By Kevin Elliott on 2/10/23

Primary data source: The PLG List, Homepage Gallery

A familiar feeling hit me when I visited a SaaS homepage recently.

A smiling woman standing confidently with her arms crossed behind the only copy above the fold greeted me. The headline: “Everyday AI, Extraordinary People.”

My reaction?

I have no idea what Dataiku does. Much less, what it can do for me. I assumed it was another generative AI tool like ChatGPT. I was wrong.

It finally clicked after Dataiku hit me with retargeting ads. Dataiku’s homepage is part of a holistic marketing strategy. As a later-stage company with a horizontal product and $800M+ total funding, they can pull this off.

Startup homepages can’t afford to be this vague. Yet, many are.

On a mission to better understand the most effective go-to-market strategies in tech, PeerSignal recently released its free gallery of 2K+ SaaS B2B homepages, featuring over 600 PLG companies.

Informed by the insights and patterns from that homepage gallery research, this piece answers:

To tackle these questions, we’ve curated 50 of the best B2B SaaS website homepage design examples with descriptions of why they work. But first, let’s go over homepage design basics.

A good website homepage design achieves four things. Marketing Examined founder Alex Garcia calls this the Four-C Framework:

Let’s take a look at these four Cs in action, starting with the headline.

What makes a headline “good”?

After rewriting over 1,000 websites, Demand Curve determined a good headline is made up of three parts:

All three of these elements demand clarity. Unsurprisingly, in their teardown of the Ahrefs homepage, for example, Demand Curve explains how the above-the-fold headline fits this model.

“Rank higher and get more traffic” identifies how users get value and “You don’t have to be an SEO pro” uses objection handling as a hook and speaks directly to customers.

A great headline might be the cornerstone piece of a homepage design, but without a supporting cast of copy as part of a well-articulated content hierarchy, you’re leaving it out to dry.

How you structure and write content blocks on your homepage matters. Supporting content provides context to readers and motivates them to take action when done well.

Typeform is an excellent example of complementing the headline with additional context, leveraging a tactic popularized by Copyhackers called PAS: Problem, Agitation, Solution.

Take a look at the subheader that reinforces the main headline from Typeform. Problem? “You don’t want to make a boring form.” Agitation? “And your audience won’t answer one.” Solution? “Create a Typeform instead — and make everyone happy.”

PLG companies execute supporting content that speaks directly to their audience like they’re people with predictable emotions. It’s smart because it works.

Typeform even sets up a logical hierarchy for their below-the-fold subheaders that guide their homepage visitors on a journey of discovery.

In order: Made for Humans. Designed to Impress. Built with Brains. It’s a narrative roadmap. And all roads lead to signups.

Did you know webpages only have 50 milliseconds to make an impression on visitors? That’s how long it takes for people to make a snap decision in their minds about whether they like something.

That’s why it’s important to ensure you have a compelling design and intentional graphics on your homepage to complement your messaging. If the imagery doesn’t support the messaging, it subtracts from it.

I love AdRoll’s supporting graphic above the fold. It’s literally a revenue-making machine. This is what happens when you let a copywriter doodle ideas for a designer.

Finally, the most influential part of a good homepage design is the CTA.

A great CTA bridges the gap between visitor, and user, reinforced by a UX that provides a simplified process and a clear path of next steps.

Successful CTAs provide “action to value” — offer or tease value that motivates action.

Let’s look at Freshbooks.

They’re going with a single-CTA method to draw attention to an annual sale at the top of their homepage.

The same and only CTA (the small blue button in the navigation bar isn’t clickable) appears two times in this view, once in a small dropdown menu and once in the hero section. They also feature varying anchor texts, “Buy Now & Save” twice and “Try It Free” once.

The CTAs all deliver clarity and promise value. Uniquely spread out and diversified amongst themselves, with only a main one in the middle of the page, they prompt action. And they all lead to a simple landing page (Pricing).

A headline, additional content, a visual look, CTAs—we’ve reviewed descriptions and explanations of these best practices, but how do they fit into a wider framework for a SaaS homepage?

In other words, you’re now tasked with leading and project-managing the enormous company task of…*drum roll*…the HOMEPAGE REDESIGN.

What are all the elements to put on a homepage? How do you structure a website homepage?

There are no hard & fast rules here. But Emily Kramer of the venture fund MKT1 makes a pretty solid case for her basic homepage framework from her newsletter.

