Building a top-notch website is, by no means, an easy feat. If you’re investing your time, effort, energy, and money into a website, you should ensure you have all the necessary elements for it to appeal to your target audience.

For a Software as a Service (SaaS) business, a website could make or break your business. A poorly designed website would not only turn away potential customers, but it can give them the wrong impression about your products, too.

Hence, it’s vital to incorporate the different elements that make a successful SaaS website. Here are six essential elements your SaaS website needs:

Content Marketing

Content marketing is a crucial aspect of any business today and a SaaS business is no exception. An active content marketing strategy on your website will allow you to expand your reach and position your brand as a leader in your niche. With a top-notch SaaS content marketing strategy that employs different forms of content, such as videos, infographics, blogs, and images, you’ll be able to reap its benefits in no time.

For instance, you can post an infographic on your social media profiles highlighting the number and percentage of people who benefited from your software and left positive reviews.

You should also consider creating a section on your website for a blog where you can create and post content regarding your software and other related niches. Not only will this help boost your brand awareness, but it’ll also ensure your target audience can learn from you, too.

Apart from this, video content is one of the most popular forms of content marketing for any business today. Showing no signs of slowing, video content effectively conveys information that text and pictures cannot.

SaaS businesses can utilize video content to give their customers an introductory visual into what their products can accomplish. It can also remove any confusion that would otherwise not be cleared through a text description. Through video content, you can also give customers a short how-to on how your service can be used.

One of the best parts about using video content for a SaaS business is that it actually doesn’t have to cost you anything. With a screen capturing software and a mic, you can create a video and upload it on your website or YouTube.

If you’re creating engaging content and are struggling to promote it, you can always get a SaaS marketing agency on board to help boost your reach and boost your ranking on Google.

Call to Action

Your call-to-action gives your customer the direction to the next step. The most call-to-action button websites use is a “Sign Up” button where you can enter your email address to subscribe to the business’s emails. If you’re choosing this route, what might be more effective is to give your customers something in return, such as a free trial or an exclusive eBook, for signing up.

Other popular call-to-actions are “Get Started” or “Browse Our Products.” To ensure your call-to-action button is useful, it needs to be noticeable, so you should ideally use a bright button for the message.

Your website’s design should highlight the CTA button. If your business offers web design, you can use a web design proposal template that’s editable and is adaptable to the needs of different clients.

Value Proposition

A value proposition is vital for any business. It tells your customers what you can do for them and what exactly makes your business great. In other words, it’s your one chance to summarize your product or service to your target audience.

So, how do you ace a value proposition? It’s simple. Focus on what you do and why you’re the best. It’s essential to give a lot of thought to your value proposition since this could indeed be your one chance to impress your potential customers.

As always, if you’re confused about it, you can always look at what other businesses are doing. For instance, you can view Slack’s value proposition and notice how it not only highlights what it does but also helps you “do your best work”.

Zendesk also follows the same pattern by highlighting its customer service products and tells the reader it's flexible enough to meet any business' needs.

Pictures of the Product

People would rarely purchase a product or service online without a preview of what they’re getting. With internet scams everywhere, customers wouldn’t shell their hard-earned money without knowing where it’s going.

SaaS can display their products on their website by posting pictures of the interfaces. This also allows you to show off your product and its features by highlighting and explaining what makes your product worth the investment. It can also encourage your target audience to reach out to you on live chat if they have any questions regarding the software.

Free Trials

Most customers would want to try out your software before paying for the premium version, making it crucial to offer a free trial. If you’re providing business analytics software, for instance, customers may want to test it out with their own data set.

Most companies offer trials ranging from a week to a month and don’t usually ask for credit card information. However, companies such as Hulu require customers to enter their billing details and give them an option to cancel the subscription before the free month is over if they’re not satisfied with the service.

Regardless, the majority of SaaS companies do offer free trials so, if your competitors are offering one and you aren’t, you should fix this.

Contact Information

If your customers like the first impression, chances are they’re going to have some questions. It’s essential to save your target audience’s time by ensuring your contact information is readily available. You can display vital information, such as your contact number and email address on your homepage to increase conversions.

This contact information is usually displayed at the top of the page or the bottom. Either way, it’s vital to place it in an area where it is noticeable and can be found quickly.

The six elements listed above are vital for any SaaS website. Whenever you design a website, you should always keep your customers in mind and think about how you can maximize their user experience.

What other elements are essential for the website of a SaaS business? Sound off in the comments below!