When someone says “well-designed website,” it doesn’t just refer to a site with pages that look good enough to represent your SaaS business. A well-designed website can effectively reach your business’s target audience, get you more leads, increase conversions, and keep your current customers happy. In short, a well-designed website can help your SaaS business grow.
The good news is that there are a few improvements that you can make to ensure that your website continues to contribute to your business’ success. And the first place to start is your website’s homepage.
Here, Arch Web Design, the best web design company in Ottawa, shares the most important elements of a modern SaaS website’s homepage:
Offer Value That Is Focused on the Customers
As you know, the first impression you make is crucial in gaining the trust of your audience and in driving conversions. It is, therefore, not surprising that the area of the website that requires your attention the most is the homepage’s hero section.
The first screenful that web visitors see when they get to your website is where they spend 57% of their viewing time. It’s only right that you optimize the elements found in this area. This way, you can immediately address any pain points of your prospective customers, engage them, and convince them that they’re in the right place for what they’re looking for.
Here’s the thing, though, most SaaS homepages go into describing the features and benefits of their software at once. While this can be a good strategy for when they want to set their company apart from the competition, it can also alienate their target audience who might not like brands that focus too much on themselves.
The answer to that is a customer-centric value proposition.
You can describe your products using the point of view of your audience. This means you should highlight what the potential customers can get from your product, for instance “maximize your online sales.” By showing your audience what they’ll get from you, you catch their attention. Then you can further discuss the features of your product that ensures they get the solution you promise.
Create a Low-Commitment CTA
Apart from the customer-focused value proposition in the hero section of your website’s homepage, it is the main call-to-action that plays a huge role in getting more conversions. That said, as you focus on the optimization of your website for success, you need to remember that most web visitors do not convert on their initial visit.
In truth, some experts suggest that it takes about six to eight touches before a potential customer turns into an actual one.
Now, what can you do to keep those first-time visitors from leaving your pages without getting them first as leads? A low-commitment CTA is a good option to try. This type of CTA does not invite web visitors to sign up or to pay for a subscription but to help you get people down the sales funnel. For instance, instead of getting your prospects to immediately subscribe, why not ask them to evaluate your core product first and provide you feedback? You can offer them this for free with no commitment and no risks involved. You can also provide demos and encourage your web visitors to take a look at what you have to offer.
An Effective Explainer Video
If you really want to make your SaaS homepage look modern, you need to have a video. It’s not only because video is becoming a very important type of content but also because it is one of the best ways to introduce your solutions to your prospects.
Many customers prefer to watch a video to learn more about a certain product or service. If you add this to the fact that most people get convinced to subscribe to a SaaS product after watching a video, it will be clear to see that explainers can indeed be one of the most important features of your SaaS homepage.
Visual Content of your Product in Action
Images play a big role in getting the attention of potential customers, and if you need your SaaS homepage to perform well, you need to utilize the right visuals of your products to enhance user experience.
Screenshots are an excellent way to highlight the features of your products and give insights into what your software offers and manage prospective subscribers’ expectations, too. You can also utilize videos to help your audience determine whether or not your product addresses their pain points and show them the functionalities that could address their needs.
One example of a brand that does really well in using visuals to their advantage is Notion, which doesn’t only add screenshots to its website but instead opts for GIFs. What this does is give the audience a glimpse of what the product looks like and several use cases, too.
Outstanding Social Proof
Another element that you need to have on your homepage is your social proof. By showcasing the testimonials, reviews, and ratings form your users, you can persuade others to subscribe to your services. After all, word-of-mouth advertising remains a trustworthy format and one that consumers always trust more than paid ads.
It’s worth noting that the best social proof type for your homepage depends on your target audience, too. For instance, if you want to convert risk-averse businesses, high-quality social proof is preferable over quantity.
On the other hand, if you are a B2C business that wants to take your social proof to a higher level, you can utilize, for instance, a floating Google Rating widget that always remains visible. You should also add testimonials that stand out. Videos can be effective for this.
No matter your goals, whether that’s to improve retention, get more leads, improve customer lifetime value, or to give a better customer experience, your home page should always contain convenient ways for potential customers to reach you.
If you want your brand to be able to provide exceptional customer experience, you should deliver speedy response times, consistency across all channels, multiple contact points, and efficient and knowledgeable staff. By adding more contact options on your home page, you can address the needs of customers for convenient access to your company.
Expanding contact points means investing in more employees and chatbot solutions that can provide support to potential customers. It also means giving your brand credibility a boost.