This information architecture for a sample homepage design is increasingly common because it simply works for many SaaS businesses.

So let’s break it down, in order. Here are the 7 elements to include on a SaaS homepage:

Many of these seem intuitive. Others are often underappreciated or underutilized. Let’s look at two we haven’t discussed in detail yet: social proof and benefits.

Although social proof is now a best practice, it’s treated as a throw-in on lots of homepages.

That’s a shame because social proof can yield massive dividends when experimented with. For example, Clearbit increased its homepage conversion rate based on one testimonial. High-growth B2B SaaS companies Airtable, Chargebee, and Lattice are also prime examples for different reasons.

Airtable features a large section below the fold to tell a customer story. Case studies are an oft-forgotten type of social proof but are incredibly effective when presented well.

Speaking of leveraging customer stories, Chargebee does something brave: They feature a case study above the fold in their hero section, headline, image, and all.

It stands out and commands your website visitors see themselves in your best customers. Plus, you have to respect Chargebee’s decision to go against the grain.

Speaking of unique, Lattice goes down a similar path, with above-the-fold experimentation of social-proof collateral. What they lack in depth of scope they make up for with variety.

We see not one but two happy customers with smiling faces and a subtle “Rated #1” above the header, all above the standard row of company logos.

It’s a menagerie of social proof that becomes cohesive to website visitors. Now they can easily and quickly trust Lattice.

Finally, what to do with the benefits section? It’s expected, almost necessary, but the basic “subheader with three bullet points each” might be a little run-of-the-mill.

Marketing agency Powered by Search suggests including a lead magnet as a CTA because they’re often missed opportunities to provide pre-purchase education for complex buying decisions.

Talkdesk, perhaps taking cues from Chargebee and Lattice, forgoes this tactic in the header section altogether and adds a downloadable lead magnet above the fold instead, even dedicating their primary CTA to it.

Similarly, companies like Gong incorporate sales enablement CTAs above the fold on their homepage. Each takes you to a popup request form requiring a work email to continue.

Which SaaS homepage designs stand out and what unique observations can we glean from PLG ones? We’ve curated and cataloged dozens of examples and organized them by their strengths.

PLG companies aren’t afraid to talk to end users. Even if they’re not the decision-makers.

Sometimes blatantly, as is the case with LinearB when they say, “Hey Engineering Leader 👋” as part of their hero copy.

Company Name: LinearB

PLG: Yes

Stage: Venture

Offers: Free Trial, Enterprise, Demo

Other times, by leading with the persona, as is the case with CometChat when they say, “In-App Chat for Developers.”

Company Name: CometChat

PLG: Yes

Stage: Venture

Offers: Free Trial, Download/Install, Partners

Lots of headlines feature copy techniques we’ve seen before, but PLG companies explore different and innovative rhetorical techniques.

Notion discusses a value prop on their homepage below the fold by introducing both a pro and a con. “Team up” highlights a benefit and “without the chaos” tackles a pain point.

Company Name: Notion

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise, Download/Install

A good rule of thumb is to describe your product in the headline, spruce it up with a compelling hook, and speak directly to your ICP. Then clarify how it works in the subhead.

It’s a simple tactic, but some PLG companies value this simplicity, like Basecamp, JumpCloud, and RudderStack, below.

Company Name: Basecamp

PLG: Yes

Stage: Growth

Offers: Free Trial

Company Name: JumpCloud

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise, Download/Install, Demo, Buy, Partners

Company Name: RudderStack

PLG: Yes

Stage: Growth

Offers: Free Trial, Free Plan, Enterprise, Download/Install, Demo, Partners

Headlines that take a stand don’t get ignored.

As you scale (think 1,000+ employees), messaging broadens. You sell to more people. You have a platform vs. a product. You start using dynamic text to say all the things, like Databricks, Figma, and Kajabi.

Company Name: Databricks

PLG: Yes

Stage: Scaled

Offers: Free Trial, Enterprise, Open Source, Demo

Company Name: Figma

PLG: Yes

Stage: Scaled

Offers: Free Trial, Enterprise, Download/Install, Open Source, Buy, Partners

Company Name: Kajabi

PLG: No

Stage: Established

Offers: Free Trial, Enterprise, Download/Install, Demo, Partners, Product Tour

Other PLG companies create categories. Their stand? Pioneer the new and vilify the old.

