5 SaaS Websites You Should Copy (Full Breakdown)

These five SAS websites are some of the best websites I've seen in the world. And if you analyze them very closely, you'll notice that they all share the same five attributes that I'm going to break down in this video. Now, as somebody who's responsible for marketing, you probably know that building a great product just isn't enough in 2025. What all high growth SAS companies have mastered is the ability to communicate their products value in a quick, easy to understand way. And considering the changes we've seen in B2B buying behavior over the last few years, with most of that evaluation process from buyers happening before a demo or before a free trial takes place, your website needs to do more of the heavy lifting than it did before. So, by the end of this video, you'll have five great SAS websites you can take in inspiration from, as well as the five attributes that all great websites share. All right, so let's jump in with website number one, which is usergeems.com. So what I really like about this website is straight away from the hero section, we can tell what this product is for, right? We've got the use case that's mentioned, which is outbound. And then we've got some primary capabilities that are mentioned here. So identify, prioritize, and engage with buyers using AI agents powered by buying signals and your CRM data. So, a bit bit of a mouthful, but straight away we can see that this product is related to outbound and something to do buying my signals, right? So, straight away we've got clarity, we've got focus. If this is not something I'm interested in, I'm going to bounce. If I'm someone who is responsible for outbound and I'm looking for tools that offer buying signals, you've got my attention right away, right? And although this may seem simple, most companies fail to do this, right? From the hero section alone, you just simply can't tell what the product does. Now, my favorite part about the user gems website is when we get into this solution section where they talk more about the product or how they solve your problems. So, there's a key pattern that you'll see across um good solution sections. So, the first thing here is at the top it says buying signals, right?

So, this is the feature a technical attribute of the product. Now, by itself that doesn't tell us a lot, you know, buying signals for what what does that entail? And so then that's what the the gap that the messaging uh fills, right? So here it says know who to reach out to, when and why, right? Very plain language. They're not trying to impress us and and use big buzzwords. Um just really simple language that the buyer is going to understand. They then expand on this capability. Um so here they can say create, enrich, and prioritize accounts and buyers based on relevant signals. And then they list some of those signals out such as past champions, new hires, promotions, and so they're just speaking in the language of their champion persona here, right? The person that they're trying to attract and and motivate um to to book a demo with them. And then on the right, we have this descriptive visual where we can see this feature, this capability in action. Right? So we can see that we've got the accounts, they've got some tagging system going on here, some scoring, so you know what's contributing to that score and then the type of signals that are happening with within this account.

And then we've actually got the contact level uh information as well. So we can see, you know, we're finding people within this account, right? So just from this graphic alone, we have a lot of clarity around why I might care about this uh feature. And then they do this again the next one AI messaging is the feature but the feature by itself doesn't answer that so what like what what's the implication of AI messaging and so then again just simple capability messaging emails that your buyers reply to right they're not using big words trying to impress us telling us they're going to 10x our our revenue and then again they paint the picture on what that capability is so combining your CRM data past engagement and signals um GEM E which I guess is their AI agent drafts email sequences. And following the similar theme, we now have the graphic which is showing this capability in action. So we can see an SVP of sales at outreach, we can see the signals that have been brought in about this prospect. They're a past champion. They're a customer competitor. They're a previous cohost op. And then we can see how these signals are being used to insert relevant variables to personalize the outreach. Right? So just, you know, just from this 30% of the website that I've scrolled so far, I'm very clear on what this product does and how it benefits me. Now, another thing I like about this page and um a commonality between good websites is the secondary calls to action, right? So, if I'm more so interested in the buying signals, then I can learn more about that by clicking this secondary call to action, right? So, no more spray and prey. This is sort of a common problem in outreach at the moment where people are just sending irrelevant unpersonalized outreach and buy uh bio signals is something that uh solves that. So again we can see the different types of signals that they offer and now they're just expanding on why I should care about their signals feature. Right? So they're talking about the different types of signals. Past champions the value prop is previous customers are three times more likely to buy again.

