You have a small but steadily growing SaaS product that actively solves a critical business problem. You have a polished business website and decent organic traffic flowing in. However, the conversion rate is not where you thought it would be by now.

It's time to change that.

You need a comprehensive marketing strategy, but haven't gotten to it because of your limited budget and lack of skilled manpower. We get it, and we assure you that you don't need a massive marketing team or six-figure ad spend. 

With a decent understanding of your customers and a solid website optimization plan, you can turn visitors into paying subscribers.

Let us help you jumpstart your conversion optimization with our tried-and-tested website marketing checklist for small SaaS businesses.

What Is Website Marketing?

Website marketing is the practice of promoting your business through your website to attract, engage, and convert visitors into customers. 

It involves using targeted content, optimizing user experience, fine-tuning SEO strategies, and applying conversion-focused tactics to create a site that not only attracts traffic but actively drives sales. 

With the right marketing tactics in place, your website shifts from being a static presence to a dynamic, high-performing sales engine that works continuously to increase leads, boost conversions, and drive revenue.

Now that we understand what website marketing actually means, let's explore why having a solid website strategy is non-negotiable for your business.

The Importance of Having a Website Marketing Strategy for Small Businesses

Studies say most B2B buyers research between two to seven different websites before they make any purchasing decision. That means your competitors are just one click away from stealing your potential customers.

Without a clear website marketing strategy, you're essentially throwing visitors at a wall and hoping something sticks. You need a systematic approach that guides visitors through your sales funnel and addresses their specific concerns at each stage.

Key benefits of having a website marketing strategy:

• Increased conversion rates: Strategic placement of calls-to-action and optimized landing pages turn more visitors into leads and customers
• Better customer understanding: Analytics and user behavior data help you understand what your audience actually wants and needs
• Cost-effective growth: Your website works 24/7 without additional staffing costs, making it the most scalable marketing channel
• Improved customer experience: Clear messaging and intuitive navigation reduce friction in the buying process
• Measurable results: Unlike traditional marketing, every aspect of website marketing can be tracked and optimized based on real data

The bottom line is simple: your website strategy directly impacts your bottom line. When done right, it becomes your most reliable source of qualified leads and customer acquisitions.

But knowing why you need a strategy is only half the battle. The real challenge lies in choosing the right tactics that actually move the needle for your specific business.

Top Website Marketing Strategies Curated By Beetle Beetle for Small SaaS Businesses

There are no thumb rules or blueprints when it comes to website marketing, as the industry is always evolving. Marketing is more about experimenting and adapting than following rigid formulas. 

Initially, we faced the same confusion you're probably experiencing right now. We tried every shiny new tactic, wasted budget on strategies that didn't fit our audience, and learned some expensive lessons along the way.

After years of testing, measuring, and refining our approach, we finally discovered what actually works for small SaaS companies. We'd be happy to share our observations and findings with you. 

Take a look at our curated list of website marketing tactics that deliver real results.

1. Build Your Email Marketing Foundation

According to a famous study by Litmus, email marketing remains the highest ROI channel for SaaS businesses, generating an average of $36 for every dollar spent. The reason it works so well is simple: you're communicating directly with people who have already shown interest in what you offer.

The mistake most small SaaS companies make is treating their email list like a megaphone. 

They blast promotional messages and wonder why their open rates keep dropping. Instead, think of your email list as a conversation starter. Every message should feel like you're talking to a friend who genuinely needs your help.

Here's what actually works: create valuable lead magnets that solve specific problems your prospects face before they're ready to buy your software. 

If you're selling project management software, you might offer a "Project Planning Template" that helps teams organize their workflows. The template demonstrates your expertise while giving prospects something immediately useful.

Once someone joins your list, don't immediately pitch your product. Set up automated email sequences that build relationships over time. 

Your welcome series should introduce your company story, share customer success stories, and gradually present your solution as the natural next step. Think of it as nurturing a friendship rather than chasing a sale.

2. Master Organic Social Media Marketing

LinkedIn dominates the B2B social media space, with 89% of B2B marketers using it for lead generation. 62% of marketers say LinkedIn helps them generate twice the number of leads compared to the second most popular lead generation channel. 

Your LinkedIn strategy should focus on sharing industry insights, commenting meaningfully on prospect posts, and building genuine relationships with decision-makers.

Create a content calendar that mixes educational posts, behind-the-scenes content, and customer spotlights. Share screenshots of your product solving real problems, post quick tips related to your industry, and engage authentically with your network.