Take a look at Loom’s and Maze’s headlines. The subtext of Loom’s stance is that meetings suck. Maze’s? Customer research takes too long.

Company Name: Loom

PLG: Yes

Stage: Growth

Offers: Free Trial, Enterprise, Download/Install

Company Name: Maze

PLG: Yes

Stage: Growth

Offers: Free Trial, Enterprise, Download/Install, Demo, Buy

The most impactful header copy resonates with readers emotionally. It unveils an anxiety they didn’t consciously know they had. It speaks their language.

Webflow encapsulates this perfectly, selling a website builder to marketers who aren’t web designers or coders.

Company Name: Webflow

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise

Calendly and Retool stick to simple messaging that speaks to the pain points of their audiences. Want an easy life? Want a fast solution? Done.

Company Name: Calendly

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise, Download/Install

Company Name: Retool

PLG: Yes

Stage: Established

Offers: Free Trial, Free Plan, Enterprise, Demo

Sometimes it makes sense to say things that… don’t make sense. Being counterintuitive means being bold.

Fivetran (a top-10 fastest growing app of 2022) might have stolen PeerSignal’s arbitrary 2022 B2B headline award by leveraging this tactic.

Source: Fivetran

Company Name: Fivetran

PLG: Yes

Stage: Scaled

Offers: Free Trial, Enterprise, Demo, Partners

Curiosity Gap (Ask a Question)

Grasp a reader’s curiosity and you’ve got them hooked. But leave an information gap? That’s how you get people craving more.

Asking rhetorical questions is a classic technique for creating curiosity gaps. There’s a reason the Socratic method works so well.

Company Name: Valimail

PLG: Yes

Stage: Venture

Offers: Free Trial, Demo, Partners

Company Name: CallRail

PLG: No

Stage: Established

Offers: Free Trial, Free Plan, Enterprise, Demo, Buy, Partners, Product Tour

Company Name: Wasabi Technologies

PLG: No

Stage: Growth

Offers: Free Trial, Enterprise, Buy, Partners

There’s nothing hotter than staking an opinion (unless, of course, we’re talking about Wasabi Technology’s cloud storage from above).

It shows you’ve got nothing to lose. Be brave, after all.

You could opine about yourself, claiming you’re the best or that you offer the better way, as Asana and Linear do.

Company Name: Asana

PLG: Yes

Stage: Scaled

Offers: Enterprise, Download/Install, Demo, Partners, Product Tour

Company Name: Linear

PLG: Yes

Stage: Venture

Offers: Free Plan, Enterprise, Download/Install

Or you could call it as you see it, like Metadata does. Their opinion? Their solution has no B.S.

Company Name: Metadata

PLG: No

Stage: Growth

Offers: Enterprise, Demo, Partners, Product Tour

Other opinions could be external-facing. Kiddom, the maker of education software, thinks that textbooks alone are insufficient for today’s modern world. Personally I miss quill and paper, but that’s just me.

Company Name: Kiddom

PLG: No

Stage: Venture

Offers: Enterprise

By poking the bear, you address the core pain point you relieve or desire you fulfill. What’s that one elusive thing sleeping in the corner you want to wake up?

For example, ZenBusiness promises to help fulfill the dream of entrepreneurship.

Company Name: ZenBusiness

PLG: Yes

Stage: Established

Offers: Enterprise, Buy, Partners

Productboard wakes up a different desire. Don’t just ship a deliverable faster, but actually get it right, too.

Company Name: Productboard

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise, Download/Install, Demo

Nothing stops me from bouncing from a website better than a good laugh. Some say it’s not professional for a B2B company to show personality, but we found a couple SaaS businesses making their own homepage rules.

Starting with Tyk. I have to admit, as a nerd, this headline made me chuckle.

Company Name: Tyk

PLG: No

Stage: Growth

Offers: Free Trial, Enterprise, Open Source, Demo, Partners

You don’t even have to tell a joke. One similar tactic is what I call “Embarrass Your Mother” — say something eyebrow-raising.

A colleague of mine who’s a software engineer told me his biggest fear is “breaking shit.” Exact words.

I guess CodeLogic knows how to talk to their end users…

Company Name: CodeLogic

PLG: No

Stage: Venture

Offers: Free Trial, Enterprise

Don’t lie, you’ve always wanted to stir the pot.

If you’re afraid, why?

