A SaaS website is part marketing site, part sales team and part product onboarding. For many start-ups it is where most revenue begins. Yet a surprising number of SaaS websites describe the product in abstract terms (“the platform for modern teams”) and leave visitors unsure what it actually does. A good SaaS website makes the product concrete, shows it working, makes pricing clear and makes the first step easy.
This guide is for UK software and tech companies, from pre-seed start-ups launching their first marketing site to scale-ups redesigning for a new market. It covers what the site needs, the legal pages, and what it costs.
Say what the product does
The homepage headline should say what the product does and who it is for, in words your customer would use. “Rota and timesheet software for care homes” is clear. “Reimagining workforce management” is not. A clear subheading explains the main outcome, and a product screenshot or short looping demo shows it. Visitors decide in seconds whether you are relevant; do not make them scroll to find out.
Then show proof: logos of customers who have agreed to be named, short quotes, and specific outcomes where you have evidence for them. Early-stage companies without many customers can show the founders’ background, the problem they experienced, and a transparent roadmap. Do not invent logos or testimonials; beyond the ethical problem, the Digital Markets, Competition and Consumers Act 2024 bans fake reviews.
Pages a SaaS website needs
| Page | What it must do |
|---|---|
| Home | What it does, for whom, the main outcome, a product visual, proof and a sign-up or demo button. |
| Product or features | How the product works, organised by job to be done rather than internal feature names. |
| Pricing | Plans with prices, what is included, limits, billing terms and a comparison table. |
| Use cases or industries | A page per audience or use case, with relevant examples and language. |
| Security and trust | Hosting location, encryption, access control, certifications such as Cyber Essentials or ISO 27001, and a DPA. |
| Docs and help | Getting started guides, API docs if relevant, and a searchable help centre. |
| About and careers | Team, investors if public, company details and open roles. |
The pricing page
The pricing page is one of the most visited pages on any SaaS site, and hiding prices entirely frustrates buyers who want to self-qualify. Publish prices for self-serve plans with what each includes, usage limits and billing terms (monthly or annual, per user or per workspace). For enterprise plans, “contact us” is normal, but say what the enterprise plan adds and roughly who it is for.
Include a comparison table, answer common billing questions (free trials, cancellation, upgrades, VAT) and make sure the prices match what appears in the product. Consumer-facing subscription products should also watch the new subscription contract rules being introduced under the DMCC Act; check GOV.UK for the current position.
Security, privacy and compliance
Business buyers, especially in regulated sectors, will ask about security before they sign. A security page that explains where data is hosted, how it is encrypted, how access is controlled, how backups work, and which certifications you hold (Cyber Essentials, Cyber Essentials Plus, ISO 27001, SOC 2) saves days of questionnaires. Offer a data processing agreement and list your sub-processors.
Your privacy notice must explain what personal data you process as a controller (website visitors, leads, customers) and your role as a processor for customer data. Cookies and similar tracking for analytics and advertising need consent under PECR, though the Data (Use and Access) Act 2025 relaxed this for some low-risk analytics, so check the ICO’s latest guidance. If you are a limited company, your website must show your registered name, number, place of registration and registered office.
If your product is used by or sold to the public sector, accessibility requirements such as WCAG 2.2 AA may be written into contracts, and your marketing site should meet the same standard.
Sign-up, demos and onboarding
Decide what your main conversion is: free trial, freemium sign-up, or demo request. Self-serve products should make sign-up quick, ask only for what is needed, and get the user into the product fast. Sales-led products should make booking a demo simple, with a calendar rather than a form that waits for a reply, and qualify with a few questions.
The marketing site and the product should feel connected: same design language, same terminology, and a smooth handover from sign-up to the first screen of the app.
Content and search
SaaS companies often grow through content: comparison pages (“us vs competitor”), alternatives pages, templates, calculators and guides that answer the questions your buyers search. Comparison pages must be fair and accurate, stick to facts you can support, and say “at the time of writing”. AI assistants increasingly answer software questions directly, so clear, factual pages about what your product does, who it suits and what it costs are more likely to be cited.
Mistakes SaaS websites make
- Abstract headlines that do not say what the product does.
- No product visuals, or only abstract illustrations.
- Pricing hidden behind “contact sales” for every plan.
- Fake or placeholder logos and testimonials.
- No security page, so every enterprise deal starts with a questionnaire.
- A marketing site that developers must update, so it falls behind the product.
- Slow, heavy pages built with animation libraries that add little.
What a SaaS website costs
SaaS marketing sites cost more when they need extensive product illustration or animation, several audience or industry sections, documentation integrated with the site, localisation for other markets, or tight integration with the product for sign-up and billing. A focused site with clear copy and real screenshots is usually a better first investment than an elaborate one.
Early-stage start-ups often build on Webflow, Framer or similar tools, with templates or a freelancer, for anything from a few hundred pounds to £5,000. Specialist SaaS agencies commonly quote £10,000 to £50,000 or more for a full marketing site with brand work, and larger scale-ups spend considerably more. Documentation platforms and CMS subscriptions usually add monthly costs.
We design SaaS marketing sites from scratch, write the product, pricing and use-case pages with you, and make them easy for your team to update. An early-stage product site fits Own It at £1,795 plus £49/month for up to 25 pages. Growing companies needing integrations with their CRM or product, ongoing SEO and AI-search work, conversion testing and a monthly strategy call fit Pro at £6,950 plus £299/month. Nerdsharks builds for pre-launch start-ups and established software companies alike.