How to use website social proof: strategies and examples that work
Nov 27, 2024
An effective SaaS website needs to attract, engage, and convert visitors. The user experience, design, copy, performance, and structure of your site all play their part in achieving this. In this blog, we explore some of the best SaaS websites that you can use for inspiration in 2024.
As a SaaS website design agency, we've looked at and created countless SaaS websites, so we understand what makes them successful.
To inspire your next project, here are 15 SaaS websites that give businesses a market-leading presence.
Databox is an excellent example of a SaaS website that strikes a perfect balance between an exceptional user experience, creativity, and a unique brand identity.
They have a clear message that immediately explains what Databox does and how it helps, leaving no room for confusion. They also provide supporting social proof to back up their claims. The hero image is static, which means it doesn't distract the brain from consuming the message, but it's visual enough to demonstrate the platform's appearance and core functionality. The calls to action are clear and use direct language, so it's easy to understand what happens when you click.
As you navigate through the website, the messaging is clear throughout, and social proof is used strategically. Product screenshots are also used, balancing an authentic platform appearance with an enhanced look and feel for the website.
The pricing is presented in a clear and concise way, allowing you to choose how much information you want to see and displaying it clearly throughout. The sticky pricing bar is useful so you can easily compare packages as you look through the features.
Wynter lives and breathes their core values of clear, concise messaging to their target audience. The homepage hero section exemplifies this. After reading it, you know exactly what Wynter does and how it benefits you. The looping video supports the core message and shows you precisely how the platform works, enhancing the overall user experience rather than distracting from it.
It's also good to see that the yellow background is used sparingly and effectively. With a bold colour like yellow, there's a danger of overdoing it and compromising readability. However, when presenting more copy on the page, Wynter uses a white background, which helps readability, leaving the yellow background mainly for hero sections and bold statements.
Designed and developed by Blend
Partful's website offers a creative and engaging experience. The homepage hero section has a unique design that includes the key elements you need to see first: the core message, call-to-action, and social proof. Their vibrant colour palette highlights important elements like value propositions and calls-to-action. The looping animation works with their core message to show you exactly what the product can do.
Throughout the website, video, animation, and high-quality photos blend together to clearly showcase their product, giving users a clear understanding of the platform even before they need to book a demo.
Apollo's website uses clean typography with clear differentiation upfront. The looping animation usefully demonstrates how Apollo's different features work. The professional animation style allows you to see the platform's look and functionality in a polished way. Product images throughout the website show exactly what you'll see inside Apollo. The tabber section on the homepage is a good example - you can select each feature to preview how it looks within the platform.
The custom hero sections make an impact creatively. Importantly, they also separate out the platform's features, showing how they work individually while tying back into the full integrated platform.
The navigation is a well-executed mega menu. It's clear and easy to use without being overwhelming, using icons and text styles effectively to distinguish sections.
Craft's website is a great example of getting the basics of website design right. It has clear typography and well-used white space that enhances the overall aesthetic appeal. The combination of these design elements creates an easy-to-navigate website.
One standout feature is the fantastic product imagery. Each image is carefully chosen to highlight the unique features and benefits of their offerings. This attention to detail helps potential customers visualise the product.
The website also provides clear calls-to-action, with the background making the message stand out effectively. The simple menu sticks to the simplistic theme, further enhancing user experience by allowing easy navigation throughout the site.
Designed and developed by Blend
Labguru's website is vibrant and engaging. From the moment visitors land on the site, they are captivated. The homepage greets them with a clear message explaining exactly what their platform does and how it benefits the visitor. The animated gradient logo adds a premium creative touch without distracting from the message.
Product videos and animations are used frequently throughout the website to support the copy and demonstrate the platform, making it easy for visitors to understand how it works and the value it offers.
Labguru's website also features bespoke illustrations forming a unified design. These not only enhance the visual appeal but also perfectly align with Labguru's brand identity. The illustrations bring creativity and uniqueness.
Various forms of social proof are placed strategically throughout, which is particularly important in industries like life-sciences that place significant importance on evidence.
Ramp's website immediately grabs visitors' attention.
One key element that sets it apart is the subtle use of animation. By incorporating animations strategically, Ramp maintains a balance between keeping the core message easy to digest while also providing an engaging and interactive browsing experience.
The website is very clean and well-spaced throughout, putting particular emphasis on the typography, which lets the message and copy take centre stage. When visuals are used, they are intentional and easy to consume, not overwhelming.
Rainforest's website is a good example of how to combine lifestyle and product imagery to connect with your target audience while also showcasing the product.
While the overall user experience (UX) follows conventional principles, the design elements elevate the website. The attention to detail and thoughtful placement of visuals, animations, and videos make the UX feel refreshing and unique. These small design choices set Rainforest apart and make their website appealing.
The navigation is a great example of presenting multiple items clearly and concisely, using varied backgrounds, illustrations, and typography to clearly distinguish menu items.
