Modern website design for growing SaaS companies

A SaaS marketing site has an unusual job. It has to explain a product to someone who has never seen it, in less time than they are willing to give it, without lying about what the product currently does.

The most common failure is not ugliness. It is a homepage that describes a category rather than a product. Visitors can tell within a sentence whether you are talking about software or about a market, and only one of those keeps them reading.

Performance is part of the argument, not a separate concern. A page that takes four seconds to paint has already lost a share of its audience before the copy gets a chance to work, and no amount of hero photography recovers them.

Search matters for the same reason. If the pages that explain the product only exist once JavaScript has run, they are not pages as far as a crawler is concerned, and the site depends on paid traffic forever.

The sites that work tend to be structurally boring: fast, static where they can be, specific about the product, and honest about who it is not for. That last one converts better than almost anything else on the page.