Software as a service is one of the fastest-growing industries out there.
According to Statista, approximately 15,000 SaaS companies are operating in 2021 in the US alone. These 15,000 companies have an estimated 14 billion customers worldwide, and the category is only expected to get bigger. Forbes projects the revenue of SaaS to reach $369.4 billion by 2024 and predicts a 17% annual growth rate over five years.
Just looking at these numbers, it's easy to conclude that the SaaS landscape is hugely competitive and that differentiating yourself is critical to success. One of the most cost-effective ways of ensuring that your product stands out from the competition is to give serious thought to the language you use when “pitching” it to your website visitors.
In this post, we’ll take a look at some tactics that web copywriters can use to hook and engage prospective customers, while also showcasing what’s best about their SaaS product.
What makes good SaaS homepage copy
Before you get started writing copy for your SaaS homepage, it's not a bad idea to understand what good copy looks like in the first place.
Generally, you'll get many different answers to this question. Some will measure copy effectiveness based on readability, others on SEO scores. But in truth, the best copy for your website is that which:
- Effectively conveys your message
- Resonates with your target audience
- Differentiates you from the competition
- Utilizes your brand's unique voice
- Sets a standard for all further communication with potential customers
Yes, you will benefit from paying attention to stylistic nuance and copywriting tricks like using active voice in your CTAs. But, at the end of the day, the best SaaS homepage copy describes your business while appealing to the people you want to convert.
So, if you're ready to roll up your sleeves and start copywriting, these are the tips that will transform your homepage copy from "perfectly acceptable" to "conversion machine."
Prioritize value over features
One of the best approaches you can take when writing copy for your SaaS product homepage is to understand that most consumers don't care about technical features.
Sure, they want the best possible performance from the product they spend their hard-earned money on. But, in truth, they (usually) don't need to know how that product was built or what type of process it uses to deliver the promised results. They only want to know what they gain from their investment. That's why it's good to rethink the way you present the features offered by your SaaS product.
One way to do that is to identify and clearly communicate the value your software offers.
To better understand the process of prioritizing value over features, check out the following two examples.
Aura is an Amazon repricing tool that uses AI and machine learning to help its customers win the Buy Box, a goal every single Amazon seller has in common. But, instead of going into detail about the technology behind the program, the brand's copywriter decided to compose a simple heading—the “H1” in web design-speak—focusing on communicating value.
The result is a homepage that hits the bullseye with its value-oriented approach. It promises maximum Amazon sales with the heading. Then, the subheading explains what it does (repricing and revenue analytics). Only at the third level of the copy does it go into detail about AI, machine learning, and technical features.
OK, but how do you write value-oriented copy if the thing that sets you apart are the various features you offer?
Well, if that's the case for your product, you could do something along the lines of Optimal Workshop.
This company's approach is to list the six different features of its software. But, it doesn't go into detail. Instead, it describes each software feature using a combination of graphics and non-technical language that explains the value the customer receives. Then, it provides a link for each point, leading those who want more detail to a deep dive into the exact way the different product elements work.
Another thing you can achieve with well-written homepage copy is to highlight the trustworthiness and authenticity of your brand. By directly addressing customer concerns, you can not only create credibility but also boost conversions.
And the best part about making your business more trustworthy with website copy is that you don't even have to work on your homepage from scratch. In fact, you can very well achieve impressive results with written content and data you already have.
Utilizing UGC—more precisely, user testimonials—is a winning strategy for creating credibility.
Check out the InFlow Inventory homepage. You'll see how brilliantly the brand finds a solution to using website copy that speaks to customers, all the while emphasizing the fact that it's a reliable business. By including customer testimonials, it's not just making the copywriting part of designing a homepage easier. The brand is also making use of the fact that user reviews exponentially boost website conversions. In some cases, as much as 34%.
If you don't have a large selection of user reviews, you can use the data you have available to you.
Perhaps that can be social proof in the form of numbers, as done by Publer.
Alternatively, it can be a believable, meaningful statement you base on tests and customer experiences. For example, Toast uses information collected from existing customers to show the possibilities offered by its software—making data-based claims instead of empty promises. To boost trust, it makes sure to include an explanation about how it came up with the promised numbers in a footnote on the bottom of its homepage.