Don’t worry.  As one of the best SaaS marketing agencies, we have compiled a list of 12 key SaaS marketing metrics that will provide plenty of data to optimize your marketing efforts without overwhelming you. Plus, you’ll learn how to track them even if you’re not a numbers person. Let’s dive right in!

12 key SaaS marketing metrics to track for your business

Unique visitors

Since SaaS products are primarily digital solutions, SaaS content writing plays a huge part in their success. That’s why you should measure unique visitors or the number of people who have visited your website or landing page.

If someone visits your website multiple times, they still count as one unique visitor, making this metric different from total visitors. Unique visitors can come from various sources, such as:

1. Organic traffic
2. Paid search
3. Social media

Knowing which channel brings the most visitors is helpful so you can double down on it.

Google Analytics is a great free tool for monitoring website traffic and visitor behavior. It can tell you how many unique visitors you have, which pages attract the most visitors and where the visitors come from.

Customer acquisition cost

Customer acquisition cost (CAC) is how much you spend to acquire a new customer, including advertising expenses, promotion events and sales and marketing teams’ salaries.

Customer acquisition cost = Total marketing and sales costs / Number of new customers acquired

You get CAC by dividing the total cost of your sales and marketing efforts by the number of new customers you acquire over a certain period, such as a month or a quarter.

Suppose you spend $10,000 monthly on sales and marketing and acquire 100 new customers. In that case, your CAC would be:

$10,000 / 100 = $100

Now, you may be wondering what a good CAC is. The average CAC for SaaS depends on your industry but also on whether you’re breaking into a new market, your company’s age and size etc.

Studies show that the average CAC for small-to-medium-size SaaS companies can range from $274 to $1,450, whereas for enterprise companies, it goes up from $2,190 to $14,772, depending on the industry.

To increase CAC, companies should aim for sustainable and organic customer acquisition channels that don’t rely on paid advertising, such as SEO content.

💡 But what if you spend a bit more to acquire a customer, but that customer ends up spending much more than most? This is why the cost of acquiring customers alone can be misleading. You need to combine this metric with CLV to get more accurate data.

Customer lifetime value

Customer lifetime value (CLV or CLTV) is the expected revenue one customer will generate for your company throughout their lifespan as your customer.

Customer lifetime value = Customer value x Average customer lifespan

You get your CLV by multiplying customer value by the average customer lifespan. Let’s break down this formula further:

Customer value = Average purchase value x The average number of purchases

Average purchase value = Total revenue / Number of orders

The average number of purchases = Number of purchases / Number of customers

Average customer lifespan = Sum of customer lifespans / Number of customers

You can improve your CLV by:

• Providing incredible user experience and customer service
• Asking customers for feedback and improving your products to meet their needs
• Offering customers upgraded or more expensive plans (upselling)
• Offering customers related or complementary services to what they are currently using (cross-selling)

CLV:CAC ratio

Now we can introduce the CLV:CAC ratio, which is more helpful than CAC and CLV alone. It indicates whether your sales and marketing strategy is paying off. Divide your CLV by your CAC to get your ratio.

Let’s say your CLV is $300 and your CAC is $100. Your ratio calculation would then be:

CLV:CAC = CLV / CAC

CLV:CAC = 300 / 100

CLV:CAC = 3

Therefore, your ratio would be 3:1. A ratio of 3:1 or higher is considered good because it means the customers bring you three times greater profit than you’re spending on acquiring them.

A high CLV:CAC ratio means your marketing efforts are paying off and you are getting a good return on investment (ROI).

Leads by lifecycle stage

Source: Community HubSpot

Not all leads are equally qualified. There are two categories of qualified leads:

1. Marketing qualified leads (MQLs): a lead the marketing team has designated as the one that’s most likely to become a customer based on the CTAs they clicked, offers they downloaded, interaction etc. but needs further nurturing
2. Sales qualified leads (SQLs): a potential customer that has expressed enough interest in your product or service and is ready to talk to a sales team

Separating your leads will help you determine the following steps to push your prospects further down the funnel and boost conversion rates. You can use marketing automation tools to classify leads based on their actions on your website.

Activation rate

While signups show the number of users signing up for your product, activations refer to the number of users completing the signup process and taking the necessary steps to start using your product.

Activation doesn’t necessarily mean they are paying for it. Perhaps you offer a free trial or plan – someone can still activate and use your product even if they haven’t paid for it.

Activation rate = (Number of activated users in a given period / Number of signups in a given period) x 100

To get your activation rate, divide the number of activations in a given period by the number of signups in that period and multiply that number by 100.

Let’s say 100 users sign up for your product and 50 complete the necessary steps to activate their account. The activation rate would then be:

(50 – 100) x 100 = 50%

Why is this metric useful? It helps you see if you’re generating enough interest in the product to drive sales or if your onboarding needs improvements. To improve your activation rate, you can design a personalized onboarding to convince those who sign up to activate.

The activation rate is also fantastic for scaling paid advertising. You can put this metric into your paid marketing algorithm as a conversion goal and target those likely to use and invest in your product rather than sign up only.

Signup to paid conversion rate

This metric is helpful for those businesses offering free trials or free plans. If you don’t, skip this and proceed to the next metric.

Perhaps your acquisition efforts get you signups and activations, but that still doesn’t mean paying customers.

The signup to paid conversion rate measures the percentage of users who convert to paying customers after signing up for a free trial or freemium. It helps you predict paid conversions from signups.

Signup to paid conversion rate = (Number of paying customers in a given period / Number of signups in a given period) x 100

Divide the number of paying customers in a given period by the number of signups in that same period and multiply that number by 100. If you had 500 users last month sign up for a free trial and out of those 500 signups, 100 converted to paid plans, your signup to paid conversion rate would be:

(100 / 500) x 100 = 20%

You should analyze how long it takes someone to convert into a paying customer and try to close the time gap between free trials or freemiums and paid plans.

Lead-to-customer rate

The lead-to-customer rate measures the percentage of leads that convert into paying customers.

What is considered a lead can vary depending on the industry and business. It generally includes users expressing some level of interest in your product, for example, by filling out a form, subscribing to your newsletter or downloading an ebook.

Lead-to-customer rate = (The number of customers acquired over a certain period / The number of leads generated in that period) x 100

Divide the number of customers you acquired over a specific period by the number of leads you generated and multiply that number by 100. If you generated 1000 leads from which 300 turned to customers, your lead-to-customer rate would be:

(300 / 1000) x 100 = 30%

Calculating a lead-to-customer rate can help you gain valuable insights into your marketing campaigns and their effectiveness in turning leads into customers.

Lead velocity rate

Lead velocity rate (LVR) refers to the percentage of your leads’ growth from month to month, measuring whether your marketing strategies are inspiring growth and determining growth potential.

To simplify the formula, we’ll make two distinctions:

• A = total number of leads from the current month
• B = total number of leads from the last month

Lead velocity rate = (A – B) / B x 100

Subtract the total number of leads from the previous month from the total number of leads from the current month, divide that result by the total number of leads from the last month and multiply by 100 to get a percentage.

Imagine you generated 500 leads in March and 600 leads in April. What is the lead velocity rate in that case?

(600 – 500) / 500 x 100 = 20%

Net Promoter Score

Image source: mTab

Net Promoter Score (NPS) measures how likely customers are to recommend your company to the people they know. You get your score by first asking the question:

On a scale from 1-10, how likely are you to recommend our company to someone you know?

Depending on the score they give, customers are classified as:

• 0-6: Detractors (those that can damage your brand image)
• 7-8: Passives (those neither likely to harm nor promote your product)
• 9-10: Promoters (those likely to promote your product)

NPS = % of promoters – % of detractors

To calculate NPS, you first need to calculate the percentage of promoters and detractors among your respondents. You can do this using these formulas:

% of promoters  = (Number of promoters / Total number of respondents) x 100

% of detractors  = (Number of detractors / Total number of respondents) x 100

Let’s say you have 600 respondents, out of which 100 detractors and 300 promoters. Here is how you get NPS:

% of promoters = (300 / 600) x 100 = 50%

% of detractors = (100 / 600) x 100 = 16.67%

NPS = 50% – 16.67% = 33,33%

NPS score provides insight into whether you have a loyal customer base, but you shouldn’t stop at asking that one question. Delve deeper and ask further questions to determine why you’re getting those scores and how to improve them.

Churn rate

There are two types of churn rates:

1. Customer churn rate
2. Revenue churn rate

Customer churn rate refers to the percentage of customers who cancel their subscriptions over a specific period. It helps determine the success of your customer retention efforts.

Customer churn rate = (Number of customers lost over a certain period / Number of customers at the start of that period) x 100

For example, if you lost 100 customers over a certain period and had 1000 customers at the beginning of the period, your customer churn rate would be:

(100/1000) x 100 = 10%

However, not every customer brings equal revenue. That’s why you also need to calculate your revenue churn rate.

Revenue churn rate measures the revenue lost due to customer churn over a specific period.

Revenue churn = (Revenue lost from existing customers over a specific period / Total revenue at the beginning of the period) x 100

For example, if your company generated $500,000 in revenue during a quarter and lost $50,000 in revenue during that same quarter due to customer churn, the revenue churn rate for that quarter would be:

($50,000 / $500,000) x 100 = 10%

Product marketers and customer success teams need to work together to improve the churn rate. You can:

• Improve product messaging to set realistic expectations
• Collect feedback to understand the reasons behind churn
• Offer better customer support
• Give incentives for retention, such as loyalty programs or exclusive access
• Improve customer engagement through valuable content
• Monitor decline in usage and take proactive steps to re-engage users

Annual and Monthly recurring revenue

Annual Recurring Revenue (ARR) and Monthly Recurring Revenue (MRR) refer to the total revenue your business generates on a monthly or annual basis.

MRR = Total number of monthly customers x Average revenue per user

ARR = MRR x 12

Higher ARR is the ultimate goal of any marketing or sales activities. Of course, many factors apart from marketing affect this metric, such as the work of a product, support and sales teams. The marketing team can help grow ARR by working effectively with other departments.

SaaS marketing metrics: How can Quoleady help?

Quoleady is a SaaS blog writing company and SaaS SEO agency. Our team of SaaS content marketers can help you generate qualified leads, increase the number of unique visitors and ultimately affect your ARR through organic marketing. How?

• We can research your competitors, conduct SaaS keyword research and design a high-intent content marketing strategy that will bring qualified leads
• We can provide SaaS copywriting and SaaS content writing services, creating well-researched, informative and optimized articles that will push your readers further down the sales funnel
• We can conduct technical SEO and SaaS content audit to optimize your SaaS blog for SEO, allowing you to get more unique visitors
• We can build high-quality SaaS backlinks to your website to increase its visibility and authoritativeness
• We can track SaaS content marketing metrics, report on them and adjust our strategies based on data
• We can help you set up Google Analytics 4 to get better insights into what’s working and what isn’t
• We are committed to creating one of the best SaaS content marketing blogs to inspire you.

