Looking to land your first gig as a B2B SaaS copywriter? It’s actually pretty easy. All you have to be is damn good at it. With the global SaaS market projected to hit a $793.10 billion market valuation by 2029, it is one of the fastest emerging fields for copywriters of all skill levels. 

However, for the very same reason, it’s a difficult market to break into. 

Top-tier specialists can command $500 or more for a single landing page, with average rates ranging from $75-$250 per hour. There is no cap on the earnings for B2B copywriters worth their salt. 

B2B writing is all about distilling complex technical features into simple narratives to help enterprises with purchasing decisions. While there is no single rulebook to follow, there are plenty of strategies to improve your craft. 

Today, we are on a mission to help you position yourself as a go-to copywriter in this thriving industry. This guide will walk you through actionable tips, effective templates, and insider tricks to help you succeed.

Let’s jump right into it:

Role and Responsibilities of a B2B SaaS Copywriter

Let’s cut straight to the chase—if you’re thinking about becoming a B2B SaaS copywriter, you’re not just a writer. 

You’re a translator, a problem solver, and a storyteller. Your job is to sell software to businesses through the power of words alone. Sounds like a tall order? It is, but once you get the hang of it, it’s also gratifying.

So, what exactly does a B2B SaaS copywriter do? Let’s break it down.

Key Responsibilities of a B2B SaaS Copywriter

As a B2B copywriter for SaaS products, your day-to-day tasks will be a mixed bag of the following:

• Research the Product and Audience: Before writing anything, you’ll need a deep understanding of the SaaS product, the problems it solves, and the audience it’s built for. This research ensures your content aligns with both the product’s capabilities and the audience’s needs.
• Write High-Impact Copy: From crafting landing pages that convert to email campaigns that nurture leads, every word you write should push prospects closer to a decision.
• Collaborate with Teams: You’ll often work alongside product managers, marketers, and designers to ensure your content fits seamlessly into broader campaigns.
• Optimize for SEO: SEO isn’t an afterthought. Strategic keyword placement, content structure, and meta descriptions help ensure your copy gets the visibility it deserves.
• Analyze and Refine: Your job doesn’t end when the copy goes live. Tracking metrics like click-through rates and conversions will help you refine your approach and deliver even better results.

Now that we have put the basics aside, let’s go over the most common forms of B2B SaaS copy, their purposes, and how you can use them to educate, engage, and convert. Ready? 

5 Types of B2B Copywriting and Their Key Purposes

B2B SaaS copywriting doesn’t fit into a single mold. There are certain templates that easily overlap with content writing. 

The primary difference between B2B writing and non-B2B writing is the purpose of the content. B2B-focused writing aims to both educate and sell. That’s pretty much all you need to remember. 

Below, we have discussed the most common forms of B2B copywriting, their distinct purposes in the sales funnel, and tips on how to adapt your writing to meet specific goals:

1. Landing Pages

Did you know that well-optimized landing pages have an average conversion rate of 9.7% across industries? That’s almost three times higher than the typical website page. However, with a strong copy, it can easily hit the 10% benchmark. 

The primary goal of any landing page is to highlight the product’s value immediately, make the decision-making process easy, and include a clear, compelling CTA to close the deal. Every word you write must drive the visitor closer to conversion. 

Read this detailed case study on how phrasing the CTA based on buyer intent can radically improve conversions. 

2. Email Campaigns

Email campaigns are one of the trickiest forms of B2B copywriting to master, but they are also the most rewarding ones if done correctly. Litmus found that the average ROI of email campaigns is 36:1. This means you get a return of $36 for every $1 spent. Great deal, right?  

These campaigns are about relationship-building. Regardless of the campaign's purpose, your emails should be concise, engaging, and focused on solving the reader’s problems. A well-written sequence can keep potential customers engaged and move them closer to a sale.

3. Product Descriptions

A well-written SaaS product description clearly outlines the product's core capabilities. If you are serious about your craft, you need to go beyond features and learn how the product solves real-world business problems. 

By focusing on specific use cases and tangible benefits, you can help your audience see the product as an indispensable tool.

4. Case Studies

These are your chance to prove the product’s value through real success stories. Software case studies are structured around a relatable problem, a clear solution, and measurable results. The more specific and results-driven your storytelling, the more convincing your case will be. 

