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An Ultimate Guide to Write Better B2B SaaS Website Copy

September 15, 2021 – Jessica Fender
b2b saas website copy

An Ultimate Guide to Write Better B2B SaaS Website Copy

Website copy, or the text surrounding your product portfolio and blog posts, matters as much as its design. The way you write navigation text, calls to action, and choose keywords speaks volumes about how professional your B2B business is. According to data, 74% of website visitors pay attention to the quality of spelling and grammar, with 59% avoiding interacting with said company websites. Additionally, web users only consume 20% of content on a web page on average, meaning that your copy has to be impeccable throughout. With B2B leads, the stakes are even higher, as you want other companies and their representatives to leave your site with good impressions. Let’s discuss the ins and outs of B2B SaaS website copywriting, its benefits, and the tools you can use in the following segments. These will help you reshape your website’s content to be more representative, inspire trust, and become more SEO friendly thanks to writing better copy.

Benefits of Writing Better B2B SaaS Website Copy

It’s important to understand that there is a stark difference in writing copy for B2C and B2B leads as a SaaS company or otherwise. B2C leads are interested in immediate sales, discounts, and interaction with your business, while B2B leads are more careful and calculated. They might want to reach out with collaboration opportunities, rent SaaS services for X years, or even invest or buy parts of your business. End-of-year statistics show 51% of B2B marketing budgets in 2020 went into website development, with 76% of B2B marketers noting they have formal marketing plans. Writing copy with B2B leads in mind requires you to take a more professional, reserved approach instead of personalizing your writing. The benefits of adopting such an approach can be summed up as follows:

  • Showcase your understanding of your industry
  • Build a solid brand image for your B2B SaaS business
  • Create an original, unique experience for your site visitors
  • Persuade B2B leads to reach out for business purposes
  • Improve your site’s SEO ranking and domain authority
  • Increase your income and ROI through website copywriting

Website Copywriting Tools to Make Use Of

As with any form of writing, including blogging, social media, and email marketing, B2B SaaS copywriting will require you to use certain writing tools. Using notepads and offline text editors to create website copy isn’t a good idea. Instead, you should select a few tools and services to use going forward to improve your writing skills and do a grammar check every time. Think of it this way: students who have academic assignments to write in the future can free up their time by using dedicated services. If they decide that “someone should write my research paper for me”, it should be easy for them to find such a service online. The same applies to B2B leads who are looking for your website – you need to tick off all the right expectations company representatives might have. Here are a few tools you can make use of for your B2B SaaS website copy to avoid SEO or grammar troubles going forward:

  • Readable
  • Hemingway Editor
  • Evernote
  • Grammarly
  • Words to Use
  • INK for All

B2B SaaS Website Copywriting Tips and Guidelines

Adopt a Philosophy of Benefits over Features in your Copywriting

B2B leads who come to your website will want to know more about who you are as a company instead of looking at price tags. This is where B2B leads veer away from B2C, as the latter will enjoy a standard eCommerce-style website much more. Instead of listing the features of your SaaS service and relying on technical jargon, start by talking about its benefits. What can your service do for other B2B companies, and how will it make their work easier? This is the most important takeaway B2B leads want from your website’s copy, especially on the homepage. By listing your features, you risk coming across as just another B2B SaaS business with nothing unique or original to offer. By writing about benefits, you can describe your company’s philosophy, how you treat clients, and how passionate you are about your service.

Showcase your Staff, Successful Projects, and Mission Statements

Again, people who represent B2B companies and are evaluating your B2B SaaS website won’t care about prices, at least at first. Instead, they will want to know more about who your staff members are, what your company’s past is like, and what you stand for. Showcasing the logos of companies that you’ve worked with will also help B2B leads to determine whether you’re a good fit for their needs. Even if you are a one-man show or a small startup operating from a garage, be proud of who you are as a company. B2B companies are very fond of dedicated teams of individuals who believe in their service and will want to work with them. You can use your homepage and “About us” to talk about who you are behind the B2B SaaS company branding. Adding a human face to the business will work wonders in your favor and convince B2B leads to reach out.

Use Numbers to your Advantage on the Homepage

Just as in other forms of digital marketing, social proof can work well in your favor in website copywriting. B2B leads who are interested in working with your company will want to know about your corporate past. How many clients did you have so far, how satisfied were they, and how successful were you in meeting their needs? SaaS websites often list these data points in the form of numeric social proof on the homepage. Data points such as “X satisfied companies working with us” or “Y years of professional service on the market” are great choices. You can pair your social proof data with simple vector graphics which will further improve the visitors’ reading experience. Make sure to only use the data which works in your favor, however, as to avoid counter-marketing yourself accidentally.

