13 Mistakes in SaaS Website Design

B2B SaaSConversion OptimizationWebsite Design🕑 Reading Time: 17 Minutes

Effective SaaS website design goes beyond merely showcasing the features of the software. It serves as a powerful marketing tool, a customer support channel, and a lead generation platform.

A compelling SaaS website can significantly impact the success of the entire business, while a poorly executed one can lead to missed opportunities and lost revenue.

We’re going to shed light on 13 common mistakes that SaaS website owners often overlook. By identifying these pitfalls, you’ll gain a deeper understanding of potential areas of improvement for your website.

Mistake 1: Lack of a Clear Value Proposition

A value proposition is a concise statement that communicates the unique benefits a product or service offers to its target audience. It serves as the foundation of a SaaS website’s messaging, conveying why users should choose your particular solution over others.

Having a strong value proposition on the website is vital for several reasons:

  1. Differentiation: With numerous SaaS products available, a well-crafted value proposition sets a brand apart from competitors. It highlights the unique selling points that make the product stand out in a crowded marketplace.

  2. User Engagement: A compelling value proposition captivates visitors from the moment they land on the website. It immediately addresses their pain points and needs, encouraging them to explore further.

  3. Clarity and Focus: A clear value proposition ensures that both potential customers and the SaaS company itself have a crystal-clear understanding of the product’s purpose and benefits.

  4. Conversion Driver: Strong value propositions motivate visitors to take the desired action, whether it’s signing up for a free trial, subscribing to a plan, or contacting sales.

How to craft an effective value proposition:

Crafting an effective value proposition requires a deep understanding of the target audience, their pain points, and the unique benefits the SaaS product offers. Here are some steps to guide you in creating a compelling value proposition:

  1. Identify Target Audience: Clearly define the target audience and understand their needs, preferences, and pain points. Tailor the value proposition to resonate with their specific challenges.

  2. Focus on Benefits: Instead of merely listing features, emphasize the benefits the product brings to users’ lives or businesses. How does it solve their problems or make their lives easier?

  3. Keep It Concise: Aim to communicate the essence of the product in a sentence or two. Maintain brevity and purpose with your statements.

  4. Be Clear & Specific: Avoid vague or generic language. Be specific about what the product does and what sets it apart.

  5. Use Strong Messaging: Employ persuasive language that evokes emotion and captures the visitor’s attention.

  6. Test & Iterate: Test different value propositions with real users to see which resonates best. Iterate and refine based on feedback and data.

Mistake 2: Complex Navigation

When navigation is overly complex it can lead to frustration and confusion, ultimately driving users away from your site. However, a well-organized and user-friendly navigation system can enhance engagement, leading to higher conversion rates and improved customer satisfaction.

Common navigation & UX SaaS website design mistakes to avoid:

Best practices for improving website usability:

Mistake 3: Neglecting Mobile Responsiveness

Mobile users make up half of all internet visits, making mobile devices a primary channel of accessing the internet for a significant portion of the population.

If you neglect mobile optimization in your SaaS website design, your business will experience the following severe consequences:

Here are some tips and tricks for maintaining a well-optimized mobile website:

Mistake 4: Confusing Pricing Pages

Your SaaS pricing page is undoubtedly one of the most important pages for your website. In fact, 98% of SaaS businesses earned positive results from making core changes to their pricing policy. This is where the potential customer will evaluate your pricing packages to decide whether or not they want to do business with you.

Here are some common mistakes when it comes to building a pricing page:

Here are some tips for improving your pricing page to drive more conversions:

Mistake 5: Ignoring Call-to-Action (CTA) Optimization

Call-to-Action (CTA) buttons are the driving force behind converting website visitors into customers. A well-optimized CTA serves as a compelling invitation for users to take a specific action, such as signing up for a free trial, subscribing to a newsletter, or making a purchase.

