--- title: "SaaS Website Best Practices: 20 Pricing Pages Compared" description: "SaaS website and pricing page best practices from 20 live B2B SaaS pricing pages read 17 October 2026: plans, trials, badges, proof and the pages to build." url: "https://dardo.studio/en/blog/saas-website-best-practices/" language: "en" updated: "2026-10-17T23:22:15.419Z" --- [Blog](https://dardo.studio/en/blog/) # SaaS website best practices: what 20 B2B SaaS pricing pages do, and the pages your site needs We read 20 B2B SaaS pricing pages: 15 offer a free plan and all 12 billing switches open on annual. The patterns to copy and the pages a SaaS site needs. By [Nicolás Cerón](https://dardo.studio/en/nicolas-ceron/) ·October 17, 2026 ![A night market in a stone arcade with three lamplit wooden stalls, a single crimson paper lantern hanging above the middle one.](https://dardo.studio/_astro/01M562RA25MV9N9W4K33DHSBZQ_1M204h.webp) ## Key takeaways - Of 20 B2B SaaS pricing pages read on 17 October 2026, the median showed four plans, two of them buyable without sales, and 11 used the same shape: free, two paid plans and enterprise. - 15 of the 20 offer a free plan and 9 a free trial; four of the five products without a free plan offer a 14-day trial instead. - All 12 pages with a monthly/annual switch open on annual billing, and the real annual discount is most often about 17%, the same as paying for 10 months out of 12. - 9 of the 20 pricing pages meter AI in its own unit, such as credits, requests or per-resolution fees. - Of the 19 homepages we could fetch, all link to pricing and customer stories, 18 to a security or trust page, and 6 to comparison pages against named competitors. ## The short answer A SaaS website has to serve three visitors at once: the user who wants to try the product, the buyer who needs a price, and the reviewer who has to approve security and spend. A good SaaS site gives each of them a path that doesn't require a sales call. On 17 October 2026 we read the pricing pages of 20 well-known B2B SaaS products. The typical page shows **four plans, two of which you can buy without talking to sales**. 15 of the 20 offer a free plan, 15 end with an enterprise "contact sales" card, 12 badge one plan as the most popular, and all 12 pages with a monthly/annual switch open on annual. Their homepages are just as consistent: 19 of 19 link to customer stories, and 18 link to a security or trust page. The rest of this guide shows the data, what to copy, the pages a SaaS site needs, and the mistakes we found on pages from companies that can afford to get them right. ## What 20 SaaS pricing pages do We read each page on 17 October 2026, logged out, in English, in US dollars. Where the HTML didn't contain the plans, we read the page in a browser. We counted what a visitor sees on the main view: plan cards, free plan or trial, the billing switch and the saving it claims, badges, the enterprise card, the pricing unit, the comparison table, the FAQ, compliance claims and calculators. | Product | Plans on the page | Free plan or trial | Monthly/annual switch | Badge | Priced by | | --------------------------------------------------------------- | -------------------------------------------------------------- | ------------------ | ----------------------------- | ------------------------------ | --------------------------------- | | [Slack](https://slack.com/pricing) (team chat) | Free, Pro, Business+, Enterprise+ | Free plan | No; monthly price shown first | Best value | Active user | | [Notion](https://www.notion.com/pricing) (docs) | Free, Plus, Business, Enterprise | Free plan | Yes, "Save up to 20%" | Recommended | Member, plus AI credits | | [Asana](https://asana.com/pricing) (projects) | Personal, Starter, Advanced, Enterprise | Free plan | Yes, "Save up to 18%" | None | User, plus AI requests | | [Linear](https://linear.app/pricing) (issue tracking) | Free, Basic, Business, Enterprise | Free plan | Yearly only | None | User | | [Figma](https://www.figma.com/pricing/) (design) | Starter, Professional, Organization, Enterprise | Free plan | On one card | None | Seat type | | [Miro](https://miro.com/pricing/) (whiteboard) | Free, Starter, Business, Enterprise | Both; 14-day trial | Yes, "save 20%" | Best for teams and consultants | Member | | [Pipedrive](https://www.pipedrive.com/en/pricing) (CRM) | Lite, Growth, Premium, Ultimate | 14-day trial | Yes, "Save up to 26%" | Most popular | Seat | | [Intercom](https://www.intercom.com/pricing) (support) | Essential, Advanced, Expert, Fin AI Agent | 14-day trial | Yes, "Save up to 26%" | None | Seat plus USD 0.99 per AI outcome | | [Zendesk](https://www.zendesk.com/pricing/) (help desk) | Support Team, Suite Team, Suite Professional, Suite Enterprise | 14-day trial | Yes, "20% off annual" | Most popular | Agent | | [Calendly](https://calendly.com/pricing) (scheduling) | Free, Standard, Teams, Enterprise | Both; 