How SMB SaaS providers can maximize customer value by offering websites

August 30, 2023
0 minute read

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If a business is hard to find online or provides a poor user experience through an outdated website, the customers will look elsewhere.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. 



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?


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.


Headshot of Shawn Davis

Content Writer, Duda

Denver-based writer with a passion for creating engaging, informative content. Loves running, cycling, coffee, and the New York Times' minigames.


Did you find this article interesting?


Thanks for the feedback!
A computer screen with a graph on it and a purple background.
By Santi Clarke April 24, 2025
Learn how platform ecosystems drive revenue and why they are essential for the growth of SaaS businesses.
By Santi Clarke April 24, 2025
One of the greatest challenges for SaaS platforms is keeping users engaged long-term. The term “stickiness” refers to a product's ability to retain users and make them want to return. In the context of SaaS platforms, creating a sticky product means that users consistently find value, experience seamless interactions, and continue using the product over time. The following are 7 practical strategies you can take to improve the stickiness of your SaaS solution. 1. Offer websites that help customers build their digital presence One of the most effective ways to make your SaaS platform sticky is by offering websites to your users. Many businesses today need an online presence, and by providing a platform where your customers can easily build and manage their websites, you increase their reliance on your product. When you offer users a website-building solution, you’re helping them create something foundational to their business. Websites, in this case, aren’t just a tool—they become a part of their identity and brand. This deepens their engagement with your platform, as they need your product to maintain and update their site, ultimately making them less likely to churn. Plus, websites naturally encourage frequent updates, content creation, and customer interactions, which means your users will return to your platform regularly. When you can give your users the tools to create something so essential to their business, you make them more dependent on your platform. This creates a higher barrier to exit, as migrating a fully built website to another service is no small task. In fact, websites are some of the stickiest products you can sell, so adding them to your product portfolio can be one of the best decisions you can to keep your customers using your technology for the long haul. 2. Deliver continuous value through product innovation The key to keeping users coming back to your SaaS platform is ensuring that they consistently see value in it. This means not only meeting their immediate needs but also evolving to address their growing demands. Constant product innovation is essential for keeping your users satisfied and invested in your platform. One way to achieve this is through regular updates that add new features or improvements based on user feedback. A SaaS platform that evolves with its users will keep them engaged longer, making it harder for competitors to steal their attention. Encourage user feedback and prioritize updates that create tangible improvements. This creates an ongoing relationship with your users, which boosts stickiness. 3. Offer a multi-product solution Another powerful way to increase your platform’s stickiness is by offering a suite of products or features that integrate well together. When your users adopt multiple products, they are more likely to stay because they become embedded in your ecosystem. The benefits of this strategy are clear. Research shows that once users adopt more than one product, especially when they integrate >4 tools into their workflow, their likelihood of churn decreases significantly. This happens because the more a user integrates into your suite of products, the harder it is for them to switch to a competitor. These users have invested time in learning your ecosystem and rely on it for their day-to-day operations, making it much harder for them to make the switch. 4. Create a personal connection with your users Human connection is one of the most powerful drivers of user retention. People don’t want to feel like they’re using a cold, faceless platform. By offering exceptional customer support, personalized communication, and community engagement, you build a relationship with your users that goes beyond the product itself. Make sure your support team is responsive, knowledgeable, and empathetic. You can also consider offering tailored onboarding experiences to ensure users understand how to make the most of your platform. When users feel like their success matters to you, they are more likely to remain loyal. 5. Leverage data to personalize the user experience Using data to drive personalization is another strategy that can significantly increase the stickiness of your platform. By tracking user behavior and usage patterns, you can tailor the experience to each individual user’s needs. This could mean recommending features they haven’t yet explored or sending them reminders about tools they may not be fully utilizing. Personalization gives users the feeling that the platform was designed specifically for them, making it harder to walk away from. By demonstrating that you understand their unique needs, you can build a stronger connection and ultimately increase retention rates. 6. Focus on seamless integrations and API capabilities To further increase stickiness, consider expanding your product’s ability to integrate with other tools your users already rely on. Whether it’s email marketing software, CRM systems, or social media management tools, seamless integrations add tremendous value by making it easier for users to incorporate your platform into their existing workflows. The more your product can work in tandem with other popular tools, the more indispensable it becomes. In fact, users who depend on integrations are less likely to churn since their entire ecosystem is tied to your platform’s functionality. 7. Encourage user advocacy and community building User advocacy is another powerful tool in building a sticky product. When users feel a sense of community or even ownership over the platform, they become your most passionate promoters. Encourage your users to share their success stories, join community forums, or contribute to product development through beta testing or feedback loops. A thriving user community not only increases user engagement but also creates a sense of loyalty. When users are part of something larger than themselves, they are more likely to remain committed to your platform, reducing churn and increasing lifetime value. Create deep, lasting customer relationships Making your SaaS platform sticky is all about creating a deep, lasting connection with your users. This requires building a platform that continuously delivers value, creating a seamless and personalized experience, and integrating features that keep users coming back. By focusing on product innovation, offering a multi-product ecosystem, and fostering strong user relationships, you’ll be well on your way to reducing churn and boosting user retention. Stickiness isn’t just a nice-to-have; it’s essential for long-term success. Focus on creating a platform that users can’t imagine living without, and you’ll see them stick around for the long haul.
By Shawn Davis April 24, 2025
Your team is likely pretty familiar with the products they built, but what about the ones they didn’t? Integrated tools can throw a wrench into your support operations, but they don’t have to.
Show More

Latest posts