Checklist
SaaS website checklist
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What does a SaaS marketing site need that a normal business site doesn't?
A SaaS site has to explain an abstract product to a skimming visitor fast — what it does, who it is for, and what makes it different from the three other tools the visitor has already looked at. Product screenshots, a short explainer of the core workflow, and specific outcome language ("cuts reporting time," not "revolutionary platform") do more work than generic marketing copy.
Unlike most business sites, the SaaS site's real job is often to move a visitor into a self-serve trial or demo booking, not to close the sale on the page itself — so the path from landing page to signup needs to be short and obvious.
How should pricing be presented?
Buyers evaluating multiple tools expect to see pricing, or at least a clear pricing structure, without booking a call first. Hiding pricing entirely behind a "contact us" form usually filters out self-serve buyers who would have converted, unless your actual sales motion is genuinely enterprise and requires a scoped quote.
Whatever the model — flat tiers, usage-based, seat-based — the pricing page should make it obvious what is included at each tier and what triggers an upgrade, since ambiguous pricing is one of the most common reasons a qualified visitor leaves without converting.
What trust signals actually matter for SaaS buyers?
Specific, named customer logos and outcomes carry more weight than generic testimonials. Security and compliance signals (SOC 2, data residency, uptime) matter more as deal size and buyer seniority increase — a self-serve $20/month tool needs less of this than an enterprise workflow platform.
A visible changelog or roadmap signals an actively maintained product, which matters to buyers who have been burned by abandoned SaaS tools before.
How does the marketing site connect to product signup and onboarding?
The handoff from marketing site to signup flow to first-use experience should feel like one continuous product, not three disconnected pieces built by different teams at different times. Decide early whether the marketing site and the app share a design system, a login state, and consistent messaging — a mismatch here is a common source of drop-off between "clicked signup" and "activated."
What is the realistic cost and timeline?
SaaS marketing sites commonly start from approximately $15,000 AUD, exclusive of GST unless stated, and typically take 8–12 weeks. Product UX, onboarding flows and design-system work are scoped separately from the marketing site because research depth and engineering hand-off vary — a written quote should separate these rather than bundling an ambiguous total.
