Think about the last time you landed on a B2B SaaS website looking for a solution. If that site followed solid SaaS website best practices, it likely stood out right away. Maybe you were searching for CRM software, an email automation tool, or a project management platform. What made you stay and explore further?
Chances are, the website was clear, intuitive, and instantly communicated its value. It probably had a simple yet compelling message, a product demo that showed exactly how it worked, and an easy way to sign up or request a demo.
Now, think of a bad SaaS website experience. You land on the page, and it’s filled with buzzwords and generic statements like ‘Revolutionizing Business Operations.’ You have no idea what the product actually does, and when you try to find pricing, it’s hidden behind a ‘Contact Sales’ button. Within seconds, you close the tab and move on.
The difference? The best B2B SaaS websites don’t just look good – they work. They eliminate friction, communicate value instantly, and guide visitors toward conversion.
At Digi-TX, we’re constantly looking out for B2B SaaS websites to identify what truly drives engagement and conversion. We’ve analyzed hundreds of websites, studying their messaging, design, conversion strategies, and SEO performance.
From that research, we’ve selected 10 standout SaaS websites that, in our view, best represent what a high-performing B2B SaaS website should look like. Of course, there are bigger players in the space whose websites also follow strong best practices, but these selections stood out as the best examples of what a great SaaS website should do right.
So, if you want your SaaS website to attract, engage, and convert like the best in the business, here are 10 principles you can’t afford to ignore.
Let’s dive in.
Top 10 SaaS Website Best Practices You Should Follow
Clarity Always Wins—Say What You Do, in Seconds
Your website visitors don’t want to read an essay just to understand what your SaaS product does. They want instant clarity. If someone lands on your homepage and still has to ask, “What exactly do they do?” – you’ve already lost them.
Take Stripe, for example. Their headline is short and powerful:
“Payments infrastructure for the internet.”
In just five words, they tell you what they do and who they serve. There’s no jargon, no unnecessary details – just pure clarity.
Compare that to something vague like “Empowering businesses with digital transformation solutions.” What does that even mean? If your website makes people think too hard, they’ll leave.
Key Takeaway: Your homepage should clearly communicate what your product does, who it helps, and why it’s different—in 5 seconds or less.
If you’re unsure about how to optimize your content for search engines, you can learn more about SEO basics in our post 7 Truths About SEO Every Business Needs to Know.
Your CTA Should Be a No-Brainer
A great SaaS website doesn’t just tell visitors what the product does—it guides them toward action. Whether it’s signing up for a free trial, booking a demo, or creating an account, the CTA (Call to Action) should be impossible to miss and easy to act on.
The best SaaS websites follow these CTA best practices:
- They use action-driven words like “Get Started,” “Try for Free,” or “Book a Demo.”
- They stand out visually – contrasting colors, bold text, and easy-to-click buttons.
- They appear multiple times on the page—so no matter where a visitor is, they’re reminded to take action.
Loom does this perfectly with its bold, centered CTA:
“Get Loom for Free.”
There’s no hesitation, no confusion—just a clear next step. The fewer steps it takes to convert a visitor, the higher the conversion rate.
To further boost your website’s ability to convert visitors, explore some proven marketing strategies in our article 5 Proven B2B Marketing Strategies to Boost SEO Results in 2025.
Key Takeaway: Don’t make visitors search for how to sign up. Make your CTA bold, clear, and immediately visible.
Social Proof That Builds Instant Trust
SaaS buyers don’t just take your word for it—they want proof. Nobody wants to be the first to try something untested. That’s why top SaaS websites use social proof to instantly build credibility.
Common types of social proof used by high-performing SaaS websites:
- Logos of well-known customers—Seeing big brands using your product reassures potential buyers.
- User testimonials & case studies—Highlighting success stories adds real-world validation.
- Stats that reinforce trust—For example, DocuSign highlights its 1 billion+ users.
When visitors see that credible companies are using your product, they’re far more likely to trust and explore further.
If you’re looking to build trust in the cybersecurity space, check out our insights on Cybersecurity marketing strategies for SMBs and startups in our blog Cybersecurity Marketing Strategies for SMBs and Startups.
Key Takeaway: Add customer testimonials, brand logos, and success stats to show that real businesses trust your product.
Show, Don’t Just Tell – Use Product Screenshots & Demos
Reading about a SaaS product is one thing—seeing it in action is another. The best SaaS websites let visitors experience the product visually before they even sign up.
This means using:
- GIFs and explainer videos that demonstrate key features.
- Screenshots of the product interface so users know what to expect.
- Interactive demos where users can click around and explore.
Take Streak, for example. Instead of just explaining their CRM, they showcase an interactive product preview right on their homepage. You don’t have to guess how it works—you can see it immediately.
Key Takeaway: Replace long text explanations with visuals that let users “see” the product in action.
Intuitive Navigation That Eliminates Friction
A B2B SaaS website is not a scavenger hunt—users should find what they need instantly. If your navigation is cluttered, unclear, or confusing, visitors will leave in frustration.
