SaaS Copywriting: How To Write B2B Copy That Converts

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SaaS copywriting is the art and science of crafting compelling written content specifically for companies that offer cloud-based software solutions. Effective copy engages prospects, converts customers, and improves retention.

The importance of great SaaS copywriting cannot be overstated.

So, this article will explore SaaS copywriting, providing seven tips that’ll take your copywriting game to the next level. But before all that, let’s look at the difference between B2B and B2C copywriting, as well as the various SaaS copywriting formulas.

What Does a SaaS Copywriter Do?

A SaaS (Software as a Service) copywriter specializes in creating persuasive and engaging written content specifically for SaaS companies. Their primary role is to drive user action—be it signing up for a free trial, making a purchase, or engaging with the product—through compelling messaging. Here are some key responsibilities:

  • Crafting Website Copy: Write clear and concise copy for website pages, including home, about, product, and pricing pages, to effectively communicate the brand’s value proposition.
  • Creating Landing Pages: Develop targeted landing pages for specific campaigns or customer segments, focusing on high conversion rates.
  • SEO Optimization: Incorporate SEO best practices to improve the online visibility of the content, including keyword research and meta descriptions.
  • Quality Assurance: Edit and proofread all copy to ensure it meets brand guidelines and is free of errors.

The role can be quite versatile, often extending beyond these tasks based on the specific needs of the company and the evolving SaaS landscape.

B2B vs. B2C SaaS Copywriting

Before getting into the tips for effective copywriting, let’s distinguish between B2B and B2C SaaS copywriting.

The first difference between B2B and B2C copywriting is the intended target. Whereas B2C copywriting targets individuals and focuses on the personal or individual issues the audience experiences, B2B targets companies, addressing issues their teams face.

As such, B2B copy must demonstrate expertise and credibility. You are dealing with a sophisticated audience of business owners and marketing teams, so you need to share data, facts, and personal experiences to make your points. 

That also explains why B2B copywriting is more logical and takes a detailed approach when addressing the reader. Meanwhile, B2C copywriting can sometimes employ writing techniques that elicit an emotional response.

SaaS Copywriting Formulas

Excellent B2B SaaS copywriting begins with understanding the following copywriting formulas.

1. Problem Agitation Solution (PAS)

The problem-agitation-solution formula (PAS) is an excellent way to show your target audience that you feel their pain and can provide a solution. 

To use the PAS formula, begin by laying out the problem your potential customers face. After demonstrating your understanding of their pain, “agitate” or stress on it by explaining why the problem is painful. Your aim is to make the reader crave a solution. 

Finally, transition into discussing your solution, emphasizing benefits over features.

2. Attention-Interest-Desire-Action (AIDA)

AIDA (short for attention-interest-desire-action) is a copywriting formula that draws inspiration from the stages of a typical customer journey. Your AIDA copywriting process begins with an attention-grabbing headline, intro, email subject line, etc. Follow it up with an interest-piquing paragraph to draw the reader in.

Once you’ve gotten your reader’s attention, make them desire your solution by touting the benefits they’ll derive from it. Finally, you seal the deal with a call to action that tells them how to get the solution.

3. Before-After-Bridge

With the before-after-bridge formula, your copy begins by presenting the problem your soon-to-be customers face. 

Next, you paint a picture of what the reader’s life could look like if the problem were solved. Finally, end your copy by presenting your SaaS product as the bridge that gets the customer from a murky life with the problem to one without.

4. Promise-Picture-Proof-Push (PPPP)

When using the four-Ps formula, i.e., promise-picture-proof-push (PPPP), you’ll open your copy with a promise that grabs the reader’s attention. Building on the opening promise, you’ll paint a picture for your audience that helps them envision the benefits your SaaS product will provide. 

Here’s an example.

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After you’ve piqued your reader’s interest, you’ll back up your promises with proof. Your evidence can include customer testimonials that provide social proof, statistics, demo videos, charts, etc. 

The final P in this formula, the push or pitch, see you ending your copy with a compelling offer.

SaaS Copywriting Tips

The above formulas will tell you how to format your content. But, to write SaaS content that resonates with your audience, you’ll need to follow these tips.

1. Speak Your Customer’s Language

You must be clear about who you’re writing for to create copy that resonates with them. You can achieve this clarity with the help of customer personas. 

Using a customer persona to envision your ideal customers will give you a solid understanding of who you’re writing for. Not only will you gain a deep understanding of their needs and pain points, but it’ll also help you:

  • use the same words they do when describing the problem they’re facing (which is essential for picking appropriate target keywords for SEO)
  • cover the topics they’re interested in, and 
  • communicate with a tone they’ll be receptive to. 

Here’s a tip: when using customer language in your copy, maintain voice-tone consistency across all your marketing channels (social media, email, ads, and your website). An inconsistent tone may confuse your customers and negatively impact your brand image.

2. Use Lots of Data

One of the best ways to earn your readers’ trust when writing SaaS marketing copy is to support your claims with data. This point is true for both B2C and B2B SaaS copywriting but goes double for the latter. 

A great place to start is to substitute vague words like “most” or “majority” for specific figures. For example, you can cite the number of current customers your SaaS product serves when pointing to your happy customers, as SEMRush does on its home page:

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It’s also essential to link to recent studies (not older than 3-4 years) and statistics from reputable sources. The data gives your copy more legitimacy in the eyes of the most skeptical customers. 

3. Leverage Behavioral Science

Behavioral science is a field between psychology and economics that studies human behavior, including the irrationality in our behavior. You can leverage it in several ways when writing SaaS copy.

One common way to use behavioral science to good effect is to add artificial scarcity to your content. For example, by creating limited-time offers. This technique is effective for nudging fence-sitting customers into making a purchasing decision by creating a sense of urgency. 

