Designing SaaS Empty States That Drive Action
Every blank screen is a chance to activate a user or lose them. Empty states are one of the most overlooked UX opportunities in SaaS products.
This guide covers four empty state types with copy formulas, CTA patterns, and design principles you can apply immediately.
Four Empty State Types
First-use empty state
The user has never created content in this section. This is your best opportunity to guide them toward their first action.
Copy formula: "[Action verb] your first [object] to [benefit]"
Example: "Create your first project to start tracking progress"
CTA: Primary action button (Create, Import, Connect)
No-results empty state
A search or filter returned zero results. Help the user adjust their query or try a different approach.
Copy formula: "No [objects] match [query]. Try [adjustment]."
Example: "No contacts match this filter. Try broadening your search or removing a filter."
CTA: Clear filters button + suggestion to broaden search
Error empty state
Something went wrong and data cannot load. Be honest about the error and give the user a recovery path.
Copy formula: "We could not load [section]. [What to try]."
Example: "We could not load your reports. Check your connection and try again."
CTA: Retry button + link to status page or support
Completed empty state
The user cleared their inbox, resolved all tasks, or reached zero items. Celebrate the achievement.
Copy formula: "All [objects] [resolved/completed]. [Next suggestion]."
Example: "All tasks complete. Take a break or review your project roadmap."
CTA: Optional next step or celebration message
FAQ
Should empty states have illustrations?
A simple, relevant illustration can make empty states feel intentional rather than broken. Keep illustrations small and lightweight. Avoid generic clip art that does not relate to the action.
How verbose should empty state copy be?
Keep it to one headline and one supporting sentence. The headline states what is empty. The sentence tells the user what to do about it. Brevity respects the user's time.
Should every empty state have a CTA?
First-use and error states should always have a CTA. No-results states should offer filter adjustments. Completed states can skip the CTA if the natural next step is obvious.
Key Takeaways
- Empty states are activation moments, not dead ends. Use them to guide the next action.
- Match the empty state type (first-use, no-results, error, completed) to the right copy formula.
- Keep copy to one headline and one sentence. Add a clear CTA for all except completed states.
- Lightweight illustrations make empty states feel intentional, not broken.
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