B2B SaaS Copywriting Tips for Your Website

Do you feel like your prospective clients understand what you do?

Do you find that they keep coming to you with the same questions over and over?

…Is your service offering clear?

There’s a reason some companies have full-time copywriters! If your written collateral isn’t netting you the response you want, perhaps it’s time for some copy overhaul. We can’t walk you through freshening up your copy step-by-step, but we can get you part of the way there.

This article will offer copy tips and tricks alongside simple examples of good copy.

Copywriting for SaaS Websites: Our 8 Best Pointers

We could pile up copywriting tips so high you’d never see the top, but it wouldn’t necessarily be much help. If you’re writing for a SaaS site, there are some specific ideas you should keep in mind when you sit down to write content. 

1. It All Starts With the Headline

If your headline isn’t going to convert, it might not matter how great the copy inside is. 

SaaS copywriters should work to select high-converting headlines. They need to grab attention, sell what you have to offer, and help share a little information about your offering. 

• Use SEO keywords exactly as searchers would use them
• Make alluring offers (solutions, answers, etc.)
• Ask something
• Be clear and short
• Don’t forget to make use of subheadlines 

2. Look Into Psychographic Data

If you want to find out more about what psychographic data is, we can point you towards one of our blog posts that gets a little more in-depth. Some of the easiest places to source data like this is via:

• Surveys: Surveys allow you to directly ask your audience what influences them
• Social media: Social listening tools offer insight into audience motivations

3. Paint Pictures in People’s Minds

The imagination is a seriously powerful thing. Your readers’ imaginations can do more for your brand than your copy can. This is only true if you have strong copy to get an audience’s mental cogs turning, though. 

If you’re trying to convince someone to buy email automation software, spend some time laying out how laborious the concept of manual email can really be. Paint a picture of how your software simplifies that process. 

Picture it: you’ve run through every video streaming service you subscribe to and you still can’t find a single thing to watch…

4. Use Emotional Power Words

Software isn’t always the most exciting thing on its own– and especially not to consumers. Copywriters for SaaS sites can and should leverage emotional power words to help readers connect with service offerings.

Studies have long shown us that even simple words and phrases have the power to heavily influence our emotions; and, since our emotions heavily influence our thoughts and buying decisions, it’s easy to see how great copy should get emotional.

• Blissful
• Triumphant
• Faithful
• Fool-proof
• Burnout
• Failure
• Jaw-dropping
• Spellbinding
• Resent
• Vulgar
• Frenzy
• Longing

If you’re longing for a moment away from the frenzy of day-to-day life, we understand the burnout…

5. Try Out the F pattern

There’s something you can consider while you design a website (and the copy that goes on it) that will help your audience understand your content better. Studies show that our eyes tend to move the same way across web pages, no matter where we are on the web. 

• We look at webpages in an “F” shape
• The F begins with the top left of a page (which normally contains a logo)
• Then, a reader’s eyes move to the right towards navigation options
• Next, readers look down and to the right again– this is where they expect to see important text and calls to action
• Readers finish by looking down the rest of a page

As an SaaS company, it’s easy to leverage this: put crucial copy and CTAs on the second horizontal line of the giant “F” you imagine over your webpage. 

6. Talk Like Your Customer

No one really wants to hear you talk about your offerings. They know you want to sell them something. People would much rather hear about the benefits of something from someone who talks just like them. It’s one reason why things like reviews are such powerful marketing tools.

With that in mind, the best copy for your website will sound like copy your customers could have written. It’ll need to be a little cleaner, of course– and it’ll be driven by some specific motives, like increasing sales– but…

• You should use customer language in your copy (when it’s possible)
• You can interview your customers or look through reviews to determine how your customers speak

7. Keep It Clean and Clear

If you feel like you just read the word “clean” twice, you did. Clean copy is extremely important in any content strategy for SaaS websites. It’s totally great to shoot for funny or narrative copy– but if you can’t pull it off neatly, don’t worry about the extras.

The more customer language you use, the more leeway you have here. If you can’t use customer language very effectively, then it may actually make your copy much less clear. Try having someone else read your writing before it goes live. They can help you boost readability. 

8. Work Towards a Goal

Every word of copy on your site should serve a purpose. If you didn’t write something with a goal, it probably doesn’t need to be sitting on your SaaS website.

Some site pages come with clear-cut goals already attached to them. An “About Us” page, for example, exists to help readers learn more about a brand and its offerings. Solutions pages often serve to build trust with readers (especially as part of a larger SEO strategy). Product pages exist to offer product information and sell products. 

9. Consider Target Keywords & Search Intent

Another powerful SaaS copywriting tip you must practice religiously is considering target keywords and the search intent behind them.  

Target Keywords 

These are the words and phrases your target audience uses when searching for your brand or the solution you provide.