Think about it. Your product is already picking a fight. You’ve built a solution that solves a problem better than “the other guys.” The whole point of your product is to do better than “the other guys” have. Your content should reflect that.

How do Splash pick a fight? Coming out with some pretty big words, is how. Period.

Company Name: Splash

PLG: No

Stage: Growth

Offers: Free Trial, Enterprise, Demo, Partners, Product Tour

Moz is a little more subtle. In a flurry of SEO softwares—trust them, there’s a smarter way (and it’s them).

Company Name: Moz

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise, Demo

And Tiled dares to speak as if they're looking for a fight. Telling you your situation is a pain point before you even necessarily need to agree it is? Well played, Tiled.

Company Name: Tiled

PLG: No

Stage: Established

Offers: Free Trial, Demo, Partners

Are you a SaaS website-content marketer who was an English major? This one’s for you!

Create word pictures. Use metaphor or vivid language to make the vague tangible or the mundane lively.

Apollo, Checkfront and Egnyte showcase word pictures on their homepage designs.

Company Name: Apollo

PLG: Yes

Stage: Established

Offers: Free Trial, Free Plan, Enterprise, Download/Install, Demo, Buy, Partners

Company Name: Checkfront

PLG: Yes

Stage: Growth

Offers: Free Trial, Enterprise, Demo, Partners, Product Tour

Company Name: Egnyte

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise, Download/Install, Demo, Buy, Partners, Product Tour

As you transition to PLG or start growing after launching from a PLG model, your product expands with new features and integrations. You begin to offer a platform that does many things. Your solution, in short, is to be the world’s best in your area.

Some of the best examples of content on homepage designs reassure visitors that a platform is the world’s most effective solution, like 1Password does above the fold.

Company Name: 1Password

PLG: Yes

Stage: Established

Offers: Free Trial, Enterprise, Download/Install, Demo, Partners, Product Tour

Stripe writes great below-the-fold copy to address one of their user segments. In a sea of API frameworks in the financial-infrastructure market, Stripe has the all-encompassing one.

Company Name: Stripe

PLG: Yes

Stage: Scaled

Offers: Enterprise, Open Source, Buy, Partners

Other websites focus on a lot of clients’ northstar metric: revenue growth.

Many PLG companies tend to speak to end users, not buyers, so hyping up business benefits is increasingly less common on homepage designs.

But here’s the thing: In Martech and Sales tech, users are more likely to also be buyers or at least have individual KPIs fewer steps removed from company-wide OKRs.

Mailchimp leads with the business impact in the headline and reinforces the “how” above the fold with value props and features — appealing to the decision maker and end user.

Company Name: Mailchimp

PLG: Yes

Stage: Scaled

Offers: Free Trial, Enterprise, Download/Install, Demo, Buy, Partners

Finally, I’d be remiss to not shout out how well ServiceTitan resonates with their users via their homepage content blocks.

Company Name: ServiceTitan

PLG: No

Stage: Scaled

Offers: Enterprise, Demo, Partners, Product Tour

Check out some of their subheaders. “Invest in your success.” “Build like the best in your industry.” “Confidence with every decision.” “Take control of your future.”

It’s like a masterclass in content writing that tugs at the emotional pulls and pushes of their buyers, ambitious small-business entrepreneurs neither necessarily business-savvy nor technically sophisticated.

Little wonder ServiceTitan managed to become one of only two non-PLG SaaS businesses to crack the top-10 on the Forbes Cloud 100 list.

The best homepage website designs play with color. Color is important because different colors have specific psychological effects, impacting conversion rates by 10–50%.

Blue is still going strong. In fact, 19% of the SaaS sites in our dataset feature blue as a primary color. Though purple’s making a run. And it certainly pops as 9% use purple in their palette. Could Gong be the influencer? OG purple gradient?

After rebranding from Integromat, Make seems to think there’s no good reason for the purple gradient to ever die.

To be fair, we think it works for them. There’s no denying it helps their CTA button pass the squint test.

Company Name: Make

PLG: Yes

Stage: Growth

Offers: Free Plan, Enterprise, Demo, Buy, Partners

Color gradients might be a longstanding trend hanging on stubbornly amongst SaaS homepage designs, but Karbon pushes a grayscale gradient to stand out.

Goodbye neon-pop. Hello to clean, crisp and sharp.

