“Trouble is, too many companies think they can do their own copywriting despite having no idea where to start (or finish).”
And that continued Kristina Adams leads them to:
Whether you agree with Kristina or not, great copywriting is hard.
But even harder is SaaS copywriting for converting visitors on your product’s homepage. It can make or break your business.
Don’t take my word for it.
After he analyzed the copy on 87 SaaS sites, Benjamin Brandall stressed:
“The copy on your SaaS landing page is one of the major factors that determine whether your product lives or dies a horrible death.”Benjamin Brandall.
Do you agree with Kristina and Ben?
Do you fancy a headstart from SaaS products with excellent homepage copywriting?
This article will give you that headstart.
How I Chose My Top Product-Led, SaaS Homepage Copywriting Examples
Kajabi, Intercom, Plutio, Groove, and Produck.io are the five product-led, SaaS homepage copywriting we’ll dissect.
To choose them, I first examined over 80 top SaaS websites, according to reports by Nectafy, Webflow, Wandr.studio, and others.
As usual, ranked brands were the most popular ones.
So, I researched and found early-stage SaaS products with amazing homepage copy, too.
To expose what each product’s homepage copywriting does well. And to highlight areas for improvement.
In the end, you’ll leave this article with ideas and direction to craft a better, high-converting copy for your own product’s homepage.
But, before you dive in, a little disclaimer.
No data in the public domain confirms the SaaS homepage copies in this article convert above industry standards. And there’s no proof their growth is exclusive of their homepage copy.
Thus, my list comes from:
- Over 80 top SaaS website designs, which I found from my research and reports linked above.
- My own judgment of how the copy on each SaaS homepage excels at showing (not telling) and addressing the following critical points:
Outcomes and benefits
Does the copy quickly communicate to prospects what they will get (outcomes and benefits) from the product and its features?
Your target audiences won’t get hooked to your copy if it fails to communicate its value in the form of outcomes and benefits (and not features):
And you must do it fast:
Does the copy contextually blend in product-led stories (in the form of reviews/testimonials/product use-cases)?
Software buyers trust their personal experience and what others say of your product (and its features) over what you say:
And storytelling, especially Product-Led Storytelling (which I developed ????), can boost conversion and drive growth:
Matches Features and Benefits to its Target Audiences
Does the copy match product features and outcomes (in the form of stories), to its different target audiences?
Excellent SaaS content writers and copywriters know from experience and research that not all customers will value certain features.
Armed with this knowledge, they personalize the copywriting. They do this by crafting the copy for features/benefits to appeal to different target audiences.
Your SaaS homepage copy should be no different:
“More relevant, more targeted messaging and call-to-actions make people think “OK, this thing is obviously meant for me” – the tangible side effect being more leads, more conversions, and more sales.”Brennan Dunn.
Does the CTA button copy lead, direct, and guide prospects to take action?
We’ve already seen from Brennan’s quote above that CTAs must resonate with your target audience.
But, according to renowned SaaS copywriter, Josh Gorafalo, it has to do more than resonate.
The copy must have context and make your SaaS homepage visitors believe clicking on it will unlock the promised land your product will take them.
In Josh’s words:
“Your headline is just like [a] sign. It’s your way of saying to your prospect, ‘Hey, you know how you’re looking for XYZ SaaS solution? It’s here.’
Your CTA button is the door in between the promise & the thing promised”Josh Gorafalo.
So, there you have it.
Those four criteria were what I looked out for when selecting my five amazing product-led SaaS homepage copywriting examples.
Ready for some copywriting inspiration?
Let’s do this.
5 Amazing Product-Led, SaaS Homepage Copywriting Examples
What follows are my favorite SaaS homepages copywriting in no particular order.
No doubt, the companies you’d find on my list can do better. But, I love them (to appreciable degrees) because:
- First, they do a great job of showing how their product solves problems and yield relevant outcomes.
- Second, they also show how their different target audiences (or ICPs) use different features.
In this Product-Led Growth era, those are the perfect combination your SaaS homepage copy needs to boost conversions.
To help you make the most of this list, however, I’ll examine areas of excellence (in green). And those that can do with some improvements (red).
When you visit Intercom’s homepage, the copywriting on its 1st and 2nd sections do three things (green) well and three things (red) poorly:
The headline, subheading, and corresponding CTA are straight in your face as you land on this page.
It promises an outcome and supports it with the areas (sales, marketing, and support) Intercom helps to achieve this outcome. Excellent.
I call these conversion action boosters. They reduce objections by reminding your site visitors of what signing up will get them.
Immediately you scroll from the 1st section; Intercom pumps its social proof. Doing this right off the bat is critical.
It shows other people trust your product and makes visitors feel this isn’t uncharted territory.
The lack of any form of personalization steals the joy out of this section as a whole.