Even if you don’t have a SaaS business yet, you’re considering buying a SaaS business, or starting one, we’d love to hear from you anyway and discuss how we can help when the time’s right.

Schedule a free call today and learn more about how Quoleady can help your SaaS business grow!

Conclusion

With the right data, you can measure your way to sustainable growth in the competitive SaaS market. Here are the 12 key metrics to track:

1. Unique visitors
2. Customer acquisition cost
3. Customer lifetime value
4. CLV:CAC ratio
5. Leads by lifecycle stage
6. Activation rate
7. Signup to paid conversion
8. Lead-to-customer rate
9. Lead velocity rate
10. Net promoter score
11. Churn rate
12. Annual and Monthly recurring revenue

However, it’s not enough to track the numbers – acting on the data is essential to make it worth your while. Regularly analyze your metrics, identify areas for improvement and adjust your strategies accordingly. Happy tracking!

FAQs

What are marketing metrics for a SaaS company?

Marketing metrics for a SaaS company refer to the metrics a SaaS business tracks to measure the success of its marketing efforts.

What are the key marketing metrics of B2B SaaS?

The key marketing metrics of B2B SaaS include:

1. Unique visitors
2. Customer acquisition cost
3. Customer lifetime value
4. CLV:CAC ratio
5. Leads by lifecycle stage
6. Activation rate
7. Signup to paid conversion
8. Lead-to-customer rate
9. Lead velocity rate
10. Net promoter score
11. Churn rate
12. Annual and Monthly recurring revenue

What is a good marketing ROI for SaaS?

The industry standard is 3:1 CLV:CAC ratio, which means your customer lifetime value (how much your business is expected to generate from a single customer over the course of your relationship) is three times greater than the cost of acquiring a new customer.

How much do B2B SaaS companies spend on marketing?

Research shows that, on average, SaaS businesses spend 10% of their ARR on marketing. Of course, it depends on the industry and business size. We are at your disposal for B2B copywriting services.

The post 12 Key SaaS Marketing Metrics: Measuring Your Way to Growth appeared first on Quoleady.

But it is tricky because there are so many of them, with everybody claiming to produce high-quality content. How do you sift through all that information and find the best one for your business? We hope to narrow down your search as we present our top five choices and a simple hiring checklist you can use.

A SaaS blog writing company: Top 5 choices

Here is a breakdown of our top SaaS blog writing companies and their services.

1. Quoleady

At Quoleady, we help SaaS companies generate leads through content marketing, handling everything from strategy and writing to SEO and link building. Some clients we have worked with include Monday.com, PandaDoc, GetVoip and Expandi. 

Here are the services we offer:

• Content strategy – We research the market and competitors and learn about your product and buying persona. Based on that, we conduct keyword research for your SaaS and create a high-intent content marketing strategy.
• Content writing – Our B2B SaaS writers receive detailed article briefs and write compelling and optimized SaaS content consistent with your brand voice, helping you convert readers into customers.
• Link building – We build high-quality white-hat backlinks to your pages without link farms, content mills and outdated approaches, helping your content rank better and bring more traffic and leads.
• SaaS content audit – We perform content audits where we systematically analyze all the content on your site, detect areas for improvement and help you act on them.
• Technical SEO audit – We detect technical issues with your site and help fix them.
• Content updates – We update your old content to keep it fresh and boost rankings.
• Forbes & Entrepreneur publications – If you want your articles featured on Forbes or Entrepreneur under your name, we’ll get you a membership and handle your content production.
• GA4 setup – This service includes GA and GTM settings audit, creation of GA4 property and basic settings, setting up custom events or micro conversions and configuration of custom definitions.
• SaaS content marketing consulting – We also offer consulting services, whether about your SaaS link building, content strategy, conversion optimization or building a successful content marketing team.

Transparency is one of our core values, so you can read about our methods for getting results on our blog. We believe the results should speak for themselves, so check out our case studies to see:

• How we helped our client RingBlaze get 650 leads and increase the blog traffic from 0 to 50,000 with just 20 articles
• How we helped our client FullSession get 500 leads with 16 articles in four months

We are also proud of helping Expandi get from 0 to $7M ARR (Annual Recurring Revenue) in a few years. You can read the whole Expandi success story here, where Stefan Smulders, co-founder of Expandi, talks about the six key ingredients to their success, one of which is content marketing.

Content writing pricing:

• Lite $1500/month – 10,000 words/month, writing SEO-optimized blog articles
• Plus $2000/month – 10,000 words/month, writing + briefs
• Pro $2500/month – 10,000 words/month, writing + briefs + keyword research + content plan

Content packages pricing:

• Lite $2990/month – 10,000 words/month, $1000 backlinks budget
• Plus $5690/month – 20,000 words/month, $1500 backlinks budget
• Pro $8290/month – 30,000 words/month, $2000 backlinks budget

All content packages include keyword research, detailed article briefs, content writing with internal linking, free stock images and Surfer SEO optimization, editing, two rounds of revisions, publishing on the WP, monthly reports, link building and consistent communication.

Apart from these pricing plans, you can opt for only one or two of our services if you only want GA4 setup or link building. Book a free consultation call to see how we can help you grow and join a great company of RingBlaze, FullSession, Expandi and other success cases.

2. Animalz

Animalz is a content marketing agency working with SaaS companies, venture capitalist (VC) firms and other tech companies, offering different types of content. Some big names they have worked with include Google, Amazon, Airtable, Intercom and Zendesk.

Here are the services they offer:

• SEO consulting – content audit & site structure, keyword research and strategy
• Brand awareness – blog articles, thought leadership content and conference presentations
• Lead generation – ebooks, whitepapers and landing pages
• Product marketing – video scripts, knowledge base articles and case studies
• Promotion and distribution – link building and social media & email campaigns

Some of their results include generating 550 leads for Frontify with just one blog post and increasing Sellbrite’s monthly blog visits from 20,000 to 71,000 within a year.

Pricing: available upon request

3. Simple Tiger

Simple Tiger is one of the SaaS marketing agencies that help you improve organic search and increase revenue. They pride themselves on their ability to integrate into your team and help you make better decisions.

Their services include:

• Keyword research – finding the best keywords to target in your industry
• Content marketing – devising a SaaS content marketing strategy and producing quality content
• Technical optimization – finding technical issues with your site and helping fix them
• Link building – building links to promote your business

For results, Simple Tiger has to show an increase in organic traffic for about 20,000 new users in the first five months for ContractWorks and over 330,000 unique visitors to JotForm’s site in just under three months.

Pricing plans: 

• Growth – for SaaS companies getting started with SEO, $10-20m ARR 
• Scale – for SaaS companies familiar with SEO, $20-100m ARR
• Enterprise – for enterprise SaaS companies, $100m+ ARR

They offer three pricing plans, each based on your business size and needs and differing in the number of words and links, but the quotas are available upon request. All three pricing plans include the four services listed above and ongoing support in terms of consulting, Slack communication and reporting.

4. Flying cat marketing

Flying cat marketing is an SEO and blog writing company helping growth-stage B2B SaaS companies achieve predictable and sustainable growth.

They offer:

• Full-service SEO – SEO audit, on-page SEO, technical SEO, conversion rate optimization, link building and strategy
• Content writing – shareable, well-researched content optimized for humans
• SEO strategy only – helping you get the most out of your content team
• Process – onboarding, market and audience research, content marketing strategy, content creation, optimization and reporting

Flying cat marketing helped Stonly reach a 986% increase in qualified traffic and helped Mixmax achieve a 500% increase in blog-assisted demo requests in ten months.

Pricing: available upon request

5. Growfusely

Another SaaS content marketing agency to consider is Growfusely, formerly known as The 20 Media.

They offer:

• Content marketing – content strategy, creation, promotion, measurement and thought leadership
• SEO – SEO audit, technical SEO, link building, local SEO, Google penalty recovery, website migration
• Digital PR – building a reputation on social media, promoting your brand and establishing thought leadership

Growfusely helped Mind the Graph generate a 217% organic traffic increase in six months.

Pricing: available upon request

SaaS blog writing company: Hiring checklist

Image source: Freepik

Before hiring, check if your SaaS blog writing agency ticks all the boxes below.

SaaS specialization

After all, you are looking for a SaaS blog writing company, so you better check if your agency specializes in SaaS content marketing. Why is this important? A general B2B agency doesn’t have the understanding and experience of SaaS businesses like a SaaS-specific company. 

If you have a problem with your kidney, you don’t go to a general practitioner but to a nephrologist who specializes in solving your specific problem. You should treat your SaaS business similarly – take it to a SaaS specialist instead of a B2B generalist.

A proven track record of success

Everyone can claim they’re the best at what they do and share advice, but what do they have to show for it? You need a company that walks the talks and can show results. Let’s see what you can look at to check the agency’s credibility.

Case studies

Most companies have case studies on their website, but you can also request them from the company since not all case studies will be public because of the confidential information. See what results the company brought in terms of leads, organic traffic and rankings.

Portfolio 

Research their site for a portfolio of written work or ask for samples. When evaluating their written content, consider these questions:

• Is the content engaging and does it entice you to read further?
• Does the content provide value? Is the advice actionable or generic?
• Does the article answer the search intent? Is it straight to the point?
• Is it easy to skim, with headings, subtitles, lists, images etc.? 
• Is the article well-researched and does it provide accurate information?
• Is the blog post well-structured?

Testimonials

Although less reliable, you should look at client testimonials and mentions to see what the clients highlight about working with the company.

Communication and values

It is crucial that your team can efficiently work with the chosen agency. The best way to determine this is to book a consultation call and see how you feel about their communication style. Questions to ask yourself during or after a call include:

• Do I feel heard and understood?
• Do I feel they genuinely care about helping me?
• Are they transparent and clear? Do they offer direct answers?
• Do they openly discuss their services, pricing and what they expect from me?

Through a consultation call, you’ll be able to determine whether their values align with yours and see if you feel they care about potential customers, listen to them and value transparency and open communication.

Also, to determine what your communication during the project will be like and how responsive or flexible they are, you can ask:

• Who will be my point of contact during the project?
• How often will they be available?
• Which platform will we use to communicate?
• How often will I receive reports and what is your reporting process? 

SEO skills and strategy

First, why do SaaS businesses using content marketing need SEO and strategy in the first place? 

SEO (Search Engine Optimization) helps your content reach a broader audience by optimizing for search engines and increasing your site’s visibility for the terms your buying personas are searching for. What good is excellent content if people can’t find it? 

