What 100 SaaS homepages lead with in the AI era.

39 of the 100 main headlines mention AI, agents or agentic. Across the whole page, including navigation, 99 of the 100 homepages mention AI or agents somewhere, with Paddle the only exception. Most of these companies do ship AI features, so the word is earned. The harder question is what it tells a visitor who is comparing three of them.

The clearest examples use AI to describe a product the reader already understands. Descript leads with “AI video editor” and Fathom with “AI notetaking”, so a visitor knows the category before reading another word. Headlines where AI is the whole message, such as “Agentic Infrastructure” or “Contracts + AI”, leave that work to the line underneath.

• descript.comAI VIDEO EDITOR
• fathom.videoAI notetaking that is out of this world
• datadoghq.comAI-Powered Observability and Security
• intercom.comA complete system for human and AI customer service

The most common message in the sample is that people and AI agents now work side by side. Eleven headlines make that promise in nearly the same words, across team chat, project management, whiteboards, customer service, HR software and password management.

Each headline is reasonable on its own. Read together, they show the cost of borrowing the market’s language: cover the logos and it is hard to tell which line belongs to a chat app, a project tool or a password manager. A visitor comparing two of these products learns that both have agents, and nothing about why one would suit them better. All eleven are marked in the table below.

• slack.comAll your people and AI agents working together
• monday.comPeople and agents working as one team
• notion.comWhere teams and agents ship together.
• atlassian.comUnleash your teams and their agents
• asana.comThe OS for human-agent teams
• lattice.comPeople + AI: Succeeding Together

Only six headlines name a team, role or type of business: developers, marketing, product teams, revenue teams or global businesses. Many more mention “teams”, but almost all business software is used by teams, so the word narrows nothing for the reader.

Two headlines name AI agents as the audience instead of a person: Mintlify’s “The documentation platform for agents” and Postman’s “engineering for your agents”. For developer tools the choice may well be deliberate, and it shows how far the agent framing has spread.

• resend.comEmail for developers
• jasper.aiPut AI agents to work for marketing
• amplitude.comA new era for product teams
• airwallex.comThe intelligent financial platform for global businesses

Only one headline in the sample uses a number as evidence, Cloudflare’s “Everything we learned from powering 20% of the Internet”. One other contains digits, Klaviyo’s “24/7 support”, without using them as proof.

Lower down, many of the same pages are full of numbers. Intercom reports a 76% average resolution rate across 12,000+ customers, Close shows a 75% conversion increase from a customer story and GitLab lists an 82% decrease in cycle time. Figures like these, quoted here as each company states them, set a product apart far more than most of the headlines above them, yet a visitor has to scroll to find them.

• cloudflare.comEverything we learned from powering 20% of the Internet—yours by default

Seven headlines talk about a new era or the future, or welcome the reader to one, including “Welcome to automation in the agentic era” and “Welcome to the secure agentic future”. Lines like these describe what is happening to the market rather than what the product does, and they lose their force once every competitor has made the same announcement.

• zapier.comWelcome to automation in the agentic era
• okta.comWelcome to the secure agentic future
• twilio.comThe platform for conversations in the AI era
• attio.comWelcome to agentic revenue.

On the first screen, including the top navigation, 79 homepages offered a demo or a sales conversation and 62 offered a free plan or trial, with 49 offering both. The most common button labels were “Contact sales” on 27 homepages and “Get started” on 26.

“Get started” is popular because it fits any product, which is also why it says so little about what happens next. Some of the clearest labels in the sample describe the first step instead, such as Tally’s “Create a free form”, Mercury’s “Open account” and Supabase’s “Start your project”.

On 3 October 2026 we loaded the homepages of the same 100 well-known SaaS companies used in our phrase library, in a headless Chromium browser at 1366 by 900 pixels with US English settings. For each page we recorded the main heading, the buttons and links visible on the first screen and the full visible text. The main heading is the page’s H1, or its largest heading where the H1 was missing or only held the logo.

Headlines were tagged by hand against simple rules. A headline mentions AI if it contains AI, agent, agentic or generative, names an audience if it names a team, role or type of business other than “teams” in general, and uses a number as proof if a figure supports its claim. Ramp was replaced with Airwallex because Ramp served our browser a separate page written for AI agents. Button counts include the top navigation, and one page can offer several kinds of button.

The sample leans towards large, well-known brands, which have bigger marketing teams and more reason to follow the market’s language than most companies. Every headline and tag is in the table above and in the CSV, so you can check each call we made.