Most SaaS sites look the same because most SaaS sites get the same advice. Here's the stripped-down version: 7 sections, in order, with one job each.
1. Hero — answer "what + who" in 3 seconds
Headline says what the product is. Subheadline says who it's for. Primary CTA goes to signup, not a demo form. If a visitor can't repeat your value prop after one scroll, the hero failed.
2. Social proof bar — borrow credibility immediately
Logos of customers, investors, or press. No testimonials yet — too early in the scroll. Greyscale, small, above the fold or right below it.
3. The problem section — name the pain in their words
One sentence per pain point. If you're describing the persona's Monday morning, you're doing it right. If you're describing your features, restart.
4. The product, shown not told
Annotated product screenshots or a short looping video. Real UI, real data — not Figma mockups. Each visual should map to a pain point from section 3.
5. Features grid — but only 3-6 of them
Group features by outcome, not by module. "Ship faster" beats "CLI tool." Resist the urge to list everything; the changelog is for that.
6. Pricing — visible, with a recommended tier
Hiding pricing behind "Contact sales" loses self-serve revenue. If you have to gate it, at least show starting price and what's included. Mark one tier as "Most popular" — it lifts conversion 10-30% by itself.
7. Final CTA — single, large, unmistakable
No nav, no footer links, no "Or read our blog." One action: start trial / book demo / sign up. The footer comes after.
Benchmarks to beat
- Time-to-first-meaningful-paint under 1.5s
- Hero CTA click rate above 8%
- Pricing-page-to-signup above 12%
If you're below any of these, the design is leaking money — not the ads.