You know what really grinds my gears? When I spend my (relatively short) attention span to understand what your software does, but end up questioning my own sanity as a copywriter.

If looking at different SaaS websites is a part of your job, it’s about time you get the hang of how they are structured: homepage, software and/or solutions pages, features pages, use cases, resources, and book a demo page. So on and so forth.

There’s nothing wrong with how SaaS websites are structured (well, there are a few, but that’s another story for another time). However, what frustrates me the most is how these pages are written.

One of the biggest problems I often come across with SaaS content is how it’s written from an “insider” perspective and, worse, without actually considering “outsider” audiences.

What do I mean by this? Imagine trying to understand what enterprise risk management software is, but all you see are dense paragraphs filled with industry jargon like “GRC,” “ISO 31000,” and “risk appetite,” without any straightforward definitions or practical examples.

But these pages are not made for you!

Fair enough. These pages are not designed to entertain common readers. However, keep in mind that not all decision-makers are subject matter experts. Sometimes, the most junior person on the team, or even an intern, might be tasked with conducting preliminary research or gathering options before the decision-makers review them.

And what happens when they don’t understand what your product offers, let alone how it would help solve their challenges or fit into their needs? They leave their site, simple as that.

Here are some tips to write like a human being.

1. Know your product

This might sound like a piece of absolutely useless advice, but you will be surprised at how little some copywriters know about the product or service they write about.

In an ideal world, copywriters would work alongside developers in order to understand the product inside out. However, if you’re not in a position to do so (e.g., you’re a new copywriter on the team or a freelance copywriter working on revamping the copy), make sure you at least have access to the service definition document, demo videos, and, even better, a live product walkthrough.

This is because you, as a copywriter, need to know the features, benefits, and unique selling points (USPs) thoroughly. This depth of knowledge will then allow you to communicate confidently and clearly about what your product does.

On the other hand, without a solid grasp of your product, your writing will lack the conviction needed to persuade your audience. And you will likely end up paraphrasing the same information over and over again. This doesn’t give any real value to your audience, and it will show.

Pro Tip: While researching, I jot down any questions I have about the product. I then make sure to answer these questions in the copy or include them in the FAQs. Since I approach the product with little to no prior knowledge, just like the audience, my questions are likely the same ones they would have.

2. Know your audience

Through your inbound marketing sales funnel, you likely have different audiences at various stages. At the top of the funnel, your content may target a broad audience within the industry and related fields. However, as you move down to the middle and bottom of the funnel, your copy can become more specific and technical. At these stages, the audience is likely to already have a better understanding of what they are seeking.

Apart from varying levels of knowledge, you need to know their pain points, needs, and decision-making processes. This involves researching your target market, creating buyer personas, and understanding what motivates them.

Ask yourself:

  • What problems are they trying to solve?
  • What obstacles do they face in their daily operations?
  • What features or benefits are most important to them?
  • Are they looking for efficiency, cost savings, innovation, or something else?
  • Who has the authority to make purchasing decisions?
  • Who influences these decisions, even if they are not the final approver?
  • What constitutes a good return on investment (ROI) for them?
  • What are they currently using to address their needs?
  • Why might they be dissatisfied with their current solution?

This list of questions is not exhaustive, but it should steer you in the right direction if you want to tailor your messaging to your audience.

The ultimate goal is to make readers feel understood and confident that the product is the solution they have been looking for. You do NOT want to make them leave your website feeling less informed or, worse, more confused about what they need.

3. Lose the jargon

Sure, using jargon and industry-specific terms can be seen as a reflection of your expertise. But who are you really trying to impress—yourself or your audience?

Technical jargon can be difficult to understand, especially without specific context or background knowledge. It can even alienate potential customers.

Instead, aim for clarity and simplicity. Explain complex concepts in plain language that anyone, regardless of their technical background, can understand (and to be able to do this, go back to #1). Not only does this make your content more accessible, but it also demonstrates respect for your audience’s time and intelligence.

By cutting out the jargon, you make it easier for readers to grasp the value of your product quickly, which is essential for keeping their attention and driving conversions.

Pro Tip: If you cannot avoid jargon at all (which is very unlikely), make sure you provide a clear definition of what it means – which can be in the form of a glossary – and keep the usage to a minimum.

4. Turn “technical” into “practical”

Instead of bombarding your readers with technical specifications, focus on practical benefits. Describe how your product will improve their daily operations, solve specific problems, or save them time and money. In the SaaS world, these are what we call use cases.

Use real-world examples and scenarios to illustrate these benefits. For instance, rather than just stating that your software integrates with multiple platforms, explain how this integration streamlines workflows and reduces manual data entry.

Avoid using feature names as headings. Titles like “Comprehensive Risk Management Tools” do not provide immediate value or understanding. Instead, headings such as “Identify and Mitigate Risks with Real-Time Monitoring” clearly communicate what the software does right off the bat.

By translating technical features into practical advantages, you help your audience see the real-world impact of your product, making it more appealing and relevant to their needs.

5. Write to visualise

Good copy should help readers visualise using your product. Use descriptive language that paints a picture of what life will be like with your software.

Highlight the ease of use, the seamless integration into their current systems, and the immediate benefits they will experience. Include customer stories or testimonials that describe successful implementations.

This helps potential customers imagine themselves as satisfied users. When readers can visualise the positive outcomes of using your product, they are more likely to be convinced of the value and take the next step in the buying process.

Now it’s your turn.

If you are a SaaS copywriter, I hope these tips will help you to be mindful when addressing your audience and write more inclusively.

If you are a SaaS provider looking for help with copywriting, check out how we can help you tell your B2B story here.

Now go flourish and write things that make sense!