How we explain this SaaS product at a glance

In the tech industry, everything revolves around innovation. But how do you bring that innovation to life on your website? How do you present a complex SaaS product in a way that’s both accessible and trustworthy, without losing the power of your solution?

A strong website is more than just a business card. It’s where you show who you are, what you do, and why it works. And it doesn’t have to be complicated. In this blog, I’ll share how to create an innovative website that combines clarity, simplicity, and impact.

“We have a fantastic product, but our website doesn’t show it.”
This is a challenge many SaaS and tech companies face. You’re proud of your solution, but how do you explain it in a way that visitors immediately understand what you do and why they should choose you?

Building a website for the tech industry is like translating a complex manual into a clear and convincing story. It’s a challenge, but also an opportunity. A great website does more than inform—it shows who you are, what you do, and how you help others.

In this blog, we’ll share practical tips on turning a complex message into an accessible, powerful website. No dry theories—just actionable insights, including how we applied these principles for Billy Grace.

1. Simplicity with Visuals

Your product can do a lot. But how do you explain that clearly to someone who’s never heard of it? Visuals help you break down complex technology to its core. No long texts. No ‘jargon’. Just clear and visual.

Why does this work?

• Images and animations offer a quick and clear explanation of complex SaaS concepts.
• They help users grasp the value of your product faster—boosting the chances of conversion.
• Visuals, animations, and infographics make complicated SaaS ideas instantly understandable.
• Visitors don’t need to search or think too much—they instantly see what your product does and why it matters.
• This not only speeds up their understanding, but also their decision to click through, request a demo, or get in touch.

Simplicity doesn’t mean leaving out information—it means focusing on what truly matters. A strong visual supports your story, makes it more personal, and brings calm to your page.

For example: with Billy Grace, we chose to align the dashboard visuals with their brand while simplifying how the data is presented. We only showed the information needed to quickly understand the product. No overload of numbers—just a clear, visually engaging display. This makes the technology easier to grasp—and the value of the product instantly clear.

2. Demos and Free Trials

Visitors want to see what they can expect. By showing a visual representation of your product—like a clickable dashboard or illustrations of key features—you give a convincing impression of the experience, even before someone signs up.

What’s in it for you?

• Illustrations instantly show how your product works—no technical explanation needed.
• By focusing only on the essentials, you keep things clear and engaging.
• A visual ‘demo’ lowers the barrier.

A real-life example: For Billy Grace, we didn’t just visualize the dashboard—we also showcased the different tools within the platform individually. Visitors can click through them step by step, getting a clear overview of the possibilities at a glance. All in the brand’s style, with a focus on simplicity. This way, visitors already get a feel for how it works—before they even use the product or schedule a call.

3. Custom UX/UI Design

A smooth user experience is more than just a logical structure—it’s also a visual journey that makes your product easy to understand. Illustrations play a key role in this. They create recognition, provide guidance, and help simplify complex elements.

What makes good UX/UI design? 

• Intuitive navigation – your visitors should easily find what they’re looking for.
• Responsive design – your website needs to work flawlessly on every device, including your visuals.
• Clear onboarding – new users want to quickly understand how your product works—and illustrations can guide them.

At Billy Grace, we designed the illustrations to work seamlessly across all screens—whether you’re on a laptop or a phone. The visuals aren’t just appealing; they guide visitors. Placed strategically across different sections of the website, they make the content easy to follow and help users navigate visually. This makes the journey feel natural, so users instantly understand where they are and what they can do.

4. A powerful message 

No matter how much your product can do, no one wants to be overwhelmed with information. A clear, compelling message is key to winning over your visitors. Especially with complex SaaS solutions, it’s crucial to distill your message to the core. What problem are you solving? And why does it matter?

How do you do that?

• Start with a clear value proposition that explains what your product does—in just one sentence.
• Address familiar pain points your audience will recognize, and immediately show the solution.
• Use visuals or illustrations to support your message, helping visitors grasp it faster.
• Highlight the pain points visually—for example, through color accents, icons, or focus frames.

For Billy Grace, we aligned the visual style with their core message for the illustration: First-party data, Attribution, Analytics, and Optimizations in one platform. In the main illustration, we immediately showed how the platform brings these elements together. At the same time, we addressed key pain points of the target audience—like lack of clarity or insight—through color choices, icons, and subtle visual cues like exclamation marks. This way, visitors feel understood and engaged even before reading a single word.

5. Conversion-Focused Design

Your website is more than just an online brochure—it’s a tool to turn visitors into customers. But that only works if your design is truly focused on conversion. Visuals play a key role in this. They grab attention, guide the way, and support every step of the journey.

What makes a design conversion-focused?

• Smart call-to-actions (CTAs) around illustrations – Make it easy for visitors to take the next step, like requesting a demo or starting a free trial.
• Illustrations that show the value of the next step – For example, what a demo delivers or how data insights look.
• A clear page structure where content and visuals work together to reinforce your message.

At Billy Grace, we used illustrations throughout the website to show the value the platform delivers. Right next to those visuals, we placed clear CTA buttons like ‘Schedule a demo’. This way, visitors are visually guided through the story and immediately encouraged to take the next step. The combination of visuals and action removes any guesswork—you instantly see what to expect and where to click.

6. Illustraties als verlengstuk van je merk 

Good illustrations are more than decoration. They can become a recognizable part of your brand, and contribute to a consistent experience across every touchpoint. From website to email, from LinkedIn to event stands.

What works?

• Use lead magnets like whitepapers or exclusive content to collect email addresses
• Automate nurture campaigns to keep interested leads engaged with relevant updates and offers
• Stick to one clear illustration style that matches your brand identity
• Reuse illustrations in emails, brochures, social posts, and presentations
• Use visuals to show what your product does or solves

At Billy Grace, illustrations became part of their brand identity. We developed a recognizable style that appears not only on their website, but also in emails, presentations, and even at their trade show booth. It makes their story visual, accessible, and instantly recognizable. The illustrations reflect who they are—and create a consistent thread throughout the entire customer journey.

 

Collaborating on an Innovative Website

At Mars, we help tech companies every day to make complex stories easy to understand. Whether it’s Billy Grace or your company, we believe in simplicity, the power of your story, and design that works.

Curious how we brought Billy Grace’s story to life? Read the full case here.

Want to explore what we can do for you? Go to our Illustration page or Get in touch—we’d love to think along and turn your story into something clear and powerful.