Web Design

SaaS Website Redesign: A Complete Guide + 10 Examples

How are today’s leading SaaS companies ensuring their websites are designed to build pipeline? Many times, the first step is a SaaS website redesign.

Hannah Nicole Espejo
Hannah Nicole Espejo
3 minutes

With today’s hyper-competitive market, the fastest growing SaaS brands understand that their website is never finished. Staying ahead of the game means consistently evolving your website’s design — from showcasing new product features to enhancing the user experience. 

Oftentimes, this evolution means going through a SaaS website redesign.

Now, you might be wondering: How do I know it’s time for a website redesign? What does a successful website redesign look like? How long would a redesign take?

You’ve got questions — we’ve got answers. Keep reading to discover key indicators that you’re in need of a SaaS website redesign.

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Indicators Your SaaS Website Needs a Redesign


Whether or not you are considering one, it’s important to be mindful of the following signs that indicate your SaaS website needs a redesign.

Outdated Design

Let’s be honest – most people judge a book by its cover.  If your website is uninviting or unappealing, users won't hesitate to click away.

It’s crucial to establish an aesthetically pleasing and engaging web design that creates a lasting impression on site visitors and encourages them to learn more about your business. 

According to a consumer survey by Adobe, 59% of global users prefer browsing a beautifully designed website over a basic, unappealing one.

Therefore, including attractive visual elements beyond compelling content can boost time spent on a website. And if you can succeed at both content and design, you put your site in the best position for more engagement, more conversions, and more sales.

Another sign of an outdated website is inconsistent branding. Perhaps your logo, colors, or messaging have been updated on social media and marketing assets - but not your website. 

It is critical to remember: the website is the most important digital vehicle for any SaaS organization. If your branding isn’t clear and concise, your website is the best place to restart.

Poor User Experience

A lack of information hierarchy, illegible fonts, or cluttered navigation bars are a few design elements that signal your website is providing a negative user experience.

When a website is difficult to navigate, users may struggle to find important and relevant information, leading to confusion and a high bounce rate.

 If users can’t have an intuitive and delightful experience on your site, they'll quickly look to your competitors for one. 

More important today than ever, your website must also be optimized for all screen sizes. With mobile users accounting for 66% of global web traffic, creating an exceptional mobile-friendly website design is still too often overlooked. If these users cannot easily scroll, access buttons, or load pages quickly, you are neglecting a significant percentage of potential customers.

Decreasing Conversion Rates

Have you noticed a drop in your website’s conversion rate? There’s a strong chance that’s attributable to a flaw in design.

Research shows that a well-designed website can drastically increase the conversion rate by 200%. Needless to say, your SaaS website design should be optimized to convert visitors into customers. 

This means ditching poor design practices, such as:

  • Unclear/misplaced CTAs

  • Overcomplicated forms

  • Poor copywriting

  • Slow page load times

  • Lack of trust signals

A redesign can address these shortcomings and skyrocket your conversions.

Improper Structure to Scale

As a SaaS website expands, it can be difficult to maintain simplicity and a logical hierarchy. Especially when content production accelerates, content will eventually outgrow older design.

Pages become harder to find, templates become overused, and the clutter will start to negatively impact your SEO.

Another common constraint by design is the navigation bar. It is critical to maintain an orderly menu that maximizes intuitiveness and engagement. Moreover, a nav bar should showcase important pages, point users towards the information they are looking for, and assist search engines in crawling your website.

By addressing site architecture during the redesign process, you ensure your website is built for the long term.

Limited Customization

Content editors — this one’s for you. Or really, for anyone who struggles to quickly update their website or launch new pages. 

Limited customization options hinder the ability to scale your website over time. These include restrictive templates and layouts that don’t provide the flexibility to create and publish tailored content. 

A website redesign that prioritizes customization can implement modular design - an approach that empowers content editors to quickly build web pages with reusable components.

This means teams have more control, faster deployment, and endless customization opportunities.

Interested in learning more about modular design? Read our free guide on how modular web design can future-proof your B2B SaaS website. Check it out here!

Restrictive Tech Stack

If you’re having trouble building new features or integrating the latest tools on your website, then you have some redesign decisions to consider.

