Is updating your website really going to significantly boost conversions?

Many marketers are unsure about when to invest in a redesign, often dismissing it as a vanity cost. But instead of hoping a redesign magically increases demo signups, it's essential to first determine if your company is facing any of the following three pain points, as these could indicate that a website redesign could effectively improve conversions:

1. The website is underperforming: Low traffic or visibility can have multiple causes, but poor website architecture is often a key factor. If search engines struggle to crawl your site due to poor structure, ranking high becomes difficult. Additionally, confusing navigation can frustrate users, negatively affecting demo signup rates.

2. The “look and feel” is outdated compared to competitors: Your website’s design is often a prospect’s first impression of your brand. If a competitor’s website appears more modern and professional, they may have an advantage before the buyer’s journey even begins.

3. The website is challenging for marketing teams to maintain: Some sites are built by developers for developers, making it difficult for non-technical marketing teams to make necessary updates quickly. This can lead to bottlenecks, slowing growth as marketers can't promptly implement crucial changes.

If you are experiencing any of these issues, a website redesign could be the solution to enhance performance. However, simply revamping the design and appearance won’t automatically lead to more conversions. Instead, you must identify and address the user experience issues that are hindering conversions and adjust your site accordingly.

Diagnosing these issues can be tricky, which is why we developed the Authority Architecture Framework. This proven SaaS website architecture framework consistently transforms mediocre SaaS sites into demand-generation machines that attract, engage, and convert ideal customers. In this post, we’ll cover:

• Why the traditional approach to SaaS website design is flawed.

• How our Authority Architecture Framework works and why it consistently delivers results.

• Real-world results achieved using the Authority Architecture Framework.

Why the Traditional Approach to Building a B2B SaaS Website Falls Short

The conventional process of designing a SaaS website often looks like this:

• Gather inspiration from other SaaS sites for a mood board.

• Get input from product, engineering, customer service, and sales teams.

• Design the website by committee.

The result? Your website likely ends up looking similar to countless other SaaS sites—pastel colors, vector illustrations, and a cookie-cutter design approach. This can make your brand feel indistinguishable from others in the market.

However, the bigger issue is that there’s no strategic consideration of how the website should guide visitors through different stages of the customer journey. This becomes a problem because not all visitors are ready to book a demo immediately. Some may want to learn how your product works, while others need to understand why your product is superior to competitors.

Two different customer journeys for a SaaS product

If the only clear call to action (CTA) on your website is to schedule a demo, you risk losing potential customers who aren’t ready for that step yet. And without clear educational content addressing how your product solves pain points, prospects won’t progress to the point where they’re ready to request a demo.

As a result, demo signups may either be non-existent or come from unqualified leads, meaning your website isn’t generating paying customers. Additionally, if your website’s information is disorganized, it becomes difficult for search engines to index your site properly, negatively impacting search rankings.

The Solution: The B2B SaaS Authority Architecture Framework

In response to these challenges, we developed the Authority Architecture Framework—an actionable site map we’ve used to build high-converting SaaS websites for numerous clients.

Unlike traditional approaches, the Authority Architecture Framework starts by mapping out the various stages of the customer journey. Then, the website is structured to accommodate these key user journeys, resulting in a site that is not only distinct from other SaaS sites but also effective at moving users through the buyer’s journey, ultimately driving conversions.

This framework serves as a visual guide, showing SaaS companies how to structure their site while helping marketers strategically place content and resources.

View Our B2B SaaS Authority Architecture Website Map by clicking here.

Results Achieved with the Authority Architecture Framework

Before diving into the step-by-step process of implementing the Authority Architecture Framework, here are a few examples of the results it has produced for our clients:

• One SaaS client who adopted the framework in early 2024 saw a substantial increase in organic-sourced leads quarter over quarter.

• For an enterprise relationship management SaaS, implementing the framework resulted in a nearly fourfold increase in non-branded organic impressions.

• Another client, a SaaS company in the field service industry, was struggling with an outdated website that required constant developer maintenance and generated little visitor engagement. We deployed the Authority Architecture Framework in late 2023, completely overhauling their website experience and installing a user-friendly CMS that allowed the marketing team to make updates without involving developers.

The results? Year-over-year, this client saw a:

• 2x increase in demos from organic search,

• 186% growth in organic traffic, and

• 800% boost in organic impressions.

By focusing on a strategic, user-centered approach to website design, the Authority Architecture Framework consistently delivers real, measurable results.

Want to learn more about how we can help you improve conversions by redesigning your website architecture? Reach out about working with us here.

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