As a SaaS business, if you don’t exist on the first page of Google, you don’t exist at all.
That’s a fact - if no one can find you, no one will buy from you.
But there’s another problem: even if you do exist on the first page of Google, but your website visitors cannot see the value of what you offer, they won’t buy either.
This means that writing website copy for the sole purpose of appearing in Google searches without explaining the value of your SaaS product to your audience won’t bring you the desired results.
While it may have worked in the past when the SaaS industry wasn’t so saturated, writing a few lines of explanation about your product and adding the subscription pricing table isn’t enough to attract buyers anymore.
Nowadays, if you want your SaaS business to attract more targeted leads who are ready to buy, you need two things: well-written website copy and masterful site SEO.
A good website copy clearly explains the value of buying your SaaS product to your potential customers. And great SEO helps your site appear on the first page of Google. Together, they create a powerful combination that helps your business attract the right people and convince them to buy your product.
So, how do you write powerful and SEO-optimized website copy? The answer is simple: with the help of a skilled SaaS SEO copywriter.
This guide will help you decide whether you need a SaaS SEO copywriter for your business. To do that, we’ll explain what a SaaS SEO copywriter does and where to find one.
Having a Great Website is not Enough Anymore
As a SaaS business, your website is your central hub. It’s the go-to place for every new prospect to learn more about your product.
Your website should be a money-making, prospect-converting machine.
And yet, for many SaaS businesses, website analytics show low conversions and high bounce rates.
Why? Mainly because even though they have beautifully designed websites, their website copy doesn’t convey the value of their product.
But it’s not just about providing enough information about your product, either. In order to make their purchase decision, customers need to be guided through an entire thought process - or, in marketing terms, a sales funnel.
This process involves four core stages:
- Emphasizing the problem
- Introducing the solution
- Presenting the offer
- Asking for the sale
If your website copy can seamlessly guide the customer through these stages, then that’s when the magic happens.
SaaS Copywriting Serves a Double Purpose
Bringing people to your website can be very costly. Aside from hiring an SEO expert, you may already be paying for ads, PR, and other forms of attracting visitors to your website.
This means that unless your website is converting visitors into buyers, these tactics are making you lose money. To keep this from happening, you want to make sure that your website copy is actually converting.
As long as it’s well done, SaaS SEO copywriting serves a double purpose: it puts your website in front of the right people by making it appear in Google search results and converts them into buyers once they land on your website.
B2C vs. B2B SaaS Copywriting
So, how does SaaS copywriting different from regular copywriting?
The answer lies in what you’re selling. Regular copywriting typically sells a one-time product or service. In contrast, SaaS copywriting sells a subscription. So, the key to effective SaaS copywriting that converts is conveying to the customer the value of paying for something continuously.
Now, these benefits will vary depending on who you’re talking to. B2C SaaS copywriting and B2B SaaS copywriting address different audiences.
In B2C SaaS copywriting, you’re talking to an individual. The benefits of a SaaS product for an individual customer are typically making something easier to do and saving them time and effort.
On the other hand, in B2B SaaS copywriting, you’re talking to a business. There are many benefits of a SaaS product for a business you can highlight: increasing team productivity, increasing revenue, reducing workload by automating something, or allowing the business to scale its operations.
SaaS Copywriter: Agency vs. In-House
You might be wondering whether you should hire an in-house SaaS copywriter or outsource your copywriting and content writing needs to a SaaS copywriting agency. Before you make a decision, let’s weigh the pros and cons of each.
In-House SaaS Copywriter
Let’s examine the pros and cons of hiring an in-house SaaS copywriter.
- You’ll have a dedicated writer available to work on copywriting and content writing projects at all times.
- Over time, your writer will become an expert on your business’s subject and be able to write more valuable and insightful content.
- When only one person writes your content, it’ll be more consistent in style, tone, and quality.
- Hiring an in-house SaaS copywriter can be costly, as you’ll need to pay them the same monthly salary, regardless of how much work they did that given month.
- If this is your first time hiring a copywriter, it might be challenging to choose the right person.
- Once you hire a new copywriter, you’ll need to onboard them to the team and train them, which requires time and effort.
SaaS Copywriting Agency
For comparison, let’s look at the pros and cons of hiring an external SaaS copywriting agency.
- An agency has a team of writers who are experts in various industries, so there’s a good chance the agency has a writer who’s an expert in yours.
- The copy and content written by an agency writer undergo a strict revision process before the final version is submitted to the client. You can be sure the content you receive will be of high quality.
- Depending on the pricing model of your agency, you’ll be able to pay only for the work you need when you need it.
- An external copywriter may not have the same familiarity with your business as an in-house copywriter. Therefore, their content might be more disconnected from your brand than an in-house copywriter's.
