SaaS homepage copywriting guide for early-stage SaaS companies
+ 70 copywriting formulas and real examples
Hey - it’s Alex - this time together with Karolina!
Today we cover:
1️⃣ Copywriting foundations for SaaS homepages
2️⃣ 70+ SaaS copywriting templates for all homepage sections
3️⃣ 70+ real SaaS copywriting examples
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✅ The Ultimate SaaS Content Marketing Guide
✅ How to create a high-converting SaaS homepage
✅ Ultimate LinkedIn ads guide for early-stage SaaS companies
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In the last newsletter, we covered the B2B SaaS Homepage Conversion Blueprint.
Today we cover the copywriting part of your homepage.
1. Copywriting foundations (before you start with your homepage copy)
Before you work on your new SaaS homepage, and especially before you start writing the copy, there are a few foundational things that you need to have.
#1 A voice of customer data bank
Bits from customer feedback to find words they use to express the value they see from using your product, problems they see with your product and competitor products, and the exact words they use to talk about them.
You can find it through:
Customer surveys
Comparison site reviews (like G2 or Capterra), including your competitor reviews
Your customer service chat logs or emails
Customer interviews
Store them organized by project (e.g. product/feature/campaign) wherever you like to store information to keep it handy, e.g.:
A shared Google doc or sheet
A Notion page
Any writing software that lets you organize and store text snippets, e.g. Airstory
Refer to it whenever you have copy to write – whether for an email campaign, landing page, etc.
#2 Your value proposition
It should result from your messaging and positioning work you’ve done so far.
Use the 1-sentence value-proposition canvas.
#3 Your SaaS Messaging framework
The Ultimate SaaS Messaging framework is your foundation for all your customer-facing communication.
It includes:
the context (jobs to be done)
product category
features and capabilities
benefits
(social) proof
You will find the full SaaS Messaging Framework (Miro template) here.
#4 Your brand voice guidelines
Your brand voice should result from your brand personality and define:
Your style (e.g., formal/informal, technical, conversational)
The English variant you use throughout your comms (American, British, Canadian, Australian, etc.)
Vocabulary (words to use and not to use when talking about your brand and product)
Grammar (e.g. using active voice vs. passive voice, sentence length, etc.)
Tone of voice to use across different channels
Now that you have worked on your foundations, you’re ready to work on your homepage copy.
2. SaaS Homepage sections
Just a quick reminder about the sections of your SaaS homepage.
The SaaS homepage copywriting guide will follow the structure of the SaaS homepage template.
For each section, you will find formulas and real examples.
Let’s jump straight to the copywriting formulas.
3. SaaS homepage copywriting templates & examples
With the templates and examples, we will focus on templates & examples that work for early-stage SaaS companies. This means the focus lies on clarity!
Don’t compare your website with big brand websites. They have such a strong brand and most visitors know about their product, so they can afford to be ‘unspecific’.
As an early-stage startup, you should focus on clarity.
A good homepage should answer these 6 key questions for your visitors:
What is the product/service they offer?
What problem does it solve for me?
What can I do with the product?
Who is it for? Is this product for me?
What are the main benefits for me?
Can I trust the company?
So focus your copywriting on clarity!
Let’s go section by section now.
70+ copywriting formulas and real examples
Now in this article, we will go through most of them 1 by 1.
Hero Section
There are multiple ways for your hero section.
We’ve listed 5 options and a few real examples.
1️⃣ H 1 leading with [product category]
2️⃣ H 1 leading with [capabilities/features]
3️⃣ H 1 leading with [pain point]
4️⃣ H 1 leading with [usecase]
5️⃣ H 1 leading with [desired outcome]
Option1: H 1 leading with [product category]
The [product category] you can [objection handling]
The #1 solution to [capability 1] and [capability 2].
Example: Livestorm
Meet [product name], your new [product category]
Use [feature] to [achieve a benefit] [how, e.g. faster, cheaper, etc.] than [the current solution.]
Example: Ada
The [competitive advantage] [product category]
[capability 1] and [capability 2] in [short timeframe / objection handling] with [main feature].
Example: Evaboot
The [competitive advantage] [product category] for [target audience]
[capability 1] without [pain point of status quo/ current solutions] by [feature 1] and [feature 2] to [achieve desired outcome].
Example: breakcold
[Product category] for [target audience]
[Product name] helps [ICP] [achieve an outcome] with [features] that drive [benefit].
