SaaS Content Writing: Write content that engages and converts!

Introduction to SaaS Content Writing

Are you trying to write content that converts casual readers to converted sales?

This is a tough problem to solve.

SaaS content writing is more than just "writing blog posts on your website". It's a specialised skill.

SaaS content writing is the craft of writing content that engages, enthralls and excites potential customers.

More importantly, a good SaaS content writer will know how to convert those readers.

If you're not able to write effectively, you're leaving money on the table. Keeping people engaged with your writing and knowing how to convert can significantly boost the revenue of your SaaS.

Let's dive in to how to make your self the perfect SaaS content writer for engagement and conversion.

How does Writing for SaaS differ from regular writing?

I think this question is more easily answered as a direct comparison:

Aspect	SaaS Content Writing	Regular Writing
Goal	Attract and convert users to a digital product	Educate, entertain, or inform
Tone	Professional, helpful, and benefit-focused	Varies widely — can be casual, journalistic, etc.
Subject Matter	Technical products, workflows, use cases	Lifestyle, opinion, news, etc.
Structure	SEO-optimized, CTA-driven, value-first	Depends on medium and audience
Buyer Journey Focus	Detailed mapping to funnel stages	Often focused on awareness or engagement only

SaaS writing strategies need to have a good balance between being technical enough that you convey authority, with a good sing slant towards marketing impact. After all, you are try sell.

SaaS content writers have a larger emphasis on educating their audience too. They need to make sure that the reader goes away with more information than when they go there. This can be achieved with articles like, comparison guides, Use Case story telling or tutorials.

Core elements of good SaaS Writing

Define your Audience

There's nothing more important than having that well defined avatar.

Who is the person on the other end of the internet that's reading your content.

If you are to wide and vague with the definition of your core audience, you will write content that resonates with no one.

Pick a persona, know their job roles, their level of technical knowledge and visualise them.

Be "Solution Oriented"

Instead of listing technical features, explain what your product solves. Explain how it makes the readers life easier.

Set out the "PAS" framework in your introduction -> Problem, Agitate, Solution.

Let's break that down:

1. Problem: Define clearly what the problem of the reader is. Remind them why they are reading your content.
2. Agigate: Remind them why this is a bad problem to have: Spending hours on a repetitive task loses time to actually build your company, creating content that doen't rank in google looses clients, not understanding CTAs leads to bad conversions and a loss in revenue.
3. Solution: Clealy lay out how your SaaS or service solves that problem. How easy will it make life for the client, how much time and money will it save them, how many customers will it gain them, how else will their life become miraculously better.

Trust and Authority

Effective SaaS writers need to know how to get across their expertise. Some go with the sledgehammer approach of just listing our their achievements, others go the more subtle route of being so well written and in depth that the knowledge comes across easily. If people don't see you as an authority, why would they read what you're writing?

The other aspect of ensuring good audience engagement, is through convincing people why they should trust you. This can come from social proof, testimonials or having just been so visible in the industry for so long that the trust is implied.

Content writers need to be able sprinkle these trust and authority signals throughout the content though. Trust me, I know (see what I did there?).

SEO and Aligning Intent

A SaaS writer may be the best content writer on the internet. If they are not found though, their words will linger unread in a dark corner of the internet.

SEO SaaS writing is the process of knowing how to structure your page, which semantic keywords, topics and entities to include in order for Google to truly understand what your page is about.

The SaaS industry is large and full of great products. For yours to thrive where others fail, you need great SEO to surface your content.

A huge part of SEO SaaS writing is making sure that you align your writing with the "user intent".

"User Intent" is such an important part of SEO, and it's also an extremely important factor in converting readers in to customers.

If your page is ranking for a search term "best football boots for kids" and you only talk about football boots for adults, you are not matching the users intent, you will get a high bounce rate and that sends bad signals to the search engines.

SaaS SEO optimization is a mixture of ticking off the right on-page SEO items, as well as making sure that when the user lands on your page, they are getting what they expect to see.

