The security page marketing never reads
HR software stores salaries, bank details and medical leave records, so the IT reviewer reads your security page slowly. It's the only page on the site that gets read like a contract, and usually the only one marketing hasn't touched since launch.
Rippling's Security and Trust Center shows what IT expects to find, with audit reports, a sub-processor list and a recent penetration test listed in one place. A smaller company won't have every document, and the page should say plainly which ones exist and how to request them.
- The audits and certifications you hold, with dates.
- Where customer data is stored and who can access it.
- Single sign-on, role-based permissions and audit logs.
- A sub-processor list and a data processing agreement on request.
- A named contact for security questionnaires, so the request doesn't go to the general sales inbox.
When this page is good, sales stops answering the same security questions in every deal. That alone pays for the afternoon it takes to write.
How do you get more demo requests from an HR SaaS website?
Every visitor to an HR SaaS website costs something to earn. Semrush puts "hr software demo" at $189.01 a click in the US, so a form that loses people after the first field is the most expensive page on the site.
HR tech CRO starts with the form. Nielsen Norman Group's form usability guidance from 2016 still holds up, telling designers to cut any field they can collect later and keep optional fields to one or two. For a demo request that usually means a work email, a company size and a name, with everything else asked on the call.
Speed matters next. Google's Core Web Vitals call a page good when the main content loads within 2.5 seconds and the page responds to a tap within 200 milliseconds, and heavy demo pages with a stack of tracking scripts and an autoplay video often miss both.
Then tell people what happens after they submit. A calendar that opens on the thank you page, a note on how long the demo runs and who will be on it, and an honest line that you won't call every number on the form all lower the stakes of clicking.
The demo page is where paid traffic lands too, so it's worth reading our guide to Google Ads for HR software before you rebuild it.
The redesign that moved everything except the form
An onboarding software company spends two quarters on a new site. The new homepage has warmer colours, custom illustrations of diverse teams and a headline about the future of work, and the launch post on LinkedIn collects plenty of compliments from other marketers.
Demo requests stay flat. Someone finally opens the form and finds it untouched since the old site, still asking for phone number, job title, headcount, current HR system, budget, timeline and how the visitor heard about the company.
The demo form asked for everything short of the visitor's blood type. The redesign had changed what people saw on the way in and nothing about the moment they decided to stay or leave.
A tighter brief would have started at the form and the pricing page, then worked back to the homepage. Same budget, same timeline, and the compliments would have come from buyers.
Who builds it, and how fast
When you compare an HR tech web design agency with a freelancer or an in-house designer, ask who will write the pricing and security pages. Design is the visible part, and the copy on those two pages is where HR deals stall.
Leapyn builds sites through website development and tunes them afterwards through UX and conversion work. A rebuild is usually one project fee, fixed before the first wireframe, and our pricing page explains how it's set. New pages arrive every week, starting with the form.
The site is one part of the program. Our HR tech marketing guide covers the rest, and our marketing agency for HR tech companies page shows how we approach the market. If your logo and colours are part of the problem, our post on HR tech branding covers that side of HR tech website design.
Share the link to your demo page. We'll mark every spot where a buyer quits. Book a free strategy session and you'll leave with the three fixes we'd make first.
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