B2B SaaS Copywriting Secrets That Will Skyrocket Your Conversions

In the world of B2B SaaS, having excellent copywriters is just as important as having a team of skilled developers. Regardless of how robust, effective, revolutionary, and easy-to-use your SaaS is, you’ll never make a profit unless you get it in front of your target audience and convert them into paid users.

Whether you’re planning on publishing a ton of content in order to generate organic website traffic or plan to rely on paid advertising to get your SaaS in front of your target audience, the main question is how do you get other companies to subscribe. 

Once someone finds out about you and visits your website, it’s the job of a SaaS copywriter to get them to sign up for your service through high-quality, persuasive, compelling copy.

In this article, we’ll show you how B2B SaaS copywriting works and what you should focus on to get the most out of your copy.

B2C vs. B2B SaaS Copywriting

Copywriting for SaaS is different from regular copywriting, as you’re not trying to sell a product but a subscription. The main goal is to let the reader understand how exactly they will benefit from paying continuously for your services. 

While you need to explain the features of your software, what you should highlight are the benefits they’ll enjoy after subscribing to your SaaS. As you’re talking to other companies here, the main benefits you should focus on are productivity, profitability, cost-effectiveness, and the time your solution will save them.

There’s a further distinction between B2B SaaS copywriting and copy created for B2C SaaS. The main difference between the two is your target audience. In B2C copy, you’re talking to an individual, while in B2B copy, you’re trying to sell your software to an entire team of professionals. As a result, the pain points you’ll target, the benefits you’ll highlight, and the style and tone of your copy will vary drastically.

These are the main differences between writing SaaS copy for B2C and B2B models:

B2B SaaS—Who’s Making the Purchase?

The goal of copywriting is not to educate your readers about various aspects of the technology you use and how your software works exactly. The goal is to present your SaaS as a necessity or something that will fix their problems with ease.

In that regard, it’s important to know exactly what your target audience’s pain points are and how your software solves them. In B2C copywriting, this is easier to establish as you’re targeting individuals. In B2B SaaS copywriting, the process is a tad more difficult.

The first step you need to take is to understand exactly who you’re talking to. Every business has various stakeholders with their own agendas, and you need to find an approach that satisfies their needs.

For instance, your copy should have sections that focus on different benefits your software brings, such as:

• Profit increase or cost-effectiveness
• Productivity
• Workflow automation

Try to determine potential buying objections and address them in your copy. Some objections can be about your software:

• Being too expensive
• Lacking some features
• Lacking high-profile partnerships
• Not integrating with their existing software stack
• Benefiting only a single department

How To Approach B2B SaaS Copywriting

The number one rule of copywriting is to focus on the benefits of a product/service and not its features. In SaaS copywriting, that’s not strictly true. While the goal is to get a company to sign up for one of your subscription plans, your copy should still be informative.

The best way to approach B2B SaaS copywriting is to explain the features your software contains and show how their business will benefit from subscribing immediately or in the long term.

Remember, the main reason a company subscribes to SaaS is to increase productivity, improve efficiency, streamline existing workflows, or reduce operational costs. Your goal is to persuade them that by paying for your service, they will increase their revenue and lower other costs thanks to the benefits your software brings.

If your software uses advanced technology or your website lacks visibility on search engines, you should consider investing in SaaS technical writing and getting a SaaS SEO copywriter.

Different Aspects of B2B SaaS Copy You Need To Get Right

There’s more to copywriting than listing the features of your software with a brief explanation on a single webpage. A well-optimized SaaS copywriting strategy includes promotional emails, ads on google and social media, landing pages, pop-ups and banners, and in-content CTAs. 

Regardless of the type of copy you create, you must make sure all marketing deliverables convey the same message and align with your branding. Every piece of copy has to have the same style and tone of voice and must not present contradicting information on different pages.

When you start developing your B2B SaaS copywriting strategy, you should focus on these four aspects:

1. Home page
2. Landing pages
3. Pricing page
4. Promotional emails

Homepage

Your website’s homepage serves to explain exactly what your software is, why you’ve created it, and how your solution can help your target audience. You should use the homepage to create a good first impression, as well as generate leads.

You don’t need to get tech-heavy here—if they’re interested, they’ll visit your feature pages. You should try to capture their attention by using powerful headlines and proposing direct value to the customer. For instance, mention that they will cut their operational costs by a certain percentage if they sign up now.

You shouldn’t shy away from using Calls-to-Action (CTAs), but you should be smart with them. Again, the idea here is not to sell a subscription but to get them interested.

Your CTAs should encourage them to learn more about your solution by scheduling a demo, or try it out themselves by starting a free trial. Additionally, you can always have a CTA to subscribe to your company’s newsletter at the bottom of your home page.

Landing Pages

Landing pages are where you will either convert someone into a customer or lose their interest completely. Think of landing pages as your sales representatives—they promote your SaaS application and persuade interested companies to buy a subscription.

While B2B copywriting allows you to get more detailed, don’t go overboard and clutter your landing pages with huge blocks of text.

