Lead Nurturing 101: Mastering SaaS Content Writing Services

Lead Nurturing 101 Mastering SaaS Content Writing Services

Do you want to take your content to the next level? Our crew can help! Request a free sample of 5,000 words, or speak with a founder.

Converting leads from prospective to sales is a challenge for many businesses. Generating high-quality leads is already a struggle, but guiding them successfully through the buyer’s journey is a challenge on its own. That’s why lead nurturing is becoming more crucial than ever. Engaging with clients and providing support and information is vital. That’s where content creation plays an important part.

In this article, we’ll be taking a closer look at the role of SaaS content writing in the lead nurturing process. We’ll explore how different content can be used across the various stages in your lead nurturing funnel.

Did you know companies that do well in lead nurturing generate 50% more sales-ready leads [Hubspot]? Keeping this in mind, can you afford to miss this opportunity to increase your conversions? High-quality and strategic content play an important part in effectively nurturing leads. Captain Words specializes in SaaS content writing and can help businesses convert more leads.

Leads nurtured through expertly crafted content tend to spend more. Source: Sender
Leads nurtured through expertly crafted content tend to spend more. Source: Sender

The Power of Content in the Lead Nurturing Funnel

Lead nurturing is one of the best strategies SaaS businesses can use to improve conversions. In turn, content forms the cornerstone of nurturing leads. However, not just any content will have the desired effect. So, if you’re simply posting content for SEO and expect it to also nurture your leads, you may experience the opposite effect.

When it comes to successful lead nurturing strategies, you need a deep understanding of your unique sales funnel. You need to be able to pinpoint where you’re losing leads. Also, knowing what type of content works best during each stage is essential.

Think about it this way. If you’ve already shown interest in the product, will a bunch of promotional emails introducing the features convince you to buy? Or will a special offer be a better way to make you take the plunge?

Different types of expertly created content is better suited to the different stages of the nurturing funnel. This means that to start seeing actual results from your nurturing strategies, you’ll need to create a wide range of different content types specifically for the various stages in your SaaS sales funnel. As such, your approach to SaaS content writing will largely dictate the success of your strategies.

Understanding the Lead Nurturing Funnel

When broken down to basics, every sales funnel can be divided into three general sections. Each section can be primarily classified based on where a lead is in the buying process. 

Understanding where your leads are and what you need to do next is vital to ensuring a smooth customer journey that yields positive results. Let’s take a closer look at these sections in more detail.

  • TOFU or Top of the Funnel: The top of the funnel covers all leads at the beginning of their customer journey. You’ve piqued their interest; they’re aware of their needs and are now looking for a solution. Now, you need to convince them that you’re that solution.
  • MOFU or Middle of the Funnel: Leads in the middle of the funnel already know their needs and are actively looking for a solution. They may be in the process of researching and comparing different options to see which one suits them best. Now, you need to convince them you’re their best option.
  • BOFU or Bottom of the Funnel: When a lead successfully reaches the lower parts of the funnel, they should be equipped with all the information they need to make a purchasing decision. Depending on what you’ve provided, you could end up with a sale or a lost lead. 

It should be noted that while understanding these sections and their ensuing stages is an excellent help for coming up with a SaaS content writing strategy, the sales funnel is more fluid than it used to be. Leads can enter your sales funnel at any stage. They may even move back and forth between stages before making a decision. As such, you might need to adapt your sales funnel based on your client’s buying preferences. To do this, you need to understand the critical stages of the sales funnel.

The six key stages in the sales nurturing funnel; i.e. awareness, interest, consideration, intent, purchase, and retention. Source: Close
The six key stages in the sales nurturing funnel; i.e. awareness, interest, consideration, intent, purchase, and retention. Source: Close


During this stage, the lead first becomes aware of their needs, starts looking for a solution, and comes across your SaaS offering. This can happen in several ways. They could do a Google search and find your blog in the results. They could see an ad for your services on social media. Or they can even overhear someone talking about your solution.

This is the widest point of the funnel, and leads in this stage aren’t guaranteed to make a purchase. At this point, they’re only learning about their needs and starting to look at possible solutions. Leads in the awareness stage aren’t considered qualified and will need a combination of marketing, sales, and lead generation efforts to move to the next one.


