Insights, Marketing, Web

How to develop compelling content for your SaaS website

Google recently rolled out their “helpful content” algorithm update, which (in a nutshell) deploys several ranking factors to boost SaaS content that’s written for real humans first rather than SEO-first.

The bottom line is that you shouldn’t create content that only you care about, but content that’s written and structured to best serve your website visitors and give them exactly what they’re looking for – without all the “we, we we” fluff.

Following the algorithm update, we thought it would be a fantastic time to dive into content strategy for SaaS websites and explain what “helpful content” actually means for SaaS companies and what key factors you should consider when developing SaaS website content.

Here we go!

Our top 7 tips for a high-converting SaaS content strategy

When it comes to content strategy, SaaS websites operate a little differently than your regular “brochure” or “eCommerce” websites. You’re selling something that customers can’t physically touch, so your content strategy needs a unique approach. Check out our tips for developing the best SaaS content below.

#1 Ensure your design is user-friendly

You can’t have great content without having a great design to present it.

Your customer’s experience with your SaaS website will help them imagine what using your SaaS solution might be like. So if your website design is complicated or hard to navigate, your potential customers will think your SaaS solution will be similar and go elsewhere.

Make sure you structure your menu and page layouts, so visitors know exactly where to find what they’re looking for. Your SaaS website isn’t the place for long paragraphs, so split your content into digestible “bites.” From beginning to end, you need to make the customer journey as easy, seamless, and fast as possible.

#2 Don’t use tech-heavy language

According to Boomerang, content written at a Year 4 reading level gets 36% more engagement.

Try to keep the language as jargon-free as possible, as many SaaS users aren’t tech-savvy. You don’t need to use fancy, corporate language to show your audience you’re an expert.

Instead, talk directly to them in the second person (you, you’re, etc.) with simple, engaging, and concise sentences. Also: Don’t be afraid to inject your brand’s personality in there – it’ll make you stand out!

#3 Make it SEO-friendly, but not SEO-first

The other element to consider when developing your SaaS content strategy is that SaaS websites typically have simple designs with minimal copy. Therefore, getting your SEO strategy right is crucial if you want to climb the ranks on Google’s search results.

Make sure you’re:

  • Including target keywords in H1s, H2s, H3s, etc.
  • Including target keywords in your body copy
  • Writing compelling meta titles and descriptions
  • Creating specific landing pages for target keywords
  • And following technical SEO best practices (mobile-friendly, fast-loading, etc.)

But remember, you’re writing for humans first. Don’t add keywords unless it sounds natural in the sentence.

#4 Show off why you’re the best option

It’s quick and easy for your customers to compare you with other SaaS solutions on the market, and they’ll often have a few tabs open to compare features, pricing, support options, specs, etc.

Research shows most internet users only skim a website for relevant info – so make it easy for customers to find the comprehensive information they’re looking for about your SaaS product – transparency is key.

In as few words as possible, get across what your key differentiating factors are, the benefits of choosing your SaaS solution over others, and how your Saas solution solves your audience’s pain points and challenges.

#5 Add SaaS “credibility” content

Did you know that testimonials make consumers 58% more likely to convert? The more trust you can build, the better your chances are of acquiring new customers.

Again, your target audiences are comparing you with others and will make their minds up quickly. One factor that’ll help them come to a decision is how “credible” your brand appears to be.

You can build this credibility and trust by creating SaaS case studies, blog content showing off your expertise, outlining achievements on your About page, and adding testimonials to your website.

#6 Use visual content to support website copy

On average, users only read 28% of the text on a website page, making visual content essential for giving your target audience plenty of information about your SaaS solution, without cluttering each page with tons of text.

Images and videos can help you explain how to use your SaaS solution, highlight it’s main features, and give users an idea of what it feels like to use. You can also add images of clients you’ve worked with and your team, to make your SaaS website seem more trustworthy.

#7 Proofread your SaaS content, then proofread again

Does finding grammar and spelling mistakes on a SaaS website (or any website for that matter) give you second-hand embarrassment? It sure does for us.

But spelling errors aren’t just a faux pas. One little spelling mistake can be super damaging to your reputation. Customers will probably be thinking, “if they can’t quality-check their own website, what does that say about their SaaS solution?”

74% of users pay attention to the quality of spelling and grammar, so, we can’t overstate this enough; Proofread your website content before going live! Or, if website copywriting isn’t your forté, hire a professional copywriter to do it for you to make sure your website is written well and error-free.

Let our SaaS content strategists create a custom plan for your business

To build an effective SaaS website, you need to provide quality content that addresses your audience’s key pain points, delivers the information they’re looking for, and is easy to read. If not, your potential customers will likely find a competitor that ticks those boxes instead.

At Rocket SaaS, we develop targeted, polished, and results-driven SaaS content strategies to help you say all the right things, in the right way, to the right people.

With rolling monthly price plans starting from just £3,000 per month, we join or become your dedicated SaaS marketing and web design partner, taking your online presence to sky-high success with proven content strategies, comprehensive digital marketing, and high-converting websites.

Get in touch with us today to get started.

SaaS marketing support for fast-growing, ambitious tech companies.

About Us