B2B SaaS Copywriting Do’s and Don’ts

B2B SaaS Copywriting


If you’re a B2B company, then you know the importance of high-quality website copy. After all, your website is often the first impression potential customers get of your business. Statistics reveal that copywriters write more than 50% of all the writing on the internet. The staggering number of copywriting jobs that are now available shows how vital this type of content writing has become.

So, if you want to get the most out of your website, it’s vital that you choose a reliable and affordable website copywriting service. But if you want to do it yourself, then there are some  things you should know about B2B copywriting.

Copywriting for a B2B SaaS company is different from copywriting for other industries. The main difference is that a B2B SaaS company has to focus on the sales of their SaaS product to founders, executives, CEOs, and other higher-ups. This means that the B2B SaaS copywriter will have to be more interested in selling the benefits and unique features of their SaaS product than just selling information about it. 

As such, there are specific do’s and don’ts to follow when creating content for a B2B audience. Let’s get started.


The Do’s of B2B SaaS Copywriting


Here are some of the best practices in writing a B2B SaaS copy that converts:


Write benefits-focused headlines


When copywriting for a B2B SaaS company, it’s important to focus on the benefits of the SaaS product. This means highlighting what your company can do for the customer, rather than what the customer has to do to use your software.

One way to do this is to write headlines that focus on the benefits of using your software. For example, “Get More Productivity with Our B2B SaaS Solution” rather than “Download Our B2B SaaS Solution.”

Another way to focus on the benefits is to use testimonials or social proof from customers who have seen success with your software. According to a report from Demand Gen Report, 97% of B2B CMOs said that customer testimonials were a strong driver of growth for their B2B companies. The benefits of your SaaS product are important because they help you to stand out in a crowded marketplace. Use quotes from customers that talk about how they were able to achieve their goals by using your software within their own company.


Use numbered or bulleted lists


When you’re writing for a business-to-business audience, using numbered or bulleted lists can be an effective way to organize your thoughts and make your argument easier to follow. This is especially true when you’re trying to communicate a process or list of features.

Numbered lists can also help to emphasize key points, while bulleted lists can help break up large blocks of text and make information easier to scan. When used correctly, these simple formatting tools can make your SaaS copy more readable and engaging for your B2B audience.


Keep paragraphs short


When writing for your B2B SaaS company, it’s important to keep your paragraphs short. This makes your copy easier to read and helps your audience retain the information you’re sharing with them.

In addition, shorter paragraphs help break up the text on the page, making it look less daunting to readers. This is especially important on landing pages and in other areas where people might be scanning through content to find the information they need.

Shorter paragraphs also make it easier for search engines to index your content, helping you rank higher in search results. So if you want to get the most out of your copywriting, keep those paragraphs short!


Be clear and concise


Clarity and conciseness are key. You want to make sure that your audience can easily understand what you’re saying, without having to read through the entire piece multiple times. This is especially important when it comes to explaining your SaaS product.

Your goal should be to communicate your message in a clear and concise way, while still providing enough information for your audience to understand what you’re offering. Remember, you don’t want to overwhelm them with too much detail, but you also don’t want to leave out important information.

If you can find a way to balance clarity and conciseness, you’ll be well on your way to writing an effective copy for B2B SaaS.


Make it engaging


In order to engage potential customers, businesses must produce effective copywriting. However, this is especially true when it comes to businesses selling SaaS. When it comes to this type of business, the copywriting must be especially engaging in order to compel visitors to sign up for a free trial or buy a subscription.

There are several reasons for this. 

First, when people are looking for software online, they are often doing so because they have a specific need that they urgently need to address. As a result, they may not be in the mood for reading long form copy. In addition, since SaaS is often seen as a complex purchase, potential customers may be hesitant about signing up for a free trial or buying a subscription without knowing more about how the product works.

This is where good copywriting comes in. You can write a copy that is engaging even for people who don’t know what SaaS is or why it’s relevant to them. This means you need to create a clear and compelling reason for your visitor to sign up for your trial or buy a subscription.


Use images sparingly


When it comes to copywriting for B2B SaaS, using images sparingly can be a great way to focus attention on your message. Too often, images are used as a crutch instead of relying on strong copywriting. By limiting yourself to just a couple of images, you can make sure that each one packs a punch. Additionally, keeping your image usage consistent with your branding will help your readers quickly and easily associate your content with your company.


Stick to a style guide


Most B2B SaaS companies have some form of style guide to ensure their copy is consistent and on-brand. But many people don’t realize the importance of following a style guide when writing for a B2B SaaS company.