In other words, there is no room for vagueness or assumptions in case studies. State the problem and how you solved it. Talk with facts and numbers because these triggers drive decision-making, not inflated claims. 

A quick demo of what works and what doesn’t -

• Exhibit 1: ❌“We helped our clients dramatically improve their productivity”.
• Exhibit 2: ❌“We helped our clients boost their productivity and improve their conversions with our product”.
• Exhibit 3: ✅“We helped our client increase their productivity by 35% and improve conversions by 45% in just one month”.

5. Website Copy

Website copy is the backbone of any SaaS company’s digital presence. Your website should speak to the people who land on it, helping them understand what is on the table. Compelling web copy is:

Every part of your site—from the first line on the homepage to the final FAQ on the pricing page—needs to answer one question: “Why should I choose this product?” Answer that with a balance of confidence and empathy, and you’ll keep your readers engaged.

The language and cadence of your copy should balance clarity with persuasion for a frictionless funnel conversion. 

Now that we’ve covered the core responsibilities of a SaaS copywriter let’s move on to how you can establish yourself in this field. 

Becoming a successful B2B SaaS copywriter isn’t just about writing—you need the right strategies to break into the market, gain experience, and show clients why you’re worth hiring.

The Art of Writing Head-turning Copy - Top Strategies for Aspiring Copywriters

You can’t build a career as a SaaS copywriter by winging it. It takes focus, deliberate action, and a plan. If you’re serious about standing out, here’s how to start making your mark. These steps will help you get noticed, land clients, and turn your work into results.

1. Networking and Mentorship

The quickest way to learn the ropes is by connecting with people who’ve been there. Find SaaS marketers, seasoned copywriters, or industry insiders who can guide you. Attend webinars, participate in SaaS forums, or reach out to professionals whose work you admire. People love sharing advice if you’re genuinely interested.

Building these connections is how you stay visible when someone needs a writer for their next project. The trick is to be consistent—don’t just show up once and disappear.

Pro Tip: If you’re active on LinkedIn, comment thoughtfully on posts by SaaS professionals. It’s an easy way to stay on their radar.

2. Gaining Experience and Finding Clients

Make no mistake: getting started is not going to be glamorous. You’ll probably write for smaller companies or take on projects that don’t pay much. That’s fine. The goal is to get your hands dirty and start building a track record. Look for SaaS startups or niche sites where you can pitch your services.

Freelance platforms like Upwork or SaaS-specific job boards often list gigs you can try. Small wins add up—they give you confidence, portfolio pieces, and testimonials to use down the road.

Pro Tip: Approach companies with ideas for improving their existing copy. Show them what they’re missing, and you’ll stand out from writers who just submit resumes.

3. Showcasing Your Work and Building Authority

A polished portfolio can do the talking for you. Start with a handful of strong samples—landing pages, emails, or blog posts with clear results. If you don’t have paid projects yet, create mock examples based on real products. Show clients how you can make SaaS copy work for them.

Beyond samples, demonstrate your knowledge publicly. Write articles on SaaS trends, share insights on social media, or create a personal website. Clients are more likely to trust writers who position themselves as informed and reliable.

Pro Tip: Results sell. Even if it’s hypothetical, include performance metrics like “this page could increase conversions by 15%.”

4. Staying Updated with Industry Trends

SaaS is a rapidly evolving industry, which means yesterday’s best practices could be outdated today. Keep up by following blogs like SaaStr, listening to SaaS podcasts, or attending industry events. The better you understand the market, the more relevant your copy will be.

Pro Tip: Analyze what top SaaS brands are doing with their messaging. Look for patterns and try applying those insights to your projects.

5. Building Long-Term Client Relationships

Once you’ve delivered solid work, keep the relationship going. Follow up to ask for feedback, pitch new ideas, or offer to help with future campaigns. Repeat business is easier than finding new clients and helps establish you as a credible, reliable professional. 

Pro Tip: Don’t wait for clients to ask for updates. Proactively check in to offer ways they can improve their copy or campaigns.

To write a copy that converts like crazy, you need to do more than describe a product—you need to connect with the people who will use it. This means knowing the product inside-out and understanding exactly who your audience is. This brings us to our next point -

Understanding Your Product and Its Target Audience

Writing great B2B SaaS copy starts with mastery over two critical elements: the product and the audience. If you don’t know what you’re selling or who you’re selling it to, your words will miss the mark. 