14-day trial | Yes, "Save up to 20%" | Popular plan | Seat | | [Zoom](https://zoom.us/pricing) (meetings) | Basic, Pro, Business, Enterprise | Free plan | Yes, "Save up to 16%" | Most popular | User | | [GitHub](https://github.com/pricing) (code) | Free, Team, Enterprise | Both; 30-day trial | No | Most popular and Recommended | User, plus metered usage | | [Vercel](https://vercel.com/pricing) (hosting) | Hobby, Pro, Enterprise | Both | No | Popular | Developer seat plus usage | | [Sentry](https://sentry.io/pricing/) (monitoring) | Developer, Team, Business, Enterprise | Both | Yes, "Save with annual" | None | Plan plus usage volumes | | [Postman](https://www.postman.com/pricing/) (APIs) | Free, Solo, Team, Enterprise | Free plan | Yes, "Save up to 25%" | None | User | | [Mixpanel](https://mixpanel.com/pricing/) (analytics) | Free, Growth, Enterprise | Free plan | Inside its calculator | None | Events | | [1Password](https://1password.com/pricing/business) (passwords) | Teams Starter Pack, Business | 14-day trial | Yes, no saving stated | None | User | | [Mailchimp](https://mailchimp.com/pricing/marketing/) (email) | Free, Essentials, Standard, Premium | Free plan | No; intro discount instead | Best value | Contacts | | [Airtable](https://airtable.com/pricing) (database) | Free, Team, Business, Enterprise Scale | Free plan | No; both prices printed | Most popular | Seat, plus AI credits | | [Gusto](https://gusto.com/product/pricing) (payroll) | Simple, Plus, Premium | Neither | No | Best value | Base fee plus per person | The counts across all 20: | Pattern | Pages | Detail | | ------------------------------- | -------- | --------------------------------------------------------------------------- | | Plan cards | Median 4 | 11 pages use the same shape: free, two paid plans, enterprise | | Plans you can buy without sales | Median 2 | Pipedrive sells all four online; Vercel and Mixpanel one | | Free plan | 15 | The five without one: Pipedrive, Intercom, Zendesk, 1Password, Gusto | | Free trial of a paid plan | 9 | Six state 14 days; GitHub 30 days | | Monthly/annual switch | 12 | All 12 open on annual | | Saving stated in words | 11 | "Save up to X%" is the most common wording; nobody says "2 months free" | | "Most popular"-type badge | 12 | Always on a paid plan you can buy online, never on Free | | Enterprise "contact sales" card | 15 | "Contact sales" on 11 of them | | Full feature comparison table | 19 | We couldn't open Intercom's panel | | FAQ on the page | 17 | Median 12 questions; 5 of 18 checked also mark it up as FAQ structured data | | Security or compliance claim | 11 | Mostly table rows; HIPAA on 9 pages, SOC 2 on 7 | | Cost calculator | 4 | Sentry, Mixpanel, Mailchimp, Intercom: all usage-priced | | AI metered in its own unit | 9 | Credits, requests or per-resolution fees | Two caveats. Intercom was running a live price test while we read it: some visits showed its Essential plan at USD 29 with "Save up to 26%", others at USD 19 with "Save up to 35%". And a few pages differed between our logged-out copy and a browser, so treat single details as a snapshot of one day. ## What to copy for your own pricing page ### Four cards, two you can buy Free, two paid plans and Enterprise is the default for a reason: one plan to start, one to grow into, and one for procurement. Pipedrive is the exception that sells four self-serve plans, and Linear shows how little a page needs: four cards and a comparison table, with no badge, no trial and no FAQ. ### Choose a free plan or a trial on purpose The five products without a free plan are mostly seat-priced team tools sold to a manager, and four of them offer a 14-day trial instead. If your product only shows its value once a team is set up, a trial with a deadline usually fits better than a free plan nobody upgrades from. Say what the trial needs: Pipedrive repeats "No credit card required" under every button. ### Default to annual, and show the arithmetic Every switch we saw opens on annual billing, so the headline is the per-month equivalent of a yearly price. The real discount is usually about 17%, the same as paying for 10 months out of 12 (Notion USD 10 against 12, Zoom USD 14.16 against 16.99, Airtable USD 20 against 24). Pipedrive also prints the yearly total under the monthly figure ("One payment of US$ 168 per seat/year"), which saves a buyer the multiplication their finance team will do anyway. ### Mark one plan, and put a floor on Enterprise All 12 badges sit on a self-serve paid plan, usually the second or third card. GitHub runs two badges at once, "Most popular" on Team and "Recommended" on Enterprise. On the enterprise card, a starting price filters out buyers who can't afford it: Calendly shows Enterprise "Starts at $15k /yr", GitHub "Starting at $21" a user, and Figma publishes its Enterprise seat prices even though the button says "Contact sales". ### Price AI where buyers