5 Essential Elements Of SaaS Writing To Make It More Reader Friendly
Updated: May 30, 2022
The demand for SaaS content and the copy is going off the roof, and understandably so. With 100s of apps, Software as a service (SaaS) has become a viable choice for organizations amidst a cutthroat business environment.
If you are a business owner with an actionable SaaS product and your target audience is still oblivious about its existence, it's time for a curtain raiser.
But SaaS copywriting gets a little tricky. Shoes labeled with aesthetics are easy to sell and can instantly charm an audience. But SaaS products have an audience with objections, a group of managers, and decision makers.
Hence, companies are pumping written content like blog posts, case studies, and white papers like never before.
All in light to get into the vision of potential customers. But then what is the problem?
SaaS with too much information is suffering from an overload. Technically speaking, customers are not well nurtured and divert from getting into the funnels.
As per a recent survey by Gartner, most B2B buyers have stressed on the pain points of a complex purchase experience. They have credited it with an overwhelming presence of high-quality information.
Most B2B buyers get their feet soaked with independent research for software products. But in the stride of combing through the product of preference, they usually get stuck in this massive flood of information.
Therefore, you need to simplify your SaaS copy to attract your ideal B2B buyer.
Stay with me to figure out the five tips to make your SaaS copy more accessible and buyer friendly:
5 Hacks To Make Your Copy Conversational
1. Simplify Your SaaS Writing
SaaS comes under the impression of complexity. But
Complexity ≠ Complex sentences
Bringing complexity into sentences does not upgrade SaaS content for higher standards but settles multiple roadblocks for readers in their decision-making.
Follow these rules:
Short sentences and short paragraphs.
Comb your final writing and filter out extra fluffs, words, and sentences that do not add value.
Keep usage of industry terms short and minimal, and avoid jargon to nil.
Tedious or complex topics can be written conversationally, without heavy or over-the-top tonality.
This is an example of how you can add more value to refining your content. The readability is currently 51 because of the inclination towards lofty words. Also, it may seem complex and dry to read.
Apps like Grammarly and Hemingway are a savior to refine your writing but do not make it conversational.
These instead shoulder a spot to save your writing from needlessly complicated words and writing.
On the other hand, this piece from HubSpot is a great opener, adequately filled with warmth, and has the benefit of selling to a more sophisticated audience.
The conversational messaging is vital for a SaaS writer's portfolio and segregates one from a generalist.
2. Give Emphasis on real world examples than Stats
Spamming stats in SaaS writing can bring more harm than good. Of course, generating the need for the SaaS product is a driving practice.
Identify the problem using stats and relevantly showcase how your product fills the gap. Selling your product with the generous use of stats and not bashing it after every other sentence lowers the writing flow.
Press on other aspects like customer success stories and real-world user experiences that supplement your writing, not dominate it.
Note: Customer success stories are pure gold and the most effective content to influence your audience's purchase decisions.
Case studies bring real-world examples; therefore, organizations like OptinMonster have dedicated case studies that depict your product's positive influence on people/businesses.
Tangible and relatable, real-world stories through case studies significantly influence your overall business presence.
3. Bring the visuals not to bore readers
Writing your SaaS content need not be boring. You all know this now, right?
What about giving the eyeballs a breather from words and showing what the stuff looks like in action?
SaaS content without visuals, like screenshots, Gifs, videos, and images, perplexes your mind. It is supposed to shape things better for the decision makers while it can even irk their interest.
Your prospects do not read minds, and going by the SEO rules; most people skim through the content. So, leverage the usage of visuals. Make it visually appealing and shoulder your facts with screenshots for better understanding.
For a SaaS product, you must have a goldmine of visuals already. Your product images, 2D and 3D visuals, and product video ingest mindfully into the SaaS copy and content automatically boosts its value.
Scannable long-form blog posts need visuals profusely. Period.
4. Content for every level of customer consideration
As a SaaS writer, this is no surprise, but you need to be considerate while planning content or writing copies.
Some folks have no impression of your Software; some prospects are on the fence about buying decisions, and some are your customers.
Remember to create content for all the readers in the awareness, consideration, and decision makers stage.
Sharing the summary of how the SaaS funnel goes:
Top of the Funnel content for people who are problem aware but not aware of your product solution.
Middle of the Funnel content is for people who are still researching and exploring more about your product's solution but still have not converted to customers.
Bottom-of-the-funnel content is for leads needing a nudge to become customers.
It implies that the top of the content guides more about the awareness stage, and the middle and bottom of the funnel content stresses product features and perks more.
Therefore, SaaS content fits nicely into this structure and empowers you to work on various topics targeting more keywords. A brilliant pathway for SEO.
5. Focus on pushing positive outcomes over product features
Writing about SaaS primarily involves discussing features, but benefits should always trump features.
Your product is there to solve a problem and offer a solution, which is why SaaS writing should shoulder the product well. And what's better than product's positive outcomes?
Trello is a fine example of leveraging product benefits while accurately discussing the features. The takeaway is to offer awe-inspiring features but supplement it well with customer perks.
Both features and benefits should be incorporated well. But you can always give your product benefits an edge to make it seem more actionable to your audience.
Final words: Your SaaS Product Is Now Ready To Drive More Customers
With the rise in more SaaS content flooding the internet, it makes sense to give your product clarity.
Your messaging should be concise and transparent so that it doesn't necessarily trap your potential customers into second thoughts.
If you have anything to share and wish to add more value to this piece, drop your add-ons below. You can follow me on LinkedIn or shoot me an email.