A typical SaaS website must achieve three ridiculously ambitious objectives.
- It must introduce the product and make it stand out among the (enormous!) competition,
- The website has to convince visitors to sign up for trial or request a demo.
- It also must support the company’s SEO efforts to attract those people in the first place.
What’s more, it must do it with the short copy featured on its pages, typically.
SaaS websites rarely include long passages of text explaining the product, after all. SaaS companies prefer putting the emphasis on the design to convey the message.
But I must be fair. Most SaaS websites achieve the first two objectives well. Some better than others, of course. Overall, however, most software companies have realized how to use the site to engage and convert potential users already.
But they rarely consider how various design elements affect SEO. As a result, SaaS websites often miss out on essential factors that help attract more targeted traffic.
For you, this is an opportunity. You can get ahead of the competition in Google by optimizing the site to drive search performance too.
