SaaS Providers are these common website mistakes making your prospects BOUNCE?

The other day, SaaS companies to warm email and these common website mistakes kept occurring. It was an amazing to discover how many IT service providers websites content was outright dull, poor quality images, and copywriting that belonged in a direct response mailer.

Ya’ know what I’m saying-The quick hitting hard sale because your time is running out NOW!


Most of the rough spots center around language. It was styled for the “hard sell,” and was too technological. Sales hype and jargon doesn’t connect you with your audience


You’d think in 2018, with people like Jeff Bullas, Neil Patel, and Nick Usborne pleading with their readers to give their reader a valuable, exciting, and a relatable experience while visiting their digital home.

Instead, I found, thin websites that lack excitement, language that’s not understood, and lackluster content litter the web.

Does your website look like it was written in 1991?

Does the quality of your content lack natural language, failing to find solutions for your audience, missing the connection with your audience? I’ve got the screenshots to prove it, but I won’t post them here. Email if you need to know.


Here are some of the recurring website flaws I saw that aren’t turning readers onto leads, and some suggestions on how to change it:

1. Content

Your website is a representation of your business. The content you publish has to shout about your ability to solve and relate to the challenges your readers regularly face.


Everything you read or hear about SEO (Search Engine Optimization) today, starts and ends with Providing Quality Purposeful Content. (Sigh)


Here’s something to think about. The post you’re reading is helping SaaS (Software as a Service) companies to change their websites from chasing prospects away to a tool that functions as a lead generating machine.


By providing consistent, purposeful content, you not only start to climb in search engine rankings. Be perceived as a leader and innovator in your industry by consistently publishing easily digested blog posts, press releases and case studies.


The quick fixes to improve this flaw:

  • Create a content marketing strategy, a calendar, and outline the solutions that you can provide to your specific audience
  • Pay attention to weaknesses such as bandwidth limitations. If you don’t have the time to keep up with your schedule find someone who does. Doing this may prevent a new prospect from feeling you lack empathy to their needs.
  • Get help where it’s needed. OUTSOURCE if you don’t have the bandwidth to publish exciting content consistently.

2. A Conversational Tone

Recently I’ve read title tags and subheads that loose depth and meaning because the writer isn’t using everyday language.

I found that the writer responsible for writing marketing messages to use the language heard in your office- not that of your reader.

Does your sales message come on too quickly? If you aim to provide quality content the content needs to be understood and engaging. Leave out the marketing hype, the industry jargon and bring it to the customers’ level.


This example screenshot of SaaS common website mistake due provided by, Steven Wertzbaugher. Posted in a Facebook group whose purpose is to keep copywriters producing content that’s conversational in tone.

The screenshot below evidently fails to stay true to the conversational copy manifesto.


When you’re the audience is researched well you can’t possibly write in a language familiar to them. Or maybe you feel pressured to write reams of jargon and unnecessary information to overcompensate or sound like you know what you’re talking about. This sort of writing does turn off your readers and shut down potential leads.

Conversational Copywriting advocate, Nick Usborne, believes that when you remove the sales element and ‘Hype” from your content marketing, you reach your audience on a level that builds relationships and trust.

  • Fix your content by introducing a human element:
  • Speak to a person to person tone.
  • Remove the hard-hitting sales element from your content.
  • Create a natural sense of care and concern by meeting the reader on their level of interest.
  • Use relatable stories to help readers identify with your service or product.
  • Keep It Simple Silly (known as the KISS method. FTR: I’m not about calling anyone stupid which the last ‘S” in KISS usually means, so if you agree let’s start a movement. Join me in -Make KISS more kind by removing the’S’ from Stupid to Silly Movement : )
  • Understand and research your topic extensively, so you can explain in its simple terms.

3. Audience


Misjudging your audience guarantees minimal return visits with traffic that eventually trickles to a halt. A faulty or erroneous grasp on your audience demographics makes it difficult to anticipate their needs and leads to alienating readers as well as loss of potential customers. Avoid this website mistake by researching your audience.

Know who’s visiting your website. Once you understand the defining characteristics of your audience, your content will become more intimate. Valuable. Purposeful.

Research your audience. Study who your actual customer is. Knowing your audience allows you to understand and relate to what challenges they’re facing. Become familiar with how your product or service provides answers to their questions and solutions to their problems.

Pack your content with solutions

The fix:

  • Ask questions
  • Reach out to your audience find out what keeps them awake at night.
  • Use surveys on web and landing pages
  • Place a specific call to action (CTA) at the end of your blog posts
  • Email your list and ask how you can help

Provide solutions

  • Create content that is consumer based
  • Write blog posts that solve specific challenges
  • Always put your audience first

Once you start writing solution-based content, your readers will feel more connected to you because you’re able to see their challenges and help resolve them. 

4. Trust and Transparency


Is your web-content failing to provide value to your readers? Are you missing connections with your readers, even though you’ve done outstanding research?

Once you’ve researched your audience and knew their needs, the hard part is over. All you need to do is address each challenge from a client-centered perspective.

Your goal is to illustrate your care and concern. Mindfully publish valuable content. Focus on the gently nudging the reader into understanding how your product or service will meet their needs. Be able to provide detailed answers to the challenges your audience faces.

A few quick fixes:

  • Give highly detailed answers to readers challenges
  • Reply to comments personally
  • Be the one to help your readers first

Make your free content upgrades, white papers and email marketing as useful as the products you sell.



5.  Stand-out

Do you forget to mark your brand as unique, exciting, and recognizable?

When new leads land on your website you don’t have long (3-7 seconds) to engage them. Are you missing the opportunity for a unique selling proposition (USP) to provide a value message to get your prospects excited?

Taking pride in your website is just as important to you as it is to your user.

A way to start to fix your digital home for user experience is to do a quick audit:

  • Is your website tagline ultra-specific? Read your tagline out loud to see if it explains to your user what it is you do.
    Web-Copy; try not to be coy. Be creative, but exercise brevity and purpose.
  • Images: Do your images illustrate your company’s purpose and highlight your humanity?
    Use H1, H2, and Meta tags correctly.
  • Make sure these elements are optimized
  • Navigation: Is your site easy to navigate? Make sure your users can find the information they seek.

Wrapping it up

Take time to look for this common website mistakes and make it relevant to the traffic landing on your homepage or blog. Take pride in providing a purposeful user experience. Don’t bore your readers with fluff and vague information, nor outright irritate them because of your website navigation sucks.

Your website needs to convey the message that working with you is enjoyable. Take the time to plan your website and content marketing strategy to gently push your leads towards your CTA (HIRE ME).

What other improvements can you make to fix website mistakes and provide your users with useful experiences?


SaaS providers: Not enough time to keep writing purposeful content consistently.

Contact me and let’s fix your common website mistakes

Need to fix website mistakes, publish consistent content, or just ask a question

6 + 9 =

More about conversational copywriting and the movement’s manifesto here