A good product description for SaaS is about winning your customer's interest. When you come across a beautifully designed website of a new SaaS product, and you feel like actually checking it out, it's the words that finally convince you to make a purchase.

Writing a compelling product description is not the same as writing a sales letter. You need to include enough information so that users can understand your pricing plans, services, and offerings- that is where your value proposition fits in. But at the same time, you don't want to sound like you are trying to sell them a product at every juncture of your description (a surefire way to turn them off). 

An appealing product description doesn't come as easily as it may sound. This blog will cover the best copywriting tips for writing a good SaaS product description.

Understand customer intention 

One of the biggest challenges facing SaaS marketers is communicating the features of their products. How do you describe something that many potential customers don't understand? That might sound like a tough challenge, but you can achieve it by taking the time to understand your customer.

"Understanding your customer's intention" is easier said than done, right? Here's a fun and helpful activity to help you with this task: build customer personas. A customer persona, also known as buyer or marketing persona, is essentially a list of characteristics representing your target audience. 

It requires narrowing down your target audience, market research, and some creativity. 

You can make your customer persona as detailed as you like, from the name, age, interests, job to challenges they face at work. 

Think about questions like "What would interest my ideal customer the most? "What troubles them at work?" It will help you clean up the never-ending list of features you think your SaaS product has until you're left with things that matter to your customers. 

Claim what you can prove

There is simply no merit in making tall promises to your potential customers without having the means to back up your claims. A general rule to follow while writing your SaaS product's description is to avoid superlatives.

Here's the thing: nobody likes a show-off. Steer clear of using expressions like "The best", "World's No. 1", "The most exciting" because, let's be honest: there's no way to prove that. Instead, include evidence for your product features, like customer reviews, industry experts' opinions, among other things. 

TL;DR

What not to do: "Our product will change your life." Will your SaaS product make me rich? No? Then, I'm not interested. 

What to do: "Our tool will help you perform your daily tasks efficiently." You've caught my interest. Now tell me how. 

Choose your words wisely. 

We all know why copywriting is so crucial for any online business: Words have the power to make or break. If only you could chew your customer's brains in person to convince them to buy your product, right? But all you have is persuasive words. 

Here's what you can do:

Replace We with You 

Even the most humble of us love to talk about how well we can perform a task. Companies often fall into the trap of listing every possible 'quality' of their product, no matter how silly they may sound (refer to point two again). What that results in is a one-sided, monotonous, generic description.  

Customers are looking for a product that will cater to their concerns. The focus of your product description should not be the product (hear us out) but how it can solve your buyer's problems. 

Suppose your product description includes a feature of your SaaS product. In that case, it must have a potential benefit for your target customer. If it is not solving anything, it is simply not worth mentioning. 

TL;DR 

What not to do: “We can do things that are beyond your wildest imaginations."

What to do: “You can solve your X problem with our Y feature.” 

Replace generic words with power words

Words can bring out different emotions for different people. Including power words in your product description can help trigger emotional responses in your customers and influence them in the right direction. 

It is usually advised to avoid adjectives because they fill space without adding meaning to the overall sentence. However, you can utilize the power words to deliver an experience with product descriptions. 

P.S. Try not to overstuff your product description with words that sound like they belong to a Spell Bee competiton. 

Tap the SEO potential 

Getting organic traffic to your website is one of the primary goals of any SaaS company. And guess what? Your product page is a goldmine for improving your website's SEO. 

Keyword research is the 'key' step in optimizing your product description for search engines. Use keyword research tools like SEMrush to determine what your potential customers are searching for on the internet. Incorporating target keywords within your SaaS product description can help bring the right kind of traffic to your website. Keep the best SEO practices in mind to squeeze out the maximum juice by including the target keyword in the product title, meta description, and alt tags. 

P.S: Do not overkill by inserting keywords in unnecessary places. Keep it natural and flowing. 

Avoid technical jargon 

This one is a no brainer. If your buyer needs to refer to a dictionary while going through your product description, you're doing something wrong. The golden rule of copywriting is to keep things natural, like a conversation. The moment you use fancy words, you will lose the interest of your audience. The purpose of your copy is to draw your audience in by forming a rapport with them. Using technical jargon may isolate a significant chunk of your customers. 

Leave no room for friction with your product description. 

The idea behind a product description is to give people enough information to convince them that your product is worth their money.

To write a killer SaaS product description that will increase sales, do your research and know your audience.