The challenge with SaaS
DigiShares is a platform for tokenizing real-world assets. That is a technical product for a specialised audience. Work like this taught me that a SaaS website has to do two things at once: explain clearly what the product does, and give serious buyers a fast route to a demo.
Website best practices
- Lead with the outcome. Say what the customer can achieve before explaining how the technology works.
- One page per use case or audience. Different buyers search differently; give each a page that speaks their language.
- Show the product. Screenshots, short walkthroughs and concrete examples build more trust than abstract claims.
- Make the demo easy. A short form, a clear promise of what happens next, and calendar booking where possible.
- Room for depth. Technical buyers want documentation, security and integration details. Link to them instead of hiding them.
Advertising best practices
- Google Ads for intent. Target problem and category searches, plus competitor alternatives where appropriate.
- LinkedIn and Meta for awareness and retargeting. Channels I run regularly: reach the right roles and bring back visitors who did not convert.
- Track demos, not clicks. Send demo requests and qualified opportunities back to the ad platforms.
- Expect long cycles. B2B decisions take time, which I know from B2B marketing at Atlas Copco. Judge campaigns on pipeline, not on the first week.
- Prepare for AI search. Buyers increasingly ask ChatGPT for tool recommendations; read about ChatGPT ads.
Need help with your SaaS?
I design and build the website, set up tracking and run the campaigns — the same full process I have run many times. Tell me about your product.