Proven strategies for high-performing SaaS copywriting

27 November 2023
11 minutes

In short

We know from many years of working with some seriously talented copywriters that all types of content require specific skills and SaaS copywriting is no exception.

In a highly competitive market where persuasion is everything, SaaS writers have to get under the skin of their product, converting technical specs into accessible sales copy, channelling their audience’s pain points and aspirations and making them believe in the products and the company behind them. It’s a tall order, but these techy champs always rise to the occasion.

In this comprehensive guide, we’ll delve into the core aspects of SaaS copywriting, from its definition to the importance of creating effective content strategies and which pitfalls to avoid. We’ll provide tips on how your business can develop and deliver the SaaS content marketing plan to get your brand ahead in a market which keeps surpassing growth expectations.

Let’s get cracking.

What is the definition of SaaS Copywriting?

SaaS copywriting is the specialised art of crafting compelling and persuasive content for software-based products and services. In some ways, it goes beyond so-called traditional copywriting as it involves understanding intricate technical details and translating them into user-friendly, engaging language.

For example, 84% of SMBs have at least some difficulty using new cloud applications so the copy needs to be created and refined by a copywriter who has deep knowledge of explaining complex processes and can choose language that will be useful and not intimidating to readers. On the other end of the knowledge scale, SaaS writers need to be able to write authoritatively about intricate technical specifications as their audience also includes IT experts and IT procurement execs.

What is the importance of SaaS copywriting for companies?

The SaaS market continues to go from strength to strength. In 2023, the market is estimated to be worth approximately 197 billion U.S. dollars and is estimated to reach 232 billion U.S. dollars by 2024.

SaaS copywriting is indispensable for tech companies due to its ability to enhance brand visibility, drive conversions and establish trust among potential and current customers.

It bridges the gap between complex technical jargon and user comprehension, ensuring that the unique features and benefits of a SaaS product are effectively communicated.

a photo of a Saas copywriter who creates product descriptions, landing pages, and email marketing campaigns

What does a SaaS copywriter do?

In 2023, organisations used an average of 130 SaaS products, up 18% compared to 2022. So, in short, SaaS copywriters have a lot of work to do! A SaaS copywriter wears many hats, from creating product descriptions and landing pages to composing email marketing campaigns for every stage of the buyer journey. They are responsible for translating technical specifications into user benefits, making the product relatable, understandable and attractive to the target audience(s).

Let’s take a look at these talented scribes’ duties in more detail.

What are the different types of SaaS content a copywriter works on?

Currently, there are over 30,000 SaaS companies worldwide. Plus, with the avalanche of AI applications launching across both B2B and B2C sectors, the number of SaaS apps is expected to grow as high as 175,000 by 2024.

As you can imagine, then, SaaS copywriters are required to work on a wide variety of content types, including product descriptions, blogs, e-books, landing pages, email campaigns and social media posts. Each type requires a different approach, understanding the specific channel and audience to optimise its impact.

SaaS-certified copywriters may also work on SEO and PPC campaigns, and contribute to the company’s wider marketing strategy.

Why should companies write SaaS copy differently?

As you can see, a different content marketing approach is required with SaaS copywriting. Here’s why:

Understanding the unique aspects of SaaS products

SaaS products often have unique challenges, such as intangible features and subscription-based models or pricing that are hard to communicate without a consultation. Copywriters must grasp these aspects to create persuasive content that addresses potential concerns and showcases the product’s value.

A photo that visualises the challenges and considerations for SaaS copywriting such as data privacy and security concerns