To rewrite this copy, I’d go for “Intercom helps you scale messaging for marketing, sales, and support.”
Instead of “We can help with scalable messaging for marketing, sales, and support.” Who is “we?” And who is this “we” helping??
Only visitors who know Intercom in and out will know what they’re signing up for with this “Get Started” button copy.
But that will NEVER be the case.
Thus, your button copy should tell me what I’m getting. Free account? X-days trial? What??
I’d go for a real demonstration of the product over an artwork, which many won’t make sense of too.
To me, this doesn’t add any context to the copy.
The good thing?
Intercom made up for these reds in the next two sections with more greens:
Intercom does an excellent job supporting the bold claim this copy makes with a humble button copy, inviting the visitor to “see why.”
What’s even sweeter is the personalization, “you” and “your.” It talks directly to the visitor.
Supporting the claims made in Green #4 with actual screenshots of the product in action completes the mix. Nice!
Here’s Intercom’s answer to the doubting Thomases asking themselves, “does it work?”
Seeing is believing. So, when you have a contextual outcome-laden review like the one in this section, throw it in.
And do it like Intercom. Use it to entice your ICP (ideal customer persona) into action.
Hey Intercom, these snapshots would make more sense with copies (or captions) beneath them.
One-word copies like “support,” “engagement,” and “lead qualification” under those snapshots will add a lot more clarity.
But that’s where the reds come to an end.
Intercom’s homepage copy is like sweet wine. It gets better as you scroll:
This copy does its job.
It introduces the visitor to explore Intercom’s features. And it reminds them that the product will drive their entire “customer lifecycle.”
Green #8 (and #10)
This gets 109% from me. It’s what I call the Product-Led Storytelling SaaS copywriting formula in full force:
- Highlight the topic: Lead generation.
- Introduce it in a way your target audience desires: “Move deals through your funnels – fast.“
- Use the supporting body copy to explain how a feature of your product brings the topic to life (keep SEO in mind too).
- Well, there’ll still be doubting Thomases who want to “Learn more.” Intercom got them covered.
- And for the rest, who will ask, “does it work?” The testimonial that followed is for them.
- What’s more interesting? Pull in a testimonial from someone identical to one of your ICPs who needs this feature most. In green #8: Growth Marketers. In green #10: Customer Support Execs.
Again, seeing is believing.
So, while the copy to the left is talking, show how your tool does it on the right.
The result? Left brain logic meets right-brain imagination to compel action (or ignite more interest).
Intercom’s homepage continues this blaze of greens to the end:
Whether it’s new or not, excite your site visitors by showing them something new in your product. Who doesn’t like one?
Doing this–and showing how it works with compelling copy–creates the impression that the product is evolving to the needs of users.
Intercom’s homepage copywriting ends with a standing ovation.
- After doing all the heavy lifting across ten sections, this copy was rightfully commanding: “Try Intercom today.”
- It addresses a set of people battling with price war: Early-stage companies.
- And the action boosters supporting the CTA button copy tells me exactly what I’d get by hitting that “Get started” button. “14-day free trial,” “Easy setup,” and most reassuring, I can “Cancel anytime.”
Once you land on the homepage of this early-stage SaaS product for project management, you know what it does in seconds.
Unlike Intercom, however, how the copywriting blends with the layout lose alignment as you scroll down:
The headline, subheading, and corresponding CTA combine well. In a few seconds, the visitor knows this is a project management platform.
The entire copywriting highlights the tool’s promise to help visitors keep projects organized and avoid delays.
And if they have doubts, the “Get Started Free” button copy reassures they have nothing to lose giving it a try.
When people visit your site, they want to see how your product works and the benefits it’ll bring them.
Produck.io leaves no stone unturned there.
These conversion action boosters copywriting brings life to the primary CTA button copy.
They do this by announcing what visitors will get if they sign up – a free forever plan and a free 14-day trial of its premium features.
No personalization. Yes, you don’t need to call out names, but the use of “you” or “your” team will add more gloss to this Produck.io’s copywriting.
And the absence of such little continued to take the shine out of Produck.io’s homepage copywriting down the page:
This copywriting does its job with some swagger.
It calls the outcome of a pain point project managers face in its header. Next, the corresponding body copy explains how Produck.io brings the outcome to life.
Then, the testimonial (although it could be better) shows visitors that it works.
While the copy to one side is talking about how a feature of this SaaS tool brings the outcome alive, the product in action to the other shows it, i.e., walking the talk.
The way Produck.io’s homepage copywriting jumps straight into its features without an introduction is bad.
It doesn’t give visitors a sense of what they’re going into. Something like, “what you can do with Produck.io” at the very least will go a long way.
The use of reviews to spur SaaS homepage copywriting went wrong here.
No names, no faces, and not even the company where the reviewer works kill all the trust the copy on this page built.
