I get it. Your SaaS product really does something amazing. Maybe it automatically organizes huge amounts of data or turns complex reports into charts your customers can actually use. But if they can’t understand what it does, how it works, or why they need it, you have lost them.
Over the years, while working as a SaaS writer, I’ve seen this over and over. A company builds an incredible technology, like AI-powered analytics, automated workflows, and predictive modeling. And when it comes to explaining it, they start using words like “leverage,” “synergize,” and “robust architecture.”
The result? Prospects get confused and leave. Free trials end without anyone using them, and the sales team gets frustrated because no one is getting it.
The truth is, it’s fixable. You don’t have to make your product basic. You just have to help people see how it works.
Why is Explaining SaaS Features So Hard?
Simply because you’re too close to it.
It’s something you worked on building every day. That’s why it’s common to forget what it’s like to see it for the first time. From technical details to unusual scenarios, you know all the reasons behind every design choice.
Honestly, your target audience doesn’t care about it. They just want to know whether it solves their problem.
Here’s what usually goes wrong when you try to explain complex SaaS features:
You Assume People Understand the Basics: A dashboard feature is pretty obvious. Yes, but only to you. Half your users don’t really know it exists. And the integration you’re proud of? They don’t know what it connects to or why that matters.
You Use Insider Language: Terms like “API endpoints,” “webhooks,” “data pipelines,” or “containerized deployment” only mean something to you, not your readers. Most of your users aren’t engineers. For them, it’s just noise.
You Focus on What It Does, Not What It Fixes: It’s tempting to talk about what your product does. “Our platform uses machine learning to analyze user behavior patterns” sounds impressive. But business users aren’t asking what it does. They want to know what problem it actually solves.
So, here’s what you need to fix: Stop thinking like someone who built it and step into the shoes of those who need to use it.
Talk About Their Problems First, Not Your Features
People don’t wake up thinking,
“I need a cloud-based automation tool today.”
They’re more likely thinking,
“Ugh, I’m stuck doing the same tasks again and again. There has to be an easier way.”
That’s your cue to start, not with the features your product offers.
Here’s what won’t work:
“Our advanced workflow automation engine streamlines business processes through intelligent task routing and conditional logic.”
Here’s what’ll work:
“Sick of doing the same tasks every day? Set it up once, and we’ll take care of the rest automatically.”
See the difference? The second version talks about their frustration and offers real-life benefits without using technical terms. It’s what hits harder.
Replace Technical Terms with Words Everyone Knows
You might love talking about “containerized microservices” or “event-driven architecture.” Your customers just want to know whether it will work.
Every time you use technical terms, you’re either expecting people to already know them or stop and Google them. Most won’t bother. They’ll just move to a competitor who makes the explanation simpler for them.
So, instead of this:
- Leverage our RESTful API
- Deploy via Kubernetes
- Utilize our SDK for integration
Use this:
- Connect it to your other tools
- Get it running on your servers
- Add it to your app in minutes
There are some terms you’ll need to use. That’s fine. Just make sure you’re explaining them immediately. Something like, “We use webhooks (automatic notifications when something happens) to keep your apps in sync.”
Show How It Works, Step by Step
Your prospects need to see it, not just read it. Say, you’re explaining an email automation feature and writing something like:
“Our system allows you to create sophisticated email sequences based on user actions and engagement metrics.”
Or you can show them exactly what happens:
Here’s how it works:
- Someone signs up for your newsletter
- They automatically get a welcome email
- If they click a link, they get Email B. If they don’t, they get Email C instead
- The whole thing runs on its own. No manual sending
See? That’s the same feature, but now people can actually picture using it.
Use screenshots when possible. Show the actual buttons they’ll click. Walk them through what they’ll see on their screen. The more concrete and visual you make it, the easier it becomes to understand.
Write Like You Are Talking to Your User
Professional business writing? Forget it. Nobody talks like that in real life.
When you’re explaining something to a friend, you don’t say “leverage.” You say “use.” You don’t say “synergize.” You say “work together.” And you definitely don’t write long, complicated sentences full of corporate jargon.
Here’s what sounds robotic:
“The platform enables users to leverage centralized document management and synergize across teams through version control capabilities.”
Here’s what sounds human:
“Ever had three people working on three different versions of the same file? Save all your files in one place, so your team can work together without getting confused about which version is which.”
Keep your sentences short. Use “you” and “your” constantly. You’re talking directly to one person, not presenting to a boardroom. Ask questions. Use examples from real life.
Check If Your Explanation Actually Worked
You can’t just write something and hope it makes sense. You need to test it.
The best way? Give it to someone who doesn’t know your product. Not your co-founder. Not someone on your team. An actual potential customer, or at least someone completely outside your company.
Ask them:
- What does this feature do?
- How would you use it?
- Is there anything confusing?
If they can’t answer the first two questions clearly, your explanation didn’t work. If they point out something confusing, fix it instead of defending it.
You can also check your metrics:
- Are people actually using the features you’re explaining?
- Are support tickets going down or up after you publish a guide?
- Are trial users activating these features, or ignoring them?
The numbers tell you whether people get it. If they’re not using something, it’s usually not because the feature is bad. It’s because they don’t understand it or see why they need it.
Final Words
Explaining complex features isn’t about being clever with words. It’s about being clear about value.
Start with the problem your users have. Use simple, everyday language. Show them exactly how it works. And then check if they actually understood you.
Do this consistently, and you’ll see the difference. More signups. More active users. Fewer confused support tickets.
Your product is probably great. Now make sure people know why.