Right? So, if you're not currently doing this, they've immediately created a gap. You know, you can visualize that opportunity of, wow, well, if we're able to, you know, increase our close rate by 3x, you know, what kind of pipeline or revenue would that um help my team generate? And they keep doing that new hires and promotions. And then again, explain the little value prop. New executives are 2.5x more likely to convert in their first three months. Boom. immediately my motivation to explore this product in greater detail is going to increase um because of that. Now another thing that user germs does well is the use of social proof. Um so we're about 70 80% down the website here and they've got relevant testimonials from personas who are probably going to be looking at user gems as a solution. Right? We've got their face. It makes it feel more human. We've got the company name so we can verify this is actually a real testimonial as well as the person's name. And we can just browse through these. We can see the an impact has been quantified for this one. 18x ROI in closed run revenue, which is a pretty um big claim. $28 million in pipeline generated. Again, it's just in going to increase the trust in prospects um as they're evaluating your product. uh in the the later websites that I'll share, I think they utilize social proof uh a bit more a bit better than than user gems, but overall I think they're using it in a good way. If I was going to play devil's advocate here and just pick something that user gems could improve, I think this headline is pretty weak um that actually converts. I think rather than making promises, tell me why that promise can be fulfilled. you know, tell me why your product is better, what makes it unique against competitors, or what's your secret source? Rather than just saying, hey, you know, my product can help you increase conversions. But overall, I'd say uh this is one of the best websites I've seen. All right, so on to website number two, which is default.com. So again, similar theme from um user gems. Straight away from the hero section, we can see what this product is about, right? they are um stating the use case which is inbound marketing and then they're listing out some specific capabilities routing uh intent anduling. So straight away I have uh context about what this product is for and whether it's right for me or not. Then if we scroll down kind of don't know if I still class it as a hero section but then we have this very visual tab section where you can see these individual features um in action right so we can see theuling we can see the different type you know the form that they use the actualuling component that they use as well again similar uh routing we can see what that might look like inside the product right this is far more descriptive than text on on a page right I can quite literally see it.

Um, and of course this is um more of an advantage if you have like a uh an attractive UI or a very clear intuitive product workflows, forms and enrichment, right? So a very visual description of the product um which is a an easy way to differentiate against competitors if they don't have that. Scrolling down then uh is the solution section. So I'd say this solution section is probably textbook like this is sort of the gold standard that you should be aiming for. So similar theme to user gems we have the feature use case up here inbounduling. We then have the the capability messaging. So it's actionoriented. They're using a verb automate inbound with enrichment routting anduling. Right? So automate inbound this the thing I care about and then with the key capabilities that enable that just painting the picture with subtext here. So turn new form submissions leads and accounts into qualified pipeline. Right? So that's the benefit of why you should care about this capability. Obviously this is going to speak to a very specific group of people for some for many people. Um you know the the impact on revenue from inbounduling just isn't really felt right. So they're clearly speaking to salesled organizations here where 10 20 30% drop off rate on inbounds, you know, is huge. It can equate to millions of dollars. Secondary CTA again, which then takes you to their um inbound solutions page. So I can learn more about this specific feature. And then what I really like uh about this solution section for default which user gems was lacking is the relevant social proof that um well relevant from a persona perspective of the type of persona that would be buying this product but also relevant to the capability feature that's being communicated. Right? So they're talk the the testimonial here is about inbounduling. We can read this um to to get more detail if we want. We can see the person, we can see their company and we can see the the impact of this capability quantified all within this very very um small component right so very like information dense and then on the right again common theme here we see this capability in action right it's a motion graphic custom graphic that they've obviously created with um an animator but again it's just showing how this feature um performs so it's not like a static screenshot or an abstract representation of the product that creates more questions and answers.

They're just showing the product in action. Now, if you've got a budget of thousands of dollars, maybe this might be um an option for you, but there are better options where you can uh use products that are far cheaper than that. And I'll put one um in the description. And then they follow a similar theme for the rest of um their features, right? So similar format feature at the top capability um expanding upon that with the subtext secondary CTA if you want to learn more information and then relevant social proof here although they're missing the actual testimony itself which um not sure why they've done that but we can see you know some type of company has had a quantified impact um from this feature. And then another thing that I'd say or the final thing I'd say about the default website is just how nicely designed it is. Now, this is always going to be one of those things where people are like, "Design doesn't matter." Um, but I think it can definitely help you stand out. I think it can, you know, be the icing on the cake. I don't think a nicely designed website is going to um substitute for like a crappy product. But default have a great product. They have lots of social proofing. So, I think it does add an extra boost, particularly when you're operating in a competitive market. I think standing out like this and creating these delightful experiences, particularly if you're t targeting marketers who who kind of love this stuff, you know, business owners might not care about it, but marketers love this stuff, right? They love creativity.

I think a little can go a long way here. And I think um due to, you know, what we're seeing with chat GBT and cursor, I think the barrier to entry for creating great websites like this with animations and, you know, advanced components, I think the barrier to entry is lower than ever. So, you know, there's there's really no excuse not to create delightful experiences on your website. Okay, so website number three is clay.com. Um, so big fan of Clay, you know, a company that has grown really fast over the last couple of years. You you've probably heard of it. Now, Clay's in a bit of a unique position where they they're starting to go broader with their targeting, right? They're starting to go up market. They're starting to expand into different use cases. So if we look at way back machine um like a year ago or something 202023 we can see that Clay was specifically positioning for the outbound use case right scale your most creative outbound ideas data providers scraping you know send in onetoone personalized campaigns they were positioned for the outbound use case is something they um they saw traction there and they doubled down and that was really their wedge but over the last year or so they've got to the point where you know they've grown quite fast there and so Now they're expanding into other use cases. Hence the broader targeting of go to market. Now you can use it for content and rev ops and various other marketing functions etc.