A strategy helps you focus on the content tailored to your target audience and bringing the highest ROI, with 45% of B2B marketers attributing strategy changes to their content marketing success. All your efforts will be in vain if you produce content without a well-thought-out strategy. 

Producing a piece that ranks, brings traffic and, most importantly, valuable leads involves much more than writing – you have to understand the market, product and target audience, search for suitable keywords, optimize your SaaS blog for SEO, ensure all the technical aspects of your website are in order and build backlinks to your site.

That’s why we believe it’s best to find a SaaS content writing company with SEO experts and strategists working with the content team, allowing you to save time on onboarding both an SEO and content agency and educating them about your product.

Even if you already have an SEO expert or strategist and hire a full-service agency only for SaaS content writing, it is more likely they know how to align their SaaS content creation with the strategy because they already work with SEOs and content strategists. You want your blog writing agency to integrate perfectly with the team you have and understand your goals.

So, how do you check their SaaS SEO skills and strategy? Apart from checking their blog for guides and case studies for the process, here are the questions you can ask on a consultation call to help you make a decision:

• How do you search for keywords and determine which keywords to target?
• How do you measure SaaS content marketing results? 
• How do you choose websites for SaaS link building? 
• What is your internal linking strategy for SaaS blogs?
• How do you devise a SaaS content marketing strategy?
• What SaaS content marketing tools do you use?

Ensure the company has established procedures they can tailor to your process, does not give vague answers and is not promising fast results but realistic long-term and sustainable growth.

Company’s website

The last point from our checklist is to look at the company’s website. Seeing how the agency markets itself can provide valuable insights into its marketing skills and understanding of user behavior. 

Here is what to consider:

• SaaS content marketing blog – Apart from the case studies and portfolio we mentioned, you can also check whether they have actionable blog content on their website to get an idea of their expertise in SaaS content marketing.
• User experience – The website should be user-friendly, mobile responsive and easy to navigate.
• Design – The site should be visually appealing and consistent with its branding.

Conclusion

Finding the right SaaS blog writing company can bring you more customers, but you must choose wisely. We suggest you pick a blog writing company that:

1. Specializes in SaaS
2. Has a proven track record of success (case studies, portfolio, testimonials)
3. Communicates clearly with your team members and cares about your results
4. Offers a complete content production service including SEO and strategy
5. Markets itself in a way that resonates with you and shows expertise

Whether you need high-quality content only or a full service from strategy to execution, we are here to help. Book a call today to find out how!

The post A SaaS Blog Writing Company: 5 Top Choices & a Hiring Checklist appeared first on Quoleady.

In this article, we’ll examine the pros and cons of each option to help you choose. Plus, we’ll review the most common hiring problems and what to do about them.

What is a B2B SaaS copywriter?

A B2B SaaS copywriter specializes in creating persuasive copy specifically tailored to the needs of SaaS companies that target other businesses instead of individual consumers. They can write copy for your blog post, landing page or email marketing.

The main goal of B2B SaaS copywriting is to drive conversions by encouraging readers to take action, such as purchasing a subscription plan or signing up for a free trial. But SaaS copywriters can also:

• Educate your audience
• Present you as an industry expert 
• Help increase website visibility and traffic by writing optimized and engaging copy

B2B SaaS copywriter: Hiring options

Here we’ll discuss three hiring options:

1. Content marketing agency
2. In-house writer
3. Freelance writer

The right option will depend on your content needs and budget, so you should first analyze your resources and what you want to achieve. 

Content marketing agency

The first option is hiring a SaaS content marketing agency. A content agency comprises a team of professionals specializing in creating, managing and strategizing content for SaaS companies. They typically offer a range of services related to content creation, such as:

• Keyword research
• Content strategy
• SaaS content writing
• SEO optimization
• Content distribution
• Content performance analysis

Some even offer graphic design and video production. SaaS marketing agencies work closely with clients to understand their brand, target audience and marketing objectives.

Pros

Here are the benefits of hiring a content agency:

• Diverse skill set: Content agencies often have a team of professionals with different skills, including copywriters, editors, content strategists, SEO specialists and project managers. Such a team can ensure a holistic approach to your content creation, offering strategic guidance and providing results-driven content. 
• Scalability and resources: Content agencies are typically well-equipped to handle varying content production requirements. Whether you need a few articles or entire digital marketing campaigns, agencies can allocate the right team members to meet your needs. 
• Hiring responsibility: The agency takes care of the entire recruitment and training process – their writers are usually carefully evaluated and selected, ensuring you have access to the most competent copywriters without investing time and effort in finding suitable candidates, posting job ads, interviewing and testing them. 
• Efficiency and timeliness: Agencies have established workflows and processes, allowing them to deliver content more efficiently and timely. They can manage multiple projects simultaneously, ensuring deadlines are met and your SaaS content strategy is on track.
• Consistency and quality: A SaaS blog writing company can provide consistent quality by employing quality control measures, including proofreading and editing and ensuring you’re happy with the results. This attention to detail helps maintain a high standard for your content.
• Experience and industry insights: Content agencies often have experience working with clients from multiple industries, which enables them to gain valuable insights about emerging trends and best practices. They can leverage this experience and expertise to create content.
• Project management: Working with a content agency provides peace of mind because you can rely on their project management skills. They will handle the coordination, communication and logistics of your content initiatives, allowing you to focus on other core aspects of your business.

Of course, these advantages can vary from agency to agency. That’s why you should:

1. Ask for their portfolio of written work or samples.
2. Check their case studies to see what they have achieved with content.
3. Book a consultation call to check whether their communication style and values align with yours.

Cons

While hiring a content agency has many benefits, you should also consider potential drawbacks:

• Cost: Hiring a content agency can be more expensive than hiring a freelance copywriter because you also pay for project management skills, administrative expenses etc. However, content agencies often offer flexible pricing models, allowing you to select an option that aligns with your budget.
• Less control: When you work with a content agency, you’re entrusting the creative process and execution to an external team, which means less direct control compared to working with an in-house copywriter. This is a con for some and a benefit for others, but it also depends on the agency because you can decide how much control you want, e.g., you can approve the briefs before writing or only give feedback on the final draft. 

In-house copywriter

Image source: Freepik

An in-house B2B SaaS copywriter is a copywriting professional employed directly by a B2B SaaS company to create copy for marketing purposes.

Pros

Here are the benefits of hiring an in-house copywriter:

• Direct collaboration and communication: An in-house copywriter allows for direct collaboration and immediate communication. They are readily available as they work for you, making it easier to discuss project details, provide feedback and align on creative direction. Of course, some content agencies also provide consistent communication, but it is primarily characteristic of in-house employees. 
• Brand familiarity and cultural fit: An in-house copywriter works closely with your team, enabling them to gain a deep understanding of your brand voice, style, messaging, culture and values. This familiarity helps ensure consistency in your content that aligns with your brand identity. 
• Deep industry knowledge and expertise: In-house copywriters can develop a deep understanding of your industry and target audience over time. They become immersed in your organization’s niche and stay updated on industry trends. This specialized knowledge allows them to create content that resonates with your buyer persona.
• Full availability: Hiring an in-house copywriter is an excellent option if you have consistent and frequent content needs. As in-house copywriters are dedicated solely to your organization’s content needs, they can prioritize the tasks you want and do them when you want. 
• Greater control: Hiring an in-house copywriter gives you more control over content creation. You can provide direct guidance and oversee their work closely, ensuring it meets your expectations.

Cons

Here are the cons to keep in mind when considering hiring an in-house copywriter:

• Cost and overhead expenses: Hiring an in-house copywriter involves additional costs beyond the price you pay for their services. You’ll need to account for expenses such as benefits, vacation, training, equipment and office space if you don’t work remotely.
• Staffing challenges: Hiring an in-house copywriter means forming a candidate pool, recruiting, onboarding, managing and keeping an employee. Finding a suitable candidate with the necessary skills who is a cultural fit can be time-consuming and challenging. Also, if the copywriter leaves the company, it can disrupt the content-creation process and will require finding a replacement.
• Limited skill set: An in-house copywriter has expertise in B2B copywriting services but might not possess the same breadth of skills as a team in a content agency. They may lack expertise in SEO optimization for SaaS or content strategy, limiting their ability to handle diverse content needs or requiring additional outsourcing or resources.
• Creative stagnation: An in-house copywriter primarily focuses on your organization’s goals and brand. While working on the same project can ensure consistency, it may also limit exposure to diverse perspectives and fresh ideas, leading to creative stagnation and impacting the innovativeness of your content.

Freelance copywriter

Image source: Freepik

A freelance B2B SaaS copywriter works independently on a contract basis to create copy for B2B SaaS companies. They often offer services to multiple clients.

Pros

Here are the advantages of working with a freelance copywriter:

• Flexibility: Freelance copywriters offer flexibility regarding project scope and duration. You can hire them per project or work with them on multiple projects, allowing you to scale your content needs up or down as required.
• Cost savings: Hiring a freelancer is often the cheapest option because you don’t have to bear the costs of hiring a full-time employee or a SaaS SEO agency, making them a good choice for companies with limited budgets or those with project-based or temporary content needs.
• Fresh perspective and creativity: Freelancers often work with multiple clients across various industries, exposing them to diverse perspectives and creative approaches. This exposure helps them bring unique insights and innovative thinking to your content projects.
• Specialization: Freelance copywriters often specialize in specific industries, niches or writing styles to make them more competitive. This specialization can be beneficial when you need content that requires in-depth knowledge or a unique skill set. 
• Diverse talent pool: Freelancers come from various backgrounds and experiences, offering a vast talent pool to choose from. This variety allows you to select the most suitable freelance copywriter for each project.

Cons

Here are the potential drawbacks of hiring a freelance copywriter:

• Availability: Freelancers often have multiple clients and projects, affecting their availability and workload. Their availability can also fluctuate due to personal circumstances or unforeseen events. If a freelancer becomes unavailable during a project or discontinues their freelance work, it can disrupt your content production and require finding a replacement quickly. Depending on their commitments, they may not always be able to accommodate your immediate content needs. 
• Management: While freelancers can be highly professional and dependable, they work independently and, as a result, may need a bit of hand-holding or may not consistently deliver quality articles or meet deadlines.
• Limited control: As a client, you don’t have direct control over a freelancer’s work process compared to an in-house copywriter. While you can provide guidance and feedback, you may not have the same influence over their day-to-day activities.
• Limited skill set and resources: As with in-house copywriters, freelance copywriters primarily specialize in writing copy and often don’t have the same expertise or experience as a team in a content agency. If you don’t want to deal with strategy or SEO, you may need to hire multiple freelancers or consider alternatives.
• Hiring and management responsibility: It is your responsibility to find suitable candidates, post job ads, evaluate and interview them, but also train them and ensure deadlines are met, which can be challenging and time-consuming.

