Ignoring User Research — “We Know What Our Users Want”

Why It’s a Problem:

SaaS founders often assume they understand their audience better than anyone. After all, you built the product, right?Unfortunately, this approach leads to sites designed for you — not your potential customers.

User research means gathering real feedback, running usability tests, and analyzing how people behave on your site.

Solution:

  • Conduct usability testing
  • Build user personas (fictional representations of your audience)
  • Use heatmaps and session recordings
  • Don’t rely on your gut — rely on data

 

 

Treating the Website as a Digital Brochure, Not a Sales Funnel

Why It’s a Problem:

Your SaaS website isn’t a branding exercise — it’s a sales tool. Yet too many startups build websites that “look nice” but fail to convert.

A SaaS website should guide visitors from curiosity to action — fast. Every section should push them toward signing up, not just admiring your color palette.

Solution:

  • Strong headlines explaining your value proposition
  • Clear CTAs (Call to Actions) like “Start Free Trial” or “Book a Demo”
  • Social proof: client logos, testimonials, case studies

 

Burying the CTA — Hope Your Users Bring Shovels

Why It’s a Problem:

If your “Start Free Trial” button is harder to find than your Series A, you’ve got a problem. Users don’t dig. They bounce.

Solution:

  • CTA above the fold
  • Repeat CTA after every major section

  • Sticky header with a permanent CTA button

     

 

Underestimating Mobile Users — “Our Clients Are Desktop People”

Why It’s a Problem:

60%+ of SaaS website traffic comes from mobile devices. Still, many SaaS websites look like broken PowerPoints on smartphones.

Solution:

  • Responsive design is non-negotiable
  • Test on real devices, not just browser resizers
  • Avoid hover interactions — thumbs don’t hover

 

 

Overloading Features — Forgetting People Buy Solutions, Not Checklists

Why It’s a Problem:

Pages packed with endless feature lists scream insecurity. Users care about outcomes, not your 147 integrations or JSON API.

Solution:

  • Translate features into benefits
  • Use simple, outcome-driven copy
  • Focus on user pain points and how you solve them

Final Thoughts: Your SaaS Website Is a Sales Tool — Treat It Like One

There’s a simple reason SaaS startups fail at their websites: they forget it’s not art — it’s sales.

✅ Do the research.


✅ Fix the speed.


✅ Write like a human.


✅ And above all — sell the damn product.


Otherwise, enjoy your beautiful site… that nobody converts on.