SaaS Websites: Is shorter copy really better?

Inside:

3 CRO-killing trends to avoid in your SaaS web copy
What was REALLY going on in the NNG study that suggested people don’t read online
5 factors for winning SaaS website copy
Yes, sometimes short copy is better than long copy
3 actions to improve your web copy performance

“It’s too long.”
Web copywriters get this feedback all the time.
But I suspect SaaS copywriters hear it most.
Because in the world of SaaS websites, short copy reigns supreme.
For example:

And:

Oh and this:

If you search long enough, you’ll find the rare SaaS website that uses somewhat longer

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How to write a landing page for problem-aware visitors

All the optimizing in the world can’t fix a landing page that doesn’t match your visitor’s expectations.

With the rising cost of PPC campaigns and the mad competition of organic search, the wrong messaging (especially at the top of the funnel) will lead to higher bounce rates than Ice Cube in the 90s. 

God that’s a solid reference. Anyway…

Landing pages should never be a one-size-fits-all experience.

Presenting the same message to everyone —  cold traffic, warm traffic, email subscribers,  long-time customers — is a good way to come across as tone-deaf.

And

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How a Unique Selling Proposition for Our Content Marketing Doubled Revenue

They say it takes 6-12 months for content marketing and SEO to “start working.”

Does that seem like a long time for you? It does to me…

John Bonini and his team at Litmus took six months before his traffic started to climb:

Marcus Sheridan was blogging on RiverPoolsandSpas.com and saw a traffic increase in six months. 

And that was by posting 2-3 times a week back in the SEO glory-days of years gone bye.

AND he was spending a crap-ton of money on PPC. 

(Do not confuse this with a metric ton. Or

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COVID Memes: Why we’re using laughter to get us through a pandemic

Timing. One of the cornerstones of humor. 

Nobody knows this better than Professor Sophie Scott, Director of the Institute of Cognitive Neuroscience at University College London. 

Scott and I were recently talking about her work on laughter and humor, when she muted her microphone to not cough in my ear. Seems like everyone needs to justify sneezing or coughing these days. “It’s hay fever, it’s not… well read the room hay fever, we’ve got enough going on.”

Not a week later, I read an article by SparkToro co-founder and CEO Rand

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Breakthrough-or-bust emails

Best practices create mediocrity.

That’s my take, at least.

It’s also Dilbert’s take, I’ve just discovered:

Something performs well a thousand years ago or twelve days ago, and it becomes a better practice. The repeated use of it turns it into a best practice – folks start to see it everywhere and think, Well, that’s gotta be THE way to do X. And then they start spreading that best practice in some part of their world, whether that’s within a five-person marketing department or across a 2000-person audience

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How I Turned Dozens of Bad Reviews into Hundreds of New Customers

Unhappy customers appear out of nowhere.

Usually online. Usually passionate. Usually vocal.

Nobody likes getting negative reviews. And I’m not advocating that you go out and try to stir some up. But here’s what a lot of people miss about getting bad reviews:

You can write some really great copy – and optimize your offers – using what unhappy customers tell you.

I did exactly that.

What I’m about to share works great for small businesses, freelancers, even established companies. If any of these scenarios rings a bill, you’ll want to

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The User-Centric Delight Audit for SaaS

What makes people love your product so much that they want to spread the word about it?

Is it clever marketing?

No. You can have the best marketing in the world, but it won’t always turn your customers into evangelists.

Is it price? I mean… we all love a good deal.

Sure, competing on price will make the bargain hunters happy, but it’s never a good idea to race to the bottom.

Is it celebrity/influencer endorsements?

Well, your product may look cooler if Justin Bieber is slinging it, but it’s not the surefire thing

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I’ve Helped Create 150+ Case Studies. Here’s (Almost) Everything I’ve Learned.

FLAMING HOT TAKE ALERT: creating case studies is like flossing.

(The dental hygiene version, not that idiotic dance kids are into these days.)

Everybody knows they should be doing it. Almost nobody does. And when they finally do, it’s a painful, bloody, but oddly rewarding experience that has them vowing to do it again soon.

Because it just so happens that case studies are the single most powerful sales asset you can possibly have.

And I’m not exaggerating.

“Bold Claim, Klettke. Can You Back it Up?”

Abso-friggin-lutely.

Let’s start with the psychology behind

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Inclusive Buyer Personas: Where new product ideas live and growth happens

Cutting a piece of paper seems like a simple enough task.
But for much of my childhood, I got anxiety every time I had to do it.
From the time I was in kindergarten, any piece of paper I cut looked a hot mess.
The problem? I’m left-handed. And most scissors are made for people to use their right hands to cut. So if you use “traditional” scissors with your left hand, your paper ends up looking like this:

As a kindergartener with perfectionist tendencies, I thought something was wrong with me.

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Forget the Images: Long Facebook Ad Copy Works

Famous American investor Jim Rogers took a trip to Ethiopia.
It was during one of the worst famines in recorded history.
Foreign assistance to Ethiopia was, according to Rogers, commendable… but destined to fail.
See, 3 million Ethiopians were starving. But the country produced enough food to feed 60 million people.
They didn’t necessarily need more food.
They needed an infrastructure to carry the food they had from the rainforest to the desert.
So what’s that got to do with Facebook ads?
FB advertisers find themselves in similar situations when trying to troubleshoot ad campaigns

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