You’ll learn to:

• Build a homepage when you have a complex SaaS.
• Adapt to different mental models buyers have.
• Make product discovery frictionless.

What Vanta does great

Vanta solved the complex SaaS challenge.

The company offers a wide range of capabilities and serves multiple ICPs. This usually creates the challenge of deciding which aspects and product benefits to showcase on the homepage.

Other SaaS teams in the same situation might choose to build their homepage messaging around broad benefits or one-size-fits-all value proposition.

Vanta’s homepage though, doesn’t try to force everyone through the same story. Instead, it acts as a navigation hub, letting every visitor identify the product discovery path that matches how they think about their compliance needs:

Capability-first thinkers

• I need automated audits.
• The homepage lets them jump straight to and explore capabilities.

Framework-first thinkers

• I need SOC 2 compliance.
• They instantly see the supported frameworks, each one being a clickable entry point.

Company-stage thinkers

• We’re a startup.
• The homepage section helps them self-identify and get guided to what’s relevant for their stage or size.

Role-based thinkers

• I’m a compliance service provider.
• There are dedicated entry points for partners and service providers to see how Vanta fits their needs.

The genius

Instead of forcing everyone through the “Here’s what we do,” “Here’s why it matters,” and “Here’s who it’s for” narrative, Vanta lets visitors jump to whatever resonates with their current situation.

Everything is immediately clickable and discoverable without overwhelming anyone. Every homepage block acts as a doorway. No wasted real estate, no dead ends. Whether visitors think “I need SOC 2 compliance,” or “I need to automate risk management,” they can follow their natural thought process and easily find their lane.

The result

No matter how someone lands on Vanta’s homepage or what’s top-of-mind for them, they can immediately find a relevant path forward without having to decide whether Vanta fits their specific needs. This approach reduces friction in the sales process because prospects self-qualify and arrive at demos already understanding how Vanta fits their specific needs.

This is how SaaS companies can handle complexity invisibly. Vanta’s product is massive, but the homepage breaks it into chunks that feel accessible.

When to apply this approach

• When your SaaS has multiple capabilities, ICPs, industries, or a combination of them.
• When buyers think about a product like yours in different ways. For example, some focus on capabilities, while others focus on what they can do based on their role.
• When a “classic” linear homepage (problem → solution → capabilities) feels forced because users want to self-direct and skip to what matters most.
• When you serve both end-users and partners / resellers.

Key takeaways

• Don’t force a single homepage narrative. Complex SaaS often need to let buyers choose their own adventure.
• Think in mental shortcuts. Map out how real users categorize their problem and use this information to structure your homepage.
• Make every homepage section a portal, not a wall of text.
• Cover key “ways in” by capability, by outcome, by segment or audience, by use case, by framework, by industry, etc.
• Use your homepage as a product discovery hub that allows visitors to learn about your SaaS.