You've developed great software for a specific need in your industry, but how do you get the world to know about it? While there are various marketing strategies, the best place to start is with a great website. This blog will guide you through implementing B2B SaaS website best practices to create a standout online presence that attracts both traffic and leads.
Related Content: A Complete Guide to B2B SaaS Marketing
Your software offering is complex, highly technical, and serves a niche market. Communicating everything your software can do can be challenging and requires some restraint. When in doubt, remember this simple acronym: KISS – Keep It Simple, Stupid.
When a visitor comes to your website, they should quickly be able to answer some very basic questions:
A good example of simplicity is Navarik, a B2B SaaS company that helps cargo owners and inspectors be efficient. Did you notice how they didn’t use fluffy language, distracting pop-ups, or a wall of text? This is a clear example of the less is more approach used perfectly.
Navarik's homepage communicates its purpose within five seconds and uses minimal text and images.
Your B2B SaaS design should complement the buyer's journey, not interrupt it. In the buyer's journey, there are three stages: awareness, consideration, and decision. Only in the decision stage is the buyer ready to purchase your software offering.
Your website and landing pages must appeal to each step of the buyer's journey. Provide resources, content, and calls to action that go beyond merely talking with a sales rep and scheduling a demo.
For example, let's say you're a B2B SaaS company offering a sales enablement tool.
By designing your website to complement each stage of the buyer's journey, you can increase the chances of converting potential buyers into paying customers.
Your website needs to be a wealth of information, not only about your products and services but about the industry you work with too.
To market your software well, your website must capture and nurture leads at all three stages of the buyer's journey. Use non-branded options to give consideration-stage visitors the best solution to their problem. Provide helpful resources and establish your brand as a credible industry resource.
One company that does a great job of this is our friends over at CEI. Their landing pages and content address visitors at all three stages of the buyer’s journey. Rather than just being a website that sells welding software, they use their platform as an authoritative and knowledgeable industry resource for everyone, not just those who can buy their software.
In conclusion, a winning B2B SaaS design is all about simplicity, complementing the buyer's journey, and capturing leads. With these three keys, your B2B SaaS website will drive traffic and leads that convert into happy customers.
Partner with Open Path, your trusted B2B SaaS consultant, and take your business to the next level. At Open Path, we’ve helped B2B SaaS companies transform their websites into authoritative industry voices that drive traffic, convert leads, and get results. And we can do the same for you.
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Amanda Thornton
