Originally published September 28, 2021 , updated on January 17, 2023

One thing all SaaS businesses have in common is wanting to convert website traffic into sales. It can be very disheartening to see a high bounce rate after all the effort it took to produce the on-page content. It’s tough when you’ve put so much time and effort into the business, but you’re not seeing a return on that effort. 

What can you do to convert visitors into leads? How do you get visitors to stay on your website for longer periods of time and actually make use of your services? Through SaaS content writing. Content is still very powerful. When done right, it can be used to grow sales and keep customers coming back for more.

Below we’ve listed a number of ways content writing for SaaS can turn website traffic into leads and sales.

Content Creates Authority and Builds Trust

No one spends money on a brand they don’t trust. Good quality SaaS pieces will elevate your brand if disseminated the right way. A thought leadership piece, a blog, a LinkedIn post – all of these have the ability to build trust around your organisation. When people trust you, they will seek you out. 

Once visitors land on your website, there’s a good chance of converting them to a sale. They have already made the effort to search for your company. This means that they are in the market to buy what you’re selling. If not immediately, they are likely planning for the future and your trusted content will keep you top of mind for when that moment arrives.

SaaS Content Writing Will Use the Right Keywords

An experienced writer will know how to use industry related keywords in your pieces. They will know that keywords lead to better search rankings. This, in turn, contributes to more leads. The higher your website traffic, the better your chances of increasing sales.

Even new writers working for a reputable saas content marketing agency should understand keyword use and density. They will perform their own keyword research, or an SEO strategist will do this for them. Either way, hiring an experienced writer means your content will be optimised.

Optimised content means more visitors to your website and a higher chance of converting this traffic into sales. 

SaaS Content Writing Experts Know to Use Call to Actions 

It’s important to include a strong call-to-action in your marketing copy. If your goal is sales, direct visitors to the right page to make a purchase or place an order. Writers can create powerful calls to action and can help convert a lead into a sale. If you communicate your sales goals clearly ahead of time, they will be sure to include a clear call to action. 

This could be “buy now” or “read more here”. It could even be a downloadable document that might not lead to an immediate sale but contributes to it down the line. For example, it could be a white paper that explains more about what your company offers. The action of downloading the white paper will indirectly lead to a sale. This happens through trust and knowledge building around your brand. 

Professional SaaS content writers will know which call-to-actions work best with your audience.

Pieces Will Be Structured in an Easy-to-Read Way 

Clearly formatted and neatly structured pieces are crucial to the user experience. The opposite – messy, untidy pieces – will put people off. No one enjoys the experience of browsing an untidy website. This will likely lead to a lost sale and your website bounce rate goes up. This is not a great combination and it’s really bad for business. 

A writer will know how to structure pieces to make them easy to scan and read. When people find a website that is relevant and easy to digest, they may return in the future. The more customers visit your website, the higher the chances of them subscribing to your software service. 
There are studies that show the effectiveness of scannable content. There are also many articles dedicated to highlighting the importance of content structure in website usability. In the end, it can be the difference between a visitor staying on or leaving your website. A good writer knows how to structure content in a user-friendly and Google-friendly way.

Content Will Be Compelling and Relevant 

Content writing for SaaS experts will know that the more relevant the content, the longer a visitor will stay on the site. It will also improve the chances of converting the visit into a sale. Creating copy not relevant to your business will not only annoy potential customers but harm your reputation. The visitor will leave your website and probably never return.

When content is relevant and compelling, it keeps people on your website for longer. They engage with your piece and your brand. They could be intrigued enough to want to learn more. The longer they hang around, the more they trust you. Trust builds loyalty and it leads to more customers and greater sales.

They Know What Content Works

Expert copywriters will know what content works for the brand they are writing for. They will know if content ideas, topics or some pieces won’t do well for the brand or company. They will also know how to change content to suit the audience, platform or channel of distribution. A content creator will be able to share their insights on what content works best. 

A content creator will know when an infographic will be appropriate or when a blog post will be best. They will know when a video is needed or if a white paper would be a better fit.

If you have a good relationship with your writer, they will feel comfortable having these conversations with you. They will be able to better advise you on what type of pieces will work and have a better chance of converting leads to sales. 
There are many ways SaaS content writing can help generate website traffic, leads and sales. You just need the right people on board or the right SaaS content marketing agency. 

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