Good copywriting boosts sales for SaaS businesses.
Chances are you’ve heard that before, but what does it mean?
So how do you solve this? How do you make people more interested in your software? By writing better copy with the 9 SaaS copywriting strategies in this article.
These strategies will help you generate enthusiasm for your software and stop losing out on conversions.
Keep reading if you want to start implementing these strategies today.
Table of Contents
Before you start writing copy, think about who you’re writing to first.
Who’s your target audience?
Sure, they’re business owners who need software to help them achieve their goals or mitigate pain points. That’s a good start, but think about them on a deeper level. What’ll convince them that your offer is the right solution for their business?
Since your prospects’ main concern is their business’ performance, you need to show how your software will generate positive outcomes. That means highlighting your offer’s benefits and demonstrating them in a compelling way.
So what are these benefits? How do they help your customers achieve their goals? You can try answering these questions yourself, but that won't give you the full picture. If you want to get more specific answers, try asking past customers.
Think about it: your customers have real experience implementing your software into their business. They can provide a wealth of insights you can promote back to prospects. Here are some things you can try.
If you want to learn about real outcomes prospects can expect to achieve, check in with previous customers. Send them surveys that ask about their experience. You can also request interviews with customers you’ve had a long-term relationship with for more personal answers.
To increase your chances of getting a response, try offering an incentive. For example, you could offer a 10% discount on their next subscription renewal. Or they could win a chance to get featured on your website or social media channels.
Regardless, make sure you ask the right questions. Here are some ideas:
Don’t forget to ask about the features, too. Customers might enjoy features you’re not marketing as much as features. Asking these questions will help you highlight the benefits you might not be able to imagine yourself:
You can use these answers as evidence to show how your software will help future customers. With your help, prospects will imagine how they can achieve these outcomes for themselves. This will further convince them to try your offer.
Your target audience cares about the benefits they’ll enjoy and the business problems they’ll avoid. The survey and interview answers will help you understand and address their pain points better.
That doesn’t mean you have to be a downer and harp on the negatives your customers face. Instead, you can market your software in a way that reassures your audience.
Let’s say past customers mentioned that your inventory tracking software helped them keep track of what’s in stock. No more missing orders, no disorganization, no wasted time. Just a smooth digital system that helps manage their business.
You can bring up these pain points in your copy to get prospects’ attention. Maybe a headline could read: “5 Ways You Can Take Total Control of Your Orders.”
You can even reuse your customers’ words in your sales copy. Prospects often have the same issues and concerns that customers had at one point. If you phrase their worries in a way that resonates with them, they’ll feel like you understand their needs.
This will help them build a sense of trust and security with your brand — bringing them that much closer to converting.
Typical copywriting advice will tell you to highlight benefits over features. While that’s true most of the time, it’s a little different for SaaS copywriting.
Your software’s features are its main selling points. That’s why you need to specify and expand on the features. Try to explain how the features lead to the positive outcomes your customers want to achieve.
Let’s go back to the inventory software example. Imagine the software is cloud-based and updated in real-time. You could explain how this helps businesses mitigate inefficiencies, disorganization, and order mistakes.
By dedicating special attention to the features, prospects will learn what they can do with your product. It’ll help them gauge whether or not your software will help them reach their goals. This will also help customers differentiate your software from competitors.
Think about how to present your features in a methodical way. Don’t just list them off at random. Instead, write features in order of importance. Then, use the answers from your customer surveys and interviews to see which features help them the most.
Bottom line: if you can demonstrate positive results with each feature, prospects will want to experience it for themselves.
Here's how you can use "benefit-centric" copywriting to skyrocket conversions.
Now that you’ve clarified your most important information, decide how you want to present it. What will your brand’s tone and voice sound like?
Think about how you want to come off to your customers. Do you want to sound professional? Technical? Approachable? Informational? Humorous? A combination of these things?
If you’re not sure, go back to your customer surveys and interviews. What are some common feelings or emotions they brought up? Maybe they mentioned that your software was reliable. Or they felt like their business was in good hands after working with your brand.
What does that tell you? It shows that your customers gravitate toward a dependable, trustworthy, and devoted company that cares about their needs. With these clues, you know how you need to address your audience.
Choosing your brand’s tone based on customer responses will help you reach your core audience in the best way. You’ll speak to them in a language that addresses them and their needs.
This will differentiate your brand from the competition and help customers build a sense of trust and familiarity with your brand.
Learn how to build a powerful personal brand through copywriting here.
Settling on your brand’s tone will also help you keep your copy consistent.
Think about it: if customers read your copy with different voices or styles, they’ll get confused. They’ll feel like it’s difficult to connect with your brand. If worse comes to worst, they might look for another brand instead.
Maintain the same tone of voice throughout your copy to make sure that doesn’t happen.
After gathering customer insights about your business and offer, you’re ready to write copy. Before you start, keep in mind that compelling copy is all about creating a story.
It might sound a bit sudden, but storytelling is a vital copywriting strategy. It helps you create a narrative that centers your target audience’s perspective and experience.
While it’s true that you’re marketing software to businesses, you're still interacting with people. That’s an important point because people need to be convinced that buying something will be worth it.
To do this, take your customers through a journey about their desires and fears. Show them how your software can help them get what they want. Demonstrate how they can overcome obstacles with your features.
Storytelling works because it builds relationships between people. When you hear another person’s story, you feel more connected with them. That can strengthen bonds between your customer and your brand.
If customers feel like they’re the main character in your story, they'll feel more compelled to convert.
A great way of enhancing your storytelling is using language that evokes emotions in the reader.
This doesn’t mean pouring your heart out on the page (in fact, please don’t). Instead, use words that trigger an emotional response in the reader.
