The Inner Workings of a High-Converting SaaS Website

SaaS websites play a crucial role in marketing software. They’re often the first thing potential customers will see when they engage with a company, and they’re the primary touchpoint for existing customers as well. As a mediator of lead generation, conversion, and retention, getting a SaaS website right can make the difference between meeting or not meeting business goals.

Getting it right

As marketers, we’re also consumers who likely interact with SaaS websites on a daily basis. As such, it’s easy to feel like we’re SaaS website experts just by virtue of exposure—but how much do we really understand about the inner workings of SaaS websites? The key to building an effective SaaS website is in tailoring its core elements to the unique product offering, business model, and audience in question, and that requires a from-the-ground-up and inside-out approach.

To tell us how to approach building an effective SaaS website from the ground up, we’ve brought back our website webinar series. Hanan Rasool, founder of the marketing consultancy Digital Rift together with eMa’s own Emerald Lindskog, shared trade secrets in four areas that have proven to be successful on SaaS websites they’ve built and researched:

• Creating lead magnets and using them effectively. To effectively use lead magnets, SaaS websites must ensure that their offer is relevant to their target audience, easy to access, and has clear and concise messaging that explains the value proposition of the offer.
• Knowing when to gate vs. ungate assets. SaaS websites must find the right balance between offering gated and ungated assets. While gating can help generate leads, it can also deter visitors who don’t want to share their contact information.
• Coming up with an asset and content creation strategy. For a successful content creation strategy, SaaS websites must identify their target audience, understand their pain points and interests, and create content that provides value to them. The content should also align with the SaaS website’s broader marketing goals.
• Differentiating your website and value from competitors. To differentiate from competitors, SaaS websites must identify their unique value proposition, which could be a specific feature, pricing model, or target audience. The website should also use clear messaging and branding that communicates the value proposition to visitors.