Standing out from the competition in the crowded SaaS market is crucial to success. But how can you grab the attention of potential customers and convince them to choose your product over others? The answer lies in your copywriting.
Effective SaaS copywriting can make a significant difference in attracting and retaining customers, highlighting the value of your product, and driving conversions.
In this article, we’ll explore the art and science of SaaS copywriting, providing insights, tips, and best practices to help you craft persuasive and compelling copy that sets you apart from the competition.
What does SaaS stand for?
SaaS stands for “Software as a Service.” It refers to a software delivery model in which a provider hosts software applications and makes them available to customers online.
Customers can access and use the software through a web browser without installing or managing it on their computers. SaaS is a popular delivery model for business software, as it allows companies to avoid the costs and complexities of managing their IT infrastructure.
What is SaaS Content Writing?
SaaS content writing refers to creating content for software-as-a-service (SaaS) companies. It produces various written materials, including website copy, landing pages, email campaigns, social media posts, blog articles, and more.
SaaS content writing aims to inform, educate, and engage potential customers while highlighting the unique value of a company’s software product. Effective SaaS content writing is critical for building brand awareness, driving website traffic, and converting visitors into paying customers.
It requires a deep understanding of the SaaS industry and the ability to write concisely and persuasively.
What does a SaaS Copywriter do?
Like any other product, SaaS providers need a tight copy to promote and sell their offerings. A SaaS copywriter is responsible for writing accurate, persuading text highlighting the features and advantages of a company’s software products.
Writing copy for SaaS companies seeks to turn leads into paying customers. To accomplish this, SaaS copywriters must comprehend the requirements of their target audience and create messages that address those needs.
Additionally, they need to be able to articulate the distinct value that their company’s goods offer. Sometimes, SaaS writers also outline how the product functions in support manuals.
SaaS copywriting is a specific type that requires a thorough knowledge of the SaaS sector and the art of persuasion. They appeal to their feelings and capitalize on their desires to compel their target audience to act.
Responsibilities of SaaS Copywriters
SaaS product descriptions
The software is the product, and SaaS providers must write compelling copy to market and sell it. The characteristics and advantages of a company’s software offerings will be highlighted in the engaging product descriptions that a SaaS copywriter will create. To further demonstrate the worth of the product, they may include photos, client endorsements, or infographics.
SaaS landing pages
The website of a SaaS business is one of its most crucial marketing tools. It’s where prospective customers, who typically arrive from an internet search or paid advertising, go to learn more about a business and their offering. A SaaS copywriter will create compelling, keyword-rich landing page text that persuades visitors to take a crucial action, like signing up for a free trial or asking for a demo.
SaaS emails
A vital component of any SaaS company’s marketing strategy is email. A SaaS copywriter will produce persuasive landing pages that promote sales by succinctly articulating the advantages of a business’s goods. In addition to drip campaigns, welcome emails, and other email content kinds, a skilled tech copywriter can also create these.
Why is SaaS Copywriting Important for Companies?
You would assume that SaaS copywriting is straightforward, given all the other breakthroughs and exciting developments in the tech sector. But there is so much more than what the eye can see. Choosing what to include and cut is difficult, particularly when you only have a 500-word real estate section for a compelling copy on a website or in an email marketing campaign.
Creating an effective content marketing strategy for SaaS copywriting involves identifying and articulating words that address your customers’ potential concerns and questions. To accomplish this, you need to develop your observational skills, conduct factual research, and gain a deep understanding of your audience and their customer journey. While challenging, mastering these skills is essential for crafting persuasive and engaging SaaS copy that resonates with your target audience.
How to Create Effective SaaS Copy
There’s no denying that adequately optimized copy boosts engagement, draws in more leads, and leads to higher conversion rates and increased revenue. The stages outlined in this SaaS-writing formula should be followed. You’ll gain the upper hand with shrewd explanations and wording in your copywriting.
Effective tech copywriters are already aware of the problems that product-oriented writers frequently run into and where they battle the most:
- How can I stop my website’s landing page copy from sounding like a robot penned it?
- How can I reduce the revisions necessary before my copy feels even slightly adequate?
- Why doesn’t my content work well at getting users to take action?
You’ve probably skimmed many of them in search of a practical, helpful guide to assist you in writing persuasive SaaS copy, but you’ve come up empty-handed. So you were fortunate to arrive here and strike it rich. Even though many excellent content-writing guides are available on various subjects, the advice below will help you increase the number of readers who become customers.
Understand the Product and its Industry
It might seem like a no-brainer to start with a solid grasp of the market and the product, but that isn’t the case. One cannot master the tech and SaaS industries in hours or even days. Learn everything there is to know about your software’s ins and outs and the SaaS business if you want to start writing compelling SaaS copy.
Writing compelling copy will be much simpler once you fully grasp what and where your solution is positioned. As a base, start with a one-sentence unique selling proposal (USP). — it should outline the functions of your app and how they benefit your users. Once your USP has been developed, compare it to the following criteria:
- Does it describe the functions of the app?
- Does it explain how it benefits your readers?
- Does the issue being solved even concern your readers?
