic pricing often leave and check a competitor's page instead.
Solutions and Landing Pages
A healthcare buyer and a retail operations manager have completely different concerns, even if they're evaluating the same product. Solutions pages and dedicated landing pages let you segment messaging so each audience sees content tailored to their challenges, compliance requirements, and success metrics.
The result is a more intuitive user experience where every visitor feels like the site was built for them. Organize these pages by industry, department, or use case, depending on how your buyers describe their own needs.
Blog and Resources
The blog is where most SaaS companies build organic search authority. This is especially true for B2B SaaS, where buyers research extensively before talking to sales. A hub-and-spoke content model works well: broad pillar pages link to detailed articles covering specific sub-topics, building topical depth that search engines reward.
Pro tip: Add a “Key Takeaway” section to your blog so your visitors can quickly skim the page and understand what they're in for!
Case Studies
A case study showing a real customer achieving measurable results is one of the most persuasive assets a SaaS company can produce. Include specific numbers whenever possible.
"Reduced onboarding time by 40%" carries more weight than “significantly improved onboarding” because prospects who see case studies with proven results are far more likely to convert into leads.
About and Trust Pages
Buyers entering a subscription relationship want to know who they're partnering with.
The about page communicates your company's story and mission, while trust pages display security certifications and compliance badges (SOC 2, HIPAA, GDPR, etc.). In regulated industries, these signals can make or break a deal.
Build Clear Site Architecture
How your pages connect determines whether visitors find what they need or bounce. Strong site architecture also directly impacts how search engines crawl and index your content.
Keep the Primary Navigation Simple
Limit the main navigation to five to seven items. Product, Solutions, Pricing, Resources, and Company is a proven structure. Everything else belongs in the footer or secondary navigation.
When the nav tries to do too much, visitors face decision paralysis. They scan the menu, feel overwhelmed, and default to scrolling the homepage without clicking deeper.
Intuitive navigation removes that friction and improves user engagement.
Organize Content Around Pillar Pages
Pillar pages covering broad topics should link to detailed subpages. Each subpage targets a more specific keyword while the pillar captures broader search intent.
For example, a project management SaaS might have a pillar page on "Team Collaboration" that links to subpages on file sharing, task assignments, and communication tools.
Use Clean URLs and Strategic Internal Linking
Clean, nested URLs that reflect your site hierarchy make navigation intuitive for everyone. Here's an example:
- Great URL: www.yoursaaswebsite.com/solutions/healthcare
- Poor URL: www.yoursaaswebsite.com/page-2847
Internal linking between related pages distributes authority and keeps visitors moving through content rather than hitting dead ends.
Every feature page should link to relevant case studies, and every blog post should connect back to the product or landing page that addresses the topic being discussed.
Use the Footer as a Second Navigation Layer
The footer catches everything that would clutter the main nav: support docs, integration directories, legal pages, and career listings. It also prevents orphaned pages, which are invisible to both users and search engine crawlers.
If someone scrolls to the bottom without clicking your primary CTA, the footer gives them another set of options rather than a dead end.
Visual Identity That Builds Trust and Drives Conversion
Site architecture and page structure get visitors where they need to go. Visual identity is what makes them want to stay.
For SaaS companies, the design and branding of your website becomes a proxy for the quality of the product behind it.
Choose a Color Palette With Purpose
Blues and greens dominate SaaS because they signal reliability and calm, but the best SaaS brands use color strategically rather than defaulting to what's safe.
A bold accent color for CTAs, a neutral background that lets product screenshots breathe, and consistent brand colors across every page create a cohesive experience.
These choices directly affect your conversion rate, because visitors form opinions about your product's quality based on the visual polish of your site. A mismatched or generic color palette signals that the product behind it might be equally careless.
Pair Fonts for Clarity and Hierarchy
Clean, modern sans-serif fonts are standard in SaaS for a reason. They're readable at every screen size and project clarity. Pairing a strong heading font with a lighter body font creates visual hierarchy without cluttering the page.
Small adjustments here are a form of conversion optimization that compounds over time. If visitors can scan your headings and immediately understand what each section offers, they stay longer and engage deeper.
Use Whitespace Generously
Whitespace is the design element that separates professional SaaS sites from cluttered ones. Generous spacing around headlines, CTAs, and product visuals gives each element room to communicate on its own.
One peek at well-designed page will let you see that letting your most important elements breathe makes them more effective than adding more content ever could.
Design for Every Screen Size
Responsive design ties all of this together. A significant share of SaaS traffic comes from mobile, and a site that looks polished on desktop but breaks on a phone undermines every other design decision you've made.
Test every color choice, font pairing, and layout across devices before launch. What reads as elegant spacing on a wide monitor can feel like wasted space on a phone.
In other words, responsive design requires its own set of deliberate choices rather than simply shrinking the desktop version.
How Design Shifts Across SaaS Industries
An email automation tool and a healthcare project management software may both be SaaS, but their websites need to communicate very different things.
Since design trends vary significantly across verticals, looking at how different SaaS brands approach their sites is one of the best sources of inspiration.
Tech and Productivity SaaS
Companies like Notion, Slack, and Zapier serve as strong website design examples in this space. Their design language tends to be bold and sometimes playful, with interactive product demos sitting front and center.
The reasoning is straightforward. The product itself is the primary selling point, so letting visitors interact with it immediately reduces the trust gap.
Color palettes are simple, visuals are used to demonstrate how the product works, and the messaging stays benefit-first and jargon-free because these tools serve a wide audience, from solo freelancers to enterprise teams.
Fintech SaaS
Financial software carries a higher burden of proof than most SaaS categories. Visitors won't enter payment information or connect bank accounts unless every design element, from the restrained color palette to the precise typography, reinforces confidence.
Stripe is the reference point many fintech sites aspire to. Their site uses modular panels that break complex financial concepts into digestible sections, with clean lines and strong visual contrast guiding the eye. Compliance badges appear early on the page.
Healthcare SaaS
Healthcare SaaS operates under stricter constraints than most verticals because regulatory compliance is the baseline expectation. HIPAA, GDPR, and other frameworks need prominent placement, and the visual identity should reflect the seriousness of the industry.
Calming color palettes built around whites, blues, and greens are standard here. They signal trust and reduce the anxiety that accompanies decisions about health data.
Many healthcare SaaS products also serve two distinct audiences (patients and providers) which frequently requires separate navigation pathways or a dedicated landing page for each group.
B2B Enterprise SaaS
Enterprise SaaS sites like Salesforce and HubSpot deal with longer sales cycles and larger buying committees. The website needs more content layers to address multiple stakeholders, from the end user evaluating features to the CFO evaluating ROI.
Detailed feature breakdowns, ROI calculators, and case studies with hard numbers are standard.
The content management system powering these sites needs to handle frequent updates and localization without requiring a developer for every change. Reliable hosting and maintenance also become critical, because even brief downtime erodes the credibility you've built.
How Nine Can Help
Building a good SaaS website that converts takes more than a checklist. It requires design, web development, and marketing strategy working together to move visitors through the buyer journey.
That's what we do at The Nine.
We are SaaS web design agency that builds sites with clear architecture, compelling messaging, and conversion paths for every stage of the funnel.
Whether you need a full site build or a strategic redesign, we handle everything from brand identity through ongoing digital marketing and optimization.