15 Challenges and considerations in writing effective SaaS copy

  1. Technical complexity: SaaS products often involve intricate technical details that are challenging to simplify for a non-technical audience. Copywriters must find the balance between technical accuracy and user-friendly language.
  2. Market saturation: The SaaS market is highly competitive, with numerous companies offering similar services. Copywriters face the challenge of making their products stand out amidst a sea of competitors, emphasising unique selling points effectively.
  3. Rapidly evolving technologies: Technology is constantly evolving, leading to frequent updates and new features in SaaS products. Copywriters need to keep pace with these changes and effectively communicate the benefits of new features to the audience.
  4. Intangible features: Unlike physical products, SaaS products often offer intangible features. B2C and B2C SaaS copywriters must creatively describe these features, making them understandable and relatable to the users’ needs and challenges.
  5. Data privacy and security concerns: According to research by LogicMonitor, security (66%) and compliance (60%) are the top challenges of using public cloud services for enterprise IT executives. With the increasing focus on data privacy, SaaS companies face the challenge of addressing users’ concerns regarding data security. Copywriters need to assure users about the safety of their data without resorting to technical jargon.
  6. Limited attention spans: Online users have short attention spans. Copywriters need to capture their attention quickly and deliver the key message within seconds.
  7. Global audience: SaaS companies often have a global user base, leading to language and cultural differences. B2B and B2C SaaS copywriters must create content that is not only language-neutral but also culturally sensitive, ensuring it resonates with diverse audiences.
  8. Balancing features and benefits: While features are important, most users are more interested in the benefits a SaaS product provides. Copywriters face the challenge of striking a balance between explaining features and conveying how these features directly address users’ pain points and add value.
  9. Adapting to different platforms: Research from Adobe revealed that with customers always on the go, 45% expect content to display correctly across different devices. To cater for this active audience, copywriters must ensure that their content is responsive and adapts seamlessly to different screen sizes, maintaining readability and engagement across devices.
  10. Compliance and regulations: SaaS companies must adhere to industry-specific regulations and compliance standards. Copywriters need to ensure that their content aligns with these regulations while still being persuasive and engaging.
  11. Client-specific knowledge: Freelance copywriters often work with different SaaS clients, each having its unique industry, target audience and product features. Acquiring in-depth knowledge about each client’s domain and translating it into compelling copy can be a challenge.
  12. Ever-changing SEO algorithms: Search engine algorithms are constantly evolving. Copywriters need to stay updated with the latest SEO trends and techniques to ensure that their content remains visible and accessible to users through search engines.
  13. Feedback interpretation: Copywriters must interpret feedback from A/B tests, user surveys and other sources to understand user preferences accurately.
  14. Short product lifecycle: Some SaaS products have short lifecycles due to rapidly changing technologies or market demands. Copywriters must create content that remains relevant and compelling even as the product evolves or faces updates.
  15. Maintaining consistency: SaaS companies often have multiple touchpoints with users, including websites, apps, emails and social media. Copywriters must maintain a consistent tone, style and messaging across all these channels, ensuring a cohesive brand experience.

How can SaaS copywriting benefit companies?

Now let’s look at some of the key benefits of using the best SaaS copywriters.

1. Increases conversion rates and sales

Effective B2C and B2B SaaS copywriting can significantly increase conversion rates and drive sales. By focusing on user pain points and demonstrating how the product solves specific problems, copywriters can create a sense of urgency and encourage conversions.

2. Building brand authority and trust

Trust is crucial in SaaS writing marketing. Copywriters can build brand authority by creating content that showcases the company’s expertise, reliability and customer satisfaction. Case studies, testimonials and transparent communication can establish trust among potential customers.

3. Educating users about product features and benefits

SaaS copywriters play a vital role in educating users about the features and benefits of a product. They simplify complex concepts, highlight key functionalities and emphasise how the product addresses users’ needs, thereby helping potential customers make informed decisions.

5 tips and strategies for effective SaaS copywriting

1. Identify the target audience and speak their language

Understanding the target audience is fundamental to effective SaaS copywriting. Copywriters should conduct thorough market research to identify customer pain points, preferences and communication styles. Tailoring the content to resonate with the audience’s language and preferences enhances its impact.

2. Use persuasive techniques

SaaS copywriters employ persuasive techniques such as storytelling and emotional appeals to create a connection with the audience. By crafting narratives that highlight real-life scenarios and demonstrate the product’s benefits, copywriters evoke emotions that drive user engagement and conversions.

3. Incorporate data and statistics

Data-driven content is highly persuasive. SaaS copywriters should incorporate relevant statistics and data to support product claims. Whether it’s showcasing user success rates or comparing the product’s efficiency with competitors, data adds credibility to the content.