B2B SaaS copywriter: Hiring options comparison table

Common problems when hiring a B2B SaaS copywriter and what to do about them

According to research, here are the most common problems arising when outsourcing writing and what to do about them:

• 🙁 49% report it’s difficult to find a writer with subject matter expertise or experience. 

💡 Take the time to have a call or record a video or an audio message providing copywriters with your expert insights. Copywriters are, by profession, good researchers and know consumer psychology, so they’ll be able to present your insights in a compelling and easy-to-understand way.

• 🙁 42% report content quality wasn’t high enough. 

💡 Take the time to evaluate writers’ work, give them short or paid assignments and provide them with enough resources and training to produce high-quality work. Or hire an agency with a proven track record of success and quality control measures.

• 🙁 36% report content requiring a lot of editing on their end. 

💡 Communicate clearly your goals, preferences, target audience and brand voice, provide copywriters with detailed briefs and make sure they are responsive to feedback. 

• 🙁 29% report content not delivering expected results.

💡 Copywriters cannot solely be responsible for the article ranking and receiving traffic – you have to optimize your SaaS blog for SEO or hire an agency, employee or freelancer to help you do it.

Hiring a B2B SaaS copywriter: How can Quoleady help?

If you want to hire a SaaS marketing agency with dedicated copywriters, we can help. Here are the top reasons to work with us:

• We source, evaluate and train the best copywriters, so you don’t have to.
• We provide our copywriters with detailed article briefs and they create a well-researched and optimized copy to generate leads.
• We have established writing guidelines and proofread every article to ensure consistent quality.
• We take the time to learn about your product and preferences, value your feedback and implement it.
• We are available Monday-Friday, 9 AM-6 PM, to answer any questions, provide advice or update you on progress in a shared Slack channel or email.
• We provide other services to complement copywriting, such as conducting SaaS keyword research, devising a SaaS content strategy, building SaaS backlinks or performing a SaaS content audit.
• We are flexible, allowing you to choose only one or more services and providing flexible pricing models.

Hop on a free call to find out if we’re a fit.

Conclusion

As you’ve seen, all options have their own set of pros and cons. Weigh the factors we mentioned with your needs, budget and goals in mind to make an informed decision.

If you want a team of SaaS marketing professionals and carefully selected copywriters that provide consistent quality without the managing burden, we can help. Book a free 30-minute call to discuss your needs and see if we’re a fit.

FAQs

What does a B2B SaaS writer do?

A B2B SaaS writer specializes in creating informative and compelling content for B2B SaaS companies. They can write blog posts, landing pages, email sequences etc.

What is the difference between an agency and an in-house copywriter?

The agency is responsible for managing an agency copywriter, they have writing guidelines and quality control measures, including a team of editors who proof their work and ensure consistent quality. 

On the other hand, the company is responsible for finding its in-house copywriters, managing, training and keeping them, but if you have time and resources to do so, these copywriters can become well-versed in your brand voice and the preferences of your target audience.

Should I hire a freelancer or an agency?

Who you should hire depends on your specific needs. Hiring a freelancer can be a great choice if you need a budget-friendly option, have temporary content needs or want a writer with specific industry knowledge. 

However, if you don’t have time to find and evaluate potential candidates or manage them, a content agency should be your go-to option. Their predefined processes will give you peace of mind and allow you to focus on your core SaaS business.

The post Hiring a B2B SaaS Copywriter: Which is the Best Option for You? appeared first on Quoleady.

Here’s what we’ll go through:

1. What is SaaS SEO?
2. Pre-game
3. Keyword research
4. Content
5. On-page optimization
6. Off-page optimization
7. Technical optimization
8. Measuring results
9. SEO and content audit

What is SaaS SEO?

SaaS SEO or search engine optimization for software-as-a-service websites involves optimizing a software website to rank higher on Google organically and, in turn, generate more traffic and customers. 

Research shows that organic search results have a significantly higher click-through rate (CTR) than paid search results, with the average CTR for the first organic result being 28.5% and for paid results around 2%.

Plus, ranking organically is especially beneficial to software companies because their industry has a high cost per acquisition. 

SaaS SEO: Pre-game

To create a comprehensive SaaS SEO strategy for our clients, we begin by conducting thorough research on their product, target audience and competitors.

When it comes to your product, answer the following questions:

• What problems does my product solve and why?
• Why should people buy my product? What are its benefits?
• What are the limitations of my product?
• Who are my competitors – both direct and indirect? How does my product compare to them?
• Who is my ideal customer (their job title, pain points, needs, wants and motivations)?
• What do customers say about my product?

Analyzing your product, target audience and competition provides valuable insights to guide your keyword research process and choose keywords aligned with your solution and buying personas.

SaaS SEO: Keyword research

Choose a keyword research tool

The first step is to choose a keyword research tool. The best ones on the market are Ahrefs and SemRush. We use Ahrefs for our clients because its great interface makes it easier to focus on the key metrics.

Prepare a spreadsheet for documenting keywords

Next, prepare a spreadsheet to document your keywords and their metrics, such as search or global volume, keyword difficulty etc. Keeping track of your keywords will save you time and help you prioritize and organize them into content clusters.

Study search intent, SV and KD

Now, what should you pay attention to when choosing keywords? Ideally, your keyword should have the following:

1. High search intent 
2. Reasonable search volume
3. Low keyword difficulty

Search intent refers to what the person typing the keyword wants to find. High intent means the person searching for the keyword is ready to buy or take action. We’ll provide some examples a bit later.

Search volume (SV) refers to the estimated number of monthly searches, and “reasonable” search volume will vary. If you have a pricier or a long lifetime value product and a high-intent keyword, 30 searches aren’t low. Imagine you have a product worth $1000 and ten of those searchers become buyers. Not bad, right?

Keyword difficulty (KD) is a metric that estimates how difficult it would be to rank for a specific keyword. You can look at the Ahrefs KD estimation, but also check the SERP (search engine results page), how many backlinks the sites ranking have and what their DR (domain rating) is (more about DR when talking about link building).

Find the keywords

Here are the methods we use to find high-converting keywords for our clients.

Brainstorm topics

It is a good idea to brainstorm topics and then find keywords around those topics. Think about what your customers would search for based on their pain points and needs. Inspire yourself by analyzing sales calls or asking customers directly. Here are some questions you can ask:

• What problem has our product solved for you?
• What did you type into Google to find us?
• What words would you use to describe our product?

Pay attention to what your customers say about your product. Another great idea is to check what the customers say about your competitors’ products that solve the same or similar problems.

G2 is a fantastic place to do just that – analyze the problems customers mention and check the keywords around those topics.

Find high-intent keywords

We advise SaaS companies to focus on high-intent keywords that indicate a strong buying intent. Here’s a table showing such keywords for your content marketing strategy.

Since you’ll search for alternative, competitor, review and pricing keywords for every competitor, your list of keywords will be quite long. To save search credits, separate multiple keywords by commas or put them in a new line as shown here:

Check the Matching terms 

Back to the brainstorming part – did you think you have to come up with the exact phrasing your searchers are using? Not at all! 

Ahrefs made it easier with its “Matching terms” feature. If you have an idea, you can just type one word or phrase, check all searches including that word or phrase and also filter them based on ranking difficulty, search volume or by excluding or including a specific keyword.

Or you can type X+Y to find keyword ideas that include both words you’re interested in.

Check what your competitors are targeting

You can check whether you missed something by checking what your competitors are targeting and seeing if you can bring something new to the table.

There are two ways to do this:

1. Go to Site Explorer, enter the URL of your competitor’s website and go to Organic keywords (the keywords your competitor ranks for in the top 100 organic search results) or Top pages (your competitor’s pages that receive the most traffic). You can also filter their organic keywords.

2. Enter your website URL in the Site Explorer and conduct a Content gap analysis, entering the URLs of 1-3 of your competitors to see what keywords they’re targeting that you are not.

Use Google autosuggest

Type one or more words, take notice of Google’s search predictions and check them with your keyword research tool. 

Ask ChatGPT

Here’s a prompt we use to get keyword ideas from ChatGPT. Of course, you need to check those with a keyword research tool. 

Create topic clusters

Creating topic clusters out of your keywords helps position you as an authority in a specific topic and it also makes it easier for readers to find information.

The topic cluster consists of:

• A pillar page – the main article that covers the topic in-depth
• Cluster content – a set of supporting articles covering more specific keywords within the same topic

For example, you can write an ultimate guide about workforce management (that would be your pillar page) and then cover all supporting topics, such as workforce scheduling, performance management, workforce analytics (examples of cluster content) etc.

💡 How can Quoleady help? With us, you can choose whether you want to do keyword research on your own and have us write for you or let our SaaS content strategists take care of it.

Also, you don’t have to be on a content marketing package with us – we also offer SaaS SEO consulting services. Shoot a message to Olga if you’re interested! 

SaaS SEO: Content

Content can be anything from video, webinar, newsletter, podcast etc., but here we’ll focus on the blog content as it is one of the content types that produces the best content marketing results and we are a SaaS blog writing company specializing in this type of content.

Analyze the top-ranking results

Go through the first five articles ranking, see what they have in common and if they lack something. How can you provide a better piece?

Can you:

• Find an information gap and cover the topic more in depth?
• Provide specific examples and make the article more actionable?
• Make it more interesting by adding storytelling?

Bonus tip: Is there an outlier among the pages ranking, e.g., a website with a much lower DR? You want to pay special attention to this page and analyze why it ranks despite having lower metrics.

Hook the reader 

Hook the reader in your introduction – you can use writing frameworks such as AIDA and PAS to help you when you lack inspiration. Avoid “water is wet” statements, relate to your reader’s problem and use compelling stats or storytelling to keep them reading.

A good hook can significantly decrease a bounce rate, which is the percentage of people who leave your website without interacting further. A bounce rate negatively affects SEO, as it is a sign to Google that your content isn’t engaging or relevant enough.

Decrease friction

Google is all about the best possible user experience, so you should reduce any friction from the reader experience and make interacting with your content as easy as possible.

When it comes to content, here’s how you can decrease friction:

1. Cut the fluff ✂️. Fluff refers to any unnecessary content that doesn’t add value. To do this, go through your content and ask yourself: So what? Why does this matter? How does this propel the story further? If you don’t have a good answer, cut. 😈
2. Cut the wordiness ✂️. If you can express something with fewer words, do it. Cut redundant words or phrases and don’t repeat ideas throughout the article.
3. Cut the complexity ✂️. Use a conversational tone so it is easy to understand you – don’t make the reader read your sentences twice to get them. Explain in simple words and ask yourself: Is it clear to the reader or is it clear to me?

