It was one of those rare, humid Wednesday afternoons in May. But thanks to the cooling system in my home office, I stuck to my daily work routine despite the 42℃-like weather all day. 

Done working, I opened Twitter (X) with my typical, after-work to-do in mind: Scroll a few tweets; engage and comment where I can add value. I had no intention whatsoever of exploring any software products. Well, until I came across this tweet: 

Intrigued, I clicked on Screen Studio’s Twitter (X) handle and proceeded to their website to learn more. In under 30 seconds on their homepage, I wasn’t only hooked. I began appreciating the problem it could solve for VEC Studio. 

So I downloaded the free Mac app to try the product. Less than a month later, I bought their Extended license for my team: 

My experience may seem unique. 

But it’s not. Screen Studio is a SaaS company, much like yours, if I’m guessing right. Their homepage copy ticked three crucial boxes to instantly convert me into a free user. Then, a customer in less than a month of my first visit. So before exploring other great homepage SaaS copywriting examples you could emulate, know that you must…

Ditch Generic Landing Page Copywriting Formulas

Reflecting on my path to buying Screen Studio, I hypothesized that B2B SaaS homepages are a significant, if not an inevitable, touchpoint on prospects’ paths to becoming customers. 

But I couldn’t find supporting data. 

So I plugged over three dozen SaaS websites into analytics tools—SEMrush and Similarweb. Unsurprisingly, one pattern emerged. Their homepages or brand names had the largest shares of site traffic or organic searches, respectively. 

This validated my hypothesis that most B2B prospects explore homepages before converting. As such, you should avoid using bland landing page copywriting formulas. Specifically, you need a copy approach that addresses three queries: 

1. What Does This Startup Do? Site visitors arrive at a startup’s homepage with this question in mind, no matter how they discovered it. But in addition to this, your homepage must address a related question prospective buyers often have: ‘What problem(s) do their product/features solve?’
2. Who Do They Do It For? After a few seconds on Screen Studio’s homepage, my curiosity moved from what the product did to how it could help me. Likewise, B2B prospects may grasp what your startup does or the problem(s) your product/features solve. But they won’t convert if your homepage copywriting doesn’t address a related question: ‘Can it actually solve my/our problem?’
3. Why Should I Trust Them? Anywhere strangers meet to exchange value, trust is indispensable. Before becoming customers, site visitors start as strangers. So even after articulating what your startup does, the problem(s) your product/features solve, and who you solve for, your homepage copy must still show why prospects should trust you. You do this through social proof (i.e., (i.e., customer success stories) and showing how you differ from others.

Using the Product-Led Storytelling (PLS) approach to craft SaaS homepage copywriting addresses all queries above. In short, it’s how we get client testimonials like the one below: 

Testimonials like this are normal because the PLS approach entails using relatable stories to craft homepage copywriting that speaks to the WHO, WHAT, and WHY of skeptical B2B prospects. 

And the Goal? 

To attract and filter your ideal buyers, engage and showcase your product’s unique value, and persuade them to convert: 

You’ll see how and where the examples below do some or all of these with analysis to help you emulate them. But before we get to that, if using the PLS approach to craft your homepage copywriting is already making sense to you…

I wrote a free, detailed playbook to help: 

Download the playbook here. 

Great SaaS Homepage Copywriting Examples

I explored a long list of resources, ranking the top B2B SaaS companies from enterprises to startups. For instance, Built-In’s 113 SaaS companies, Marketermilk’s 20 SaaS companies, Datamation 76 SaaS companies, ClickUp’s top 10 enterprise SaaS, and Exploding Topic’s 36 growing SaaS startups. 

I examined over 250 SaaS homepages. This, you’ll agree with me, is no mean feat. But I persisted.  And my goal is simple. Emulate what each example below does well, as analyzed below based on the Product-Led Storytelling approach, and you’ll craft homepage copywriting more likely to boost conversions for your SaaS. 

But before I get to them...

1. Slack

The first time I wrote about Slack’s homepage copy was in an article for OpenView Partners. Then, it made my list because it told a compelling ‘product-led’ story. En route to becoming an enterprise tech giant, the company has made several iterations to its homepage design and altered most of what I discussed then.

But one thing hasn’t changed. 

Slack’s homepage copy still tells a compelling ‘product-led’ story. Everything it says is backed by stories and relevant product shots or GIFs showcasing how a feature of their product does it. 

The hero section and below the fold, for example, addresses two out of the three queries above. And to show (not just tell) all the copy says, an 18-second GIF is showcasing Slack in action: 

The headline copy explicitly states what Slack does while the brand logos under the CTA copy tell you who they do it for. By using known brands across sectors, Slack’s homepage copy essentially conveys that it serves enterprise tech companies, government agencies, media entities, ecommerce brands, etc. 

