How to build SaaS websites that convert?

A good visitor-to-lead conversion rate for a SaaS website is only 5–7%. Yet, achieving and later boosting that number is no easy feat. But don’t worry, we’ve got your back.

In this article, we have listed four proven must-knows to help you get started with your SaaS website.

And to understand it better, let’s think of an A4 size page as a website page and divide it into 4 sections as shown in the figure below.

Now, the 4 must-know are, CTA, Emotion, Logic, and Fear. place them in the 4 sections as shown in the picture.

Now, let’s understand these must-knows!

Emotion

Your marketing strategies have led around a thousand customers to your website.

The first aspect that comes into play is Emotion. While building a SaaS website, the emotional aspect of the customer’s experience is the most crucial advantage you might get.

This is why you need to use language and spacing in the most appealing manner possible.

And use emotion to persuade them to check out your service/product.

And to do so you need to have clear answers to the following three questions.

1. What are your value props?
2. What’s your strategic narrative?
3. How do you differentiate yourself from others?

These aren’t your typical questions. Rather, they are the foundation for your entire website strategy. You need to therefore sit and brainstorm on all of these.

And when you have these answers you need to stick to those, throughout your website. If not, you’ll simply end up in the never-ending loop of “experimentation”.

If you’ve visited other SaaS websites; you might have noticed a thin bar after the “Emotion 1” section that houses a sleeve of logos.

That is the fine line between emotion and logic where you make your possible client want to trust you.

CTA

Call-to-action is something that makes the viewers want to click on it. Usually, you might have seen this in two formats, ‘talk-to-sales’ and ‘free-trial’. In your brainstorming for the 3 questions for the earlier topic itself, you’ll figure out which one fits your service and product the most.

And that’s what will go on your website. It’s recommended that you don’t do both, it’s either this or that. There are websites that flaunt both formats. But that reflects inconsistency, in their website and in their business.

Logic

This section is for those possible clients who prefer logical statements over emotional statements.

Therefore, this is where you’ll flaunt the benefits of your product or service, as well as anything else that would reasonably draw your client’s attention to your service.

The content that you could add in this section can be categorized into two, your product/service and your brand.

In the case of your product/service, you could add,

• The most attractive features of it, and
• Its actual use cases

In the case of your brand, you could add,

• The actual testimonials
• Case studies
• Funding information if any, and
• Your leadership team

And finally, you should add a CTA similar to the format you selected earlier.

Fear

This section is where you play with the FOMO. It could include an ebook or a pdf expressing the story of your brand and product.

Indulge them so that they can witness the benefits of your goods and service for themselves. The story format makes your manifesto more fascinating, which aids in drawing their attention to the actual product.

It’s obvious that in the beginning days of your startup you are bound to be in a constant state of turmoil regarding what shoe fits your business and your website. And most importantly in terms of how and where goes what.

Everything needs your constant attention and “experimenting”, as stated above, with the website will only increase your futile workload. We hope, this article might have provided you with at least some clarity for building websites that convert.

See you at the next one!

Reference: TK Kader Intercom

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