16 July 2020 Re: Client Tags: Copywriting for SaaS companies   

Copywriting for SaaS companies   

SaaS copywriting, diving deeper into strategies and practical examples.

1. Meaning of SaaS Copywriting

SaaS copywriting is about creating compelling and engaging content that promotes software-as-a-service products. The core objective of SaaS copy is to attract potential customers, communicate the value of your product, and encourage users to take actions like signing up for a free trial, scheduling a demo, or making a purchase. Unlike traditional software that requires one-time purchases, SaaS is subscription-based, meaning that the copy must not only convert leads but also engage users long-term, encouraging retention and reducing churn.

Practical Example: HubSpot

HubSpot's copy often focuses on ease of use, seamless integration, and how it empowers businesses:

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- Headline: “Marketing, sales, and service software that helps your business grow without compromise.”

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- Explanation: This headline effectively combines value (business growth) with the core SaaS advantage (without compromise). It speaks directly to the user's needs, positioning HubSpot as a comprehensive solution.

2. Description

SaaS copywriting aims to communicate how the software solves problems for the customer. It takes complex products, often loaded with technical jargon, and presents them in a way that’s easy to understand. For example, instead of talking about "cloud storage infrastructure" (technical), a SaaS company might describe it as "access your files from anywhere" (user-focused). The description highlights the main benefits of the product while keeping the customer’s perspective in mind.

 Practical Example: Dropbox

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Dropbox simplifies the description of its product:

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- Message: “Dropbox makes it easy to store, sync, and share files in the cloud.”

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- Why It Works: Instead of talking about cloud servers or technical specs, Dropbox focuses on ease of use and accessibility. This resonates with users who are not technically savvy but need a practical solution to store and access their data from multiple devices.

3. What Should Be Included in SaaS Copywriting

Effective SaaS copywriting should include:

- Headline & Subheadline: The headline is the first thing people see and needs to immediately capture attention. The subheadline supports this by expanding on the core benefit.

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- Value Proposition: A concise statement that explains why your product is unique and why it’s better than competitors.

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- Benefits Over Features: While features describe what the product does, the benefits explain how those features help the customer. Benefits are more compelling because they demonstrate real-world value.

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- Social Proof: Testimonials, case studies, and reviews build trust and credibility, reassuring potential customers that your product works.

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- Call to Action (CTA): This is a direct invitation for the user to take the next step—signing up, downloading a demo, or starting a free trial.

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- Clear, Concise Language: Avoid complicated jargon that could confuse or alienate potential customers. Keep the language simple and focused on how your software helps solve their problems.

Practical Example: Salesforce

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Salesforce's homepage is a masterclass in SaaS copywriting:

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- Headline: “The world’s #1 CRM platform.”

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- Subheadline: “Manage customer data, nurture leads, and close more deals—all from one platform.”

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- Social Proof: They display logos of well-known companies like IBM and Adidas, along with customer testimonials.

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- CTA: “Start my free trial” and “Request a demo.”

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- Why It Works: The copy is clear and direct, emphasizing Salesforce’s status as the industry leader. The benefits—nurturing leads, closing deals, and managing customer data—are all tangible outcomes that prospective users care about.

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4. Why It Matters

Effective SaaS copywriting is essential because it:

- Boosts Conversion Rates: By speaking directly to the customer’s needs, a well-written copy can convert visitors into paying customers.

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- Reduces Churn: SaaS companies rely on customer retention. Engaging onboarding sequences, informative help documentation, and proactive support can keep users happy and reduce churn.

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- Differentiates Your Product: In a competitive SaaS market, clear, benefit-driven copy helps set your product apart from the competition. It makes your offering more memorable and positions it as the solution to a specific problem.

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- Educates Customers: SaaS copy can guide customers in understanding how the software works and how it solves their pain points. This is especially important for complex products with technical features.

Practical Example: Slack

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Slack focuses on improving workplace communication and productivity:

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- Message: “Slack replaces email inside your company.”

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- Why It Matters: This simple, effective copy demonstrates why Slack matters to potential users. Instead of bombarding them with technical details about integrations or features, Slack zeroes in on a pain point (inefficient email communication) and positions itself as the solution.

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 5. Where to Use SaaS Copywriting

SaaS copywriting is used at multiple customer touchpoints to maintain consistency and engagement throughout the customer journey:

- Website Landing Pages: The first impression of your product. It should clearly communicate the benefits and guide visitors toward signing up for a trial or demo.

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- Email Campaigns: Used for nurturing leads, onboarding new users, and retaining existing customers.

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- Product Descriptions: Should explain features while emphasizing how they provide value to users.

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- In-App Messaging: Helps onboard new users, guide them through product features, and upsell additional services.

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- Ads: Pay-per-click (PPC) ads or social media ads require a succinct, compelling copy to drive traffic and conversions.

Practical Example: Asana

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Asana’s homepage copy is simple but powerful:

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- Landing Page Headline: “Work on what matters.”

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- CTA: “Get Started” or “Try Asana for Free.”

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- Where It’s Used: Asana's landing page communicates the primary benefit of the product—helping users focus on essential tasks. The copy is straightforward, and the CTA encourages immediate action, driving sign-ups and free trials.

6. When to Use SaaS Copywriting

SaaS copywriting is relevant throughout the customer lifecycle:

- Attracting New Users: Ads, blog posts, and social media content drive traffic to your site, where landing pages should convert visitors into leads.

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- Nurturing Leads: Email sequences or drip campaigns provide valuable content, helping prospects learn more about your product and move closer to making a purchase.

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- Onboarding New Users: After signup, in-app messaging or email onboarding guides users through key features, making sure they get value from the product quickly.

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- Retaining Customers: Post-purchase communication (e.g., monthly newsletters or upgrade offers) can re-engage users, offer new features, or upsell premium plans.

