SaaS and technology copy has a particular failure mode: it explains what the product does without explaining what it means for the person using it. A feature list is not a value proposition. âAI-poweredâ is not a benefit. The question a SaaS buyer is asking at every point in the product page is not âwhat does this doâ but âwhat does this mean for how I workâ. That is a different question, and it requires a different answer.
The specific challenge of SaaS copy is the gap between technical accuracy and human clarity. People who understand the product deeply often write copy that is accurate but inaccessible. People who understand communication often write copy that is clear but imprecise. Good SaaS copy is both: it explains the product correctly and in terms that a non-technical buyer can act on.
Pricing pages are one of the highest-value pieces of copy on a SaaS website, and most of them are written as tables. Tables present information. Good pricing pages sell decisions â they help the visitor understand which plan is right for them, pre-empt the objections that come up at the pricing stage, and reduce the friction between interest and trial or purchase.
I have written for software products in project management, HR technology, marketing automation, data analytics, security, and developer tools. In each case, the process starts with a deep-dive into the product, the target buyer persona, and the competitive landscape. The copy that comes out of that process is specific enough to be credible and clear enough to be understood by someone encountering the product for the first time.
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