In short, a B2B Software as a Service (SaaS) company strives to solve problems and pain points for businesses by hosting applications on the internet.

In the cloud-based model, software products are hosted on the company’s server but can be accessed and utilized by customers remotely.  B2B SaaS companies handle several business functions, including customer services and relationship management, enterprise resource planning, invoicing and accounting, human resource management, and project management, among others. As such, they have potential clients across various industries and countries, stressing the need for B2B SaaS companies to have a strong digital presence and a working website. According to Crunchbase, SaaS organizations are now operating in over 100 countries. While you may have credible solutions and software applications, your website is your first point of interaction with your clients. As a result, it’s imperative to attract prospective customers and businesses through a fascinating website to complement your business objectives and product offerings. 

Creating a Good B2B SaaS Website

Having a good website is non-negotiable for a B2B SaaS company, as most clients expect that they can interact and close business deals with you online. Hence, your website is an essential part of your business. Below are the steps you can follow to develop a good website:

Defining your goal

The first step in creating a website is to articulate clearly what you intend to achieve. As a B2B SaaS business, your website should communicate your product and service offerings, and what makes the products unique compared to that of your competitors. Identifying the purpose of the website helps you set the right context and communicate your brand message. Your target customers can easily be guided when they navigate through your site, thereby equipping them with all the relevant information they need to become clients. 

Find a domain name

This is the part in which you have to be creative. Coming up with a domain name sounds simple, but it can be quite challenging. You have to think beyond having a nicely-worded domain name. Your chosen domain name should resonate with your brand image, and it also needs to be original to avoid using unnecessary prefixes or suffixes. This is because having a simple and original domain name makes it easy for your visitors to remember your brand’s name, thereby encouraging subsequent visits to the site.

Web hosting

Since some hosting plans come with a domain name, you can register one along with purchasing a web hosting plan. Investing in one that works well for you can be challenging. However, a plan is more suitable when you are just starting as it’s affordable and has a flexible pricing model.

Web design

After getting a web hosting plan, the next step is to start your web design, and this is the most difficult part of creating the website. As highlighted in the section below, you have to infuse several features into your web design to attract the right audience and increase your conversion rates. You can use exciting web design templates that can be modified to match your preference and taste. You can also choose to build one from scratch, adding in all the features you want. One thing you should bear in mind is that your web design speaks a lot about your brand identity. So, it’s vital to ensure that the website leaves a good impression on your visitors.

Content development

Many businesses spend a lot of time developing a good web design without putting in enough effort to come up with creative web content like an effective blog or article series. Beyond visuals, words on your website are very important. Hence, they should be powerful enough to influence your target audiences. It is recommended that you employ a professional content writer who can help you devise the right and powerful language that best suits your brand.

Digital marketing strategy

After creating your web design and content, getting the right customers to visit your website can be difficult. However, with the right digital marketing strategy, you will be one step closer to reaching your client base. Some components of an effective strategy include the development of a solid web design plan, producing a bi-weekly blog series, offering free resources, publishing a monthly newsletter with relevant promotions, organizing a referral program, and the hosting of a quarterly webinar.

Google analytics

As a website owner, you should understand the type of audience you attract. Google analytics help you provide insightful information about your website visitors.. Knowing what they do, what they are looking for, how they got to know about your business, the type of information they search for, can help you understand the type of software solutions to offer. It can also be helpful in product design and development. Moreover, this analytics platform is free, and enables you to get useful data and insights at no cost.  

What makes a good website?

When creating a website for your B2B SaaS company, you have to be sure your website mirrors the brand image of your company. It should help you attract the right audience and increase your client base while communicating the right message to them. A well-designed and structured website is highly effective in boosting sales. Let’s take a look at some of the essential key features of a good website: 

Website purpose 

In designing your website, do not forget that the major goal of having a website is to reach more clients. Hence, your clients should clearly understand the purpose of your website, the kind of products you offer, the services you render, and the industry you operate, among other important features.

Avoid complexity

Your website should be simple and user friendly. To achieve simplicity on your website, you should have the right selection of color, imagery, and typography. The color you select communicates a powerful message, and you should make sure it is communicating the right message. Use a color set that suits your brand identity and avoid using too many colors or bright colors. Beyond colors, imagery matters as well. Select relevant pictures, icons, and visuals that express your thoughts and brand reputation. Typography contributes to the simplicity of your website. Use readable fonts and avoid using too many fonts.

Structured reading pattern

A research study revealed that people are more likely to see things at the top or left side of a screen. An effective website and its content structure should work with the natural reading pattern of humans. Hence, you can structure your website properly and put the most relevant information on the top or left side of the screen.

Simple navigation panel and platform

Visitors are largely turned off when they struggle to move around the website. To get your prospective customers more engaged with your website, you have to put in a strategic plan to ensure navigation is simple and seamless. You can categorize information and major products into different sections to avoid confusion.

Visual arrangement

It is normal to have several images, colors, texts, icons, and customer logos, among others, on your site. However, you should neatly arrange the elements of your website according to their order of relevance. This will help enhance user engagement and guide your visitors to find the right information. 

Quality content

Beyond visuals and illustrations, your website should have quality and relevant content. Using the right words and compelling language in the form of blog posts and customer testimonials will boost your chances of converting your website visitors to clients. Encourage your content managers to use captivating words to influence the decisions of your visitors. With this strategy, you will attract the right audience and influence visitors to become actual clients or buyers. 

Load time and mobile friendly

As a B2B SaaS company, your clients are business entities who prioritize time efficiency. Thus, work on improving the load time of your website and optimizing it for mobile use. According to research, over 80% of internet users use mobile devices to surf the web. Therefore, you must build a website that can be viewed and accessed on both mobile devices and computers, improving the likelihood of sales conversion rates and customer satisfaction.

Best B2B SaaS Websites

The demand for SaaS solutions has grown significantly, creating a more competitive business environment. As such, having a good web design becomes imperative as it helps any SaaS company become attractive to its target market. Below is a list of B2B SaaS companies with websites that should serve as great inspiration for your organization:


Mailchimp offers seamless messaging solutions for businesses. It helps businesses send out bulky mails quickly in a short period, and it’s one of the best B2B SaaS websites due to such amazing product features. Mailchimp has a good and efficient landing page, a detailed list of available products, and professional designs without unnecessary imagery. In addition, this effective tool also has a simple navigation panel.


Dropbox also has a good web design with a clean page layout. Relevant information about the company, who they are, and the services they provide are boldly written on the web page. The file hosting service also has a signup form that guides visitors in using their services.


Bench successfully infused corporate style into a lighthearted design without losing its unique brand identity. The landing page is clear, and the services they offer are stated without confusion. You can conveniently sign up for their services and easily explore the website.


Kissmetrics has clear and relevant information on its website. The graphics are properly outlined, encouraging you to explore and drill out for more information. They also provide feedback from clients, thereby building credibility and trust with the audience and potential customers. Other interesting B2B SaaS websites with good designs are Typeform, Slack, Sprout Social, Fullstory, and Litmus, among others.

Grow your SaaS Business with Insivia

For additional insight on the latest industry trends, design inspiration and the best tech websites for SaaS companies, feel free to reach out to us at [email protected]

About Insivia

Insivia is a Strategic Growth Consultancy helping software & technology companies scale through research, brand strategy, integrated marketing, web design, and retention.