The interest stage is the first touchpoint between your company and the lead. This is where they’re officially considered leads. At this stage, the lead is focused on collecting as much information as possible to make an informed purchase decision.

At this stage of the nurturing process, your focus should be on providing information that addresses the patients’ pain points. Highlight your software’s features and how it can solve their problems. They’ll likely also be looking at competitors, so make sure you stand out with optimized SaaS content writing.


During the consideration phase, your leads will scrutinize the information they collected more thoroughly. At this point, they may even reach out to your sales or customer service team. They may also reach out through a form on your website. At this point, your leads have evaluated your solution along with others.

Your team must start getting serious about lead qualification and addressing potential clients’ questions at this stage. This is your moment to shine, and your team needs to demonstrate precisely how your software will solve their unique pain points. Your team will also need to ask the right questions to start building a customer profile, which is essential for future communications and personalization.


During the intent stage, your lead is on the verge of making a purchase. These prospects tend to be highly engaged with your brand. They may visit your website frequently or regularly contact your sales team. 

This is where you start negotiating prices and terms and conditions or deal with any last questions they may have. Here, the value of your offering and your attention to the customer experience takes center stage. You must continue showing the ROI your solution offers to get them across this last hurdle.


All the previous stages have been building up to the purchase stage. By now, your lead is well-informed about what you offer. They know your price point and understand the terms of your agreement. Now, the sale either goes through or is lost.

At this stage, it’s essential to maintain your quality standards, even if the sale is unsuccessful. After all, just because they don’t buy now doesn’t mean they never will. Use the information you collected up to this point to identify any areas in your funnel that can be improved. Re-evaluate your process and apply your insights for continued good results in the future.


Many businesses think that the sales funnel ends once the sale is completed. However, you could be missing out on return customers by not including client retention. After the sale, you onboard the customer and get them used to your software. The experience they have during this process is vital. A good one can result in a long-term customer and add-ons to your sales. A negative experience can lose you customers.

Making a good first impression after a purchase is essential at this stage. By focusing your efforts on customer retention at this point, you can grow loyalty, referrals, repurchases, and add-ons.

Is the quest for quality content emptying your coffers?
Look no further than the intrepid crew of Captain Words! Enquire today about what our global crew can do for you.

Content That Converts: Each Stage of the Funnel

Now that we understand the various stages in the sales funnel let’s look at how your content marketing strategy can nurture leads along their journey.


During the awareness phase, you want to focus on content that helps introduce your solution to the target audience. Here are a few types of content that are ideal for achieving awareness:

  • SEO content: Optimize your website, blog posts, ads, and all other forms of content for search engines. You want to ensure that when someone searches for your services, they find you.
  • Email: Email campaigns are an excellent marketing strategy to expand the awareness of your service. Email also offers the highest ROI of all marketing strategies, so make sure to benefit from this.
    Social media posts: Social media is a great platform for interacting with your audience and allows you to provide social proof. 


Since the goal during the interest phase is sharing relevant and valuable information, you want to ensure your content reflects this. Some types of SaaS content writing that can achieve this include:

  • Expert guides: In-depth guides, industry trends, and other informative pieces are a great way to capture interest and establish credibility. 
  • Testimonials and how-to videos: Testimonials are another excellent way to provide social proof, and they give leads a glimpse into your customer experience. Video is an extremely popular content type that gets results while sharing relevant information. 


During the consideration phase, you want to focus on showing your customers the value of your software. What makes it unique, how does it solve their problem, and why should they choose you above competitors? Here are a few content types that can help with this: 

  • Product demos: Provide video demonstrations that help prospective leads see how the software works. Highlight important features and uses that add value and address their pain points.
  • Case studies: Customer stories and case studies with metrics and statistics can help potential leads visualize how your solution effectively solves pain points.


Highlighting the value and showcasing the ROI of your product is essential during this phase. Content types that can assist with this include:

  • Promotions or special offers: Offer potential leads something to help them take the next step. This can be an email offering a small discount, a free trial period, bundled packages, and more. 


