21st May 2021
How to find your SaaS product’s audience
Every website requires strategic planning and quality execution, when it comes to SaaS the process is no different. However it can be an even harder task to create a website that both fully explains the product and grabs your customers’ attention to make them stick – especially as the services are intangible.
There’s no two ways about it, SaaS is competitive. Customers expect a SaaS website to wow them with top level UX by looking incredible, being intuitive and easy to navigate. But as web design has evolved, the competition to have a top tier SaaS website has stepped up…
So you’re probably wondering what makes a great SaaS website? There are several elements required to ensure your SaaS website is attractive and provides your users with exactly what they need to see as quickly and concise as possible.
You need to be able to communicate; who you are, what you do and why your potential customer needs you.
Let’s take a look at the elements required to make a great SaaS website…
If there’s one thing you need to get right with a SaaS website it’s being clear on the value proposition to potential clients. The formula for your headline is simple; resonate with your customer’s pain points and show them that you have the solutions.
Your visitors aren’t going to stick around unless you’re grabbing their attention and inspiring them. It’s all well and good having a great value proposition headline but you need to back it up with an inspiring hero element.
The hero element can be an image, carousel or video but it needs to fit with your headline and encourage users to interact. What’s the point in spending time and budget on a video if you’re not making it easily accessible or enticing?
Videos are typically the most popular option as they help to reinforce your value proposition through entertainment while doing so quicker than you can through images and copy.
Users are more likely to believe the information they are reading if it is backed up by proof. Advertising is great for getting users on site, but they really want to know if what they’ve seen is true and can be trusted.
Whether you’re showcasing testimonials, social media feedback, logos from authoritative publications or high profile clients, the evidence you provide adds both authority and credibility.
One of the most important… and commonly misused elements required for a great SaaS website is a call to action. Let’s face it, the reason why businesses advertise is to get potential users on site to capture details. Lead generation is everything.
But it’s so common to see misuse of a CTA. A good call to action is clear and obvious, stating exactly what benefit the user will receive when they complete the action. If you’re offering something in return for their details, make it enticing, not generic.
CTA has to be easy to use, you don’t want potential customers bouncing because they have to provide loads of information, at this stage a forename and email address is more than enough.
Once you’ve got details captured it’s all about the strength of your communication.
An effective CTA is helped by communicating clearly with your audience that you are handling their data properly. Everyone’s email inboxes are saturated with promotional messaging and spam, so not only are users reluctant to sign up to something that will create more clutter, but they’re also more aware than ever of how companies mishandle data.
Since all the communication on a SaaS website is geared up to showcasing your product and brand positively, the use of live chat should be no different. Again, an important element to make a great SaaS website, especially to open communication with visitors.
Live chat shouldn’t be invasive, it should offer value to users. There are plenty of options for chat, whether initially as a virtual rep, outsourced or internally managed they should all showcase that your business provides top level customer service and communication.
Finally and perhaps not the first element everyone thinks of, but a navigation bar is an element that every great SaaS website should include.
You may be thinking ‘hang on, we want them to convert, not get distracted and click away’ and for the most part you’d be right. However, letting your users navigate for themselves is an example of great UX and immediately creates a sense of freedom, not restriction.
It’s all about adding value. Each of the elements mentioned throughout should be used in a way to communicate and showcase to the end user that the SaaS product is the solution they’ve been looking for.
If executed properly they should result in higher quality leads to provide the opportunity for more sales.
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