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All organizations want their website to inspire visitors to get to the next level, and that is buying their product/service or contacting them. This is what is known as a conversion, which is when leads convert into users. If your website’s getting a lot of traffic, but the number of conversions doesn’t match, you need to figure out why.

Software websites are used by organizations as a tool of conversion and the focal center point of their marketing campaigns. In order to become competitive, you need to use your software website to provide visitors with detailed information and conversion touching points without them being overwhelmed. This is why you need to be strategic when designing software websites.


It’s crucial to apply conversion strategy – along with a modern design – like those mentioned here:

  • Calls to action that are well-placed and relevant
  • A value proposition that is strong and in key places
  • Analytics and A/B tests to boost low-converting elements
  • Social proof
  • A growth-driven model

These nine design tips for software websites will ensure that your organization’s website is turned into a powerful lead generation tool.

Clear UVP


The best value proposition is a combination of your organization’s strong points, your users’ needs, and competitive differentiation. Your organization’s uniqueness gets combined with its users’ main priorities.

Do you know what your unique value proposition is? If not, then that’s the first problem you have. Your second problem is that your website’s visitors are probably not aware of your UVP. You need to clearly convey right from the start why they should choose you.

Probably the most challenging part of creating a software product’s landing page is that those products usually have a plethora of use cases and features. It seems almost impossible to concisely communicate their value. That’s why it’s crucial for your landing page to focus more on the user than on the product.


Your audience doesn’t consist of “people” requiring “software.” It consists of Linda, who wants to put her first drip-nurturing strategy into action. There’s also Craig who’s dealing with a boost in leads but doesn’t know how to grade them. It’s countless individuals who all have their own needs; your task is to address each of those needs as soon as you can.

Once visitors gain interest, they’ll read more about the organization, but it’s a clear value proposition that will get them hooked.

Calls-to-Actions (CTAs) Should be Big, Bold, and Relevant


Your website’s CTA buttons play a huge role in pushing users through the sales funnel and converting them. Here are some of the best CTA practices:

  • The bigger, the better
  • Place it above-the-fold so that you don’t need to scroll down
  • Make it contrast
  • Feature strong copy

The above tips are important because the CTA needs to be visible to users, so it needs to be large, contrast the page’s color, include alluring copy, and be above-the-fold allowing them to click it. Another important CTA factor is relevance. Each page’s CTA must be relevant to the position the user’s currently in the sales process.

For example, your homepage won’t contain a “Purchase” CTA as users don’t yet know anything about your organization or product. The CTA needs to contribute to the page’s value, therefore they should be customized by the user’s journey.


Products Should Be Shown Through Images or Videos


If you’re looking to engage visitors, use videos to show product demos either on your homepage or the products page. Those wishing to learn more will be provided with explanatory copy below, but virtual demos or tours really help visitors understand your product.

Forms That Are Short


Prospective users aren’t willing to share their surname, pet’s name state, city and six other pieces of info just for a free download. Be short and sweet: a first name, email, and zip code are more than plenty. Try turning off your captcha test to see if your response rate goes out – without your spam going up as well.


Track Underperforming Design Elements


Run split tests into various phrasings, graphics, and designs to see which boost your conversions the most. A great tool for testing conversion strategy and gradually making simple improvements is marketing automation such as HubSpot.

You can also use Google Chrome’s Page Analytics extension or the Hotjar heatmap to discover which parts are the most and least clicked on. This information will then help you revamp certain page elements or change the website’s structure to boost conversions.

You can go one step further and find out where prospective users sign you're your website by analyzing motion and bounce rate (a great free tool is Google Analytics).

Virtual Chat


More and more people would rather go for a quick online chat as they browse instead of phoning and having to deal with an options menu. Even if they’re not in the mood to chat, knowing that it’s there will increase their trust.


Utilize White Space


Software websites with too many images or text or whose color balance is awkward won’t attract visitors. Due to the fact that software marketing consists of price points, technical specifications, and features that need to be shared, software websites that make good use of white space will offset information overload.