Your content must be created around these keywords. And to optimize your pages for greater discoverability, make sure to include your target keyword in your:

• Header tags: This includes your title tag, heading, and at least one subhead.
• Intro: Use your target keywords in the first paragraph, preferably within the first 150 words of a page/post.
• Conclusion: Mention your target keyword in the last paragraph of your copy. This helps validate the context of your content, particularly to search engines. 
• Body: Your target keyword must also be used in your body copy. Make sure to do so naturally and without stuffing your piece with the keyword, making it sound unnatural.
• URL: Including your keywords in your URL is a crucial aspect of a winning technical SEO strategy.
• Meta descriptions: Meta descriptions are a snippet that describes what a page is about. Including your keywords in your meta descriptions is important to your SEO.
• Image names and ALT tags: Adding your keywords to your image file names and ALT text helps search engines know what your content is about. Also, images get indexed, making image search another way people can find your content.

A good SaaS copywriter knows the value of target keywords and the power of using them strategically in their copy.  

Search Intent

Keyword research alone won’t help you get to the top of the SERPs. Particularly if you’re in a competitive niche, you’ll need a little extra sauce.

And that sauce is search intent.

Search intent refers to the reason behind a search query. There are 4 main types of search intent you need to know and focus on as you create your SaaS website content:

• Informational intent: is displayed by searchers who are looking for information about a brand or product.
• Navigational intent: is displayed when users are looking for a particular website or page. 
• Commercial intent: is displayed when a searcher is looking for information about a product they want to buy soon. 
• Transactional intent is displayed when searchers are looking for information to complete an action at that moment.

Understanding search intent is essential as it helps you create content that fulfills users’ needs. As a result, you’ll enjoy lower bounce rates and higher conversions.

10. Focus on Solutions & Use Cases — Not Just Features

Most SaaS brands make one huge mistake when creating content for their websites — they focus on product features.

Fair and fine, your product may have some game-changing features. But this doesn’t mean anything if your target audience can’t connect to these powerful features. 

That’s why, instead of focusing on features in your copy, you should shine the spotlight on:

Solutions

Showcasing what your product can do is more powerful than describing the features you’ve included in your product. 

For example, if you’re selling an SEO tool, showing users that they can create rich snippets and boost their on SERPs is more impactful than telling them your tool has a schema generator.

People want to know what they can benefit from your product. In most cases, they don’t want to know what your product can do.

Use Cases 

Besides the problems your product can solve (solutions), you should also prioritize use cases over features.

Use cases are examples of what your customers can do with your product. Showing them the different problems they solve is a fantastic way of presenting your product as the hero in their story.

Showing users what they can do with your product is more beneficial to your marketing than telling them the powerful features you’ve packed in it.

This is why, as much as features may be important, they don’t sell. If you want to boost conversions and drive sales, your SaaS website copy must focus on solutions and use cases. 

Examples of Excellent B2B SaaS Copywriting

Now that you know how to craft compelling B2B SaaS copy, let’s briefly look at some examples to inspire you.

B2B SaaS Homepage Copywriting Examples

The homepage is one of the most important pages on any website. One reason for this is that it’s the one page researchers use to get to know your brand. 

Because of this, your homepage copy must be on point.

Here are some excellent examples to inspire you:

1. RevenueZen

Not to blow our own trumpet but we take pride in our homepage. Not because it looks amazing, but because of the impressive SEO metrics. 

A few reasons this above-the-fold section of the homepage is SaaS copywriting gold include:

• Short crisp copy
• Uses power words like “accelerate,” “ambitious,” “break,” and more.
• Clear messaging that is directed at the target audience.  

2. Wistia

Another great example of excellent SaaS website homepage copy comes from Wistia. Wistia is a video creation, hosting, and marketing platform that helps marketers generate leads and educate customers through video.

A few takeaways from Wistia’s copy include:

• Uncluttered copy
• Clearly showcases the products use cases
• Images that augment the copy 

3. ConvetKit

ConvertKit is an email marketing platform designed for small businesses. And that targeting is clear in their copy. Other elements that make their homepage copy stand out include:

• Simple yet powerful language
• Clearly spells out the benefits

4. Shopify

Shopify is another SaaS brand that has managed to nail their homepage copy. The platform was designed to help businesses sell online and grow their customer base.

Tips from their copy include:

• Powerful tagline designed to tug at the emotions
• Social proof that shows the success of the platform
• Highlights user benefits

B2B SaaS Product/Feature Page Examples

Product pages are the hero of your SaaS website. This is because these are the pages that showcase your products’ features and capabilities. 

Because of this, the copy should be crafted to position your product as a hero. It should also be designed to:

• Rank well in search
• Convert well
• Marry features to benefits

Here are some excellent examples of product page copy that succeeds at doing just that:

1. Drip

Drip is an email marketing platform designed to help businesses automate their email marketing. Drip’s copywriting on their email marketing product page is the stuff legends are made of. A few things you can emulate are:

• Powerful, benefit-driven headline
• Paints a good picture of ease of use
• Engaging language, yet educational

2. Slack

 Slack was built to eliminate email in workplace communication and to make it easier for teams to collaborate. Their product page copy probably played a huge role in the success of the product. Here are some key takeaways to help you do the same:

• Use language users can relate to (Slack uses workplace language)
• Explains the features in a benefit-driven way

3. Stripe

Stripe is a payment services provider that helps businesses process financial transactions globally. Their “payments” product page features copy to drool over. Some of the things we liked include:

• Despite being a complicated product, the copy is easy to understand for everyone.
• Uses language that instills trust.
• Shows that Stripe is the leader without coming off as pompous.  

