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Stella Mwangi

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How to Translate Technical SaaS Jargon into Simple, Engaging Content

Stella Mwangi

Freelance B2B Tech & SaaS Writer | Content Marketing Specialist | Long-Form Blog Posts, Case Studies, and White Papers That Drive Conversions | SEO Specialist

October 24, 2024

Let me guess…

You've built a fantastic SaaS product packed with powerful features and cutting-edge technology. But there's one problem—you're struggling to explain it in a way that resonates with your audience.

Does this sound familiar?

If so, you're not alone. The struggle to translate technical jargon into simple, engaging content is a common challenge among SaaS companies like yours. It's a hurdle that many of us face, but one that can be overcome with the right strategies.

But here's the kicker: simplifying your content doesn't mean dumbing it down. In fact, done right, it can make your brand more approachable, build trust, and skyrocket conversions. This transformation can bring a new level of engagement and understanding to your audience, leading to a more successful business.

So, how do you simplify complex SaaS language without losing critical information?

Let's break it down.

Why Simplifying SaaS Jargon is Crucial for Business Growth

Here's the thing: if your audience can't understand what you're selling, they won't buy it. Period.

The truth is, nobody likes to feel confused when trying to understand a product—especially a technical one. A study by the Nielsen Norman Group found that people read just 20-28% of the words on a web page. So, you don't have much time to make your message clear.

And if you're speaking in complex, jargon-filled language? You've already lost them.

Ann Handley, one of the biggest names in content marketing, puts it perfectly:

"People won't remember what you said, but they'll remember how you made them feel."

If your audience feels confused, frustrated, or overwhelmed by your content, they won't stick around. But if they feel like they're getting real value and clarity from your messaging, they're more likely to engage—and ultimately, convert.

Is Simplifying the Same as Dumbing Down?

Here's the misconception I see all the time: people think that simplifying their content means dumbing it down.

But nothing could be further from the truth.

Let me ask you something: Would you rather read an article full of technical buzzwords and acronyms or one that explains things clearly and gets straight to the point?

Yeah, me too.

Simplifying isn't about stripping away the technical details. It's about presenting those details in a way that's easy to understand without losing their value. You can simplify your content without compromising its technical integrity, and we'll show you how.

Example:

Original Version:

"Our platform leverages machine learning algorithms to enhance cross-functional collaboration and optimize workflows."

Simplified Version:

"Our platform uses AI to help teams work better together and get more done."

Same message. Simpler words. Still effective.

Want to Simplify Your SaaS Jargon? Here's How

So, how do you start translating technical jargon into simple, engaging content? Let's get into the actionable steps you can take right now:

1. Use Plain Language

Remember: if a 10-year-old can't understand it, it's probably too complex. Swap out technical terms for plain language.

Instead of "utilize," say "use."

Instead of "optimize," say "improve."

Simple changes, big results.

Even the U.S. government figured this out when they passed the Plain Writing Act of 2010, which requires government documents to be written in plain language. If plain language can work for the government, it can definitely work for SaaS.

2. Analogies Are Your Best Friend

People love analogies. They help your audience visualize something unfamiliar in terms of something they already know.

For example, instead of diving into the nitty-gritty of cloud storage architecture, you could say:

"Cloud storage is like renting space in a virtual warehouse where you can store your files safely."

Doesn't that make things clearer?

3. Break It Down into Steps

Here's a secret: people love step-by-step instructions. If you're explaining something technical, break it down into smaller chunks or steps. Use bullet points or numbered lists to guide them through each part of the process.

For example, explaining how an API works could look like this:

What's an API? It's like a messenger that lets two apps talk to each other.

How does it work? When you click a button, the API sends a request, and then...

Why does it matter? APIs help apps integrate, meaning you can do more with less effort.

This way, you're holding your reader's hand and walking them through the concept, bit by bit.

4. Visual Aids Can Save the Day

Words are powerful, but images can make everything even clearer. A well-placed infographic, diagram, or flowchart can help your readers understand complex ideas more quickly. In fact, research shows that visuals can increase comprehension by up to 400%!

So, next time you're explaining how your software works, ask yourself: "Can I show this with a visual?"

How to Simplify Without Losing Technical Integrity

You might be wondering: "Can I simplify my content without losing the technical details?"

The answer is: absolutely!

Here's how to do it:

Create a Two-Tiered System: Offer a simplified version of your content for the general reader but include more detailed, technical sections for those who want to dive deeper. This way, you're serving both audiences. For instance, you can start with a brief overview of your product's features and then provide a link to a more technical document or a 'Learn More' section for those who want to understand the underlying technology.

Link to More In-Depth Resources: If you need to keep things brief but don't want to lose technical depth, link to supporting resources like technical guides or case studies. That way, curious readers can explore more if they wish.

Take Zapier, for example. Their content is clean, simple, and easy to understand, but they always provide links to tutorials or API documentation for those who want to explore it further.

Examples of SaaS Companies Nailing This

Want to see this strategy in action? Here are two SaaS companies that are masters at simplifying complex content:

1. Slack

Slack is packed with features, but you'd never know it from how clear and straightforward its messaging is. Its content is designed to be understandable by anyone, from non-tech-savvy users to hardcore developers: simple words, relatable examples, and clean visuals.

2. Dropbox

When Dropbox explains cloud storage, they don't throw technical jargon at you. Instead, they use phrases like "store your files in the cloud." Simple, practical, and clear.

These brands prove that simple, engaging content is more powerful than jargon-heavy descriptions.

Ready to Simplify Your SaaS Content?

Here's the bottom line: If your audience can't understand what you're saying, they'll never buy what you're selling.

By translating technical SaaS jargon into simple, engaging content, you'll not only broaden your audience but also boost conversions.

And remember, simplifying doesn't mean dumbing down. It's about making your content clear, relatable, and valuable to your readers.

So, are you ready to transform your SaaS content and reach more people? Let's connect! I'd love to help you craft content that's informative, engaging, relatable, and easy to understand.

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Posted Nov 20, 2024

Thought-leader LinkedIn article to offer B2B/SaaS founders and content marketers advice on simplifying complex technical terms to make content more engaging.

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