Planning on creating that B2B SaaS website design you've been considering? You will need three essentials to back you up on your journey: a quality product, a good model, and a marketing website to present you online and convert regular visitors into loyal customers. In this article, we will look at numerous examples we hand-picked for you and dissect what exactly makes them suitable. But to properly recognize the best features, classic solutions, and creative approaches, we must first determine the basics.
A good website design for SaaS companies is a marketing website that thoroughly presents a service to show your value proposition to potential clients. Such a platform has a convenient, intuitive structure, an appealing design, and solid promotional potential.
We discussed what makes a good SaaS website design in a previous article. Today we wanted to focus more on the design side of things.
Let’s recap the basics and deduce what a SaaS site structure should include:
Of course, there will be some exceptions. For example, businesses focused on working primarily with enterprises may choose not to include a pricing section at all, as each plan will be negotiated and discussed individually. The same goes for design.
Classic trends to understand how to create a SaaS website include:
Some companies tweak such practices to add a more personal feeling to an overall site look: for example, using off-white or light variations of colors instead of pure white for a backdrop. Using a contrary look of night mode theme with dark, muted colors and a futuristic look is a common choice in services geared towards developers. Some SaaS website examples provide a more creative approach altogether that distinguishes them in their respective market branches better.
Knowing your target audience and industry expectations can and should greatly influence design choices made on your website. A classic clean appearance may look presentable, serious, and professional for a fintech project, but the same design choice could feel too plain or dull for a creative agency.
Our professional advice would be to avoid sleeping on the business analysis and competitive research stage of building a SaaS website. It's a step that will allow you to comprehend your business's needs and pain points better. And from here, you can make more informed choices. It's also best to hire a specialist to guide you through the whole UX/UI design process and provide relevant suggestions to benefit the product you showcase.
But enough theory talk! Let's move on to real examples we selected and divided into groups combining them with SaaS website design tips.
Did you know that about 90% of SaaS businesses use white or light shade as the primary color for their website? You might even be surprised by the number of companies that started with some other color as a base only to re-brand in favor of a lighter palette later.
White, indeed, is very much neutral. It's a no-brainer for any design concept: it suits any product or industry and basically goes well with everything. Dark font on a white background is the best combination for readability, making it a convenient and reliable way to ensure a good user experience. Take the concept of "white space." While essentially just referring to a blank unoccupied area on a canvas, it also marks how white is an excellent tool to shift attention elsewhere. An essential technique to guiding users through a webpage with a clear intention and consequently constructing a comprehensive UX.
Here are several excellent SaaS website design examples of light color schemes.
Draftbit is a classic example of a well-presented, well-built SaaS website. Its simple, clean design signals a strong sense of professionalism while avoiding the impression of looking dull: a light palette of purple shades, a repetition of illustrations throughout the page, and several focal-point animations create a strong sense of branding. Of course, Draftbit creates a smooth user flow, presenting its services concisely yet substantially.
Loom is the epitome of simplicity and effectiveness in SaaS website design. They are not wasting time beating around the bush and instead cutting straight to the chase: on the second fold, you will find logos of many internationally acclaimed companies, all of which use Loom’s services. If you have a strong clientele, it is important to take a lesson from Loom and make sure to showcase your accomplishments. Be that social proof, successful case studies, or any relevant award.
Finance doesn’t have to mean strict and boring, and Tranch shows that in the best way possible. Looking through their design choices, you see that nothing goes too much overboard stylistically. And yet, with few simple colors, images, and exciting typography Tranch certainly stands out with its branding and visuals among the competitors while keeping it professional.
Take notice of a slider presented next to the headline. Interactive elements such as this give users an opportunity to engage immediately, all while getting helpful insight about the product through Tranch’s calculator.
Are you are curious to get a more profound look into the process of creating a fintech platform? Feel free to check out the Sastrify case study, where we discuss challenges and solutions in the development process.
Cyrebro has a very streamlined user flow: you are always clear about what they want you to focus on while scrolling the page. And it never gets tedious with Cyrebro with sparks of blue, demonstrative animations, and some funky motion effects to keep your eyes on the prize.
Snappy is a business built around a gift-giving experience. Their mascot captures the feeling well with light shades of colors with a pop of red for essential CTA buttons. They know how to use white space to make you focus on essential parts so the website never feels crowded. Other than that, a few animation effects are also used with Snappy. Both adorable and professional — what a combo!
