5 mistakes SaaS start-ups make with copy
Are you working in a SaaS startup and struggling to make your copy stand out?
You're not alone.
I’ve worked with many marketers and entrepreneurs who don’t have the time or the willpower to mull over copy for hours.
But often making the same mistakes that can be easily rectified.
Whether you're just starting or looking to revamp your current copy, this article will help you write in a way that:
speaks to your audience
highlights your unique value proposition
drives growth for your business
Let’s dive in!
1. Talking too much about yourself
No one likes this in real life and while this may seem harsh, people only care about themselves.
By making your copy all about yourself, you risk alienating potential customers who are looking for solutions to their pain points, not another sales pitch.
Avoid starting sentences with ‘we’ and talking about your benefits, your features, and the problems YOU think your product fixes.
Instead, talk about their problems, the benefits they get, and what they will love about your product.
2. Generic CTA’s
This may be difficult to hear, but people aren’t clicking on your CTA because of the color.
Browse through your website.
Are you finding generic CTAs like:
"Read more"
"Click here"
"More info"
These CTAs are easy to implement, but they lack specificity and fail to communicate the unique value proposition of the product or service.
Non-descriptive CTAs are common for various reasons, including a shortage of resources or expertise within the content team, or a focus on mobile responsiveness.
While "learn more" may suffice in some cases, it's essential to craft CTAs that are tailored to the user's needs and goals.
You can rectify this by telling people what will happen when they click the CTA and what benefits they’ll get out of it.
Also, remove any objections they may have from clicking on it.
This approach increases the likelihood that users will take the desired action, leading to improved conversion rates.
3. Not writing with localization in mind
It’s super common for SaaS start-ups to overlook the importance of localization when writing English copy for their products.
Often prioritizing content that’s aimed at a global audience - assuming that their target market is English-speaking and homogeneous in terms of language and culture.
Neglecting localization can lead to a disconnect between the product and the user, resulting in lower conversion rates.
For true localization you want your users to feel that your product was made in their country.
To make the localization process easier ensure the source copy:
1. Avoids jargon and slang
2. Is consistent
3. Is simple
4. Avoids homonyms
5. Contains short sentences
Oh, and don’t forget to create a glossary or style guide early on in the process. It makes localization way easier when you have multiple translators involved.
4. Being feature focused
When you’re shipping a bunch of cool features it's easy to fall into the trap of being too feature-focused.
While it's important to highlight the unique benefits of your product, it's equally important to remember that customers don't necessarily care about features for their own sake.
What they really want is a solution to their problem or a way to achieve their goals more efficiently.
This means that your copy should be written with the customer's needs and desires in mind, rather than simply listing off a grocery list of product features.
By focusing on the value that your product provides such as:
saving time
reducing costs
making life easier
You can better communicate its benefits to customers and help them understand why they should choose your solution over others in the market.
5. All product no brand
One area where SaaS start-ups often fall short is in establishing a clear and consistent tone of voice for their brand.
Missing out on huge opportunities.
Copy isn’t there to just fill a blank space in a cool design.
A well-defined tone of voice can help a company stand out in a crowded market, establish a connection with customers, and reinforce its brand identity.
Without a distinctive tone of voice, a company's messaging can come across as generic or bland, making it difficult for customers to differentiate it from competitors.
To avoid this, focus on developing a tone of voice that is aligned with their brand personality, values, and target audience.
Creating a tone of voice guide has the following advantages:
Provides a clear and consistent framework for communicating with customers
Defines the personality, style, and language of the brand
Establishes a unified voice across all marketing channels
Ensures that messaging is consistent with the brand's values, mission, and goals
Creates a more engaging and memorable customer experience
Tailors messaging to the target audience, taking into account their needs, preferences, and expectations
Provides a useful reference point for anyone involved in creating content for the brand, including copywriters, marketers, and designers
Conclusion
When it comes to copywriting, there are a few key mistakes that SAAS startups often make. From talking too much about features to generic CTAs, these mistakes can quickly lead to declining leads and conversions. However, by taking the time to understand your audience and investing in high-quality copy, you can create a website that brings in sales while you sleep.
Next up, learn the essential tips for SaaS copywriting with my jam-packed guide.
