How SMB SaaS providers can maximize customer value by offering websites

In the post-pandemic era of accelerated digital transformation, SMBs are adopting digital tools that help them manage customer profiles, process payroll, analyze data, and more.

The rise in the number of SMBs embracing the digital-first world is impacting the demand for SaaS solutions that can help make this transition smoother.

At the same time, the increase in digital adoption has also made SMB customers more educated and discerning, especially when it comes to choosing the right SaaS solutions for their businesses.

So, what can you do about it?

As SaaS providers continue to play an important role in ensuring that SMBs remain the driving force behind the global economy, an opportunity presents itself within the space between where SMBs need to be digitally and where they are today.

With nearly 50% of SMBs mentioning the steep learning curve as a barrier to full digital adoption, SaaS providers can grow their businesses by alleviating some of the pains associated with digital transformation.

SMBs need a strong digital presence

An SMB's need for a strong digital presence is so essential that it can make the difference between success and failure in the new norm.

What is digital presence?

Consider digital presence as the impression that a business makes online through its website, customer reviews, social media accounts, paid advertising, search engines, and other online platforms.

The majority of customers today research businesses online before they buy products or services from those businesses. This research typically boils down to three main steps:

Looking up companies through search engines
Checking out a company’s website
Going over reviews and social media commentary about a business

If a business is hard to find online or provides a poor user experience through an outdated website, the customers will look elsewhere. On top of that, businesses today are expected to be available and responsive 24/7 through online channels and social media platforms.

As many SMBs have not yet adopted the digital best practices necessary to provide an optimal customer experience, it should come as no surprise that the average bounce rate for local businesses is 60.23%, as found by Brightlocal.

During Covid, businesses still suffered, but those with a stellar web presence adapted much faster to the evolving situation. Quick-to-act SMBs added eCommerce capabilities to pre-existing sites, offered members-only content and provided services through video apps.

Worst of all, if a business doesn’t even have a website, it’s almost game over in terms of attracting customers online. And this cuts to the crux of the matter when you look at the statistics that show 28% of SMBs in the United States don’t have an active website.

Herein lies the opportunity for SaaS companies to provide unmatched value to SMBs by helping them own their digital presence.

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SaaS companies and website building platforms are better together

Out of the different options available in the market, partnering with a customizable website building platform, versus developing it in-house or buying one, is the most convenient in terms of the total cost of ownership and the ability to deliver an outstanding end product, i.e. websites.

Instead of spending vast resources on maintenance, personnel and innovation, a leading website-building platform will address all your needs with a fraction of the investment.

Why would your SMB customers care?

Many SMBs lack the internal skills or resources to design and maintain a solid website that delivers results.
SMBs are inundated with SaaS solutions that make the promise of “Growth”. This makes it difficult for them to know which providers to prioritize based on real value.
SMBs prefer to deal with fewer vendors in their daily operations due to limited resources. So, the more needs answered by a SaaS provider - the better its chances to win over an SMB customer.

How can you help?

Introduce an incredibly powerful website-building platform that helps customers achieve a great-looking website with little to no effort on their end.
Accelerate SMB's growth by offering superior websites in terms of speed, performance and SEO. A top-performing website will drive conversions that are critical to any SMB’s success.
Enable your customers to consolidate their SaaS stack and avoid redundancy with an "all-in-one" solution or a more robust solution than you currently have.

Want to learn more about this opportunity?

Talk to an Expert

How partnering with a website building platform propels business growth for SaaS

Customer Value is the perceived difference between a SaaS solution’s benefits & its cost, in the eyes of the customers. With that in mind, SaaS providers should identify strategic moves that have the potential to drive the most impact on Customer Value long term.

1. Become an indispensable partner

Serving SMBs is notoriously difficult due to high failure rates and subsequent churn for your business. A top-performing website will help SMBs become more viable, which in turn will grow their dependability on your solution and improve stickiness.

2. Improve product adoption strategy

Many SaaS providers depend on their end customers having a website for the delivery of their software. When existing customer websites are poorly executed and hinder adoption, offering a website that is pre-integrated with your core technology becomes non-negotiable.

For example, think of a booking engine serving tour operators or donation software for nonprofits that rely on performant websites to drive their businesses.

3. Increase retention with value multipliers

Websites with advanced capabilities become value multipliers in the eyes of SMBs. For example, online stores, businesses with click-to-call widgets and other lead-generating features, will help increase customer satisfaction by providing smoother, faster interactions.

But, that’s not all. High-converting websites drive engagement and enable more transactions, which ultimately increases the retention of your SaaS platform.

Integrating with a website-building platform can have an immediate impact on your top line as well.

1. Introduce new revenue streams

You can expand your core offering to include a professional website, as part of your suite of services. Use websites as a sales tactic to acquire new customers or entice upgrade behavior by bundling them with your existing offers.

2. Serve a new market

New to SMBs? Websites allow you to address a downstream market or attract SMBs earlier in their lifecycle. This might be extremely relevant when looking to serve low-tech markets by taking them online with your digital solution.

Have you considered offering websites as a strategic move for your company?

Contact us to find out how other SaaS providers have transformed their businesses by partnering with Duda’s website-building platform.

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