Revamping a Website? 8 Mistakes SaaS Owners Should Be Aware Of
Marketing
|
Words by
Jennifer Poblete
|
Last updated
November 21, 2022
Revamping a Website? 8 Mistakes SaaS Owners Should Be Aware Of

👉 38.5% of visitors leave an outdated website.

Is your SaaS guilty? Needs revamping a website?

Because making changes to your SaaS website can be risky—one wrong move, and you could lose traffic, customers, or even worse, revenue.

But it could be worth it. 😉 94% say the look of a website affects whether to stay on that site or just exit.

And to help you get started on your exciting new project, we've put together this list of mistakes to be aware of when revamping your SaaS website

Here we go!

When is the right time to revamp your SaaS website?

It’s true—websites are also sources of leads (and sales) for most SaaS. So it's very important to ensure that yours is always up-to-date and reflects your company well. But how do you know when it's time for a website revamp? 

Here are a few signs that it might be time for your SaaS to invest in a web revamp.

  • Your website content is out-of-date. 

One of the quickest ways to lose website visitors is to have outdated content. If your website content sounds like it no longer delivers your brand message, it might be time for an update.

  • Your website isn't generating leads anymore. 

Unsatisfied with the number of leads your website is generating? It might be time for a change. A good website should be designed with lead generation in mind, so if yours isn't doing the job, it might be time to start a revamp. 

  • Your bounce rate is high. 

If people are coming to your site but are quickly leaving, that's a sign that they're not finding what they're looking for. A revamp can help you clarify your message and simplify things for visitors.

Here’s an interesting fact: A study done by Orbit Media found that websites have an average lifespan of just 2 years and 7 months.

Website revamp vs. Website redesign:  What should I do?

So if you’re thinking about giving your SaaS website a makeover, you must first be clear if it’s a website redesign or a revamp. The thing is, redesigning and revamping a website is often confusing. 

Website Revamp

A website revamp is when you make changes to your existing website without changing the overall design. This could include anything from:

  • web content
  • updating the color scheme
  • adding new features or functionality

Benefits of revamping a website:

  1. It’s typically quicker and less expensive than a complete redesign. If you're happy with your site's general structure and layout, then all you need to do is update the copy, freshen up the design, and add any new features. 

  1. It allows you to keep the elements of your site that are working well. If certain characteristics of your site convert well, there's no need to change everything.

  1. It allows you to test new ideas without starting from scratch. A revamp can be an efficient way to test out a new feature without having to undergo a complete redesign.

Website Redesign

A website redesign (also rebranding) is when you completely change the overall look and feel of your website. This includes everything from the color scheme to the layout to the navigation. 

Look at what this could mean:

CaaSocio-redesign-revamping-a-website
Source

Benefits of redesigning a website:

  1. It makes it easier for you to attract new visitors. An outdated website may make your business feel behind or out of touch. A fresh design can convey that your business is modern and relevant.

  1. It can help you win back lapsed customers. A well-designed website will help jog their memory and bring them back into the fold.

So how often should you update your website?

Your SaaS website is like your storefront—it's often the first (and sometimes the only) interaction potential customers have with your brand. So, keeping it looking fresh, relevant, and engaging is important. 

But how often should you update your site? 

Earlier, we mentioned that website's average lifespan is less than 3 years. You might want to update your website during that time. BUT— if you’re aware that your industry is rapidly-changing, why actually wait for three years? 

The bottom line is that you should assess your website regularly and make updates as needed to ensure that it always represents your identity.

8 mistakes to avoid when revamping a SaaS website

If you're revamping your website, there are a few mistakes you'll want to avoid. Here are 8 of them:

#1 Doing design first

Copy comes last, and design comes first— this usually happens in SaaS website revamping. Sadly, this can lead to an imbalance between visuals and content. It's important to take a collective approach to revamping your website, and that means giving equal attention to both the design and the copy—that’s wireframing copies. 

You can check our blog post about why copy should lead design 🙂. 

#2 Not working with a SaaS strategist

Too often, SaaS owners fail to work with a SaaS strategist when revamping a SaaS website. This is a mistake to avoid because a SaaS strategist can help you assess your current website and identify areas that need improvement. They can help you identify your ideal customer, understand what they need and want from your site, and create a plan for how to deliver it.

