Table of Contents
- What is SaaS Copywriting?
- Top Five Tips For Outstanding SaaS Content Writing
- Importance of Content in SaaS
- 11 Copywriting Checklist Before Writing A SaaS Copy
- Key Takeaways
Finding the exact words that can describe a piece of software is slightly more challenging than describing a shiny handbag or a delicious burger, isn’t it? Describing software is not colorful and intangible, to say the least. In fact, the software is more feature-driven and less visually appealing.
It is also more challenging to become creative with jargon like ERP and CRM. This is where SaaS content writing comes into the picture, and it brings out the software’s features, which are not typical to the product descriptions available online.
SaaS content writing should be specific and tailored so that all the technical words are fused with complete simplicity. SaaS copywriting is succinct, precise, and convinces the readers and audience to follow a ‘Call to Action’ (CTA).
In this detailed guide, we talk about SaaS content writing, tips and techniques for a good SaaS writer, the essential things to keep in mind for SaaS content marketing, and more.
The goal is for you to learn how to create engaging SaaS content to generate high-quality traffic and increase conversion to the SaaS brand.
What Is SaaS Copywriting?
Before delving deeper into SaaS content writing, you first need to understand what SaaS is all about. SaaS stands for “Software as a Service” and is by far the everyday use of cloud service. SaaS allows people to use cloud-based applications for storage over the internet.
Typical SaaS applications include Office365, Gmail, OneDrive, Google Drive, Slack, Salesforce, and Dropbox. In addition, SaaS allows people to have access to sophisticated applications online. Generally, SaaS products are based on monthly or yearly subscriptions, and you can access them from any place.
So, what happens when you build a SaaS product or brand? First, you need proper content marketing to create awareness about the product. This is where SaaS content writing comes in.
This copywriting method creates content pieces to educate the ICP or Ideal Customer Profile. It establishes the SaaS product as an industry authority and showcases the features to the individuals. Eventually, the readers convert into trial users, paid customers, and, ultimately, raving fans.
A SaaS writer is a technical wizard in the world of content marketing. They have a command over their technical vocabulary. The writer possesses the skills to transform complex topics into engaging and readable content that a layperson can understand and enjoy reading. A SaaS writer knows about the art of turning complexity into simplicity.
Top Five Tips for Outstanding SaaS Content Writing
According to some reports, 86% of the business will run their applications through SaaS after 2022. This means there will be ample opportunities to acquire fresh customers as a tech business. The SaaS companies will be sitting on a pot of gold if they can do proper content marketing by offering effective SaaS content writing.
An excellent copy would bring traffic and increase the conversion rate. Below are five effective tips you can apply for outstanding SaaS content writing. These tips will surely improve your writing skills and catapult you into a rising SaaS writer.
1. Understand the audience and answer prospective questions
More than half the world’s population uses the internet. While it’s tempting to reach out to every one of them, the focus should be only on capturing the attention of a handful of audiences.
Who exactly? The audience should be those most likely to use the particular SaaS product or service. Try to design the content for a subset audience to address their concerns and requirements.
To identify the user needs, think of the target audience and try to create a persona based on them by including particular dimensions like:
- Psychographic traits like goals, interests, or frustrations
- Professional characteristics like educational qualifications, socio-economic background
- Demographic details like age, sex, location, etc.
Try to get as specific as possible. But, in the end, the target audience is actual customers with individual desires and goals.
At the same time, try to answer the customers’ questions in your SaaS content writing. This way, you will be better equipped to step into their shoes. SaaS content should be ideally viewed as addressing the biggest questions of the users like:
- What questions do prospective buyers have?
- What questions customers haven’t realized yet?
- Where are the pain points of the customers?
- Why might the user hesitate to purchase the product?
- What would convince the buyers now to buy the product?
- How would the buyer explain their needs and their desire to accomplish?
If you can anticipate the customers’ questions, you can save them from feeling confused or frustrated when they read your content and learn more about the SaaS product.
2. Effective Call to Action
In most cases, the subtle strategies become effective in the long run. One such strategy is CTA or Call to Action. It is a group of words or phrases that guides users or tells them to take a particular action after reading the content.