So going this broad in your hero isn't something I would recommend if you're a startup but really nice social proof. Uh I mean all the heavy hitters here on their website. And then what I quite like is this social proof or these logos are interactive. So, some of them you can hover over um and possibly even click them and it's going to take you to uh an in-depth case study. Now, similar from the other websites, the solution section very descriptive, right? So, straight away your attention's drawn to the the product visual, the product demo, but at the top we've got a capability here which is search 100 uh plus providers for any data point. No contracts needed. This is a key uh value proposition of Clay is that you don't need to use several individual data providers. With Clay, they integrate with them and so you have everything under one roof which is quite attractive for some companies. Subtext is expanding on that. Okay. Well, what type of data do you have? Contact information, firm thermographics, technographics. Some relevant social proof at the bottom here with, you know, probably one of the most well-known companies over the last couple of years. And then you can read the case study there if you want to watch it. But what I like about this solution section relative to the others is although defaults uh the past website although their solution section was good they were still using a custom animation and what that means is typically they abstract certain parts of the product away and so it's not like a true representation of the product whereas what Clay are doing here is they are literally recording the real product and of you know of course it's going to be a demo environment but we can see all the nuance right we can see all the different columns and rows. We can see how the enrichment works as they're clicking around, which is just going to provide the buyer um a lot of context when they're exploring the product. Here you can see how they're adding an enrichment. If we explore their product pages where they break down these features individually, you know, straight away you'll notice ve a very visualheavy website. We've got the sort of screenshots at the top here. We've got this wide angle video again showing all of the context, how the variables work within the emails, you know, how you're pulling that data in, how you can just preview your emails, which is a really nice to have feature, how you can run only a certain amount of rows to save your credits. Just so much context and clarity provided into one graphic that, you know, would just be really hard work to communicate via text. And then we just scroll down and you know similar vibe uh capability text on the left and then um a product demonstration showing that capability in action. And we can see that throughout you know there several potentially dozens of secondary pages that they're using on the website. Okay. So website number four then is incident.io. So similar theme repeating myself here in the hero section. We can tell what this product is right away which is responding to incidents. And there's a bit of word play going on in the H1 here, which I think is totally okay. You know, really that's the difference between messaging and copy, using a bit of humor. Um, you know, introducing that brand tone of voice to give your uh company some personality.

So move fast when you break things. Of course, um, a play on the word of move fast and break things. Um, so I like this visual in the hero section, you know, similar theme from others where we can see on the left they have this sort of mobile app. So I guess for incident response that's quite important because you know especially if you're a bigger company you want to always be on call and you want to um you want to be able to respond to incidents as fast as possible. We can see this sort of log that's happening inside Slack as an incident is going on and so you can just see how the product keeps you updated as a user as things are going on. And then we can see a sort of in uh incident dashboard that's happening over here on the right where we can see some metrics and then a canban board I guess of active incidents that are being fixed. Right? So really descriptive just from you know five 10% down the the the page and I can already see clearly why I might want to use this product. The features section then uh is a bit unique not one that I've seen before although it um has the same components. So on the left, very very visual. Uh so here they're talking about alert highlights. So we can see it's automatically scrolling through these tabs. Um so if we go to the alerting one, we can see all of these different alerts that are getting rooted to specific teams. We can see theuling feature. Okay. So cover requests. Yeah.

Um so very descriptive, minimum text going on here. They're really just letting their product do the talking, which I think is powerful if if you can. And then on the right, we've got this social proof. um from Intercom, very well-known company. It's going to add a lot of credibility and trust um with the website visitor. And so if we click the secondary calls to action, we're now taken to the product pages. So this is about being on call. So alerting, flexible schedules, and reliable paging so your engineers focus on building, not building workarounds. So if we scroll down, very uh visual page again. Um so we can see this seems to be rotating automatically. uh paging upgrade that your team has been asking for. So we can see the different um alerts that are happening here. Again, Social Proof uh would have maybe changed it to a different company if we're using Intercom on the homepage, but wellknown company, so it's going to add a lot of credibility as well. And they have this for all of their product pages. So we come over here to uh incidents incident response Slack. I quite like this toggle at the top where you can um swap between Slack or um Microsoft Teams depending on what product you have. So, this is quite a nice page. Again, very um uh visual. One improvement I would probably make on this page is see these clickable tabs at the bottom here. They're not as obvious as I think they should be. It's similar here on the homepage. Um you know, the tabs are down here. I think we're all trained to expect tabs to be somewhere up the top and click around them and so they might be missing out on potential clicks there which means perhaps people aren't getting access to information that they otherwise would. Okay, so website number five, the final website is foreplay.co. Um so this is a very visual website which kind of aligns with the product itself which is to do with um uh creative marketing. So straight away we can see the the relevant use case which is going to be managing your uh creative ad workflow. So we can see some capabilities here. You can save ads. So we've got like this swipe file capability going on. You can build briefs and you can produce high converting Facebook and Tik Tok ads. So explicitly state in the channels that this product works for. You know ads can be used for Reddit and LinkedIn and all these various other channels. um which you know if they didn't explicitly name them you might be questioning that in your head um in the hero. So, we're using this visual, you know, very visual product here. You know, this just does all of the talking, right? And we can see we're currently on the swipe file page. We can see they're pulling in these companies.

