Copywriting for SaaS – How to Do It Correctly

Copywriting for SaaS - How to Do It Correctly

Imagine your SaaS product as a super helpful tool among a myriad of digital offerings. According to Statista, the global SaaS marketplace is growing at an annual rate of 7.69%. So, how do you get people to notice your service among this crowd? The secret to getting people interested in your product is using the

Copywriting for SaaS is all about creating clear, engaging content that speaks directly to the needs and interests of potential customers. 

It’s not just about selling a product; it’s about explaining the benefits in a way that makes sense to the people who will use the software. The goal is to make them see how this software can make their day-to-day work easier and more efficient.

To get this right, you need to know what the software does and what makes it special, as well as who will be using it and what challenges they face. 

 In this blog post, we’ll go through the essentials of how to create effective SaaS copywriting that connects with your audience and drives engagement.

Content Writing and Copywriting for SaaS – The Two Sides of Digital Storytelling

Differences between Content Writing and Copywriting for SaaS

Content writing and copywriting are key for promoting SaaS, but they do different things. Let’s break down how each one helps and why they matter.

Content Writing

This is all about educating people. When you write content for SaaS, you’re aiming to explain what your software can do and how it works. It’s like giving a detailed guidebook to your audience. 

You’re not directly selling with content writing; instead, you’re trying to make the reader knowledgeable about your product. This helps them understand why they might need it, how it can solve their problems, and what sets it apart from others. 

For example, if you have software that helps businesses manage their inventory, content writing would involve articles or blogs that explain how inventory management works, why it’s important, and how your software makes it easier.


While content writing sets the stage, copywriting is about action. It’s the writing you see in ads, email marketing, and web pages that encourage you to do something, like sign up, buy, or download. 

Copywriting is more about convincing you to take immediate action. 

If we use the same example of inventory management software, copywriting would be the catchy phrases and compelling messages on the homepage that tell you to start a free trial, highlighting how quick and easy it is to sign up and the immediate benefits you’ll see.

Both types of writing are important for a SaaS company. Content writing draws people in by providing useful information and establishing trust. 

Once they’re interested, copywriting can nudge them toward taking the next step, like trying the product or subscribing.

Essential Principles of SaaS Copywriting

Principles of copywriting for SaaS

Writing good copy for SaaS means knowing a few key tricks to get your message across effectively. Here’s a simple breakdown of these essential principles:

1. Know Your Audience

Know Your Audience

It’s vital to understand who you’re talking to. This means knowing what kind of business they run, what problems they face, and what language they speak. 

When you know your audience, you can customize your messages to meet their specific needs and speak directly to their experiences. 

For instance, if your software helps testers, your copy should use examples and terms that resonate with software companies.

2. Focus on Features

 Focus on Features

People don’t just want to know what your product does; they want to know how it makes their lives better. Your job is to show them the benefits. 

For example, instead of just saying your software “automates inventory management,” explain how it saves time, reduces errors, and cuts costs. This highlights core features while demonstrating the transformation of complex products into understandable solutions.

3. Clarity and Simplicity in Communication


Keep it simple. Avoid using technical terms or complex language that might confuse your audience. The clearer your message, the more likely people will understand and appreciate what your software can do for them, especially when dealing with technical features.

4. Tell a Story

Everyone loves a good story. Use real-life examples, success stories, or customer testimonials to tell how your software has helped others. 

This not only makes your product more relatable but also builds trust with potential customers. Stories show your software in action and make its benefits come alive, improving user experience.

5. Call to Action

A call to action (CTA) is a prompt that tells the reader what you want them to do next. It could be “Sign up for a free trial,” “Get started today,” or “Learn more.” 

Your CTA should be clear, compelling, and easy to find. It directs your audience on what to do after they are convinced your product might help them, focusing on conversion goals and the use of action verbs in the CTA.