4. Hubspot

Hubspot is an inbound marketing platform designed to help marketers create, run, and monitor their campaigns. When it comes to product page copy, here are a few noteworthy elements to steal:

• Explicitly address customer pain points.
• Paint a picture of the change your solution brings to customers.
• Keep the language simple.  

Examples of B2B SaaS Solutions Page Copy

Solutions pages serve the purpose of making the application of your product clearer and more relatable. They should show how well suited a product is for a specific industry or team and encourage sign ups.

In short, solutions pages must answer the question of what problems your product solves.

Need some examples for inspiration?

1. Marketo

Marketo is a powerful marketing automation platform built for account based marketing (ABM). And one of the solutions they provide is helping B2B brands attract and convert customers. Here’s how they use copywriting to sell that solution:

• Use data to inspire confidence
• Showcase the benefits of the platform
• Use short, crisp copy to highlight the problems your product solves

2. Qualtrics

Qualtrics is a customer experience management (CXM) platform that helps brands collect, organize, and understand important data relative to customers and employees. Their B2B experience management solutions page is definitely a goldmine of SaaS copywriting tips. Here are a few of them:

• Focus on important solutions that matter to customers, in this case, building customer relationships.
• Highlight the benefits of the solution.
• Personalize your copy.

3. Trello

Trello is a visual project management tool that makes it easy for teams to collaborate on projects. Besides building a powerful tool, their solutions page copy is worth emulating. Here’s why:

• Uses language that turns a boring topic into a fun read.
• Leverages usage statistics as social proof.
• Deep dives into the benefits of each feature.

About/Company Page

An about or company page tells you brand story, who you are, and how you solve customer problems, among other things. Its main purposes are to help users understand who you are so they can relate to your brand. 

Excellent examples of SaaS about page copywriting include:

1. Moz

Moz is a marketing platform that provides tools for SEO, inbound marketing, link building, and content marketing.

As SEO and content marketing practitioners, their About page offers a lot of inspiration for SaaS about page copywriting. Here are a few of them:

• Use storytelling to keep readers engaged.
• Break up the copy into bite-sized paragraphs for a better experience.
• Uses a friendly tone.

2. Xero

 Xero is an accounting solution designed to help small businesses crunch and track their finances. This leading accounting platform also sets the pace when it comes to SaaS copywriting best practices. Here’s what we can glean from their about page:

• Customercentric language that shows the brand understands their customers’ pain points.
• Uses data visualization to tell a story.
• Inspires confidence by incorporating customer stories.

3. Airtable

Airtable is a relational database tool that also serves as an online collaboration tool. It’s mainly used for project management. The brand’s about us page is well-crafted and unique. Some aspects that set the copywriting apart include:

• Focuses on human connection, a  factor that’s highlighted by the pages focal point being the employees and their stories.
• Highlights the brand’s mission rights off the bat, an excellent way of showing what the product does without being salesy.

Examples of SaaS Demo Page Copywriting

Demo landing pages are excellent BoFu pages that can help nudge users across the finish line. Because of this, the copy has to be compelling enough to convince users to book a demo of your product. 

Need some examples?

1. Nextiva

Nextiva is a business communication software offering productivity tools for teams. We love their demos page for:

• Being clean and uncluttered.
• Minimal copy that produces maximum impact.
• Leverages customer testimonials to get users to act.

2. Salesforce

Salesforce is a leading CRM for B2B enterprise brands that has mastered the art of crafting effective demo pages. Below are some SaaS copywriting tips from the iconic brand’s demo page:

• Benefit-driven copy that reiterates what users get from using the platform.
• Encourages readers to fill in the form by offering the promise of unlocking all “our content resources.”

3. SharpSpring

SharpSpring is a marketing and automation platform from the team behind Constant Contact. The platform helps generate inbound leads and also helps convert them into customers. There are lessons galore in their product demo page copy, including:

• Copy clearly explains the process
• Easy to understand (doesn’t use technical jargon)
• Emphasizes that the demo is personalized

If You Want Great Copy and Marketing, RevenueZen Can Help

We get it: there isn’t always time to create sparkly new copy. So, if you’re in the market for a little copywriting help, there’s some great news we’re dying to share. RevenueZen can help.

Here at RevenueZen, we’re committed to helping our clients employ effective and cohesive SaaS content strategies. We’re a team of content marketing experts that’s ready to help wherever your site needs it. Reach out to us today to find out more about our services and learn about how our crew can help you reach more customers.