Practical Example: Trello

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Trello uses a well-timed onboarding sequence:

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- Day 1 Email: “Welcome to Trello! Let’s get you started with a quick tour.”

- Day 3 Email: “Organize your projects with Trello’s templates.”

- Day 7 Email: “See how [User] achieved [Success] using Trello.”

- Why It Works: This sequence gradually introduces new features without overwhelming users, while using social proof to show the software's value.

7. How to Use SaaS Copywriting

Here are a few techniques to optimize SaaS copywriting:

- Tailor the Message: Craft messages specifically for your buyer personas. For example, a CEO might care about cost savings, while a developer might care about ease of integration.

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- Focus on Benefits: Always prioritize the benefits the user will experience. Instead of saying, "We offer 24/7 support," say, "Get peace of mind with round-the-clock support."

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- A/B Testing: Regularly test different headlines, CTAs, or email sequences to see what resonates best with your audience.

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- Simplify Complex Information: For technical products, avoid overwhelming your audience with jargon. Instead, break it down into digestible, benefit-driven messages.

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- Create Clear CTAs: Use actionable language that tells the user exactly what to do next—"Start your free trial," "Download now," or "Get started for free."

Practical Example: Zoom

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Zoom’s CTAs are consistently direct and focused:

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- CTA: “Sign Up, It’s Free” 

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- Why It Works: The simple, action-oriented language minimizes friction and highlights the value of a no-risk trial. It’s clear, concise, and encourages immediate action.

8. Challenges in SaaS Copywriting

Writing for SaaS companies presents specific challenges:

- Complexity of the Product: Many SaaS products have complicated features that are difficult to explain in simple terms.

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- Standing Out in a Crowded Market: The SaaS industry is incredibly competitive, so differentiation is critical. You need to highlight unique selling points (USPs) clearly.

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- Multiple Personas: A SaaS product may have different user personas (e.g., marketers, developers, business owners), each with different priorities and pain points. Crafting messages for these different personas while maintaining a consistent brand voice can be difficult.

Practical Example: Shopify

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Shopify overcomes complexity and market saturation by emphasizing simplicity:

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- Message: “Start, run, and grow your business.”

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- Challenge Solved: Shopify’s message breaks down a potentially complex platform into three simple, clear outcomes. This allows them to speak to both entrepreneurs and large businesses without overwhelming either group with technical details.

9. Tips

For Effective SaaS Copywriting

To improve your SaaS copywriting, consider these tips:

- Focus on the Customer’s Needs: Put yourself in the customer’s shoes and write copy that addresses their challenges, goals, and motivations.

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- Use Social Proof: Case studies, reviews, or testimonials build trust and help potential customers feel confident about their decision.

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- Be Concise: Avoid long-winded explanations. The simpler and more direct your message, the more likely users are to engage with it.

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- Create Urgency: Limited-time offers or exclusive promotions can create urgency, prompting potential customers to act quickly.

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- Incorporate Visuals: Use screenshots, diagrams, or infographics to illustrate the product's features or benefits. Visual aids make complex information easier to digest.

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Practical Example: Basecamp

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Basecamp uses minimalist copy combined with visuals to showcase how their platform works:

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- Message: “Basecamp is the all-in-one toolkit for working remotely.”

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- Why It Works: It’s direct, communicates a single benefit (working remotely), and is supported by visuals showing real users interacting with the platform. The copy is concise and easy to understand, which makes it highly effective.

10. Expected Results

When SaaS copywriting is done well, companies can expect:

- Increased Conversion Rates: Well-crafted CTAs and a benefit-driven copy will convert more website visitors into customers.

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- Higher Engagement: Engaging copy in emails and in-app messages leads to more users interacting with the product, whether it's by upgrading, referring others, or exploring new features.

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- Reduced Churn: Proper onboarding and continuous customer engagement reduce the likelihood of users abandoning your product.

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- Better Product Adoption: Effective onboarding copy helps users understand how to use your product quickly, ensuring they get value from it right away.

Practical Example: Canva

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Canva’s straightforward, user-friendly copy has helped them grow an enormous user base:

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- Message: “Design anything. Publish anywhere.”

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- Result: Canva’s focus on ease of use and accessibility has helped them achieve rapid user growth, and their onboarding process ensures users stick with the product.

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 11. Examples of SaaS Copywriting

Example 1: Dropbox Landing Page

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- Headline: “Keep life organized and work moving—all in one place.”

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- Why It Works: The copy focuses on the overarching benefit (organization and productivity) without diving into technical details. This makes the value clear to all user types, from individuals to businesses.

 Example 2: Slack CTA

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- CTA: “Try Slack for Free.”

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- Why It Works: It’s a direct invitation to experience the product risk-free. The word "free" encourages sign-ups by eliminating financial barriers.

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 12. Practical Example: SaaS Email Sequence for User onboarding

 Company: Intercom

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Intercom uses an email onboarding sequence to introduce new users to their platform:

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- Day 1 Email: “Welcome to Intercom! Start engaging with your customers today.”

- Why It Works: The copy encourages immediate action, highlighting the core value of the platform—engaging with customers. It's direct, personal, and action-oriented.

- Day 3 Email: “Automate conversations and provide faster support with Intercom’s chatbots.”

- Why It Works: This email introduces a key feature (chatbots) and explains how it benefits the user (faster support). It educates without overwhelming, guiding users to explore new functionalities.

- Day 5 Email: “See how [Company X] grew customer satisfaction by 30% using Intercom.”

- Why It Works: The email uses social proof to build trust and credibility. By showing real-world results, it reinforces the value of the product.

This type of SaaS email sequence builds trust, educates users, and helps increase long-term engagement, leading to lower churn rates.