SaaS Copywriting vs Other Forms of Copywriting 

SaaS copywriting vs other forms of copywriting

When it comes to writing copy, not all styles are the same—especially in software. Here’s a simple look at how SaaS copywriting compares with other types of copywriting:

1. SaaS vs. Product Copywriting: Tangible vs. Intangible Focus

  • Product Copywriting: This is all about physical goods. When writing copy for products, you talk about things you can touch, like the smoothness of a phone’s screen or the comfort of a chair. The focus is on sensory descriptions that make you imagine using the product.
  • SaaS Copywriting: Unlike physical products, SaaS offers are intangible—you can’t touch software. So, copywriting focuses on abstract benefits like increased efficiency, cost savings, or better data management. You have to paint a picture of how the software improves a situation or solves a problem.

2. SaaS vs. Service Copywriting: Technical Depth and Long-term Integration

  • Service Copywriting: This style is used for services like cleaning or consulting. It often highlights personalized service, immediate benefits, and customer care. The language is less technical and more about the human touch and quick gains.
  • SaaS Copywriting: This needs to cover more technical ground because you’re explaining software functions. It’s not just about what the service does today but how it integrates into long-term operations or copywriting strategies. The challenge is to make complex ideas like integration, scalability, and data security understandable and appealing.

3. SaaS vs. B2B Copywriting: Simplifying Complex Features for Decision-Makers

  • B2B Copywriting: This involves writing for businesses, and it can get quite technical, focusing on specs, ROI, and industry requirements. The audience usually has a deep understanding of the industry, so the details matter.
  • SaaS Copywriting: Even though it’s often part of B2B writing, SaaS copy needs to simplify the tech-heavy aspects without losing the sophistication. It’s about translating complex software functionalities into clear benefits that decision-makers can understand quickly without needing to be tech experts.

How to Create an Effective SaaS Copy?

Effective SaaS copywriting goes beyond simply detailing product features. It aims to connect meaningfully with your audience by having clear, compelling stories that center on the user’s perspective. Grasping your audience’s needs, obstacles, and goals is essential to create content that truly resonates.

If you want to write top-notch SaaS copy that really connects with readers and drives action, here are some straightforward strategies:

  • Using User-Centric Language: Talk directly to your users. Use language that they understand and address their specific needs and challenges. Make sure your copy sounds like it’s speaking to them personally, answering their questions, and offering solutions.
  • Highlighting Benefits Over Features: Instead of just listing what your software does, explain how it helps. For instance, don’t just say your app tracks time; tell users how it makes invoicing easier and saves them hours each week.
  • Incorporating User Testimonials: People trust other people. Including quotes from happy customers can make your product more appealing. It shows that real people have benefited from your software, which builds trust and credibility.
  • Designing Persuasive and Clear CTAs: A call to action should be simple and tell users exactly what to do next—like “Start Your Free Trial” or “Download Now.” Make it easy for them to take the next step and clear what they’ll get when they do.
  • Maintaining a Consistent Brand Voice: Keep your writing style and tone consistent across all your content. This helps people recognize and feel familiar with your brand, whether they’re reading an email from you or browsing your website.
  • Implementing SEO Best Practices: Use keywords that your potential customers are searching for. This helps your content show up in search engines when people look for solutions like yours. But remember, it’s not just about adding keywords—your content should still be interesting and useful.
  • Conducting A/B Testing: Try out different versions of your copy to see what works best. Maybe one headline gets more clicks, or a certain CTA leads to more sign-ups. Use this feedback to tweak your copy and make it even more effective.

Exploring Diverse Content Types in SaaS Copywriting

Types of content in SaaS Copywriting

In SaaS copywriting, a one-size-fits-all approach falls short. When promoting SaaS products, using a variety of content types can really help you hit different marketing goals. 

Here’s how to make the most out of several effective content types:

Landing Pages


Landing pages need to grab attention fast and encourage visitors to take action. Make sure these pages clearly state what your software does, how it helps the user base, and what they need to do next—like signing up or starting a free trial. 

Use eye-catching headlines, simple language, and strong calls to action (CTAs) like “Get Started Free” or “See the Demo Now.”

