We’ll talk about SaaS content writing, but first let me drop a scenario at your doorstep:
Let’s say there’s a guy named Kofi.
Kofi runs an accounting firm — a small one, but it’s growing fast, which means he and his team are pulling late nights, elbows deep in spreadsheets, invoices, and hours logged.
And this is where things start to fall apart.
Time tracking. It’s a mess.
Last week, the firm overbilled a major client.
The week before, they underbilled.
There’s a bottleneck in the workflow, and it’s costing them both time and money.
Kofi’s team has tried Excel sheets, calendar reminders, even some free apps, but they’re all band-aids on a bullet wound.
It’s clear now: Kofi needs something robust. He needs time tracking software.
Modern problems require modern solutions.
So, like any modern-day problem-solver, Kofi opens his laptop, hits up Google, and types in, best time tracking software for accountants.
And boom. He’s hit with a tidal wave of results.
The first few blog posts he clicks on? Vague.
They’re packed with generic buzzwords like “streamline your workflow” and “optimise productivity.”
One company’s software might be the best for freelancers, another might work great for large corporations, but none of them are talking directly to Kofi’s firm.
Nothing about billable hours for accounting clients.
Nothing about audit trails.
It’s like these SaaS companies know they’re selling software, but they have no clue who they’re selling it to.
Frustrated, Mark keeps scrolling.
Finally, he stumbles on something different—content that actually speaks his language.
A SaaS company that doesn’t just say their software is great for everyone and everything but instead hones in on accounting firms like his.
Their blog talks about the specific challenges accountants face: the precise tracking of billable hours, compliance concerns, tax season madness.
They explain how their software tackles those pain points head-on, with detailed breakdowns of integrations with QuickBooks, multiple project tracking, and client-specific reporting.
Suddenly, it’s not just software anymore. It’s a solution made for him.
And that’s the moment Kofi’s decision becomes easy.
Why? Because this content gets it. It doesn’t talk in fluffy, high-level terms.
It digs deep, gets specific, and proves that this company understands accounting firms inside and out.
In a world where every SaaS company is fighting for attention, this type of bottom-of-funnel content is what moves the needle.
It doesn’t just speak to the problem — it solves it.
It’s why Kofi buys.
How to write great SaaS content
The lesson here is simple: to write great SaaS content, you’ve gotta know the product like the back of your hand.
Not the “I skimmed some blog posts” kind of knowing, but the “I’ve had one-on-ones with the people behind the curtain” kind of knowing.
And who are those people?
- The engineers — the ones who built the software and can tell you why that one feature everyone keeps raving about even exists.
- The product managers — they’re the bridge between the tech and the customers, the ones who know how every feature solves a specific problem.
- The founders — they’re the visionaries who saw the gap in the market, the ones who can tell you the “why” behind the product.
- And let’s not forget the sales team — they’re on the front lines, hearing the real reasons prospects say “no” or “tell me more.
These people are what I like to call the minds behind the product.
But here’s the thing — knowing the product inside out is only half the battle.
The other half, and arguably the most important, is knowing the customers and their pain points like they’re your own.
You’ve got to understand what’s keeping them up at night.
What’s making their workday a slog. Why the solutions they’ve tried aren’t cutting it.
You need to feel the frustration they feel when they can’t get the job done right, and that frustration has to guide every word you write.
Sure, your product is the solution, but that solution means jack if you don’t fully understand the problem.
The pain point and the product are two sides of the same coin.
Yin and yang.
Only when you get deep into their struggles can you write content that speaks directly to them, content that doesn’t just talk about fixing things but actually shows how it does.
And that’s what great SaaS content writing is all about.
In this guide, I’ll walk you through how to do exactly that.
Let’s dig in.
SaaS content writing tip #1: use comparison pages
Here’s why competitor comparison content works like a charm:
When someone Googles a keyword like asana vs trello or hubspot vs salesforce, they’re ready to make a decision.
They’ve got their wallet half out, and they’re actively hunting for answers about which tool is going to solve their problem best.
