Best Practices for Writing Compelling Copy for Your SaaS Website

7 seconds. That’s how long you have your audience’s attention before they jump on something else. And for Gen Z audiences, that window gets smaller to only 3 seconds.

As new generations of consumers enter the market, marketing professionals must adjust their content marketing tactics and tailor them to these customers. Why is this important for website copy? Well, as the digital marketing space continues to evolve, brands that lack effective copywriting will struggle to capture the loyalty of their target customers.

For professional marketers, understanding how to write engaging, exciting, and educational copy is what makes your brand stand out in the competition.

Before we get into the best practices, let’s look at the basics of website copywriting.

Use rhetoric and empathy 

Empathize with your ideal reader’s fears and dreams – understand how your product or services will solve their struggles. Know the benefits they’ll experience and speak directly to your audience.

However, using logical and ethical appeals in your website copy is also crucial. By using social proof, case studies, and other Key Performance Indicators (KPIs), you can showcase how your products and services have impacted your clients. 

Convince readers that your company has everything they want to solve their problems, whether it is years of industry experience, endorsement from the world’s biggest players or taking an innovative approach to the problem your readers want to solve.

Before you start writing your copy 

Make sure you have a solid foundation to build your site’s copy. Without it, you’ll re-do and re-write the same copy repeatedly. Therefore, make sure to have the following when writing copy:

• Topic cluster
• Focus keyword
• Breadcrumb menu
• Current URL Slug
• New URL Slug

In addition, if your team is collaborating on the copy, include sections for the original writer and editor approvals if needed. This will ensure your copy is properly edited before it is included in the website copy. Successful website copy is carefully planned and optimized, so do not rush it.

Now that we have the basics out of the way let’s get into the main stuff.

4 ways to write better copy for your SaaS website

Here are our tips for writing compelling, engaging, and clear website copy for your SaaS website.

1. Write with the goal in mind 

Before you start typing a word, ask yourself these questions:

• What do you want to achieve through your website?
• What do your customers care about? 
• What does your business want to express?
• Do you welcome each persona (or type of visitor)?

Determine the type of CTA for every persona and make sure the copy is mapped to drive the appropriate actions based on your goals. However, don’t just think about your end goal – consider the user’s intent when exploring your web pages. 

User intent is what visitors intend to do when they land on your site. This includes signing up for a consultation or a new service, purchasing a product, or reading more helpful knowledge on your blog.

Whatever your “end goals” are, tailor your language toward your personas that will direct your visitors to the desired action. Whether it’s filling out a form, making a consultation request, or clicking a button, include all the essential steps or information throughout your visitor’s initial experience. 

2. Consider the user experience

When writing a copy for your SaaS website, the different sections should tell a story about the end-user.

This is why it’s crucial to have a proper page layout and copy flow to ensure your readers won’t bounce or leave your page frustrated as they can’t find what they came to do. Assess your website page flow and ensure that first-time readers will seamlessly navigate down the home page (and other pages) and will understand the “what, how, and why” part of your business’s solution.

Create a copy that guides your readers from one point in the buyer’s journey to the next, and ensure you don’t jump around between stages without proper context.

3. Focus on benefits instead of features

As the world-famous marketer Seth Godin states, “People don’t care about what you make; they want what it will do for them. They want what it will make them feel.”

Very few of your users will know or care about your product’s technical details and features when they are trying to find a solution to their problems. What your product does is much more important than how your product works.

When writing website copy, you have a limited time to explain something complex to your reader. Start with the benefits your customers will experience when using your products or services and make them visualize how it will affect their lives by using it.

Adjectives and verbs can emphasize these benefits. Make your audience excited about using your product or service in their daily lives. For example, Adobe uses a copy like “Turn breathtaking views into landscape photos that stand out.” This helps visualize the benefit of using their products and solutions in your life.

4. Stay consistent 

From the language that surrounds the product features, the benefits, and your business, there shouldn’t be any inconsistencies across your website. Creating and following a brand style guide before making content is essential to standardize messaging.

When you apply your messages around your products and services, you’re expressing your values to your readers and what they can expect to gain from your brand. This lets you establish your competitive positioning across your industry and elevate your brand promise.

Next steps to your SaaS website copy

Still trying to figure out where to start? Don’t put all your website copies in the bin or keep looking for other guides. Our tips above are all you need to create a high-converting website for your SaaS business. 

Instead, observe what you’ve already created and analyze different ways to optimize your content using the 4 tips above. Your content is valuable, and once you understand what your reader desires, it’s easy to tailor it for user experience.

With time, effort, and practice, you’ll find it easy to write effective website copywriting. Thanks for reading, and happy writing!