Making implicit homepage copy explicit

What Fathom Analytics does great

I’ve seen many SaaS companies write implicit copy that assumes buyers will understand what their capabilities and benefits mean. Fathom Analytics takes a different approach. The team makes their copy explicit by adding specific details that explain how capabilities and benefits work in practice.

Let’s examine how they turn implicit assumptions into explicit explanations:

Copy sample 1

“Get setup in minutes: Our script is a single line of code that works with any website, CMS, or framework.”

• Implicit: “Easy setup” assumes people will understand what makes it easy.
• Explicit: “Single line of code” specifically explains what makes it easy.

Instead of stopping at “easy setup” or “get set up in minutes” like many SaaS companies do, Fathom Analytics provides a concrete, graspable fact about implementation. This helps buyers immediately visualize what “easy setup” actually means, making the intangible tangible.

Copy sample 2

“Comply with privacy laws: We’ve hired the best lawyers and legal minds worldwide to ensure our simple analytics software is fully compliant with GDPR, CCPA, ePrivacy, PECR, and more.”

• Implicit: “Privacy compliant” assumes people will trust the claim.
• Explicit: “hired lawyers to ensure …” explains how they achieved compliance.

Rather than just claiming compliance, Fathom Analytics reveals their process and lists specific regulations. This transforms a generic trust-me statement into evidence of thorough legal work.

Copy sample 3

“See more accurate data: Our real-time analytics blocks bots, scrapers and spam traffic—showing you only real, human visits.”

• Implicit: “Accurate data” assumes buyers understand what makes data inaccurate.
• Explicit: “Blocks bots, scrapers …” explains what they filter out and why.

Instead of promising accuracy without context, they specify exactly what they exclude to achieve accuracy. This makes the benefit concrete and shows buyers they understand data quality issues.

Copy sample 4

“Keep data forever: That means 20 years from now, customers can still see their data from the day they first started using our software.”

• Implicit: “Keep data forever retention” assumes buyers understand what “forever data retention”
• Explicit: “20 years from now …” puts “forever” in concrete terms.

The pattern is consistent: instead of relying on implicit descriptions and hoping people will “get it,” Fathom Analytics makes their copy explicit by adding concrete details that explain exactly what each benefit means in practice.

When to apply this approach

This approach should be applied everywhere in SaaS copywriting. Every benefit statement is an opportunity to be more explicit.

I’d recommend you to audit your copy for implicit assumptions. You could look at things such as:

• Do you claim “easy integration” without explaining what makes it easy?
• Do you promise “bank-grade security” without specifying what your security measures are?
• Do you offer “24/7 support” without clarifying response times or support methods?
• Do you provide “detailed analytics” without showing what details you actually provide?

We underestimate how much explanation buyers need to understand and believe their benefits. What feels obvious to you as the product creator is often unclear to buyers encountering your solution for the first time.