10 Best SaaS Websites: What They Can Teach Us About UX Design

Want to master the art of SaaS website design? Learn what the ten best SaaS websites do so well and how to replicate it.

10 Best SaaS Websites

10 Best SaaS Websites: What They Can Teach Us About UX Design

Why does design matter so much in the SaaS space? 
It’s about creating an intuitive path that not only draws users in but also keeps them engaged enough to convert.

Great web design transcends looks; it’s about crafting an experience that feels personalized, reduces friction, and focuses on satisfying customer needs. 

So, what can the top SaaS sites teach us about mastering UX? 
We’ve analyzed 10 leading SaaS websites to understand the key to user experience mastery.

Let’s find some website design inspiration and ideas.

This Article Contains

Let’s begin!

What Makes a Great SaaS Website?

Not all websites are created equally. 
However, some of the best SaaS websites follow a tried and tested formula. 

Here’s the secret sauce of a great SaaS website:

A) Clean User Interface

SaaS pages tend to have a lot of content and are prone to attracting clutter.

If you want your website to be easy to read, you need to switch to a minimalist layout, have a limited color palette, and maintain adequate white space across the design elements.

Clean user interface in action:

Source: Bubbles

Bubbles keeps it clean by sticking to only three colors, using a light gradient as a background, and spacing out the text from the images making the screen pleasant to view.

B) Crystal-Clear Messaging

A lot of SaaS websites focus on making the homepage copy sound witty. 

The downside? 

It can confuse visitors as they might not understand what you’re trying to say. 

Your copy & visuals should show (not tell) the benefits of your product through a clear value proposition. By seeing the benefits through statistics or demos, visitors are more likely to pay attention to your product and remember it later.

Crystal-clear messaging in action:

Source: Gusto

Gusto shows users what they can do with their HR platform rather than talking about its features. It also includes metrics such as “#1 payroll software” and “3 out of 4 customers say that they run payroll in 10 minutes or less,” which indicates that Gusto works well for its users.

C) Impactful Hero Section

This is your elevator pitch. 

You have just 2.6 seconds to capture your audience’s attention. No pressure!

So how do you do that?
This section should specify what your product does as briefly as possible and make them curious to learn more. The best SaaS websites do this through intriguing copy and eye-catching visuals.

Impactful hero section in action:

Source: Ahrefs

Ahrefs’ hero section uses bright colors like blue, yellow, and orange, along with a unique display font. The copy is equally bold, telling users that Ahrefs is a comprehensive solution for SEO needs. 

D) Strategic Call to Action

While it’s important to let visitors find their way through the SaaS website, you need to nudge them in a direction that guides them to converting.

Some of the best SaaS websites create opt-ins or banners with a CTA button to prompt visitors to view a demo, download free resources, sign up for their newsletter, and other key actions. 

These CTAs can directly impact conversion rates, leading to more MQLs (marketing qualified leads) or new customers.

Strategic CTAs in action:

Source: Accuranker

Accuranker utilizes a floating bar opt-in that leads users to schedule a meeting with the sales team. If users don’t want to contact sales, the second opt-in gives them an option to start a free trial.

E) Feature Pages

This page is the moneymaker, as most of the decisions about buying a product are made here. 

It should give the users a feel for the product before they have a chance to try it out. 

Showing the tool in action and demonstrating its benefits can go a long way in piquing your audience’s interest. Some of the best SaaS websites add a bit of fun by creating feature pages that are interactive and engaging.

Feature pages in action:

Source: Webflow

Webflow, a web development SaaS platform, is able to demonstrate its animation features by letting users play around with it. 

F) Intuitive Navigation

It’s easy for visitors to get lost in a sea of pages.

To make a website’s navigation buttery smooth, you would need to identify your ICP (ideal customer profile), understand their needs, and step into their shoes when building a user flow. 

It helps you predict their next steps, creating a user flow that knows what the visitor would want next without them asking for it. 

You can also utilize Google Analytics to see what paths your users take and build a flow around them.

Intuitive navigation in action:

Source: ClickUp

ClickUp understands that first-time visitors would want to learn more about the tool through blogs and resources. 

So, instead of hiding them behind a link, they display the latest blogs on the navigation bar itself. This way, the users can directly access the content, saving a few clicks.

G) Social Proofing

Showing social proof is the golden ticket to increased conversions. 

90% of users are more likely to make a decision after reading a customer review!