In SaaS copywriting, you can follow a four-section formula for creating a landing page that works in most cases (depending on the quality of copy, of course). The sections are:

1. Hero section—The biggest problem your target audience faces, the consequences of ignoring the problem, and the biggest benefit they’ll enjoy after solving it (thanks to your SaaS, of course)
2. Benefits—Explain exactly how your software will eradicate all those problems mentioned above. You should focus on the benefits more than the features. List all the benefits as bullets with accompanying graphics if possible
3. Social proof—Try using testimonials that aren’t vague but focus on solving a specific problem in a specific situation using one or more of the features you’ve mentioned
4. CTA—You should always include two CTAs. One leads the reader to sign up for your service, while the other is there to capture their email addresses. Readers are usually willing to share their email in exchange for a free trial or a demo

The best way to address all stakeholders is to focus on different benefits and provide answers to their buying objections within the same landing page. For instance, use different sections to focus on saving time, saving money, improving operational efficiency, streamlining processes, generating more revenue, etc.

Pricing Page

If they’re ready to visit your pricing page, that means they’re only one step from buying. One of the biggest mistakes copywriters make is not being straightforward with the pricing.

Be clear and specific with your pricing plans and explain the benefits of different packages,—for example, a 15% discount for opting for the annual plan.

While deciding on pricing plans is not the job of a copywriter, you should still do it so that the basic plan is less appealing than the quarterly/annual ones to get them to subscribe for longer periods of time. You should always make the lengthier plans cheaper. For instance, if your monthly plan is $999, your quarterly plan should be about $2,499.

Promotional Emails

In SaaS copywriting, there are four main email functions you should focus on:

1. Lead nurturing—Provide them with valuable information, while weaving in an occasional CTA with the idea to convert them at some point
2. Onboarding—Explain how to get started with your SaaS application, integrate it with their existing software stack, and make the most out of the features your app offers
3. Lifetime value (LTV) increase—Promote other pricing plans that are usually more expensive but have additional features and functionalities your customers can benefit from

Why Hiring A B2B SaaS Copywriter Is the Right Way To Go

Writing powerful, engaging copy that converts is challenging. Doing so for a B2B SaaS is even more difficult. While you’re the best positioned person to explain all the benefits of your SaaS application, if you’ve never written copy before, it’s very unlikely to hit your conversion rate targets.

The thing with copywriting is that there is no “correct” answer. Nobody can tell you exactly what to write and guarantee that it will work for you as well as it did for someone else. 

While there are certain rules and copywriting best practices you should follow, the only way to figure out what works best for your business is to test out different approaches and compare the results. 

This can be time-consuming—even once you write a landing page, the job is never done. You should conduct A/B testing and use different approaches for the same landing page to see what works best in practice. You can always increase your ROI from the same traffic, and you can do so by optimizing your copy relentlessly.

If you’re not a copywriter yourself or have other tasks on your schedule, you can either get a freelancer, pay an agency, or hire an in-house copywriter.

If you want to get the best results, you should go for the last option. An in-house copywriter will dedicate all of their time solely to your SaaS. After a while, they’ll know everything there is to know about your application and will know exactly who you’re targeting and how to “sell” your solution to different segments of your target audience.

You can also task them with interviewing stakeholders and writing thought leadership articles that focus on your software. You will also be able to rely on them to optimize the copy in the future, whereas freelancers and agencies will move on to different projects as soon as you complete their invoice.

How To Hire a B2B SaaS Copywriter

When you’re hiring a copywriter, you need a streamlined hiring funnel if you’re hoping to snatch an experienced, talented SaaS copywriter. The problem is that everyone’s looking for a quality SaaS copywriter, and they don’t stay on the market for long.

The best candidates get snapped up by companies in an instant, meaning that most candidates on job boards are mediocre and don’t have SaaS experience.

To lower the number of bad applicants, you’ll need to write a job description that goes into detail about the role you’re offering. Specify what kind of copy they’ll need to create and make sure you highlight that previous SaaS copywriting experience is a must.

You should also consider the appropriate title of the role. Here are some examples of our job descriptions you can copy for free:

• Copywriter
• SEO copywriter
• Senior copywriter
• Freelance copywriter
• B2B Copywriter

Testing Candidates

After you’ve posted an ad, applications should start flying in—what then?

To determine if a copywriter is as good as they sound on the paper, you should test their skills via a copywriting test. Ask them to prove their SaaS experience by writing part of the copy for a landing page or a promotional email for your application.

After they’ve completed the test, and you’ve reviewed it with positive grades, you should interview them to see if they’re the right fit for your job.

If it seems like a lot of work, that’s because it is—but it’s necessary to go through this process if you want to avoid hiring a bad copywriter that will cost you both money in wages and in lost customers who’ve gone to your competition because of a poor landing page.

We’re here to help—with Workello, you can set up a fully automated hiring funnel in 3 minutes, find and hire the top 1% of candidates fast, and cut hiring costs IN HALF!

Hire Better SaaS Copywriters Faster With Workello

Workello is a robust solution designed to streamline hiring content and copywriting professionals. It allows you to conduct the entire hiring process from a single, unified dashboard.

You can use Workello to filter out unqualified candidates with a single click, have promising candidates complete writing tests and assessments, schedule interviews, and even extend job offers.

Everything’s pre-configured, so you can start accepting candidates right away. Every time a candidate’s application status changes, Workello sends an automated email with information about the next step in the selection process, saving you time on needless manual correspondence. Candidates can also access the Candidate Status page and find all the relevant information there so that they don’t spam you with unnecessary emails.

With the use of Workello, you’ll cut your hiring costs in half and speed up your entire hiring process so that you don’t miss out on the best candidates because it took you too long to get to them.

It’s the fastest and easiest way to hire copywriters, and everything is done for you—all you need to do is decide whether you like a candidate or not.

Sign up for Workello today and start accepting new candidates in under 3 minutes! You can use our free trial to test and evaluate the first 5 candidates for free.