Clear Structure and "Scanability"

The background knowledge of each person that lands on your page will be different. Some will be brand new to the topic, others will have a certain level of prior knowledge. People need to be able to either directly jump to the portion of the page they want to, or at the very least scan down through the page and have it be obvious where they should stop and read.

Use H1, H2, H3 tags, Table of Contents, Bullet points, images etc.

Make sure you are giving the user some good "eye breaks" with line spacing, no large walls of text etc.

Conversion Hooks

CTA's should be placed throughout the page. They should be natural but catchy enough that people want to click them. Vary the CTAs and study what works.

I like to use tools like Hotjar to look at a heatmap of my pages to see where people stop, where people skips, where they rage click. Knowing all of these pieces of data can help you place your CTAs effectively.

Keep up to date & stay relevant

Technology evolves quickly. SaaS update fast. Don't get caught being left behind.

If you are linking to an out of date statistic or have a screen shot of a very old piece of software, it looks bad.

Keep your content fresh. Effective SaaS content has a very regular refresh cycle and that should be baked in to your content strategy.

Remember not just to create fresh content, but keep your content refreshed.

SaaS Writing Tips: Real world example

As an example, let's look at a time tracking tool for remote teams:

A title might be:

How to 10x Remote Team Productivity with Automated Time Tracking

You would then start with the PAS (Problem-Agitate-Solution) pattern:

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Remote work has a lot of benefits for companies. A better work-life balance leads to happier employees, but how do you make sure that your remote employees are actually spending their time wisely. Statistics show that remote workers are 4x more lilkely to stay stuck on a task longer than an in office employee. This can lead to hundreds of hours of wasted work and wasted money a month.

With automated time tracking you can monitor where peoples time are spent and then work with them to understand when to continue the grind, and when to give up and ask for help.

We've streamlined hundreds of businesses, saving them thousands of dollars a month just by integrating out automated time tracking tool in to their business.

Let's look at how, and at the end, reach out for a free trial!

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You see what we did? In that example, the reader immediately knows that you understand their problem. They have great staff, but if those great staff are focusing on the wrong thing, they are wasting time and money. So let's help you get them directed on the right thing on which to work and save you money!

Key Strategies for Effective SaaS Content Writing

Great SaaS writing techniques don't just work on keeping the users engaged, but converting them in to paying customers. In order to do this, you need to be strategic in your layout and hooks.

Buying a SaaS product isn't like going on to Amazon and ordering some new socks. It's a process, a journey, a big decision. You need to understand the sales funnels and where your user is in that sales funnel.

The SaaS Sales Funnel

Top of Funnel (TOFU) - Awareness

Goal:	Attract visitors and introduce a pain point.
Content Types	Blog posts, how-to guides, infographics, thought leadership.
Examples	“How to Organize Remote Teams More Effectively” “Top 5 Project Management Challenges (And How to Fix Them)”

Middle of Funnel (MOFU) - Consideration

Goal	Educate the lead on possible solutions, showcase your product subtly.
Content Types	Comparison articles, case studies, webinars, whitepapers.
Examples	“Trello vs Asana vs ClickUp: Which Tool Fits Your Team?” “How Acme Co. Saved 200 Hours/Month with [Your Product]”

Bottom of Funnel (BOFU) - Decision

Goal	Remove friction and drive conversions.
Content Types	Product pages, pricing breakdowns, free trial onboarding content, customer success stories.
Examples	“Why [Your Product] Is the Most Scalable Time-Tracking Tool for Agencies” “Start a 14-Day Free Trial – No Credit Card Required”

As you can see, each of these parts of the SaaS sales funnel serves a different purpose and needs to be tailored as such.

You need to think about your content conversion strategies by where that content sits on the sales funnel.

Using Data & Analytics in your Content Strategy

Writing great content is just the first step in your SaaS marketing and content strategy.

Next, you have to track what works.