Another effective way to use behavioral science to excellent effect is by positioning your SaaS brand as an authority. This technique involves including expert endorsements in your SaaS marketing copy to bolster your product’s credentials. Hootsuite does this on its sales page below.

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Finally, testimonials can go a long way to provide your SaaS product with the social proof it needs to convert customers that are on the fence. 

4. Create A Story Arc

Stories help your B2B customers form emotional connections with your brand. They’re also excellent from a brand-differentiation standpoint. 

You can create a narrative around your SaaS product that carries through all the content you put out and the marketing channels you use. 

Using storytelling techniques, you can:

  • cast your customers as the protagonist of your story
  • cast their problem as the story’s antagonist
  • let your SaaS product fill the shoes of a helpful mentor-type character

Your story will ultimately lead to a happy ending where your customer uses your product to solve their problem and live happily ever after. This technique is superb for long-form content like blog posts and email sequence campaigns.

Mailchimp employs storytelling when discussing how companies like Moving Waldo use its product to grow revenue.

5. Show, Don’t Tell

A picture speaks a thousand words when copywriting for a B2B SaaS product. This applies when writing a guide, blog post, or showcasing your product’s functions.

That means you must always pair your copy with screenshots showing readers what you are talking about.

In the image below, AI assistant-maker CopyAI leverages screenshots when showcasing its software’s features:

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The above point is critical when explaining a SaaS product’s key features to your audience. A screenshot that highlights the software’s buttons and tabs does more to demystify it than lines of black-and-white text.

Finally, consider using visuals to compare your software’s functions against its competitors. For example, suppose your unique selling point is how quickly your SaaS product helps customers perform a task. In that case, you can share examples of how other brands’ SaaS products carry out the same task to highlight your product’s superiority. 

6. Be Strategic With Your CTAs

When you think of a call to action’s (CTA) placement in a piece of content, it’s natural to expect it to appear at the bottom of the copy. However, considering that not all prospective customers read from start to finish, it pays to be more strategic when placing your CTAs.

If there’s a section within the content where the CTA would feel natural, include it. For example, say you have an email marketing solution, and you’re writing a guide on digital marketing strategies. Email marketing could be one of those strategies. So, it would make sense to add a CTA to your solution within the content when discussing email marketing.

Similarly, when writing copy for your sales page, you’d want to place one CTA “above the fold.” 

This placement is strategic because your readers won’t need to scroll too far down the page to see your call to action. For example, in the image below, Hootsuite places an unmissable call to action button above the fold.

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The bottom line is you should not limit yourself to just one CTA placement. This limits the percentage of leads that you can capture. Distribute your CTAs across multiple strategic locations within your content.

7. Drop Your Technical Jargon

When writing the copy for your SaaS product, avoid using technical jargon as much as possible. Instead, use plain language that’s so easy to follow even people from non-tech backgrounds will understand it.

For example, Ahrefs makes the copy on its home page so simple that even people who’ve never done SEO will know what its software does:

Source

Simplify your copy by using concise sentences and simple words. Where it’s impossible to exclude jargon, provide short definitions that explain them to your audience.

In addition, watch out when using industry-specific acronyms. The last thing you’d want is for your uninformed customers to leave the page in search of explanations of what the acronyms mean.

Finally, you can check your copy’s readability using an online application like the Hemingway Editor. A copywriting best practice is to aim for a Hemingway score of grade 6-7. However, this is not always applicable. If you’re writing technical content, e.g., software reviews, a score of grade 8-9 is more achievable.

8. Personalize Your Copy

Use a combination of automation, the customer value journey, and SaaS customer segmentation to personalize your copy. This is especially important when writing email marketing copy. 

Unlike other marketing channels, email isn’t a one-size-fits-all affair. You need to cater to each recipient’s interests and needs. You can only achieve that through segmentation.

Leverage email autoresponder software to segment your customers by demographics (e.g., company size), interest, and pain points. Then, use the data to send them relevant emails. 

For example, you can track the pages on which a site visitor submitted their email address. This can tell you the type of content the person is interested in. Use that data to place them in relevant customer segments and send them personalized content. 

9. Test your copy

Finally, test your copy regularly. Consider writing several versions of your marketing copy and using A/B testing to see which gets the better response from your customers.

You can use this technique when writing copy for your sales pages and email campaigns. For example, you can test two value propositions to see which one drives higher conversion rates on your sale page. 

You can also test the subject lines and email copies and track relevant metrics like open and click-through rates. 

It’s important to be strategic with your split tests, though. For example, do not test too many elements at once. That can make it impossible to determine which one influenced the results. The best practice is to never test more than two key elements at once.

Hire B2B SaaS Copywriters

Crunch Marketing is a full-service SaaS SEO agency. We can help with SaaS copywriting and link building to ensure your copy ranks on Google. Our large team of writers, including technical copywriters, can help you write simple but persuasive copy for your brand. 

We’ve used our expertise to help brands like Beaconstac achieve the results you see below:

Book a consultation for your SaaS copywriting and link-building needs today.

Wrapping Up

Writing for B2B SaaS can be pretty challenging. You are writing for a sophisticated audience, where you need to demonstrate your expertise and credibility. Still, several tips can help you meet the demands of a B2B audience. 

This article shared nine tips for B2B SaaS copywriting. First, make sure to speak your customer’s language and include data to build trust. Consider leveraging behavioral science and storytelling techniques during the writing process to keep your audience hooked. And use original visuals to show your product’s functions. 

Next, place your CTAs strategically and lose the technical jargon. Finally, personalize your copy and test where possible.

Follow these tips to write B2B copy that converts prospects into paying customers.

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