I identified 5 questions people have when visiting a SaaS website.

If the website fails to deliver the answers, visitors will leave without exploring the product.

These are the questions:

Q1. What’s that?

To answer this question, simply state what your software does. Add who this product is for.

Include the answer in the hero section. This will make it easier for users to process the rest of the information as they scroll.

Warning ❗

I’d avoid using proprietary categories that are unfamiliar to users. If it’s a CRM, just say it. Don’t try to make it sound sophisticated by inventing a different name for this type of software.

The answer to this question anchors website visitors. It helps them create a mental ‘space’ for your software.

Using familiar terms will let them quickly fit your software within their existing knowledge map.

This way they may feel more comfortable continuing their exploration.

Q2. Why do I need it?

I always insist on letting the product speak for itself. But SaaS messaging is also about persuasion and keeping the interest alive. People’s desire to learn more is a combination of the ease of exploration and perceived value.

Present your product’s value points as early as possible.

Help them connect the dots so they can visualize how your software addresses their needs. Make them see how your software fits their specific scenario.

This will make your product relatable right from the start.

Q3. How is it structured?

Your website should mirror the structure of your software.

That’s especially true for complex software. Otherwise, people may find it difficult to discover the product capabilities.

I usually base the website architecture on the software structure. This structure may include modules, features, and sub-features.

• Modules are top-level containers representing main functionalities.
• Features are major functional areas within modules.
• Sub-features are specific capabilities within features.

The breakdown gives me an idea of what pages I should create and what they should include.

Communicating the software’s structure through a clear hierarchy of capabilities helps visitors:

• Form a quick mental map of your platform
• Understand how it fits into their existing workflows
• See the logical connections between different parts

Think of it like giving someone a floor plan before they explore a building. They’ll know exactly where they are and where they can go next.

Q4. How does it work?

That’s the nitty-gritty part. Obviously, your website shouldn’t be a knowledge base center.

But you must show visitors how they can accomplish their tasks with your software. This lets them evaluate both the functionality and complexity of your platform.

Warning ❗

Clunky operational messaging may create the false perception that your software is difficult.

Q5. How is it better?

That’s the differentiation part. It must reassure people that choosing you over other options is a good purchase decision.

People feel good when they think they made the ‘right’ choice. So use this opportunity to convince them that your software is the ‘right’ choice.

This answer may be the final nudge they need to move forward with a demo or free trial.

And that’s basically it.

Use this simple, 5-question blueprint when working on your website copy.

And remember, SaaS messaging isn’t just about persuasion. Provide visitors with the right context first, then work on the persuasive elements.