Your job is to give them those answers in a way that makes it crystal clear why your SaaS product is the right choice.
Weighing your product’s features against your competitor’s puts everything into perspective.
And that’s why comparison pages work so well.
But here’s the catch — if all you do is throw up a lazy feature list, you’ll lose your readers.
Comparison pages aren’t about saying, “we’ve got X number of features, and they’ve got Y.”
No one cares.
Instead, it’s about showing how your product solves specific problems your potential customer is struggling with — and more importantly, how it does it better than the competition.
Your goal is to make the decision feel like a no-brainer.
But there’s only one problem.
Not everyone is searching for your product by name.
You’re not HubSpot, Asana, or Trello.
So what do you do when people aren’t directly Googling your product vs. a big-name competitor?
You pivot.
You create comparison pages that target alternative keywords.
How to target alternative keywords
Alternative keywords are search terms that people use when they’re not comparing two products head-to-head, but instead, they’re looking for replacements.
Think of search terms like trello alternatives or hubspot alternatives.
These people aren’t searching for your product yet — but they’re dissatisfied with what they’re using and are on the hunt for something better.
These keywords give you a way to slip into the conversation, even if your SaaS company isn’t a household name.
And they work because they target people who are ready to jump ship from the big players —they just need you to show them why your solution is the right one to switch to.
So, how do you write a killer comparison page targeting alternative keywords? Here are a few practical tips:
1. Identify your ideal customer’s frustrations:
Start by figuring out what’s driving your potential customers to look for an alternative.
What’s got them fed up with Trello or HubSpot? Is it the price? The lack of features? The poor customer support?
Address those pain points head-on.
If your competitor’s customers are feeling ignored or overcharged, that’s your in.
2. Pick the right alternative keywords:
Use tools like SEMrush or Ahrefs to dig into search terms that people are using when they’re fed up with your competitors.
Focus on:
- “[Competitor] alternatives” (e.g., trello alternatives)
- “Best [product category] alternatives” (e.g., best crm alternatives)
- “Best software for [specific use case]” (e.g., best project management software for small teams)
These are the search terms you want to hit.
They don’t just help you attract people who are done with your competitor — they help you catch people who are ready to move on and are looking for something better.
Read my SaaS keyword research to learn more about finding SaaS keywords.
3. Address competitor pain points early:
Once you’ve nailed your keywords, don’t beat around the bush.
Address why people might be searching for alternatives right off the bat.
If the competitor’s product is overpriced, too complicated, or lacking features, point that out.
You want your readers to feel like you get their frustrations and have a solution.
4. Highlight unique strengths:
You’re not trying to be the next HubSpot or Asana — you’re offering something they can’t.
Maybe your pricing is more accessible, your interface is simpler, or your features are tailored to a specific audience.
Whatever it is, highlight what makes your product the smart alternative.
This is where you shine.
5. Use honest comparisons:
Be upfront about what your product does differently.
If the competitor has certain strengths that you don’t, that’s fine — just be honest about where your product excels.
If you’re more affordable but with fewer bells and whistles, say so.
People appreciate transparency, and that’s how you build trust.
6. Social proof and testimonials:
Nothing sells a product like happy customers.
If you’ve got testimonials from people who’ve switched over from a competitor, use them.
These are your strongest pieces of social proof, especially if they call out the exact reasons why your product is a better fit.
In my website user experience guide, I mentioned how I was impressed with the way HelpCrunch’s comparison pages used testimonials to nudge users to switch from their competitors.
Here’s an example of how they used testimonials to steal users from Intercom:
The anatomy of a good comparison page
Once you’ve got your keywords locked down, it’s time to build a persuasive comparison page.
Here are the key elements:
Headline:
Make your headline specific and clear.
Something like “Trello Alternatives: 5 Better Tools for Remote Teams” is much stronger than “Trello Alternatives.”
Specificity grabs attention.
Comparison table:
Start with a table that compares features, pricing, and customer support.