Example: ConvertKit
[Product category] for [target audience]
[Product name] supports [ICP] with [usecase 1], [usecase 2] and [usecase 3]. Avoid [pain point 1] and [pain point 2] and [benefit 1] and [benefit 2].
Example: Spherecast
The [product category] that [achieves an outcome]
[Get these benefits] all in one [product category].
Note: AI platform is not a product category (take it as an example)
Example: Gong
Option 2: H 1 leading with [capabilities/features]
[Capability 1], [capability 2] and [capability 3]
[product name ] is a [adjective] tool/software to [usecase 1], [usecase 2], and [usecase 3]. [proactive objection handling]
Example: Senja
[Capability 1] and resulted [benefit]
[product name ] empowers [target audience] to [capability 1], [capability 2], and [capability 3] using [feature 1], [feature 2] and [feature 3]
Example: Snitcher
Make [main feature] [something different – based on the main benefit]
[Achieve an outcome] – like [examples of what it is exactly] – with [feature] designed to be [adjective describing the unique value].
Example: Typeform
Easy [job to be done]
[Product name] is your [product category] for [solution to a pain of current solution].
Example: Calendly
Option 3: H 1 leading with [pain point]
Everything you ever [a need you had/pain to solve] but [your current solution] couldn’t do.
[Product name] [leads you to this solution] – and [the benefit].
Example: Hotjar
Stop [pain point] and start [benefit]
[Product name] is a [product category] for [usecase]
Example: Meteor
Option 4: H 1 leading with [usecase]
Stop [pain point] with [usecase]
[Product name] is the [competitive advantage] way for [ICP] to [capability 1], [capability 2] and [benefit].
Example: HyperComply
The [adjective] way to [usecase]
Say goodbye to [status quo]. Meet [product name] - the [adjective], [adjective] [product category] you’ve been looking for.
Example: Tally
[Usecase] unleashed
[product name] is the [competitive advantage] way to [capability 1] and [capability 2] in [short timeframe / objection handling]. [Benefit].
Example: Cello
[Desired outcome] with [usecase/product category]
[Capability 1], [capability 2] and [benefit 1]. [product name] is the [competitive advantage] way to [usecase] in [short timeframe / objection handling].
Example: Raaft
Do [usecase] with [unique feature]
Help your [ICP] do [usecase]. First [step 1 - capability 1], then [step 2 - capability 2].
Example: Clay
Option 5: H 1 leading with [desired outcome]
[Get a benefit] to [achieve an outcome]
[List of features] [done in a specific amount of time] [without the usual obstacle].
Example: Kraftful
Turn [current solution] into [desired outcome/ something superior]
[Describe current solution] and [describe something better / capability 1]. [Objection handling 1] or [objection handling 2].
Example: Feather
Turn [status quo] into [desired outcome]
[Capability 1] and [describe desired outcome].
Example: Leadfeeder
[Do a job] to [achieve an outcome]
Try the [adjective] tool for [benefit] for [ICP]
Example: RetroTool
[Desired outcome]. [competitive advantage 1], [competitive advantage 2]
[capability 1], [capability 2] and [capability 3] in [main feature]. Built for [target audience].
Example: heyreach
Social proof Section
We’ve listed 5 options and a few real examples.
Join a network of [number of] companies that use [product name] to [achieve an outcome]
Example: Partnerstack
[Customer quote that confirms the copy in the hero section]
Example: Figma
[Target persona] at [ICP company] use [product name]
Case study: [Customer name] [improved an outcome] by [a number]
Example: Wynter
[Number] of [ICP] trust [product name]
Example: Kraftful
Trusted by [number] [ICP]
Example: Taplio
Example: Clay
The problem Section
Before [product name] vs. After switching [product name ]
[Describe the status quo/ current solution being used by your ICP] + [limitations & pain points].
[product name] uses [competitive advantage/ feature] to [reduce pain point of current solution] + leading to [benefit].
Example: Coana
Example: Bettercontact
[ICP] face [pain]
Specific example 1
Specific example 2
Specific example 3
Example: Kraftful
Skip [pain], find [desired result]
You [experience the pain point]
You [connect with the product]
We [do what we do]
You [get the desired result]
Example: Lemon.io
End the chaos of [current solution]
Example: Dealforward
[Do what the product allows.] [Solve a pain.]
[Customer quote that talks about solving that specific problem.]
Example: Notion
[Eliminate pain.] [Get benefit instead.]
[Describe the problem – use voice of customer data for customer language and specific phrases]. That’s why we built [product name]
In [product name] [this is how we solve the problem.]