While LinkedIn should be your primary focus, don't ignore X (formerly Twitter) for real-time industry conversations and Instagram for more visual storytelling. Each platform serves different purposes in your overall social strategy.

3. Scale With Paid Social Ads

Paid social advertising allows you to reach prospects who aren't actively searching but fit your ideal customer profile. LinkedIn ads work particularly well for B2B SaaS, letting you target by job title, company size, and industry. Currently, 67 million companies have their profiles on this platform. 

Start with small budgets to test different audiences and ad formats. Video ads showcasing your product in action typically outperform static images. Keep your messaging focused on the specific outcome your software delivers rather than listing features.

Track your cost per lead and lifetime value carefully. Paid social works best when you have a clear understanding of your customer acquisition costs and can optimize for quality leads rather than just volume.

4. Invest in SEM and Search Advertising

Organic traffic takes time to build. Sometimes you need results faster, especially when you're competing for market share against bigger players. That's where search advertising becomes your best friend.

Search advertising puts your solution directly in front of people actively looking for what you offer. 

Think about it: someone typing "automated invoice tracking software for small businesses" into Google is much more likely to buy than someone casually browsing social media. They have a specific problem and they want to solve it right now.

The key is focusing on long-tail keywords that indicate buying intent rather than broad, competitive terms. 

You don't want to compete with enterprise software companies for expensive keywords like "business software." Instead, target specific phrases that your ideal customers actually search for when they're ready to make a decision.

Here's something most people get wrong: they send all their search traffic to their homepage. Don't do this.

Create dedicated landing pages for each ad campaign that match the search intent and messaging. Your ad copy, landing page headline, and call-to-action should tell one cohesive story from the moment someone clicks your ad.

5. Optimize Your Website SEO

SEO drives 53% of all website traffic, making it essential for long-term growth. Start with keyword research focused on problems your software solves rather than just product-related terms.

Create helpful content that answers questions your prospects ask during their research process. This includes comparison articles, how-to guides, and industry trend pieces that naturally incorporate your target keywords.

Technical SEO matters just as much. Ensure your site loads quickly, is mobile-friendly, and has clear navigation. Search engines prioritize websites that provide excellent user experiences.

Key SEO priorities for SaaS websites:

• Page speed optimization (aim for under 3 seconds)
• Mobile responsiveness across all devices
• Clear site structure with logical URL hierarchy
• Regular content updates and fresh blog posts

Also read: Building an SEO-Friendly B2B Website Design: Tips to Rank Well

6. Level Up Your Content Marketing Game

Content marketing costs 62% less than traditional marketing while generating three times more leads. Your content should educate prospects about industry challenges while subtly positioning your solution as the answer.

Create different content types for each stage of the buyer journey. Top-of-funnel content addresses broad industry problems, middle-funnel content compares different solution approaches, and bottom-funnel content demonstrates your specific capabilities.

Consistency matters more than perfection. Publishing one high-quality piece per week beats sporadic bursts of content creation. Focus on topics your sales team repeatedly explains to prospects.

Common content types that convert better for SaaS businesses:

• Problem-focused blog posts: Address specific pain points your prospects face daily (workflow bottlenecks, compliance issues)
• Comparison guides: Honest evaluations of different solution approaches, including when your product isn't the best fit
• Customer case studies: Real stories showing measurable outcomes, not just glowing testimonials
• Implementation resources: Templates, checklists, and guides that prospects can use immediately

Also read: Guide to Content Marketing for Websites in 2025

7. Expand Through Guest Posts and Guest Blogging

Guest blogging builds your authority while driving targeted traffic back to your website. Look for publications your ideal customers already read and pitch topics that showcase your expertise without being overly promotional.

The key is providing genuine value to the host publication's audience. Write about industry trends, share actionable insights, and include real examples from your experience. Your author bio and subtle mentions within the content will drive interested readers to learn more about your company.

Target a mix of established industry publications and emerging blogs with engaged audiences. Sometimes, smaller, niche publications deliver higher-quality traffic than major outlets with broader audiences.

8. Generate Buzz With Press Releases

Press releases help you announce significant company milestones, product launches, and partnership deals. While they don't directly drive sales, they build credibility and can improve your search engine visibility.

Focus on genuinely newsworthy announcements rather than routine updates. New feature releases, significant customer wins, funding announcements, and industry awards all make good press release topics.

Distribute through both free and paid channels. Free platforms like PRLog and OpenPR provide basic distribution, while paid services like PRNewswire offer broader reach and better targeting options.