Make it helpful and specific

You may have heard about Google’s helpful content update, which highlights the importance of content that provides value to the reader for ranking. Avoid generalities and vagueness and answer the how and the why instead. Ask yourself:

• WHY is this important?
• Is it clear to the reader exactly HOW to do it?

Make it scannable

Scannable content is super important as it increases dwell time, which is the amount of time a reader spends on your website. The higher the dwell time – the better signal to Google that your page is relevant and valuable.

Image source: WhatFontIs

With so much content and options, no one is motivated to go through a wall of text – they’ll search for information elsewhere. To make your content easy to digest, include:

• Subheadings 
• Lists
• Images
• Videos
• Tables
• Bold or italic text
• Short paragraphs

Optimize it

SurferSEO is a content marketing tool we use to optimize blog posts. 

You should enter your keyword(s) in the Content Editor tab and you’ll get a Surfer link with recommendations on the Surfer terms to include, the number of images, paragraphs and words. It makes these suggestions based on the analysis of the top-ranking results. We aim for an 80+ Surfer score. 

Apart from SurferSEO, we include the main keyword in the introduction (ideally in the first sentence) and in subheadings where possible and add internal and external links (more on those later). 

💡 Want to learn more about these and other concepts and tools to improve your writing? Check out our B2B SaaS copywriting guide.

💡 Want to outsource content writing? You have three options for hiring a SaaS SEO copywriter:

1. Content marketing agency
2. Freelance copywriter
3. In-house copywriter

We have discussed each of these B2B SaaS copywriter hiring options and their pros and cons to help you choose. 

SaaS SEO: On-page optimization

On-page optimization refers to any changes you make ON your website to optimize it. All on-page elements we’ll mention provide context for search engines so they know what the page is about and can rank it. Let’s see what this includes.

URL

We advise our clients to put the focus keyword they’re targeting as a URL slug (end part of a URL after the “/”). For the blog posts, our advice is to put them in the blog folder so you can track your blog performance easily in analytics tools.

Meta title 

Meta title or SEO title is the title you see in organic search results, which may differ from the title you see when you click on a page.

A title is important because it affects your click-through rate, which refers to the percentage of users clicking on your page.

You should keep your meta title under 70 characters and include the main keyword (ideally at the beginning). You can use ChatGPT or Title Generator and Headline Analyzer to help you.

If you’re uploading on the WP, install a Yoast SEO plugin and make sure your SEO title and meta description are green, as shown here:

🤔 Wondering how to add a plugin on WordPress? Click Plugins, Add new, enter the plugin name, click Install now and Activate.

H1 tag 

The H1 or title tag is the main title on the web page. The opinions differ on whether you should keep the SEO title and H1 heading the same or different – we keep them the same. But remember that you should only have one H1 per page.

Meta description

A meta description is a summary of what a page is about that you see on the search engine results page. 

We keep meta descriptions up to 155 characters and include the main keyword and other relevant keywords. The description should accurately reflect what your page is about, urging searchers to click through.

Here is a ChatGPT prompt you can use for creating meta descriptions:

While it does not directly impact rankings, a meta description can also affect your click-through rate. However, bear in mind that Google may sometimes disregard your description and put a part of your web page text instead. Still, you should do what’s in your power and optimize that description.

Internal links

An internal link is a link pointing from one page on your website to another page on that same website (hence the name internal). Another term you should know is anchor text – a clickable text on the page. In the example below, “SaaS link-building strategy” is an anchor text.

Steal our internal linking strategy:

• We aim to have 5-6 internal links per every 1000 words.
• We keep the anchor texts very specific (the main keyword we’re targeting and variations, don’t include only exact matches as it can be a sign to Google of overoptimization).
• We ensure we add internal links to a new page once we publish it. 
• We prioritize internal link building and drive more links to the lead-generating pages to make them rank higher.
  

Bonus tip: You can perform a site search to help you find relevant pages to link to.

Back to the topic clusters, all your supporting articles should link to a pillar page and you should link from your pillar to supporting pages and between supporting articles where possible.

Image source: HubSpot

External links

An external or outbound link is a link pointing from your website to another website.

Whenever you can, you should back up your claims with data and evidence, linking to reputable sources such as Forbes, Inc etc. This makes both readers and Google trust you more.

Image alt tag

An image alt tag is an HTML attribute that describes the image on a web page.

Google primarily uses them to improve accessibility for visually impaired people or as descriptions when the image cannot load. You should provide an accurate and brief description of what’s on the image but also include your main keyword here and there. 

Use a Yoast SEO plugin to help you not over-optimize image alt tags and guide you through other on-page elements.

Bonus tip: Don’t forget to compress your images when uploading them, as not doing this can affect the speed of your website, which negatively affects user experience and, in turn, rankings since Google is all about providing the best search experience.

If you wrote an article in Google Docs, you can download compressed images from there. Go to the File, Download and Web page (.html, zipped). Then, go to your Downloads, right-click Extract here on the file and voila! You have a new folder with compressed images to upload on the WP.

Subheadings

Subheadings are secondary headings (H2, H3, H4s etc.) that appear after the main H1 heading.

It is crucial to properly format your content and break it up with subheadings so it’s organized and easier to read. Subheadings help guide readers through your content and scan for what they want to read. 

Avoid walls of text and use subheadings that include your target keywords or variations. For example, if your main keyword is “workforce management”, your subheading won’t be just “Benefits” but “Workforce management: Benefits”. 

Of course, our primary goal is to look natural, so use your common sense and don’t stuff keywords.

SaaS SEO: Off-page optimization (Link building)

Off-page optimization refers to the changes you make OFF your website to optimize it and it primarily refers to link building. Link building is a strategy of getting links from other websites pointing to your website to boost visibility and search engine rankings. That link you get from another website is called a backlink.

High-quality backlinks are among the most critical ranking factors because if many websites link to your pages, it’s like a vote of confidence, signaling to Google that your website is valuable and worth ranking.

Apart from those benefits, backlinks also increase your domain rating (DR), helping you rank future articles more quickly. Plus, you can get referral traffic from other websites pointing to yours.

We think it’s never too early to start building backlinks. The only case we wouldn’t recommend doing so is when you have thin content – valuable content comes before backlinks.

Our focus is building backlinks for blog posts because it’s easier to rank them and it’s easier to get a backlink to your blog post that contains helpful information than to your homepage that is primarily promotional.

How to choose the URLs to build links to

Go to Site Explorer, enter your website’s URL and go to Ahrefs’ Top pages. Filter the top pages by URL and set it to contain “blog”, click Apply and Show results.

Sort the pages by the Google ranking by clicking Position on the right.

Search for pages on positions 4-20, which are the first two pages of Google search – we focus on them because they have the highest chances of making it to the top. Among those in positions 4-20, choose those most relevant to what you’re doing and already bringing website traffic.

As for choosing the anchors, check what keywords the page already ranks for (if you’re not ranking for it, you can check the keywords a competitor’s top page ranks for). To do this, enter the page URL in the Site Explorer, set it to Path and click Organic keywords on the left. 

Now you can choose 3-4 of those keywords as link-building anchor texts. Of course, keep them natural and use common sense.

How to choose websites for link building

Here are the criteria you should think about when choosing websites for SaaS link building:

1. Domain authority/rating: DA and DR show the strength of a website’s backlink profile and how likely it is to rank in the top 100 results. You can check DA with Moz and DR with Ahrefs. The higher – the better.
2. Website traffic: The platform linking to you should have consistent website traffic so it can send traffic your way too.
3. Topic relevance: Build links from relevant websites in a similar industry as you – you want to avoid content mills and platforms that write about anything from fashion to sport.

Link-building strategies

Here we’ll list the most popular SaaS link-building strategies, but among those, we use A-B-C exchanges because they work best for our clients. Our approach is all about communication and building long-term relationships with partners.

Partnership backlinks (A-B-C exchanges)

We wouldn’t recommend using A-B exchanges or link swapping because Google isn’t a big fan of those and you are not likely to get much value from them, but we do find A-B-C exchanges the most effective.

In an A-B-C exchange, domain A links to domain B and then domain B links to domain C so that none of them have a two-way exchange.

For these exchanges, you need partnerships with third-party websites and domains in the same or similar niche as you. You can find partners by outreach or joining our Slack community for SaaS companies.

Guest posts

Guest posting means writing an article for another website which in return links to you. Again, the focus is on building relationships with editors and providing valuable content.

This link-building strategy is nothing new, but have you heard of the staircase guest blogging strategy? It includes writing high-quality content for third-party websites while gradually increasing the quality of the websites you’re writing for (hence the “staircase” part).

You start by contributing to websites with similar DR to yours that are not too competitive. Over time, you build a writing portfolio that positions you as an expert on a topic and then you can pitch to more competitive platforms with your portfolio as leverage.

Skyscraper technique

The skyscraper technique is a link-building strategy where you write your own article, making it better than the others currently receiving backlinks and then ask the platforms linking to your competitors in search to link to your content instead.

Here are the three steps you should follow:

1. Find a piece of content relevant to your industry with lots of backlinks. Check the page’s backlinks in Ahrefs by pasting the URL in Site Explorer and clicking Backlinks.
2. Create a genuinely better piece of content by inspecting what it lacks and whether you can provide a new angle, updated or more comprehensive information or make it more engaging. 
3. Reach out to the platforms linking to the original piece and ask them whether they’d be interested in linking to your article with more comprehensive information.

While this sounds good in theory, the story has two sides. This technique works for some, but not for us at the time. Olga, our founder, explains why the skyscraper technique doesn’t work for us and what we learned from it in another article for SEJ.

Organic link building

Data makes content compelling and more believable and people need relevant data sources to support their claims. You can create resources that will compel creators to link to you without you asking them.

These resources can include:

• Reports
• Studies
• Infographics

Once you rank this content in the Google top results, the links will be coming your way on autopilot.

Missing backlink strategy

This strategy includes searching the internet for mentions of your brand name. Most of the time, people mention brands but don’t link to them. This is your opportunity to reach out to them and ask for a backlink.

You can find mentions of your brand by setting an Ahrefs alert. Click More, Alerts, Mentions and Add alert as shown below, then fill out the boxes and you’re set!

Here’s a message we received from Capterra’s marketing specialist using this strategy:

Broken links and replacing outdated tools

The broken link strategy is a famous method where you check whether the websites you want to receive links from have any broken links. You can do this using a Broken link checker. If you find they do, you can reach out to them and ask them to replace a broken link with a link to a similar article on your SaaS website. 

But there’s also an outdated tool replacement strategy inspired by the broken link strategy but specific to SaaS.

Some products stop existing, but the listicles, reviews and articles mentioning them remain very much alive. This is your opportunity to find domain backlinks for the outdated tools, contact those platforms featuring them and offer them to replace a link to an outdated tool with a link to your tool.