Trust Symbols


85% of users will read as much as 10 reviews before they’re able to trust an organization (BrightLocal). Some examples of trust symbols include PayPal’s certification logo and badges from review sites such as Yelp.

Users require a plethora of information and proof that the software they’re interested in works and will give them results, which is especially the case when it comes to technology products. Use case studies or customer testimonials to give them this proof.

Your objective is to ensure that prospective users feel that you can be trusted to provide a good product or experience.


Less Is More When It Comes to Typography


Clearly-defined styles and typography is something every successful brand should have. The best way to create an identity that will last is having one central typeface that has varying styles and weights. You can also create a contrast between your larger headlines and everyday text with a complementary typeface, which will also give your “brand voice” character.

We’ve put together a list of six landing pages of well-known software websites to show you what’s great and what’s not-so-great about them.




BambooHR is an HR software for smaller and medium organizations. The outstanding headers featured on their homepage really help boost conversions! Another amazing feature is their navigation that changes color and remains at the top of the screen as you scroll down.

Leanplum — Mobile Marketing Automation


Leanplum‘s landing page gives a strong first impression thanks to its bold color palette of orange, pink, and purple. The orange is the ideal accent color to the dominating purple.

Unfortunately, this page relies way too much on videos to inform visitors about the product.

Leanplum provides app developers with A/B tests of in-app content, segment audiences, as well as notifications and personalized messages.

Apart from the callout to its own development documentation, there’s no mention of Leanplum’s benefits or features. Only the video provides this information, with a tiny line of white text linking to it.

Not everyone wants to view a video, and some aren’t even able to watch it. So while having a video on your landing page can act as a powerful lead-generation tool, it shouldn’t replace your page’s content, it should complement it.



Zendesk is a SAAS support ticket management tool revolutionizing the processes of user support for more than 20,000 organizations.

Their design team managed to create a stunning website that doesn’t struggle to boost sales thanks to their smart use of over-sized images, user segmentation, and playful zen cartoons. Some of their prominent users’ brands are highlighted, which gives instant validation and builds trust. On the other side, their playful graphics (such as tech support Buddha) speak to smaller organizations, who also happen to be part of the target audience.

Infusionsoft — Sales & Marketing Automation


Infusionsoft’s landing page features some of the best user testimonials you’ll ever come across. Not only do they use precise metrics to display outstanding growth – e.g. from 200 to 19,576 leads – they actually display those elements of the interface of their product that reveal this information. This is a fantastic way to include social proof while also conveying the product’s performance and its role in boosting those metrics.

However, most of the heavy lifting done by the page’s content is in the style of bulleted lists without headings or categories, with an identical checkmark image beside each one.

Here lies the importance of recognizable icons, headings, and strategically emphasized text: they allow visitors to briefly glance at the page and find relevant information.





This is project management software delivers a crisp message thanks to its headline’s simple font. A message as candid as this one through text is best-suited for an ideally formal typeface with distinctive letters. The text inside the quotes isn’t in italics as it just informs visitors of the tool’s usability. The typeface that gets used on all text is Clarendon light, Georgia.



Ballpark is an invoicing and time tracking software used by thousands of successful organizations and freelancers around the globe.

Images that are prominent and large along with a really clean use of white space make this an amazing software website that converts. Clean icons target the software’s most valuable and frequently used aspects, which helps sell it by highlighting how it benefits business.

Large, prominent images and super clean use of white space make this a great software website that sells. Clean icons focus on the frequently used, most valuable aspects of the software, helping to sell the software by emphasizing the business benefits.

You can find everything necessary to make an informed purchasing decision on the same page. You don’t need to do any digging to provide your users with answers, everything is right in front of you.

Albert Ślusarczyk
Albert Ślusarczyk
As the co-creator of Be Theme, I am a strong believer in designing with care and patience. I pour my energy, time & knowledge into perfecting the theme for our 195,000+ customers.

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