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Simple copy doesn't mean your product is simple. It means your explanation is doing its job.
Let's be honest: some products are genuinely complex. Some may involve technical features, integrations, automation, data, and processes that aren't always easy to explain.
But here's the thing: your audience shouldn't need a technical background just to understand why your product is useful.
Take this example:
Technical explanation:
"Our platform uses API integrations and automated data synchronization to consolidate information across multiple business applications."
For a layperson this may sound like a big, structured nothing. One thing that I learned while bartending is that your client should only know the necessary.
Why give a technical explanation to someone looking for a solution? Always be careful to not throw too much information at the client.
Now, with that in mind, let's make it clearer:
"Connect your business tools and keep your data updated automatically, all in one place."
See the difference?
The second version is easier to understand, but it still communicates what the feature does. It doesn't remove the technical value; it makes that value easier to grasp.
That's what effective SaaS copywriting should do: translate technical features into clear, meaningful explanations without sacrificing accuracy.
It's about knowing what information matters, what your audience needs to understand, and how to communicate it without unnecessary complexity.
Clarity isn't the enemy of technical detail. It's what makes technical detail useful.
What's harder in your experience: understanding a complex product or explaining it in simple terms?
Such a good point about simple copy.
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Your feature sounds impressive... So what?
I think this is one of the most useful questions in copywriting.
It's easy to describe what a product does. The real challenge is explaining why it matters to the person reading your copy.
Let's say you're writing for a SaaS platform:
Feature: “Our platform offers automated reporting.”
So what?
"It reduces the time spent compiling data manually."
So what?
"Your team spends less time building reports and more time making decisions."
Now we're getting somewhere.
This is the “So what?” test: a simple copywriting exercise that helps you move from product features to meaningful customer benefits.
But a feature isn't useless copy. Features can be important, especially in SaaS, where buyers need to understand what a product actually does. But without explaining the value behind them, your messaging may leave readers doing the work of connecting the dots.
Good copywriting makes that connection clear.
Don't just tell people what your product can do. Show them why it matters.
Next time you write a feature statement, ask yourself: “So what?” Would your answer make your audience care?
I think one of the biggest mistakes in SEO content writing is treating a keyword as the entire strategy.
Finding a relevant keyword is important, of course. But knowing what people search for is only the first step. You also need to understand why they're searching.
Here's my go-to approach for turning a keyword into a useful article outline:
- Identify the search intent. Is the reader looking for information, comparing options, or ready to take action?
- Find the main question. What does the reader actually want to know?
- Organize relevant subtopics. What information would help them understand the subject fully?
- Build descriptive headings. Use clear H2s and H3s that guide the reader through the article naturally.
The keyword should help shape the content, not dictate every sentence.
Good SEO article writing is about creating content that matches search intent, answers questions clearly, and provides genuine value.
Because ranking is great, we all agree on that, but being the answer someone was looking for is even better.
When you plan an SEO blog article, do you start with the keyword or the search intent?
100% — Keyword is the topic, intent is the strategy.
I work with Illinois restaurants on Local SEO and the same keyword "restaurant near me" has 3 intents: hungry now, comparing, planning. Writing one article for all 3 = 0 bookings.
I always start with intent, then pick the keyword to match it. You?
The first thing I created for LedgerFlow wasn't a screen.
It was a set of questions.
I'm kicking off a new concept project: **LedgerFlow, an accounting and financial management SaaS platform for small businesses, freelancers and independent business owners.
The goal is to design a website that helps visitors understand what the product does, how it helps their business, and why they should book a demo.
But before opening Figma, I needed to understand the business.
So I created a website discovery and brand strategy questionnaire.
It covers:
→ Brand vision and business goals.
→ Target audience.
→ Website goals and user experience.
→ Branding and visual direction.
→ Services and offers.
→ Project direction and logistics.
I want to understand things like:
Who exactly are we designing for?
What problem does the product solve?
What makes it different from traditional accounting software?
What should visitors understand within the first few seconds?
And what would make them confident enough to book a demo?
Because the answers will influence the website's messaging, content, visual hierarchy and calls to action.
You can't design a clear experience when you don't understand what the business needs to communicate.
LedgerFlow is a concept project, but I'm treating the process like a real client engagement.
I'll be sharing the journey from discovery to website structure, UI design and Webflow development.
And if you're building a SaaS product or need a website that communicates your business value clearly, I'm open to website design and Webflow projects.
Let's talk about what you're building. 🤝
Starting with a discovery questionnaire instead of a screen is how good briefs begin, and "explain what LedgerFlow does in the first seconds" is the right goal to design around. Will the answers become a one page brief?