Your product has advanced capabilities. Your messaging is clear. But what are people actually looking at when they land on your site or scroll past your LinkedIn post?

A lot of B2B startups underestimate the role of product visuals. They either don’t show the product at all, or they use visuals that don’t support what they’re trying to say. And that’s a problem. If you can’t clearly show what your product does and how it fits into your customer’s world, you’re missing a big opportunity to build trust and clarity.

So what kind of visuals should you use? Real photos? Interface screenshots? Custom illustrations? The answer depends on what you’re trying to communicate and how developed your product is.

Here’s how to think about it.

1. Use screenshots to show what your product actually does

If you’re a SaaS company, showing your product interface is essential. People want to know what they’re signing up for, and screenshots are the fastest way to show functionality and usability.

But not all screenshots are helpful.

• Avoid showing your full dashboard with every feature squeezed in
• Focus on one task or workflow per image
• Clean up distracting UI elements and zoom in on what matters
• Use annotations or overlays to guide attention
• Present screenshots within consistent browser frames or device mockups

You’re not just proving the product exists. You’re helping people imagine how it fits into their daily workflow.

2. Use photography to show context or real-world impact

Photos are helpful when you want to connect your product to real people or environments. This is especially useful in sectors like healthcare, logistics or field services, where your product supports physical, real-world work.

But generic stock images won’t cut it.

Instead:

• Show real environments your audience can relate to
• Use photography to signal who your product is for
• Keep the style consistent across all imagery

If you can’t afford custom photography, you can still curate stock images that feel authentic and specific rather than generic.

3. Use illustrations to simplify and explain

Illustrations are perfect for explaining abstract or behind-the-scenes processes, like automation, AI or integrations. They’re also useful when your UI is still evolving and isn’t ready for prime time.

If your early-stage SaaS platform still looks a bit raw, using real screenshots can actually hurt you. Inconsistencies, placeholders or dated visuals can distract people from the value you’re offering.

Illustrations can help by:

• Cleaning up and simplifying your UI presentation
• Focusing attention on a single feature or benefit
• Highlighting how your product works without showing everything

Use illustrations to:

• Show how parts of your platform connect
• Visualise a user journey or workflow
• Represent things that can’t be captured in a photo or screenshot

Make sure your illustration style matches your brand. If your tone is professional and trustworthy, keep it simple and clean. If your brand is more playful or bold, you can get more creative — just stay consistent.

Final Thoughts

For SaaS startups, your visuals are doing more than filling space on a page. They shape how people understand and trust your product. The clearer and more intentional your visuals are, the easier it is for someone to say, “This is exactly what I need.”

At The Marketing Mix, we help startups bring their brand and product to life visually. Whether through UI mockups, custom illustrations or curated photography, we’ll help you choose the right format and create visuals that support your message.