HARO

HARO (Help A Reporter Out) platform connects journalists or authors with experts on a specific topic. Authors request a quote and experts provide advice. Authors then choose which expert quote to use in their articles and link to an expert.

You may have stumbled upon a “HARO writer” job ad. People hire such writers or experts to pitch in the hopes of receiving a backlink.

However, we stopped this service in 2022 because it’s difficult to scale and with time, it got overcrowded, where people wouldn’t link to you just because you shared advice – they wanted a backlink in return.

We wouldn’t recommend basing your whole link-building strategy on HARO, but if you have enough resources, you can still try it to see if it brings results to you. Our main advice is to send pitches fast and packed with value.

💡 We have hundreds of partners with whom we maintain relationships so we can build high-quality backlinks for our clients. Book a free 30-minute call with Olga to discuss your link-building strategy and how we can help.

SaaS SEO: Technical optimization

Here is how you can further optimize your SaaS website for SEO.

HTTP and HTTPS

HTTP exchanges data between a browser and a website in plain text, which makes it easier for attackers to read it, posing a security risk, especially regarding passwords or credit card details.

On the other hand, HTTPS has an extra layer of security compared to HTTP, ensuring information remains confidential during data exchange.

Apart from keeping your information safe, HTTPS is also a ranking signal from 2014, as stated by Google:

Image source: Google Search Central

If you’re not using HTTPS, ask your hosting company to install an SSL certificate for you and redirect your traffic from HTTP to HTTPS.

XML sitemap

An XML sitemap is a file with all URLs on your website that makes it easier for search engines to discover, crawl and index your website, leading to better visibility and higher rankings.

If you have a WordPress website, you can set it up with the Yoast SEO plugin we mentioned earlier, which updates the sitemap automatically when you publish new or remove old pages. Here’s how:

1. Click Settings in the Yoast SEO tab on the left, then choose Site features in the General tab.

2. Scroll to find the XML sitemap card. Toggle the switch on to enable the feature.

3. Copy the URL you get when you click View the XML sitemap, go to Google Search Console, click Sitemaps, paste the sitemap URL and click Submit.

Indexing

Whenever you publish a new page, it is a good practice to request indexing for it from Google Search Console because, in that way, you are signaling to Google to pay attention to your page.

Log in to GSC, click URL inspection, enter your page URL and click Request indexing if it says “URL is not on Google”.

Duplicate content  

Duplicate content is content that appears on the internet in more than one place, which confuses Google and can lead to penalties. You can paste your website URL in Siteliner to see if you have duplicate content and what it is.

It is okay to have some percentage of duplicate content, but if you’re above 15%, analyze those pages and see if you can merge two or more pages into one or set 301 redirects.

301 redirect

301 redirect is when you permanently move a web page from one web location to another. You can use them when you want to:

1. Change the URL of an existing web page (this is not advisable when you already have traffic and backlinks built to the page because you risk losing the link juice)
2. Merge two pages into one to avoid duplicate content or for whatever reason
3. Redirect 404 or error pages (page not found) that contribute to poor user experience

Here is how you can set 301 redirects:

1. Install and activate a plugin called “301 Redirects” on the WP.

2. Go to Tools and choose Redirection.

3. For the Source URL, paste the current URL and for the target URL, paste the new one and click Add redirect.

4. Request indexing for the new URL (if not indexed already).

Schema markup

Schema markup is structured data that helps search engines better understand the information on your website and provides rich snippets for searchers.

 There are many types, such as:

• Articles
• FAQs
• Local business
• Restaurant
• Ratings
• Events

How can you add it to your WordPress website?

1. Install a “Schema – All In One Schema Rich Snippets” plugin and click Activate.

2. Now you have to add schema to each page individually. Choose a post and scroll down to the Configure Rich Snippet section. Choose the type of schema you want, e.g., article.

3. Fill out the form and click Update.

4. Now it’s time to test your schema. Copy your page URL and type “Google structured data testing tool” in Google. Click Schema markup validator, paste the URL, run the test and see if there are any errors or warnings.

Page speed

Page speed has been a direct ranking factor since 2010.

Image source: Google Search Central

You can enter your URL in this speed checker to test it. Check both mobile and desktop performance as well as the home page and blog articles, as the results may differ.

If you are in the red zone, here’s what you can do to improve page speed:

1. Reduce image sizes. We already explained how to add compressed images. The other option is to install a plugin such as “EWWW image optimizer”. 

The only thing you should tick in the plugin settings is this one:

2. Reduce the size of JavaScript and CSS files. You can do this with a WordPress plugin, “Autoptimize”.

Here are the boxes you should tick:

⚠️ Warning: Test whether your website breaks down when you click “Minify excluded CSS and JS files”. If it does, just untick it and click Save changes and empty cache.

Click Save changes and Delete cache on the top of your page. Congrats, you have now minified your JavaScript, CSS and HTML files!

3. Use a cache plugin called “WP Super Cache”.

Make sure that you have Caching on ticked in the Easy tab and that you Update status.

And here are all the other boxes you should tick in the Advanced tab. Don’t forget to click Update status and check whether your website has broken.

Mobile responsiveness

Most website themes today are mobile responsive, but it is always good to see how your article looks on mobile since 55% of website traffic comes from mobile searches.

A few lines may look good on a desktop but actually be a wall of text on mobile, which you want to avoid.

SaaS SEO: Measuring results

One of the most common questions we get from our clients is: how long does it take to see results? We would say around six months if you publish consistently and don’t have any technical issues with your website.

Of course, you can get results earlier and here are the two cases we saw excellent results for our clients:

1. Increased traffic for RingBlaze from 0 to 50K and brought 650 leads with 20 articles
2. Increased traffic for FullSession from 0 to 21K and brought 500 leads with 16 articles and within four months

However, we want to highlight that this is not typical. SEO is a long-term strategy with many variables, so we cannot promise you the same results. But what we’ve seen is that hard work, patience and consistency pay off. 

Now, which SaaS marketing metrics should you pay attention to? Here are the ones we track for our clients:

• Traffic = the number of visitors your website has
• Rankings = the positions your website has for specific keywords
• Conversion rate = the percentage of people taking a desired action on your website (signing up for a free trial or downloading an ebook)
• Traffic source = the source of your website traffic (social media, organic search, paid search etc.)
• Time on page = the time a visitor spends on a specific page on your website
• Engagement = visitors’ interaction with your website (comments, social shares etc.)
• Bounce rate = the percentage of visitors reading only one (portion of the) page without interacting further with your website
• Website DA/DR = a metric of your domain authority or rating that tells you how strong your backlink profile is

To measure these, we use:

• Google Search Console
• Universal Analytics (G3) and Google Analytics 4 (GA4)
• Ahrefs 
• Moz

For more information, check out our post on measuring SaaS content marketing results.

💡 Even though GA4 can provide valuable insights, it can be challenging to set up. We have a GA4 pro on our team who can set it up for you. Shoot a message if interested! 

SaaS SEO: Audits

There are two audits you should do:

• SEO audit
• Content audit

SEO audit

SEO audit evaluates how search-friendly a website is. It aims to detect issues and optimize them.

Here is a sneak peek into what we analyze:

💡 You can purchase this service from us. For every section, you’ll receive an explanation of the problem, what you can do to solve it and the importance of fixing it so you know what to prioritize. Shoot a message to Olga if you’re interested! 

Alternatively, you can use a tool called Screaming frog, which is free to use for websites with up to 500 pages and allows you to export all the data.

Content audit

A content audit is a systematic analysis of all the content you created so far. If you already have pages on your blog that don’t bring traffic or signups, it might be the time for a SaaS content audit!

It allows you to spot issues and do a content update, which can give you a traffic boost without creating new content. Here are the main elements:

1. Strategy. Are you targeting BOFU (bottom of the funnel) keywords and does every article have a purpose?
2. Blog topics. What do your top pages that receive the most love from readers have in common? You can perform A/B testing for your titles and see if there are keywords around similar topics to your most successful ones.
3. Content. Does your content match the search intent? Can you reduce friction even more from the reader experience by making it less wordy and simpler? Is it actionable and does it provide value? Are there content gaps you can cover? Can you improve your CTAs? Does your content provide relevant information (updated stats, features, pricing etc.)? Is it scannable (with images, lists and tables)? Did you answer the questions from the “People also ask” section?
4. Optimization. Do the meta title, H1, some subheadings, URL, introduction and image alt tags include a target keyword? Did you interlink the blog articles properly? Do they link to reputable external sources? 
5. Blog design. Can readers easily navigate your site and quickly find what they want? Is it visually appealing and mobile-friendly? Do you have enough white space?

We recommend performing content audits and updating content every six months. Google loves fresh content and rewards you for it. Sometimes you can do as little as add a sentence, update a stat or add internal links and change the publication date to receive a traffic boost.

Conclusion

This was a lot to take in. 😅 

Now you have two options:

1. Study the concepts from this article in detail and test them
2. Let us do the heavy lifting while you focus on your core business

If you want a dedicated team of SEO professionals working on high-quality content for your website not just to increase traffic but to boost conversions and revenue, we are here to help. Book a free 30-minute call with our founder Olga to learn more about our SaaS SEO services.

SaaS SEO: FAQs

The post SaaS SEO Guide: A-Z for Ranking in 2025 appeared first on Quoleady.

But why? In this article, we’ll cover the top five reasons to hire a SaaS SEO copywriter and how to find the right one.

What is a SaaS SEO copywriter?

A SaaS SEO copywriter needs to have three necessary skills:

1. SaaS marketing knowledge: They need to be well-versed in SaaS marketing as it differs from traditional marketing and is mostly B2B.
2. SEO knowledge: They need to know how to optimize copy for SEO purposes, which differentiates them from a regular SaaS copywriter.
3. Copywriting skills: They need to know how to write engaging and compelling content that encourages readers to act.

5 reasons to hire a SaaS SEO copywriter

Visibility and organic traffic

A SaaS SEO copywriter specializes in creating copy for SaaS businesses and optimizing it for search engines. They can help boost your website’s visibility and ranking in search engine results by employing the best SEO practices, such as:

• Using relevant keywords
• Properly structuring content 
• Including internal links

This increased visibility can drive more organic traffic to your website and attract potential customers.

💡 Our team increased Fullsession’s website traffic from 0 to 21,157 in four months with only 16 articles. Another case in point is our client RingBlaze whose blog traffic increased from 0 to 50K with 20 blog posts.

User experience

A SaaS SEO copywriter can create user-focused SEO content that is informative, engaging and easy to read. Check out the best SaaS content marketing blogs for helpful examples.

Often, tech companies are experts in their field, but they use too complicated or technical language, which makes it difficult for a reader to digest content.

Copywriters know how to simplify complex concepts, address customer pain points and provide valuable information that is easy to digest. These skills help enhance the overall user experience, which can build trust in your brand.

