Best B2B SaaS Page Examples - An Overview
This article provides an overview of the design elements needed to create high-performing B2B SaaS pages. The article discusses the key elements of a page, such as images, copy, social proof, calls to action (CTA), & positioning. The author also highlights the pages to focus on, including the home page, pricing page, blog page, and dedicated landing page for paid acquisition.
Co-Founder / CEO
May 2, 2023
So what are some examples of beautifully designed and highly performant B2B SaaS pages?
For a start, it is worth flagging that it is an impossible question to answer.
One could argue that the best B2B SaaS pages are ones that convert at a much higher rate than would be expected ‘normally’. Of course, this data is confidential and thus there is no easy way for ‘outsiders' to know this.
Conversion rates are also dependent on the quality of traffic (i.e. how closely it represents your buyer personas and whether or not keywords driving traffic to the page are commercial intent ones or not).
The original source of the traffic is also important.
For example, Traffic primarily from paid acquisition e.g. from Google Ads tends to be better quality traffic than say traffic directly to a home page (coming from a multitude of different places).
A homepage often includes a login button for current customers. As the number of customers coming to a home page to ‘log in’ increases over time, the conversion rate will get worse unless you actively filter these out. This is because the conversion rate relates to the primary call to action which has been created for ‘non-customers’. So as customer numbers increase, and they come back to the home page in ever-increasing volumes, the % who click through on the primary CTA will decline in percentage terms.
Traffic to dedicated landing pages built exclusively for Google Ads traffic are typically 'hidden' and are 'found' via a Google Ads search. These types of pages tend to provide higher quality traffic as the user only gets to the page by clicking on an advert - lower volume traffic but generally better quality.
That all said, breaking pages down into constituent parts helps us identify what a “good page” should look like and the following offers some insight into the elements you’d expect to find on some key B2B SaaS pages.
Finally, you may take a different approach to measuring what ‘good’ looks like for a blog page. A more representative measurement (than conversion rate) for a blog page may be a page that shows up in a top 3 organic position in Google for a keyword you are targeting which has decent traffic volumes and some commercial intent.
When it comes to the various constituent parts of a page the following represent the key elements:
Calls to Action (CtA)
With the images, you ideally want a mix of people shots married to up close screenshots that showcase the key features (while also enabling the user to assess the UI/UX). Animations are increasingly common, and images ideally fade in on scroll to engage the user as they navigate down the page.
Ideally, a specialist B2B SaaS copywriter is used to write compelling copy that is designed to educate, inform and provoke action from the visitor.
Testimonials, logos, and G2/ Capterra ratings help de-risk any decisions by leveraging the words of others to infuse a sense of confidence. Social proof is all about trust and hence real-life profiles (not stock images) and short videos help to engender trust.
Calls to Action (CTA)
A primary goal of most B2B SaaS websites is to funnel visitors into a conversion flow via Primary and Secondary CTA’s. The primary CTA is often a Get Started or Request Demo button, and the secondary one often is designed to offer value in the guise of free content e.g. Download a WhitePaper for those who are earlier in their cycle.
In crowded SaaS categories, you’ll want to help ensure you make the buyer's job as easy as possible. They are likely to be evaluating alternatives so you need to ensure you are clearly differentiating why you are a better choice for them. This can range from before vs after images, old way vs new way copy, or simple comparison charts.
Key Pages - B2B SaaS Websites
So what are the pages to focus on?
A B2B SaaS website will have numerous pages from a Home Page, to a dedicated landing page to a blog section. However, the traffic skew across the site will typically be concentrated on a small number of pages. These tend to be:
The Home Page
Dedicated Landing Page for paid acquisition
Other important pages (as evidenced by traffic concentration) tend to be the ‘About Us’ page, as well as primary ‘Product pages’ - essentially the pages that are accessible from the Top Level Navigation.
However, for this blog, we will focus on the main 4 page types listed above.
1- The Home Page
The Home Page will be the busiest page on the site. It is your “window on the world” and “first impressions do count”.
The broader visual identity will be prominent here - with a good mix of copy and imagery all framed by a top level navigation. The top-level navigation has evolved in recent years. Where once it was plain text, you’ll now note that many designers are adding icons and imagery to it. Similarly, announcement bars spanning the page are popular to signpost the latest news or time-bound events.
Using a tool like Crazy Egg, you’ll see the traffic drop off as the user scrolls so you’ll want to ensure you get key elements ‘above the fold’ done correctly. These will include primary and secondary ‘calls to action’, as well as social proof in the form of user logos.
For B2B SaaS companies showcasing the UI/UX up close (rather than using obscure animations) is also important.
Finally, long-form homepages are becoming more popular as designers look to ensure that the most common questions visitors may have are addressed without needing to click deeper into the site. Some even include FAQs at the bottom in an attempt to tackle common questions they come up against.
2- The Pricing Page
Your pricing page will also tend to be one of the busiest pages on your site (assuming there is a link in the top-level navigation). It is also vitally important as you can infer a high degree of commercial intent from visitors.
The following represent some of the key elements you need to consider as you craft the page.
