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Role of a Website in Your SaaS Product’s Customer Journey

on 24 June 2024, by Dimi, in Blog, WordPress, Cloud, Guides

by Dimi

Today, SaaS products thrive on building strong customer bases. But with so many touchpoints, how do you create an experience that acquires your SaaS customers and retains them? The answer lies at the heart of your online presence: your website. In this guide, we’ll delve into the various stages of a SaaS customer journey, highlighting your website's crucial role in this journey.

From initial awareness to long-term retention, let’s look at how to leverage your website to optimize your customer’s journey and fuel the success of your SaaS product. First, here is an overview of a SaaS product’s customer journey.

Overview of a SaaS Product’s Customer Journey

The journey of SaaS product customers is generally similar to other customers, regardless of whether they’re the end users of your product or if they want to resell it. It outlines the stages your customers go from leads to ultimately becoming advocates of your brand.

Here are the key steps of your SaaS product’s customer journey.

Source: Adobe Experience Cloud Blog

Stage 1: Awareness

This is when a customer will identify a problem or inefficiency in their workflow that needs a solution. This could be a marketing automation software or, in our case, a website builder for their agency.

As such, they will start researching online (mostly on Google), for potential solutions.

Stage 2: Consideration

At this stage, customers consider your SaaS product a viable solution to their problem. But, at this stage, you’re simply an option among your competitors. They’re comparing your product to similar businesses and alternative solutions, using the information you provide on your website. So, you need to give them a reason to stick around and move to the next step. This could be a free trial, a white-label option, or anything else your competitors don’t offer.

Stage 3: Purchase/Decision

After assessing options and identifying your solution as the best alternative, they’re ready to make a purchasing decision. They will likely get in touch with your sales team to discuss how to best integrate your SaaS product into their ecosystem.

Or they can just buy it directly from your product page if no further customization is required.

Stage 4: Retention/Loyalty

After getting a customer, you’ll want to keep them around to get repeat business. After all, it costs 5 – 25 times less to retain a customer compared to acquiring a new one. You can have a high customer retention rate if you deliver your SaaS product as your customers expect it and provide them with a great experience.

Stage 5: Advocacy

If customers get to this stage, they’re extremely pleased with your business and are willing to promote it to new potential customers. This is your ultimate goal as a SaaS founder as it guarantees you long-term revenue and a growing customer base.

The importance of a website in a SaaS product’s customer journey can’t be overstated. Nine times out of ten it is the first and the last touchpoint customers have with your business. So, let’s get into the details and see the specific role of a website in your SaaS product journey.

The Role of a Website in Your SaaS Product’s Customer Journey

Today, it is standard practice for businesses to have a website. But why is it especially important for SaaS businesses to have one? For SaaS companies, a website goes beyond just being a digital brochure. If we compare it to a traditional brick-and-mortar store, a website is your digital salesperson, showroom, and storefront all wrapped up in one.

Your website, especially when well-designed, performs numerous roles in your SaaS product’s customer journey including the following.

1: It is a powerful marketing tool that reels in potential customers

As mentioned earlier, SaaS customers will search online for solutions when they identify a problem or inefficiency in their workflow. As the face of your SaaS business’s online presence, your website can help them identify your product as a potential solution through marketing strategies such as:

SEO - By spreading out relevant keywords across your homepage, product page, titles, etc., your website makes it easy for potential customers to find your business.
Content marketing - Your website’s blog and documentation serve as a content marketing hub for your tutorials, blogs, and any other material that educates your target market about your SaaS product.

When customers search for a solution you’ve written about, your blog post/tutorial will lead them to your business.

For SaaS businesses, a website is a cost-effective marketing tool. It enables you to boost brand awareness with minimum investment. The best part? Google reports that this is how 90% of B2B buyers find products.

2: It is key to delivering a great first impression

Your website is often the first point of contact, making it crucial for delivering a great first impression. Consequently, as a SaaS founder, you should invest in creating a well-designed website because of the following reasons:

First impressions are 94% design related.
75% of potential customers will judge your website’s credibility based on its design.
38% of first-time visitors will cease to engage with a website when its content or layout is unattractive.

Such strong numbers behind website design underpin its importance in the early stages of your customer’s journey. It can make all the difference in your customers moving from the awareness stage to consideration.

If they visit your website and are pleased with the appearance, they’re more likely to proceed further down the sales funnel. It makes an immediate visual impact on them, grabbing their attention and retaining it for the preceding stages of their journey.

3: Providing a seamless user experience

Aesthetics aside, your website should provide customers with a seamless browsing and purchasing experience. Most importantly, your website should clearly communicate your value proposition to customers.

Let’s say you’re selling CRM software, it should show how your product will manage customer relationships by doing things like tracking leads, storing contact information, etc.