As you scroll down, the product showcase and copy underneath address questions related to the 1st and 2nd queries previously discussed. While the copy tells you what problems their product can solve for you, the 18-second GIF shows you how it does it. 

This ‘product-led’ pattern doesn’t stop there. 

The next section is a storied scroll, articulating specific problems each feature solves and the outcome a prospect can attain. While the copy is doing the telling on the left-hand side, a matching GIF is showing how the associated feature does it on the right-hand side. This, as you can see, keeps the copy ‘product-led:’

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Recall I mentioned using social proof (i.e., success stories) to answer the 3rd query, ‘Why should I trust them?’ 

As shown, Slack ticked that crucial box by ending the section above with relevant customer success stories. But what is even more brilliant is the copy excerpts used. Each invites homepage visitors to visualize what they could achieve through the story of what a known company achieved with Slack. 

This brilliance continues after that: 

Unlike most, if not all, SaaS companies, Slack tackles a core objection—pricing—with its homepage copy. The headline above conveys that any team can use Slack, while the subheading invites you to start with the free version. They immediately follow this up with another ‘product-led’ section. This time, articulating what teams (data-backed success stories) have achieved with Slack. 

The final two sections on Slack’s homepage before the footer is no different. They both maintain the pattern of telling a ‘product-led’ story. So from a Product-Led Storytelling standpoint, Slack’s homepage is excellent and worth emulating. 

Given the chance, I’d change nothing. 

But I’ll add this: 

A success story of a company that grew (or is scaling) while using Slack just below the ‘We’re in the business of growing businesses’ section can go a long way. This addition—I believe—won’t only cement the copy and stats above it. But it would compel small companies who—seeing the enterprise logos and success stories—may feel like Slack is only for big businesses.

My point is that if you must emulate Slack, ensure to resonate with your secondary target market with the lower sections of your homepage copy. At its scale, Slack mostly targets enterprise orgs, and it makes sense. But by failing to appeal to small companies through success stories they can resonate with, Slack may be missing out on tomorrow’s opportunities. 

My addition above tackles that.

2. Kit (formerly ConvertKit) 

What can a growth-stage SaaS serving a vertical market and specific audience types do to appear more endearing? 

The answer is using your homepage to showcase famous people likely to make site visitors curious about the role your brand played in their success story. 

Kit does it with aplomb:

I credit Kit for daring to be adventurous. Their homepage is unique. At the time of drafting this piece, there’s no B2B SaaS site I know with such a refreshing style. But I must add that the copy in the two sections above falls short in some areas. 

For instance, the main headline, ‘For Creators Who Mean Business,’ tells you ‘WHO’ Kit is for. It doesn’t address the query, ‘WHAT do they do,’ explicitly. The subheading, ‘...is the email-first operating system for creators who mean business,’ doesn’t either. 

It doesn’t end there. 

The famous internet celebrities showcased conveys they likely used Kit to achieve success. ‘Else,’ a typical visitor would assume, ‘they wouldn’t permit Kit to post their faces here.’ These famous faces may make site visitors eager to know how Kit helped—or is helping—these celebrities succeed, partly tackling the query, ‘WHO is this for?’ But only partly, unfortunately. 

There’s no copy—as we saw in Slack’s example—stating how or what Kit did to help the showcased celebrities succeed. It’s just their names and their notable accomplishments. In doing this, Kit lets visitors scroll through two whole sections of their homepage without addressing crucial, underlying queries like: 

• I see Kit is for creators. But WHAT do they do exactly? 
• Hhmm! So all these famous creators are likely using Kit? Okay, but what problems did Kit/its features solve for them? 

Kit could address these queries by stating what it does—not just what it is for—in the first two sections of its homepage copy. Their copy could also mention—better still, showcase—its core features (as Slack does) somewhere in the sections above. 

But maybe the rest homepage copy tackles these?

Not really:

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The success achieved by each famous person in the sections above leads the copywriting. For instance, it tells you ‘Lauren used social media and Kit to grow her email list from 500–25k,’ which is, again, endearing. But the supporting copy to the left or beneath doesn’t articulate exactly what Kit did or how its features helped. Site visitors are, again, left to assume this. 

Given the chance to recraft or direct the recrafting of the copywriting in these sections, I’ll bring the features listed under, ‘What’s in Lauren’s Kit,’ to the fore. Specifically, I won’t just list features in a corner or show one still image of Lauren’s customer-facing Kit profile while the entire copy is telling her story, not exactly how Kit helped her succeed. 

I’ll make the copy a ‘product-led’ story. 

But don’t get me wrong. It’s okay to emulate Kit’s refreshing, famous, customer success story-led homepage copy style. Don’t just showcase famous people while leaving site visitors—who may not know them—to assume how your product helped: 

Telling random homepage visitors that, ‘Nisha quadrupled her email subs to 100,000 using landing pages with her YouTube videos to provide valuable, free content—leading to a large, loyal fanbase to launch her cookbook,’ followed by a ‘Start a free trial’ CTA isn’t logical. ‘Nina quadrupled email subs…’ 

Okay. Is that why I should sign up?