During the purchase phase, your content must continue to improve the customer experience, even as they complete their sale. Here are some content types that can be used during this phase:

  • Follow-up email campaigns: If a sale is lost, implement a follow-up campaign to stay in touch with the client. Keep them in mind when you have promotions or when new features are included that might interest them.
  • Welcome email: A personalized email that welcomes the client and summarizes the critical information regarding their transaction is essential. You can include payment confirmations, future dates, and other valuable information.
  • Getting started info: An email or document explaining what happens next adds great value. If an onboarding process follows, use this time to explain how it works. 


Keeping your clients invested in your brand after purchase is a good way to ensure loyalty and return customers. Here are some content marketing strategies to assist with this:

  • Follow-up emails: Check in with your clients during and after the onboarding process to ensure they’re still happy and to pick up issues before they become problems.
  • Upselling emails: Keep in contact with clients by upselling features or add-ons that might benefit their unique needs.

The Challenge of Consistent Content Creation

Consistently creating high-quality content while focusing on other business aspects is challenging for many businesses. And without up-to-date, relevant content, you can’t hope to interact with your audience efficiently. Let’s take a look at some of the challenges that face consistent content creation:

  • Lack of time: Creating content takes time, as it’s not just writing. It includes strategizing, planning, researching, and more to create optimized content that nurtures leads.
  • Lack of new ideas: It’s easy to run out of ideas, especially if you’ve already been creating content. A content strategy can help alleviate this problem.
    Creating high-quality content: High-quality content is essential in lead nurturing but can be difficult to create without the know-how or experience of a professional content creator.
  • Staying consistent: Consistency is incredibly important when it comes to posting content, but maintaining a publishing schedule takes time, effort, and know-how.
    Measuring metrics: Metrics are vital as they show you which content is performing best so that you can recreate that success. However, you need to understand how metrics work and what they mean.
  • Keeping up with trends: A successful content strategy means staying current with trends. This includes changes in your industry or even to the algorithms of marketing platforms.
Is the quest for quality content emptying your coffers?
Look no further than the intrepid crew of Captain Words! Enquire today about what our global crew can do for you.

Unlocking Growth With SaaS Content Writing Services

Content creation lies at the heart of lead nurturing and poses a significant challenge for SaaS businesses. Creating content in-house is possible, but it can be time-consuming and expensive. Not only do you need to find experienced copywriters with an understanding of your market, but you’ll also need to provide training on various aspects of your unique business. In addition, you’ll also have to pay a salary before the results of the content even come in.

A SaaS content writing service can offer the ideal solution to these challenges. Who better to assist you than a professional content creation agency with experience in SaaS? Captain Words has an experienced team of writers who can create engaging and compelling content in the SaaS industry. They possess industry knowledge that enables them to create various content types to cover each stage in the lead nurturing funnel.

Furthermore, Captain Words is committed to understanding your target audience and brand voice. They’re dedicated to ensuring your content is optimized, personalized, and branded for your unique SaaS business. For exceptional SaaS content writing, make sure you reach out to the experts.

How Can Captain Words Help You?

Captain Words is a professional content creation agency specializing in Saas. Our team of SaaS content writing experts has experience and knowledge of the industry. This enables us to understand your needs and your target audience better. Combining that expertise with exceptional writing abilities, Captain Words can provide high-quality content that nurtures your leads and turns them into sales.


Content marketing is essential to nurture your leads along their buying journey. Using SaaS content writing services enables you to get the high-quality content you need for your industry. 

Professional services can understand your unique needs and industry and communicate with your audience in a compelling way to promote more sales. When it comes to creating a successful nurturing strategy, having professionals on your side can help eliminate many of the challenges. 

Contact Captain Words for a free consultation and learn how professional writers can transform your sales funnel. Nurture more leads and ensure sustainable growth when you partner with Captain Words.

Share This Article


Leri Koen

After spending several years in the fields of Education, Child Development, and Hospitality, Leri decided to embrace her passion for content. Today, she is helping businesses grow digitally through her skills as a content specialist. Follow on LinkedIn.

Get 5,000 Words Free!

Contact our team to find out how we can help you scale your content to reach a global audience!

Get 5,000 Words Free!

We’d love to show you how our team of passionate writers can help boost your ROI and improve your content. Just fill out the form below for a free, no obligation sample!

Here's your checklist!

Click below to download your PDF checklist.