Your SaaS website in the scaleup stage: what to fix first (so it actually supports growth)

In this post, I’m going to walk you through what your SaaS website needs once you hit the scaleup stage, and which parts to fix first so the site actually supports marketing, HR, and sales instead of slowing growth down.

If you’re like most SaaS scaleups, you’re still treating the website like a pretty marketing page. Something that looks good, maybe tells the story, and then… kind of just sits there.

But I started getting way better results when I treated the website like a product built for our ICP, not just a redesign project for the marketing team.

I’ve used this exact approach as a design lead at a SaaS company, where we rebuilt the website so it actually supported campaigns, hiring, and sales conversions. And by the end of this, you’ll know what to fix first so your site becomes a growth asset instead of a bottleneck.

Why this is so painful in a scaleup

I know how messy this gets because I’ve been right in the middle of it.

A few years back I became design lead in a SaaS company, and I’ve also been doing websites and UX/UI for SaaS companies as a freelancer. When we hit the scaleup stage, the demands on the website changed fast.

Marketing needed the site to support campaigns and lead gen.
HR needed it to help with hiring.
Sales wanted pages they could send to prospects to move deals forward.

On paper, it all sounded simple. We were basically like: “Let’s just update the website. We can do it in-house because we know the product and the market. How hard can it be?”

That was the mindset. And as the design lead, I honestly thought we could just focus for a bit, ship a better version, and move on.

What actually happened was… we were too busy.

We’d fix one thing for marketing, then quickly patch something for HR, then try to throw together something for sales. And the question we kept asking wasn’t “What should this website be for the company?” It was more like: “What do we need to fix next so it doesn’t break?”

That’s when it became a way too big project to handle in-house.

So we brought in a freelancer whose only focus was building the website and the strategy behind it. And to be honest, that changed everything.

Instead of just tweaking pages, someone came in from the outside and asked the questions we weren’t asking:

What stage are you actually in?
What do marketing, HR, and sales each need from the site?
How do we build this as a system you can keep using and growing?

A good freelancer doesn’t treat this as “a redesign”. They treat it as: how do we build infrastructure. Almost like the website is a product in itself.

A product that has to serve your ICP, your candidates, and your potential buyers.

And that experience completely shifted how I think about scaleup websites.

In the beginning I was very much: “We should do everything in-house to prove we can do it, and save money.”

But it often becomes more expensive. Because now you’re splitting focus between website work and product work, and you don’t have enough time to do either properly. And then you end up hiring help anyway, just later, after you’ve already burned a bunch of internal time.

So the goal becomes really clear: build a setup that fits the company you are now, so it can actually grow.

Core point #1: Stop thinking “marketing site” and start thinking “infrastructure”

In the scaleup stage, your website can’t just be a nice looking marketing site anymore.

It has to function as infrastructure.

Because marketing is running campaigns and needs landing pages and content.
HR is hiring and needs a clear, attractive career section.
Sales is talking to prospects and needs pages that help close deals.

If your website is still basically a startup brochure, you’ll feel it quickly.

Marketing starts hacking things together.
HR hides job posts wherever there’s space.
Sales keeps asking for “just one more page” because they don’t have what they need.

So here’s something to ask yourself when you look at your site today:

Does it feel like a system multiple teams can rely on, or does it feel like a pretty marketing website?

In a scaleup, the website needs to become a shared foundation for the company.

That means:

• a clear, intentional area for marketing
• a proper place for hiring and careers
• pages sales can confidently send prospects to

Not a random collection of pages that grew over time.

So how do you move toward that “infrastructure” setup?

You have to be really honest:

• Who is using the website internally?
• Who depends on it?
• What are they trying to do?
• What is currently breaking or annoying them?

From there, you define core page types and build reusable building blocks.

For HR, that might be job posts and a career hub.
For marketing, blog posts, guides, or a resource library.
For sales, pages for offers, features, or segments.

Then you map out the flows:

• How do candidates find roles and apply?
• How do visitors go from first touch to interest to lead to demo or sign-up?
• How do prospects use the site in the middle of a sales process?

Once you understand those flows, you structure the site around them and build templates that teams can reuse.

The shift is important here: instead of you being the bottleneck, you design the system, and then people can actually move without pulling you in every time.

The 3 key areas to build first: jobs, content, sales

If you’re going to treat the website like infrastructure, there are three areas that matter most.

1) Jobs: a real career universe, not a footer link

If you can’t bring in the right people fast enough, growth slows down no matter how good the product is.

Your website needs a career area that actually shows who you are, makes it easy to browse roles, and makes applying simple.

Not just “Jobs” hidden in the footer.

You want a careers universe candidates can explore, so you can actually attract the right talent.

2) Content: a place to build authority and trust over time

This is where you build authority in the market.

Blogs, resources, guides, whatever you call it, you need a place where you can educate the market, share your perspective, and build trust.

And it’s not just publishing for SEO.

It’s giving people a reason to believe you understand their problem and your product.

3) Sales pages: pages that plug directly into how you sell

These pages should plug directly into campaigns, outreach, and sales conversations.

They need to answer real questions, reduce friction, and make it easier to say yes.

So let me ask you this:

If you had to pick one thing your current website is best at right now, is it attracting candidates, generating leads, or helping sales close deals?

You might be decent at one or two. But if you want the site to be strong across all three, then you need:

• a clear careers hub where candidates understand the company and find roles
• a content hub marketing can publish into without breaking layout every time
• sales pages you can reuse and adapt for different segments or offers without reinventing the wheel

Core point #2: Make sure your site is talking to the right people

Even if you build jobs, content, and sales pages, there’s one thing that can still hold you back hard:

Your website is talking to the wrong people.

This happens a lot in SaaS scaleups because your ICP evolves over time, but the website stays stuck in an older stage.

In the early stage, it’s normal to experiment with segments, messaging, and use cases.

But by the time you hit scaleup, you usually know:

• who you’re really building for
• what problems you solve best
• which customers you want more of

The problem is the website doesn’t always reflect that.

It might still speak to a broad audience, like you’re still experimenting. But you should be speaking directly to the ICP you’re actually winning with now.

So here’s a simple check:

Does your current website speak directly to your ICP today, or does it speak to an older version of your company?

Look at your pages and ask if they support how you sell now, or if they’re there because they made sense a long time ago.

What this adds up to

When you treat your website like infrastructure, build the key areas (jobs, content, sales), and align everything around your ICP, you end up with a completely different kind of website than you had in the startup stage.

It becomes something that supports growth instead of constantly holding it back.

And it also doesn’t mean you personally have to do everything yourself. This kind of rebuild takes time, and you probably have a lot of other things going on.

That’s also why I offer done-for-you websites with strategy, premium design, and the full build. We go deep on where you are right now, what your teams actually need from the website, and how to structure and design it so it works like infrastructure, not just a redesign.

If you want, you can book a free discovery call with me and we can take it from there.

And if you enjoyed the format, let me know. If there’s feedback I can improve on, tell me that too. And I’ll see you in the next one.

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