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B2B SaaS Website Design Trends You Can’t Afford to Ignore

April 28, 2023 - Written by Jessi Russell
Home > Blog > B2B SaaS Website Design Trends You Can’t Afford to Ignore

In the highly competitive world of B2B SaaS, having a well-designed website makes all the difference in attracting and retaining customers. As technology and user expectations evolve, so do B2B website design trends. Keeping up with the latest trends can help your company stand out from the crowd and stay ahead of the competition.

13 B2B Website Design Trends for SaaS Companies

In this post, we’ll explore the modern B2B website design trends you can’t ignore if you want to succeed in the world of SaaS. From navigation structure to color trends to social proof ideas, here are key features that not only look great but also help drive conversions.

1. Call to Action Buttons That Pop

Call to action (CTA) buttons are an essential element of any website, and especially for those in B2B SaaS. To be effective, though, CTA buttons must stand out in your website design.

Many B2B websites are leaning into this conversion-driving trend, incorporating buttons in eye-catching colors that break away from the rest of the website’s color palette. It’s also a common practice to feature the same bold button style throughout the website. This helps create consistency and draw attention to the main action you want users to take, no matter where they are on your website.

B2B Website Design Trends | CaptivateIQ


B2B Website Design Trends | Suzy


2. Subtle Secondary Hero CTAs

A secondary CTA is a prompt that encourages website visitors to take an alternative action if they are not ready to commit to the primary CTA. Although considered a secondary desired action, these CTAs are an important part of B2B website design, as they often move visitors closer to the primary conversion goal.

Good SaaS website designers typically include them beside the primary CTA in the homepage hero. Common secondary CTA options include “See Pricing,” “See Plans,” and “Try Free.” These secondary CTAs tend to have a less bold button design but still complement the primary CTA button style.

B2B Website Design Trends | dotloop


B2B Website Design Trends | Tray.io


3. Bold Color in the Homepage Hero Section

The hero section of a website is the first thing visitors see when they land on your website. It typically contains a large image or video, a headline, and a call to action. To make a lasting first impression and capture user interest, many B2B SaaS companies introduce a bold section as the first thing on the page.

Bold colors can help create a strong visual impact and convey a sense of energy, excitement, and confidence about your brand. They can also aid in creating strong brand recognition since bold colors are often more memorable than a muted color palette. By using bold brand colors in the hero section, you generate interest right away and encourage readers to keep going down the page.

B2B Website Design Trends | Pocus


B2B Website Design Trends | Benchling


4. (On That Note) Trending Color Schemes

Color is a powerful tool in website design and can significantly impact visitors’ perceptions and emotions. As such, color trends often emerge based on user preferences and feedback. Using a popular color scheme can help your website appear current and relevant and can make your brand appear more up-to-date and in tune with current design trends.

Some common color schemes being used on B2B SaaS websites today include pink and orange, purple and white, blue and white, and purple and black.

But beware.

If your goal is to stand out from the competition, you may actually want to avoid these trending B2B color schemes or encourage your design team to find unique ways to implement them to ensure a distinctive brand identity.

Pink and orange

B2B Website Design Trends | Higher LogicHigher Logic

Purple and white

B2B Website Design Trends | LatticeLattice

B2B Website Design Trends | rechargeRecharge

Blue and white

B2B Website Design Trends | BufferBuffer


Purple and black

B2B Website Design Trends | HYCU



5. Color blocking

One of the B2B website design trends that aids in both aesthetic and site organization is color blocking. Designers use color blocking to differentiate between page sections, which creates a visually striking and organized layout. This technique is great for highlighting important information and creating a clear hierarchy of content. Color blocking can also help with accessibility (ADA compliance), which is becoming a priority for an increasing number of companies. This is because creating a high contrast between foreground and background colors makes it easier for users with visual impairments to read and navigate a website.

B2B Website Design Trends | Dooly


B2B Website Design Trends | PitchBook


6. Strong, Clear H1 Homepage Copy

As mentioned above, the homepage hero on your website is likely the first thing visitors will see. This means it provides a crucial opportunity to leave a positive impression and to not confuse users with unclear content or company jargon. Many SaaS companies rely on this precious real estate to simply state their value proposition. This gives web visitors a clear understanding of what the company offers and encourages them to continue on the site when the copy aligns with the users’ goals.