SaaS Websites can instantly gain trust when they include customer testimonials and case studies on their homepage.

Social proofing in action:

Source: Culture Amp

Culture Amp keeps its customer testimonials up front and center on the homepage to show why its customers like their services.

H) Comparison Pages

These pages are great for attracting tons of potential customers to your SaaS website. 

Not only are they great for SEO, but they help with conversions, too. SaaS companies that implemented such pages increased signups by up to 54%.

The best part about these pages?
You can instantly create them at scale through programmatic SEO! 

This way, you can have 1000s of comparison pages in no time — contact our team to find out more.

Comparison pages in Action:

Source: Hive

Hive’s comparison pages compare their competitors’ features and g2 ratings to show why Hive is the best option for users.

I) Use Cases

SaaS platforms are designed to be Swiss army knives with a range of use cases.

In order to help their audience understand how to use the tool for their specific needs, the best SaaS websites have a landing page for each possible scenario where their platform will come in handy.

For example, if you run a project management tool that can double up as an employee time tracker and an HR management tool, creating a separate landing page for each use case would be the best practice.

It makes it easier for visitors to understand how your SaaS adds value to their business, as they can easily identify how the tool solves their unique needs. 

Use cases in action:

Source: Miro

Miro shows how it can be used for different design, software, and web development processes, such as mind mapping, retrospective planning, etc.

J) Persona Pages

Unless you’re building a SaaS product with a niche use case, your audience will most likely be diverse. 

To ensure each journey through the website feels customized for different personas, SaaS websites can have a separate landing page for different job roles, use cases, and industries. 

Persona pages in action:

Source: Spendflo

Spendflo, a SaaS spend management tool, knows that different teams of the same company might use their SaaS differently. So they’ve tailored 3 different experiences that showcase different benefits and features, depending on the persona.

K) Support Pages

With thousands of people using your tool, there will be users who will inevitably run into loads of problems.

To prevent users from getting frustrated and moving away from your SaaS, you would need a solid support system. 

Instead of spending tons of $$$ on customer support professionals, some of the best SaaS websites set up a dedicated help wiki, quick start guides, and a knowledge base to help their users find the answers themselves. 

Support pages in action:

Source: ClickUp

ClickUp has a help center that allows users to search for their problems while offering resources to help them learn more about the SaaS platform.

Users can also explore a variety of help articles spanning different categories such as onboarding, views, integrations, etc.

L) Pricing Page

Unless you are an enterprise SaaS suite where pricing has to be customized, you should have a clear pricing page. 

Your users would appreciate it if they could know every key feature each paid plan offers, and it could greatly reduce the time taken to make a decision. 

By using comparison tables, visitors can easily appreciate the value of your high-tiered plans and be more inclined to go for them. 

Pricing pages in action:

Source: Toggl

Toggl highlights the Premium plan and showcases its additional features, leaving the impression that the Premium plan is a better option.

M) Company Pages

Enterprise solutions like PM, CRM, HR suites, etc., are high investment decisions, so there would be a certain level of scrutiny placed on them. 

Customers would want to know more about the SaaS company before they partner up with them.

To verify the credibility of the SaaS, users may take a deep dive into pages for the team, press mentions, investments, and the company history. 

Company pages, along with social proof, can quell any doubts or concerns about the company by providing concrete evidence of their reality and trustworthiness.

Now that we know what makes a website great let’s take a look at some of the best SaaS website examples. 

The 10 Best SaaS Websites and What They Do So Well

Here are ten SaaS websites that offer a great user experience:

1. ClickUp

What is ClickUp?

ClickUp is a lot of things: a project management tool, a planner, and a wiki. With a great number of tools (and web pages) comes a great responsibility to have a simple, clutter-free SaaS website. And ClickUp does the job well.

What ClickUp Does Well

1. No Nonsense Hero

Within the first five seconds, ClickUp’s hero section (shown above) displays its main value proposition, making it clear to the potential user what they should expect from the tool. It has a CTA button with a large touch target, prompting visitors to interact with it. 

The G2 rating is a nice touch of social proofing, which makes this successful SaaS website more credible.

2. Balanced Visual Design

ClickUp’s website design plays with colorful graphics and custom-made illustrations against a neutral pastel backdrop, making it visually bold but not so in your face. 

To prevent information overload, they implement a clear visual hierarchy, allowing users to quickly glance at important stuff while skimming through the page.

