When I analyze SaaS websites, I often see the same patterns: strong products, but messaging that doesn’t make it clear why the user should choose them. It’s not always the design or the tech that’s the problem – it’s the communication.

In this edition, I go through three messaging mistakes I often see on SaaS websites, and what you can actually do to avoid them.

1) Generic value propositions

If your headline could be used on almost any SaaS website, it doesn’t create any real understanding. Phrases like “Improve productivity” or “Smarter workflows” say nothing about what you do, how you do it, or who you do it for.

Solution: Make the message concrete and targeted. Example: “Understand your SaaS marketing performance in minutes.” You could make it even clearer by adding “B2B SaaS.” Or by adding “All your marketing in one place.” In general, it’s a good idea to check whether you’ve mentioned:

• The audience (SaaS)
• The specific area (marketing performance)
• The value (understand it)
• The timeframe (in minutes)
• Concreteness (no buzzwords)

There are many options and it will always be unique for each SaaS – and it’s something you need to test.

2) Focus on features instead of outcomes

Many SaaS websites list features without connecting them to the value the user gets. “Automated reporting dashboards” is a feature, but it doesn’t say anything about the outcome.

Solution: Translate features into results. If a feature doesn’t clearly lead to an outcome the user wants, it doesn’t belong in the hero section.

3) Internal language instead of the customer’s

Messaging is often written using internal terms and product language. That can create confusion, because users don’t think in “modules,” “intelligence layers,” or “workflow automation.”

Solution: Use your customer’s words, not your own. Write down how your users describe their problem in conversations, tests, or support. Use this directly in your messaging.

The Decoding Gap

A gap appears between what you want to communicate and what your user actually understands. The smaller this gap is, the faster the user can decide whether your product is relevant.

A good question to ask:
“Does a new visitor understand this without context or prior knowledge?”

What you can do today

Go through your hero section and remove all concepts that require extra explanation. Replace them with concrete descriptions of what the user achieves by using your SaaS.

If you want three concrete suggestions for improving the messaging on your website, send me a DM with your link.

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