How To Create a Well-Rounded SaaS Copywriting Strategy To Increase Sales

Developing a robust, fine-tuned SaaS product is a remarkable achievement, but attracting actual clients and reliably generating revenue is a different story altogether. To turn a profit, you need an equally well-developed SaaS copywriting strategy.

No matter the quality of your product, you need compelling copy to convert prospects into customers and drive sales. Before you start distributing your ads across the web, it is necessary to find the right way to position your brand on the SaaS market first.

Having an overarching SaaS copywriting strategy helps by giving a sense of cohesion to all your marketing and sales initiatives while also promoting a unique brand identity.

Without a solid plan, it’s hard to reach your target audience and convince them to subscribe to your SaaS application over hundreds of others. This is why you have to lay out the groundwork for your copy before hiring a copywriter to create it.

Our article will provide guidelines for developing a sound copywriting strategy by:

• Teaching you what SaaS copywriting is
• Explaining how it differs from traditional copywriting
• Specifying what to focus on when creating your SaaS copywriting strategy
• Showing you a selection of some of the best SaaS copywriting blogs

We will also show you how you can set up a fully automated hiring funnel with Workello and identify, assess, and recruit a skilled copywriter with minimum manual effort and at a half the cost of traditional hiring!

What Is SaaS Copywriting?

SaaS copywriting refers to all the promotional materials your company is utilizing to promote your SaaS application to your target audience through your website, landing pages, marketing emails, and paid advertising.

In plain terms, it is a way to entice individuals and companies to subscribe to your SaaS by addressing their pain points and explaining the benefits your SaaS app offers.

A SaaS copywriter is responsible for leveraging business insights and knowledge of SaaS market trends to pitch your product in a compelling way that will encourage sales.

At the same time, the purpose of SaaS copywriting is to give you an edge over your competitors by highlighting all the benefits of your product and the specific customer problems it can solve. In this sense, it is similar to conventional copywriting. You want to sell a product? Polished SaaS copy helps you turn interested parties into buyers.

How Is SaaS Copywriting Different From Traditional Copywriting?

The main difference between conventional copywriting and SaaS copywriting lies in their objectives. Whereas traditional copy typically targets customers for one-off purchases of specific products, SaaS copy has to convince clients both to subscribe and maintain their subscription for the services you’ll be providing.

When marketing SaaS products, your concern is not only how to sell the product but also how to reduce churn rates, increase subscriber retention, and nurture long-standing partnerships with your established clientele. This is why quality SaaS copy has to address not only a customer’s immediate concerns but also anticipate their behavior and future business needs.

How Can You Create a Robust SaaS Copywriting Strategy?

Before you hire a SaaS copywriter to roll out copy for your product, you need to develop a sound SaaS copywriting strategy. 

Think of the planning process as the preliminary stage of your SaaS marketing campaign. Here is what you should take into consideration:

1. The precise nature and scope of your copywriting needs
2. Your target audience’s pain points
3. The advantages of your product over competitors
4. Your company’s image and brand positioning
5. The visual design of your website
6. The importance of strategically included calls-to-action 

Determine the Nature and Scope of Your Copywriting Needs

First, you need to have a clear picture of your target audience as this will determine the direction of your copy. If you are primarily looking to sell your software to other businesses, you’ll require a professional with experience in B2B SaaS copywriting. This type of copy should showcase your product’s long-term value and convince companies that it will improve their overall business performance and generate a good ROI for them in the long run.

If you target individual buyers, then the copy should have a special emphasis on B2C issues your product can resolve, as well as the immediate value it provides.

You also need to have a micro-strategy for each segment your copy is written for, such as the:

• Product page
• Landing page
• Social media accounts
• Newsletters and advertisements

Identify Pain Points and Leverage Customer Insights

To create effective copy that will drive sales and generate profit, you need insight into your target audience’s needs, wants, and pain points. 

In addition, you need to anticipate the problems they might face in the future and present your SaaS application as the best possible solution. A good strategy is aggravating the problem—telling them what difficulties they will face in their business if they don’t find a good solution (which, of course, is your SaaS).

Apart from that, it’s also crucial to know exactly who you’re talking to, especially in B2B SaaS. What we mean by this is that you have to identify the decision makers in the company—the people that have the final say. If you’re targeting executives, they’ll be more concerned about increased productivity and profitability that your SaaS will enable, rather than the individual features of the application.

Showcase All the Perks and Benefits of Your Product

To convince a prospective client to purchase a subscription, you need to show them what unique features and functionalities your SaaS app offers. 

