6 SaaS Website Mistakes

by ​Chloe Smith, Guest Contributor

Running a SaaS business is anything but simple and there are a thousand things you have to juggle on a daily basis. Marketing your services in the oversaturated industry and striving to gain attention and trust from your potential customers is no easy feat in 2018, so it’s no surprise if something escapes your attention. However, it can be a costly mistake. It often happens that your website doesn’t receive the amount of attention it should – neither from you nor your customers.
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Avoid these SaaS website mistakes.

You might not even realize your website is lacking, but if your business isn’t exactly flourishing, check out these six SaaS website mistakes and make sure you avoid them.

The content...
Above all, you should follow SEO principles to a tee and steer clear from content that does not provide something of value to your readers but just takes up space. Publish blog posts with purpose not just for the sake of publishing them. If your search engine ranking is what gives you a headache, it’s worth revisiting your SEO strategy and even getting a second opinion.

...and its language
Secondly, it often happens that the contents of a SaaS website are way too technical for a regular person to understand. While this aspect will depend on your particular target audience to some degree, you should still avoid using jargon and an overly complex formulation of what you want to say. This is especially important when describing your product and your offers. Get rid of the unnecessary fluff and be to the point. Assume a conversational tone that will make your company appear more approachable in the eyes of your customers and won’t chase them away with incomprehensible statements. In addition, always put the focus on the benefits of using your software, not just on what its features are. This will make it easier for your potential customers to envision using your software.

The pricing issue
Another thing that can be very frustrating for people looking to do business with you is failing to find an estimate of the costs on your website. It’s shocking to find out that about 80% of SaaS websites neglect this topic, concealing their prices, often not even having a separate page that gives a comprehensive answer to the pricing question. It’s not a smart move as it gives the impression that you’re probably too expensive, which wards off a good deal of customers. Take time to deal with this issue as it’s a very common but serious mistake to make.

Visuals
Visuals are one of the most important aspects of your website as they provide the first impression to everyone who visits your site. You only have a couple of seconds to grab your visitors’ attention, so an eye-catching main page is a must. What you must avoid, though, are cluttered visuals and messy navigation. Everything you place on your website must have a purpose in being there, other than just looking nice. So, try to find a balance and create a unique, professional-looking website design at all costs. It might be best to outsource this aspect to graphic and web design professionals  to take it to the next level.

No adequate demonstration
Another common mistake found on SaaS websites is failing to properly demonstrate the software itself. Just describing it is far from enough, no matter how well-written your descriptions are. You should include relevant screenshots, gifs and even videos of your software, but make sure they are large and clear enough to see exactly what’s going on in them. They should also be put in the right context – which means random screenshots just won’t cut it. Make it coherent and easy-to-follow.

No free trial option
It would also be for the best if you could offer a free trial. There is no better way to demonstrate what your software can do than actually giving a taste of it. Having tried it, your customers will be much more convinced that it’s a worthy investment, and you will also have showcased your capabilities confidently. Offering this option won’t break the bank but will certainly reflect positively in generating leads.

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While it is true that there are many pitfalls when tending to your SaaS website, if you are informed about the common mistakes and how to avoid them, you can be sure that your business is going to flourish in the future.​
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