SaaSpattern
From Founders to Founders

Typical SaaS website components

A practical checklist of common sections you’ll find on high-performing SaaS marketing sites, plus best practices for each.

On this page

Use this as a reference when you’re auditing a landing page, planning a redesign, or building a new marketing site from scratch.

NavigationHeroSocial ProofFeature gridHow it worksUse casesPricingFAQCTA stripFooter

Navigation

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Your primary wayfinding. It should make the next click obvious and reduce decision fatigue.

Best practices

  • Keep it short: 4–6 primary links max; everything else goes in secondary navigation or the footer.
  • Use clear, specific labels (“Pricing”, “Security”, “Docs”)—avoid clever names that make users think.
  • Make the primary CTA visually distinct (e.g., “Start free”, “Book a demo”) and keep it consistent across pages.
  • Support keyboard + focus states, and ensure contrast works on the hero background (especially with a glass header).

Hero

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The hero should answer: what is this, who is it for, and why should I care—within 5 seconds.

Best practices

  • Lead with a concrete outcome (not a feature list). Pair it with a short clarifying subheadline.
  • Use one dominant CTA and one secondary CTA (e.g., “See examples”, “Watch demo”).
  • Show proof early: customer logos, a credible metric, or a testimonial snippet near the fold.
  • Avoid stock visuals; show the product or a clear illustration of the value.

Social Proof

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Trust accelerators that reduce perceived risk and support your core claim.

Best practices

  • Match proof to the claim (e.g., if you claim speed, show metrics + quotes about speed).
  • Prefer specific testimonials (role + company + outcome) over generic praise.
  • Keep it scannable: 6–12 logos or 2–4 strong testimonials, not a wall of text.
  • Include permissioned assets and avoid “logo soup” without context on enterprise pages.

Feature grid

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A structured way to explain how the product delivers the outcome from the hero.

Best practices

  • Group features into 3–6 themes; don’t list everything you’ve built.
  • Write benefits first, features second (what it enables, then how).
  • Use consistent cards: short titles, 1–2 sentences, optional “Learn more” link.
  • Add micro-proof where possible (screenshots, mini-metrics, or short quotes).

How it works

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A simple mental model of the workflow—reduces ambiguity and boosts conversion.

Best practices

  • Use 3–5 steps max; each step should be a verb + outcome.
  • Show the lifecycle: onboarding → value moment → ongoing usage.
  • If setup is non-trivial, link to docs and clarify time-to-value (“Set up in 10 minutes”).
  • Use visuals (screens, diagrams) but keep copy readable and concise.

Use cases

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Helps prospects self-identify and find the most relevant path to value.

Best practices

  • Segment by job-to-be-done (not by your internal product modules).
  • Include examples and outcomes (“Reduce churn”, “Speed up onboarding”).
  • Link each use case to a deeper page with specific proof and a tailored CTA.
  • Avoid making every use case sound the same—differentiate with details.

Pricing

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A decision aid. Pricing pages succeed when they remove uncertainty and make comparison easy.

Best practices

  • Anchor plans around who they’re for; highlight the recommended plan.
  • Make constraints explicit (seats, usage, limits) and define all terms.
  • Include FAQs for billing, cancellation, and procurement/security questions.
  • Offer a clear next step: start trial, buy now, or book a demo—don’t hide the action.

FAQ

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Objection handling in a friendly format—best near pricing and CTAs.

Best practices

  • Write the questions customers actually ask (sales/support logs are gold).
  • Keep answers short, with links for deeper docs (security, API, billing).
  • Include the “hard” questions: migration, data export, downtime, refunds.
  • Use collapsible sections with accessible disclosure patterns.

CTA strip

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A focused conversion moment that repeats the value and asks for one action.

Best practices

  • Repeat the core promise in different words; keep the CTA text action-oriented.
  • Reduce friction: show what happens next (“No credit card”, “14-day trial”).
  • Avoid multiple competing CTAs in the same block—one primary is enough.
  • Place CTAs after proof and after key explanations (not only at the top).