You know developers? Those guys in comfy hoodies, drinking lots of coffee, and hissing at the light when you turn on the switch? Okay-okay jokes aside, but the black mode is indeed often associated with being widely favored in a dev community. Aside from the mentioned stereotype, a strict pallet with black or other dark colors as a base also can signal premium, lux, or high-tech. Combine it with modern fonts, minimalistic icons, and logos, and you will have a simple, stylish, and distinctive look. To take it to the next level, drop in an intricate abstract illustration, or better yet — a concept video with a showcase of your product, and you have a recipe for presenting high-end digital technology as well.
The overall feeling for such a solution — innovative, digital, high-end — can be captured with black and dark colors. Here are several examples of SaaS platforms of varying levels of complexity for you to browse.
We won’t review examples in this category one by one, as those websites implement the same methods and techniques we’ve already discussed while discussing light color schemes. Instead of reading us repeat ourselves, we invite you to look through these hand-picked platforms and analyze their design choices based on what we discussed. You will learn to spot essential components in no time, as making up your mind is the best way to determine your preferences. So, are you up for the challenge? Or simply up for seeing more beautifully-crafted websites? Because here they are!
Color has an undeniable psychological weight and emotional impact. That's not even mentioning a solid tradition of cultural meaning — either way, specific colors cause particular associations to pop up in mind. Just try to imagine, for instance, a website design for vegan products in reds and blacks. It just doesn't feel right now, does it? White and green are a much more appropriate combination, so it's a go-to for environmentally-conscious brands. The same reason why you can often see a white, black, and blue combo in financial companies: invoking a sense of stability, tradition, and security.
That being said, it’s not color that makes a design creative and outstanding. Rather a smart use of color certainly benefits the cause but does not create it from scratch. A non-traditional take on user flow, clever use of typography, on-brand icons placed in focal points, and graphic and motion design — illustrations, animations, and videos — all make your design flourish.
It takes an experienced and skilled team of a SaaS website design company to pull off complex tasks such as these, not to mention resources like time and money. A non-traditional approach is not suited for every company in every industry, so don’t feel obliged to invent the wheel just because someone else seems to have done it.
As for the examples listed below, it’s always a good idea to spread further and see what’s out there. Who knows? Maybe there’s something for you too. One way to find out: see for yourself these SaaS platforms examples!
Whimsical is a prime example of an elegant solution to being creative. The website makes a striking impression right away, as when you first open the Main page, you are greeted with the bold colors of the website's main palette. And yet when you look closer, it becomes apparent how simple the general approach really is.
The UX structure is as straightforward as possible: you can tell that the website's central purpose and focus are to present the product. User experience is streamlined and divided into sections, each demonstrating a particular feature well.
Typography is minimalistic and clean, and illustrations are simple and sparse yet effective and well-placed. Combined with two main colors that dominate users' attention, the design looks unique and creates a strong impression. Whimsical achieves an outstanding result: standing out and making a point, all while not overwhelming the user.
Gumroad, a platform for digital entrepreneurs, embraced creativity after re-designing its website. It is undoubtedly one of the best IT websites out there. Vibrant colors, illustrations, and animations make Gumroad one-of-the-kind while keeping it in the flow with modern trends. They make sure to focus on one thing at a time, so each fold upon scrolling presents you with one piece of information. A balance is crucial to wow users without putting too much in their faces. The text is simple, and the testimonials are there. You can browse through categories on the Main page to choose the one you like. The verdict is 10 for style and 10 for usability.
If you are into animation and motion effects, Speedy is here to deliver. Their website is not only stylish but highly interactive and engaging. You notice little color except for several accenting gradients and complementing shades. Instead, they use a clever composition of blocks and forms, plus a variety of eye-catching motion effects.
Here’s another excellent example of not shying away from animation effects alongside a full-on video guide explaining the product. If you are looking for a sure way to increase engagement, think about incorporating a “2-minute tour”, as they call it at Butter. Beware, too many illustrations and animations can slow the loading time and increase the bounce rate. Professional developers will help optimize your website to have performance as smooth as Butter has.
Last and not least in this category is Figma. A well-loved well-known platform created for professional designers couldn’t be any less than it is with Figma. You can find all the best practices we already looked through skillfully realized on this website: modern, organized, and attention-grabbing. In short: another excellent example to observe, dissect and learn from.
A Hero section is the top part of your webpage, technically any page. Traditionally we’re talking about the Main one here, as it’s the starting point of any website. A big strong welcome to a first-time visitor, so it’s crucial to nail it down the best you can.
Typically, a Hero section consists of:
Consider it your business card. It’s also important to mention that a Hero image doesn’t have to be an “image” per se but rather a visual point of the section. More and more brands find the benefit of videos and animations that boost their engagement rate. But what are the general goals we can achieve here?
The fundamental purposes of the Hero section include:
Let’s take a closer look at some exciting marketing SaaS platforms.