can see it 9 of the 20 pages meter AI in its own unit, such as credits, requests or resolutions. Notion sells credits at USD 10 per 1,000, Intercom charges USD 0.99 per AI outcome, Asana sells AI requests, and Zendesk bills AI agents per automated resolution. If your product meters AI, put the unit and its price on the pricing page rather than in the terms. ### Answer objections on the page 17 pages end with an FAQ, with a median of 12 questions: refunds, seat changes, discounts for nonprofits and startups, what counts as a user. Slack's FAQ explains that only active members are billed. Those answers are what a buyer forwards to a finance or procurement colleague. ### Show where single sign-on starts Security claims on pricing pages are mostly rows in the comparison table. What buyers look for first is single sign-on, and it is rarely in the first paid plan: Notion and Miro put it on Business, Asana and Linear on Enterprise, and Vercel sells SAML single sign-on on Pro for USD 300 a month. Make the row easy to find, because an IT reviewer will search for it. ### Add a calculator only when price depends on usage The four calculators all belong to products priced by events, volumes, contacts or AI resolutions. A seat-priced product doesn't need one: the price is the seat count times the plan. ### Make the page readable to machines Postman's pricing page tells AI agents that a clean Markdown copy of the page lives at `/pricing.md`, and the file is there. Assistants increasingly answer "how much does X cost", so a plain-text version of your prices helps them quote you correctly. Our notes on building an [agent-ready website](https://dardo.studio/en/blog/agent-ready-website/) cover the rest of that work. ## The pages a SaaS site needs We also checked what each company links from its homepage. Gusto's homepage blocked our request, so this covers 19, counting links in the homepage HTML; menus that load later with JavaScript may hide more. | Page | Linked from the homepage | What it has to do | | ------------------------------------------ | ------------------------ | --------------------------------------------------------------------------------------------------- | | Pricing | 19 of 19 | Plans, units, what each tier adds, the enterprise route, an FAQ | | Customer stories | 19 of 19 | Named companies, the problem, the result with a number, filterable by industry or size | | Security or trust center | 18 of 19 | Certifications, data location, subprocessors, how to report a vulnerability, how to request reports | | Integrations or marketplace | 18 of 19 | A searchable list with what each integration does and who built it | | Changelog or "what's new" | 16 of 19 | Dated entries that prove the product is maintained | | Comparison pages against named competitors | 6 of 19 | An honest side-by-side for buyers who already have a shortlist | Figma has a security page at figma.com/security; we just didn't find a link to it in its homepage HTML. Beyond those six, three pages carry most of the remaining weight: - **Product or features pages, one per job the product does.** Not a list of features: what the buyer can stop doing, with screenshots of the real interface. - **Use cases or solutions by role and industry.** This is where B2B navigation does its segmenting. In our [B2B website examples](https://dardo.studio/en/blog/b2b-website-examples/), 9 of 12 sites had an industry menu, and 4 also organized by role or department. - **Docs and an API reference** for any product with integrations. Evaluating engineers read docs before they read marketing pages. Comparison pages are the least common and among the most useful for buyers who already have a shortlist. They're legal in the US: the FTC's policy statement says it encourages naming competitors, as long as comparisons are truthful, clear and not deceptive ([16 CFR 14.15](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-A/part-14/section-14.15)). Slack, Pipedrive, Mixpanel, Zendesk, Mailchimp and 1Password all run them. For the security page, add a `/.well-known/security.txt` file. [RFC 9116](https://www.rfc-editor.org/rfc/rfc9116) defines it as a machine-readable way to tell researchers how to report a vulnerability: ```txt Contact: mailto:security@example.com Expires: 2027-10-17T00:00:00.000Z Policy: https://example.com/security/disclosure Preferred-Languages: en, es ``` If customers can bring their own domain to your product, the trust page should explain how that works too; our guide to [custom domains for SaaS](https://dardo.studio/en/blog/custom-domains-for-saas/) covers the set-up. ## Signup and demo flows The buttons on the paid cards split into three camps: "Get started" (6 pages), trial wording such as "Start free trial" or "Try it free" (7) and "Buy now" (4). There's no single right label; match it to what happens next. "Try it free" should lead to a working product, not to a form that