Educating your audience 

Content marketing is all about helping people before they pay you. Copywriters can create content that answers your target audience’s problems and educates them.

82% of consumers feel more positive about a company after reading their custom content. These positive associations can lead to higher trust and eventual purchase. 

Product-led content is an excellent choice here, as it teaches readers how to solve their problems with your product.

Image source: PandaDoc

Leads and conversions 

While traffic is fantastic and one of the key SaaS marketing metrics, it doesn’t mean much without leads and conversions. Companies with blogs generate 67% more leads per month. A skilled SaaS SEO copywriter understands how to create persuasive and engaging content that can convert website visitors into customers. 

They know how to highlight the unique selling points of your SaaS product, address customer pain points and create compelling calls to action. By crafting compelling copy for your web pages, they can increase conversion rates and drive more signups or purchases.

💡 You can read our case studies to learn what strategies we used to bring 650 leads for RingBlaze and 500 for FullSession in a few months.

Time and resource efficiency

Writing a simple 1000-word blog post can take several hours. You could use that time to work on core aspects of your business, such as strategic planning, product development and customer acquisition. It is most profitable to do the things we excel at and delegate the rest.

Instead of investing hours in researching keywords, creating content and optimizing it for search engines, you can rely on a professional who already has the necessary expertise.

Although it may sound counterintuitive, outsourcing content creation can help you save money in the long run by bringing you customers that spend much more than you previously invested.

Tips for hiring a SaaS SEO copywriter

Choose the right hiring option

You have three options:

1. Content marketing agency: A SaaS content agency has a team of professionals that help SaaS businesses create high-quality content.
2. In-house copywriter: An in-house copywriter is an employee of a SaaS company responsible for creating copy for marketing purposes.
3. Freelance copywriter: A freelance copywriter is a self-employed professional who offers copywriting services on a project or retainer basis, usually for multiple clients.

The right option will depend on your needs. You can check our B2B SaaS copywriter hiring guide for a review of the pros and cons of each option.

If you want a SaaS blog writing agency with carefully selected copywriters and high-quality standards, we are here to help. Book a free 30-minute call to see how.

If you’re working with an SaaS SEO agency, there is no hiring responsibility (except for checking the company’s credibility). If not, proceed to the following tips.

Craft a job ad 

You can post your job ad on LinkedIn, Indeed, AngelList or similar platforms. Here are some tips to get you started:

1. Clearly define the role. “SaaS SEO copywriter” is a good job title – “copywriter” is too general, and “SaaS copywriter” is not the same as a “SaaS SEO copywriter” that should have a deeper knowledge of SEO. Explain precisely the job responsibilities, types of texts they’ll be writing and for which industry.
2. Highlight required skills and experience. The required skills should include the three primary skills we mentioned and excellent command of English (or another language they’ll be writing in). Again, narrow it down as much as possible by, for example, listing precisely what SEO skills you’re looking for.
3. Showcase your company culture and values. Describe your company culture, mission and values and highlight what makes your company an attractive workplace.
4. Provide application instructions. Outline how candidates should apply and what documents to include. Make the process simple for candidates so they don’t have to enter the same information twice (e.g., if they provide a resume, they don’t need to list the same information elsewhere).

As you can see, specific and clear is the name of the game here. A well-written job ad will also save you time and decrease the number of candidates who are not a fit.

Consider outreach

LinkedIn is an excellent place to find and contact potential candidates. Follow these steps:

1. Type relevant keywords, such as “SaaS SEO copywriter”, and research their profile for writing samples.
2. Craft a message, keeping it concise and to the point by clearly stating why you’re reaching out, what you’re offering and the benefits of working with you.
3. Personalize your message, mention something specific from their profile that caught your attention and explain why you believe they would be a good fit for the role.
4. Follow up if needed but don’t be too pushy.

Test and interview potential candidates

While a portfolio can be helpful, it is a collection of writers’ best work and you don’t know how much editing it went through. Therefore, asking for a short or longer paid SaaS content writing assignment is best – a skilled and experienced copywriter will unlikely work several hours on creating an unpaid article. 

Additionally, you can schedule an interview to see if you can communicate with this person well. Effective communication will be crucial for creating content in the future.

Here are some questions you can ask in an interview:

• What does your writing/research process look like?
• How do you optimize copy for SEO?
• What SaaS content marketing tools do you use for writing, if any?
• How do you conduct SaaS keyword research?
• How do you determine the content length?
• What is the difference between SaaS backlinks and internal links?
• How do you optimize for featured snippets?
• How many words can you write weekly/monthly without sacrificing quality?

Conclusion

Hiring a SaaS SEO copywriter can be a great choice if you want to:

• Increase organic traffic and visibility
• Improve user experience
• Educate your audience
• Generate more leads and conversions
• Save time and money

The only thing left is for you to decide whether you’ll hire SaaS marketing agencies, in-house or freelance copywriter. At Quoleady, we carefully select the best copywriters and have quality standards that enable us to deliver high-quality articles consistently. Book a free 30-minute call to see how we can help you.

FAQs

What does a SaaS copywriter do?

A SaaS copywriter writes copy for software companies with the purpose of encouraging a reader to buy a subscription plan or sign up for a free trial or demo. Their primary skills include research, understanding consumer psychology and the ability to use words to persuade.

How much do SEO copywriters charge?

We have no general answer because how much SEO copywriters charge depends on so many factors, such as:

• Type of copy (blog, email or landing page copy)
• Subject matter expertise
• Research (Do the writers interview experts or write based on what they find online?)
• Strategy (Do they devise strategy and briefs on their own or do you provide it?)
• The topic they’re writing about

You can check our pricing here.

What is SEO copywriting?

SEO copywriting involves writing and optimizing copy to rank on search engine result pages and convert readers into buyers.

Do copywriters need to learn SEO?

SEO is a broad field that includes off-page, on-page and technical SEO, and each segment has separate roles. Most copywriters have basic on-page SEO skills, which means they know how to optimize copy with relevant keywords, links, meta and title tags etc. 

Some also do keyword research and content strategy, which makes them more competitive in the market. However, this skill is a plus and not necessary for B2B copywriting services, as there are SEO expert roles. 

The post SaaS SEO Copywriter: Why & How to Find One for Your Business appeared first on Quoleady.

Here’s what you’ll learn below:

1. What is B2B SaaS copywriting 
2. Why is B2B SaaS copywriting for blogs important for your business
3. What you need to know before you start
4. Concepts that make a good copy
5. Tools that can improve your writing
6. How to optimize your copy for SEO purposes

What is B2B SaaS copywriting?

B2B SaaS copywriting is writing with the purpose of inspiring a reader to take action, such as buying a SaaS subscription or signing up for a free trial. B2B writing targets a team of professionals and focuses on how the whole company benefits from a SaaS product, not just an individual.

It can be email marketing, pricing page or landing page copy, but here we’ll focus on B2B SaaS copywriting for blogs.

Why is B2B SaaS copywriting for blogs important?

Let’s see what the numbers say:

• Of all the content types they use, 93% of B2B marketers report blog posts produced the best overall content marketing results. 
• 80% believe custom content should be central to marketing work.
• Content marketing costs 62% less than traditional marketing.
• 82% of consumers feel more positive about a company after reading custom content.
• 70% prefer to learn about a company through articles than adverts.
• On average, companies with blogs generate +67% leads per month.
• Marketers prioritizing blogging are 13 times more likely to have a positive ROI.

Blog posts can generate excellent content marketing results for software companies, making potential customers feel more positive about your company and generating leads while saving you money in the long run.

B2B SaaS copywriting: Before you start

Understand your target audience and tailor your content to them

Before deciding what to write about, you must understand your target audience or buying persona. Ask yourself:

• What are their pain points?
• What keeps them up at night?
• What interests them?
• What do they want?
• What would make their life easier?
• What is their job?

Here are a few suggestions to help you understand your target audience better:

• Analyze your sales calls and look for patterns
• Read reviews of your or competitors’ products on third-party sites such as G2 
• Ask them directly via a customer survey

Conduct keyword research

Before conducting keyword research for your SaaS content marketing strategy, you should understand how to choose the right keywords. Your ideal keyword should have:

1. High search intent
2. Reasonable search volume
3. Low keyword difficulty

We suggest you target high-intent keywords that are most likely to bring you results. You need a keyword research tool such as Ahrefs or SEMRush to find them and a list of your competitors.

Let’s say you are building a team chat app. Here are the types of high-intent keywords you should look for:

For more ideas and in-depth explanations, check out our guide on SaaS keyword research. You can also educate yourself and get inspiration from the best SaaS content marketing blogs or consult a SaaS content strategist if you’re unsure which keywords to target.

Create an outline

An outline can help you stay on track and organize your ideas. Here’s how to create one:

1. Identify who you’re writing to
2. Identify the search intent for the keyword (look at the top ten results and see what articles Google ranks for your chosen keyword, but also use common sense) 
3. Identify the purpose of your writing and what you want to achieve
4. Define your headers and subheaders

While analyzing the top ten articles, see whether there’s something they are not covering or if you can provide a unique angle. People tend to repeat the same information, so identifying an information gap or bringing something new to the table can help you get ahead.

B2B SaaS Copywriting: Other concepts you need for a good copy

Hook the reader

The purpose of every sentence in your copy is to get your reader to the next one. The first chance you have to hook the reader is your headline. 

Statistics show that eight out of ten people read the headline copy, but only two out of ten read the rest. This tells us how important it is to craft a compelling headline. Get into your customer’s shoes, think about what they want to find when they search for a specific keyword and tailor the headline to that. Avoid clickbait and make sure you deliver on the promise.

Bonus tip: You can use Headline Analyzer and Title Generator to help you. 

An introduction is another place to hook the reader and convince them they’re at the right place where they’ll get what they came for. Here are some guidelines:

1. Make it short (about 3-4 paragraphs and up to 200 words)
2. Make it sharp and snappy 
3. Describe what you’re going to talk about in the article
4. Don’t state the obvious
5. Include some stats to prove your idea
6. Inject storytelling and relate to the reader’s problem

You can also use writing frameworks, such as:

AIDA

• Attention: Are you a business owner or marketer looking to boost sales during the Christmas season?
• Interest: Customers are in a buying mood, with X% of shoppers setting aside a budget for holiday gifts this year. However, with so many businesses fighting for attention, it can be challenging to stand out.
• Desire: That’s where Christmas holiday campaigns come in. By creating unique and engaging experiences for your customers, you can connect with them and skyrocket your sales.
• Action: In this article, we’ll explore the most effective Christmas marketing campaigns and ideas to delight your customers and make the most out of this holiday season. 

