Why Most B2B SaaS Websites Sound Exactly the Same (And What to Do About It)

As a B2B SaaS copywriter, I've seen countless B2B SaaS websites that sound the same. I'm sharing why it's happening, why it's bad for business, and what you can do about it.

If you visit a few B2B SaaS websites right this second, you'll see phrases like "scale your business," "transform your operations," and "seamless end-to-end solutions" copy-pasted across most of them.

B2B SaaS websites are drowning in marketing and tech jargon because most B2B SaaS companies think that bloated corporate buzzwords appeal to busy founders and CEOs who are looking for “end-to-end solutions to streamline their business.”

But what's actually happening is the opposite. In the end, every SaaS company starts sounding exactly the same, and busy founders and CEOs can't tell one from the other.

SaaS is quickly becoming a saturated market, and in a saturated market, the goal isn’t to blend in by sounding like everyone else. It’s to stand out by sounding original. And to do that, B2B SaaS brands need to drop the fear of sounding “unprofessional” (trust me, if you hire a good copywriter, you won’t!) and finally embrace their own voice and brand personality instead.

The Mass B2B Hall of Mirrors, aka Why Most B2B SaaS Websites Sound the Same

As a B2B SaaS copywriter, I’ve read (and rewritten) hundreds of SaaS websites, especially for B2B SaaS, and 90% of them sound like they were built from the same bland template.

I’ve had clients come to me after realizing their copy could describe literally any company in their space. I’ve also had clients specifically ask me to write things like “We’re a team of experts delivering innovative, scalable solutions" on their homepage. (You're not alone if that made you glaze over.)

And after years of working with SaaS brands – from tiny startups to the more established, bigger companies – I’ve noticed the main reasons why they end up with generic, bland, and buzzwords-filled copy on their websites (and wonder why it isn't converting as it should).

Being too deep inside their own tool

When you’re living and breathing your product, it’s easy to forget your audience doesn’t have the same context. You default to feature-speak and internal acronyms almost on autopilot, instead of explaining the value of your tool in plain English.

You get so engrossed in everything your tool does that you forget the most important part: why should anyone else care?

So, instead of translating features into tangible benefits your audience can instantly connect with, you end up speaking a language only your internal team understands. And if your buyer has to work too hard to figure out what your product does and how it can help them... They won’t. They’ll just bounce.

Fear of being "unprofessional"

Founders, especially in technical spaces, worry that sounding casual means sounding amateur. So instead of writing like humans, they hide behind jargon walls and play it painfully safe.

But having a brand personality doesn't mean being unprofessional. On the contrary, having a distinct brand personality and voice is what makes you unique in the space. Great B2B brands aren’t afraid to have a personality and a point of view. Take brands like Slack (super down-to-earth tone of voice) and MailChimp (clear and concise without sounding stiff).

Having a brand personality doesn't mean being unprofessional.

Professional doesn't have to be sterile. It can be relatable, human, and down-to-earth without dumbing down your product or sounding unprofessional.

Copying competitors who are also guessing

“I saw [insert competitor] do it, so we should too.”

Except – surprise – that company might’ve copied someone else, who also had no clue what they were doing. It’s the domino effect of bad B2B copy: everyone starts sounding the same. 

If you can copy-paste your competitor’s copy onto your own website and no one can tell the difference, then guess what? Your target audience won’t know why they should choose you over anyone else. If you’re just mimicking others, you’re blending in. And blending in is a one-way ticket to invisibility.

If you can copy-paste your competitor's copy onto your own website and no one can tell the difference... you've got a messaging problem.

Overreliance on AI and cheap copywriters

Yes, AI is a great shortcut. Yes, hiring cheap freelancers may save you a few bucks. But in reality? You’re doing your copy – and your company – a massive disservice.

AI tools can churn out words, but they can’t capture the nuance, the tone, or the deep understanding of your audience that a skilled copywriter brings. And while budget freelancers might be a tempting choice, their lack of experience often shows in the final product. You’ll end up with generic, lifeless copy that does nothing to set you apart.

Invest in an experienced B2B SaaS copywriter who can help you find the right voice and the right messaging for your brand before they even write a single word of copy.

The Real Cost of Sounding Generic

Even if blending in with every other B2B SaaS company doesn’t feel like a big deal to you right now, it will become one soon enough. Why?

Because the real cost of sounding generic is getting ghosted by the very people you’re trying to win over, and having to chase them down with cold emails and desperate LinkedIn DMs.

When your copy doesn’t pull its weight, you’re bleeding money from the traffic already coming to your site through content-first platforms like Google or LinkedIn (that's how many of my clients find me).

And if your website or email copy doesn’t pre-sell people before they book a demo, hop on a call, or click your CTA, you’ll be stuck cold-pitching strangers or waiting around for a referral that may never come

How to Actually Stand Out (Without Alienating Your Audience)

So, the real question is, how do you stand out with your B2B SaaS copy without going full mascot mode or trying to sound like a tech stand-up comedian? The answer is simple: by owning your brand personality and voice.

Brand personality

You don't need to dress your sales team as a huge green owl and make funny TikToks to have a brand personality. All you need is to sound like you know who you are – and who you're talking to.

Brand personality is basically your company’s vibe, attitude, and point of view rolled into one. It’s what makes your copy feel alive instead of copy-pasted from a “Best Practices for SaaS Websites” blog from 2013.

It doesn’t have to be loud. It doesn’t have to be “fun.” It just has to be distinct.

Are you blunt and high-conviction? Reassuring and methodical? Nerdy and precise with a bit of dry wit? Define that. Then double down on it in your copy.

Brand tone of voice

See, most companies think they have a tone of voice. In reality, they sound sterile and technical. Having a real brand voice means making deliberate choices about how you speak, what you emphasize, and what you never say. It's how your personality shows up in writing. And that goes beyond deciding if you use contractions in your copy.

Your brand tone of voice is how your brand personality shows up in writing.

"Professional" Isn't the Goal. Persuasive Is.

If you want your website to actually convert – and not just exist as a glorified brochure that forces you to rely on cold emails and Hail-Mary LinkedIn DMs – then it’s time to stop aiming for “professional.” Professional is table stakes. Persuasive is what moves the needle.

Start here:

• Own a real opinion. If your copy sounds like it was reviewed by five stakeholders and stripped of anything remotely bold, it'll likely alienate your prospects more than it will attract them. Pick a side. Have a take. People trust brands that sound like they know what they’re talking about.

• Use specific language, not vague promises. “Drive efficiency at scale” means nothing, and “end-to-end solutions” is not a thing anyone says in real life. “Cut your customer support tickets in half” is a claim someone might actually remember. Specifics make you credible.

• Talk like a human who knows what they’re doing. You don’t need to “dumb it down.” You do need to sound like you’re talking to another smart human (because you are one, and your prospects are, too.)

Because at the end of the day, no one’s choosing your product just because your copy sounds polished. They’re choosing it because your message cuts through the noise, makes them feel understood, and actually gives them a reason to believe you can help.

So skip the fluff, say something real, and let your copy carry its weight.