Company Name: Karbon

PLG: Yes

Stage: Growth

Offers: Free Trial, Enterprise, Download/Install

But our favorite use of color? Probably Elementor, if for no other reason that it’s impossible not to make a splash in SaaS with pink. #SpalshInSaaS

Company Name: Elementor

PLG: Yes

Stage: Established

Offers: Buy

Aside from color choices, we also see PLG companies increasingly use dynamic homepage designs thanks to the scalability of dynamic graphics and layouts and the increased functionality that dynamic designs yield.

But a few aren’t afraid to stick to more static homepage designs with minimalist aesthetics.

We had to know some would buck the trend. Static homepage layouts typically load faster in browsers, a huge SEO benefit, and are less likely to dilute the impact of your messaging.

One of my favorite static homepages? Favro kills it with their hero section.

Although there is some limited dynamic design below the fold, there’s no escaping the power of plain text above static CTA buttons with no images or graphics—let alone dynamic elements. It shows confidence.

Company Name: Favro

PLG: Yes

Stage: Venture

Offers: Free Trial, Enterprise, Download/Install, Demo, Partners

An impressive example of static homepage design comes from Miro. Impressive not just because they’re a fully scaled PLG business but also because they sell a visual-first, designer-friendly product.

You’d almost expect their homepage design to feature especially dynamic elements. Yet here stands their homepage, without an iota of animations, parallax-scroll effects or shifting class IDs in the code.

Company Name: Miro

PLG: Yes

Stage: Scaled

Offers: Enterprise, Demo, Buy, Product Tour

Of course, there is no shortage of SaaS homepages either executing common tactics of responsive design exceptionally well or trailblazing responsive designs altogether.

Ready for some cool GIFs?

Mural complements some poppy color choices with great responsive elements scattered throughout their homepage.

It’s a shame they buried their largest CTA at the very bottom of the page; it might take the cake for the coolest animated CTA in our whole dataset (wait for it).

Company Name: Mural

PLG: Yes

Stage: Established

Offers: Free Trial, Free Plan, Enterprise, Download/Install, Buy, Partners

And Framer employs some subtle yet attention-grabbing homepage-design techniques that deserve a look.

You first notice the parallax scroll around the above-the-fold CTA, but I particularly admire how they bring the “just design and…” & “...publish! 🚀” elements together not much further below. Even the rocketship emoji appears dynamically.

Company Name: Framer

PLG: Yes

Stage: Venture

Offers: Free Trial, Download/Install, Partners

And honorable mention has to go to Rapyd. Their homepage design is distracting as hell, yet I’m mesmerized nonetheless.

Company Name: Rapyd

PLG: Yes

Stage: Established

Offers: Enterprise, Partners

The best examples of architectures and navbars in homepage designs anticipate and augment a visitor’s journey towards becoming a user, mapped to helpful content for each journey stage.

Mutiny updated their architecture & navigation recently, implementing some novel ideas we really like. Check out the differences below, with the new above the old.

They added dropdown pages from the navbar, building individual product pages by benefit & relabelling the section “How it works”; creating a “Use cases” section; bucketing case studies & Community under “Customers”; and designing a dedicated resources section called “Insights.” (And don’t overlook the addition of “...+ ROI analysis” to the “Get a demo” CTA!)

Company Name: Mutiny

PLG: Yes

Stage: Venture

Offers: Enterprise, Demo, Partners, Product Tour

Plaid earns a shoutout for how pleasant their navbar’s UI is and how intuitive its UX is.

Remember, your top priority when designing an architecture and a navigation is to make them both enjoyable and informative for visitors.

Company Name: Plaid

PLG: Yes

Stage: Scaled

Offers: Free Trial, Enterprise, Buy, Partners

Company Name: Canva

PLG: Yes

Stage: Scaled

Offers: Free Plan, Enterprise, Download/Install, Partners

Lastly, Canva employs one unique tactic rarely seen: repackaging parts of their architecture into its own section on their homepage design, independent of their header navbar.

(And to say nothing of how comprehensive that navbar is—a whopping 93 links by my count, not counting the two CTA buttons!)

Best CTAs

What makes a great CTA on a homepage design? Whatever generates revenue… 😏

In all seriousness, there is no magic bullet for a foolproof CTA, least of all for all industries. If there were, everybody would copy it and then nothing would stand out!

We see product-led companies still feature dual CTAs below their headline—usually variations of “talk to sales” and “get started free,” like Snyk.

