Your website is pretty much like dating…

Your SaaS website is pretty much like dating…

People land on it, they learn about you, and they fall in love.

But the reality is most of the time it’s a bad romantic dinner…

And you end up wasting a lot of money and effort to buy the happiness.

I see so many, so many SaaS companies taking wrong decisions when fixing their conversion rates.

They hire big agencies, spend money on research, hunt the latest hack….

Desperately looking to turn complete strangers into “Netflix & Chill” relationship

And if you don’t get it - I’m talking about turning traffic into paid users.

Your visitor's search pattern never changed.

Your website is a labyrinth of information. And your job is to provide the right guidance so your visitor can find answers and take action.

And I'm sad. Because a lot of talents that provide web design services are shy to say "hey man, your navigation sucks!"

See, when visitors find the answers on homepage, they just move down the pipeline. From checking the pricing. All the way to learning about features and ultimately start their trial.

Whether it’s you or your competitor.

Your website is your #1 salesperson, working 24/7. It guides their zombie brains through a labyrinth of noise and information. Make sure your website help them at every stage of their decision journey by simply having these pages on your website:

Pricing Page
Have a clear pricing page that’s based on benefits and not features. People buy software because they help solve their problems. If your feature is “Audio files transcription”, make sure you translate the benefit of “converting your podcasts to SEO articles”.

Don’t forget to have a comparison table also. 75% of people that land on a Pricing page, always compare. They want to know why they should choose you.

Is it because of pricing? Is it because of benefits?

Finally, check if you have easy payment options. Today’s money will always be more valuable than tomorrow’s money.

Alternative Pages
The very next step in this “traffic & information labyrinth” is that people search for alternatives. Hell, I lost my time trying to find a cheaper and better alternative to my CRM.

Think about your top 5-6 competitors and create alternative pages so people know why they should choose you over the competition.

Demo Page
If you do provide a demo, make sure people can easily access this page. Tell them what exactly they will learn during the demo and how it will benefit them.

If your product is low price, simply offer a video demo instead of a fully-fledged demo over Zoom or Google Meet.

When people signup for your demo, ask them for the right info.

And I’m not talking about their First or Last name.

Nanananana!

What are those top 4 questions your sales team always asks your prospects?

Add these questions in your demo form and give your sales team a helping hand by proving prospect answers upfront.

Reviews Page
It's difficult for someone to pick yet another app that won’t fit their needs. When people buy, they usually look for a good recommendation.

Is there anyone else using this app and got success?

Add a quick page on your website with your software's reviews from G2, GetApp, Product Hunt... from everywhere.

Put screenshots of client emails, demo videos, and product shot-out (if any).

Don’t allow G2 or another third-party review website to control the narrative.

Features Page
This probably is the very first page you’ve created on your site. But a lot of software companies get it wrong.

They kill this page with tons of sections that never convert.

Instead, have a simple Features page that shows how your product works.

Where your features fit within your user’s life, their work, and their dreams?

Add simple CTAs. Use testimonials. And most importantly, show screenshots from your app.

Final Tip
When you develop the copy for these pages, keep it plain English.

People hate buzzwords or industry jargons.

Makes harder to get your message heard. Focus on benefits rather than features.

I hope these tips make sense to you. Please, don't do another website redesign or ask people to leave feedback on how beautiful your site is.

A strong navigation will always beat a weak design.

If streets would lack signs - it would be super hard to figure out where to go, even if the street is the sexiest in the world.