Software as a service is one of the fastest-growing industries out there.
According to Statista, approximately 9,100 SaaS companies are operating in 2024 in the US alone. These 9,100 companies have an estimated 15 billion customers worldwide, and the category is only expected to get bigger. The SaaS market was worth $197 billion in 2023 and is estimated to reach 247 billion US dollars by the end of 2024.
Just looking at these numbers, it’s easy to conclude that the SaaS industry 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:
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.
Create credibility
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%.
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.
In its report, published in 2020, 5W states that 83% of millennials will make purchasing decisions based on their beliefs. Moreover, more than 50% of all consumers will boycott companies whose stance on an issue doesn’t align with their own.
Considering this, you should make sure that the copy you write for your SaaS product homepage effectively communicates your brand’s core values. Moreover, ensure that it resonates with your target audience.
You don’t have to be explicit. What matters is that you find a simple, non-intrusive way to say what you stand for. If that’s an organizational culture that puts people first, then do what Flamingo does by stating that its product is made for “people-focused teams.”
Or, if you check out the Tractable homepage, you’ll see that the values this brand prioritizes are timeliness and accuracy. These are two excellent points to make when selling software that serves the purpose of damage assessment in insurance claims.
When looking for ways to take your SaaS homepage copy to the next level, you need to consider the various factors contributing to consumers’ buying decisions.
According to a report published by SmarterHQ, personalization is one of those factors.
Apparently, 72% of today’s consumers say they only engage with marketing messages tailored to their interests. So, if you want your copy to have the best chance of convincing people to invest in your software, why not do so by speaking directly to your buyer personas?
For example, by inviting potential clients to bring their company together, Workplace uses copy to speak directly to business owners and team managers.
Or, if you’re looking for a way to have your copy speak to a more versatile audience, you can do something similar to Time Tackle. This brand’s copywriter knew that it needed to write homepage copy to address several different use-case scenarios. So, they chose to list the buyer personas that could benefit from using the app. Then, they used each section to address the specific needs these professionals have.
The result of both these approaches is clarity in terms of who the SaaS brands’ audiences are.
Sure, it might not speak to everyone. But, in truth, that’s not the point anyway. Instead, these instances of SaaS homepage copy target those most likely to convert, understanding that the key to long-term success is nurturing leads into loyal customers.
Address pain points clearly
Finally, when looking to write a SaaS product homepage that converts, you have to remember that the best way to make people convert is to show how well you understand their needs. And what better way to do so than by addressing the pain points they experience every day?
Highlighting pain points is an exceptionally powerful marketing topic. Loss aversion theory states that humans are far more motivated to avoid losing something than to win something new. Avoiding pain is ingrained in the human psyche—a fact that copywriters often take advantage of.
In the SaaS world, these pain points can be any number of outcomes.
On the one hand, they can be related to the needs your target audience needs solving. For example, Medidata does this by listing the scenarios in which its products provide solutions. These include running a clinical trial, improving patient experience, and future-proofing clinical trial data.
On the other hand, you can address the points of traction that could be stopping your website visitors from turning into customers.
Look at how Sleeknote does it, with a trust-oriented checklist on its website hero section. Knowing that most people don’t feel comfortable paying for SaaS products without trying them out, it uses web copy to emphasize that its free trial:
As you approach the design and copywriting process for your SaaS homepage, you need to understand that outstanding results take time. So don’t rush the process. And, even more importantly, don’t try to take shortcuts by copying from others in your industry.
In truth, amazing website copy isn’t complicated. However, it is unique to your brand and written to address your audience’s needs.
If you’re ever on the fence about the wording of a particular section, don’t hesitate to do some testing. After all, nothing will help you make better decisions than the data you collected by looking at the way visitors use your site.
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