Example: Basecamp
Solution intro + value proposition section
Also here you have a few options.
Introducing your [product category] for [usecase]
Example: Spherecast
Introducing [product name]. The [product category] for [ICP]
Example: Dealforward
[Capability] and [Feature 1/2/3]
Do [capability], enabled by [feature 1], [feature 2] - resulting in [ benefit].
Example: Clay
Finally, a [product category] that [solves a current pain]
[Achieve a benefit]
[Product name] [helps with job to be done] [in this unique way]
Example: Popwork
The [product category] you can rely on/use to:
Benefit 1
[Do a job] with [feature] to [achieve outcome]
Benefit 2
[Do a job] with [feature] to [achieve outcome]
Example: ConvertKit
[Comparative adjective] [audience segment]
[Achieve outcome] with [product name]. [Achieve benefit] to [provide a benefit for your audience].
Example: Zohodesk
Special section: Feature/ Capabilities overview
Here are a few options to highlight your features/capabilities.
All the features you need to [Capability 1], [Capability 2] and [Capability 3].
Example: Useturf
[Number of] capabilities. [Number of] ways to achieve outcome.
Example: Miro
A platform that goes beyond [capability/feature]. [Capability 2], [Capability 3], [Capability 4] in one place.
Example: Asora
Do [Capability 1], [Capability 2] the easy way. Features that empower you to [desired outcome].
Example: Scribe
Special section: How it works
[Step 1], [Step 2], [Step 3].
Examples: Scribe or Spherecast
Special section: Blog
The latest from [product name]
Example: Dixa
Special section: Segmentation by [usecase] and/or [persona]
This section is very helpful in case you serve multiple usecases and/or personas.
Make every [usecase] engaging —> Overview of usecases
Example: Livestorm
[Usecase] used by different [target audiences]
Example: Calendly
Special section: Templates
Get started quickly with these [adjective] templates —> Overview of available templates
Example: Zapier
Explore our templates
Example: Phantombuster
Special section: Highlighting relevant info for ICP (e.g. integrations, security, compliance)
If you know that your customers care a lot about something very specific, add a dedicated section for it.
Works with your existing tools/workflows
Example: Typeform
Built to keep your organization secure
Example: Calendly
[product name] is enterprise-ready
Example: Clay
Special section: Competitive alternatives (comparison)
Recommended in case you are in a red ocean with lots of (direct) competition.
Why choose [product name]?
Benefit 1
Benefit 2
Benefit 3
Example: Zoho desk
Social proof 2 section
Why [product name]?
Because after switching,
[%] of customers say [customer benefit]
[%] of customers say [customer benefit]
[%] of customers say [customer benefit]
Example: Typeform
What our users/customers say
[customer quotes]
Example: Kraftful
The people/Our customers say it best
[Customer quotes]
Example: PartnerStack
[Specific improvement for a customer]
[Customer quote]
Example: Dropbox Sign
Used by [target audience] like you
We help [ICP] [achieve benefit/better result]
[Customer quote confirming the above].
Example: ConvertKit
Why users love [product name]
[Customer quotes]
Example: Monday.com
Why our users chose [product name]
[Customer quotes]
Example: Bettercontact
FAQ Section
Frequently asked questions
Example: Popwork
Things we get asked / Things people ask us
Example: NapoleonCat
Main CTA Section
Start [achieving benefit] with [product name]
Example: ConvertKit
Put [usecase] on autopilot
[CTA] Book demo / Try for free
Example: Spherecast
Ready to [usecase]? Get started today for free
[CTA] Book demo / Try for free / Claim offer
Example: bettercontact
[Main headline repeated]
[Achieve benefit] that [leads to outcome].
Example: PartnerStack
Join our [number] users/customers today
[Achieve outcome] like thousands of companies using [product name].
Example: Miro
Meet your new [product category]
[Customer quote]
Example: Encharge
Ready to [repeat main value proposition]?
[CTA] Sign up / Talk to sales / Try for free
Example: Zowie
Now you have great copywriting templates for all your homepage sections.
SaaS homepage Copywriting service (Special Offer)
You want us to rewrite your SaaS homepage copy?
We have a special for you.
What you get:
1️⃣ a video review of the current website copy, page by page, with conversion-focused change recommendations to make the copy perform better.
The video review is us going through the website and pointing out improvement opportunities, so you know how to improve the copy to perform better.
2️⃣ a complete rewrite of the homepage copy. You get a completely new copy of your homepage (delivered in a Google doc or notion).
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