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The only surprises you want are the ones that blow away your expectations, not your wallet.
Otherwise you’re wasting time and money making changes to your SaaS website design that are shots in the dark.
But guiding your target audience through a SaaS website design or landing page that speaks to the benefit of the benefit of the benefit, in their own language, will make them feel like you’re reading their minds.
Capture this in a written, verbal, and visual language within your SaaS website design and sales funnels so that customers not only buy, but champion what you do.