9. Create an Affiliate Marketing or Referral Program

Your existing customers are your best source of new business. Referral programs turn satisfied users into active promoters of your software.

Offer meaningful incentives for both the referrer and the new customer. This could be account credits, extended free trials, or cash rewards. Make sure the referral process is simple and trackable.

Consider partnering with complementary software providers for cross-promotional opportunities. For example, if you sell email marketing software, partner with CRM providers whose customers might need your solution.

10. Encourage Online Reviews

Online reviews significantly influence B2B purchasing decisions, with the majority of buyers reading up to 10 reviews before making software purchases, according to Gartner. Actively encourage satisfied customers to share their experiences on review platforms.

Focus on platforms where your prospects actually research solutions. For B2B SaaS, this typically includes G2, Capterra, and Trustpilot. Make the review process as easy as possible by sending direct links and clear instructions.

Respond professionally to all reviews, both positive and negative. Your responses show prospects how you handle customer feedback and support issues.

Here are a few smart approaches to gathering more reviews:

• Milestone-triggered requests: Ask for reviews after customers achieve specific goals or complete successful projects
• Multiple platform strategy: Focus on 2-3 key platforms rather than spreading thin across every review site
• Personal follow-up: Have account managers request reviews during regular check-ins rather than relying only on automated emails
• Response strategy: Reply professionally to all reviews, showing prospects how you handle both praise and criticism

11. Partner With Industry Influencers

Influencer marketing in B2B focuses on thought leaders and industry experts rather than celebrity endorsements. Identify respected voices in your industry who are already discussing topics related to your software.

Start by engaging genuinely with their content before proposing any partnerships. Comment thoughtfully on their posts, share their insights, and build authentic relationships over time.

Consider offering free access to your software in exchange for honest reviews or case studies. Many influencers appreciate testing new tools they can potentially recommend to their audiences.

12. Build Strategic Brand Partnerships

Strategic partnerships with complementary businesses can expose your brand to new audiences without direct advertising costs. Look for companies that serve the same target market but offer different solutions.

Joint webinars, co-created content, and shared booth space at industry events all provide partnership opportunities. The key is ensuring both parties bring equal value to the collaboration.

Document partnership terms clearly upfront to avoid misunderstandings later. Define lead sharing arrangements, content usage rights, and promotional responsibilities for each partner.

13. Make Your Site Omnichannel-Friendly

Modern buyers interact with your brand across multiple touchpoints before making purchasing decisions. Your website needs to provide consistent experiences whether visitors arrive from social media, email campaigns, or search results.

Ensure your messaging, branding, and user experience remain consistent across all channels. A visitor who clicks through from your LinkedIn post should find the same tone and information they expect based on your social media presence.

Track cross-channel customer journeys to understand how different marketing activities work together. This insight helps you allocate budget more effectively and identify which combinations of channels drive the highest-quality leads.

Now that you understand the core strategies, let's dive into the practical implementation steps that will help you execute these tactics effectively.

Phew! Sounds like a lot of work? To be honest, it is. Small businesses are already short on resources and skilled manpower. And time here is your most valuable resource. Save it for other mission-critical business operations while Beetle Beetle takes care of your website.

Get Ahead of Your Competitors With a Stunning Website, Designed & Delivered by Us

Website marketing for small SaaS businesses comes down to understanding one fundamental truth: your prospects are already online, researching solutions, and comparing options. 

The question isn't whether they'll find information about companies like yours. The question is whether they'll choose you when they do.

Every strategy we've covered works because it addresses a specific stage of the buyer journey. Together, these tactics create a comprehensive system that turns your website into a reliable customer acquisition machine. 

Need us to help you implement these strategies? We would love to. 

At Beetle Beetle, we've helped 100+ SaaS companies 2X their conversions. Our team of web designers and developers specializes in creating websites that don't just look good but actually drive business results. 

Our process starts with deep market research and customer analysis to understand exactly what motivates your prospects to buy. 

We then build responsive, scalable websites and CMS systems on Webflow because of its flexibility, performance capabilities, and enterprise-grade security features.

Here are a few things you should know before you consider us for your next project. Only 3 in 10 companies we speak to make the cut. You'll be a good fit if you have:

• A proven product with happy customers: We work with SaaS companies that have achieved product-market fit and positive customer feedback
• Serious revenue or funding: Minimum $30k MRR or completed funding rounds show you're committed to growth
• Strong desire to scale: You're ready to invest in professional marketing infrastructure to capture more market share

Your website should work as hard as you do to grow your business. Let's build one that does. Hire Beetle Beetle for website design today.