B2B, SaaS, and fintech companies often overuse technical jargon and stuff their websites with empty buzzwords. Instead of attracting customers, they confuse them. Or worse, turn them away.
So when everyone sounds the same, how do you stand out and show your value?
This blog will show you how to write clear, attention-grabbing copy.
You’ll learn how to speak to the right people and guide them from the top of your sales funnel all the way to the bottom.
1. It's time to leave the tech talk behind
When your messaging is full of jargon and buzzwords, you’re not impressing buyers. SaaS buyers are busy. Often overwhelmed. They are rarely won over by phrases like “outcome-based synergies” or “next-gen capabilities.”
What they really want to know is: Do you understand my problem? Can you help me solve it?
Leaving the tech talk behind means speaking in plain, human language. That makes your value clear to everyone involved in the buying decision—not just the techies.
That’s how you stand out in a sea of sameness.
❌ “Embedded Commerce with AI capabilities.”
❌ “Empowering strategic enablement at scale.”
❌ “Unlocking transformational value through integrated solutions.”
What do these actually mean?
More importantly: would your audience say those things?
Replace:
“Easily manage and automate complex payouts across multiple parties—without building your own system”
With:
For platforms that pay vendors, contractors, or creators.
Or:
Replace:
“Know exactly where your revenue’s coming from—instantly.”
With:
Real-time insights for SaaS finance teams to make faster decisions.
The more specific you are, the faster the right people know they’re in the right place.
2. How to write a hero section
Your hero section needs to answer three simple questions:
What is this?
Who is it for?
Why should I care?
If people can’t figure that out in a few seconds, they’ll leave. Start with a clear headline that says what your product or service is. Add a short subhead that explains how it helps or why it matters. Include a call to action so visitors know what to do next (like book a demo or see it in action).
Use words your customer would actually say, not buzzwords or vague slogans.
Tip: The fastest way to do this is by speaking with customers, running surveys, and reading your reviews. These give you the exact words your customers use.
The goal isn’t to sound clever. It’s to help people quickly understand what you do and why it’s for them.
3. Call Out Your Audience Directly
If your product is built for a specific buyer or business model, say so. When someone sees themselves in your copy, they’re more likely to keep reading.
Try phrases like:
Built for B2B SaaS companies with usage-based billing
For operations teams managing cross-border supplier payments
Trusted by CFOs, controllers, and compliance leads
If your product serves different roles or industries, structure the site so each group can easily find their path.
4. Use a Hook That Creates Interest
Strong landing pages often include a short line that gives people a reason to care. It can sit in the headline, subhead, or near the top.
Use the hook to:
Show a specific result:
“Reduce reconciliation time by 80%”
Handle a common objection:
“Set up in under 15 minutes—no IT required”
Add credibility:
“Used by 3 of the top 10 EU fintechs”
Create urgency:
“Stop relying on manual processes before audit season hits”
Real-world example:
SaaS hiring platform Tribepad updated their homepage hero section to clearly communicate their core value:
“Recruitment software built for public sector scale and complexity.”
With a clarified headline, subhead, and audience reference, they increased demo conversions by 120% and reduced bounce rate by nearly half.
The update helped align the website with what buyers actually needed to hear first.
5. Include a killer CTA
Your call to action should feel like the next obvious step.
In B2B, especially in fintech or technical SaaS, most visitors aren’t ready to buy right away.
Give them a clear, low-friction way to explore.
Examples:
“See How It Works” → leads to a product tour
“Get a Demo” → leads to a short form
“Explore Features” → scrolls to product section
“Download Overview” → links to a one-pager or PDF
Use active language. Avoid generic buttons. Match the CTA to what your visitor likely wants to do next.
6. Add Visual Support That Reinforces the Message
Visuals should support clarity—not distract from it.
Consider showing:
- A simple diagram of how the product fits into a workflow
- A screenshot with labels that highlight key benefits
- Recognizable client logos (with permission)
- A compliance or security badge, if relevant
- Avoid generic dashboards with no context.
- Show just enough to make the promise feel real.
7. Your Checklist for a High Converting Hero Section
- Headline: Clear about what the product is and why it matters
- Subhead: Adds helpful context and highlights the problem you solve
- Audience callout: Makes it obvious who this is for
- Hook: Shares proof, handles an objection, or creates urgency
- CTA: Invites the right action for where the buyer is in their journey
- Visual: Builds trust and understanding with real context
In Summary
Most people won’t stick around unless they quickly understand what you offer and why it matters to them.
Your job is to make that connection fast. Show them you get their problem. Then explain how your product solves it.
Skip the buzzwords. Keep it clear. Write like a human.
