I have one non-negotiable rule when working on SaaS messaging: Forget about messaging, focus on taxonomy.

Software taxonomy is at the core of SaaS messaging. You can’t write product copy or demo scripts without understanding how the software is built.

But first things first.

What’s software taxonomy?

Taxonomy answers two questions:

1. How you organize your software’s capabilities
2. How you name those capabilities

Ideally, software taxonomy should match users’ mental models and natural workflows.

You must group and name your software’s capabilities in a way that makes sense to them.

For example, you can’t place 'Content Scheduling' under 'User Insights'—these belong to separate concepts. Users expect scheduling tools to be grouped with content management, not audience analysis.

On the other hand, you can’t use names like 'Timeline Manager' for content scheduling. It’s unclear if this refers to scheduling posts, tracking project deadlines, or something else.

Software taxonomy matters in SaaS messaging because it: 

• Shapes how you structure product info on the website. If you group capabilities illogically, you may end up with a poor info architecture.
• Guides product storytelling. How you organize features must reveal each problem your software solves in a sequential, logical way.
• Defines your positioning. Your structure shows what capabilities you prioritize versus your competitors.
• Determines how intuitive your product feels. When taxonomy aligns with how users think—and this is reflected in the messaging—everything just ‘clicks.’
• Creates a shared vocabulary for your Product, Marketing, Sales, CS, and CX teams.

Clear taxonomy equals clear messaging.

However, to my surprise, I often discover that SaaS companies ignore taxonomy. As a result, this translates into:

• A disorganized structure
• Confusing hierarchy
• Unintuitive classification
• Inconsistent terminology
• Fragmented labeling

And all this will obviously impact SaaS messaging. We can’t do miracles with messaging to compensate for poor taxonomy.

That’s why I obsess so much over taxonomy. And if necessary, I may suggest a reshuffle. I can regroup or rename capabilities until they tell a logical story.

Because clear taxonomy equals clear messaging.

And to do that, I follow a simple formula.

Organizing software capabilities

When organizing or grouping software capabilities, I go from big to small.

1. I first define the modules, self-contained units representing core areas of the software.
2. Then, I list all features or key capabilities a module contains.
3. Next, I add the sub-features or specialized functions within each feature.
4. Finally, I include the actions or the tasks that users or the system can execute.

The ‘from big to small’ approach matches how people naturally think about complex systems.

This makes it easier for them to understand the ‘big picture.’

Naming software capabilities

When naming software capabilities, I focus on purpose.

1. For modules, I use broad, high-level nouns. The names should be general and reflect the wide range of functionalities. E.g., knowledge repository.
2. For features, I use functional nouns focused on specific capabilities or primary tasks. E.g., document management.
3. For sub-features, I use descriptive nouns that indicate specialized or secondary functions. E.g., storage center, version control.
4. For actions, I use verb-based commands that represent user or system-executable tasks. E.g.,  upload document, create document, edit document, delete document.

Names should indicate what specific software elements do. This prevents confusion about functionality, reducing the cognitive load.

Good software taxonomy results in clear, well-structured messaging.

This messaging should bridge the gap between the software’s structure and users’ expectations. It also reduces the need for lengthy explanations. Plus, it creates consistency, which makes the software feel cohesive and intuitive.

So never skip taxonomy.

This can make or break your SaaS messaging.