Keep it simple but impactful.
Make sure your product stays in view, and if you’re comparing multiple products, allow for side-scrolling.
Detailed feature breakdown:
Dive deep into how your product stacks up feature by feature.
Don’t just list them — explain why they matter for your target customer.
Pricing comparison:
Be transparent about pricing, and don’t be afraid to call out your competitors if they’re more expensive without offering more value.
Explain the ROI your product delivers for the price.
Customer testimonials:
If you’ve got customer testimonials — especially from people who’ve ditched the competition — use them to your advantage.
Social proof is powerful when it’s relatable.
Call to action (CTA):
Finish with a strong CTA that pushes the reader to take the next step, whether it’s signing up for a demo, starting a free trial, or talking to sales.
Be clear, be bold.
SaaS content writing tip #2: use Job-to-be-Done keywords
These aren’t your typical feature-focused, product-centric keywords.
Instead, they tap into the actual tasks, goals, or problems your customers are trying to solve — things they’d Google late at night when they’re overwhelmed, frustrated, and looking for a solution.
Let’s break it down.
What are Job-to-be-Done keywords
JTBD keywords are based on the concept that people don’t just buy products or services — they “hire” them to accomplish a specific job.
In other words, your customers aren’t just looking for a CRM with the most features; they’re looking for a CRM to solve the problem of customer churn or to help their sales team close more deals.
The features are just a means to an end — the job is what they’re really after.
When you write content around these jobs, you’re speaking directly to the pain points and goals of your customers.
It’s not about what your SaaS product does — it’s about what your product does for them.
How to write content for Job-to-be-Done keywords
So, how do you actually write content that targets these kinds of keywords? Here’s a playbook to follow:
1. Identify the job your product is “hired” for:
Start by getting crystal clear on what specific jobs your customers are trying to accomplish with your product.
Think beyond the surface.
If you’re selling a project management tool, the job isn’t just “managing projects.”
It’s likely more nuanced, like “reducing wasted time in meetings” or “making remote team collaboration easier.”
Talk to your customers and ask them questions like:
- What problem were you trying to solve when you started looking for a tool like ours
- How does our product make your life easier?
- What’s the main thing you use our product for?
You want to drill down into the underlying jobs that your product helps them achieve.
2. Frame your content around the job, not the features:
Once you’ve identified the jobs your customers are hiring your product for, it’s time to create content that speaks to those jobs.
Let’s say you’ve got a CRM, and one of the core jobs it helps with is improving customer retention.
You could write an article titled, “Top 5 Features of Our CRM.” But that’s going to attract people who are still in the research phase.
What you want is someone who’s actively looking to solve a problem right now.
So instead, you write: “How to Improve Customer Retention with a CRM.”
Notice the difference?
The second headline speaks directly to the job they want to get done.
It’s not about the CRM’s features — it’s about using the CRM to solve their retention problem.
3. Use actionable titles and headlines:
JTBD content titles should be laser-focused on solving a problem or achieving a goal. Here are a few formulas to keep in mind:
- “How to [Achieve Desired Outcome] with [Your Product]”
- “The Best Way to [Solve a Problem] for [Target Audience]”
- “X Strategies to [Get a Job Done] Using [Your Product]”
A CRM might have all sorts of useful features, but your customer doesn’t care about those features — they care about keeping their clients happy and coming back.
So instead of “CRM Features You’ll Love,” aim for something like, “5 Strategies to Increase Customer Retention with Your CRM.”
The goal is to hook your reader by showing them that this content will help them solve a problem or reach a goal.
4. Focus on practical solutions:
JTBD content should be practical and solution-oriented.
This is not the place for theoretical musings or abstract ideas.
You’re writing for someone who has a job they need done now.
Let’s stick with the CRM example.
If the job is improving customer retention, your content should offer step-by-step guidance on how to use your CRM to do that.
Walk them through setting up automated follow-ups, tracking engagement metrics, and analysing customer data to identify at-risk clients.
You’re giving them a roadmap, not just fluff.
