SaaS Copywriting Essentials + 5 Tips to Boost Conversion Rates Today

November 2, 2022

Sales&Marketing

MIN

SaaS copywriting can be a powerful tool to reinforce your brand voice. However, poor copies can result in poor messaging and product positioning—which potentially can drive away your potential customers and other opportunities.

Therefore, crafting your copy with actual data and actionable strategy is essential. This article will cover the best practices to write better SaaS copies to convert your ideal customers and give additional tips with successful examples.

What Is SaaS Copywriting?

SaaS copywriting contains multiple layers, including helping software companies sell their products to other companies, improving brand messaging to anticipate and meet customer pain points, and driving more leads to sign up for free trials or demos on websites, landing pages or ads.

A B2B SaaS copywriter writes emotional-driven and persuasive copies that will convert potential customers and engage current customers efficiently. These copies usually clearly highlight a product's features and emphasize benefits to capture the ideal customer profile.

Similar to other branches of SaaS marketing, B2B SaaS copywriting must also understand the mechanism behind the customer journey and implement a customer-centric strategy.

How Is Writing Copy for SaaS Different?

The demand for SaaS copywriting increases steadfastly.

But what sets SaaS copywriting apart from regular copywriting?

The primary difference is perspective. While a regular copywriter gives great descriptions of a product's features, SaaS copywriters focus on detailing the benefits of the said product. This is because companies purchasing a SaaS service specifically look for quick and effective solutions; therefore, SaaS copies should target customers with compelling texts, clearly showcasing the results the customer demands.

6 Steps for Successful Copywriting in SaaS

The SaaS industry has been thriving for the past few years and will continue to grow as the industries respond to the change in customer needs. In fact, the SaaS industry is expected to reach $307 billion by 2026 in revenue. It is impossible to imagine this growth without marketing—without copywriting.

In this fast-growing industry, you must write optimized copy that will outsell your competitors and attract new customers. Here are 6 steps for writing smart copies that will boost your conversion rate:

1- Understand Your Audience

2- Perfect Your Unique Value Proposition

3- Include Data

4- Avoid Jargon

5- Create Easy-to-Scan Content

6- Rinse and Repeat

1- Understand Your Audience

When you start writing B2B SaaS copywriting, there's more to the process than identifying your target audience. You must understand them enough to convert them into buying loyal customers. Look at your customer reviews, see if there's any social media discussion about your product, and ask for their feedback.

The buyer persona will help you write engaging and relevant copy for your target audience. Your copy should convey the customer favorites, such as features, quick turnaround time, clear start guides, etc.

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Identify what your target users need, group them, and appeal to them with your copy and informative content.

2- Perfect Your Unique Value Proposition

If you combine what you do well with what the customers want, you are one step closer to perfecting your unique value proposition. The unique value proposition is a clear statement of the benefits of your offer, how your solution helps the customers and what distinguishes you from other competitors.

For a B2B SaaS company, a unique value proposition can look like this in a single sentence:

"[Tool Name] helps you onboard customers by creating simple guides and tooltips."

Make sure your unique value proposition answers what your tool does and how it benefits the customers.

Check out this example from Canva:

Canva explains what the tool does (create amazing visual content) and how the customer can benefit from using this tool (engage your audience and build your brand) and which audience segment it appeals to (including people with no design experience).

Notion's value proposition is very similar (and simple):

It is "more than a doc," and equips every team with a "customizable workflow."

3- Include Data

Nothing convinces better than quantifiable facts.

Therefore, when you are claiming as a B2B SaaS product owner (such as increasing conversions, boosting signups to your newsletter, etc.), you need to provide data—research, reports, statistics, etc.

The numbers you provide will build trust in your brand because your numbers will be consistent with your claim. And trust is the key to nurturing leads.

To get an idea of how the numbers can be persuasive, check out how Shopify showcases its success story and back up its claims with data:

If Shopify claimed it helped many people sell more without factually providing data for it, it would not be credible.

Choosing clear wording (175 countries and 496 billion USD) reinforces the idea that Shopify helps businesses sell online more across different countries effectively.

4- Avoid Jargon

You must be wearing your consumer hat while you are writing a copy. While some jargon indicates authority and expertise, excessive use may detach potential clients from your product or service.

Whether it is email copywriting or other client projects, the rule of thumb is to provide informative content with minimum time and effort spent to understand. Otherwise, the customers will move on to the next company for a solution

Instead, focus on your audience's background and simplify unnecessary complex sentences to appeal to a larger audience ranging from beginners to experts on the subject.

However, it is important to remember that if your B2B SaaS service is targeted at a technical group like academics or engineers, keep the technical jargon in your copy. For broader audiences, simple language establishes a connection easier.