The best SaaS websites keep navigation:
- Minimalistic—No more than 5-7 key menu items.
- Logically structured—Product, Pricing, Resources, and Contact should be easy to find.
- Sticky menus—So key links are always accessible as users scroll.
Key Takeaway: Simplify your menu. Remove unnecessary links. Make important pages easy to find.
Be Transparent About Pricing—No Hidden Costs or Confusion
Few things frustrate B2B buyers more than unclear or hidden pricing. If a potential customer has to “Contact Sales” just to get an idea of how much your product costs, you’re already pushing them away.
People want quick comparisons to see if your product fits their budget—if they don’t get that, they’ll move on to a competitor that’s upfront.
Some SaaS companies argue that hiding pricing is necessary because they have custom pricing models, but that doesn’t mean you can’t provide starting prices, a pricing range, or a breakdown of key features in each plan.
The best SaaS websites, like Kissflow, clearly outline their pricing tiers, what’s included in each plan, and the difference between monthly and annual billing.
Another great example is Zendesk—they offer a side-by-side pricing table that helps businesses quickly see which plan best suits their needs. The process feels straightforward, not salesy.
Key Takeaway: Even if you offer custom pricing, give visitors a starting point. It builds trust, sets expectations, and saves time for both your customers and your sales team.
Speed & Performance – A Slow Website is a Dead Website
No matter how great your SaaS product is, if your website is slow, people will leave before they even see it. According to Google, 53% of visitors abandon a site if it takes longer than 3 seconds to load. That’s more than half your potential customers—gone.
The best SaaS websites, like Stripe and Miro, prioritize blazing-fast load speeds by optimizing:
- Image sizes (compressed but high-quality visuals)
- Efficient coding (removing unnecessary scripts)
- CDNs (Content Delivery Networks) to serve pages faster across different regions
- Minimal animations (avoiding heavy, slow-loading effects)
You can test your site’s speed using Google PageSpeed Insights—if your website scores low, it’s time to optimize.
Key Takeaway: A slow website doesn’t just frustrate users—it also hurts SEO rankings. Faster sites rank higher and convert better.
SEO & Content Marketing—Your Free Growth Engine
Many SaaS businesses rely heavily on paid ads to bring in customers, but the best SaaS websites own their organic traffic through SEO and content marketing.
Take Zendesk as an example—rather than just selling their software, they dominate search rankings with high-quality content that educates their audience.
Their blog covers customer support strategies, industry trends, and software comparisons. This not only drives organic traffic but also positions Zendesk as a thought leader.
Another example is Mailreach, which owns the “cold email deliverability” niche with SEO-driven blog content. Their strategy ensures they capture leads even when they’re not running ads.
Key Takeaway: SaaS websites that consistently publish high-value content rank higher, attract qualified leads for free, and build long-term brand authority.
Mobile Optimization – Because Half Your Visitors Are on Their Phones
More than 50% of B2B SaaS website traffic now comes from mobile devices. If your website doesn’t load properly on a phone or tablet, you’re instantly losing half your potential customers.
The best SaaS websites, like Miro and Stripe, seamlessly adapt to mobile screens. Their navigation is simple, their CTAs remain easy to tap, and their images and text are perfectly sized for smaller screens.
A mobile-optimized SaaS website should have:
- Responsive design that adjusts to any screen size
- Clickable CTAs that are big enough to tap
- Fast load speeds (especially on mobile networks)
- Simple, scroll-friendly navigation
Key Takeaway: Test your website on multiple devices. If it’s clunky on mobile, you’re losing conversions.
Continuous Testing & Optimization – Your SaaS Website is Never “Done”
The best SaaS websites don’t stay the same for years—they continuously evolve. They analyze user behavior, run A/B tests, and tweak their designs to improve conversion rates.
For example, RB2B frequently updates its landing pages based on real-time analytics. They monitor:
- Heatmaps to see where users click the most
- A/B test different headlines and CTAs to find what works best
- Session recordings to understand where users drop off
A/B testing alone can increase conversion rates by up to 30%, making it one of the easiest ways to improve your website’s performance.
Key Takeaway: Your website isn’t a static brochure—it’s a living, evolving growth asset. Always be testing, improving, and optimizing.Explore our full range of B2B marketing services designed to drive measurable results. Check them out here.
A SaaS Website is a Growth Engine, Not Just a Pretty Page
A high-performing SaaS website isn’t just about looking good—it’s about driving real business growth.
- Be clear and direct—no jargon.
- Guide users toward action with strong CTAs.
- Use social proof to build trust instantly.
- Make navigation and pricing transparent and effortless.
- Speed, SEO, and mobile-friendliness are non-negotiable.
- Test, optimize, and improve constantly.
If your SaaS website isn’t doing these things, it’s losing potential revenue every single day.
Ready to elevate your B2B SaaS website? Book a call today and let’s get started!