Traditional websites are built on a monolithic CMS, or systems used to make website and content updates. With a monolithic CMS, the website’s front-end, back-end, and database are tightly coupled. This leads to a restrictive tech stack that often yields high maintenance costs,  lack of scalability, and third party integrations. 

As a result, your website may lack modern features, responsiveness, or integration capabilities needed to deliver a positive user experience.

With a website overhaul, you can rebuild using advanced technologies like modern front-end frameworks and headless content management systems. In doing so, you are creating a future-proof foundation that has become the gold standard for SaaS websites.

What Makes for a Successful Redesign?


When redesigning a SaaS website, there are several factors to consider. To get you started on the right foot, here are a few components to add to your SaaS website redesign checklist!

User-centric Design

An intuitively designed website is essential for any SaaS company looking to grow. To ensure your website redesign prioritizes usability and efficiency, here are a couple of features you can implement: 

  • 🧭 Organized navigation bars with drop-down menus

  • 👀 Clear visual hierarchy

  • 👆 Responsive design

  • 🛠️ Microinteractions and Tooltips 

It’s also important to design with accessibility in mind. This consists of using other visual cues for colorblind users, such as an underlining and icons.

By following inclusive user-centric design practices, your website is bound to see an increase in user engagement and conversion rates.

Engaging Creative Elements

Your website only has a few seconds to make a lasting impression on visitors, which means having a captivating website design can make all the difference. 

An effective SaaS website redesign can introduce eye-catching creative like:

  • 🔠 Bold typography

  • 🌀 3D/Interactive elements

  • 🌈 Cohesive color schemes 

  • 🏃 Dynamic motion illustrations

Adding exciting elements to your SaaS website redesign creates a scroll-stopping experience for users, boosts time spent on your website, and increases the likelihood of driving conversions. 

Consistency Across Pages

Consistency is key — especially when it comes to redesigning a SaaS website. 

When users come across a consistent website, they can easily find information and engage with your content.

Here are a few key components that need to be kept consistent:

  • 📰 Layout styles

  • 🔤 Typography

  • ❗ CTA buttons

  • 🎨 Color palettes

Having a visually consistent SaaS website also generates positive brand perception, which inspires confidence in your product/services and makes for a memorable message.

Keep things consistent and your redesign will be set up for success. 

Now that you understand what goes into creating a successful redesign, next we will explain how the redesign process goes from the perspective of a B2B SaaS web design agency.

Want 50+ More Prime Examples of B2B SaaS Web Design?

There's a ton more you don't want to miss out on! Download the complete Best B2B SaaS Websites eBook for FREE! We showcase even more web pages to help you draw inspiration for your own site.

The Process of Redesigning a SaaS Website 

Let's shed light on how a SaaS website design agency like Webstacks navigates a successful website redesign. 

Discovery Workshop


A successful website redesign starts with a collaborative meeting to align all stakeholders on the brand's current state, and goals of the project.

In this phase, we discuss your target audience, conduct a UX audit to identify desired changes for existing pages, and create mood boards to refine the website’s brand identity. 

The final discovery step is a word association exercise that aims to understand a new website’s personality. On a scale of 1-5, stakeholders rate how well an adjective (like playful, futuristic, or fancy) resonates with their brand. Then, designers are able to get a sense of direction to begin experimenting with.

Design Vignettes


After the workshop, we design three vignettes of a landing page, each showcasing a unique design approach.

Vignettes are meant to display the key building blocks of the website redesign, like colors, typography, and buttons. Although the vignettes do not reflect the final designs, they are a vital step to gather feedback from stakeholders and refine the project’s direction. 

Design System: From Atoms to Components


Following approval in the previous stage, Webstacks creates the design system for your website using atomic design principles.

An atomic design system breaks down a visual interface into the smallest, reusable atoms that can be combined to form molecules, organisms, templates, and pages. 

This approach ensures the SaaS website’s redesign prioritizes scalability and consistency across the entire website.

Component Development


Once the overall design system is in place, it’s handed off to our development team who manages the entire front-end of the new website.

At this phase, developers take the atomic design system and build the website’s structure at the component level.  

When it comes to front-end development, Webstacks utilizes modern React frameworks like Gatsby and Next.js to build the fastest, most secure websites.

