Great Landing Pages | Does Your Content Look Like It Was Written by ChatGPT? | Content Marketing for SaaS

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Boost Conversion Rates with Great B2B SaaS Landing Pages

Landing pages are a critical tool for any B2B SaaS marketer seeking to turn online visitors into potential customers. By focusing on delivering concise, relevant content and presenting a clear call to action (CTA) that encourages engagement, SaaS landing pages maximize the effectiveness of digital marketing campaigns, driving leads and facilitating the buyer’s journey in a competitive digital environment.

Unfortunately for marketers, the odds of success are not in your favor. Cross-industry conversion rates are low, ranging from 16% for organic search all the way down to .07% for social media. Success rates are even lower for anyone working in SaaS. One recent report puts the average conversion rate for SaaS at 9.5%, with a form-fill rate of only 2.4%. Combined with an average time on page of only 35s, that leaves B2B SaaS marketers scrambling to attract and engage website visitors. To drive conversions, you’ve got to know how to create and present landing pages that will convert leads into users. We've got tips to help.

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Does Your Content Look Like It Was Written by ChatGPT? 

Since its release in late 2022, the use of ChatGPT and other LLMs has become standard for marketers everywhere. The Content Marketing Institute reports, “Nearly half of content marketers use AI to brainstorm new topics, and 46% use it to research headlines and keywords. More than one-third (36%) use AI tools for writing.” 

At Bay Leaf Digital, we are transparent about the ways in which we use this new technology and have published an AI policy.  

Bay Leaf Digital does not use AI-generated output unless and until it has been validated, edited, and approved by humans.  

We treat ChatGPT as a tool, not an employee. It’s a great time-saver, but when it comes to writing, it still has some limitations. At the top of this list, our robotic assistant isn’t always very creative. It has a bad habit of using the same vocabulary in almost every piece. We wondered why, so we went right to the source.

Our Prompt:

When we write together, there are certain words and phrases that you seem to fall back on very often. Help me understand why. What about your training makes you write the way you do? 

Chat GPT's Response:

I'm glad to explain! My writing style, including the phrases I tend to use, is shaped by the vast amount of text data I was trained on. This dataset includes a wide variety of sources, such as books, articles, websites, and other forms of written content. Here are a few reasons why certain phrases might recur in my responses: 

• Common Phrasing: Some phrases are commonly used across many texts to convey specific ideas or concepts, especially in professional settings. Since my training involves learning from these texts, I tend to mirror language patterns that are prevalent in the data I've been trained on. This is particularly true for industry-specific vocabulary in areas like B2B SaaS marketing, where certain terms and phrases are widely recognized and understood. 
• Clarity and Conciseness: My training optimizes for clear and effective communication. As a result, I might favor certain phrases that have proven to be understandable and effective in conveying particular messages.  
• Engagement and Relatability: In crafting responses, I aim to engage readers by using language that is relatable and easy to understand. This sometimes involves leaning on familiar phrases that are likely to resonate with a broad audience. My goal is to make complex ideas accessible and relatable, which sometimes means using well-established ways of explaining those ideas. 
• Training Limitations: While I strive for variety and creativity in my responses, the phrases and sentence structures I use are ultimately grounded in the data I was trained on. If certain ways of expressing ideas were very common in my training data, they might appear more frequently in my outputs. 

In other words, the AI is echoing our own words back to us.  

By now, experienced marketers have learned to spot AI-generated content in the wild. Many have noticed telltale verbiage that often indicates our human colleagues have published ChatGPT’s initial output without further editing.  

How many of these have you observed recently? 

🚩 “In the realm of...” 

🚩 “In the dynamic/ever-evolving digital/[INDUSTRY] landscape...”  

🚩 “As we embark on...”  

🚩 “Navigating the complexities of...” 

🚩 “Let's delve/dive into...” 

🚩 “It's essential to...” 

🚩 “It's not just a ____; it’s also ____”  

🚩 “It's worth noting/important to note that...” 

🚩 “In the ____ world of ____, ____ is paramount/critical/crucial.” 

🚩 “...a vibrant tapestry” 

🚩 “Elevate your/unleash your...” 

Of course, we’ve all used phrases like these, and none is a red flag on its own. But a handful in the same piece? That might point to a need for the talents of an experienced marketer who knows how to write, edit, and leverage compelling, SEO-optimized copy.  

Could your SaaS benefit from content marketing that combines powerful, AI-driven technology with irreplaceable human creativity and experience? Contact Bay Leaf Digital today. 

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