Make your Sitemap Available in the Website’s Footer

Depending on the type of SaaS you offer, some B2B clients may want to go in-depth into your website to review its optimization and organization. Creating and publishing your sitemap on the homepage and positioning its link in the UI footer will improve not only your SEO but site usability. Search engines often use sitemaps to determine how well a website is optimized, adding or detracting from its overall ranking. B2B leads might want to read your sitemap for the sake of curiosity, or as a decisive factor in whether to work with you. Writing copy for your sitemap is a useful step in optimizing your B2B SaaS website, regardless of what type of content you rely on otherwise.

Implement a Chatbot into your Website and Write FAQ Into It

Many websites today use chatbot AI to service website visitors and to intercept their demand for asking questions about the company. You can implement a chatbot into your website in the lower right corner in the form of a chat bubble with which people can interact. Your chatbot can answer rudimentary questions which you can write answers for in the form of a FAQ. Depending on the question, the chatbot can direct a B2B representative to a certain page or help it arrange a chat with your real-world representative. Chatbots are extremely convenient and able to pick up question patterns over time, increasing their value even further. Most importantly, writing chatbot copy will signal to B2B leads that you had the foresight to convenience them by answering their questions quickly.

Apply SEO to your Website Copy After Writing It

Search Engine Optimization (SEO) is very valuable, B2B SaaS website or not. It can help rank your site better and lead the right people to your homepage more quickly via Google, Yahoo, Bing, and other search engines. SEO can also detract from your B2B SaaS website copy if you mishandle it. Never write website copy by looking for trending keywords and phrases before you even have a content plan in place. Focus on writing your website copy “freeform” and then use SEO to improve your ranking. You can also reach out to a SaaS marketing agency that will provide you with SEO services if you are short on staff or time. Regardless, handling SEO with care will put your B2B SaaS website in Google’s good graces. Keyword stuffing, content spamming, and artificial adherence to keyword trends will do the opposite – original writing should always precede SEO.

Ensure that your Website Copywriting is Consistent on All Pages

Consistent copywriting across all pages on your website is an important selling point for B2B leads. They are likely to go through all of your pages just to ensure that you live by what you are preaching on the homepage. Once you decide to review and rewrite your B2B SaaS copy with a plan in mind, you should do so for all website pages. Don’t write copy only for your homepage or “Services” page and call it a day. Reinvent how you approach your website’s content by writing fresh copy for every navigation page separately. This will showcase how dedicated and professional you are in keeping your website in check. Moreover, B2B leads will be convinced that you’re worth their time and are likely to ask for your services after going through your new copy.

Review your Website Analytics and Rewrite your Copy When Necessary

Once you’ve written a new B2B SaaS website copy, you shouldn’t rest on your laurels just yet. You don’t know how well your new copy will be received by B2B stakeholders, or whether it will hold up under SEO algorithms for long. The only way to know that is by reviewing your website analytics regularly and making small changes whenever it’s necessary. Which pages are trending on your website and why? What can you do to increase your conversion rates? How effective are your calls to action at attracting B2B leads? These questions are closely tied to your site’s interaction data, and the only way to act on them is after the website copy is live. Keep cleaning up your website’s copy periodically and your leads, as well as search engines, will look at your initiative favorably.

B2B SaaS Website Copywriting Mistakes to Avoid

Now that we’ve taken a look at how you can improve your B2B SaaS website copy moving forward, let’s also talk about what to avoid. There are mistakes and miscalculations which you can implement into your copy which will severely hinder your website’s appeal. No matter which scale you operate at and in which industry or market, avoid the following writing mistakes to make good use of your website:

  • Translating and localizing content using machine-learning AI instead of working with native speakers
  • Failing to answer the most important questions – what do you sell, why, and how can B2B leads reach you
  • Writing too much navigation and UI text – keep it simple, informative, and actionable
  • Forgetting who your target audience is and writing a generalized website copy to tick boxes off
  • Keyword stuffing which can result in unnatural and robotic copy – balance original writing with SEO
  • Lack of reviews, quotes, or testimonials from satisfied companies who worked with you in the past

Ironing Out your Website’s Copy over Time (Conclusion)

Writing a worthwhile copy for your B2B SaaS website will take some time. You will need to go through several revisions and fixes until you land on a writing solution that will satisfy your target audience. Until then, it’s important to try new things, experiment with your writing, and aim to create an original tone and style for your website. No one likes to browse a website that is generic and built based on algorithms and AI – give your writing a human touch. Your B2B leads are people like yourself, and balancing professionalism with originality will lead them to respond in kind.


SaaS Growth
Post by Jessica Fender
September 15, 2021