Your homepage is your most important sales front. It shouldn’t just showcase famous people’s accomplishments. Its copy should be a ‘product-led’ story that articulates and shows how specific features/workflows helped people succeed. 

Specificity tackles the all-important, ‘Why should I trust them?’ query and related ones that nudge site visitors to act. It’s also how to give target buyers a real glimpse into what using your product would feel like, which is a more reliable way to persuade and convert homepage visitors. Using the Product-Led Storytelling approach to craft your homepage copy solves these. 

Again, as illustrated below: 

The next homepage exemplifies this.

3. Attio

I first wrote about Attio in an article outlining SaaS product storytelling examples. There, I said, “If you’ve been disappointed with top CRM tools like HubSpot and Salesforce, Attio’s product narrative is an invitation to rethink the meaning of ‘CRM.’”

I still stand by those words. 

Because Attio’s homepage copy—and design—checks all Product-Led Storytelling execution boxes. Scrolling through their homepage copy is literally a show off of Attio’s unique features, how they work together, and what you can achieve with them. 

But here’s the more impressive part. This ‘product-led’ story homepage copy approach doesn’t stop Attio in any way from addressing the crucial queries that compel conversions. 

In short, it enables it: 

The headline and subheading combine to not just state what Attio does, but they tell you what you can achieve with their product. They immediately outline their core features supported by real GIFs showcasing the CRM problems you can solve with each. 

As if they know an interested visitor who scrolls beyond the first homepage section would wonder if the product is for them, Attio anticipates this by addressing who they are for with a customer success story excerpt that ties back to the headline copy. 

Brilliant!

The next sections are even better:

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The copy ‘GTM at full throttle. Execute your revenue strategy with precision. Design powerful workflows, deploy AI, integrate your data and build detailed reports—all in one platform,’ clearly articulates what you can do with Attio. 

But they don’t just tell. As shown above, Attio transforms each section of its homepage copy into a ‘product-led’ story showcasing how its various features combine to achieve what the copy is saying. Ending the section above with, ‘Start with a 14-day free trial of pro’ CTA is also a genius move. It tackles the skepticism of interested prospects who may be eager to test-drive Attio. 

They still left no stone unturned: 

As ‘Next Gen CRM,’ Attio targets prospects who can’t imagine using anything other than popular CRMs like Salesforce or HubSpot. Anticipating such prospects would be curious to know how they’re different and worth the migration trouble, the section above addresses related queries. The copy articulates how they are different, followed by real product visuals showing how Attio fits nicely into the workflows of the company types they serve. 

And to address the all-important, ‘Why should I trust you?’ query, the section above ends with appealing customer success story excerpts. Presented, again, along with the specific Attio features the highlighted customer used to achieve success. 

Crafting SaaS homepage copywriting with the Product-Led Storytelling approach couldn’t get better than this. Like the Slack example, I won’t change anything on Attio’s homepage. 

But I’ll add this: 

Lest I forgot to say it explicitly… Yeah, Attio’s entire homepage—not just its copy—is worth emulating. 

But for more inspiration…

4. Tally

When offering even the most generous freemium plan is no longer a competitive advantage, how do you stand out? 

You do what Tally does. 

Focus your homepage copy on showing how simple it is for prospective customers to use your SaaS, making the fact that you offer a generous free-forever plan the icing on the cake: 

Starting with this first section, Tally’s focus on telling a ‘product-led’ story that shows the ease of using its SaaS—instead of just glamorizing its generous free plan that a current or future competitor could better—doesn’t stop it from addressing core queries that compel conversions. 

The main headline and subheading copy, for instance, do two things in a few words. They succinctly address the query, ‘What do they do?’ while resonating with prospects likely to have tried—and disliked—complex form-building apps. To nail the point, the GIF showcases the ease of creating forms with Tally followed by logos to address the query, ‘Who do they do it for?’ 

The rest homepage treads the same path: 

Each section’s copy subtly highlights Tally’s generous freemium offer compared to competitors. But none just tells or stays on that. Each has real product GIFs, showing how easy it is to create even complicated forms with various Tally features. As shown, each section also has copywriting addressing relevant form-creation concerns prospects may have, for instance, can I trust them?

Another thing done well—and worth emulating—on Tally’s homepage copywriting is the strategic use of reviews and success story excerpts. How the testimonial excerpt and the title of who provided the testimonial align with the capabilities showcased in each section is genius. In the screenshots above and below, for example, the review/customer success story excerpts further tackle the query, ‘Who do they do it for?’ 

But there’s more to learn. 