4. Create catchy headlines and compelling CTAs

Headlines are the first point of contact with the audience. They should be concise, engaging and indicative of the content’s value. Additionally, compelling calls-to-action (CTAs) guide users on the next steps, whether it’s making a purchase, signing up for a trial, or downloading a resource. A well-crafted CTA influences user behaviour and boosts conversions.

5. Optimise content for easy reading and scanning

Online users tend to scan content before deciding to read it thoroughly. SaaS writers should optimise content for easy scanning by using bullet points, subheadings and concise paragraphs. Formatting techniques enhance readability, ensuring that users quickly grasp the essential information.

a photo of a person with a sign "to avoid" in SaaS copywriting

5 Pitfalls to avoid in SaaS copywriting

As you can imagine with such a complex market, there are a number of pitfalls to avoid.

1. Not resonating with the target audience

One of the significant pitfalls in SaaS copywriting is failing to resonate with the target audience. Copy that does not address the specific needs and concerns of the audience is likely to be ignored. Thorough audience research is essential to avoid this pitfall.

2. Overuse of jargon or technical terms

While technical details are crucial, overloading the content with jargon can alienate users. SaaS copywriters should strike a balance between technical accuracy and user-friendly language. It’s essential to explain complex terms in simple terms to ensure that the content is accessible to a broader audience.

3. Neglecting the brand story or unique selling propositions

Every SaaS product has unique selling propositions that differentiate it from competitors. Neglecting to highlight these USPs in the copy is a missed opportunity. SaaS copywriters should understand the brand story and emphasise what sets the product apart, creating a compelling narrative that resonates with the audience.

4. Focusing too much on features instead of benefits

While features are essential, users are more interested in how these features benefit them. SaaS copywriting should focus on the benefits users gain from the product. SaaS writers should answer the crucial question: “What’s in it for the user?” Clearly communicating the value proposition enhances user engagement and conversions.

5. Neglecting search engine optimisation (SEO)

In the digital age, online visibility is key to attracting potential customers. SaaS copywriters should optimise content for search engines by conducting keyword research and integrating relevant keywords naturally into the copy. SEO-optimised content enhances the company’s online presence and attracts organic traffic.

The role of testing in SaaS copywriting

Testing content is vital in the competitive SaaS market. Let’s explore why, and what the most effective methods are.

Importance of A/B testing to optimise SaaS copywriting effectiveness

A/B testing is a crucial strategy in SaaS copywriting. It involves comparing two versions of a webpage, advert, email or other content marketing asset to determine which performs better. By testing different headlines, CTAs, or content structures, companies can identify the most effective copy elements and optimise their marketing efforts accordingly.

Methods and tools for conducting A/B tests on SaaS copywriting

Various tools and platforms facilitate A/B testing, allowing companies to experiment with different copy variants. Tools like Google Optimize, Optimizely and VWO (Visual Website Optimizer) provide robust features for creating, managing and analysing A/B tests. Marketers can use these tools to refine their SaaS copywriting and improve conversion rates.

Top tip: Don’t forget to test one thing at a time so you know what is and isn’t working. You should also leave the test to run for a while so you can get a real feel for what is happening.

How to hire a skilled SaaS copywriter

Not every brand can manage all its content requirements in-house. There’s a lot of work involved and we all have a big to-do list to manage as it is! Here are some tips for hiring a talented SaaS copywriter.

Identifying critical skills and qualifications in a SaaS copywriter

When hiring a SaaS copywriter, looking for specific skills, experience and qualifications is essential. Apart from excellent writing skills, a SaaS copywriter should have a deep understanding of SaaS products, market trends and digital marketing strategies. Proficiency in SEO, data analysis and content optimisation is also valuable.

Tips for evaluating and selecting the right copywriting candidate

During the hiring process, evaluate candidates based on their portfolio, industry knowledge and ability to adapt to different tones and styles. Conducting a writing test specific to SaaS copywriting can provide valuable insights into the candidate’s skills.

Additionally, consider their experience in collaborating with design and marketing teams, as effective communication and teamwork are crucial in copywriting roles.

How Contentoo can help your SaaS company with quality content

Contentoo is a leading content creation platform that connects businesses with skilled writers, including experienced SaaS copywriters.

