Budgeting for your next B2B SaaS website can be intimidating. We get it, this is a big decision and there are many moving parts to consider. But don’t worry; we’re here to help you make sense of the numbers and figure out how to create a brief, and what elements make a difference, to meet your needs.
Follow these three steps and you’ll be well on your way to a successful launch.
Your core purpose of your B2B SaaS website is likely to be lead generation. These may come in the form of free trial leads or booked demos for your sales teams; however, it could also be increasing SEO rankings.
For enterprise SaaS, companies may need more of a brochure website for prospects who might need more information before making a purchase decision, or for outbound sales to link out too.
Many SaaS products are looking to make an impression on others with their logo and branding. But is your company’s visual identity outdated? Is it time for a change?
Should a new logo and visual identity be part of this project?
A B2B SaaS website strategy is focused on insight, analysis and the master plan for working out how to get where you want to be, ensuring a website that is perfectly aligned to your business is created.
Key things to define in your strategy are:
Start with listing all the pages you want in your new website. Typical sections on a SaaS website are:
Other sections to consider are use cases, solution pages and career sections.
Are you happy with the content on your current site (assuming you have a site already), or do you need new content?
What tone of voice should your website take? And what do you need to differentiate yourself from the competition and stay on top?
Ensure messages work on a website – they should be short, snappy and easy enough for the reader to skim through.
Unicorn can write content for your new website. This could start from a brand perspective and create completely new messaging, down to just copy-editing content you provide.
What websites do you like, or not like? Typically, these will be websites of your competitors however it’s worth looking further afield starting with other SaaS websites and then consider any website.
You may find a website that’s perfect or a couple of websites to base your design on. Take inspiration from other sites, both big and small by collecting images together on a mood board. Think of elements like headers, footers, graphics and fonts you like.
More creative designs are likely to need a bigger budget than something conventional.
Graphics can really bring a website to life. SaaS websites typically have a mixture of screenshots (sometimes stylised screenshots), stock photos and custom graphics or illustrations.
You need to decide what’s best for your website, many leading websites use an assortment of all these elements in the same graphic.
Stock photos are a cheaper option, but they often don’t have the same level of quality as custom graphics. Screenshots can be stylised to make them more interesting and engaging for readers.
Stock photos and using screenshots from your product will be the cheapest option. However custom graphics and illustrations will really bring your website to life.
For those of you who don’t want to spend too much, Wix and Squarespace are good choices for building a website. You’re limited with templates but if that doesn’t bother you these builders may be perfect! Builders typically have excess code which can make your site difficult to optimise for SEO, so this is something worth looking into before committing one way or the other.
We build all our B2B SaaS websites, using custom builds on WordPress. This way you get the power of the most popular content management system (CMS) in the world, and we can customise your website exactly how you want it with a platform as powerful as WordPress.
Things that will have an impact on the budget are:
Key SEO tasks for a new website are:
Building a website to SEO best practice and ensuring a smooth migration should be standard with any new website, but don’t make assumptions and check. You may want to provide your own keyword research and maybe even meta titles and descriptions. Or an agency can create these for you as part of the project.
Once a website is launched, it should not be the end of your journey to create that site. Maintenance tasks like updating WordPress functionality and plugins at least monthly will ensure your site stays up-to-date with all new features.
Continuous improvement takes us to conversion rate optimisation. See this blog post for information on that.
The final consideration is where you host your website. We would recommend WP Engine for WordPress websites. Your website will be backed up daily and have strong security that protects against DDoS attacks as well as a staging server for any developments before they are live – all at an affordable price!
The best SaaS website briefs include answers for all the above. You may have this down to the last detail or just know you need a new website and want an agency to create the brief for you, based on their experience.
Either way the brief needs to be spec’d at first to be able to quote for your new website.
The key considerations are:
Websites from Unicorn start at around £10,000 and whilst there is no limit, they typically go up to about £50,000.
We’ve been creating websites for SaaS companies since 2009 so know what triggers to pull to get leads coming in. If you require a new website or help to improve your website conversion rate get in touch and request a free consultation.