Company Name: Snyk

PLG: Yes

Stage: Scaled

Offers: Free Trial, Free Plan, Enterprise, Open Source, Demo, Buy, Partners

But, interestingly, many of the big, fast-growth PLG companies include only one CTA below the headline, ignoring the longstanding best practice of the dual approach that emphasizes a primary one by juxtaposing it against a secondary one.

Are these companies, like Attentive below, on to something the rest of us aren't? (Also, ’ello yellow!)

Company Name: Attentive

PLG: No

Stage: Scaled

Offers: Free Trial, Enterprise, Demo, Buy, Partners

Gong, however, is doing things we’ve never seen before: no CTA at all in their hero section.

A subtle sticky CTA, identical to their header-navbar CTA for a demo request, appears in the bottom-right corner. Otherwise, visitors have to scroll slightly below the fold for the trio of an additional demo request, a quote request and a product-tour request.

Are they compensating for an abundance of CTAs by not emphasizing any one CTA in the hero section? Whatever the intention, we’re including them on this best-of list for the sheer novelty of the approach, if nothing else.

Company Name: Gong

PLG: No

Stage: Scaled

Offers: Enterprise, Demo, Partners

Your homepage is free advertising (okay, not literally free, but you get the idea). When done right, it can drive revenue more cost-efficiently than paid promotions.

Stewart Hillhouse, Head of Content at Mutiny, the SaaS company with playbooks mentioned above that summarize tests on clients’ websites, articulates this importance well.

How so? As Hillhouse explains because of the high traffic volumes, “you can identify and prove which elements convert visitors into leads then scale those elements to lower-traffic pages.”

This shows how important homepages are for efficient growth. “Your website can be a data-backed testing ground for entering new markets or industries without any capital investment,” Hillhouse concludes.

PLG businesses and successful SaaS companies transitioning towards product-led growth benefit from smart homepage-design decisions in multiple ways. Let’s review them.

SaaS & PLG businesses leverage a strong homepage design to attract users. Gone are the days of sales-led teams doubling down on outreach to compensate for website shortcomings.

By pinpointing the causes of stagnant conversion rates, you can scale how many users you attract into your ecosystem — your homepage is just a gateway.

Many B2B companies design homepages that rely too heavily on branded traffic, creating a missed opportunity to compel your target audience towards action, thus hurting conversions.

With strategic content hierarchies, user experience, design elements and more, your homepage can drive engagements more effectively.

Your homepage is your most important website asset. It’s the hub of your whole website and where visitors (potential users!) judge your brand when deciding to sign up.

A credible reputation is thus everything. People are more likely to adopt your product if they trust your brand. Great homepage designs inspire brand loyalty and help PLG companies scale.

The best homepage designs communicate right fits. When strategizing homepage messaging, you want visitors to envision themselves as users.

PLG companies write for those who will utilize their solution because adoption is the name of the game (hence “users” over “customers” in my diction).

To drive this point home, Mutiny offers excellent website-design playbooks to help craft homepage content effectively, including one about the importance of website content that enables your target audience to identify themselves to improve conversions.

This doesn’t need to be complicated either. Sometimes subtle product positioning makes all the difference. For example, Wynter CEO Peep Laja breaks down how Kalviyo distinguishes themselves from Mailchimp by identifying their ICP on their homepage with “ecommerce.”

Well-designed SaaS homepages help improve search-engine rankings for any company but there’s an added motivation for businesses trying to scale via PLG.

Consider the case study of Twilio as Kyle Harrison of the venture fund Contrary observed. Twilio’s market cap recently dropped to around $8 billion from a peak of about $70 billion!

Why? Their gross profit margins lag behind comparable companies like Atlassian, Cloudflare and Datadog by a solid 25–35 percentage points.

In the PLG world, efficient growth is more valuable than “growth at all costs.” Thriving at SEO with a robust website homepage helps scale revenue while keeping CAC in check since you won’t have to depend on other channels like paid advertising as much.

A good homepage design captivates your audience, communicates a value proposition, shows off your company’s reputation and, most importantly, generates sales.

The four elements of a great homepage are a strong headline, helpful subheaders & supporting copy, a mesmerizing visual design & layout and a CTA that actually creates signups.

If you nail these elements, you’ll have a website homepage your competitors might envy.

Explore 2K+ B2B homepage examples in our free SaaS Homepage Gallery