Benefits over Features
Remember to consider the benefits of your SaaS solution as you prepare to write your SaaS copy. Then, when describing your features, act like they are advantages rather than merely “nice-to-know” benefits. SaaS providers hardly ever make any claims that are helpful to customers. Instead, they frequently substitute phrases like “it’s secure and 5x faster” or “mobile-friendly and free to use” in their advertising. Even if it’s free and 5x quicker, users aren’t taking action, which shows that the SaaS copy isn’t even close to adequate!
Describing the advantages alongside each feature will make your writing more alluring. To accomplish this, reverse-engineer how you would usually write about customer issues. To distinguish features from advantages, ask yourself these questions, then combine the answers to emphasize the most critical factors.
- What is the primary issue that your SaaS product addresses?
- What purpose did the SaaS service initially serve?
- What makes your software so distinctive and gives it the necessary competitive advantage?
Identify Your Target Audience
The internet is used by almost 60% of the 7.8 billion people on the planet. About 90% of the 4 billion internet users reach the internet through mobile devices. Why is this important? It’s known as customer study. These figures demonstrate how effective and significant this stage is in SaaS copywriting.
- What issue necessitated the purchase of the product?
- When creating the SaaS program, who was the developer’s target market?
- Has the target market evolved throughout the product’s existence?
- Are there any product development initiatives that could impact your target market?
- Where are you going to direct your traffic?
These are just a few instances; there are many more to consider. You can never go in-depth with customer research because it is all timeless. You might question why copywriters should care about the source of visitors.
That’s easy: people who arrive at your website via social media will have a different mentality than those who do so via a search engine. The same rule holds whether those users arrived via an organic click-through, paid CPC, or retargeting link (search engines and social channels).
Avoid Too Much Technical Shop Talk
It should come as no surprise that using terms from your industry can give you a sense of authority and knowledge. However, going overboard risks confusing or alarming your prospective customers. Therefore, making a purchase or conversion as simple as feasible is the main objective of a web page or sales funnel.
If your copywriting requires a dictionary for the average intended reader to comprehend it, you won’t get very far. With that said, keep the technical jargon up if programmers or digital marketers are your goal audience (note the reference to the “intended” audience).
Avoid Fluff Writing
Are you still blogging about SaaS? Software-as-a-Service is a particular service paradigm that is hosted centrally, etc. We all understand what SaaS is, but here’s the thing: many SaaS authors forget that it isn’t a brand-new concept anymore.
You are wasting valuable time and space (as well as time) on your sales funnel or landing page if you have composed a paragraph explaining how subscription models operate. Instead, concentrate on your app’s product differentiators and USP, which count.
Don’t Neglect Logos
Like any marketing campaign, your copywriting must contain all three components of successful marketing content: ethos, pathos, and logos. Writing a nebulous piece of text won’t do the trick.
Whenever and wherever feasible, use factual data and complex numbers. This is one of the best advice for creating a SaaS copy. Including percentages or figures in your headline, such as “The 10 Best Tips,” dramatically increase its impact and excitement. Of course, users will naturally want to know more, which could increase your CTR (click-through rate). Listed below are a few data categories you can use:
- Data and case studies from product and market research
- Realistic and Measurable Statistics
- Explanation of Results
- Measures of performance
Use Persuasive CTA’s
We’re all about subdued tactics. Calls to action are expressions or words that urge your audience to take a particular action. The “thinking process” is removed from the situation. Your CTA clearly outlines your user’s next move and guides them down the pre-planned path.
Difference between SaaS Copywriting and Other Forms of Copywriting
SaaS copywriting differs from other forms of copywriting in several ways.
- SaaS copywriting is highly specialized and requires a deep understanding of the SaaS industry, including SaaS customers’ unique challenges and pain points.
- SaaS copywriting often involves a longer customer journey, as potential customers may need to be nurtured over time before they are ready to purchase.
- SaaS copywriting typically focuses on communicating a software product’s value and benefits rather than simply promoting its features.
- SaaS copywriting often involves a more data-driven approach, as SaaS companies may rely on metrics and analytics to track the performance of their marketing campaigns and make data-driven decisions.
Why is Writing Copy for SaaS so Challenging for Authors?
For many tech writers, successfully summarizing a SaaS product’s purpose in as few words as possible frequently resemble the Mission Impossible synopsis. If you find writing SaaS copy excruciatingly challenging, you’re not alone. Things become more challenging when attempting to market or sell SaaS goods.
You might assume that SaaS copywriting is easy, given all the technological advancements and exciting things happening in the tech sector. But there is a lot more going on than first appears. Choosing what to include and cut is difficult, particularly when you only have a 500-word space on a web page or an EDM marketing campaign for an outstanding copy.
In conclusion, mastering the art of SaaS copywriting requires a combination of specialized knowledge, strategic thinking, and persuasive writing skills. By understanding the unique needs and pain points of SaaS customers, developing a deep understanding of your audience and their journey, and crafting compelling and data-driven copy, you can create content that resonates with your target audience and drives sales.
Following the tips and techniques outlined in this guide, you can take your SaaS copywriting to the next level and achieve your marketing goals.