3. Smooth & Silky Navigation

Intuitive navigation is what makes Clickup a great website design example. It relies on a big navigation bar with evenly spaced text & icons, making it easy to view what they have to offer.

ClickUp has a diverse audience, from entrepreneurs to enterprises. Their solutions navbar acknowledges the fact and allows users to browse for solutions based on the size of their team, business type, or use cases — saving them a lot of time to find what they’re looking for.

Their blog has a dedicated search bar for users to find particular articles and a separate navbar to browse particular topics or solutions.

4. Smart Comparison Pages

Clickup also has a separate landing page for each one of its competitors. This way, visitors searching for their competitors might land on Clickup’s page instead!

Through a side-by-side comparison of features, visitors can understand why ClickUp would be better for them. 

5. Straightforward Company Pages 

ClickUp shows its human side with the About Us page, which displays photos of the team, team members, and their bold core values. 

They also have a company timeline that ensures every potential customer trusts them more, as they would know about ClickUp’s history.

All images sourced from Clickup.

2. Gong

What is Gong?

Gong.io is a nifty AI intelligence SaaS business that allows organizations to optimize their sales conversations, stay above the marketing trends, and more.

What Gong Does Well

1. Aspirational Hero Section 

For the hero section (shown above), Gong shows, not tells. They open their site with a background video that shows its software in action. It gives a sneak peek into their platform’s UI.

The hero section text has a good hook to interest potential customers, which is that they promise increased revenue.

They also manage to squeeze in their customer list above the fold for some added credibility.

2. Simple Yet Bold Design

When it comes to b2b SaaS website design, Gong loves to KISS (Keep It Super Simple.) 

It utilizes bright, solid colors and basic shapes throughout its pages. 

Their typography follows the latest trends as they use a grotesque display font for important information & taglines, which gives the SaaS brand a distinguished look.

3. Dynamic Navigation

Interestingly, Gong has dynamic navbars. For e.g., when you scroll down the product overview landing page, the nav bar changes to show the subsections of the page rather than the standard navbar. Users can jump between sections quickly without scrolling up to toggle the sections.

4. Metrics Showcase

Case studies are Gong’s strong suit. They always contain important stats or metrics to show how they’ve helped businesses with sales, which is a great way to build confidence.

All images sourced from Gong.

3. Webflow

What is Webflow?

Webflow is a no-code b2c, b2b, and SaaS website builder. Users can create dynamic and responsive websites complete with interactive design elements and animations.

What Does Webflow Do Well?

1. Inclusive Hero Section

Webflow’s hero message (shown above) is inclusive and geared towards a more general audience rather than just web devs. While the main headline focuses on what users can do, the below copy clearly explains how the product works.

2. Engaging Website Design

For a SaaS platform that allows people to create flashy web pages, Webflow shows a lot of restraint and plays it simple with a palette centered around black & white. Some web pages even have a tiny pop of color that looks even more prominent with a black backdrop.

What’s interesting is that they let every potential user experience their SaaS first-hand with interactive product shots.

3. User Segregation

Webflow gives its audience what they want without leading them through a maze of pages. Instead of listing their solutions and having users figure out who they are for, they organize them into categories based on the type of users.

4. Self-Service Support Pages

Their support page is where Webflow truly shines, as it preempts the user’s needs to ensure smooth navigation. It has a step-by-step process for users to find the right solution on their own, saving time for their customer support team.

Since a large number of users may have log-in issues, it features that question on the support landing page, preventing users from sifting through pages to find the solution. 

Plus, it makes it more convenient for customers to ask for help designing the site without creating an account. 

5. Value-Driven Company Pages

Webflow has everything it needs for a comprehensive ‘about us’ page, from a strong mission statement to core values to investor information to a leadership section. They even showcase their diversity through team breakdown. 

This lets their SaaS brand relate better to those potential customers who resonate with their values, which can translate into increased sales.

All images sourced from Webflow.

4. Monday.com

What is Monday.com?

Monday.com is a work management tool that allows all types of businesses to streamline all their operations on a single platform. The SaaS solution can even be reconfigured to act as a CRM for sales teams.

What Monday.com Does Well

1. Focus on Conversion

They have a clever hero section (shown above) that can skyrocket their conversion rates. Instead of the traditional value proposition + CTA button route, they allow first-timers to identify what they would need on Monday.com. It would then redirect them to their newly created workspace.

