Using B2B SaaS Copywriters to Improve Conversions

When it comes to a new website launch the primary focus is often on discussions relating to Content Management System [CMS] re-platforming and brand refreshes/ visual identity uplifts. Messaging is often an overlooked part of the brief. This short article outlines what messaging is, why it is important to get right, and why messaging should be front and center of any discussions relating to new website builds.

When it comes to B2B and SaaS companies, your marketing website is the most important element to get right. After all, it represents the shop-front for the world, where leads are generated and sales pipelines are filled. For growing tech companies, re-platforming tends to happen every few years with visual identity enhancements happening on a more frequent basis. As this article will argue, baking in a messaging refresh on a regular basis is highly recommended, especially for growing SaaS companies looking to improve conversion rates.

Messaging can be an oft overlooked part of the B2B SaaS website jigsaw. It can be perceived as a relatively straightforward task not worthy of specialist input - one that can be done cheaply and in-house. However, this is rarely the case, as most early stage marketing functions usually consist of team members with more generalist marketing skill sets (typically the case for pre Series C companies) where copywriting specialism is not the norm. It is thus important to leverage the skills of independent specialists to help ensure that visitors arriving at your site can quickly understand what you do and what your core value proposition is.

Messaging refers to the crafting of web copy that is considered, and is designed to get key points across within significant space constraints. It refers to the copy on the page and relates to:

• what you say (the language used)

• how you rank order key points by priority (the location of the copy on the page)

• the tone of voice you adopt, (the tone used)

• the tense you use (the language used to help persuade the reader to take action).

Software buyers have to navigate an increasingly busy world where choice is abundant. Upon arriving at a page they need to quickly understand:

1. Whether they are in the right place?

2. What the key resultant benefits of your application are?

3. How does it differ from competing alternatives?

4. What outcomes can they expect from using your application?

5. What 3rd party evidence do you offer to support your claims?

Strong messaging delivers on all of these, while reassuring the visitor they are in the right place. Similarly, tasking a junior marketing person with writing web copy (particularly for technical solutions) is likely to lead to confusion and depressed conversion rates.

Given the percentage of traffic on most sites is heavily skewed to the homepage, optimizing the messaging on it often represents a key priority. Optimizing content and messaging for the following elements is key:

• Eyebrow text - the text that appears above the H1 and helps signify the broad SaaS category you are in

• H1 - the main heading above the fold that helps anchor the primary use case

• H2 - appears below the H1 and helps deliver some key messages

• Primary call to action - optimizing the copy on that small button helps ensure a strong conversion rate

• Secondary call to action - copy relating to a lower commitment ask for those earlier in their buying journey

• Business benefits - When it comes to core features and resultant benefits, they should be rank-ordered by priority and should outline the key benefits for the primary ICP

• Hierarchy of benefits - These can be rendered as icons - providing clarity to the benefits arising from the feature set.

• Desired outcomes - What does a future state look like?

• Social proof - 3rd party validation in the form of reviews, testimonials, case studies and customer quotes.

A common home-page structure will thus follow this content flow:

Step 1- Establish the Problem

• What are the business-critical problems our customers are struggling to address?

• Is there an urgent market trend that we can pin this on?

Step 2- Introduce the Solution

• What does the ‘ideal solution’ need to do in order to solve these problems?

• How does our product deliver this solution?

Step 3- Demonstrate Value

• What does the ‘promised land’ look like?

• What stats and testimonials can we use to prove that we can get you there?

Finally, where budget permits, the above exercise can be extended to other key pages including the main product page, landing pages for paid acquisition, and even for optimizing the Top Level Navigation.

Aside from website copy, nailing the “About Us” or “Boilerplate” messaging is also a key exercise that should be included with any copywriting engagement.

Can you articulate the value proposition in one-line, two-line, and three-to-five line descriptions?

In an increasingly crowded SaaS ecosystem, differentiated messaging is crucial, and nailing your positioning is something a good copywriter can aid with, helping ensure buyers can place you in their consideration set of shortlisted options.

So who are some of those copywriting and messaging specialists operating in the B2B SaaS space?

There are a growing number of copywriting specialists focused on B2B SaaS clients exclusively, who can ensure that your messaging resonates with your Ideal Customer Profiles (ICPs) or Buyer Personas.

Here are some of the main players I am aware of (listed alphabetically)

• Kerry Campion - God Save the Serp - SEO power-up for SaaS companies

  https://www.godsavetheserp.com/

• Pedro Cortes - B2B SaaS Conversion Expert

  https://www.cortes.design/

• Josh Garofalo - Sway Copy - SaaS Copywriter and Consultant

  https://swaycopy.com/

• Louis Grenier - Everyone Hates Marketers

  https://www.everyonehatesmarketers.com/

• Alex Napier Holland - Gorilla Flow - SaaS Copywriter

  https://gorillaflow.com/

• Victor Ijidola - Premium Content Shop - Content Marketing Services For SaaS & B2B Brands

  https://premiumcontentshop.com/

• Annie Maguire - Conversion Copywriter

  https://www.anniemaguire.com/

• Helen Peatfield - B2B Tech & SaaS Copywriter

  https://www.linkedin.com/in/helenpeatfield/

• Racheal Pilcher - Mighty Fine Copy - B2B SaaS Copywriter & Growth Strategist

  https://www.mightyfinecopy.com/

• Harry Lawson – Elements Copy — B2B SaaS Copywriter & Messaging Strategist
  
  https://elementscopy.com/

Messaging represents a key part of any B2B SaaS website, but it is sometimes overlooked by marketing leaders when refreshing the website (especially early stage SaaS startups when resources are more constrained). As I have argued, employing a specialist copywriting freelancer (or agency) to improve messaging is a worthwhile investment as SaaS companies look to improve conversion rates on their sites.