7. Company/Client Logos As Social Proof

Social proof is a psychological phenomenon that occurs when people look to others to determine what is correct, popular, or trustworthy. In B2B website design, social proof is a powerful tool used to increase credibility, trust, and conversion rates. One of the most common sections found on modern B2B SaaS websites is a social proof section that includes the logos of past and present companies that have used your product or service. Whether the companies are household names or not, these logos confirm for website visitors that others are in fact engaged with your brand.

One other important note when it comes to logo sections and B2B website design trends is the placement of these social proof sections. Many SaaS websites value them so much, that they include them right after the hero section on their homepage.

B2B Website Design Trends | Aptivio



B2B Website Design Trends | Ramp


8. Quantifiable Data As Social Proof

Another common social proof section used in SaaS website design is a data or stats section that validates a platform or product for a user. If your company can measure the success your product brings its users, you should show it off since metrics are a clear way to communicate your value to website visitors. B2B website designs often put a lot of emphasis on these sections, as designers and marketers want this valuable information to stand out.


B2B Website Design Trends | A-LIGNA-LIGN

9. Subtle Section Animations or Even No Animation

When it comes to animation trends on B2B SaaS websites, many organizations are opting to let their content do the talking. It’s most common to see either subtle section animations as a user scrolls down the page or no section animations at all – meaning all the content is already loaded on the page as a user scrolls. There are many benefits to using a less-is-more animation approach on a conversion-focused website. A website layout with little animation can lead to a better user experience, increased accessibility, faster loading times, and a stronger focus on content.



10. Imagery Featuring Product Screenshots or Mockups

While many websites feature stock photography and other graphics or icons to add visual interest, the use of product screenshots (or even branded representations if your product design doesn’t match your new website’s branding) on a B2B SaaS website is a trend worth copying.

Screenshots help potential customers understand your product better, because they are a clear visual representation of how it works. Seeing the features and functionality of the product in action also provides more clarity than written copy. This leads to customers having a better sense of what to expect and may lead to higher conversions.

Showcasing how your product works builds credibility too, since it shows that your company is transparent and confident in the product. Following this SaaS website trend may also help differentiate you from your competitors since you can easily highlight unique or standout product features.



11. Streamlined Navigation Architecture

Having a well-structured navigation is crucial for website usability, as it enables users to efficiently access all areas of the site. The most effective navigations use clear, concise language and provide links to relevant content. For B2B SaaS websites, there are some common trends for navigation architecture. Many B2B site navigations contain somewhere between four and six main menu items. This includes links to common pages for SaaS websites like Products, Solutions, Pricing, Platform, and Resources.

The main takeaway from this design trend is to not get fancy with naming or design for website navigation or overload users with information. Give your website visitors exactly what they expect to find so they can navigate your site as easily as possible.



12. Current Product User CTA Placement

Because SaaS websites often need to cater to potential and current product users, it’s important to consider how the design affects existing customers. One structural design trend is to separate the existing customers’ login from the other main navigation items. These logins are often featured in a utility navigation above the main navigation if space is an issue or are to the right of the navigation near the main CTA button. Either way, using one of these common placement options is important since users will know what to expect once they start using your product.



13. CTA Callout Banners

Marketers have many conversion goals on a SaaS website other than users requesting a demo or signing up for a product. This includes calling out things like thought leadership content, important product announcements, product offers, and more. Callout banners above the main website navigation can provide improved visibility and increased engagement for these key initiatives, which is why you’ll see this trend used on many B2B websites.



Learn More About Our B2B SaaS Website Design Process

Motion Tactic is a B2B web design agency that specializes in SaaS websites and B2B website design trends. Our team designs and develops websites for marketers who are looking to make a big impact in their organizations. We use our expertise to create websites and brands for B2B companies and SaaS companies that are specifically optimized for performance and creative design. Schedule a consultation to learn more.

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