- Since an agency charges you per project, additional revisions and edits might cost you extra.
- An external copywriter juggles many clients and projects at the same time. This means you may need to wait longer for your copy or content to be delivered.
Ultimately, both of these choices are great. Making the right decision comes down to assessing your business’s situation and choosing the option that’s best aligned with your business’s needs.
Practical Tips for Persuasive SaaS Copywriting
SaaS copywriting isn’t an easy task. So, how can you write copy that sells for a SaaS business?
Here are some practical tips. Once you implement these tips into your copy, you’ll see a drastic shift in your conversion rates.
Define your unique value proposition
There’s no doubt that the SaaS industry is becoming increasingly saturated. So, how do you stand out in the sea of other SaaS businesses?
Here’s the answer: by defining your unique value proposition (UVP). It’s the sweet spot between what you offer, what your customers want, and what your competitors lack. Your UVP is what bridges the gap between all three.
One of the most important things you need to do to write compelling copy for your SaaS business (or any business, for that matter) is to define your unique value proposition. The easiest way to do this is by asking yourself what's the single biggest benefit of using your SaaS product for your customers.
Unless this is clear to you, you won’t be able to write copy that brings you the desired free trial subscriptions or demo requests.
Speak to your target audience
Good copy is highly targeted copy. The more specific you are about who you're talking to, the better results you'll get from your copywriting efforts.
One of the first steps in writing persuasive SaaS copywriting is defining your target audience.
Who are they? What are their struggles? What solution are they looking for? What will appeal to them? These are all important questions that need answering before starting the copywriting process.
Avoid industry jargon
SaaS products are complex, and it can be hard to explain what they do in a way that makes sense to potential customers.
As a result, we often see copy that's vague or generic, or even worse — so technical that it's impossible for anyone but industry insiders to understand.
While the terminology may be familiar to you as an insider, it won't help your potential customers make sense of your product.
The best way to avoid overly technical language is to focus on the benefit of your SaaS product rather than its features. Try explaining what your product does and how it helps your customers using simple, easy-to-understand phrases.
Use words and phrases that evoke emotions
While most of us think we make buying decisions based on logic, it’s not true. People make buying decisions based on emotions while justifying their decisions with logic.
Effective copy is often filled with words and phrases that evoke specific emotions. Emotional language helps you connect with your audience on a deeper level and make them more likely to buy your product.
For example, words such as “always” and “dedicated” communicate loyalty and make the reader feel they’re in good hands. In contrast, words and phrases like “avoid,” “before it’s too late,” and “not enough” evoke fear and motivate the reader to take immediate action.
While people are driven by emotion towards making purchase decisions, we all have that little voice in our heads that raises all kinds of doubts and concerns before we take action.
That’s why an important part of great SaaS copywriting is addressing your target audience’s objections. This means you need to consider all the potential reasons your customers may be hesitant to buy your product.
You can anticipate these objections by getting inside your customers’ minds and putting yourself in their shoes. Then, address these objections throughout your copy. And if that’s not possible, you can always answer them in the FAQ section on your page.
Include data and case studies
People love numbers because they prove something is true.
You may have noticed that many SaaS companies use statements such as “Used by 1M+ people around the world” or “The #1 app for meditation and sleep.” That’s because these statements a proof of credibility and reliability.
If your product has already helped people, include those numbers in your copy. It can be anything from how many customers have subscribed to your service so far to the statistics showing the results they got from using your product.
Another way to persuade people to buy your product is by showing them how it has helped others in real-life situations. If you have case studies or testimonials, include them on your website to help illustrate how other people have benefited from using your product.
For example, if you have a CRM tool that helps salespeople increase sales commissions, include testimonials from past customers about how it helped them earn more money through increased productivity and efficiency.
Call your readers to action
One of the most common copywriting mistakes is not using enough calls to action (CTAs) in your copy. If you don’t tell your potential customers what to do next, they won’t do anything.
When writing copy for SaaS, your CTAs should be short and direct. You want to command your readers to take a specific action, such as requesting a demo, booking a free consultation, or signing up for a free trial.
Here are some examples of CTAs that work for SaaS businesses:
- Sign up for a free trial
- Try for free
- Start for free
- Get a demo
- Get started
To increase your chances of converting visitors into customers, place your CTAs in various place across your page and make them stand out by using vibrant colors.
Wrapping things up
As a SaaS business, copywriting is essential to help you stand out from the crowd and convey the value of your SaaS product to your target audience.
Your copy should make a solid contribution to your bottom line. If you want to get found on Google by the right people and convert them into paying customers, hiring a skilled SaaS SEO copywriter will definitely help you do so.