While a SaaS technical writer can provide in-depth descriptions of your product’s features, it is more important that you highlight the additional value it offers in comparison to your competitors.

Your unique sales proposition should point out all the positive aspects of your SaaS product, such as:

• Automated processes
• A user-friendly interface
• A scalable pricing plan
• The option to cancel specific services
• Any additional functionalities that distinguish it from other SaaS products

That said, the number one thing to remember when writing SaaS copy is that you should focus on benefits rather than the features themselves. Don’t just explain what your SaaS can do—highlight how your clients will benefit from it.

Give Your Brand a Unique Voice on the SaaS Market

For your copy to be effective, you need to align it with your overall brand messaging and maintain a consistent image of your company on the SaaS market. How you’ll present yourself depends on the behavior and needs of your target audience.

For example, if your services are primarily B2C, you could take a more friendly, casual tone that will spark potential customers’ interest in your SaaS product while also being informative and fun to read. 

If your intended audience includes serious businesses that don’t beat around the bush, it is better to adopt a more neutral, professional tone that accurately but compellingly describes your product as the ideal solution to their problems.

Whatever the case, it is crucial that you keep your brand voice consistent and in line with your overarching marketing goals. If you need help positioning your brand appropriately for your target audience, you could always hire a professional Brand Planner.

Engage Prospective Clients With Captivating Visuals

In addition to persuasive copy, you should also pay attention to the look of your website and the visuals that accompany your copy. A bland, outdated-looking landing page that’s hard to navigate will repel customers at first sight, even if your SaaS solution is top-notch.

In addition, you should include the company logo, banners, and other graphic elements that can help users visually distinguish your product in the sea of other SaaS providers.

Add Compelling Calls-to-Action To Drive Conversions

Successful SaaS copy also needs to include concise, poignant calls-to-action that directly encourage the customer to subscribe, book a demo, or start a free trial. Bear in mind that a CTA is not just a single button or link that magically converts prospects into paying customers. Instead, it is a summary of all your previous arguments and their logical conclusion.

Still, a CTA shouldn’t feel forced, and it has to be positioned strategically in places where your prospects are most likely to convert. For example, you could add one at the end of a powerful statement on the benefits of your product.

What Are the Best SaaS Copywriting Blogs?

If you’re still unsure about how to approach SaaS copywriting, there are dozens of SaaS blogs that specialize in advising companies on how to generate more leads and boost conversion rates. 

The table below shows you brief descriptions of our favorite SaaS blogs where you can find excellent copywriting advice:

How To Find a Skilled Copywriter To Supplement Your SaaS Copywriting Strategy

Creating a comprehensive SaaS copywriting strategy is only the first step. To proceed further, you have to find and hire a qualified SaaS copywriter with the right skill set and industry-specific knowledge.

If you wish to land the best candidate, it’s important to create a highly detailed job description that specifies all the requirements and responsibilities of the role. While it won’t filter out every single unqualified candidate, it will dissuade many of them from applying. Being specific about what the role entails will also increase the odds of attracting a professional who realizes that the job is right up their alley. To save some time, you can make use of our free job description templates, but make sure to customize them to the needs of your company:

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

Still, hiring good copywriters (whether you go for freelancers or in-house writers) can be a big challenge as spotting a skilled candidate requires you to sift through dozens upon dozens of subpar applications. 

It’s a long, grinding task that takes valuable time from more crucial business activities—all the more if your hiring process lacks any automated features.

For that reason, we have spent thousands of hours on developing Workello—an automated hiring system with streamlined processes for hiring copywriters. Since everything is pre-configured, you can start hiring right away and find the ideal SaaS copywriter in record time, all while reducing hiring costs by 50%! 

Workello Can Help You Spot, Test, and Hire Qualified Copywriters Much Faster!

Workello is a streamlined, automated hiring system designed to help companies scale their teams with greater speed while simultaneously reducing their hiring costs. 

Our hiring solution offers a unique Workello dashboard that allows recruiters to:

1. Track applications more easily, no matter the job board they come from
2. Move candidates through each stage of the hiring funnel with a single button click
3. Send out pre-configured notifications and emails, reducing time-consuming questions to a minimum
4. Test candidates by distributing automatic writing assignments
5. Invite successful candidates to schedule an interview via Calendly automatically

In addition, Workello includes a dedicated Candidate Status page, where your applicants can find all the information they need about the hiring process, as well as the details on what they can expect in each stage.

Sign up for Workello today for free, and start accepting new candidates today! Everything is already pre-configured—just hop in, post your job ad, and watch applications stream in.