SaaS products tend to be quite powerful, but they are also fairly difficult to explain. Aspects like features, integrations, and technical language can also easily overwhelm potential customers. The real challenge isn’t just describing what your product does; it’s making it easy to understand and relevant.

So, when you’re trying to explain complex products simply, it isn’t about trying to take a shortcut; it’s actually a skill that takes time to master! Copy that can simply explain products are more likely to excel. 

So, let’s get cracking on some of the key tips you need to help simply explain complex products:

Start With the Problem, Not the Product

I find that most SaaS copy begins with a list of features or functionality. However, what most users care about is the problem they’re trying to solve. So, think about how your product solves their problem, and create your copy around this central idea. Leading with the problem creates relevance straight away, and users tend to be more open to understanding.

Translate Features Into Outcomes

Features describe what your product actually does, while outcomes explain why this all matters. So, instead of rattling off a list of capabilities, show how those capabilities can improve the user’s experience. A lot of the time, when people understand the result they could be getting, the product becomes easier to place a level of value on.

Use Simple, Familiar Language

There is no place for technical jargon here! Jargon can create distance, especially for non-technical users. You’ll also find that even experienced users prefer clarity over complexity. Plain language should be used as it makes your message more accessible to a wider audience. If you can explain something simply, you should.

Break Information Down

While complex products tend to require more explanation, that doesn’t mean you need to present everything at once, all in one paragraph. Instead, structure information into smaller sections, as this helps the user process it. A clear structure also ensures users don’t get overwhelmed and helps keep attention.

Show How it Works (Not Just What it Does)

When trying to get users to understand how your product works, things usually improve when they can visualise the process. Abstract descriptions feel vague and are difficult to grasp. So, explaining how the product fits into a real workflow can make things feel more concrete, like they are picturing using it in their daily life.

Keep Refining

Nailing simplicity doesn’t usually happen on the first draft. It requires editing, testing, and refining over time. Review your copy regularly to remove unnecessary complexity. The goal is always to make it easier to understand and act on. You could even try a little bit of A/B testing with some copy to see how it performs.

As always, if you need help creating copy that really hits the mark, I’m free to help out. Shoot me a message with all the relevant information, and we can put together a game plan ✏️