CMS Development


To empower your own team to continually build website pages, Webstacks uses a modular design methodology.

We start with the content modeling process, which involves constructing content types–from field text to media–to create reusable components. With those components, we assemble customizable page templates that can be implemented to build and publish pages at scale. Think of it as putting together web pages like lego blocks.

Now, your content editors have a strong foundation for efficient content personalization and distribution, as well as the flexibility to build as many pages as you want without the need for development resources.

Enablement and Training

Finally, Webstacks provides resources that teach our client’s teams how to autonomously edit and build net-new web pages.

Your team would be trained to use the best CMS that allows your team to provide omnichannel experiences for your customers. This means walking through the benefits of a headless CMS, such as Contentful, that allows content editors to update website content across multiple channels and scale content production. 

SaaS Website Redesign Examples

Now that you understand an agency’s process of redesigning a SaaS website, let’s explore some successful SaaS website redesigns and the enhancements that Webstacks has brought to some of the world’s fastest growing B2B SaaS companies! 

1. Osano


Osano is a leading data privacy platform that works with businesses to ensure compliance with data governance regulations.

Stand-out results from Osano’s website redesign:

  • A stylish, modern design that fully embraces their brand colors

  • Sleek new illustrations of their platform’s UI

  • Multiple trust signals establishing authority and credibility

  • A navigation menu that neatly organizes over 35 different pages 

2. Meow


A fintech startup, Meow helps companies earn an extra yield on their cash by offering access to US treasuries and high-yield business checking accounts.

Design improvements we love from Meow:

  • Bright text with shadow backgrounds that boldly stand out

  • 3-dimensional and animated elements that are eye-catching

  • Call-to-action in the hero to drive more interaction

  • Light/dark mode toggle which makes for a cool Easter egg

3. Truework


Truework is a one-stop platform that allows banks, lenders, and others to verify income and employment.

Callouts from the Truework redesign:

  • Lively gradients to draw attention

  • Restructured navigation bar that is more SEO-friendly

  • Microinteractions within text and buttons to boost user experience 

  • Cards and card deck components for better organization

4. Shopmonkey


Shopmonkey is a cloud-based auto repair shop management platform that simplifies business operations for mechanics and shop owners.

Key aspects of Shopmonkey’s redesigned website:

  • Refreshed illustrations highlighting the Shopmonkey platform

  • Enhanced brand experience with testimonial videos and reviews

  • Increased page speed by migrating from Webflow to a headless CMS

5. OctoML


OctoML, the machine learning startup that helps enterprises optimize and deploy generative models, took their website to the next level with a modular design approach.

Highlights of the OctoML refresh:

  • Demo video on the homepage which increases engagement

  • A typography that fits AI and OctoML’s brand

  • Addition of hover states and other microinteractions

  • A simple and effective layout that speaks to OctoML’s core competencies

6. Lineup.ai


Another artificial intelligence company, Lineup.ai provides restaurants with automated forecasting software to improve their efficiency and profitability.

Things to point out from Lineup.ai’s redesign:

  • Bold, straightforward headings to draw visitors in

  • Animation of the Lineup.ai platform in the hero that attracts attention

  • Clever use of iconography to provide contextual clues 

  • Playful illustrations that subtly fill whitespace

7. Deepgram


The leading Speech-to-Text API, Deepgram automatically transcribes real-time or pre-recorded audio and video into text with AI.

Favorite improvements from Deepgram’s redesign:

  • Use of dark backdrops, white text, and colorful gradients

  • Interactive component that let web visitors demo Deepgram

  • Use of emojis, icons, and other symbols that give the brand a playful vibe

  • Sharp and bold typography that fits with Deepgram and the overall design

8. Snowflake


Used by organizations around the world, Snowflake has cloud data warehousing solutions that make it easy to transform, integrate, and analyze data. Webstacks partnered with Snowflake to redesign their educational microsite, Snowflake University.

Top takeaways the Snowflake University project :

  • Color palettes matching Snowflake’s corporate branding

  • Optimization for desktop, tablet, and mobile screen displays

  • Revamped navigation bar for better accessibility

9. Semgrep


Semgrep is an open-source static analysis tool that helps developers find and fix security vulnerabilities and coding errors in their codebase.