5. Target specific JTBD keywords:
Here are a few examples:
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- “How to improve customer retention with a CRM”
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- “How to automate project management tasks”
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- “Best tools for team collaboration”
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- “How to reduce churn in SaaS businesses”
Notice these aren’t just product-related keywords—they’re problem-solving searches.
Use tools like SEMrush, Ahrefs, or AnswerThePublic to uncover the specific jobs your audience is searching for.
When you’re writing JTBD content, you want to focus on keywords that signal high buying intent.
Read my search intent guide for a simple breakdown on how to write content for different types of intent.
These keywords indicate that the user is looking to solve a specific problem. Here’s a list to get you started:
How to [Solve Problem] with [Your Product]
- Example: “How to improve customer retention with a CRM”
Best [Type of Product] for [Job or Outcome]
- Example: “Best CRM for small business customer retention”
[Product] to [Achieve Desired Outcome]
- Example: “CRM to reduce churn”
[Task] Automation Tools
- Example: “Project management automation tools”
[Task] Best Practices
- Example: “Customer retention best practices”
These keywords are gold because they target users who are searching with a clear goal in mind.
And when your content speaks to that goal, you’re more likely to capture their attention — and their business.
SaaS content writing tip #3: use stories and case studies
Nothing sells a solution quite like showing it in action.
It’s one thing to talk about what your product could do; it’s a whole different ballgame when you show what it has done.
That’s where customer stories and case studies come in.
Think of these like mini-movies, where your product is the hero that swoops in to save the day.
These real-world examples show your readers exactly how your product helped someone else accomplish the same job they’re trying to get done.
It makes everything tangible and relatable.
If you’ve got a customer who used your project management tool to improve their remote team’s workflow, don’t just bury that as a feature benefit on your product page.
Turn it into a story.
Write a case study titled: “How XYZ Company Improved Remote Collaboration Using [Your Product].”
Now your reader isn’t just imagining what your software might do — they’re seeing it in action, picturing themselves as the next success story.
Why customer stories work
People love stories.
And more importantly, people love stories they can see themselves in.
When you share how your product solved a real problem for a real person or company, it gives your audience something to latch onto.
It’s no longer about abstract features or functions.
It’s about, “If this product helped them, it can help me too.”
The more your audience can see their own struggles and goals mirrored in the success of your customer, the more they’ll trust your product to be the solution they’ve been searching for.
1. Focus on the Job to be Done
Every customer story should be tied to a specific job your product was hired for.
If your tool helped a company boost customer retention, highlight that.
Don’t just say, “They used our tool and loved it.”
Instead, say, “XYZ Company Reduced Customer Churn by 25% Using [Your Product].”
Get specific and show measurable impact.
2. Show the Before and After:
Paint a clear picture of where your customer started and where they ended up.
What was the problem they were dealing with?
How was it affecting their business?
Then, how did your product step in to solve that problem?
The more detailed, the better.
3. Give quantifiable results:
Numbers speak louder than words.
Include any data or metrics that show off the success your customer achieved with your product.
Maybe they cut project timelines in half or saw a 30% boost in productivity.
These are the results that make your case study powerful.
4. Use quotes from customers:
Let your customers do the talking.
Include direct quotes that capture their experience with your product.
Something like:
“Since using [Your Product], we’ve cut our meeting time by 40% and doubled our output.”
Real voices add credibility and authenticity to your story.
5. Make it visual:
A case study isn’t just about the words. Include images, charts, or even video testimonials if possible. This makes the story more engaging and easier to digest.
When you incorporate customer stories and case studies into your content, you’re doing more than just talking about your product — you’re showing how it works in the real world.
You’re putting proof behind your claims, giving potential customers something to trust.
They don’t have to imagine the value — they can see it in black and white (and ideally, with some great stats).
And that’s when your SaaS product stops being just another option in a crowded market.
It becomes the solution they’ve been searching for.
That’s all, folks. That’s all he wrote.
Thanks for reading.
