10 Copywriting Tips Every SaaS Foudner Needs

You built the software. Now you need people to understand it, want it, and buy it. Writing the words for your website, emails, or ads – the copywriting – often feels harder than coding.

Much of the standard advice is about tricks. But like building good software, good copywriting relies on solid fundamentals. Here are 10 things to focus on, based on what actually works:

1. Write Like You Talk (Keep it Simple & Clear)

Your software might be complex, but your explanation shouldn't be.

Avoid industry jargon, acronyms, and overly technical terms unless you're absolutely sure your entire audience knows them intimately.

Most people skim online.

They won't work hard to understand you.

Use simple words and short sentences.

Imagine explaining your SaaS to a smart friend who isn't in your specific niche.

Cut every word that doesn't add clarity.

2. Know Exactly Who You're Talking To

"Everyone" is not your customer.

Are you talking to indie hackers struggling with growth? Enterprise managers needing compliance? Designers wanting faster workflows?

Picture one specific person.

What tools do they use now? What blogs do they read? What keeps them up at night related to the problem you solve?

Write directly to that person, using "you."

Understanding their world makes your copy instantly more relevant.

3. Sell the Outcome, Not Just the Software

Nobody wakes up wanting more software.

They want a problem solved, a goal achieved, or pain removed.

Don't just list features (e.g., "AI-powered analytics dashboard").

Explain the benefit of those features (e.g., "Find profit leaks in 8 seconds," "Stop wasting money on failed ad spend").

How does your SaaS make their life tangibly better?

Focus on the result: more revenue, saved time, less frustration, happier teams.

4. Explain Why You're Different (And Better)

The SaaS world is crowded.

Why should someone choose you over established players or dozens of similar tools?

You need to clearly articulate your differentiation.

Are you easier to use?

Focused on a specific niche they ignore? More affordable? Offer a unique workflow? Maybe you combine features others keep separate?

Your copy needs to highlight this unique value proposition clearly.

Don't assume people will figure it out.

5. Show Them the "Old Way" Sucks (Gently)

Before presenting your shiny solution, briefly acknowledge the customer's current reality – the "Old Way."

What are they doing now to solve this problem? Using spreadsheets? Juggling multiple apps? Doing it manually?

Point out the frustrations and inefficiencies of that approach.

This shows empathy ("We understand your pain") and sets the stage for why your "New Way" (your SaaS) is necessary.

6. Dig Into Their Real Pain Points (Business & Feelings)

Solving a problem isn't just about technical efficiency.

There are business costs (wasted time, lost revenue, compliance risks) and emotional costs (frustration, stress, feeling overwhelmed, team friction).

Good copy touches on both.

Ask: What's the business impact of not solving this?

And what does that feel like for the person or the team? Addressing both makes your solution feel more urgent and valuable.

7. Nail Your Headline: Make it Instantly Relevant

Your headline and the first few lines are critical.

They must immediately signal to the right person that this page is relevant to them and the problem they have.

Don't be vague or overly clever.

Focus on the core benefit or the problem solved for your specific target audience.

Ask yourself: If they only read the headline, would they know if this SaaS is potentially for them?

8. Tell Them Precisely What To Do Next (Clear CTA)

Once you've convinced them, make the next step blindingly obvious.

Use a clear, action-oriented Call To Action (CTA).

Instead of "Submit," try "Get Your Free Demo," "Start Your 14-Day Trial," or "See Pricing Plans."

Don't offer too many choices at once.

Guide them clearly to the single most important action you want them to take on that page.

9. Use Specifics & Humanize the Impact

Vague claims like "Boost productivity" are weak.

Be specific. "Reduce onboarding time by 50%," "Cut support tickets by 30%," "Helped Company X save $10k/month."

Use real numbers and data where possible.

But also, translate those numbers into human terms.

Instead of just "10x traffic," maybe it's "We helped them stop worrying about leads and focus on product," or "Get your weekends back."

Real stories and tangible outcomes are more powerful than abstract metrics.

10. Speak to Their Level of Awareness

Not everyone arriving at your site knows they need a solution like yours.

Some are problem-aware (know the pain but not the solutions), some are solution-aware (know solutions exist but not yours specifically), and some are product-aware (know you but need convincing).

Your copy needs to meet them where they are.

If they're problem-aware, you might need more educational content explaining the issue.

If they're solution-aware, you need to focus more on differentiation.

Tailor your message depth accordingly.

Putting It All Together

The most effective SaaS copy follows a clear framework:

1. Identify who your ideal customer is
2. Understand their specific problems and desires
3. Show how their current approach is suboptimal
4. Present your solution in terms of outcomes
5. Differentiate from alternatives
6. Provide evidence (testimonials, case studies, data)
7. Guide them to a clear next action

By addressing each of these elements with clarity and empathy, your copy will connect more effectively with potential customers.

Test, Iterate, Improve

Copy is never "done."

The best SaaS companies continuously test different messaging approaches and learn what resonates with their audience. Some practical ways to do this:

• A/B test different headlines on landing pages
• Try different email subject lines to the same audience
• Create variant versions of your pricing page
• Test different CTAs across your site

Conclusion

Focusing on these fundamentals – clarity, empathy, understanding the user's problem, and showing your unique value – will make your SaaS copywriting far more effective than chasing the latest tricks.

Remember that good copywriting isn't about being clever or using psychological hacks. It's about clear communication that helps the right people understand why your solution is valuable to them specifically.

Start by improving one key page on your site using these principles. Often the homepage or main landing page is the best place to begin. Then measure the impact on conversions before moving on to other elements of your marketing.

Your software solves real problems. Make sure your copy clearly shows exactly how and why that matters to your ideal customers.