Ideally, CTA removes the thinking part of the reader out of the equation. If the content is emotionally convincing, it becomes pretty easier to push them over the finish line.
The customer doesn’t have to worry or think about what steps they should take next. As a SaaS writer, always keep in mind to keep the user’s sales funnel, website, and content as straightforward as possible.
Some of the important call-to-action phrases that you should include in your SaaS content writing are:
- Learn more
- Read how
- Check out features
- Read more
- Buy now
- Buy today
- Register now
- Register today
- Signup free
- Check it out
- Book a consultation
- Book a call
- Check out demo
- Try the demo
If your content is way more technical where the reader has to pull out a dictionary, scratch their head or ask someone else, there is a high probability that the reader won’t stick around longer.
3. Painting the picture in the customer’s mind
Imagination can be a drug in many instances. When the emotions are mixed with many inspirations, it would automatically drive the consumers to use the application or service.
For instance, Monday, a team management software, is a great example to help the readers to use their imagination. When you go to their product page, you will find how the company tries to convince readers to account register and how thrilled they would be after using the app.
‘Say goodbye to the painstakingly long email threads and boring meetings’ is something that every person in today’s time can easily relate to. Those 30 minutes meetings could have been completed in five minutes, and those long email threads can be summed up into a single email message.
An ideal customer would certainly read this and try to imagine the last time they experienced such a situation. They would be certainly interested in the Monday management software because it offers a solution to their problems.
The reason why imagination works wonders is that it is emotional. For example, when someone is purchasing a product, there is always an iota of emotion involved that drives the person into making that decision.
A recent study from the Harvard Business School concludes the below mentioned 10 motivating and emotional factors while buying:
|I’m inspired by a desire to||Brands can leverage this motivation by helping customers|
|Succeed in life||Find out what goes beyond financial or social measures|
|Feel secure||Pursue goals and objectives with confidence and without fear|
|Be the person I want to be||Live up to the ideal self-image and build self-improvement|
|Protect the environment||Take action to improve the surroundings|
|Feel a belonging sense||Try to be a part of a group and have affliction with people|
|Feel the sense of thrill||Experience excitement and overwhelming pleasure|
|Feel the sense of freedom||Act independently without restrictions or obligations|
|Enjoy the feeling of well being||Seek a stress-free state without threats and conflicts|
|Have confidence in life||Perceive that the future will be better than the past|
|Stand out from the crowd||Project a unique social identity|
Try to mix these emotions into your SaaS content writing, and it would indeed invoke deeper feelings and inspirations before a customer buys the product. But, at the same time, try to make the customers understand the benefits of using the product by describing them through their eyes.
4. Use proper voice and tone
Suppose a customer wants to visit your website, Facebook page, and Twitter handle simultaneously. If each website was handled by different people/teams, the customer would feel confused about the brand’s voice and tone, which would lower the branding image.
The reason being a good brand maintains its consistency level by offering uniform content across all channels. Our brain loves consistency, and any form of irregularity would signal the mind that something is not right. Our brain is capable enough to pick up the minor differences and sends a warning signal that something is incorrect or out of place.
Neil Patel would be the best example. If you ever come across his blog, you will find the tone friendly, casual, and always in first-person. Moving to his Twitter handle, you will see the same writing style. Again, the voice and tone are consistent on his Facebook account.
When you do SaaS content writing for your website or social media channels, the voice should be the same. The tone can change, however. Consider the voice as the personality of the SaaS brand, and tone is the message you convey to the readers.
5. Make the SaaS content scannable
People generally don’t read the entire content; they scan and skim the unnecessary parts. According to research by NN Group, people generally read the content available online in an F-shape pattern. By doing this, they only consume one-fourth of the words on the screen.
So, what does that mean to you as a SaaS writer? It means you have to plan strategically how you design your content, and it must include the following elements:
- Each paragraph should not be longer than three sentences
- The text should be large and should be read easily
- Try incorporating numbered lists and bullet points wherever relevant
- Bold the important words or phrases for added clarity
- Use proper headings to separate different sections within the content
- Concentrate important content on the top 25% of the content
These are the best practices employed by professional SaaS content writers. You should try to implement them in your content to make it more digestible to the readers. At the same time, the content will guide readers instead of pushing them away.
