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8 Website Copywriting Tactics I Use Every Week to Improve B2B Sales

Updated: Jan 16

SaaS copywriters at their laptops

What does it take to write persuasive website copy in technical industries like B2B SaaS, cybersecurity, or Web3?

First, it's helpful to forget most of the writing "rules" you learned writing college papers. Copywriting and essay writing are two entirely different crafts.

In fact, copywriting might have more in common with sales than the experience of writing a blog or college paper.

In this article, I'll cover the methods and structures I use to optimize SaaS website copy for conversions.

By the end, you'll see copywriting has more to do with research, structure, and psychology than simply throwing pretty words on a blank page.

Let's get typin’.

#1. Let customers write and structure your copy

The foundation of conversion-optimized SaaS copy is research.

And the primary focus of your research should be customers.

When a company writes about themselves without customer research, they tend to use internal business jargon that only makes sense to their team. To outsiders (like your customers), this internal language is unclear at best, and downright confusing at its worst.

The point of customer research is to uncover what customers care about and how they talk about your products, services, and brand. It’s to not only figure out what language they use, but to understand their underlying feelings, behaviors, and pain points.

Structure your website through customer research

What do your customers complain about? What do they love? Which features do they pay attention to? Which ones do they ignore?

Answering these questions through customer research gives you an idea of how to structure the features on your website.

For example, if all your customers get excited about the same two or three features, you should make sure those features are prioritized early on your website. It may seem obvious, but make sure you give them prime real estate on your home page, features page, or product-specific landing page.

Customer research helps you identify the elements of your product that matter most to your best customers. With that information, you can double down to improve and market those features.

Use real customer language across your website

As you interview customers, read online reviews about your products, and conduct UX research to see how customers navigate your product and website, you’ll begin to uncover new ways to talk about your product.

Customers want to see themselves on your page. The more your copy aligns with how your customers actually talk, the more they will feel like you understand their pain points, challenges, and desired outcome.

You find that language alignment by literally using customer language across your website.

How do you capture the voice of your ideal customer?

Start with online reviews.

You can find SaaS customer reviews on sites like G2, Product Hunt, Capterra, TrustRadius, Trustpilot, and other technology review sites. Joana Wiebe, famous conversion copywriter and founder of Copyhackers, calls this “review minin