5- Create Easy-to-Scan Content

Nobody has time to read everything these days. This is especially true for marketing campaigns, which makes successful copywriting a great hustle. Your copy needs to stand out among the rest, and be designed in such a way that captures your audience immediately.

A study by Nielsen Norman Group from 2008 is still relevant today: Only 20% of visitors bother to read words. Most only scan the page. Another study by the same company from 2006 reveals that people read online content in an F-shaped pattern .

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What are the implications of such behavior for your copy?

Most people, especially potential customers, will not read your copy word-for-word. That is why it is important to place the most important information in the first two paragraphs—the top of the page—with descriptive language that evokes emotion and action.

It would be best if you also used clear signals like headings and subheadings to separate texts, and format for clarity by using bullet points for listing, bolding important words, short sentences, and paragraphs.

6- Rinse and Repeat

The final stage is analyzing, tweaking, and repeating your actions while writing a copy. You need to create a type of content that will attract potential customers at different stages of awareness.

Prioritizing customer satisfaction, answering their questions, and addressing their concerns in your copy will improve your conversion and retention rates.

And 5 Copywriting Tips for SaaS

1- Establish Genuine Connections

Your copy must draw your readers into your B2B software. However, you don't have to sacrifice a personal piece of content for conversions. In fact, most customers prefer personal and sincere language that feels authentic than neutral and off-putting communication.

Check out this example from Marketing Examples :

Seeing the face behind the keyboard and addressing to the audience in a sincere tone (using "I" and "you" for a touch of personality) in email newsletters builds trust in your company.

2- Perfect Your Hero Section

The hero section of your B2B SaaS copy should introduce the problem your visitors encounter (and seek solutions for) and then explain how your product solves it better than others.

Mailchimp's hero section combines the benefit the customers want and the problem their service solves. This combination makes up most of the convincing argument.

However, Mailchimp does not stop there. They also provide the results of using their SaaS product. Nothing vague, only tangible and actionable results: They have seen 4 times more orders with their Customer Journey Builder.

3- Less Is More

If you can use fewer words, it is better to use fewer words.

Marketing teams may sometimes miss the mark of simplicity. However, it is critical to tell more with less. 50 milliseconds is all you have to create a great first impression. In other words, if your copy does not get to the point as quickly as possible, you have a hit-or-miss situation.

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This example from Marketing Examples shows that your copy can convey its benefits and solutions without full sentences and fill up the most important part of the page with unnecessary text. This approach reduces the time prospective customers take to interact with your website and grabs attention easily.

4- Include Social Proof

This Frase example shows how valuable customer testimonials are in showcasing the voice of customers. You can only explain the benefits of your product to a certain extent. Potential customers need additional proof from people like themselves—other customers like B2B SaaS companies, sales teams, and so on.

However, there's a caveat: If customer testimonials are vague, they won't work.

Your copy must match the testimonials and should provide a specific benefit from a specific feature for a specific problem that the customers need. Otherwise, your service may come across as too complex for them.

Once again, it is important to wear your consumer hat and respond to customer feedback. Rather than highlighting features that you think are the best, focus on including testimonials that have proven helpful for other SaaS businesses and clients.

It is also helpful to include the name, title, and face of the client so that other customers can identify whether they fit the target audience.

Frase's example is also great because it illustrates how you can niche down your SaaS copy. They are the "#1 rated AI software on Capterra," which both establishes authority and increases their chances of being found by a specific segment of the audience.

Consider narrowing your scope until you can position yourself as an expert in your niche.

5- Step Up Your Subject Lines

Email marketing constitutes a great portion of SaaS copywriting. And email subject lines are your first touchpoint with prospective customers. That is why it is essential to write a compelling subject line that will make the readers click, read, and convert.

Your email sequences can be a valuable resource for your subscribers without being too salesy. The example above is really good because it does not directly promote a product or service but still answers the customer's pain point: Writing better copies and improving their business.

Joanna Wiebe of Copyhackers calls this strategy "The Open Loop," where the recipient gets the value they seek in the email's body. This example gives a "fraction" of the story that will urge the reader to click and read more.

It is useful because the user gets value from the email sequence and the copywriter promotes their service without mentioning their business at all.

It is a unique way to position a brand while many examples painfully insert themselves to close the deal.

Final Words

SaaS copywriting requires research, analysis and strategies to gain new customers and improve existing customer satisfaction. The first step is understanding what your customers need and what benefits your product (and its features) can produce for them.

It is important to maintain a customer-focused approach while writing your copy because if it does not appeal to them, they will not bother using your service. And your conversions will significantly decrease.

Be inclusive:

Avoid using heavy jargon.
Simplify your texts so the readers can easily scan and locate what they are looking for.
Personalize your content to connect with your audience.
Repeat the process until you are satisfied with the result.

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