2. Thoughtful Navigation Bar

Monday.com’s navbar has a limited number of options to prevent visitors from being overwhelmed. 

Additionally, they’ve organized information into columns, which allows visitors to scan information in an F-shaped pattern (first reading horizontally and then vertically.) This ensures visitors don’t miss out on any important information.

3. Resource Organization

Monday.com organized their resources based on the actions users are likely to take.

Learn contains help centers, blogs, and guides. Connect redirects users to get in touch with their support team or the Monday.com community. Build offers users templates for their workspace.

All images sourced from Monday.com.

5. Attentive

What is Attentive?

Attentive is an AI-enabled tool that allows e-commerce businesses to segregate their audiences and send personalized text messages and emails.

What Attentive Does Well

1. Quirky Yet Professional Website Design

Attentive’s visual design takes a page out of the very popular Neo Brutalism playbook, but the SaaS website design isn’t as jarring as other websites that use this style. 

It balances its bold choice of typefaces with a more muted color scheme. It also sprinkles geometric shapes & design elements all across every landing page. 

2. Calculated CTAs

Attentive knows how to hold their visitors’ attention. 

The subsections of most product pages have a CTA that redirects visitors to feature pages, prompting them to spend more time on the SaaS website. This can help reduce bounce & exit rates and improve conversion.

3. High-Value Resources

Along with the standard blogs and help resources, Attentive offers case studies where they share their customer’s success stories and the amount of revenue they’ve generated for them.

If that’s not enough, they even throw in a revenue calculator. This interactive element lets businesses identify how important using Attentive would be before even using the tool!

All images sourced from Attentive.

6. Streamtime

What is Streamtime?

Streamtime is a project management SaaS product for businesses in the creative industries, such as web design firms, advertising agencies, and video production companies.

What Streamtime Does Well

1. Targeted Hero Section

Their hero section copy (shown above) is effective because it clearly specifies who the SaaS is for, which is creative businesses. If the potential user is wondering about the tool’s features, the body copy lists all the core functionalities of the SaaS solution.

2. Homepage Grid 

This SaaS website does its best to capture visitor’s attention through grids. 

It contains panels of images, videos, and content, and some of the panels can link visitors to the features page, about us, or blog. Maximizing the number of links on the screen could be overwhelming, but it also increases the chances of at least one being clicked.

3. Systematic Feature Pages 

Since project managers would be Streamtime’s main audience, they conveniently categorize every feature according to each stage of the project management lifecycle (plan, manage, report.)

4. Community-Led Product Roadmap

Streamtime also has a handy product roadmap where new and existing customers can see what features they’ll be getting soon. Streamtime also maximizes user engagement by letting users submit and test their ideas. This sort of community building can skyrocket loyalty and can increase the number of repeat customers.

5. Empathetic Copy

Good user experience design calls for the designers & copywriters to empathize with the user. 

Streamtime knows that website visitors could be apprehensive about its price as project management tools can be quite costly. So before they can show the cost of the tool, they put the visitors at ease by telling them they can try it out for free before checking the price.

All images sourced from Streamtime.

7. Zendesk

What is Zendesk?

Zendesk is an all-in-one customer service SaaS solution that allows the customer support team to communicate with customers, raise support tickets, and optimize their operations. 

What Zendesk Does Well

1. Personalized Solution Pages

One size doesn’t fit all for Zendesk as its audience spans multiple industries. To ensure all users get an equally smooth journey, Zendesk has a unique portal for each industry. 

It takes into account the various pain points and opportunities that are seen in different industries and crafts content accordingly. 

For e.g., on the retail landing page, you’ll only see customer stories of retailers, curated blogs & resources about the industry, and integrations to industry-specific software. 

2. Minimalistic Company Pages

This SaaS website example shows us that you don’t have to say a lot about the company to get the point across. They use minimal copy and statistics throughout the page (customers, employees, etc.) to tell the story of their growth.

Additionally, they add a lot of internal links to other company pages, such as diversity & inclusion, CSR, and leadership, to keep the reader hooked and spend more time on the site.

3. Friendly Tone of Voice

Zendesk makes its brand appear friendly and more approachable to the potential customer in two ways:

  • They keep their voice tone light & humorous throughout every landing page. 
  • They use pastel shades and custom illustrations that complement their website copy.

They make it easier to connect with their company emotionally as users see brands as a partner and not just a business. By establishing this connection, customers are more likely to be loyal to the SaaS product and spend more.

