Poor Messaging and Positioning is Confusing Your SaaS Customers

Damanpreet Kaur Vohra, Co-Founder20th March, 2025

When you land on a SaaS website, you want to know exactly what it does and why it matters to you.

If the messaging is vague or the positioning feels off, the user will not stick around to figure it out.

Poor messaging and unclear positioning don’t just frustrate users, it spikes bounce rates and costs your SaaS business.

Let’s break down why this happens and what it means for your SaaS Business.

Confusion Starts with Unclear Messaging

A user will visit your SaaS website expecting a clear answer to one question: “What’s in it for me?” If the homepage greets them with jargon, generic buzzwords or a wall of text that doesn’t explain the product’s purpose, they are left scratching their head.

A study by Nielsen Norman Group found that users spend an average of 10-20 seconds on a page before deciding to leave. If your message doesn’t click in that window, they’re gone.

Poor messaging often comes from a failure to focus. Instead of highlighting the problem you solve such as streamlining workflows or cutting costs, some SaaS websites push that value under vague phrases like “innovative solutions” or “next-gen technology.” Users skim websites and need to quickly grasp what you do and such abstract terms force them to guess, so they lose interest. Specific messaging, like “we cut your costs by 20%,” grabs attention by directly addressing their pain points with a concrete promise.

It’s this simple: When the user can’t tell if the product fits their needs, they bounce.

Positioning That Misses the Mark

Positioning is about showing where a SaaS product fits in the target user’s life. If it’s unclear who the tool is for or how it stands out from competitors, the user won’t see the point in exploring your SaaS website further. Weak positioning leaves them wondering if this is a tool for small businesses, enterprises or something else entirely. If your SaaS website doesn’t scream “This is for you,” the user is not sticking around to dig for answers.

The SaaS market is crowded, so think of tools like Slack, Zoom or Asana. If a new platform can’t offer a unique spot and just says “the easiest team chat for remote workers”, it will confuse visitors about why they should choose you.

Ask yourself these questions:

1. What does your offering do differently from competitors?
2. Who is your ideal customer, and what specific problem do they face?
3. How does your solution save time, money, or effort for users?
4. What’s the one thing you want users to remember about your product?
5. Why would someone pick you over a bigger, established name in the market?

When your SaaS website doesn’t quickly show what sets it apart, users will not use it, forget it and bounce back to Google to find something familiar. And that’s one potential customer lost, just like that.

A SaaS website can fix this by clearly stating a specific, memorable benefit upfront, grabbing attention and convincing users to stay instead of leaving for competitors.

The Cost of Confusion

High bounce rates are not just one of those annoying engagement metrics or KPIs, they hit SaaS businesses where it hurts. When the user leaves a site within seconds, that’s a missed chance to convert them into a trial user or subscriber. According to Databox, the average bounce rate for SaaS websites is 48.24%. Poor messaging and positioning can push that number even higher.

Each bounce means lost revenue and wasted marketing spend.

SaaS companies often spend significant resources on paid ads and SEO to drive traffic to their sites, with customer acquisition costs (CAC) frequently ranging from hundreds to thousands of dollars per user. When visitors bounce due to unclear messaging or a confusing user experience, that investment is lost without even a chance to nurture leads through the funnel. Over time, this leads to huge financial losses, as the business not only fails to recover its marketing spend but also misses out on the lifetime value of potential subscribers who never get hooked.

Why This Matters to You

Know that your user is busy. They don’t have time to decode your SaaS product’s purpose or guess if it’s worth their investment. Clear messaging and sharp positioning cut through that noise, giving potential users the confidence to stay and engage with your SaaS website.

Turn Confusion into Clarity

You don’t have to lose users to sloppy messaging or weak positioning. Partner with us at Bruvora to transform your SaaS website into a conversion machine. We build responsive, user-centric SaaS websites with copy that speaks directly to your audience, reducing bounce rates and boosting retention.

Book a call today to drive results. Your users deserve clarity and your SaaS business deserves growth.