schedules a call. The strongest B2B flows we saw put both paths side by side: - **Stripe** pairs instant signup with a "Contact sales" form whose first step asks only for a work email and a country. - **Snowflake** puts "Contact sales" and "Start for free" next to each other in the header. - **Supabase** leads with "Start your project" and keeps "Request a demo" as a four-field form. - **CrowdStrike** lets a buyer book a meeting after giving a business email and country, then shows open times. The forms that ask more up front, nine fields at Snowflake and Veeva, belong to companies with long enterprise sales. If you sell to smaller teams, ask for the minimum and qualify later. Measure each path separately: trial started, trial activated, demo booked, demo held. Our comparison of [PostHog and Google Analytics](https://dardo.studio/en/blog/ga4-vs-posthog/) covers which tool tracks product activation and which tracks the website. ## Proof that convinces buyers What the 20 pricing pages and the homepages behind them use, in order of how specific it is: 1. **Numbers from named customers.** "Customer X cut Y by Z%" with the customer's name and a link to the full story beats any logo. 2. **Customer logos** right under the hero, where a visitor checks whether companies like theirs use the product. 3. **Security evidence**: certifications, a trust center and a way to request a SOC 2 report. 4. **Review-site ratings and quotes** from named people with their titles. Keep every claim real. The FTC's rule on consumer reviews and testimonials ([16 CFR Part 465](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465)) makes it a violation for a business to create or sell reviews or testimonials that misrepresent whether the reviewer exists or used the product, and it covers insider reviews and review suppression too. If you don't have customer numbers yet, use a detailed description of how the product works, and add stories as they come. This is general information about US rules, not legal advice. ## Mistakes we found on big-company pages - **A saving that the prices don't support.** Notion's switch says "Save up to 20% with yearly", but both paid plans work out to 16.7% (USD 10 against 12, USD 20 against 24). Pipedrive and Zendesk make the opposite error and claim less than they give. Compute the figure from your own prices. - **Two numbers for the same thing.** Mailchimp's pricing page gives the free plan's limit as "Under 250 contacts" in the plan column and "fewer than 500 contacts" a few lines away. Every number on a pricing page should come from one source. - **Intro prices without the full price beside them.** GitHub's Team plan says USD 4 a user "for the first 12 months\*", and we found no footnote for the asterisk in the page. Mailchimp shows "Save 50%" for 12 months, then the full price. Slack offers 50% off for 3 months on monthly billing. Put the regular price next to the promotional one. - **A security page nobody can find from the homepage.** Figma has one; its homepage HTML doesn't link to it. - **Pages that only work for one kind of visitor.** A pricing page with no enterprise route loses procurement; a site with no docs or changelog loses the engineer who has to approve the integration. If your conversion problem is somewhere between the pricing page and the signup, our [conversion rate optimization](https://dardo.studio/en/services/conversion-rate-optimization/) service starts with a review of exactly these pages. ## What to do next 1. Put your pricing page next to the counts table above and note every pattern you don't follow. Each should be a decision, not an accident. 2. List the six homepage links from the pages table and check which ones your site is missing. 3. Turn the result into a brief with our [website RFP builder](https://dardo.studio/en/tools/website-rfp-template/), whether you rebuild in-house or hire someone. If you want Dardo to design or rebuild the site, see our [SaaS website design](https://dardo.studio/en/services/saas-website-design/) and [B2B website design](https://dardo.studio/en/services/b2b-website-design/) services. And if AI assistants should be able to use your product, not just read about it, start with our guide to [MCP servers for SaaS](https://dardo.studio/en/blog/mcp-server-for-saas/). ## Common questions **What should a SaaS pricing page include?** On the 20 pages we read, the common elements were plan cards (a median of four), a monthly/annual switch that opens on annual, one highlighted plan, an enterprise route, a full feature comparison table and an FAQ. 19 had the comparison table and 17 the FAQ. Also state the pricing unit clearly and show which plan includes single sign-on. **Should a SaaS company offer a free plan or a free trial?