SaaS Copywriting Done Right: Why You Need Content That Speaks to Your Customers

Cloud computing is a red-hot tech topic right now, with over 30,000 SaaS companies in the world already, and hundreds more are popping up every single day.  It’s fair to say, then, that battling for customer attention is much more challenging than most founders initially thought it would be.

But there’s a little something you could leverage to stand out: effective copy. 

SaaS can be a tricky area to write about. It’s often jargon-heavy and can be complex at times. As such, most SaaS copywriters try to generate conversions by making the process as smooth as possible with the PAS (Problem-Agitate-Solve) framework, which helps readers make a decision fast—more on that later.

In this article, we’ll delve into exactly what to look for in SaaS copywriting, how to write effective SaaS copy, and how to look for someone that can help.

TL;DR

• SaaS copy often needs to explain complex, technical concepts to a diverse audience and make an intangible product compelling.
• To be effective, you need to keep it simple, inject some creativity, address the reader’s unique pain points, and showcase your benefits over features.
• When hiring a SaaS copywriter, always check that they have sufficient industry and SEO experience.
• Effective SaaS copy yields many benefits, including a solid brand identity, more trust and credibility, a sense of excitement around your product, and, as a result, more conversions.

What should SaaS copy look like?

SaaS copywriting is all about crafting compelling and persuasive copy for SaaS products. This could be anything from landing pages and websites to emails and social media posts, and it’s a crucial part of your wider marketing strategy. 

As with all marketing copy, here’s what to keep in mind:

1. Understand the target audience: Comprehensive research into your target audience’s needs, wants, and challenges is paramount because it helps you to shape your copy to them personally and address their unique pain points.
2. Establish a Unique Selling Proposition (USP): Your USP is what sets you apart from competitors and makes a lasting impression, so don’t miss a chance to tell customers why they should choose you over others!
3. Employ persuasive language and strong calls-to-action (CTAs): Imagine you want to encourage users to sign up for a trial or subscription—persuasion is the soft technique woven into your language. CTAs are the punchy instructions at the end to hit the message home.
4. Incorporate social proof: Many want to try before they buy, but for some, seeing that other people have tried is enough. Include testimonials, reviews, and awards to establish trust, boost credibility, and increase conversions.
5. Optimize for search engines: Strategic use of relevant keywords throughout the copy can boost your website’s search engine optimization, driving more traffic to your site.

Copywriting challenges unique to SaaS

Copywriting sounds simple enough, right? But there’s a catch: SaaS copy must do all of the above (and more). Fear not––here are some common problems SaaS companies face and how to handle them…

Problem: For starters, your readers may not even have been looking for a solution to their problem, let alone a product like yours that solves it.

Solution: Focus on the benefits of your product, rather than overwhelming readers with the technical intricacies of each feature. Explain how you are ultimately saving the reader time and/or money. 

Example: 

“Our platform uses advanced AI technology to automate email marketing campaigns.” ➡️ “We streamline your email marketing to keep your customers engaged and give you time back in your day so you can focus on what you do best.”

Problem: SaaS products often solve particularly complex, high-context problems, which can make the copy convoluted and challenging to understand for the average reader.

Solution: The key here is to educate! Break down the technical jargon, use easy-to-understand language, and show real-life examples to illustrate your points.

Example:
“Our chatbot is available 24/7.” ➡️ “Say goodbye to waiting on hold forever! With our chatbot, you can get help right away, no matter what time it is. It’s like having a helpful friend in your pocket (but without the pocket lint).”

Problem: Last but certainly not least, SaaS copywriting is made extra difficult by the inherent intangibility of software services. Unlike physical products, potential customers can’t touch, feel, or see the software before purchasing.

Solution: Use vivid, descriptive language and compelling visuals (like screenshots or demo videos) to bring your product to life. Tell a story that allows your prospects to envision using and benefiting from your software.

Example:
“Our project management software keeps your tasks organized.” ➡️ “Imagine starting your workday with a clear desk and a clear mind. That’s what our project management software offers you: a streamlined, clutter-free virtual workspace where all your tasks are neatly organized and just a click away.”

4 questions you should always ask a SaaS copywriter before hiring them

Since SaaS copy is unlike copywriting for other industries, you need to ensure that you’re working with the right kind of writer. Here are some sample questions you could ask to find out if someone will be a good fit:

1. Have you written for SaaS (or tech) companies before?

This one’s a no-brainer. SaaS is technical. It can get complicated and sometimes even a bit boring…fast. For this reason, you need to work with someone who knows the industry.

An experienced SaaS copywriter or a subject matter expert doesn’t just talk tech—they know how to make it real for your readers. They can take your product’s features and show how they’d work in real life, helping potential customers see just how your product could make their day-to-day better. This knack for connecting tech to the real world is what makes a great SaaS writer stand out.

2. Are you familiar with the PAS framework?

The PAS (Problem, Agitate, Solution) framework is a tried and true method in copywriting, and it’s beneficial for SaaS businesses. It’s about understanding the customer’s pain points, emphasizing the urgency or extent of the problem, and then presenting your product as the solution. 

A good SaaS copywriter will know how to leverage this framework for your business; they’ll not only be able to identify your customers’ fundamental problems, but they’ll intensify the emotional response to these issues, and then position your SaaS product as the ultimate solution.

3. How do you generally work with other clients? 

This question will give you a good idea of whether the copywriter will require a lot of hand-holding and direction, or if they are able to work independently and take ownership of the project. It’s important to find a copywriter who is not only skilled at writing persuasive copy but also able to work effectively within your team’s workflow.

You may also want to ask about the copywriter’s experience with SEO and keyword research. Why? Because sure, compelling copy is crucial to resonate with your audience, but if that audience can’t find it on SERP, then you might be wasting precious time and resources.

4. What do your rates and availability look like? 

Cost shouldn’t be the only factor you consider when hiring a copywriter, but it’s vital to ensure that their rates are within your budget and that they can work within your timeline.

How does good copy boost your SaaS business?

You’ve already got a great product, so it’s only fair that you get great copy to go with it. With effective communications and marketing, a few benefits move closer within reach…

• More conversions: Thanks to persuasive language and clear calls to action, your copy can inspire potential customers to take action and sign up for your product. For instance, if your SaaS follows the PLG model, you might want your copy to prompt readers to try out your product’s live demo.
• Trust and credibility: In today’s digital age, customers are wary of scams and spam. Effective SaaS copy communicates your product’s value and builds trust with your audience by being honest and straightforward.
• Buzz around your brand: Tell your story that resonates with your audience, and you’ll create a sense of urgency and excitement around your brand or product, inspiring your customers to take action.
• Unique voice: Consistent copy across all your marketing channels can help establish your brand’s style and tone, ultimately strengthening your brand identity.
• Search engine visibility: With the right keywords and phrases, SaaS copy can improve your SEO and boost website traffic.
• Strong competitive advantage: When you have content that speaks directly to your audience, and highlights what makes your product unique, you can set yourself apart from the rest.
• Authority: By creating content that is informative, insightful, and valuable to your audience, you can position yourself as an expert in your field—and with thought leader status comes yet more credibility and trust.

The bottom line

Owing to its complexity, SaaS copywriting can be challenging yet extremely rewarding. Getting your SaaS copy right might just be the key to standing out from the crowd and unlocking business growth. If that sounds daunting, Wizeo‘s subject matter experts are here to help create the content your brand deserves. Launch a pilot project today, and we’ll get you on your way to making content your competitive advantage!

FAQs