---
id: seed:copy-patterns/saas-landing
title: SaaS landing page copy patterns
source_type: seed_copy
priority: warm
---

SaaS landing pages convert on three things: clarity of value, evidence it works, and lowered friction at the CTA. Copy patterns that win:

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**Hero headline patterns:**

| Pattern Type | Template | Example |
|--------------|----------|---------|
| Outcome verb + audience | "{Verb} {outcome}. Without {constraint}." | "Ship faster. Without breaking prod." |
| Status quo destroyed | "The {category} that doesn't {pain point}." | "The CRM that doesn't fight you back." |
| Comparison primer | "{Brand} for {new audience}." | "Stripe for HR." |
| Numbered claim | "Cut {problem} from {old} to {new}." | "Cut onboarding from 6 weeks to 4 days." |
| Authority transfer | "{Proof}. That's why we {claim}." | "50M deployments. Zero failures this quarter." |
| Role-qualified | "For {audience} who {need}." | "For engineers who've lost sleep over failed releases." |

Avoid: "Welcome to {Product}." "The world's leading {category}." Generic openers waste the most valuable real estate on the page.

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**Subhead patterns:**

The subhead names the AUDIENCE and the MECHANISM.

| Headline Type | Subhead Pattern | Example |
|---------------|-----------------|---------|
| Outcome verb | "For {audience} — {mechanism}." | "For engineering teams shipping daily — automated rollback on every release." |
| Status quo destroyed | "Why teams switch from {incumbent}." | "Why growth teams switch from spreadsheets." |
| Comparison primer | "Same {value}. New {audience}." | "Same Stripe simplicity. Built for startups." |
| Numbered claim | "Based on data from {N} {audience}." | "Based on 14,000 engineering teams' deployment data." |

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**Feature copy patterns:**

**Feature headline templates:**
- Noun phrase, not verb: "Real-time collaboration", not "Collaborate in real time."
- Outcome-led: "Cut deploy time by 80%", not "Faster deployments"
- Specific, not generic: "Two-click Slack integration", not "Slack integration"

**Feature body templates:**
1. Lead with outcome, follow with mechanism:
   "Cut your weekly reporting from 4 hours to 15 minutes. Connect once to your data sources and our platform automatically builds the dashboards your team checks every morning."

2. Problem-agitate-solve:
   "Still manually updating spreadsheets before every meeting? Our integration pulls live data from all your tools — no more stale reports."

3. Social proof tie-in:
   "Used by 8,000+ teams to eliminate 3 hours of manual work weekly. Here's how."

**Feature card anti-patterns:**
- Bad: "Powerful integrations" / "Connect with all your favorite tools."
- Good: "Two-click Slack integration" / "Pushes deploys, alerts, and PR reviews to the right channel — no Zapier glue."
- Bad: "Advanced analytics"
- Good: "See exactly where time goes. 50+ pre-built dashboards. Real-time sync."

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**Pricing tier naming conventions:**

| Naming Style | Example | Best For |
|--------------|---------|----------|
| Functional | Starter / Pro / Business / Enterprise | Clear progression, B2B |
| Team-size | Solo / Team / Company / Enterprise | SMB, startup-focused |
| Outcome | Hobby / Growth / Scale | Developer tools, SaaS |
| Minimal | Free / Pro / Business | Consumer-adjacent |

Avoid cute names ("Stardust", "Voyager") — visitors can't infer order. The tier name should make the audience obvious.

**Pricing tier headline patterns:**
- "Everything you need to start" (Starter)
- "For teams ready to scale" (Pro)
- "Advanced features for serious growth" (Business)
- "Custom solution for enterprises" (Enterprise)

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**CTA verb hierarchy by funnel stage:**

| Stage | CTA Verbs | Example Placement |
|-------|-----------|-------------------|
| Top-of-funnel | "Start free", "Try free", "Sign up" | Hero section, above fold |
| Mid-funnel | "Start free trial", "Get started", "Try it risk-free" | After feature section |
| Bottom-funnel | "Book a demo", "Talk to sales", "Get a quote" | Pricing section, page end |
| Returning visitor | "Continue setup", "Finish setup", "Pick up where you left off" | Dashboard CTAs |

Match the verb to the conversion intent of the section. The hero's CTA is almost always top-of-funnel; the bottom CTA can be bottom-of-funnel if the page is long.

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**Risk-reducer lines by product type:**

| Product Type | Risk Reducers |
|--------------|---------------|
| Free trial (no card) | "No credit card required. Start in 30 seconds." |
| Paid trial | "14-day free trial. Cancel anytime." |
| Subscription | "Cancel anytime. No long-term contracts." |
| One-time purchase | "30-day money-back guarantee. No questions asked." |
| Enterprise SaaS | "SOC 2 compliant. 99.99% uptime SLA." |
| Developer tool | "Deploy in production free. No time limit." |

Place directly under or beside the primary CTA, in smaller, secondary type.

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**Social proof patterns:**

- **Customer count**: "Trusted by 14,000+ teams worldwide" (verifiable + round)
- **Named testimonials**: Include photo + name + role + company + specific outcome
- **Logo strip**: 5–8 recognizable logos, monochrome, horizontally scrollable on mobile
- **G2/Capterra widget**: Actual star rating with review count — never fake
- **Press mentions**: "Featured in TechCrunch, Product Hunt #1"

**Testimonial copy templates:**
1. Problem-solution-outcome: "We were spending 6 hours weekly on {problem}. After switching to {product}, that dropped to 45 minutes. That's {X} hours saved per month."
2. Quote with metric: "{Product} helped us cut {metric} by {X}% in {timeframe}. The ROI was clear within the first month."
3. Role-qualified: "As a {role} at {company type}, I needed {capability}. {product} delivered that and more."

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**FAQ copy patterns for SaaS:**

**Common questions to address:**
1. "How long does it take to get started?"
2. "Can I import data from {competitor}?"
3. "What happens when my trial ends?"
4. "Is there a free plan?"
5. "How does pricing scale with my team?"

**FAQ answer patterns:**
- Lead with the answer (don't bury it)
- Include specific numbers and timeframes
- Add a soft CTA if relevant: "Questions? Chat with us."

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**Objection handling copy:**

| Objection | Copy Response |
|-----------|---------------|
| "Too expensive" | "Teams of 10 pay $149/month. That's $15 per person. Most users report paying for themselves within the first month." |
| "Don't need all features" | "Starter plan has everything most teams need. Upgrade only when you outgrow it." |
| "Will my team actually use it?" | "Avg. team gets fully set up in 2 hours. 92% weekly active usage within 30 days." |
| "Similar to {competitor}" | "Built on {differentiator}. {N}+ teams migrated from {competitor} in Q3 alone." |

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**Tone guidelines:**

- **Conversational but professional**
- Use "you" and "your team"
- Write like you're explaining to a smart colleague
- Specific numbers beat vague claims ("3 weeks" not "a few weeks")
- Active voice ("We deliver" not "Delivery is achieved")
- Contractions are fine (you're, don't, it's)
- Avoid emoji in professional contexts