Make them feel excited about the outcomes they can achieve with your software. Appeal to their current anxieties so they’ll want to try it right away.
Everyone wants to think their actions and decisions are driven by logic and reasoning. The truth is that people haven’t evolved that far yet. Human beings are still driven by their emotions, even when deciding whether to buy something or not.
The good news is that you can prompt your audience’s decision-making process by appealing to their emotions.
Four main emotions drive customer behavior: desire, anger, fear, and anxiety. These feelings prompt people to take action. You can tap into these emotions to make your copy more compelling.
Here’s what this looks like in action:
“Want to be an industry leader? Try out our software that CEOs and insiders love. You’ll be in good company.”
“Don’t let business inefficiencies ruin your growth. Try out our software yourself with this free trial.”
“Are these mistakes costing you conversions? Check out our latest blog post to see if you’re making these four common mistakes and how to fix them.”
“Is your business optimized or are you losing money by the minute? Check out the top five ways customers use our software to streamline their businesses.”
The right words can leverage your customers’ emotions and influence them to take the right action and compel them to convert.
While you can be creative with storytelling and appealing to your audiences’ emotions, nothing should ever overshadow your copy’s main message.
Your copy needs to explain why your software is the best solution for your audience. Think about how it’ll help them reach their business goals and mitigate business pain points.
You also need to provide evidence for these outcomes by highlighting past customers’ outcomes and achievements.
To make sure you’re being as clear as you can, go back and self-edit your copy. Then, double-check to see if you hit all of these main points.
You can also ask someone else to read your copy. Ask them if these main points are clear in your copy. If not, you’ll know what you need to clarify.
You should also be clear about your software’s best uses. In which ways can customers get the most out of your software’s features?
You can do this by showing tutorials that are easy to follow. Use images or videos to illustrate what users can do with your software and how they can do it.
Remember: sounding too stiff and dry won’t spark your audience’s imagination or excitement about your solutions. Coming off as excessive and indulgent will also put them off.
Your copy needs to strike a careful balance between being creative and clear at the same time. Self-editing your work will help you make sure of this.
Learn how to effectively proofread and self-edit your own copywriting here.
Now that you’ve written the body copy, go back and construct your headlines.
This might be a surprise, but many copywriters end with their headlines. Think about how hard it is to write headlines if you don’t know what you’re talking about in the first place. Finishing the body copy first will help you describe what your audience will learn through your headlines.
That’s not the only thing your headlines should do, though. They should also attract your reader’s attention. That’s true, but attention spans get shorter with the amount of content people see every day. Because of this, most readers won’t read past the headline.
If they don’t make it past yours, all the hard work that went into your body copy will go to waste. To make sure your headlines grab and hold your audience’s attention, they need to do the following:
One way to construct attractive headlines is by piquing your audience’s curiosity.
Think about what kinds of information they’d want to know, like valuable information that’ll help their business thrive. Then, create headlines that will make your audience want to learn more.
These should give you an idea of what you’re looking for:
Even though you’re trying to attract your audience with desirable outcomes, you still need to set realistic expectations.
In other words, don’t promise something you can’t deliver. Imagine reading this as a prospect: “Here’s how to get your business to the top of your industry, guaranteed!”
It’s misleading and unethical. Plus, your audience won’t be fooled. They’ll immediately disregard these ridiculous claims. It’ll also give them a poor impression of your business.
The best way to set up realistic expectations is by being specific about what previous customers have gained. Here are some examples:
Including keywords in your headlines can grab your audience’s attention. If you use the keywords your customers are searching for, they’ll feel like your copy was written with them in mind.
Plus, it’ll rank higher on search engines.
To make sure you’re choosing the right words, use free online tools like Google Trends, Ahrefs’ Keyword Generator, and Keyword Tool.
When you find the right keywords, make sure to incorporate them into your headlines for maximum visibility.
Writing headlines with these points in mind will help you attract more readers to your copy, increasing your chances of conversions.
Landing pages are where prospects come to convert. That’s why it’s important to optimize yours.
Imagine someone clicking on a lackluster landing page on your website. It’s scary to think about, but what do you think the reader’s impression will be?
They might feel overwhelmed — or underwhelmed. If you’re concerned about those possibilities, check out this article about the ways your landing pages could go wrong.
The main priority is testing out your landing pages through A/B testing. That could include testing the headline, body copy, CTA, font, color, and even the size of your landing pages.
Create multiple versions of your landing pages and compare their results. Which landing page generates the most conversions? Once you have this information, you’ll know which version works best for your business.
Until then, keep testing and measuring your landing pages.
CTAs are supposed to compel your audience to take the action you want them to take. In other words, they should make your audience convert. A great way to ensure this is by connecting CTAs with the outcomes your audience wants.
These sample CTAs refer to the outcomes your audience wants to experience. Including them in your CTAs will prompt readers to take action right away.
For stronger CTAs, use active words or phrases to excite the reader into taking action, such as:
This isn’t an exhaustive list, but it’s a good start.
Bland words or phrases like “Submit info here” won’t propel the reader into action. Instead, they’ll feel like there are no stakes. There’s no reason or sense of urgency to push them to convert.
To avoid this, use these strategies to design your CTAs. It’ll convince readers to take that next step and convert.
These strategies will help you convince readers to try and even buy your software.
Remember, you need to showcase the benefits of your software. Think about how customers will benefit from it. Which problems will your software solve? How can the features help people achieve these desired outcomes?
If you can weave these answers into a story that your audience can identify with, your message will be even more powerful.
Readers will internalize your brand’s message and the ways you can help them meet their goals. They’ll feel even more excited to experience it for themselves.
In the end, compelling your audience through the right language will motivate them to click your CTAs.
Their problems will be solved, and your conversions will increase. It’s a win-win situation for you and your prospects.
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