Adobe Creative Cloud is a name widely known to virtually anyone. The company's design software is known for wide use and reliable functionality among creatives and specialists alike. Possessing a solid reputation and having to meet a high standard, Adobe does not disappoint. A custom animation you are greeted with in place of the Hero image is unique, beautiful, and inspired.
Spline’s Hero section is undoubtedly fun to interact with. Offering “a place to design and collaborate in 3D”, Spline cuts right to the chase and lets you temper with the 3D image seen on the screen. It’s a simple, charming, and fun way of introducing first-time visitors to their product.
You can tell that Spline is at the beginning of its journey as a company, so its website may not be as sophisticated as those of more prominent companies. So Spline cuts out the noise and strongly focuses on what’s essential — pitching their product. A fine point to make a note of.
Another good example of jumping straight into engaging users. With a compelling headline and subhead, Gigshare presents you with a button you can push. And even if you don’t really upload anything yet, you are greeted with fun animation to catch your attention.
As we know, retaining users’ attention at first might be the most complex challenge, and Gigshare decided to put up this little fun trick to overcome this hurdle. How excellent is this technique? Feel free to decide for yourself! But for platforms that are only starting to grow and gather attention, it’s vital to use details and simple things, as there is a limited budget for development at this stage. And limited resources mean it’s time to get creative in their use.
Strong color. Funky illustration. Clear headline. Do we need to say anything more? Design Calendar certainly understands its branding and breaks no sweat making a stellar impression. CTA is also clear and visible, appealing to the sense of community in their target audience.
We wanted to showcase a simpler approach to assure you that flashy visuals aren’t everything. With the Hero section, you must stay true to your brand, match your industry trends, deliver a clear message and capture attention. Obviously.ai achieves all that in a calmer approach compared to previous contenders. There’s plenty of white space, a straightforward headline, and unique animation for a visual focal point. A technique no less effective than others that really delivers the message: you need to understand your audience first and foremost. Create a Hero with your particular users in mind.
As we already established, a headline is a part of the Hero section. An important part, no less, but the one that often gets overlooked, as it’s not as showy as images and videos. And yet saying more in fewer words is a separate craft in itself. After all, the primary idea behind your product put into a short, well-formulated sentence is the straightest way to pick a prospect’s curiosity and encourage them to explore.
Even though most websites emphasize the visual part of the Hero section, be that picture or video, we also compiled examples that tell another tale. Most of the website listed below in this category gets creative with typography and clever with the brand's central message. So, without further ado, take a look at these beautiful examples. They honestly do speak for themselves.
The purpose of a navigation bar is quite apparent. The more accessible the information is to visitors, the better the user experience overall. It may seem like a small drop in the web design ocean, but nailing that menu and making orientation around your site a breeze really brings out a lot. It won’t matter if your design is state-of-the-art when your website is confusing to use — functionality should always be a priority. The navbar is all about functionality indeed. It doesn’t mean it can’t be neat and pretty, though.
And what about a footer? It’s the last stand of your website: the bottom part of a webpage with essential navigation points organized in a tidy structure. If you are only starting to get into web development intricacies, it may be tempting to brush over the “end” block when the main bulk of the site is done. But we assure you it is worth putting thought and effort into, so it will serve you well. If a user has browsed through the entire page and didn’t get the information they need, the footer is the section where they can access all essential links at a glance. A footer contributes to user experience, redirecting visitors to useful website pages instead of letting them get frustrated and bounce. A footer is also an excellent SEO tool, helping Google find all the relevant links to crawl and index.
The scale of a navbar and a footer is dictated by the number of pages you must forward users towards. It’s also conditioned by the target audience of the company: for example, ClickUp is used widely by a whole variety of customers, so they need to account for a lot of variables.
However, we can highlight such universally-applicable aspects:
The following websites will show you examples of different solutions each company created for its brand. Take a look, and see what you like best.
Here it is — the end of the funnel. A user browsed your site, fell in love with your brand, and discovered everything they need. Now they want to buy stuff from you. This is the point where a pricing page comes into play. It’s a stepping stone to converting casual visitors into customers.
When creating such a section, you definitely need to have a clear idea of the pricing model you will incorporate into your business strategy. The good news is once you deal with the monetization approach, you can follow widespread practices and include essential points in your pricing page instead of creating a new structure from scratch.
Focus on presenting the following:
Plans are simply different offers you provide. Features are the list of services available in each package, so the clearer and simpler it is presented, the better. Costs are just that — costs. The popular practice is to divide pricing into monthly and yearly payment offers. The annual pay comes at a beneficial discount encouraging prospects to commit to your service in advance and buy a full-year subscription. But aside from that, clients need to get a complete picture of what they will spend their money on and what use they will get.