Designed and developed by Blend
Second Nature's website is vibrant, fun, and engaging. The homepage has an immersive looping video that gives a quick insight into what the software looks like. The entire website has a positive design, blending product imagery and relatable stock photos, which perfectly captures the essence of their target audience.
Offering a seamless and intuitive user experience, it guides visitors to valuable informational content and is optimised for demo requests.
Loom's website put's particular emphasis on bold typography and strong headline copy, which clearly communicate their value proposition and benefit statements.
When animation is used, it's designed in a way that allows you to consume it on the page without needing to play a video. This means it blends right into the user experience through the website.
The use cases section is particularly useful. This clearly highlights how Loom can be used to solve particular problems and visually communicates how this can be done. Within the use case pages, social proof is aligned to the vertical they're covering, providing evidence to the visitor that Loom is being used by companies just like theirs.
PandaDoc does a great job visualising their product and highlighting its simplistic nature, which is a key benefit they promote.
Throughout the website, clear product animations and visuals combine with the copy to effectively communicate the message.
The demo page provides a particularly great experience. It clearly outlines the steps to book a demo, what to expect after booking, and the benefits of booking a demo. They also cleverly use social proof as added evidence at this crucial conversion point.
Designed and developed by Blend
Breathe's modern, fresh design reflects their core message of putting people first. With an emphasis on user experience, the website seamlessly integrates stylised product imagery with images of people, creating a connection between their offering and audience.
The carefully crafted design showcases the importance of human interaction and highlights Breathe's commitment to a user-friendly platform. By combining engaging visuals with intuitive navigation, visitors can easily find information and understand how Breathe can benefit their organisation.
Figma understands their audience and what will engage them. Their website has engaging visual functionality that immerses you into their product directly on web pages. It cleverly shows how the tool works collaboratively with different team members.
When diving into individual products, they dial back movement within visuals and focus on the platform's benefits.
The bespoke illustrations representing each of Figma's products in the navigation adds a creative touch that extends throughout the pages.
Asana gets the basics right without overcomplicating their website. The typography, backgrounds, and imagery focus on clarity and easy consumption. With little movement and ample white space, it's easy to consume the presented information without distractions, creating a strong and memorable message.
The comprehensive website covers everything you'd need to know about Asana without talking to sales. While this means the navigation is large, it remains clear and easy to use thanks to distinct typography, iconography, and background choices.
Designed and developed by Blend
Equiem's website is a great example of doing the fundamentals right - building a website with the core components needed for success.
The design, content, and visuals all work together to convey Equiem's positioning with clarity and impact. Video is used sparingly and placed strategically so that the players blend into the website experience and maintain a suitable size.
A variety of backgrounds distinguish website sections without impacting readability, opting for darker backgrounds with large typography to highlight the core messages they want to address.
The user experience makes it easy for visitors to explore Equiem's offering, while optimised conversion paths capture high-intent demo requests to increase pipeline.
As you looked through the websites in this blog, you likely noticed some recurring themes. Let's explore what qualities the best SaaS websites share and why they're so effective.
When someone visits your website, they should quickly understand if it's what they're looking for and if your business can address their needs. To nail your messaging, clearly state what you offer and who it helps. Avoid catchy phrases that confuse rather than clarify.
Differentiation matters, and it comes in various forms. What truly counts is that it's genuine and distinguishes you from your main competitors. This is what will captivate your visitors.
Keep in mind that points of differentiation aren't just limited to your product or service. They can also arise from aspects like your customer service, company culture, organisation, or how you cater to specific user needs.
The most effective way to present a SaaS product is by displaying it directly. This involves using real screenshots, even if they're enhanced for your website's aesthetic. It's the most straightforward way to show visitors how your product can help them and precisely what it offers.
B2B buyers are time-poor; you have only seconds to engage them. Your goal is to understand their needs and offer them the most relevant options in the navigation. By guiding them along their expected journey and limiting choices to what truly matters, you show that you understand them and are confident in your offerings. When using drop-down or mega menus, keep them clear and manageable to avoid overwhelming visitors.
The design and visual appeal of your website play a crucial role in creating an engaging and memorable experience. Top SaaS websites are creatively designed, integrating unique branded elements throughout to maintain a consistent and personalised look. This approach enhances the brand's identity and leaves a lasting impression.
Offering evidence to back up your claims reassures visitors and encourages them to take action. In SaaS purchases, proof is especially crucial, as it helps buyers feel more confident and justifies their decisions, especially when facing significant costs.
The simplest and most common method to showcase proof is by displaying customer logos, testimonials, or case studies. Whenever possible, leverage these to build trust and credibility.
Your marketing budget isn't meant for managing complex server infrastructure and software patches. It's better spent creating effective, buyer-centric user experiences that grow your pipeline. That's why we believe HubSpot Content Hub is the best platform for SaaS websites.
HubSpot takes care of the technical stuff. It provides a powerful development and editing environment that enables you to create, optimise, and evolve a market-leading website without IT and security headaches.