Let’s break it down step by step, so you know exactly what to focus on.

1. Why Knowing the Product is Essential

If you don’t fully understand the product, your copy will lack depth and precision. A SaaS product is often more than the sum of its features—it’s the solution to a specific problem. Your job is to present that solution clearly and confidently.

To Get Started:

• Pinpoint Benefits Over Features: Instead of listing what the product does, explain how it makes the user’s workday easier or more efficient.
• Preempt Objections: A thorough understanding allows you to address concerns before they arise. For instance, does the product integrate with existing tools? Does it require technical expertise?
• Create Trust: Writing from a position of expertise instills confidence in your audience. They’ll know they’re dealing with someone who understands their challenges.

How to Build Product In-depth Knowledge:

• Ask Detailed Questions: Speak to product teams to learn the purpose behind each feature. Understand what sets it apart from competitors.
• Experiment Firsthand: Use the software yourself to uncover user pain points and standout features.
• Explore Case Studies: Learn how customers have successfully used the product. Real-world examples make your messaging sharper and more relatable.

2. Find Your Right Customer

Identifying the right customer for your brand might sound easy on paper. But it’s not. More often than not, your customers are the key decision-makers within an organization or C-suite executives. But not always. Depending on your product, department managers or IT teams are more likely to be your ICP. 

The challenge is tailoring your messaging to different roles, from CEOs to team managers, each with unique concerns.

• Outline the Key Challenges: What’s keeping your audience up at night? Maybe it’s inefficiency, lack of scalability, or outdated tools. Your copy should address their pain points and wish points head-on.
• Focus on Their Priorities: Senior leaders might care about return on investment, while department heads focus on usability. Speak to what matters most to them.
• Speak Their Language: If your audience is technical, dive into specifics. For less technical readers, simplify the messaging without diluting the value.

Quick Tips on How to Connect with Your Audience:

• Build Personas: Create detailed profiles of your audience segments. Include their roles, common frustrations, and decision-making criteria.
• Study Their Habits: Look at where they consume information—be it LinkedIn, webinars, or SaaS industry blogs—and match your tone to what works there.
• Learn from Competitors: Analyze how competitors address similar audiences and identify opportunities to stand out.

3. Gathering Key Insights for Qualitative Analysis

Strong insights form the backbone of effective SaaS copy. The more you know about your audience, the more relevant and impactful your writing will be.

• Interview Customers: Speak directly to users about their experiences. Find out what problems the product solved and what stood out to them.
• Analyze Data: Use analytics tools to understand how your audience interacts with existing content. What are they clicking on? Where do they drop off?
• Join Their Conversations: SaaS forums, social media groups, and even review platforms are full of unfiltered opinions. Dive in to see what your audience is saying about their pain points.
• Run Surveys: Directly ask your target audience questions like “What’s your biggest challenge when choosing [product category]?” Responses often reveal angles you hadn’t considered.

Pro Tip: Use insights to fine-tune your messaging for different stages of the buyer’s journey. Early-stage prospects need education; late-stage buyers need reassurance.

Product and audience research is only half the job done. Now, it’s time to bring it all to life with your writing. The way you structure your copy can make or break its impact. 

Here is a detailed breakdown of the anatomy of B2B copywriting:

Writing Copy That Grabs Attention and Drives Action

Time to dive into the fun (and technical) side of things. This is where your creativity meets strategy. The goal is simple: keep your audience hooked while guiding them toward action. 

1. Hooking Readers With Catchy Headlines

A headline is the gateway to the rest of your content. Remember that 8 out of 10 people read the headline, whereas only 2 out of 10 will read the entire piece. Having an attention-grabbing headline has been proven to boost click-through rates. 

Plus, a cool headline makes your writing more shareable on social media. 

So, how do you craft headlines that are irresistibly clickable?

• Be Specific and Straightforward: Don’t overcomplicate. A headline like “Reduce Software Costs by 30% in 90 Days” instantly communicates value and sets clear expectations.
• Benefits Over Features: Lead with what your audience gains, not what your product does. For example, “Get Your Emails into More Inboxes” resonates better than “Advanced Email Warmup.”
• Test Impactful Formats: Play around with lists, questions, or even bold claims. Formats like “7 Steps to Better Conversion Rates” or “Struggling with CRM Overload?” can catch attention quickly.