Here are four reasons you should always use a style guide when copywriting for a B2B SaaS company:

  • It helps create a unified voice. When everyone follows the same style guide, it helps create a unified voice for your company. This makes it easier for customers and prospects to understand your messaging and positioning.
  • It ensures consistency across all channels. When everyone follows the same style guide, it ensures consistency across all marketing channels. This helps promote a consistent brand image and message for your customers.
  • It improves readability. A style guide can help improve readability by setting out specific rules for grammar, punctuation, and usage. It can also provide guidance on how to format titles, headings, and lists. This helps to create a unified look and feel across all of your content, making it easier for readers to navigate. Additionally, a style guide can help you to avoid common writing mistakes and ensure that your content is clear and concise.
  • It prevents embarrassing mistakes. Copywriting for a B2B SaaS company can be difficult because there are so many rules to follow. A style guide can help prevent embarrassing mistakes by ensuring that all copy is written in a consistent style. This helps to create a professional image for the company and makes it appear more credible to potential customers.


Proofread, Proofread, Proofread


When creating website content, brochures, or any other marketing materials, it’s important to keep in mind your audience. In the case of B2B SaaS, you are not targeting consumers but rather other businesses. As a result, your copy must be clear and concise while still providing the necessary information about your product or service.

One of the most important aspects of good B2B SaaS copywriting is proofreading. Typos and errors can make your company look unprofessional, spammy, and can even cost you sales. 

So take the time to read over your work carefully before publishing it. Don’t let the fact that your business is a SaaS company fool you into thinking that it’s easy to create great B2B SaaS content. With so much competition in this space, businesses must produce compelling copy to stand out from their competitors.

Use Headlines and Subheadings


Headlines can help structure your argument and make it easier for readers to follow. They also help break up your text and make it easier on the eye.

Subheadings can do the same thing as headlines, but they can also be used to highlight different sections of your argument. This makes it easy for readers to scan through your copy and find the information they need.


The Don’ts of B2B SaaS Copywriting


Here are some things to avoid if you want to write a compelling B2B SaaS copy:


Don’t overwhelm readers with text:


When it comes to copywriting for B2B SaaS, you don’t want to overwhelm your readers with too much text. Instead, focus on getting your message across in a clear and concise way. Remember, you’re not writing for the average consumer; you’re writing for business professionals who are likely busy and have little time to waste.

Your headline is also important. Make sure it’s catchy and interesting, and that it accurately reflects the content of your article. And be sure to use keywords throughout your article, as this will help improve your SEO ranking.

When it comes to copywriting for B2B SaaS, less is often more. Keep your text clear and concise, and make sure your headline is attention-grabbing. Use keywords throughout your article to improve your SEO ranking.


Don’t use technical jargon


Using too much technical jargon can confuse your readers and make it difficult for them to understand what you’re trying to say.

Focus on using simple, straightforward language that communicates your message effectively. Avoid using complex terminology and stick to words and phrases that your readers will be familiar with.

When writing for a B2B audience, remember that your goal is to communicate with your readers in a way that is easy for them to understand. Use clear, concise language and avoid using too much technical jargon. This will help you to create a copy that is understandable and more engaging.


Don’t write bland content


If you’re writing for a B2B SaaS company, your content shouldn’t be “bland”. Why? Because your potential customers are looking for information that will help them make a decision about whether or not to buy from you. They don’t want to read content that’s been written for the general public – they want to know what makes your company different, and how your software solution can help them achieve their business goals. So be specific about what your SaaS product brings to the table!

Your content should be tailored to your target audience, and it should answer their questions. What are the biggest challenges your potential customers are facing? How can you help them overcome those challenges? What benefits will they receive by working with you?


Don’t be too salesy


Your goal should be to help potential customers understand how your product can solve their specific problem, rather than trying to convince them that they need your solution.

Focus on the benefits of your product, and make it easy for potential customers to see how you can help them. Be clear about what makes your product different from the competition, and explain why your solution is the best option for them.

Remember, you want to provide value to potential customers, not just sell them a product. If you can show that you understand their needs and can provide real value, they’ll be more likely to become paying customers.


Final Thoughts


When writing copy for a B2B SaaS company, remember to keep it clear, concise, and to the point. Use simple language that your target audience can understand, and make sure to focus on the benefits of your product or service. Avoid using jargon or technical terms, and make sure your copy is error-free. Above all, be sure to test and revise your copy until it is perfect. 

If you need more help in growing your SaaS business, don’t forget to check our blog. We regularly publish articles to help you succeed.


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Ken Moo