How to write a SaaS product copy that converts (deep dive)

How to write a SaaS product copy that converts (deep dive)

Optimizing for conversion is one thing, making site visitors understand your messaging is a different thing entirely. Without a clear product or landing page copy, you might never be able to reap the full benefit of all your Conversion rate optimization hard work.

The goal of “regular” text is to inform or entertain. The goal of sales copy is to get people to do something—to sign up, make a purchase, or something similar.

Quick Summary:

Hence, the reason why I am writing this article is to show you how to write your copy in such a way that it builds trust in the mind of your potential customer and increases the current profit margin. All this can be achieved without a significant increase in the number of traffic coming to your website.

In this article, you will learn how to write a good value proposition, understand the elements of a good product page copy and how to improve your already existing copy if you have one:

Let’s go.

What is conversion copywriting?

If you are new to the world of SaaS marketing, the word conversion copywriting might sound really strange. Don’t fret, it’s an easy phrase to grab. Think of all the textual elements you include on your website in order to ensure more people become paying customers. Easy right?

According to peep lager from CXL institute, your SaaS product page or entire website copy follows a well-thought-out process. It should be something you wrote in your sleep and slapped all over the internet.

Ensuring clarity in your product messaging is the important reason why you should follow a well-thought-out procedure in writing your copy. According to marketingsherpa, after surveying 690 consumers, they found out that being able to understand what a product does is most important.

In fact, clarity trumps persuasion.

Six steps for coming up with a good copy

  • Research your customer or product competition to figure out their own unique proposition.
  • Come up with your copy outline.
  • Draft your copy.
  • Figure Out your conversion boost
  • Revise & rearrange the copy
  • Test.

There are many reliable sources that provide credible market information at no cost. According to Smallbiztrends, your competitor’s website is the best place to begin your research.

What am I looking for you may ask?

You need to figure out why people buy the product, how they bought it, what they use it for and what really matters to them.

Why is being different important?

If you are not selling something unique, you are selling as much for your competition as you are selling for yourself. If your copy is about you, your product, your company and not the prospect (his problems, his life), you will fail.

Make your entire copy about them. Avoid cheap talk like we are the best SaaS company (“ our company”, “my company”, “best product in the world”) and the likes. This is exactly what we do when we create landing pages for clients like you.

Now that we have sorted out the basics, let’s see how you can optimize your copy.

How to optimize your saas product page copy?

Follow these few steps and you will be on your way to more conversions and sales.

1. Optimize for clarity. It should be clear what you sell, who it’s for and why it’s good.

2. Optimize for information. Your copy should answer every question your intending customer has.

3. Apply a persuasion boost that’s applicable to your industry. Examples include free shipping, real-time chat with customer service, 20% off, and no-obligation free trial.

Now that you understand how to optimize your product page, let’s see how to come up with a value proposition.

What is a value proposition?  

According to this article from CXL, A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you. It’s the offer, that your visitors will get when they click.

It’s the number one thing that determines if your site visitors will read your entire copy or not. Get this straight, the smaller or less know your company is, the more you should test your product value proposition.

Your VP should offer these 5 things

  1.  Explain how your product solves customers’ problems or improves their situation.
  2.  Deliver specific benefits to intending buyers
  3.  Tell your ideal customers why they should buy from you and not from the competitor.
  4.  Makes you look unique
  5.  Language is simple and clear.

There isn’t any straightway to come up with a value proposition. I write for clients based on their business offering, target audience and requirements.

A simple unique formula for writing VP

This simple formula will enable you to write your business value proposition irrespective of your business niche or type. Use the acronym HSBV. It works every time, use it for most of the saas startups I work for.

Funny acronym right? Let’s look at it one after the other:

  • Headline: This is your attention grabber. Describe the end benefit of your product in a simple short sentence.
  • Sub-headline: A 2-3 sentence paragraph that explains what you do or offer, who it’s for and what it’s useful.
  • Bullet points: up to 3 bullet points that list key benefits or features.
  • Visuals: Images that reemphasize your value proposition.

If you want to learn more about value proposition, read this fantastic article on how to create unique value proposition from CXL blog

Hey, I want to understand this, no written value proposition will be final. It’s good you test over and over again to figure out the right messaging for your target audience.

Your site analytics is a good place to start.

If you just getting started with conversion rate optimization, this article will help you get started.

How to review your website or product copy.

Get this and get it right. Nobody, not even the most experienced copywriter can ever write a perfect copy. It’s impossible.

Furthermore, it’s good marketing practice to review your SaaS product copy from time to time to ensure consistent conversion.

Here are a few ways you too can review your copy:

1.  Peer review: you do this by recruiting the target audience and copywriters and asking them in detail what they think about your new copy.

2.  Take it through the VCC test. I will explain a bit further. Here’s what VCC means:

  • Value: What’s in for the user
  • Clarity: Eliminate all confusion, keep the language simple, and concise and avoid jargon.
  • Credibility: Is this believable? Avoid superlatives & vagueness. It leads to distrust instead, be specific in your statement.

When to use Images/video in your value proposition.

While images reemphasize what you have already said using text. Videos perform on a different level when you:

1. Have a novel product that needs quite a bit of explaining.

2. You are selling a physical product

3. You are selling yourself probably as a consultant and you want to show your credibility.

A good formula to use when creating a video is the Problem – Agitation – solution formula. Read more on the PAS formula here.


In coming up with your product copy, make up your mind to communicate clearly all the main information that will enable site visitors to learn more about your product and make a purchase should they want to. Forgo sassy persuasion techniques and tricks. It will only destroy your company’s reputation.

Have you come up with a value proposition before? Tell me how you did it in the comment section below.

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