Communicate Value Clearly
Your pricing page should communicate the value that your solution provides to customers. You need to explain:
How does your application solve its pain points?
How does it save them time (and/or) money?
How does it improve their business outcomes?
Simple and Clear Language
You need to avoid using technical jargon or buzzwords that could confuse or alienate potential customers. Use clear and concise language to explain your product's features and benefits. Add tooltips to provide clarification when you want to use punchy copy.
Rank Order Key Features
Highlight the key features of your product that differentiate it from your competitors, prioritizing them by perceived value. Use images and iconography to make your features stand out and to make sure they are easy to understand.
Versioning: Offer Multiple Pricing Tiers
Offer multiple pricing plans to cater to the needs of different persona groups or customer segments.
Reduce Friction via Free Trial
Consider offering a free trial or freemium plan to attract customers so they can try it before they buy. This option needs to be well managed to avoid blank slate / empty slate issues (where the user under-appreciates the value of the application as it is devoid of data).
Leverage Social Proof
Use customer testimonials, case studies, and social proof to demonstrate the value of your product.
Make it Easy to Contact Sales
This sounds like an obvious one but it is often overlooked. Make it easy for potential customers to contact your sales team if they have questions or need help choosing a plan. Use a live chat widget or provide a clear contact form on your pricing page.
Finally, it is worth thinking about your core markets. Do you price it in $/£ or €? How do you deal with FX movements? In the early days you are probably best to anchor in your closest “large” domestic currency. Over time you may anchor in $ as that tends to be the dominant global currency for B2B SaaS.
3- Blog Page
When it comes to a blog page - long-form content is usually required for B2B SaaS and technology companies. Alongside educating prospects. blogs also play an important role when it comes to Search Engine Optimization (SEO) as Google tends to bias blogs (educational) over product (commercial) pages.
From an SEO perspective, the following is important:
You assign at least one dedicated keyword per blog post for most blogs (i.e. news announcements and general updates are harder to optimize for SEO)
The keyword should ideally be two to three words and should be consistently used in:
The URL (slug)
Image Alt Tags
Once the blog is published it should be indexed via Google Search Console and you should search legacy blogs and update them so that any references to the blog keyword now point to this new page.
The blog should also include the following elements:
Strong hero image at the top
Additional images throughout the page
Use of Headings (that appear in a sidebar also)
Call to Action block (ranging from Subscribe to Newsletter to Schedule Demo)
Access to related articles near the footer
A primary goal of a blog is to attract qualified traffic and convert a portion of visitors into prospects.
4- B2B SaaS Landing Page
A landing page is primarily used for paid acquisition. It tends to be a stand-alone page not accessible from the main navigation. A usual pattern is to create a landing page template which can then be edited based on the keyword. The keywords targeted tend to align with the ones being targeted via organic search (Blogs with Search Engine Optimization elements in place) but with the addition of commercial intent words.
These include the following:
So if the keyword you select is “structured content” this would be best targeted via an educational blog like this one: A Guide to Structured Content for a Headless CMS, whereas adding “platform” to it so the search phrase becomes “structured content platform” would be best served via a Google Advert. This is because the additional word “platform” has commercial intent.
A form submission is usually the primary goal of a landing page so you will want to keep links to other pages to the bare minimum. On-page behavior tends to be quite binary - the visitor either submits a form or they leave the page.
Top Level Navigation or Not?
There tend to be mixed views as to whether or not you should include the Top Level Navigation. If you do include one you add in multiple exit points, but these may provide a route to enable visitors to click around the site and address any concerns they may have.
If you don’t include one, the visitor may leave anyway, if they feel the on-page content does not answer the questions they have. On balance, I’d be tempted to include one (even though it will make subsequent conversion tracking more difficult).
The on-page copy should be benefit led (rather than feature led) so there is a clear link between the application and the problems it solves (i.e. how useful the features are) transitioning into desired outcomes. These can be signalled via social proof where existing users extol the virtues of the difference the application has made to them.
There are numerous great examples of well designed B2B SaaS websites worth looking at for inspiration?
We particularly like Appraisd.com, a website we were involved in designing and building as it does a great job of marrying great copy with stunning visuals and pixel perfect design.
The Content Management System (CMS)
Finally, a word about CMSs. Beautiful high performance web pages should be possible regardless of the CMS chosen. However, a growing number of leading B2B SaaS companies are moving to Headless [What is a Headless CMS?], migrating off WordPress and other legacy monolithic systems. The motivations for moving are varied - however, Headless CMSs like Contento offer a blazingly quick site capability, backed up by intuitive UI/ UX for managing the back end (content repository) while not tying the front end to any framework or toolkit. Without needing to massage a template your front end designers can create a beautiful website without being subject to any over bearing constraints.
In summary, great B2B SaaS pages jump off the page. The copy tends to be tight, precise and well-written, accompanied by beautiful design and appropriate images and animations all aligned in support of the goal of the page [usually to enter details in a form].
Looking for more inspiration? Check out the SaaS Demo Page Gallery from PeerSignal