I feel your pain – the key to B2B Saas web content writing

It’s only when you fully understand the problem you’re solving for your buyer, that your B2B Saas copywriter can write persuasive and engaging web content that turns puzzled prospects into lively leads. Whether your prospect or reader is already in some sort of organisational pain or simply looking to seize an opportunity, you need to know what they’re up against – and your web content must reflect that.

B2B decision-makers are busy folk that tackle lots of problems in their daily working life.  Every day they sit down at their desk, there’s already plenty on their mind and even more on their to-do list.

Taking stock of the problem

For a moment, just think about all these small and big problems fighting for headspace in your buyer’s mind. If the problem your solution solves is a big one, you have a major natural advantage as there’s a good chance this problem takes up a lot of thinking time. If it’s smaller in scale, it’s important you know the order of the problem in the life of your buyer – so don’t overinflate. Otherwise, it will look like you have no idea of your reader’s working world.

When buyers look at your website or other marketing materials, they must know that you feel their pain, and you are the one who can cure it. Before you can develop engaging content and materials to do just that, you’ll need to fully take stock of the problem you’re solving for your customer.

A few questions to help you understand your buyer’s pain points…

  • Is it a big problem? Does this ongoing issue waste lots of time, money and resources for people in the business? Is it is a barrier to growth and obstacle to market development? Or maybe it’s just a bit annoying and lower down their list of priorities. You need to be in regular conversation with your target audience and existing customers. And when you are, ask the questions that help you understand the scale of the issue.  How much time? How often? What are the knock-on impacts of inaction? In your content, you might even be able to use an external fact, research finding, or proof that captures the essence of the problem.
  • Who does it impact? Does this issue make life painful for your decision-maker, their boss, their team, or simply all of the above? It might impact one person’s workload or performance – or the pain could be shared by many across more than one department. Figure out who stands to gain the most from your solution when it’s applied to their day-to-day working life. This will show that you fully appreciate any internal pressure your buyer is under.
  • What does the before and after look like? Let’s say you have a solution that automates and streamlines a process that is often done manually. And your buyer is enduring a tedious situation where spreadsheets are being manually collected, inputted and analysed. If your solution is an online admin tool that handles this automatically, this saves lots of time and hassle. If your before is chaos and your after is enhanced productivity, you need to demonstrate to your buyer that this is a journey you can take them on.
  • Do you talk about the pain the way they do? Every industry has its own jargon and vernacular, where words can mean different things than elsewhere.  When using jargon in your web content, make sure it’s essential and use just enough to show that you know the industry but not too much that you alienate any readers. It’s a fine line but definitely one that is worth treading cautiously.  

For Saas providers, well-written web content that shows an understanding of specific organisational challenges or opportunities, can build a connection with your prospects and customers based on empathy, insight and understanding. Once you have a comprehensive understanding of what the problem is and why it’s such a big issue, it’s only then you can truly say that you feel their pain.