Important reminder: Strictly avoid clickbait. Your target audience is looking for actionable value, not empty promises.

2. Structuring Content for Effortless Readability

Your copy should flow like a conversation, not a lecture. If it feels overwhelming, your readers will bounce.

• Keep Paragraphs Short and Direct: Aim for no more than two or three sentences per paragraph.
• Use Visual Cues: Subheadings, bullet points, and bold text break up content and guide readers to key points.
• Use Active Voice: It keeps your tone clear and direct. Instead of “Features are included to save time,” go for “Save time with built-in features.”

Quick Fix: Read your copy aloud. If it sounds awkward or too dense, simplify it.

3. Connecting Through Emotion and Empathy

People buy based on emotions and justify with logic - it’s one of the fundamental principles of human behavior.  To become a B2B copywriter worth reverence, you need to learn how to tap into the reader’s feelings while addressing their concerns.

• Speak to Their Pain Points: Use language that mirrors the problems they’re dealing with. A phrase like “Tired of chasing leads that go nowhere?” can instantly strike a chord with overwhelmed sales teams.
• Show Real Results: Use testimonials, data, or case studies to build credibility and prove your solution works.
• Align with Their Goals: Frame your messaging around their aspirations, like “Streamline Your Workflow to Focus on What Matters.”

Important Reminder: Avoid overhyping or overselling your product. Authenticity goes further than exaggerated claims.

Despite getting all these technicalities right, why is it that some SaaS copy just works while others fail to make a mark? So far, we’ve covered extensive ground on what makes a great copy. But even the best intentions can fall flat if you make critical missteps.

This next section is all about the common mistakes that trip up even seasoned writers and how to steer clear of them. By addressing these pitfalls, you’ll ensure your copy not only engages but also delivers the results you’re aiming for.

Common Mistakes and How to Avoid Them

By recognizing and addressing these mistakes, you’ll elevate your SaaS copy from average to outstanding.

1. Forgetting to Resonate with the Target Audience

You can write the most compelling copy, but if it doesn’t align with your audience’s needs, it’s wasted effort. Every sentence should reflect a deep understanding of who your readers are and what they care about.

• Why It Matters: Your audience is looking for solutions to their specific challenges. If your messaging is too generic, they’ll move on to someone who “gets” them.
• How to Fix It: Use audience personas to guide your tone, language, and content focus. Speak to their pain points directly, and show how your SaaS product solves them. For example, instead of saying, “Our tool improves collaboration,” try, “Never miss a deadline again with real-time updates your whole team can access”.

2. Using Jargon or Overly Technical Language

SaaS products often deal with complex technical features, but that doesn’t mean your copy should sound like a technical manual. 

SaaS products often come with intricate technical features, but your copy doesn’t need to sound like a user manual. The language you use should cater to the knowledge level of your audience, which varies depending on where they are in the sales funnel. 

Knowing the nuances of Top of the Funnel (ToFu) versus Bottom of the Funnel (BoFu) communication can make a huge difference in how your message lands.

A. ToFu Language

At the top of the funnel, your audience is likely exploring solutions and may not be familiar with the technical details of your product. This is where you should simplify things without diluting your information. 

Use approachable language and focus on educating your readers about how your product solves their broader problems.

For example, instead of saying, “Our platform integrates via an open API,” try, “Easily connect our platform with the tools you already use.” Avoid overwhelming them with specifics—they’re here to understand the “why,” not the “how.”

B. BoFu Language

As you move toward the bottom of the funnel, your audience will likely have done their homework and will consider your product among competitors. This is where technical details matter. Speak to their level of expertise by addressing integration capabilities, security protocols, or customization options. 

For instance, you can mention, “Our platform supports RESTful APIs for seamless integration into your current tech stack”, if your audience consists of IT professionals or decision-makers familiar with these terms.

