The Ultimate 2024 Guide to SaaS Content Writing: Dos and Don’ts Checklist


To understand the things that you should and shouldn’t do in SaaS content writing, you’ll first need to know what exactly is SaaS content writing and how it is different from other forms of content writing.

SaaS content writing is a way to educate, demonstrate, and express how SaaS products and services can help your potential customers or audience and solve their problems. 

SaaS Content Writing Vs Other Content Writing Forms

As far as the difference matters, the purpose of SaaS content writing is its main differentiator from the other forms of content writing. 

Other forms of content writing often focus on informing, entertaining, or educating the readers. However, the primary purpose of SaaS content writing is to convert leads into paying customers over time. 

Things to Keep in Mind for SaaS Content Writing

While there are a lot of tips and tricks for SaaS content writing, you should implement the following ones to bond with your audience.

1. Always Keep Your Target Audience in Mind. 

When starting to write for your SaaS product(s), take your time, understand, and gather as much information as possible about these:

  1. What topics are most interesting for your target audience?
  2. What does your audience really want when looking for something like your SaaS product?
  3. Where does your audience go to find help or search for products?

The primary goal for having answers to these questions is to create content that best communicates with your audience and resonates with their interest. 

Choose the right topic to grab your audience’s attention and create content that talks about it. Know what they are looking for and prove your product has all the attributes they want (probably through storytelling). 

Once you create such content, in the end, publish it where your audience is looking for help or searching for different products. 

2. Don’t Forget to Conduct a Thorough Keyword Research (First).

Dont Forget to Conduct a Thorough Keyword Research

Keywords are the reason search engines, such as Google, show content when you search for it. So, finding and choosing the right keyword, through proper keyword research, is essential to reach your potential customers.

Figure out the common keywords your target audience is searching for in your niche or about your product. Add those relevant keywords to your content naturally. 

3. Talk More About Your Customers’ Experience. 

As stated earlier, SaaS content writing is to engage, inspire, and educate your potential audience about your SaaS product and how it can solve their problems.

So, when you’re writing for it, your primary focus should be to write about how your customers are going to feel once they test your product. Don’t forget to highlight all the pain points your product can solve. 

Moreover, write in a conversational tone, speaking to your audience like you would to a friend. This will make it easier for them to listen to what you have to offer.

4. Don’t Just Tell, Show How Your Product Looks Like in Action

You should talk about how your product can solve your potential audience’s problems and pain points. However, this isn’t enough to convert them into your loyal customers. So what to do?

Well, the solution is simple: show them your SaaS tool’s problem-solving capabilities in action. Add product videos, GIFs, product tours, and screenshots inside the content. This way, they will better know your product. 

5. Keep Your Content Tone and Brand Voice Consistent.

Last but not least, keep the tone, voice, and quality of your content writing for your SaaS product the same throughout. 

TIP: If you outsource your content to a freelance SaaS content writer, don’t forget to provide them with a comprehensive brand style guide. This will help them maintain a consistent brand voice, style, and tone for all content pieces. 

A Few Don’ts to Keep in Your Mind

1. Not Having a Consistent Online Presence.

To build loyal customers, you need to make your readers trust you. One way to do so is by posting regularly or updating the older blogs to provide updated information.

When we say updating your older blogs, it means not just adding new and updated information into it but also reword sentences that are hard to read. If complex vocabulary is used, edit it or use an AI tool to make it simple. 

Please note! Keep your online presence consistent to be reliable among your audience. You can do this by publishing new blog posts either every day or with a consistent publishing schedule.

2. Not Developing a Content Strategy.

Many SaaS companies make one mistake: they forget to make a well-planned content strategy, meaning they are not yet prepared for marketing. But you don’t have to make this mistake. 

Like any other marketing type, content marketing involves planning and strategizing. Define your goals, consider your audience, and write content accordingly. Cover and publish the decided topic appropriately. 

3. Being Too Promotional in Your Content.

The current-era audience is smart. They can immediately catch you if you’re pitching something to them. And if this happens, they can head somewhere else.

When writing SaaS content, try to be as informative as possible. If your audience finds that you see them as more than just buyers, they will stick around and ultimately buy your SaaS products.


Since the goal of SaaS content writing is to convert the potential audience into loyal customers, you have to be extra careful when writing such content.

When writing for your SaaS product, keep your target audience in mind, conduct keyword research, show how your product looks in action, and keep your content tone and brand voice consistent

Plus, have a consistent online presence, develop a proper content strategy, don’t be too promotional in your content, and add only necessary visuals to a page.