2. Why copywriting matters for SaaS
86% of businesses will run their apps purely through
SaaS after 2022.
That means there are more opportunities than ever to
acquire customers as a tech business.
Nonetheless, sales won't be falling in your lap. ❌
But, SaaS companies will be sitting on a pot of gold if
they get this one thing right: copywriting.
4. Calls to action
The subtle strategies are often the most effective. One of which is the call to
action or CTA for short.
Calls to action are phrases and words that tells users to–as you could guess–take a
It most importantly removes thinking out of the equation. If they're already
emotionally invested in what you sell, it makes it much easier to push them over
the finish line.
5. Calls to action
Steve Krug, author of the famous web design book Don't Make Me Think: A
Common Sense Approach to Website Usability, said:
“Your objective should always be to eliminate instructions entirely by making
everything self-explanatory, or as close to it as possible. When instructions are
absolutely necessary, cut them back to a bare minimum.”
7. Calls to action
Here are some calls to action to use yourself:
● Get a demo
● Try a demo
● Get your demo
● Watch demo
● Contact us
● Schedule a consultation
● Schedule a call
● Let's talk
● Try for free
● Register for free
● Sign up free
● Buy now
● Buy today
● Purchase now
● Learn more
● See features
● See how
● Read more
9. Product benefits
If I were to ask you what your product does,
what first comes to mind?
I bet it's a list of features the SaaS application
is capable of doing. That's great and all, but it's
not entirely why customers are buying from
In fact, it might be the farthest thing from it.
10. Product benefits
Features are factual pieces of information. The
amount of users per account, pricing, integrations,
They need to be known, but they're not very sexy.
Benefits, on the other hand, are emotions and
experiences the customer will gain from using your
11. Product benefits
Let's look at Shopify, for instance. Navigating to one
of their features page, we're greeted with this hero
image and headline:
12. Product benefits
Below this, they explain further that selling online
with an e-commerce store is fast, easy, and scalable;
users will also impress customers with beautiful
15. Paint a picture in the customer’s mind
Imagination is emotion mixed with inspiration, and can help customers see themselves using
16. Paint a picture in the customer’s mind
Their ideal customer will read that and imagine the last time they experienced those situations
themselves, making them more interested in what Monday has as a solution.
And, do you know why imagination works so well? Because it's emotional.
No matter what someone is purchasing, there will be a degree of emotion involved in making a
17. Paint a picture in the customer’s mind
A study by Harvard Business Review
concluded that these are the top ten
emotional motivating factors for buying
18. Paint a picture in the customer’s mind
Try mixing these into the copy you write to evoke inspiration and the
deeper emotions before why a customer is buying from you.
Furthermore, help the customer understand what it would be like to use
your product by describing it through their eyes.
What feelings does it give? How does it navigate? How will it change
their day-to-day life?
20. Make copy specific
Vague copy never works.
That's like seeing a landing page for a SaaS product that says "Our
platform makes money and increases conversions."
That sucks. Customers would be jumping from their seats if it read
"Our platform has helped customers increase revenue by $500k
and conversions by 17%."
21. Make copy specific
Look at this case study for one of HubSpot's customers.
Using an exact percentage in the headline makes
the title much more interesting and powerful.
Readers will wonder how it was achieved,
potentially increasing click-through rate.
22. Make copy specific
At the bottom of the case study itself, there are links to other
success stories which state numbers, as well.
24. Use power words
A single word has the power to change our emotion,
thoughts, and actions.
In fact, in the book Words Can Change Your Brain, Andrew
Newberg M.D. commented “a single word has the power to
influence the expression of genes that regulate physical and
That's why I recommend leveraging power words in your
SaaS sales copy.
25. Use power words
The password manager software LastPass is a good example.
They sprinkle power words throughout their homepage copy
like "Simplify" in the headline here:
26. Use power words
And, what comes to mind when you hear "simplify?"
Perhaps relaxation, peace of mind, and improved
Below this they use the power words "best" and
"emergency" to describe customers are getting a top-
tier product that can prevent disasters.
28. Tone of voice and branding
If a customer were to visit your website,
Twitter account, and Facebook page, would it
sound like different people wrote the copy for
It's a common mistake.
Unfortunately, it can confuse customers and
waters down branding. This is because a good
brand is consistent. And boy do our brains
Irregularities are like a warning sign to our
reptile brain. Is something wrong? It seems
29. Tone of voice and branding
Neil Patel is a prime example. Here's what his blog copy looks
30. Tone of voice and branding
Moving over to his Twitter, we see the same style of
31. Tone of voice and branding
Finally, his Facebook posts keep the voice consistent
across all channels.
32. Tone of voice and branding
Ensure that when you're writing copy for your website, landing pages, and other assets that the
voice is the same.
However, the tone can change. Think of voice as your brand's personality while tone is how an
individual message is said.
You wouldn't write a blog post how you'd write a user guide, for example. The first could be
much more casual while the second would need a more semi-serious tone to guide users through
34. Get the customer saying yes
Joseph Sugarman is one of the world's best copywriters. He
also pioneered a strategy known as the "slippery slope."
This is the idea that you take advantage of sentence structure
and formatting to keep readers on the page for as long as
One component of the slippery slope is asking questions.
35. Get the customer saying yes
This engages the reader directly and feels like you're asking
them a question personally.
Furthermore, it gets them saying "yes" which increases their
chance to say yes to a call to action later.
Ask questions related to your customer's experience and pain
points throughout your website, such as:
● Do you want X result?
● Are you experiencing X problem?
● Does X symptom sound familiar?
36. Get the customer saying yes
Chargify, the payment processing SaaS business, asks a
question above the fold of their homepage.
38. The “F” pattern
Design and copy go hand-in-hand. They're like peanut butter and jelly.
Studies have also found that our eyes tend to move in the exact same pattern on web
pages which takes the shape of the letter "F."
Think about it like this:
39. A user will normally look at the logo on the top left and over to the navigation on the
Their eyes then move down and over to the right where calls to action and important
text usually are placed.
SaaS companies can take advantage of this by putting the most important copy and CTA
on the second horizontal line as seen above.
This will maximize the amount of users who contact you, sign up for a demo, etc.
The “F” pattern
41. Survey customers for insight
Writing effective copy stems from knowing your
customers like a best friend.
This helps you craft pages that align with their goals,
feelings, values, and fears.
One of the best ways to get this information is to
You'd be surprised how many customers will gladly
give you feedback after a good experience.
42. Survey customers for insight
Use a free tool like Cognito Forms to create surveys for
customers. Here's how:
Click the "Begin Building Now"
button on the homepage.
43. Survey customers for insight
Clicking a box with a plus symbol will allow you to
add elements like questions, check boxes, and more
from the left sidebar.
The title of each element and their
individual settings can be tweaked
from the sidebar, as well.
44. Survey customers for insight
Register for an account and it will forward you to
the Cognito Forms dashboard.
Click the form you created from the "All Forms" list.
Then, choose between the sharing options.
46. Don’t be afraid to brag
Social proof is big. So, don't be afraid to brag.
Have you worked with Fortune 500 clients? Show me.
Did you volunteer and make a difference? Show me.
Did your app help a business rapidly grow? Show me.
This can be as simple as showcasing the logos of large
brands you've acquired as customers, like this:
47. Don’t be afraid to brag
Accompanying a logo bar with the headline "Trusted the world over" implies that
Slack (the company in the screenshot) is trusted by the world's most reputable
This is becoming increasingly important as 63% of consumers need to hear company
claims before buying from them.
And, if companies like AirBnB and Ameritrade trust them, why wouldn't an everyday
48. Learn more or get copywriting services at