 

#3 Not nailing your strategy 

Some SaaS companies make the mistake of not creating a solid strategy before revamping their website. Your strategy should be the foundation upon which your entire website is built including your position and message. Once you have your strategy mapped out, it will be much easier to craft messaging and copy that supports it.

#4 Not planning your web structure

One mistake we see when companies revamp their websites is not taking the time to plan out their web structure or navigation system. It's important to define what pages you need and how they will be interconnected. A well-planned web structure will make it easier for users to navigate your site and find the information they want. 

#5 Having too many decision-makers

When updating a SaaS website, are you trying to involve everyone in the process? This can quickly lead to "Death by Committee," where the project gets bogged down by too many voices and becomes unfocused. Instead, it's important to focus on involving only a core team of stakeholders who can provide valuable input. 

#6 Not doing market research

Often, businesses fail to conduct adequate market research before revamping their websites. It's important to understand your target audience and what they're looking for in a website. Your website won't be effective unless you know who your market is. 

#7 Making sure the copy suits the CEOs/stakeholders

Trying to please everyone with your website copy is a surefire recipe for disaster. Instead, focus on writing copy that appeals to your target audience. What are their needs and wants? What kind of language do they respond to? Write for your users, not your bosses, and you'll be more likely to create a converting website.

#8Trying to be perfect

When we say "trying to be perfect," we're talking about two things: obsessing over the smallest details and being afraid to launch until everything is just right. But here's the thing—unless you have an unlimited budget (and let's be honest, most of us don't), there will always be room for improvement.

So what could be the consequences of these mistakes?

Revamp may take weeks or even months to finish. Worse, the project never gets done at all. You may end up with a revamped website that is buggy and doesn't meet the needs of your users. 🙁

Tips when revamping a website for SaaS

Before you get started and give your SaaS a much-needed refresh, we'd like to give some tips— but please take note that we’re SaaS copywriters, not web designers 😁.

  • Keep your key messages in mind

You probably want to highlight all your SaaS company's features and benefits on your website. Don’t. Just focus on the unique selling points that set you apart from your competition. Your SaaS copywriter can help you put an emphasis on those messages on your website and ensure they're clearly communicated. They can also help you determine what content is most important to include and what can be left out. 

  • Use compelling visuals

It’s human nature to be visually oriented. Aside from well-written copy, your website should include high-quality images and videos that capture attention and help tell your story. Make sure all visuals are properly optimized and responsive across all devices.

  • Provide a call-to-action (CTA)

On every page, you should tell visitors what you want them to do next. Whether it's subscribing to your newsletter, downloading a white paper, or scheduling a consultation, make it easy for people to take action on your site. Don't be afraid to use white space on your website. empty space can actually be quite effective in drawing attention to specific content or CTAs.

  • Simplify your navigation

One of the most common complaints about SaaS websites is that they're difficult to navigate. This is usually because there are too many menus and sub-menus, making it hard for users to find what they're looking for. To simplify your navigation, streamline your menus, and get rid of any unnecessary links—resist the temptation to pack too much information onto each page.

  • Don't forget testing

Once you've launched your new website, it's important to test how effective the copy is at converting visitors into leads or customers. Try A/B testing different headlines or CTAs to see what gets the best results.

  • Optimize for Mobile

In today's mobile-first world, it's essential to make sure that your website is optimized for smaller screens. This means designing a responsive layout that will look great on all devices, from smartphones to tablets to laptops.

Successfully revamp your SaaS website

A website should always be a SaaS asset. And if it needs freshening up? No need to worry, there's nothing uncommon about a SaaS revamping a website. But what’s common is for SaaS owners to fall into some (avoidable) revamping mistakes. 

  1. Doing design first
  2. Not working with a SaaS strategist
  3. Not nailing your strategy 
  4. Not planning your web structure
  5. Having too many decision-makers
  6. Not doing market research
  7. Making the copy to suit the CEOs/stakeholders' liking
  8. Trying to be perfect

When you avoid these mistakes, a website revamp is both aesthetically pleasing and highly conversion-optimized. 

Oh! Don't forget the power of great web copy. It should tell visitors what your product does and why they need it—most importantly, persuade them to take the next step in the sales process.

So if you're looking for someone to help with your website copy, look no further than our team of experts at CaaSocio. We would be happy to help you create a website that converts visitors into customers. 

Book a call with us so we can talk.

More Blogs