Again, simple things, but they have a profound impact. And these little flaws continues further:
Project management tools, like other SaaS products, can’t work in isolation.
This copy reassures visitors that Produck.io got all their critical integration needs covered.
The idea of showing different integrations above the copy takes the shine out of this copy.
We read top-down, so showing me visuals before the copy isn’t a good order I’d go with unless they’ve A/B tested this.
More tiny issues:
The copywriting on this final CTA is complete, logical, and compelling.
It’s personalized and clearly spells out the next steps–something the CTA in the 1st section is missing.
Don’t just tell visitors to compare your product with others.
A supporting copy under the header, a review, or testimonial showing how Produck.io performed better than the others will go extra miles.
Most SaaS products will improve their homepage copywriting, taking lessons from this one. Why?
Kajabi’s homepage copywriting ticks almost all the right buttons.
In short, it does so well the little areas I struggled to find improvements can go omitted:
The introductory copy on Kajabi’s homepage already does all the heavy lifting if you wanted to start an online course business.
Personalization, a trusted platform, social proof, and outcomes all came out glittering from this copy.
Course creators hate juggling technologies or zapping tools together. I know this because I’ve struggled to create a course.
What do they like? Teaching and succeeding!
No wonder, Kajabi didn’t show its product in action here (like similar products do); instead–and rightfully so, it showed happy customers.
To me, this is excellence on steroids.
A bit of conversion action boosters here will do more magic to this copy.
If I could, I’d add, “All the tools you need. Free for 14-days” (on second thought, I wouldn’t because they made up for it in the end).
Kajabi’s excellent homepage copywriting went on even better:
The 2nd section of Kajabi’s homepage is the best blend of design and copywriting I’ve seen to date. And I’m not even without mincing words.
As I said earlier, most online course creators have to juggle or Zapier different tools together.
The copywriting here addresses that pain (3-01) and promises better outcomes if the site visitors use or switch to Kajabi (3-02).
While the copy is doing the talking (and showing it with testimonials), the design transition follows along as you scroll down.
What more can you ask for?
Don’t answer yet because it gets even better:
This copy introduces Kajabi’s features in a unique way.
It reassures visitors that they can go ahead and get a feel of what’s in store for them irrespective of the plan they choose.
That’s another way of saying, little budget? No problems!
For each of these sections, Kajabi’s homepage continues its excellence.
- Topics relevant to online course creators? Products, websites to host it, payments, et cetera, et cetera. Checked.
- How does Kajabi’s feature deliver on the topic? The header, corresponding body CTA button copy goes beyond “inviting.” Checked.
- What other tools does Kajabi’s platform replace? Yeah, they’re right there in your eyes. Checked.
I love how they continued showing animated product visuals for each feature along with their happy looking “Kajabi Heros.“
However, adding use cases (and real results) these people achieved will add more gloss to the copy on the other end.
The good thing?
That’s the last red you’ll find on this homepage:
After walking visitors through all its features and the various tools they won’t need again with a Kajabi account, they didn’t stop there.
Online course creators who have shares, love, and can’t let go of their other tools, Kajabi’s copywriting went on to keep them in check:
“…if you just can’t let go of your favorite tools, [Kajabi] plays nice with them, too. ????”
The copy in this section is literally talking and saying to site visitors as follows:
You mean you still aren’t sold at this point?
Okay, don’t trust us.
Wouldn’t you trust all these people using Kajabi to build their online course business?
Still not sold?
No offense, Kajabi homepage copywriting is still here for you:
The introduction, “we’re fanatical about your success,” followed by the copy under each section also depicts copywriting genius.
To say this SaaS homepage copywriting ended in grand style is, to say the least.
It made up for the conversion boosters omitted in the very 1st CTA, as if Kajabi knows visitors will scroll this page to the end.
“…let’s make it official. Try Kajabi free for 14 days” with a CTA button copy matched to excellence.
Plutio is a new, all-in-one platform software for freelancers/remote workers to manage their entire business.
I love the product (it does what it says) and has the perfect layout and words needed to execute excellent homepage copywriting.
Like its early-stage SaaS counterpart, Produck.io, on this list, it does enough to merit my list, but needs a few tweaks:
This section’s copywriting goes straight to the point.
It tells visitors all they’ll get in Plutio’s all-in-one platform. Succinct!
The media to the right does the showing. It highlights the product in action as it performs the actions the copywriting to the left talks about.
What do you do when, as a new product on the block, you get a notable mention from a giant media platform like Forbes?
You flag it as an accolade in your homepage copywriting.
Plutio left no stone unturned here.
Why flag this entire section for improvement, even when the copywriting had the “you” and “your” personalization words?
It didn’t mention its core audience, freelancers/remote workers, in any way.
If you allow me a 14-day free account, your copy shouldn’t just tell me to “create an account.”
It should tell me what I’m getting: A free account. That’s more inviting and compelling.