CTAs act as a guide, directing users towards the next step in their journey through the website, ultimately leading them to complete the desired action. Without them, the visitors will not know what to do next. As a result, they’ll most likely bounce from your website and search for another solution.

Here are some CTA attributes you want to avoid for your SaaS website design:

Instead, try to incorporate these techniques for your CTAs:


Canva CTA example

Mistake 6: Lack of Social Proof & Testimonials

Since we live in a very digital world, we often lack face-to-face human interaction. Online social proof can boost your SaaS product’s authority and reliability despite this. Here are a few ways you can execute this:

Overall, showing social proof through reviews, feedback, communities, etc. will establish trust and drive customers to make a purchase with your business.


SaaS social proof statistics

Source: FinancesOnline

Mistake 7: Slow Loading Times

When a website takes too long to load, it can lead to increased bounce rates, decreased user engagement, and ultimately, a negative impression of the brand. Additionally, search engines like Google consider page loading speed as a ranking factor in their algorithms. Websites with slow loading times are likely to rank lower in search results, resulting in reduced organic traffic and visibility.

Here are a few ways you can identify website speed issues and resolve them:

Mistake 8: Outdated Content

Content is the backbone of any SaaS website, serving as a powerful tool to attract, engage, and convert visitors into customers. You want to maintain a competitive edge with updated and relevant content. Trends are always changing, especially within the digital landscape, so it’s imperative that you keep up with them. According to SEMrush, 42% of marketers said updating existing content has boosted their content marketing value

Here are some strategies to keep in mind when creating fresh and engaging content:

Mistake 9: Inadequate Security Measures

Implementing robust security measures not only protects user data but also plays a crucial role in building trust and credibility with customers. A secure website demonstrates the SaaS company’s commitment to safeguarding user information and maintaining a safe online environment.

Implement the following robust security measures for your SaaS website:

Mistake 10: Disregarding SEO Best Practices

An effective SEO strategy ensures that your SaaS website design gains maximum visibility, attracting organic traffic from users actively searching for relevant solutions. This is so important as over half of all website traffic comes from organic search. Ignoring SEO best practices can hinder the website’s discoverability, leading to missed opportunities for attracting potential customers and staying ahead of competitors.

Avoid these poor practices for your SEO strategy:

You want to make sure you’re optimizing on-page and off-page elements for better visibility:

Mistake 11: Not Utilizing Analytics

For your SaaS business, you want to make sure you are making data-driven decisions in order to improve your conversion rates and overall brand awareness. Keep your eyes on these key metrics for measuring your business performance:

Mistake 12: Ignoring Customer Support

When users encounter issues or have questions about a product or service, they seek prompt assistance and reliable solutions. Ignoring customer support or making it difficult for users to find contact information can lead to frustration, decreased trust in the brand, and potential customer churn. Prioritizing customer support fosters loyalty, encourages repeat business, and enhances the overall reputation of the SaaS company.

Try to implement these best practices to enhance your customer support efforts:

PandaDoc SaaS Chatbot integration example

Many SaaS companies implement these chatbots as it’s a quick solution for any questions or concerns that the website isn’t answering for the visitor.

Mistake 13: Lack of Testing & Improvements

In order for your SaaS business to grow you need to conduct testing and gather feedback on your product. If you don’t do this, you’ll likely remain stagnant and fail to keep up with the ever-changing environment of this industry.

A/B testing and surveys are only half of the process. If you ignore the results of those efforts, your research will be a waste. Identify the weak points of your business and figure out how you can make the customer experience better.

SaaS Website Design Key Takeaways

The good news is that for each mistake, there are actionable solutions to improve and optimize your SaaS website. By crafting a compelling value proposition, enhancing website navigation, and implementing mobile responsiveness, SaaS companies can create a seamless and engaging user experience. Incorporating social proof, optimizing loading times, and embracing SEO best practices can boost website visibility and credibility.

If you need another perspective on your company’s marketing strategy, Insivia specializes in designing effective SaaS websites that are built with the purpose to help you drive conversions.