Additionally, we suggest including some testimonials and a separate FAQ section. Testimonials from real people are always great for increasing credibility. As for FAQ, there is certainly a selection of questions about your product that arise frequently and can be answered via text. In this regard, a bit of comprehensive copy will save your team time and provide quick answers to users with easy access.
Ready to dive into live examples? Let’s see what best SaaS pricing pages we have!
Hologram provides a clear section a user can view at-a-glance, with a center CTA button highlighted in purple marking their best offer. All their plans are presented, while the offer they want you to focus on is put in the center and marked with a colorful CTA button that drives your attention.
The page is more than that, though. If you are unsure about your choice, there is more to convince you. Upon scrolling down, a user will discover a selection of in-depth user stories presented on separate pages and forwarded by links. Numbers are presented to signal the benefit of using the Hologram service, testimonials to increase trustworthiness, and additional CTA at the bottom, which is clear and simple. All while wrapped up in a pretty modern-looking design package that is on par with their branding.
There’s even a chatbox with a custom message to convince you to engage with the Hologram team directly. As we mentioned in the previous article, a chatbox is a must to have these days, as most users prefer to communicate with the support team over the chatbox. It’s accessible and present at any time on the tip of a finger, significantly reducing friction when engaging users. And Hologram makes excellent use of it, putting a highly-visible logo as a chat icon.
With a brief pitch about each offer, Scratchpad introduces the essence of each plan for their prospects, following up with the cost and visible CTA buttons. However, they take a bit of a different approach than most. Instead of straight-up listing features included, you are first shown a selected review from their client, providing social proof without any delay. Then, the further down you scroll, the more detail you are presented with to elevate any doubts a potential customer might face. Overall, a comprehensive user flow is presented immaculately with a clean design and strategically-placed color accents.
If you are a fan of a dark look with high contrast, you will appreciate this one. Actually, Ghost implements black background only for the central fold, and you should commence them for this choice — it really does make a strong impression. Ghost skips the testimonial part and instead focuses on the main dish: listing of features. They also include an extensive section with frequently asked questions, so users can have quick answers at a simple glance.
What’s interesting in this design is the use of interactive elements: the slider at the top allows you to adjust numbers individually, consequently calculating the price according to your input. The extensive list of features is also concealed behind Hide/Show button, which users can toggle to their liking. As is well-known, interactivity boosts engagement, so including it cleverly is a pleasant bonus to your overall UX score.
Webflow is an excellent example of organizing chaos.
Webflow has a very intricate pricing model, so there’s a lot of information to cover. They make the best use of various drop-down menus so that users don’t get overwhelmed entirely but, at the same time, can access any information they personally deem relevant. FAQ block is also available at the bottom, with various questions answered. Instead of testimonials, the website flexes an array of companies’ logos that chose Webflow. This is another excellent social proof tactic if you are a more mature business and already have some big names on the list of your clients.
Welcome is a platform for holding webinars that executes a different approach. They do not shy away from the high Starter rate, but that’s also the only price tag you will find on the webpage. And still, Welcome has a separate pricing page with features lists and an in-depth FAQ.
The business is clearly focused on providing services to enterprises. While many companies choose to skip the pricing page entirely as they do not have stable rates to present, Welcome takes another road. They showcase the offer, lists the benefits, and suggest booking a demo. The design is also on brand, invoking a sense of more high-end services with classic black and white, modern fonts as the base, and magnetic gradients for a strong, attention-grabbing effect.
If you puzzling over how to talk about pricing without talking about pricing, this is your clue.
There are hundreds of examples to draw inspiration from. The SaaS industry is booming more than ever, so new websites are emerging regularly, perfecting established techniques and finding new approaches. It is important to remember, though, not to copy the look you like blindly, as a website chosen as a reference might have different needs, goals, and industry standards than yours.
Our advice would be to look around, get a general feeling, and then focus on the aspects that suit you, your business, and your product. Hopefully, this article helped you to find a general direction.
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SaaS website design is a SaaS marketing website's UX and UI design. This niche has its own staples and best practices as to what makes a great website. One should design such a website with SaaS intricacies in mind to best show the benefits of a service presented.
Elements of a good SaaS website include a comprehensive Value proposition, a presentation of your product, and how it should be used. It is preferable to provide users with a demo or a free trial. Remember to position strategic CTAs and your contact information in an easily accessible viewing place.
A great SaaS website is a marketing website that represents your product comprehensively and appealingly. This goal is achieved by constructing an engaging user flow, intuitive UX, and UI that looks professional and attractive to your target audience.
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