Originally published August 15, 2022 , updated on July 25, 2024

Customers in the Software as a Service (SaaS) industry rely on content in many ways. Content is how users understand your service. It explains how you differ from your competitors. Unsurprisingly, effective writing for your services can help build more meaningful customer relationships. 

Well-written copy can position your brand as the service that your customers are looking for. It can capture their attention, provide relevant information, inspire sales, and keep them engaged. 

If you’re looking to create content that does all the above, you’ve come to the right place. In this blog post, we’ll share tips on how to create exceptional copy that resonates with your audience and drives conversions. We will also cover how a SaaS content writing service can help you. So, whether you are starting out or looking to take your strategy to the next level, read on for some helpful advice.

What Is SaaS Content Writing?

SaaS content writing focuses on creating valuable, educational copy to interest and inform users and prospective users. It strategically demonstrates the value that a product brings to the customer’s life and also how it can help solve their problem. 

Most companies have copywriters on their teams or bring on SaaS copywriting services. The intention is to combine varied SEO and digital marketing techniques to establish brand awareness, boost conversions, and improve sales. 

How to Write Good SaaS Copy

Of all digital marketing techniques, copy stands out for being a strategic and multifaceted way of connecting with your target audience. To ensure that your hard work pays off and converts a passive audience into paying customers, you need to share exceptional copy. Here are our top tips on how to make your copy count. 

1. Do Your Research

Every vertical in the SaaS industry sees a lot of competition. So content backed by data and research can help your brand stand out in a crowded space. Conducting thorough keyword research ensures you include the right words in your SaaS content. This helps your website show up higher on search engine results pages (SERP). 

Audience research helps you understand your potential customers and craft your copy to cater to their tastes. Therefore, knowing their demographics, values, format preferences, and other qualities can help you tailor your content to meet their needs and values. A healthy dose of competitor research also aids in ensuring your marketing efforts are at par or go above that of other companies in your industry. 

2. Incorporate Storytelling Into Your Writing

SaaS products and services are technical, but their writing does not have to be. Incorporating a storytelling mindset offers a fresh perspective on writing about complex topics. Memorable stories have a compelling plot, likeable characters, and an easy-to-follow arc. Approach your copy the same way. 

For instance, for an About Us page, you place your company at the centre of the story. You can draw a thread through your own story, your values, and your goals. This gives your brand a distinct voice and personality that your customers can relate to. 

Narratives also work when they are about the customer. You can write a blog or a newsletter keeping in mind what the customer feels or needs, what challenges they face, and what their pain points are. This makes them more likely to relate to what you share and find it relevant to their lives. It also shows that your brand is attentive to their needs and nuanced problems. 

3. Write for All Stages of the Sales Funnel

Writing for businesses means placing content at strategic stages of the sales funnel, nudging your customers towards conversion. At the start of the sales funnel, your copy should aim to attract. It needs to be short and snappy to capture your target audience’s attention and pique their interest. Here, social media can help with lead generation. This makes them want to know more about your brand, and consequently, the next stage should offer that. 

Blogs, landing pages, whitepapers, and videos gives them more in-depth information about your products and services. It tells them what your product is, details special features, and explains how it can help them, thus encouraging them to make buying decisions. 

Even after a sale, content can help keep your customers engaged. Articles, blogs, social media, and email newsletters come in handy here. Through these, you can share updates about your company and provide more educational content. By continuing to nurture your customer relationships, you can build trust and, therefore, position yourself as a credible source of information.

What Can I Use a SaaS Content Writing Service For?

Outsourcing your writing to a SaaS copywriting company can save you a lot of time and effort. For example, Goodman Lantern provides various content types, helping you achieve your marketing goals faster. Here are the top uses of SaaS copywriting services.  

1. How-to guides

How-to Guides help customers understand how best to use your products and services. This is a way for your company to provide easy answers and actionable solutions to your audience’s most popular questions. 

2. Social media

Social media is a powerful medium to attract broader audiences. From generating leads to improved customer service to influencer marketing, SaaS copywriting and social media services can help you gain followers and also convert them into customers. 

3. Blog posts

A SaaS blog writing company can generate a regular stream of high-quality blogs that cover a range of topics. This helps boost SEO and encourage organic traffic to your website. It is also an easy way to create relevant copy for your audience consistently. 

4. Video content

Videos are an effective way to break up the monotony of text-based content. A SaaS content writing service can help you create brand videos, customer testimonials, case studies, product demos, expert interviewers, and social media videos. 

Goodman Lantern is a premium SaaS copywriting company that offers a range of SaaS content writing services. To know more, book a discovery call with us today!

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