The Role of a SaaS Web Design Agency in Business Growth
The $247-billion-dollar SaaS market is showing no signs of slowing. If you are in this incredibly productive space, your SaaS product deserves to be represented by a world-class website. All the best SaaS tools — Dropbox, Asana, Mailchimp, Shopify — have one. A streamlined website leads to higher SaaS app conversion rates. Users are more likely to sign up for SaaS tools backed by reputable websites. Users can learn more about the SaaS products on these websites, read user reviews, resolve service-related complaints, and more.
Plus, if a SaaS website is optimized for search engines, it is likely to generate way more top-of-funnel leads than SaaS apps with no website backing. Given this, a leading SaaS design agency will never just offer SaaS app design services. They also offer to design a world-class SaaS website that perfectly complements the app and elevates the brand’s status in users’ minds.
The Role of a SaaS Web Design Agency
Most SaaS companies approach SaaS web design agencies with vague ideas of the types of websites they think are suitable for their brand and products. Design agencies of course meet their demands when it comes to crafting the website’s messaging, layout, or content. But, they do not just do that They also develop buyer personas to ensure that their design efforts resonate with the end-user. Instead of creating webpages based on the messages the client’s company wants to share, they develop webpages that focus on the messages the visitors want to see.
That is how SaaS websites carry visitors through the sales process — at every stage, they answer user questions, introduce them to relevant solutions, and earn their trust. By the time users enter the decision stage, they have seen too much content that has directly answered their questions already. So, the decision is already made.
Another great thing about professional SaaS website design services is that just like SaaS tools, they evolve with time. Over time, the types of visitors the site wants to attract can be redefined. Then, the whole process of attracting, educating, and earning new users’ trust can continue. Unfortunately, not all SaaS businesses understand the evolving nature of SaaS users. They have a “set-it-and-forget-it” approach to website design.
Their websites have remained unchanged and uninspiring for years. That’s not even the worst way to treat SaaS websites. Many SaaS companies do not even have functioning websites. Needless to say, these companies rarely find success. On the other hand, the SaaS companies that have dedicated web design agencies as long-term partners, take away all the market share. These agencies not only create world-class SaaS websites, they also maintain them. By constantly testing and applying small design changes, they keep SaaS sites optimized for user engagement.
How SaaS Web Design Fuels Business Growth
It is common for major SaaS companies to have dedicated “growth departments.” These ‘growth’ specialists work alongside the marketing and sales teams and have three fundamental responsibilities:
- Performance marketing, which involves creating/executing targeted marketing campaigns, content marketing, and other efforts to generate leads.
- Lifecycle management which involves keeping existing users updated about new features in the SaaS product.
- Funnel optimization is the process of refining the customer journey both before and after users sign up to increase the conversion rate.
Is there one digital tool you can think of that can help growth departments with all three of these tasks? You guessed it right — a well-designed website is the perfect ‘growth’ facilitating tool. It can serve as a central hub that supports performance marketing, lifecycle management, and funnel optimization. Here are some other key ways well-designed SaaS websites fuel business growth:
Educating Visitors About Your SaaS Product
High-quality, keyword-rich blogs, landing pages, case studies, product descriptions, etc., are perfect tools for educating users about how the SaaS product can solve their problems. The SEO-optimized content will also help attract the right type of ‘students.’
Strategic Business Asset
Many non-tech companies use their assets to inflate their market value. For instance, a construction company will treat all the equipment it owns as a critical business asset. Similarly, an insurance company will treat customer data and their intellectual property as valuable business assets. SaaS companies need to do the same with their websites.
SaaS websites can collect user data, enhance customer relationships, and unlock new revenue streams. It is also the first thing users look up when they learn about new SaaS products. SaaS websites are amazing business assets and they deserve to be treated as such.
Competitive Advantage
How many leading software and SaaS companies have their own websites? Most of them do. How many of these websites deliver memorable experiences? Not many. According to Contentsquare’s Digital Experience Benchmarks report, 1 in 3 visitors to software or SaaS websites experienced severe frustration in 2024.
This frustration was mainly caused by slow page loads and JavaScript errors. A SaaS web design agency can easily fix these problems and create a SaaS website that does not frustrate, but uplift users. Having such a well-designed, fast-loading, and user-centric website will certainly make your SaaS brand stand out from the competition.
Share Media
Do you not want to add demo videos or product explainer videos directly to your SaaS app? Good, don’t do it. A SaaS app is no place to share such multimedia. Embedding multimedia content into a SaaS app can bloat up its size and slow down its loading speed. A SaaS website on the other hand is the perfect spot to showcase demo videos, product explainers, and other engaging visuals. Just make sure to compress all images and videos before adding them.
Higher SERP Rankings
Your SaaS website can be easily optimized for search engines. All you need to do is invest in professional-grade keyword research, link-building, and other on-page optimization techniques. After that, you have a digital tool that keeps attracting qualified leads on its own.
Self-Service
Upload all documentation, tutorials, whitepapers, case studies, and FAQs to your site. Direct users to these resources whenever they have product-related queries. By reducing the need for direct in-app support, you make your SaaS app lighter.
Mobile Support
Only 30.5% of all visits to software and SaaS websites were made through mobile phones in 2023. Pretty soon that figure will reach over 50% and most of your visitors will be mobile users. Your website needs to be prepared for this reality. It needs to be totally responsive and mobile-friendly. A good web design agency will help you create such a site that’s a haven for mobile users.
Brand and Reputation
If your responsive SaaS website keeps delivering good experiences, pretty soon the news will go out. The more people know about your SaaS website, the better your brand’s public perception. Good website design will also instill a sense of trust among users. Their chances of downloading the app through the website will also increase drastically.
Conclusion
The top 100 public SaaS companies in the US have been steadily growing their revenues every quarter at an average rate of 22% since mid-2021. All of these SaaS companies have websites and dedicated web design agencies backing them. Now, are these websites or design agencies the sole reasons why these SaaS companies are so successful? Of course not. However, the fact that all the fastest-growing SaaS companies in the world have their own websites and design agency partners proves that a strong online presence and effective web design are critical components of their growth strategy.