** Both are common: 15 of the 20 products we checked had a free plan, 9 offered a trial, and some did both. Four of the five products without a free plan offered a 14-day trial instead. A trial with a deadline suits products that only show their value once a team is set up; a free plan suits products one person can adopt alone. **How many pricing tiers should a SaaS have?** The median page we read showed four plan cards, two of which could be bought without talking to sales. Eleven of the 20 used the same shape: a free plan, two paid plans and an enterprise plan. Pipedrive sells four plans online and 1Password shows only two, so fewer or more can work when the difference between plans is clear. **What discount do SaaS companies give for annual billing?** In our sample the real discount was most often about 17%, which is the same as paying for 10 months out of 12. It ranged from about 5% on Intercom's Expert plan to about 29% on Pipedrive's Growth plan. Compute the figure from your own prices before you print it: one page we read claimed a bigger saving than its prices supported. **What pages does a B2B SaaS website need?** At minimum: pricing, customer stories, a security or trust page, an integrations directory and a changelog, which almost every homepage we checked linked to. Add product pages by job to be done, use-case pages by role or industry, and docs for any product with an API. Comparison pages against named competitors help buyers who already have a shortlist. **Can a SaaS website compare itself with competitors by name?** In the US, yes, if the comparison is truthful and clear. The FTC's policy statement on comparative advertising says it encourages naming or referring to competitors, but requires clarity and, if necessary, disclosure to avoid deceiving consumers. This is general information, not legal advice. ## Sources & further reading Sources behind this page, with further detail from the original publishers. - [Notion: Pricing](https://www.notion.com/pricing) · notion.com - [Pipedrive: Pricing](https://www.pipedrive.com/en/pricing) · pipedrive.com - [Calendly: Pricing](https://calendly.com/pricing) · calendly.com - [GitHub: Pricing](https://github.com/pricing) · github.com - [Intercom: Pricing](https://www.intercom.com/pricing) · intercom.com - [Vercel: Pricing](https://vercel.com/pricing) · vercel.com - [Postman: Pricing](https://www.postman.com/pricing/) · postman.com - [Mailchimp: Marketing pricing](https://mailchimp.com/pricing/marketing/) · mailchimp.com - [Slack: Pricing](https://slack.com/pricing) · slack.com - [Zoom: Pricing](https://zoom.us/pricing) · zoom.us - [Airtable: Pricing](https://airtable.com/pricing) · airtable.com - [Zendesk: Pricing](https://www.zendesk.com/pricing/) · zendesk.com - [Asana: Pricing](https://asana.com/pricing) · asana.com - [Figma: Pricing](https://www.figma.com/pricing/) · figma.com - [Miro: Pricing](https://miro.com/pricing/) · miro.com - [Linear: Pricing](https://linear.app/pricing) · linear.app - [Sentry: Pricing](https://sentry.io/pricing/) · sentry.io - [eCFR: 16 CFR 14.15, statement regarding comparative advertising](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-A/part-14/section-14.15) · ecfr.gov - [eCFR: 16 CFR Part 465, rule on the use of consumer reviews and testimonials](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465) · ecfr.gov - [IETF: RFC 9116, a file format to aid in security vulnerability disclosure](https://www.rfc-editor.org/rfc/rfc9116) · rfc-editor.org [Nicolás Cerón](https://dardo.studio/en/nicolas-ceron/) Nicolás Cerón is the founder of Dardo, a brand, web design and development studio in Bogotá, Colombia. ## Related articles - [**What is an MCP server? A SaaS founder's guide to whether you need one**An MCP server lets Claude, ChatGPT and Copilot use your product for a signed-in user: what it is, what to expose first, the risks and whether anyone wants it.](https://dardo.studio/en/blog/mcp-server-for-saas/) - [**Custom domains for SaaS: let customers use their own domain with Cloudflare for SaaS**Let customers point their own domain at your SaaS with Cloudflare for SaaS: how validation works, what it costs as of October 2026 and where it breaks.](https://dardo.studio/en/blog/custom-domains-for-saas/) - [**B2B website examples: 12 real sites from different industries and the patterns worth copying**12 B2B websites read on 17 October 2026, from Stripe to GE Vernova: how each says who it's for, where it puts proof and prices, and what to copy.](https://dardo.studio/en/blog/b2b-website-examples/) - [**UX audit checklist: what to review, how to rank findings and what an audit costs**A UX audit checklist by area, from NN/g's 10 heuristics to funnels, five-user tests and WCAG 2.2, plus how to rank findings and published audit prices.](https://dardo.studio/en/blog/ux-audit-checklist/) ## Keep exploring. - [Service · **SaaS website design: positioning, pricing pages and signup flows**](https://dardo.studio/en/services/saas-website-design/) - [Your project · **Start a conversation**](https://dardo.studio/en/contact/)