All images sourced from Zendesk.

8. Gusto

What is Gusto?

Gusto is an HR & payroll software for small to mid-sized businesses. It offers crucial features such as time and attendance tracking, hiring & onboarding, and talent management.

What Gusto Does Well

1. Approachable Tone of Voice

Just like how small businesses are known to be friendly, Gusto is, too. Its brand voice mirrors its audience as it uses simple language and has a warm tone of voice. 

While most hero section CTAs ‘Get a free demo,’ Gusto words it differently as: ‘How Gusto works.’ This builds a sense of curiosity and might contribute to higher conversion rates.

2. Customized User Journeys

Another thing that makes Gusto a great website design inspiration is its navigation bar. It ensures that customers from different backgrounds have the same smooth experience. It organizes its solutions based on the size of the team, the type of business, and the industry.

3. User-Friendly Pricing Pages

Gusto’s pricing page lets you compare plans easily with convenient frozen panes that let you scroll down to skim features while still providing context. It’s a tiny detail, but it goes a long way toward ensuring your visitors aren’t annoyed while navigating through the landing page. 

The comparison page also has information buttons, so visitors can understand the feature even without learning about it from the features page.

All images sourced from Gusto.

9. Miro

What is Miro?

Miro is a whiteboard tool primarily used by product and web design teams to brainstorm remotely, manage sprints, and collaborate on design problems.

What Miro Does Well

1. Sharp Copy

This SaaS website is a great example of impactful copy. Instead of stating the tool’s benefits, the hero header (shown above) focuses on the user’s aspirations of creating something big. 

The microcopy beneath the signup button is empathetic, as it reminds visitors to use a work email to avoid cluttering their personal inbox.

2. Clean Visual Design

To elevate its SaaS brand, Miro has a clean & professional aesthetic. 

Their logo design is neat, with their initial ‘m’ against the backdrop of their signature yellow shade. They use a geometric sans serif font, which is highly legible (even in small sizes) and creates a sense of neatness and order. It is backed with solid pastel shades and simple line-drawn illustrations. 

3. Engaging Feature Pages

Miro’s features pages are like a pre-demo. They include gifs that demonstrate their capabilities in different use cases (creating technical diagrams, whiteboarding, wireframing, etc.), which are essential to building interest in the product.

All images sourced from Miro.

10. Mailchimp

What is Mailchimp?

Mailchimp is an email marketing SaaS platform that lets users create, track, and manage automated campaigns.

What Mailchimp Does Well

1. Distinguished Look

This SaaS website design utilizes a playful serif font for all its headlines, giving it a sophisticated yet friendly look. In order to prevent eye fatigue, they stay away from bright, bold colors and utilize muted shades. 

2. Easy To Use Pricing Page

Their pricing page is a great example of user-friendliness.

Since the tool has a large variety of features, potential customers might not have to sift through them. 

Mailchimp makes the decision process quicker with a quiz that asks users questions about their marketing goals and preferred features, redirecting them to the suitable plan.

3. FAQs

For Mailchimp, there’s no such thing as too much information. At the end of each landing page, there is an FAQ section that answers common questions users may have. 

By providing additional information, they can make it easy for visitors to make purchase decisions. Plus, the answers could include certain keywords that would improve the SEO of their site.

All images sourced from Mailchimp.

SaaS Website Design Checklist

Whether you’re starting from scratch or are in charge of a website redesign, follow this handy checklist to create a successful SaaS website:

  • Distinct brand tone of voice
  • Smart and simple copywriting
  • Complementary fonts
  • Interactive elements
  • Minimal color palette
  • Eye-catching hero section
  • Social proof (Customer testimonials, case studies, etc.)
  • Feature page CTA buttons
  • Multiple opt-ins
  • Simple user flows
  • Organized resource pages
  • SEO optimized blogs
  • Clear pricing grid
  • Comprehensive customer support pages
  • Comparison pages
  • FAQ sections

Wrapping Up

Building great SaaS website experiences is harder than you might think. 

It takes a magical mix of SEO, UX principles, copywriting, graphic design, and CRO to create an engaging and successful SaaS website.

However, your website is still only one piece of the puzzle.

If you’re looking to take your SaaS web design to the next level, the content marketing experts here at Startup Voyager can help you get there!
With a reputation of helping SaaS platforms 10x their organic growth in no time, reach out to see how we can help you —- and your website —- reach for the stars!

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