Importance of Content in SaaS
The vast majority of the SaaS brands and companies out there prefer hiring professionals who have the desired communication skills to convert technical jargon into simple words. The words like ‘cloud computing and ‘data structure’ won’t typically sell unless the target audience is techies and coders.
The role of SaaS content writers is to translate such complicated language so that ordinary people can read and comprehend it.
The average consumer should be excited after reading such SaaS content and should be looking forward to using the product or service to benefit from technology. SaaS content writing should be engaging and easily digestible. Strong content marketing is quintessential for SaaS companies to convert customers into consumers.
It is important to note that the typical length of the sales cycle for the SaaS brand is approximately 90 days. During that period, the potential customers engage in numerous content forms by consulting influencers and visiting as many online sites as possible. These people look for SaaS content that can attract, educate and persuade at the same time.
As a SaaS writer, you will be providing the buyer or reader with the opportunity of accessing top-rated content at every touchpoint. SaaS content writers ensure that each outreach meets the purpose. The consumer views the client as an expert in the industry apart from being a reliable service provider.
11 Copywriting Checklist Before Writing a SaaS Copy
To ensure you are hitting all the essential key points in your SaaS content writing, refer to the below-mentioned checklists:
- What is the goal of this SaaS content?
- What is going on in the lives of our customers?
- Are there any pain points I should address in the content?
- What do my customers care about?
- What social proofs should I embed in this content?
- Should I include informative content for the target audience?
- What sort of CTA and value proposition should I incorporate?
- Are there any persuasive offers I should include in the content?
- Any important links I should include in the content?
- Any particular long tail or short tail keywords I should target?
- Is it possible to humanize the language in the SaaS content?
- Include a call to action in the content to maximize user action
- Elaborate on the product benefits and individual features
- Write about user experience and their emotions
- Help customers use their imagination while using the product
- Always use figures and data to make the content appealing
- Use powerful words for a positive impact in the readers’ mind
- Maintain a consistent voice and tone across all channels
- Ask questions to the customers to relate their situations
- Place the crucial words and CTA on the top 25% of content
With this extensive and detailed guide on SaaS content writing, we are confident this in-depth article has shown insights into SaaS website content writing that increases account registration and drives sales for SaaS companies.
Writing compelling SaaS content is slightly complicated and more challenging than other forms of writing. However, there is a lot more freedom to humanize the content, and quite fun to such content that connects with the customers and prospective buyers personally.
The crucial elements of writing compelling SaaS content are from excluding jargon and complicated sentence structures to demonstrating commitment and empathy towards customers to keeping the content light.
Suppose you follow the tips and guides mentioned above. In that case, we are confident that you can write engaging SaaS content and turn prospective readers into paying customers.
They’re in charge of using words to get more demo requests and free trial signups from landing pages, website pages, ads, and emails.
To be a successful SaaS writer, it’s important that you’re aiming for a diverse set of skills. These include website copywriting, SEO, blogging, building sale funnels, and ad writing.
SaaS content, if done correctly, will provide extensive information to the readers, resolve their pain points and convince them to buy the product. While writing SaaS content, there are six different content types that you should know:
1. Product-led Content: It addresses the customers’ pain points and how you resolve them using the SaaS product.
2. Pain-point Content: Target bottom-funnel keywords that address the problem before the customer opts for a buying decision.
3. Data-driven Content: You publish the original research, industry analysis, stats pages, surveys, and more that customers can find handy and co-relate.
4. Opinionated Content: You can build a fanbase of customers who are always eager to reread your content.
5. Long-form Content: Content around 7000 words generates five times more traffic and 40% more social media shares compared to 2000 words of content.
6. Topical Authority Content: It is much easier to rank any piece of SaaS content you publish online, and it can reach a broad customer base.
In a nutshell, SaaS content marketing can be defined as one of the most powerful tools that software as a service company uses to attract, educate, and convert customers. If this is achieved correctly, your company can base its whole marketing strategy around the content.