Web copy foundations for B2B SaaS startups that are ready to scale
5 core website pages. Based on ICP research and tested with your target audience. So that you can convert your best-fit prospects into customers.
Do your web copy and messaging make sense to your audience?
Or does your sales team have to work extra hard to turn them into customers?
Growth can be easy. If you have messaging and copy foundations in place.
Scaling struggles are not inevitable.
Sometimes, startup growth slows down because GTM tactics aren’t built on a solid foundation.
This looks like long sales cycles, lost deals that your sales team expected to convert, and bad-fit prospects clogging up your pipeline.
Instead of tweaking headlines to improve time-on-page, or looking for the next best-practice hook, you need to make sure that your messaging and web copy are aligned with your target ICP’s journey. And that the way you talk about your product resonates with them.
You need a copy and messaging foundation for growth.
I can help you with that.
Updating foundational messaging and web pages drives results like:
16%
higher free trial signups from
a long-form blog post page
3x
average industry conversion rate
for a landing page
9.45%
lift in free trial
signups
I work with post-PMF startups that have great products. But aren't as great at talking about them.
I help B2B SaaS marketing teams build a narrative that attracts best-fit prospects and shows why your product is the right choice for them.
Without gimmicks, generic fluff, or made-up reasons that fall flat.
At the core of my work is finding patterns in qualitative customer data and using them to build meaningful differentiation and sharp positioning. My superpower is digging deep into customer research data and finding hard-to-spot patterns to build copy and messaging rooted in customer journey and customer needs.
So that you can get more best-fit prospects, without underperforming web copy , leaking funnels, or longer sales cycles.
How to know if you need to rebuild your foundations
“What got you here won’t get you there” is not just for managers.
Your website and messaging need an upgrade, when:
Targeting early
majority prospects
Early adopters could easily see your product’s potential and were eager to jump in.
Now that you’re selling to more mature buyers, your website doesn’t do
enough to convert them.
Making ambitious
product changes
If your product has changed so much that your website copy and messaging are no longer accurate, you need to update your foundations. (Especially if you don’t have a lot of social proof.)
Expanding to new
markets or segments
Adding new segments or verticals to your GTM plan means that your high-level messaging’ll need to work for all ICPs and that you’ll also need
consistent industry-specific themes.
Connect for a 30-minute call to see how I can help you build out
foundational copy and messaging in 2 months.
Foundational Copy and Messaging Sprint
Connect the dots buried in customer interviews, sales conversations, reviews and
competitor data and turn them into highly converting web copy
Defining your winning messages and building your narrative
2 weeks
We’ll combine internal data with interviews and competitor research to define foundational messaging for your target audience. From why they should choose you to the key outcomes that they’re chasing (and how you can help deliver them).
During this phase, we’ll discard messages that stopped working and add in themes that will resonate with your ICPs.
What I’ll be doing:
Internal team interviews
Customer interviews
Competitor and market research
What you’ll get:
Research takeaways
Messaging guide
Updating core web pages to center around your best customers’ needs
2 weeks + 2 weeks for review
These pages will become the backbone of your GTM, giving organic search visitors the info they need to convert into prospects, and giving your marketing team (or agencies) templates they can adapt for paid traffic or social media campaigns.
What I’ll do:
Present outlines based on the research findings
Build wireframes for easy implementation
Present the copy during a copy review call
Make unlimited edits during the review period
What you’ll get:
Homepage
Product page
About page
Why us page
Demo signup page
Validating your messaging and copy so you can confidently scale
2 weeks
You won’t have to wonder if the copy’ll work or whether the messaging will resonate. Or tweak headlines or go back and forth with your contractors on which hook will attract your ideal customers. Because we’ll test the copy before going live.
What I’ll do:
Develop a testing plan based on your industry, target audience, and validation goals
Run validation as a messaging test or a series of interviews with cold prospects
Update core web pages and messaging based on the validation test results
What you’ll get:
Validation insights summary
Updated messaging and core pages
Build your GTM on top of resonant messaging.
In just 2 months.
(Because spending 6 months on figuring out what’s not working isn’t a badge of honor.)
Remove the friction of “Why should I care?”