Design features to note from the Semgrep site upgrade:

  • Thoughtful use of Semgrep’s green throughout page components

  • Captivating illustrations that complement copywriting

  • Embedded videos that showcase Semgrep’s products

10. Trust Machines


Trust Machines is a Web3 startup that specializes in building an ecosystem of decentralized applications and technologies to grow the Bitcoin economy. A brand new startup, Trust Machines came to Webstacks with a simple one-page Squarespace website. In this unique project, our designers, developers, and content marketers came together to build a brand and website from the ground up.

Highlights from Trust Machines website project:

  • A futuristic, Web3-inspired design system to establish a consistent visual identity

  • A dynamic navigation bar with drop downs to maximize accessibility

  • Improved performance with Gatsby.js - a React front-end framework

  • A better content editing experience with Builder.io - a visual CMS

Learn more about the Trust Machines website project here!

Closing Thoughts

Whether you’re considering a redesign or just interested in some SaaS website design inspiration, we hope you enjoyed reading about the ins and outs from Webstacks. 

Now that we’ve covered the major indicators, qualities, and process behind successful redesigns in SaaS, you’re more than ready for your next website redesign.

If you’re seeking more inspiration, we got you covered with 50+ examples of the best B2B SaaS websites.

Want 50+ More Prime Examples of B2B SaaS Web Design?

There's a ton more you don't want to miss out on! Download the complete Best B2B SaaS Websites eBook for FREE! We showcase even more web pages to help you draw inspiration for your own site.

Need help planning a website redesign? At Webstacks, we help high-growth tech leaders maximize their website’s potential with next-gen solutions for SaaS web design and development. If you have questions about your next redesign project, feel free to connect with our team of website experts!

SaaS Website Redesign FAQs

When should I consider a redesign project?

You should consider redesigning a SaaS website if you are experiencing any of the following pain points:

  • “My website is slow”

  • “I can’t easily make changes to my website”

  • “My conversion rate is significantly dropping”

  • "My website branding is outdated and inconsistent”

  • “My attribution is a mess”

  • “I’m having trouble outranking my competitors”

How often should a SaaS website undergo a redesign?

The frequency of redesigning a SaaS website depends on multiple factors, such as your specific business needs and goals, user expectations, industry trends, and technological advancements. While there are no strict timeframes for website redesigns, it’s generally recommended to consider a redesign every 2 to 3 years.

How much does a SaaS website redesign cost?

The cost of a SaaS website redesign depends on your specific needs and requirements. Factors that can impact the cost of a website redesign include the complexity of the design, number of pages, tech stack, type of functionality required, and any custom features or integrations. As a result, there is no one-size-fits-all answer to how much you should expect to spend on a SaaS website redesign.

How long does the process take to redesign a SaaS website?

The time it takes to redesign a SaaS website can vary depending on factors, such as:

  • Complexity of the website

  • Number of page templates

  • Type of project (in-house, freelancers, or agency)

In most cases, it will take anywhere between 6-12 months to complete a website redesign.

At Webstacks, we manage website projects slightly differently than traditional agencies. Our processes allow us to move extremely fast, and ship new websites within 90-120 days. Learn more about Webstacks’ unique approach to building SaaS websites here!

What are the benefits of working with an agency to redesign a SaaS website?

Hiring an agency like Webstacks to redesign a SaaS website has several advantages over using internal resources or freelancers. With an agency, you get to:

  • Work with a full stack of web experts, ranging from design, development, search engine optimization, content marketing, and conversion rate optimization.

  • Save valuable time and resources that would otherwise be spent on internally managing the redesign.

  • Launch your website project exponentially faster.

  • Receive training, enablement, and ongoing support for your team.

  • Have a dedicated customer success manager and team that can match your velocity and meet tight deadlines.

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Table of contents
Indicators Your SaaS Website Needs a Redesign
What Makes for a Successful Redesign?
The Process of Redesigning a SaaS Website 
SaaS Website Redesign Examples
1. Osano
2. Meow
3. Truework
4. Shopmonkey
5. OctoML
6. Lineup.ai
7. Deepgram
8. Snowflake
9. Semgrep
10. Trust Machines
Closing Thoughts