I’d switch this button copy for use as a conversion action booster and use a simpler, more compelling copy in its place.
For example, “Get Started Free.”
Good intention: Show that people are using and getting results with our product.
Bad execution: Too many options that don’t really speak to any ICPs (ideal customer personas). Also, it redirects visitors away from learning more about the product.
Correction: Pick just one testimonial with real, metric-driven outcome relevant to your core ICP. One option, yet more relatable and increases interest in exploring the product.
These little copywriting errors continued despite Plutio’s homepage impressive layout:
This section’s copywriting is excellent, but it can learn a lot from Kajabi or Intercom.
It introduces an outcome its audience desires and follows it up with a matching body copy. The CTA button copy can do better, though.
The arrangement I love.
While your copy is talking at one end, your product shows a feature of your product doing what it says on the other. Excellent!
Don’t jump straight into your product’s features without an introductory, outcome-driven copy to give visitors a sense of what they’ll get.
Good intentions: Add a testimonial to show that people are using this feature to get results.
Bad execution: The testimonials aren’t contextual. No success metrics. No links to these people’s businesses or websites. Anyone could do this, so it doesn’t convince visitors that these are real users of your product.
Plutio’s homepage copywriting didn’t also end well:
Remember how Kajabi ended the sections that showed its features?
If Plutio did that here, it’ll make so much sense by reinforcing how its features come together to give users the perfect, all-in-one platform.
But they didn’t.
Again, the final CTA isn’t personalized for its core audience: Freelancers and remote workers.
Also, I’d use this button copy as a conversion action booster and replace it with a more actionable copy.
Excellent is another name for GrooveHQ’s homepage copywriting. It’s actionable, personalized, alive, and with a touch of class.
But, like all others on my list, will we still find areas of improvement?
I love it when the introductory copywriting on a SaaS homepage mentions its product name.
GrooveHQ does this and more in this on-your-face 1st section.
The header announces the outcome visitors want.
Succinctly, the subheading follows with the three ways Groove brings the outcome to life: Convert, support, and delight.
For the first time on this list, the button copy needs no conversion action boosters. It compellingly conveys the entire message: “Free 120-day Trial.”
Social proof rightfully placed on top of the fold. And that’s Groove saying:
“Hey, go ahead and try us. You’re not alone; amazing people use us too.”
Another sweet blend of copywriting and design.
As visitors click on a need on the left, the copywriting layered over the SaaS tool in action complements it.
Simple, devoid of clutter, and compelling.
If, after exploring everything in Green #3 you’re not convinced, there’s no need forcing you into a free trial.
So, what does GrooveHQ do?
They use the most logical and appropriate CTA: “Book a demo –>”
It’s been all greens so far. Can we find a red now?
Green #5 (and #6)
Now, this is how to throw in a testimonial into your homepage copywriting.
GrooveHQ used it on the right spot: Immediately after it showed visitors its product features.
And it chose the perfect avatar: A regular-looking executive achieving amazing results with its product. What’s even more critical to note?
Don’t use any random testimonial. Use one by your ICP (ideal customer persona) with a real name, image, title, and where they work.
That way, your copy talks directly to your core audience and makes others envious to join and be like them too.
GrooveHQ made no mistakes there.
Due to its sophistication, GrooveHQ is a complex SaaS product, and this may get prospective customers concerned. After all, no one wants to spend weeks or months learning software.
But, no worries, if you visit GrooveHQ homepage with such concerns, the copywriting takes care of that it’s heading:
“We’ve got your back.”
I don’t know about you, but the copywriting under the headings in this entire section, ignited by Melissa’s smile was enough to address my concerns.
No red yet?
Hold on; we are not done:
Numbers don’t lie. When you have it, flaunt it in the right places.
This copywriting would do well on its own, but the way GrooveHQ bolded its numbers gives it more life.
And before it invites you to “Tree Groove Free,” it does an excellent job showing that other great brands trust this product.
GrooveHQ drives most of its traffic and growth from its SaaS content marketing.
They’re one of the first SaaS companies to use transparent brand storytelling to garner insane growth.
Groove knows from experience that consuming their content is another way of pulling visitors into their sales funnel.
No wonder they’re happy ending the copywriting on their homepage by inviting visitors to explore their blog.
Do you notice the common denominator across the five SaaS homepage copywriting on this list?
Well, in case you missed it, they blended their product and use cases/testimonials into their copy.
I call this Product-Led Storytelling SaaS copywriting formula.
This formula works best for SaaS copywriting for two reasons:
- It aims at getting visitors to experience your product as they go through the copy on your homepage (and other landing pages).
- It shows them that others are getting real results and the outcomes they desire with your product.
According to research TrustRadius, these two things are what B2B software buyers look out for when buying SaaS products:
Makes sense, right?
So, do you want to improve your SaaS homepage copywriting using this formula?
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