Your SaaS Copy Is Costing You Customers
Your SaaS Copy Is Costing You Customers
Lets be honest for a second, software engineers do not make great copywriters.
They might understand the product at a level nobody else does, they might be able to code it in their sleep, they might be fascinated by the technology.
But when it comes to selling it, crickets.
They assume the prospect is as fascinated as they are, they assume what makes them fall in love will seduce the customer.
That becomes a landing page full of feature lists and developer shorthand, written for engineers, not the paying user.
The paying user is your mother, or your sister, or your significant other.
It is the busy executive who does not have time to figure it out.
It is the project manager who does not want to change the software used by the whole office.
Conversion copywriting is not about cleverness, or tech bragging, it is about clarity, helping the customer see themselves winning, and removing tiny frictions between reading and trying the product.
That is the job of good copy, and that is why simple formulas matter.
Table of contents
- What conversion copywriting actually does
- Formula 1, PAS, Problem, Agitate, Solution
- Formula 2, FAB, Features, Advantages, Benefits
- Formula 3, The 4 Us, Useful, Urgent, Unique, Ultra specific
- Formula 4, AIDA, Attention, Interest, Desire, Action
- Formula 5, BAB, Before, After, Bridge
- Formula 6, The So What Test
- Formula 7, ORR, Objection, Reframe, Reassure
- SEO, keywords, and search intent
- Practical next steps, one tiny tool suggestion
What conversion copywriting actually does
Conversion copywriting helps the reader understand one simple thing, they are the hero, they have a problem, and your product is the tool that helps them win.
It is clarity, helpfulness, and persuasion, using plain language and tangible outcomes.
Use these formulas to keep the message focused on the person reading, not the engineers who built it.
Formula 1, PAS, Problem, Agitate, Solution
Most people move away from pain, not toward vague gains, so PAS works.
Introduce a precise problem, get the reader to say yes, then make the cost of that problem obvious in time, money, or risk.
Only after the pain is tangible do you position your product as the immediate escape, reduce risk with trial language, and make the next step obvious.
Formula 2, FAB, Features, Advantages, Benefits
People do not buy features, they buy benefits.
Make a list of features, translate each into an advantage, then show the lived outcome.
If the feature is what, the advantage is how, the outcome is what life looks like after.
Rank those outcomes by importance on the page, lead with what matters to your buyer, and over explain anything that might be unfamiliar.
As you map features to outcomes, consider how a clarity first on site assistant can surface those outcomes inline for visitors, reducing friction and helping prospects see value without leaving the page, CustoQ.
Formula 3, The 4 Us, Useful, Urgent, Unique, Ultra specific
The 4 Us is for headlines and CTAs, aim to be useful, urgent, unique, and ultra specific.
Test many headline variants that trade urgency for specificity, or specificity for usefulness.
The phrasing that moves the needle will differ by audience, so test micro changes obsessively.
Formula 4, AIDA, Attention, Interest, Desire, Action
AIDA maps to how people move.
Attention is your headline, interest is the pain, desire is benefits and proof, action is one clear next step.
Use the 4 Us for attention and action, PAS to build interest, FAB to feed desire, and you combine the formulas into a single flow.
Formula 5, BAB, Before, After, Bridge
BAB is the case study structure that works.
Show the before, paint the after, then introduce your product as the bridge.
Use customer quotes, tie outcomes to numbers when you can, and keep the emotional change clear.
Formula 6, The So What Test
Every line must pass the So What test, your reader asks why they should care, and you answer.
Claim, then explain why it matters, then tie it to an outcome that affects time, money, or career.
Keep drilling until you reach the benefit that actually moves the needle.
Formula 7, ORR, Objection, Reframe, Reassure
Name the objection, reframe it honestly, then reassure with logic or social proof.
Do not hide objections, acknowledge them and make the safe step obvious and low risk.
Objections ignored will explode at checkout, objections addressed quietly will smooth the path.
SEO, keywords, and search intent
If you publish this content, focus on search intent, not vanity volume.
Map high intent keywords to the funnel stage that matches the page, use search console data and customer conversations to find the language your buyers use, then validate with a keyword tool.
Keyword themes to validate and prioritize include, saas copywriting, saas landing page copy, conversion copywriting, saas copywriter, saas landing page examples, saas pricing page template.
Tools and guides recommend starting with these themes, then validating search volume and intent with your SEO tool of choice.
If your product category is niche and direct demand looks low, optimize for problem oriented informational queries and run educational content to create demand, that is a standard approach for SaaS with low direct search volume.
Practical next steps, one tiny tool suggestion
Run the formulas above on your pages, then add a way for visitors to see outcomes inline when they need them.
A clarity first on site assistant can answer short questions, highlight the outcomes you just wrote about, and keep visitors moving toward trial without leaving the page, CustoQ can be installed in under a minute and it auto scans your site to build a knowledge base, it is designed to surface benefits inline and reduce friction for prospects.
Third party writeups and launches note reductions in support volume when teams deploy clarity first assistants, these tools can cut ticket load substantially in many cases, evaluate them as part of your conversion toolkit.
Pick one formula, apply it to your hero section, and measure the change in trial starts or demo requests.
Which formula will you test first, and how will you let visitors see the outcome without asking them to leave the page, drop a comment below, let us talk.
Best regards,
sdotdev