Web design for SaaS
A SaaS marketing site has a specific job: explain a product people cannot hold, and get them to try it.
This is a different problem from a brochure site. The visitor is usually comparing several products, and the pages that decide it are the ones most sites treat as afterthoughts.
The pages that carry the weight
- The pricing page. Often the most visited page on the site. Hiding prices loses more trials than it protects.
- Feature pages that describe outcomes rather than listing capabilities.
- A comparison page if you have obvious competitors. People search for it; better they read yours.
- The signup flow. Every field between interest and trial costs you conversions.
Keeping it maintainable
SaaS marketing sites change constantly — new features, new positioning, new pricing. A site that needs a developer for every copy change becomes a bottleneck within a month.
Build it so your marketing team can add a page, change pricing and publish a post without filing a ticket. That is worth more over a year than any amount of visual polish.
Common questions
01Should we publish our pricing?
Almost always yes for self-serve products. Buyers filter on price whether you show it or not, and hiding it mostly loses people who would have converted. Enterprise tiers can stay 'contact us'.
02Do we need a blog?
Only with a commitment to publish. For SaaS, content is often the main acquisition channel, but that requires a real cadence. Three abandoned posts do nothing.
03Marketing site or in-app?
Keep them separate. The marketing site optimises for people who do not have an account; the app optimises for people who do. Merging them serves neither well.
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