PAS

• Problem: Are you tired of spending hours each week manually managing employee schedules?
• Agitation: You try to accommodate all preferences and requests, but still, it leads to errors, miscommunication and conflict. Missed shifts and under- and overstaffing ultimately affect your bottom line.
• Solution: That’s where X, our employee scheduling software, comes in. You can automate the entire scheduling process and ensure your business runs more smoothly with features like shift trading, time-off requests and real-time scheduling updates.

SCQA

• Situation: Research shows hiring a SaaS marketing agency can save X% of revenue.
• Complication: But it is tricky because there are so many of them and everyone claims to produce high-quality content.
• Question: How do you sift through all that information?
• Answer: Here are our top X choices and a hiring checklist to help you.

Emphasize benefits 

Features describe what your product does, whereas benefits describe how it helps the reader. Readers don’t care about your business, they care about how your business can help them, whether it be reducing operational costs, increasing productivity, saving time or automating existing workflows. 

Keep this in mind when listing all your product’s features. Ask yourself:

• So what?
• How does this help the reader? 
• How will it make their life easier?
• Is it clear to me or is it clear to the reader?

Here are some examples of how you can turn features into benefits:

❌ 30GB of storage for MP3s 

✅ 1000 songs in your pocket

❌ 30-megapixel camera 

✅ high-quality photos that look professional

❌ 16GB of RAM 

✅ lightning-fast performance without lags

This is not to say to omit features altogether, but make sure they are clear to the reader and emphasize how they make their life easier to help them picture the outcome.

Cut the wordiness

Wordy sentences add friction, which is the opposite of what you want. You want to provide a seamless experience and not lose readers because of wordy sentences.

Here are some examples of redundant words or phrases and how you can cut the wordiness:

• Merge together –> merge
• Absolutely certain –> certain
• Still remains –> remains
• In order to –> to
• In the event that –> if
• The majority of –> most
• Have a preference for –> prefer

Now let’s look at an example at the sentence level:

❌ To fully realize the benefits of recognition, it’s important to create the same culture in your workplace environment. This company culture makes sure employees feel recognized and boosts motivation.

✅ To fully realize the benefits of recognition, create a workplace culture that ensures employees feel recognized and motivated.

If you can express it with fewer words and more simply, do it. Also, avoid repeating ideas throughout the article. Every sentence counts – cut everything that doesn’t provide additional value.

Find data and statistics to support claims

Outbound links are important because they make your SaaS company a credible source both in the eyes of readers and Google. Support your claims with evidence and link to reputable sources such as Forbes, Inc, the Guardian etc. 

Whenever you can, find statistics, but make sure they are up-to-date, which usually means no older than two years. Irrelevant and outdated stats make you less credible. Also, always link to the original source of the statistic instead of stat reviews.

Use active voice

Active voice is more direct and persuasive than passive voice – it puts power in the readers’ hands. Use passive sparingly and change to active whenever you can. You can use Grammarly or Hemingway app to help you detect passive sentences and change them.

Let’s look at some examples:

❌ The data analysis module can be used to track employee productivity. 

✅ You can track employee productivity with the data analysis module.

❌ The onboarding process can be streamlined using the software. 

✅ The software streamlines the onboarding process.

❌ The report can be accessed by the HR team. 

✅ Your HR team can access the report.

Make your content specific and actionable

Specific beats general any time – answer the how and the why. The tips you provide should be actionable and, whenever you can, you should provide examples to bring ideas to life. Imagine that kid asking a thousand whys and approach your SaaS content production with similar scrutiny. 

Ask yourself:

• Why does this matter? 
• How can the reader do it?

Let’s see some examples:

❌ Our platform provides a comprehensive solution for managing your workforce.

❌ Our software provides valuable insights.

❌ Our platform offers a range of features.

These sentences are vague because they don’t answer the how and the why. We have to provide concrete examples and be more specific to provide value to the reader. Let’s see what this can look like:

✅ Our solution includes advanced forecasting and budgeting features so you can accurately project labor costs, resulting in a 15% reduction in labor expenses.

✅ Our workforce management software provides real-time data analytics, allowing you to identify areas for improvement and optimize your staffing levels.

✅ Our platform offers a range of features, such as time and attendance tracking, shift management and performance analytics.

Write conversationally

Many SaaS companies get too formal or technical and confuse the readers. You confuse them – you lose them. Conversational language makes content easy to digest and more relatable, helping you establish a relationship with the reader.

Here’s how to write conversationally: 

1. Imagine you’re speaking to a friend
2. Address the reader directly (with “you” and “your”)
3. Use language that is easy to understand
4. Use analogies and metaphors

Here are some examples:

❌ One way to approach marketing during summer is by incorporating interactive summer games into your campaigns. 

✅ Do you know what a fun way to market during summer is? Incorporating summer games in your campaigns.

❌ Influencer marketing is a strategy that involves working with individuals with a large following on social media platforms and using their endorsement to advertise your brand, products or services. 

✅ Influencer marketing is when you team up with people with a large following on social media to promote your products or services.

Make it skimmable

Image source: CopywritingCourse

73% of people skim blog posts, which is why it’s crucial to make the posts easy to digest by making them skimmable. 

Skimmable content includes:

• Headings and subheadings
• Bulleted or numbered lists
• Short paragraphs
• Bold or italic text
• Images, videos and infographics
• Tables

If you can, design your images consistent with your branding, but in case you don’t have time to do that, here are some websites with free stock images you can use:

• Freepik
• Pixabay
• Unsplash
• Pexels

Include calls-to-action

Image source: Ringblaze

Include calls-to-action (CTAs) throughout your article and in the conclusion to inspire action. However, don’t overstuff your article with CTAs. The point of copywriting is to sell or drive action, but if you only focus on talking about your product, you will only annoy and lose the reader. Stay humble and strike the right balance between promoting your product and providing value for the reader.

B2B SaaS Copywriting tools to improve your writing

Here are powerful marketing tools you can use to help you create content.

Grammarly

Image source: G2

You can use Grammarly for:

• Grammar, spelling and punctuation mistakes
• Clarity and readability
• Adjusting tone
• Plagiarism
• Consistency
• Sounding more native

However, don’t listen to its suggestions blindly, as it can make mistakes. 

Surfer SEO

Image source: Surfer SEO

Surfer SEO is a fantastic content marketing tool that analyzes the top ranking results and, based on that information, offers suggestions for which keywords to include in your copy, how many words, headings, paragraphs and images. 

You can also use it for keyword research, auditing etc., but we mainly use it to optimize content.

Hemingway Editor 

Image source: Hemingway App

Hemingway Editor analyzes your text and provides feedback on:

• Readability
• Sentence structure
• Passive voice use

This analysis can help you identify areas where you can improve your writing and make it more direct, concise and easy to understand.

Writesonic

Image source: Writesonic

Writesonic is another helpful tool you can use to generate content ideas and product descriptions, paraphrase content and more. For example, you can use it to change the tone from formal to conversational.

Ahrefs

Although not specifically for writing, this list wouldn’t be complete without Ahrefs, an SEO tool that helps you research keywords and competitors, analyze backlinks and track rankings. Your writing will be much better if you know what people are searching for and do proper research.

Its alternative is SEMRush, but we like Ahrefs because of its clear interface that makes it easy to focus on the key metrics.

B2B SaaS copywriting: How to optimize your copy

Your content should be reader-centric, but you should optimize it to make Google happy and enable readers to see your content. Two main aspects include keywords and internal linking. 

Keywords

Apart from including the terms Surfer SEO suggests, you should also include the main or target keyword in your:

1. Introduction – ideally in the first sentence/paragraph or at least in the first 150 words
2. Meta description 
3. SEO tag – ideally at the beginning
4. Title tag – ideally at the beginning
5. Headings and subheadings (where possible)
6. Alt tags 
7. URL slug

However, don’t stuff the keywords – we don’t want an over-optimized copy. You can use the WordPress Yoast SEO plugin to help you:

Your meta description should be up to 160 characters and appear green in WordPress, explaining briefly what your article is about and enticing the reader. SEO and title tags should be up to 70 characters. 

Internal linking 

Internal linking for your SaaS blog is important because it helps search engines understand what your website is about and see you as a topical authority, boosting rankings. It also creates a good user experience because it makes it easier for readers to find the information they’re looking for. 

Here is a summary of how we do internal linking:

1. Our SaaS SEO agency aims to have five or six internal links per every 1000 words whenever possible. 
2. We use very specific anchor texts (exact match or similar to the main keyword) when linking to other articles so that readers know exactly where we’re taking them and Google understands what the page is about.
3. We create topic clusters, linking all cluster content to the pillar page and from the pillar page to the cluster content and between supporting articles where possible.

Image source: HubSpot

Here we focused on optimizing your content for a blog, but you should also take care of technical SEO and off-site optimization, which includes choosing websites for link building and building SaaS backlinks. You can read our checklist for optimizing your SaaS blog for SEO or our detailed guide for SEO for SaaS.

How can Quoleady help with B2B SaaS copywriting?

Quoleady is a SaaS blog writing company helping SaaS clients generate qualified leads with content marketing.  

Here’s how we can help with your B2B SaaS copywriting:

1. We can help you conduct keyword research and devise a content strategy
2. We can provide topic ideas and create detailed article briefs
3. Our B2B SaaS copywriters can write compelling and optimized copy to bring you traffic and conversions
4. We edit and proofread all content and make sure you’re happy with it

Jump on a free call with us and let’s discuss your specific needs!

Conclusion

Writing a B2B SaaS copy is challenging, but we hope this article made it easier. You now know why and how to do it, what tools to use and how to optimize it. In short, your copy should:

1. Hook the reader with a compelling headline and introduction
2. Emphasize the benefits of your product
3. Be concise
4. Be credible with data to support your claims
5. Be direct and persuasive
6. Be specific and actionable
7. Use a conversational tone
8. Be skimmable
9. Include calls to action
10. Make both readers and Google happy

All that’s left is for you to learn how to measure your SaaS content marketing results. If you’d rather focus on your core business and leave this to the professionals, book a free call to see how we can help you!

B2B SaaS copywriting: FAQs

How to write for B2B SaaS?

1. Know your target audience and tailor your content to them
2. Use great hooks to entice the reader 
3. Emphasize the benefits your product brings
4. Be concise
5. Support your claims with data
6. Use active voice
7. Provide value and give actionable tips
8. Use a conversational tone
9. Make it skimmable
10. Include calls to action

What is a SaaS copywriter?

A SaaS copywriter writes compelling copy to inspire a reader to take action, such as signing up for a demo or purchasing a subscription plan. They need to be versed in SaaS marketing to generate leads and convert them into paying customers.

How to start SaaS copywriting?

1. Learn about SaaS content marketing
2. Study the product, competition and buying persona
3. Practice the writing concepts outlined in this article
4. Choose copywriting tools to help you

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