We've got like this active status symbol. Um, that probably tells me that they're continuously checking for these ads. So, it's more dynamic rather than like a a static swipe file you might get in Google Drive. Um, we can see you've got some hashtags going on here. Or maybe this is how they organize um these ads into different swipe files. So really, um, descriptive visual, nice positioning in this problem section here. So your creative process is a mess. So positioning against, you know, all of these various tools like notion, Google Drive, Slides, Dropbox, Air Table, and you can actually interact with this as well. So, similar to previous websites where using a lot of animations and creativity to to stand out, I'd probably make this video autoplay. Um, if I was uh Zach the founder and then a lot of creativity going on here, like simple things like this. We've got an autoplay video going on here that is showing us the swipe file feature, which is um what we saw at the top. Then we keep scrolling down. We got some really nice social proof. Um, so here we've got the founder of a creative agency. Um, so of course this is probably going to be the ICP and so we care more about what they have to say than some person who um isn't the same persona as us. So that's going to add a lot of trust uh and credibility with the website visitor as well. Then if we go to the product pages, so let's go to spider which is one of their products.

So very clear language, competitor ad tracking and insights on autopilot. You know, something that you would not have seen across all of these websites yet is like revenue claims, right? Very specific to the job that these products are serving, right? This product is related to um the creative ad process, right? So, adding your swipe file, tracking competitors, creating briefs, etc. So, they're not claiming to increase your revenue. They're just in claiming to do that job better um than you would otherwise be able to. Really descriptive visuals here I like. So, kind of different. They're static. They're not videos. but very descriptive of what they're trying to communicate here. So, for example, 247 ad library scraper. And we can see in this graphic that we've received a notification that Lululemon, which might be our competitor, has launched 36 new ads. Right? So, it's we've got that image that okay, I can track continuously my competitors. You're going to notify me whenever they launch new ads. Right? So, just the power of visuals here can paint such a a bigger picture than you might be able to get uh in text. And this theme, you know, uh, follows throughout.

We got the the visuals, the wide visuals going on here. Just really letting the product do its talking or do the selling and then relevant social proof coming from people who use the product. Okay. So to finish off the video then, as promised, the five common attributes shared across winning SAS websites that you would have seen in those five I just shared. So the first one is clear positioning, right? Who the product is for and why it's different. Whether that's through the the hero section, making it very clear what the use case is, what the primary capabilities or throughout the messaging, easy to understand value proposition. You know, none of them are trying to be clever. They're just using plain language that's easy to understand, not using buzzwords or over overly complicated jargon or making, you know, revenue claims just targeting the specific problems that the product solves. The third one is descriptive product visuals. Right? All of these websites were very, very visual heavy. Some of them using static graphics that were still descriptive, but on the best end of the scale, just showing the actual product itself, not abstract representations, but just showing uh showcasing the capability that they're communicating uh through the messaging. Fourth one then is heavy social proof. Now, this is a bit tough one because if you don't have it, you don't have it, but it's just going to increase trust with the buyer and give your company credibility. So, the best social proof is relevant to the ICP that you're trying to attract, right? If you're targeting marketing managers, it's no use having a testimonial from a salesperson. And uh the best websites are taking what might be an in-depth case study, but chopping that up and put it into different formats across the homepage like we saw with default in their solution section. And then finally, um common attribute is good segmentation of information. So a lot of these websites, if not all of them, use secondary pages, right? It's hard to cram everything on a homepage or even hard to cram everything on a secondary page just an individual one, right? Um different people might be coming to your websites. they all care about different things and so you know you need to speak to them in a different way or maybe as you've built your product it has all these different features and capabilities and segmenting that information whether it's through product pages uh use case pages or solution pages um can help buyers get the get answers to the specific questions um that they