Introduction
A SaaS marketing site exists to produce signups. That makes its structure predictable: say what it does, show it working, prove other people use it, state the price, and ask. Sites underperform by reordering that or padding it out.
It is the structure we used for Aromatic, our free Framer SaaS marketing template.
The Order That Works
Problem, product, proof, price, signup. Visitors read in that sequence whether or not the page is built that way, and a page that answers those questions out of order forces them to hunt.
The most common mistake is leading with the company rather than the problem. Nobody arrives caring who you are; they care whether this fixes their thing.
Show the Product Early
A screenshot or a short loop of the actual interface, high on the page, does more than three paragraphs of benefit copy. People want to see what they are buying, and hiding the product behind abstractions reads as having nothing to show.
Earns its place | Usually dead weight |
|---|---|
Product screenshot above the fold | Abstract illustration of a concept |
Named testimonials with role and company | Anonymous quotes |
Pricing with a recommended plan marked | Contact us for pricing |
One primary call to action, repeated | Four competing buttons per section |
The Pricing Table
Three plans, with the middle one marked as recommended, is still the pattern most SaaS sites land on, because it makes the decision small. What each plan actually unlocks needs to be legible at a glance; a long feature matrix in small type is where people give up.
If you have an annual discount, show the monthly equivalent rather than the yearly total. The smaller number is the one people compare against.
Proof Near the Ask
Testimonials collected in one block halfway down do less work than the same quotes placed next to the thing they support. A quote about onboarding belongs beside the signup button, not in a carousel with eleven others.
What to Cut
Most SaaS sites carry two or three sections nobody reads: a values statement, a founder note, and a logo wall of companies that only trialled once. Cutting them shortens the path to the signup, and shortening that path is nearly always the highest return change available.
Aromatic is free to remix; the others are listed in our roundup of free Framer templates.