By partnering with Contentoo, you can access a pool of talented writers who understand the nuances of SaaS products and the best ways to market them.

Working with Contentoo’s copywriters and content marketers means you’ll always get high-quality, tailored content that resonates with your target audience, driving engagement and conversions and building brand loyalty.

Check out our Foleon case study to learn how Contentoo helped them with their content marketing growth!

Examples of successful SaaS copywriting campaigns

Looking for some inspiration? Let’s take a peek at a couple of brands that are succeeding in SaaS copywriting.

Case studies of companies with effective SaaS copywriting

Slack: Why Slack’s copy is successful

Slack, a leading team collaboration platform, has gained widespread recognition for its effective SaaS copy strategy. Their success lies in the simplicity, clarity and relatability of their copy. Here’s why their approach works:

  • Clarity in messaging: Slack’s copy is incredibly clear. They succinctly explain their value proposition – bringing teams together and making collaboration easy. This simplicity immediately resonates with anyone seeking streamlined team communication.
  • Relatable language: Slack uses relatable, human language. Their copy doesn’t delve into technical jargon but focuses on real-world scenarios. They emphasise how Slack solves common workplace communication problems, making it relatable to office workers across various industries.
  • Problem-solution approach: Slack’s copy identifies common workplace challenges related to communication, scattered information and fragmented workflows. Their solution is presented clearly, showcasing how Slack can transform chaotic communication into organised, productive collaboration.
  • Visually engaging content: Slack combines its copy with visually engaging content, including screenshots and animations. These visuals provide a glimpse into the platform’s user interface, reinforcing the ease of use and functionality described in their copy.
  • Consistent tone across platforms: Whether on their website, in emails, or within the app, Slack maintains a consistent tone. This unified messaging creates a seamless user experience, reinforcing their brand identity and making users feel comfortable and familiar with their products.

Canva: Why Canva’s copy is successful

Canva, a popular graphic design platform, has excelled in the SaaS industry due to its user-centric copy strategy. Their success can be attributed to the following factors:

  • Inclusive language: Canva’s copy is inclusive and inviting. They use language that welcomes users of all skill levels, from beginners to professional designers. By being inclusive, Canva positions itself as a platform accessible to everyone, fostering a diverse user base.
  • User-centric approach: Canva’s copy revolves around the user. They focus on the benefits users gain from their platform – the ability to create stunning designs without any design skills. Their messaging emphasises empowerment, creativity and freedom. Users are not just using a tool; they are expressing their ideas and visions.
  • Interactive onboarding: Canva’s onboarding process includes interactive tutorials and helpful pop-ups with clear, concise copy. These elements guide users through the platform, demonstrating its features and encouraging them to explore. The copy in these interactive elements is friendly and encouraging, making users feel confident about using the platform.
  • Personalisation: Canva employs personalised copy within the platform based on user actions. For example, when a user completes a design, Canva provides positive reinforcement through copy, acknowledging the user’s creativity and encouraging them to continue exploring. This personal touch enhances user engagement and satisfaction.
  • Educational content: Canva doesn’t just provide a tool; it offers a wealth of educational content. Their blog posts, tutorials and design resources are accompanied by clear, instructional copy that simplifies complex design concepts. This content strategy establishes Canva as an authority in design while empowering users with knowledge.


In both examples the key to their successful SaaS copywriting strategies lies in their ability to connect with users on a personal level, simplifying complex concepts and focusing on the real-life benefits users gain from their platforms.

These companies demonstrate that effective SaaS copywriting goes beyond technical features; it’s about understanding users’ needs and aspirations and addressing them in a clear, relatable and empowering manner.

Your next steps to creating winning SaaS content

We hope this guide has given you some food for thought for your own SaaS content and how it could be improved or enhanced to help you win even more customers. Software-based copy is a challenge — there’s no two ways about it. And being able to view the brands we serve objectively can be difficult, especially when making an instant impression is so important.

Our highly talented SaaS copywriters are just waiting to help you achieve your business goals, so give us a call and let’s get your brand and products in front of the people who matter.

Experience top-tier content creation with Contentoo. Click here to learn why we’re the preferred choice for quality, speed, and expertise in content marketing.

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