If you want to drive meaningful traffic to your website and convert leads to customers, you need a winning SaaS SEO strategy that centers around compelling copy.
Sure, you can drive traffic to your site using social media and search ads, but this approach isn’t all that sustainable.
Additionally, if you drive your audience toward subpar content or top of the funnel topics, your conversion rate will always fall below expectations.
That said, navigating the nuances of SEO copywriting for SaaS brands is tricky.
You must simultaneously educate your audience, optimize content for search engines, showcase your expertise, and encourage readers to learn more about your product. This can even encourage a free trial or product demo.
The good news is that this list will provide you with eight actionable tips that will help you write SEO copy that converts.
Here’s everything you need to know to elevate the quality and impact of your next SaaS article.
8 SaaS Copywriting Tips to Increase Conversions and Rankings
Always Start With Research
The best copywriters are not spontaneously struck by a viral idea.
They lay the foundation for a successful blog by doing research — and lots of it.
Before you type the first character of your next piece of content, make sure that you are covering your bases when it comes to research, which includes:
Are you targeting college students ages 18-24 or small business owners ages 30-50?
Without extensive audience research, it will be tough to precisely identify who you are writing for.
Conducting audience research helps you gauge who you are writing to, their needs, and their preferences.
Understanding who you are writing for allows you to tailor your content to be more appealing to your unique target demographic.
When it comes to SEO, it is always wise to take a glimpse at what your staunchest competitors are doing.
While your content needs to be original, you can apply similar techniques that have helped propel your competition dominate the search results.
For instance, let’s say you identify a particular keyword you want to rank for.
During your competitor research, you find that the top five articles are all between 1,000 and 1,500 words.
Making your content approximately the same length will increase your chances of ranking higher and getting noticed.
Once you better understand your customers and competitors, you can shift your attention to the keywords you want to target.
While you will need to target some highly competitive keywords, you can also target long-tail keywords that will typically be less competitive.
These will typically be bottom of the funnel queries that have more conversion intent attached to them
When doing SaaS keyword research, ensure that the queries you target are relevant to your industry and product, natural, and in line with your audiences’ search habits.
As you strive to gain traction and get noticed by your audiences, it is easy to lose sight of your brand voice.
To avoid this, always be cognizant of your company’s mission, values, and traditional tone.
If you provide B2B SaaS solutions and typically publish content that is concise, serious, and focused, switching to a more conversational tone will likely alienate your target audience and leaves them confused.
Conversely, if your B2C customers know your brand for its mild irreverence and casual voice, publishing highly technical content will cause a disconnect.
The bottom line is that you must be consistent from piece to piece to cultivate a strong, recognizable voice.
Fully Understand Your Brand and Product
Knowing your voice is only part of the equation.
If you want your SaaS SEO content to further your company’s growth goals, you must also know what your brand and product bring to the table.
You know your product better than anyone, but encapsulating your knowledge in SEO content can be challenging.
When crafting content, ensure you convey what value your product provides customers.
A clear value proposition will help you turn more of those leads into paying clients.
Use Expert Sources
One of the key functions of SaaS SEO content is to build your brand’s authority. While you can build authority organically, doing so takes time.
To accelerate the process, cite internal or external expert sources in your content.
Include quotes or testimonials from subject matter experts or industry leaders who are affiliated with your brand.
Doing so will make your content appear to be more authoritative and trustworthy.
Use a Product-Led Approach That Focuses on the Reader, Not Your Product
Ultimately, content should direct readers back to your product and its benefits.
However, it is important that you are not overtly salesy.
Instead, tell a story that focuses on the reader and their goals and challenges.
As you progress through the story, gradually shift your attention to the product but always discuss it in the context that it can help the reader achieve their objectives.
Write So Your Target Audience Can Understand You
The tone, style, and complexity of your content must align with the knowledge base of your target audience.
Don’t make your content too simple if you are writing to industry experts or too technical if you are writing to everyday consumers.
For instance, if you are publishing a blog for B2B clients who may be interested in your solution, you probably shouldn’t include a section titled “What is SaaS?”
On the other hand, committing hundreds of words of copy to the technical aspects of SaaS would cause a disconnect with B2C customers.
Start With the Inverted Pyramid
Ever looked up a recipe online, only to find yourself scrolling through hundreds of words of copy (and loads of ads) before you actually get to the information you are looking for?
Chances are the entire experience left you feeling frustrated. You may have even left the page before you got to the recipe.
Think of an inverted pyramid as the exact opposite of that approach.
The inverted pyramid positions the most important and relevant information at the very top of the blog, and then builds on that foundation.
For instance, if your blog is titled “What is SaaS software?” answer the question in the opening paragraph and build from there.
Cover the Content as Comprehensively As You Can
Some people obsess over word count.
While it is important that you do not make your blogs too short or too long, the word count is irrelevant if you aren’t saying anything important.
Instead of fixating on your word count, give yourself a target range (i.e., 1,000-1,500 words).
Then, focus on making that article as comprehensive as possible with minimal fluff. Using this approach demonstrates that you value your readers’ time and also improves engagement.
Use a Scannable Structure for Readers and Search Engines
Most site visitors aren’t going to read your blog line by line.
Instead, they will likely skim it in search of the specific information they are interested in.
To make your content more appealing to skimmers, include lots of headers and subheaders.
As a general rule, use one header/subheader for every 75-125 words of text. Make sure to include a few bulleted or numbered lists as well, as they make your content even more scannable.
You can also use this checklist to help with your SEO.
Add in Social Proof
If you want to build trust and boost conversion rates, adding social proof to your SEO strategy is a must.
Social proof like reviews, testimonials, and case studies demonstrate the efficacy of your SaaS solution and instill confidence in prospective customers.
If you have already accumulated a healthy number of reviews, consider adding a testimonial page to your website.
You can also weave testimonials or links to case studies into your blogs and service pages.
When users are saying positive things about your SaaS solutions, make sure to bring this feedback to the attention of potential customers.
Write for Your Reader, Not Search Engines
Copywriting and SEO are one and the same, even though some treat them as separate processes.
On that note, you should never be writing simply for SEO purposes. When planning and composing content, always write with your audience in mind.
Pleasing search engine algorithms is second to providing your audience with valuable, informative content. If you publish quality content and target the right keywords, everything else will fall into place.
What Exactly Is a SaaS Copywriter?
A SaaS copywriter is a content creator specializing in crafting compelling written materials for software-as-a-service providers.
Some SaaS copywriters provide a comprehensive suite of services, meaning they will assist with keyword research, content planning, and more. Others simply create content based on the research and insights you provide.
Why Is SaaS SEO Copywriting Important?
SaaS SEO copywriting provides a wide range of benefits that are difficult to achieve through paid marketing tactics.
For instance, building a strong online presence through SaaS SEO enables you to establish your brand as an authoritative source of information.
From a business growth standpoint, SaaS SEO copywriting can help you strengthen your lead generation funnel, improve product and brand awareness, and, ultimately, drive conversions.
Convert Better and Rank Better
Mastering the nuances of SaaS SEO copywriting can involve a lot of trial and error, especially if wordsmithing is not your area of expertise.
The good news is you can skip the growing pains of SaaS SEO copywriting by taking advantage of my service, which is designed to deliver measurable SEO results for SaaS websites.
Schedule a consultation, and let’s create a winning SaaS SEO strategy for your business.