Email Campaigns

Emails keep you connected with your customers. For SaaS, this might mean sending updates about new features, tips on using the software, or special promotions. 

Keep your emails short, to the point, and focused on delivering value. A good subject line opens the email, and a clear CTA at the end helps drive the action you want.

Website Copy Optimization

Your website is an important tool for educating visitors and guiding them to purchase. Each page should serve a purpose. 

For example, the homepage might give a quick overview of your product, while a “Features” page goes into more detail about what your software can do. 

Use clear headings, informative subheadings, and bullet points to make information easy to digest. 

Always end pages with a CTA, guiding visitors to the next step.


Website Copy Optimization


Website Copy Optimization 2

Product Descriptions

Writing about your product focuses on what it can do and how it makes things better for users, not on physical details like size or weight. It’s important to explain clearly how your software helps—whether it’s by making tasks easier, solving common problems, or improving workflows. 

The goal is to clearly describe how each feature works in a way that anyone can understand, showing how it brings real benefits to daily operations. 

This helps potential customers see exactly how your software could make a difference in their work or life.

Copywriting for SaaS is a Long Term Investment

Good copywriting in the SaaS industry does a lot more than just sell a product; it builds lasting relationships with customers and helps your business grow over time. Here’s how:

Building Customer Relationships

When your copywriting really speaks to your customer’s needs and challenges, it does more than just convince them to try your product. It builds trust and rapport. 

Customers feel understood and valued, which keeps them coming back and turns them into loyal users. 

Over time, this ongoing relationship not only retains current customers but also attracts new ones through positive word-of-mouth.

Business Growth

Skilled copywriting helps clearly communicate the benefits of your software, making it easier for potential customers to see its value. 

This clarity helps increase conversions—turning more website visitors into ideal customers—and boosts your overall business growth.

Role of Expert Guidance

Having experts guide your copywriting can make a big difference. They know how to align your content with both market trends and what your users expect. 

This ensures your messages are always on point, relevant, and effective. Experts can help customize your copy to meet changing needs and keep your communication strategies fresh and impactful.

In short, investing in good copywriting pays off by deepening customer connections and driving sustainable business growth.

At Stratigia, a top SaaS content marketing agency, we understand that great copywriting for SaaS is about more than just quick sales. It’s about building trust that turns people looking at your product into loyal customers. 

We know the ins and outs of the SaaS industry, and we create content that not only brings quick wins but also helps your business thrive for the long haul.

Frequently Asked Questions

1. What is SaaS copywriting?

SaaS copywriting is about creating persuasive text encouraging people to try or buy software services. It focuses on explaining the benefits and functionalities of the software in a way that’s easy to understand.

2. Why is copywriting important for SaaS?

Copywriting helps communicate the value of SaaS products to potential clients. It plays a crucial role in converting readers into users by clearly explaining how the software solves their problems.

3. How can I write effective SaaS copy?

To write effective SaaS copy, focus on understanding your audience, highlighting how features benefit them, keeping your language simple, telling real stories of success, and using clear calls to action.

4. What makes good SaaS copywriting different from other types of copywriting?

Good SaaS copywriting is different because it must translate technical software features into clear, appealing benefits without using complex jargon. It’s about making the intangible (software) tangible and easy to grasp.

5. Can great SaaS copywriting improve customer retention?

Yes, great SaaS copywriting can improve customer retention by building trust and satisfaction through clear, helpful, and engaging content that keeps users informed and confident in their choices.

6. How often should I update my SaaS copy?

Update your SaaS copy whenever there are significant updates to your product, shifts in market demand, or changes in customer feedback. Keeping your content fresh and relevant is key to engaging and retaining customers.

As the Founder of Stratigia, Abbas Sarfraz has helped hundreds of Software-as-a-Service (SaaS) companies acquire and retain customers. With hands-on experience in marketing and sales, business and product strategy, and operations for early stage SaaS companies, Abbas has perfected the art of successful SaaS Startups Launch and Growth.