$10,000
Flat fee
5 core pages as interactive wireframes
Messaging guide
Research insights summary
Validation insights summary
$2,500
Per add-on page
If your sales team keeps asking for a use case page or an industry page to share with your prospects, you can add them to the project.
(Add 2 weeks per additional page to the timeline.)
Answer a couple of questions and pick a time to connect. During the call, we’ll discuss the issues you’re facing and
I’ll show how I approach solving them and what you can expect during our work together.
Then, we’ll map out the project scope based on what you need. After that, if you’re ready to move forward,
I’ll send over the contract and we’ll kick off the project.
“I needed to find someone I could trust who knew the conversion copywriting process and delivered awesome, research-informed and on-brand copy with a well thought-out and strategic approach.
I knew that Ekaterina knew copy stuff! Super helpful and knowledgeable about the conversion copywriting process, Ekaterina’s work was legit.
Working with Ekaterina is smoother than peanut butter. Insanely responsive (and fast!), kept me updated at all times, and had a super thorough process that left me feeling 100% confident.
Ekaterina is a rare gem who understands research, business, strategy AND messaging. And how they all feed into each other.
Hiring a copywriter is scary, but Ekaterina puts your mind at ease from the first moment. You can kick back safe in the knowledge that she will get sh*t done, and do it well.
I would like to have her all to myself, but if you insist on hiring her it will be one of the best business decisions you make.”
Diane Wiredu, Conversion Copywriter + Brand Message Strategist, Lion Words
“I think the understanding we gained about our buyers and what motivates them to buy was incredibly enlightening and debunked internal myths. Working with Ekaterina has given us the data to back up the changes we need to make to our messaging to drive effective lead gen.”
Amy Baker, CMO at HackEDU (now Security Journey)
“I was taking on big research and content strategy projects on a short timeline and needed to help clients make the connection between research and next steps changes to their business.
From our initial conversations with Ekaterina it became very evident that she cared a lot about doing deep, good work. We worked together on adding email and website copy optimization recommendations to buyer enablement content strategy for a client. Working with Ekaterina was confidence-inspiring and the content of her work is excellent.
Ekaterina is thorough, systematic, asks good questions, does what she says she will do when she says she will do it, is lovely to work with and also willing to give a little more than was included…which I appreciate and I know the client does too.
Would recommend working with her 100%!!”
Sarah MacKinnon, B2B Buyer Enablement Content, Sarah MacKinnon Writes
“When Ekaterina reached out, I didn’t even look at other freelancers. Although we haven’t used freelancers much, this was definitely worth it. Working with Ekaterina was very easy — she took responsibility for the whole process. Working with her saved me a lot of time and allowed us to meet our deadlines. Ekaterina is very competent and gets the job done to a high standard.”
Bowen Moody, CEO & Co-founder, Wonderwerk
FAQs
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This sprint is for post-PMF B2B SaaS startups that are expanding beyond early adopters and want to make sure that their messaging is aligned across all channels, and that their website is optimized for conversions.
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Actually, it can take less that, depending on how fast we’ll go through the copy review. Some of my clients approve the copy during the review call. Others want more time. Either way is totally fine!
I work in sprints, which means that your project will have my undivided attention during the time that we work together.
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For most of the projects, I wouldn’t do that. The sprint is designed to reduce the hassle of troubleshooting copy and messaging without actually knowing what to test for.
There are 2 cases when I think it makes sense:
Early-stage startups with tech founders who struggle with the marketing side of things
“Speculative” copy where you want to rapidly test viability of expanding to a new audience
If that’s what you’re looking for, reach out.
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50% of the project fee upfront to secure my availability, and 50% at the end of the project.
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Yes! You can check out my portfolio page, plus take a look at my case studies and testimonials.
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No, but I’ll be available for questions from your development or web design team.
Connect for a 30-minute call and see how
I can help you build out and validate foundational copy and messaging in 2 months.
Sometimes your messaging is
on point, but the copy is off
Schedule a free 30-minute consultation call to see if you’ve got an execution problem (that can be fixed by optimizing your copy for conversions) or an “outdated messaging dragging down your sales” problem.
Answer 3 quick questions and grab a spot on my calendar. Expect a lot of back-and-forth during the call to
make sure we get to the solution that’s right for your startup. After the call, I’ll share the recording,
key highlights form our conversation, and my recommendations.