When many variables exist, many variables must be studied

You can do an awful lot of your data and analytics with just two free tools:

1. Google Search Console: See what keywords you are ranking for and what positions they are in. Check out how many people are clicking through from Google to get to each of your pages
2. Google Analytics: You can see user retention, how long people are spending on each page, bounce rate, session length, average pages visited etc.

These are two extremely powerful tools that I make sure are always setup with every project that I do for me and my clients.

What can be measured, can be managed.

There are other metrics you then need to measure on page:

1. Conversions: How many people actually convert from browsing to buying
2. CTA clicks: Which of your CTAs are getting the most attention
3. Scroll Depth: How far down are people scrolling on your page. Where are they stopping. Are they skipping sections. This can be measured with a tool like Hotjar.

In the SaaS industry, each piece that you write is a like a campaign. Therefore, you should be able to measure your SaaS content ROI. Per piece of content, what converts and what doesn't.

Steps to Become a Proficient SaaS Content Writer

As a SaaS owner or founder, you may not be a natural content writer.  You may not know the writing best practices. You may not understand anything about technical writing.

That's ok. It really is. Everyone starts somewhere.

Here's a list of skills that you need to learn along the way:

1. Clear Writing: You need the ability to clearly and concisely get your point across. If you can't do that, you won't capture attention or teach the reader anything. Aim for a 7th grade level of writing comprehension. There are tools out there that can rank your "writing age". Now of course, you should vary the level of technicality in the piece based on where in the SaaS sales funnel you are, but in general, the clearer and easier you write the better.
2. SEO Knowledge: You need to be able to write clearly and also optimise for SEO. If people don't see your content because it can't be found, your writing skills will mean nothing. Use a tool like RankReady to help you set out your content outline and hit all of the SEO targets you need for your given keyword.
3. Technical Curiosity: Your level of passion will come through in your writing. People wanting to use your SaaS will sense if you truly care about what you do. Be curious, keep learning and keep publishing new and interesting content.
4. Content Marketing Mindset: You need to be able to craft a message that both engages and excites people to use your product. Understand "power words" and human psychology to get people to want to buy your product.
5. Research: You need to be able to pull together data and statistics from around the web and compile that in to something that is useful and means something. A lot of what people are looking for is proof that what you are selling is the thing they need to buy. This can be proven ususally with data.
   

Types of Content in SaaS Writing

There are many types of effective SaaS content, so let's break down some of the most common:

Blogs

I feel that blogs have a bit of a bad reputation these days. They are almost seen as something that someone in the bedroom creates on their favourite Pokemon. That couldn't be further from the truth for SaaS content though. Blogs are the backbone of creating that SEO trust and authority that you need, as well as communicating with your target audience.

Articles

Articles are more structured than blogs. They have a different tone and are more in depth. If a blog is an opinion piece, articles are in depth publications. Articles often talk about more complex information. They may talk about how your software solves a specific problem for your target audience and exactly why.

Whitepapers

You can think of whitepapers more like a detailed report. They are usually stats and technically heavy and go in to great depth about a particular topic.

These are great for proving and showing authority.

Case Studies

Case studies are great. They are excellent ways to prove a point, often about your software.

They take something that has already happened and break it down to the reader about the process you took and the outcomes.

Email Campaigns

SaaS content writing doesn't have to be on your website.

Email campaigns can work in two ways - 1) Cold email outreach. Contacting people of businesses who you think would benefit from your product. 2) Emailing a list you already have. You may have gathered a newsletter subscription list of the time you've been building. Sometimes you want to sell to this list. Be careful though, if you are always selling to people on that list, you may get unsubscibers.

Understanding Your Audience

When thinking about your effective content conversion strategies, you need to understand who in your audience are the decision makers.

You should define your ideal target reader and that reader should be someone who both wants and needs your product, as well as has the money and decision making power to buy and pay for your SaaS.

Your audience will be made up of different types of people though. You can't control that. There's nothing wrong with creating content that is purely for informational and educational purpose. I do this all the time. It helps create more authority in the eyes of Google and builds your following. That being said, you need to understand that different portions of your site should be targeted at different users. Some will be technical, some won't. Some will buy your product, some won't.

