How offering websites can ignite your SaaS or software business
Updated: 2 days ago
For most SaaS and software companies, building a product that delivers real value to a vertical market is challenging enough. That’s the core competence of your engineering and product teams.
Your customers’ growth, though, often starts on a website. It’s where the people they serve find them, compare options and take the next step. Creating and managing websites isn’t what you got into business for, and you don’t want to worry about the nuts and bolts of website architecture.
That’s why more software companies are partnering with a website platform instead of building one. With Wix Enterprise, you can offer your customers professional websites connected to your product, while Wix maintains the underlying website platform.
In this article
Where the opportunity comes from
The people your customers serve often reach your product through your customers’ websites. Candidates discover jobs through career sites. Patients research health care providers and request appointments online. Renters evaluate properties before applying. Policyholders compare options and request quotes through agency websites.
When the online experience is fragmented, difficult to navigate or just doesn’t look good, it can slow end user adoption and reduce the effectiveness of the workflows your product is designed to support. Often the issue isn’t your product. It’s the website in front of it.
Your customers might not even identify the website as the core problem, or as part of the solution. They just want results: more applicants, more bookings, more leads. Many turn to agencies, freelancers or standalone website tools to get there. Offering a connected website creates an opportunity to bring that spend, and the outcomes behind it, closer to your platform.
Ways you can benefit from offering websites to your customers
New recurring revenue
You decide how to package websites: as a recurring add-on, an uplift to an existing subscription tier, part of a premium package or a bundle within a broader offering. Services like implementation, migration, design and customization can carry their own fees, and a connected website can open up additional transaction revenue.
Deeper product adoption
A connected website extends your platform into the customer-facing experience. It can keep information synchronized, bring customer interactions into existing workflows and make more of your platform’s capabilities accessible to the people your customers serve.
Deeper use of product workflows
Better websites can also open up workflows your customers haven’t used before, like comparing insurance policies side by side, matching patients with the right provider or offering job training to candidates. The more your customers do through a website connected to your product, the more reason they have to stay.
How the Wix Enterprise model can work for you
First, Wix provides and maintains the underlying website platform, including hosting, enterprise-grade security, templates, CMS and a centralized enterprise dashboard.
Next, Wix supports implementation and migration and works with your team to connect your product to the website experience, including mapping the data and workflows involved. When requirements go beyond the standard scope, such as complex migrations or significant design work, Wix Professional Services can help for an additional fee.
From there, you own the relationship with your customers and manage first-line support, with escalation to Wix support as needed. Your customers launch, own and manage their own websites, connected to the software they already use.
What this looks like by industry
Here’s how a connected website can support outcomes in a few verticals.
HR tech: Career websites can connect employer branding, job discovery and applications, which can help increase completed applications, grow visitor-to-applicant conversion, improve candidate quality and lower cost per hire.
PropTech: Property and business websites can connect listings, availability, applications and resident workflows, which can improve listing engagement, rental applications, lead-to-lease conversion, portal usage and payments.
Health tech: Practice websites can connect provider discovery, reputation, appointment booking and intake, which can help streamline appointment requests, online bookings, new-patient conversion and intake completion. HIPAA support is available for eligible sites.
InsurTech: Agency websites can connect agency discovery, coverage education, quote requests and customer service, which can help improve lead growth, quote requests, quote-to-bind conversion and digital servicing.
Build it yourself or partner
Many software companies can build websites. The question is whether you want to build and maintain the entire capability yourself, which means multi-site editing and templating, customer provisioning and account management, domains, hosting, SSL, publishing infrastructure, security, integrations, migration and ongoing maintenance.
Partnering doesn’t remove your investment. It just changes where it goes. Your team still owns the commercial model, go-to-market, onboarding and the customer relationship, while Wix maintains the website platform underneath.
Key takeaway
Your customers already need websites to grow. Offering one connected to the platform they already trust can create new revenue and deeper adoption, without turning you into a website company.
About Wix Enterprise
Wix Enterprise is the enterprise web platform for organizations that want to move fast. Software companies use it to offer professional websites connected to their platform, while their customers launch, own and manage their own sites. Book a demo and bring your product roadmap. We’ll show you how a connected website offering could work for your platform and your customers.