Tally’s final homepage copy section and CTA are also worth emulating. First, they hammer on their generous free plan, but at the same reassure skeptical prospects that they can even test-drive Tally without signing up for a plan. 

They immediately follow this up with another success story excerpt that effectively helps a still-skeptical prospect visualize what they could also achieve with Tally. Followed with FAQs and copy to leave no objection stones unturned. 

I won’t alter a thing on Tally’s homepage copy. 

But, again, I’ll add one thing: 

Some prospects may doubt the reviews/success story excerpts on your homepage. Creating and adding links to the full success story assets where the excerpts used on your homepage originated from tackles such doubts. It also allows you to showcase how existing users/customers used your product to solve specific problems and achieve desirable outcomes your target prospects may have. 

The next homepage nails that. 

5. Mutiny

I’ve written about Mutiny’s enterprise, product-led marketing content execution before. To write that piece, I interviewed their Head of Content, Stewart Hillhouse, for an inside scoop of their approach and thinking. What he shared is worth emulating when crafting homepage copywriting to resonate with and convert hyper-savvy enterprise B2B SaaS buyers. 

Stewart said: 

“B2B growth marketers are savvy; they can smell generic marketing from a mile away. Our unique point of view (PoV) isn’t about selling a product; it’s about understanding and addressing the unique challenges B2B Marketers face in driving growth. This is what resonates with them and sets us apart.”

Mutiny’s homepage copy exemplifies this. 

The copywriting in the hero section below does something exceptional. It explains Mutiny’s PoV, giving accounts a 1:1 experience while addressing the core conversion query, ‘What do they do?’ The social proof beneath tackles the query, ‘Who do they do it for?’ and invites prospects to see real customer examples. 

When you have a PoV as Mutiny does, a brief explanation is needed for prospects to visualize your product’s unique value. But most importantly, you need it to set the context for crafting homepage copy that tells a ‘product-led’ story.

As the next sections illustrate: 

As shown, they devote an entire section’s copy to explaining why 1:1 account experiences are crucial. Then the graphic to the right visualizes the value of using Mutiny for the same. This, as I’ve annotated above, addresses queries like, ‘Why does this PoV matter to me and what role does Mutiny play in making it a reality? 

All that lays the context for this homepage copywriting to tell an endearing ‘product-led’ story. For instance, see how the second section above has a GIF showcasing how Mutiny’s features solve specific problems discussed by the copy in that section. 

There’s something else worth emulating here. 

In the second section above—and others across Mutiny’s homepage, they don’t have a customer success story excerpt addressing the ‘Who do they do it for?’ query. They provide links to full customer success story assets for doubtful prospects or those who may want to see exactly how Mutiny helped. 

This homepage ends that way, too. 

As Stewart noted, Mutiny’s prospects are hyper-savvy Growth Marketers at enterprise B2B SaaS companies. It’s hard to convince such potential customers with even the most potent copy. 

But real examples of how others used your product to achieve results they’ll likely also seek can do the trick. Mutiny probably knows this. This is evident in their homepage copywriting ending with real examples for still-skeptical prospects to explore: 

I won’t alter or add anything to this homepage copy. 

So, yeah, I 100% recommend emulating Mutiny’s homepage copywriting. For starters, it aligns well with VEC Studio’s recommended Product-Led Storytelling…

Playbook for Crafting SaaS Homepage Copy

Most SaaS homepages fail for three simple reasons. 

The copy on them doesn’t:

1. Attract and filter the target audience
2. Engage and show how to solve specific problems
3. Persuade the right ICPs to convert or act.

Even if your product solves a critical pain point, not everyone is going to buy it. You could give away free oxygen, yet some people suffocating still choose not to take it from you. 

That’s why your homepage copy’s first job isn’t to appeal to everyone but to attract and filter your most likely buyers. Every section of your homepage must work to magnet your target audience. Without that foundation, the odds are against you.

So, how do you nail this?

You craft copywriting that speaks directly to the right people—as Mutiny’s entire homepage copy speaks to Enterprise Growth Marketers—by answering three key questions:

• WHO are you speaking to?
• WHAT problems do they urgently need to solve?
• WHY should they trust you and take action now?

This is where VEC Studio’s Product-Led Storytelling approach shines. It starts by developing ICP StoryScripts, a blend of buyer personas and their Jobs To Be Done (JTBD) to clearly articulate the WHO, WHAT, and WHY of ideal buyers. Then by weaving relatable, ‘product-led’ stories into your homepage copy, you not only attract your ideal buyers but also keep them engaged—to really read your copy—and motivated to act. 

Want to see what this looks like in action? 

Download our detailed B2B SaaS Landing Page Copywriting (using Product-Led Storytelling) Playbook for step-by-step insights into crafting high-converting B2B SaaS homepages: 

Download the playbook here.

Or, to skip the guesswork…

👉 Work with VEC Studio