Research Techniques for SaaS Writers

I break down research when it comes to SaaS writing in to three different areas:

• Keyword Reasearch: For what topics should you write

• Competitor Analysis: What are your competitors writing for, what's working for them and what gaps should you fill in your own content.

• Data and Stats: Gathering information from around the web, adding to that with your own data and then being able to present that well.

Keyword Research

Keyword research is the process of finding search terms that you are able to rank for. Using SEO tools like SEMRush, AHRefs or other keyword research tools, you can identify the "keyword difficulty" of a particular search term and decide whether you with your site can rank for that keyword.

You need to check the domain authority of your site for free at AHRefs free DA checker.

If you have a low authority, you need to target low Keyword Difficulty keywords. If you are a brand new site and have a Domain Authority of only 5, you won't get anywhere near the top page of the Google Search results for the search term "Best CRM system". You may be able however, to rank for keyword "Best CRM system for Dental businesses under $1m revenue per year".

The basics of SEO is definitely something you can do yourself and there are great SEO tools out there for small businesses.

Competitor Analysis

You can use paid tools to do competitor analysis, like SEMRush or AHRefs, or you can take a more manual but free approach.

With tools, you can get a full list of your competitors pages, keywords and backlinks, showing quickly what they have written and published. You can use this information to decide on what you need to write, how many backlinks you need to get and what gaps you have in your content plan.

If you don't have the paid tools, you can also just go to their websites, scroll through and keep a Google Doc of what posts they have written.

Competitor Analysis is a crucial step in SEO strategies. You need to know what to build and publish for success, and how better to figure that out than looking at existing success stories i.e. your competitors.

Content Tools

Once you know which topics you can rank in Google for and what you want to write, you need to write it.

The SaaS industry is full of amazing tools, but if those tools aren't brought in to the public's eye, they are going to grow dusty in the corner of the room and not be used. The antidote to that is creating great SEO optimised content.

You can use tools like RankReady to reverse engineer what is already ranking in Google and AI search for a given keyword and then create you an SEO ready content outline with the exact keywords, topics and entities that you should use to rank:

Common Pitfalls in SaaS Content Writing and How to Avoid Them

As with any topic, where there are ways to succeed, there are ways to fail.

Jargon and Technical Terms

One of the most common mistakes in writing content for SaaS is using too much jargon and too many technical terms.

It's understandable why this happens. A lof of times, the SaaS founder is the person writing the content and they are very technical and want to convey just how great their product is. In an effort to get this across, some founders end up trying to "blind them by science" i.e. impress the audience by using terms that the audience don't understand.

Unfortunately, this will end up alienating a lot of your audience.

Keep it simple, explain things in basic terms and get the point across. That's all you need to do.

Forgetting SEO

Another common pitfall is ignoring SEO. If your product has nothing to do with SEO, you'd be forgiven to think that you don't need SEO to succeed. That would be like owning an electronics shop on the edge of town, but not listing your shop in any directories or on Google. You may have the most amazing electronics, but if people don't know you are there, you won't grow.

Publish and Forget

If you publish an article and never see it or touch it again, it will go out of date.

Whilst content freshness has been recently disproved as a direct ranking factor, it will be an indirect ranking factor if people are bouncing off your page because the information is out of date and no longer applicable.

As part of your content strategy, you need to include time to go back over old articles and make sure they are still relevant.

Conclusion of SaaS Content Writing

Saas Content Writing is a tough subject to master, but with it come amazing gains and benefits.

If you can become a great SaaS writer, you can climb your way up the rankings in Google, engage readers and convert them to paying customers.

Effective SaaS content writers combine knowledge of SEO, content planning, content marketing and technical writing.

It's a large skill set to learn, but the returns are worth it.

Before all else though, try to enjoy the writing process. A good way to ease in to writing, is to follow a structured intro to writing content.