In SaaS, a strong product is only part of the recipe for success. Equally important is how effectively you communicate that value to your audience, particularly through your digital presence (in this case, your website). Luckily, there are ways you can refine the right message and visuals to transform a website from a static page into a powerful lead-generation tool. Here’s how:
When I first sat down with a mid-sized SaaS company a few years ago, they were in a tough spot. Their product was strong, but their website wasn’t pulling its weight. They were getting traffic—plenty of it—but those visitors weren’t converting into leads or demo requests. The copy on their site was technically sound but lacked the clarity and customer focus needed to truly connect with their audience.
I remember the kickoff meeting vividly. We gathered the key stakeholders to discuss the challenges they were facing. As we delved into their goals, it became clear that their target audience was overwhelmed—not just by the sheer amount of information out there, but by the complexity of the messaging. Their potential customers were busy professionals who didn’t have time to wade through jargon-laden content that didn’t immediately speak to their needs.
One of the first things I did was dig deep into the existing website copy. What I found wasn’t surprising—like many tech companies, they had fallen into the trap of focusing too much on what their product did rather than how it could help. Their messaging was packed with technical details and feature lists but offered little in the way of clear benefits for the user and how it impacted them specifically. It was a classic case of “we know our product is great, so let’s just talk about all the cool features,” without considering whether the audience cared about those features.
But the thing is, features don’t sell products—tangible benefits do. The real challenge was to shift the focus from a product-centric narrative to a customer-centric one, where the copy directly addressed the pain points of the target audience and presented the SaaS solution as the answer.
Note: This approach isn’t just something I apply to one client—it’s a best practice I’ve taken to all clients, consistently driving better results.
Before any content work began, I made sure to conduct a thorough audit of the site. This included analyzing the existing sitemap to understand the structure of the site and ensure that it aligned with the customer journey.
During this audit, we identified key areas where the website could be streamlined and optimized for better user experience. This step is crucial for setting a strong foundation—without it, even the best copy can fall flat if it’s not supported by a well-organized site.
Before writing a single word, I turned to research. I analyzed their competitors, studied their audience’s behavior, and conducted SEO research to identify keyword opportunities. What stood out was a glaring gap in the market. Competitors were heavily focused on branded keywords and features, but they were missing the mark when it came to addressing the real-life problems their customers were facing, and going after the keywords they would be searching for.
This insight was the turning point. We realized that by honing in on how the product could make life easier for users—whether it was by saving time, reducing costs, or simplifying a complex process—we could set the SaaS company apart. This would not only make their website more engaging but also drive more conversions. And while the focus shifted to benefits, we still never lost sight of showcasing the product’s features and capabilities. After all, it’s the combination of strong features and clear benefits that truly convinces a prospect to take action.
With a clear direction in mind, I started drafting the new copy. I stripped away the unnecessary jargon and replaced it with straightforward, benefit-driven language. For example, instead of saying “Our software has real-time analytics,” we went with “Make faster, data-driven decisions with real-time analytics.” It was all about making the value proposition for our prospects crystal clear while still emphasizing the powerful features that made those benefits possible.
A critical part of this process was ensuring that the most compelling and essential content was positioned "above the fold"—the section of the webpage that users see first without needing to scroll. By placing key messaging and calls to action in this prime real estate, we made it easier for visitors to immediately understand the value of the SaaS product and encouraged them to engage further.
To complement the copy, we also worked on integrating clear product shots throughout the site. Visuals play a significant role in how users perceive value, and by showcasing the product in a clean, professional way, we made it easier for potential customers to visualize themselves using the tool.
Note: This approach is something I consistently apply across projects, as it helps reinforce the connection between what’s being offered and how it can be used.
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After (with product shots) |
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Another critical element we added to the website was social proof. We integrated testimonials and case studies directly into home and product pages, showing potential customers that others in their industry were already benefiting from our solution. This not only built credibility but also provided real-world examples of how the product delivered value—an approach I’ve found to be highly effective in driving conversions.
We also revamped the calls-to-action (CTAs) across the site. The original CTAs were generic and uninspiring, which likely contributed to the low conversion rates. By making them more compelling and benefit-focused—think “Get started today” instead of “Contact us”—we saw a noticeable increase in engagement. This emphasis on clear, action-oriented CTAs is another best practice I bring to all my projects, ensuring that every step of the user journey encourages action.
Note: It’s not only the CTA you should focus on, but also the header that leads readers to the CTA. Here’s an example:
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After (we also updated their brand) |
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The impact was almost immediate. Within three months of launching the new copy and visual elements, the company saw a 25% increase in conversion rates. But the real kicker was the 30% boost in demo requests. The company’s sales team was thrilled—they finally had a steady stream of qualified leads to work with—who actually understood their product and what it had to offer.
Additionally, the bounce rate on key pages dropped by 25%, which told us that visitors were finding the information they needed more quickly and were more engaged with the content. By focusing on the customer and presenting the product in terms of its benefits—while never losing sight of its key features—we didn’t just improve the website; we transformed it into a powerful lead generation tool.
Note: I don’t typically like to look at bounce rate alone. This is because it only measures the percentage of visitors who leave a site after viewing only one page. It doesn’t account for the quality or intent of the visit. Because who knows, maybe that user actually got what they needed for now, and will be back for more.
Nonetheless, it is important to consider this with other metrics to get the full picture of how people interact with your site. Metrics like time on page, scroll depth, and conversion rates better represent engagement on your website pages.
This experience reinforced a lesson I’ve learned time and time again: great website copy isn’t just about sounding smart or showcasing every feature of a product. It’s about understanding the audience, speaking to their needs, and showing them, clearly and convincingly, how your solution can make their lives better.
When you get that right, the results speak for themselves. And for this SaaS company, those results meant more demos, more leads, and ultimately, more sales. That’s the power of strategic, customer-focused copywriting and site optimization—a power I’ve seen work time and again for my SaaS clients across various industries.
Whether it’s focusing on benefits, highlighting key features, showcasing clear product visuals, or ensuring that every word and image serves a purpose, the right combination can transform your website into a true engine for growth.
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There you’ll find:
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