Secondly, the design should be clear, uncluttered, and intuitive. Potential customers should be able to navigate through it, find what they’re looking for, and make a purchase easily. Lastly, if you have a free trial or signups, your website should allow them to complete these processes smoothly.

Design elements that enhance user experience

A user-centric design goes a long way in retaining your users as soon as they land on your website. After all, nearly half (48%) of users admit to leaving a business website for a competitor. To keep them engaged:

Design effective CTA buttons. If you want to learn more about creating high-converting CTAs, our Call to Action guide will get you up to speed.

Have a clear navigation menu.
Maintain a consistent layout, fonts, and messaging across the website.
Have a simple but intuitive interface.

4: Your website as a conversion and retention tool

A well-designed website makes a great first impression and retains potential customers. This has a ripple effect on your conversions. In addition, it serves as your storefront, helping you to promote your SaaS product and convince customers to buy it.

Here is where you’ll host components that nudge customers to make a purchasing decision including:

Trust seals and security badges

Before new customers can buy from you, they need to know your business is legitimate and that they won’t fall victim to fraud. By including accredited trust seals from trusted organizations like the BBB and SSL badges, you’ll make them more at ease buying from you.

Customer testimonials, reviews, and ratings

A recent study revealed that 97% of customer rely on reviews to impact their purchasing decisions. Testimonials, reviews, and ratings from previous customers are powerful purchase motivators. Displaying them on your website will help get more customers over the line.

Apart from converting customers, your website also helps you retain them. It is where you’ll provide ongoing support and continuously engage with them. Also, you can use it to deliver updates of your SaaS product, announce new features, and keep users informed about what’s new in your product.

Overall, a website maps out your SaaS customer’s journey from prospects to clients. It guides them through your sales funnel and becomes their go-to resource when they need something from your business.

As such, it only makes sense to have a website as a SaaS business. So if you want to create one, a white label website builder for SaaS is the tool for you.

Leveraging White Label Website Builders for Your SaaS Product’s Website

Website builders allow you to create websites code-free and on their own. But if you want one, curated for agencies and SaaS businesses, then the Brizy Website Builder is for you.

Brizy: The website builder for your SaaS website

Brizy is the best website builder for SaaS companies and agencies for a wide variety of reasons. First, it comes with tons of features that make creating a website for your SaaS business a breeze, such as:

36+ powerful design elements to allow you to create different types of websites.
An intuitive drag-and-drop editor that simplifies the website creation process.
Global colors and fonts.
200+ mobile-optimized templates so you don’t have to start from scratch.

Apart from full websites, you can also build landing pages, popups, and stories.

Offer website building as an extension of your SaaS services

One of Brizy’s stand-out features is its 100% white label. This means you can rebrand the website builder and resell it as your proprietary solution.

You’ll offer a website builder to your clients in addition to your SaaS product. This will not only unlock a new revenue stream but also build a stronger brand with more to offer your clients.

Manage your projects seamlessly

The Brizy Cloud platform is a powerful collaboration tool for your SaaS agency. It has a team collaboration interface where your teams can manage projects for different clients efficiently.

You can create workspaces, add team members, and define their access roles. You can also invite clients to have a preview of their projects before they go online.

Brizy’s website builder is curated for SaaS businesses. But, don’t just take our word for it, here is why companies are choosing Brizy.

Why companies choose Brizy

Here are a few case studies of companies that have leveraged Brizy and the results they got.

A SaaS provider for market leaders like Nike and Nestle needed a popup builder for 10,000+ projects. It integrated Brizy’s popup builder into its workflow and realized an 80 – 400% growth for the first 4 months after the launch.
One of India’s leading LMS providers needed a website builder integrated into its platform. Brizy’s full product suite was implemented with the client’s headless CMS to realize a 17% increase in customer retention rate.

Another SaaS company with 90,000+ customers needed to add drag-and-drop capabilities to its legacy website builder. At launch, the client had over 3000 websites live.

This is simply a tiny subset. Brizy is helping many more SaaS companies build better websites and establish stronger brands.

Wrap up

A website is nearly as important as your SaaS product itself. It helps to bring in customers, showcase your product to them, and convince them to buy. That’s not all, it is also a hub for your customer retention strategies, guaranteeing your business long-term revenue.

Brizy’s white label website builder is built to help SaaS businesses like yours set up high-quality websites and landing pages quickly and easily. On top of that, it allows you to extend your SaaS services to include website building to boost your revenue and customer base.

Try Brizy for your SaaS business today, grow it exponentially, and build a stronger brand.

Article by Dimi

Co-founder & CEO of Brizy, Dimi has a passion for Web projects with cutting-edge tech & great usability. He's always happy to share and connect with others.