Quick Tips for Balancing Jargon Across the Funnel:

• Stage of the Funnel: Find out where your audience is inside the sales funnel and match language to their understanding. ToFu readers need clarity and relatability, while BoFu prospects may expect detailed, technical information.
• Layer Information: Introduce concepts lightly for ToFu keywords and expand with specifics for BoFu. For example, begin with a simple statement like “Works with your favorite tools” to capture interest, then provide a more comprehensive breakdown of the specific tools and integration processes further down the page.
• Test and Adapt: Analyze engagement metrics. If ToFu content gets high bounce rates, simplify further. If your BoFu leads request more details, expand technical depth.‍

3. Misusing or Neglecting SEO Practices

Even the best SaaS copy won’t perform if no one sees it. SEO ensures your content reaches your audience, but improper implementation can hurt your visibility.

• Core Problem: Search engines are often the first stop for SaaS buyers. If your copy isn’t optimized for the right keywords, your competitors will outrank you.
• Solution: Focus on natural keyword integration. Place primary keywords in your headings, meta descriptions, and throughout the copy, but avoid stuffing them unnaturally. Use tools like Google Keyword Planner to identify relevant phrases your audience searches for.

Pro Tip: Pair SEO tactics with value-driven content for best results. Write for your audience first and optimize for search engines second—Google rewards content that genuinely serves users.

So far, we’ve explored what it takes to craft compelling SaaS copy and avoid common pitfalls. But here’s the thing—great copywriters are made, not born. If you want to stay ahead in the dynamic SaaS landscape, investing in your skills isn’t optional; it’s essential. This is where the right resources and learning strategies come in.

Valuable Resources for Skill Development Every B2B SaaS Copywriter Should Know About

Whether you’re just starting or looking to level up, tapping into the best courses, books, and real-world feedback can make all the difference. Here’s a quick low-down on how to keep improving and stay sharp in this cutthroat industry.

1. Recommended Online Courses, Books, and Blogs

Building your skillset starts with learning from the best. Platforms like Coursera, Udemy, and Copyhackers offer specialized courses on SaaS and B2B copywriting. 

Look for titles like “The Copywriting Masterclass” or “Content Marketing for SaaS” to cover both technical writing and storytelling techniques.

Some of our all-time favorite copywriting books include (but aren’t limited to):

• Books like Ogilvy on Advertising by David Ogilvy.
• Hey Whipple, Squeeze This by Luke Sullivan
• Made to Stick by Chip Heath and Dan Heath 
• Everybody Writes by Ann Handley

These books have diligently broken down the science of creating memorable and actionable copies for aspiring copywriters. 

For marketing blogs and trends, you can’t go wrong with Copyblogger, SaaStr, and HubSpot. Their articles are packed with examples, tips, and industry trends to keep your knowledge fresh.

2. Continuous Learning and Industry Trends

Something new is happening in the SaaS space almost every day. Trends like AI-assisted writing or video-first content are shaping the future of SaaS marketing, so staying informed will keep your copy relevant and impactful.

You can improve your industry knowledge and skills by following SaaS podcasts, attending webinars, and subscribing to newsletters like SaaS Weekly. 

3. Getting Feedback and Improving Through Testing

Practice is important, but feedback sharpens the results. Share your work with peers or mentors and ask for specific input on tone, structure, or effectiveness. A/B testing your copy is another invaluable way to refine your messaging. 

Pro Tip: Test two CTAs on a landing page to see which performs better and use the insights to inform future projects.

Don’t take feedback personally. The best writers will tell you that constructive criticism is a powerful weapon if you know how to wield it. Every tweak and test brings you closer to mastering your craft.

Okay, okay, but what about those who are capable copywriters in their own right but are also several other things? Juggling the responsibilities of a business owner, ideator, developer, and marketer leaves you barely any room to breathe, let alone write!

Does it mean you’ll have to settle for less? Absolutely not!

Bring Your Brand to the Limelight With Beetle Beetle!

Your SaaS brand deserves more than just good copy—it deserves messaging that speaks directly to your audience, solves their problems, and makes them hit that “Sign Up” button without a second thought. 

The real challenge isn’t the complexity of your product; it’s finding the words that make it impossible to ignore.

At Beetle Beetle, we take a nuanced approach to B2B SaaS copywriting. Instead of generic templates, we dig deep into your business and market to uncover what makes your product unique. 

Our B2B-focused content is perfectly optimized to offer high value and drive conversions. We make sure our content outline and messaging are based on the customer's pain points and requirements instead of assumptions. 

Let us take one thing off your to-do list. Hire Beetle Beetle today for high-level B2B copywriting!