https://ekaterinahoward.com/blog daily 0.75 2026-01-20 https://ekaterinahoward.com/blog/b2b-saas-startups-growth-in-2026 monthly 0.5 2026-01-20 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/5a814b30-0b5c-464e-92fd-f6ca477b17a6/its_a_pyramid.png Blog - B2B SaaS startups in 2026: what it’s going to take to grow (and is the answer “AI?”) - Make it stand out Maslow’s pyramid, but getting from positioning to GTM https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/4161790c-d34a-4115-9794-ccf0abd38285/Table.png Blog - B2B SaaS startups in 2026: what it’s going to take to grow (and is the answer “AI?”) - Make it stand out You don’t need all the answers. But the “What’s the next right thing?” questions can help you get unstuck. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/ac9607a2-c854-451a-a827-eb67c40af0b1/DSC06149_optimized.jpg Blog - B2B SaaS startups in 2026: what it’s going to take to grow (and is the answer “AI?”) - Make it stand out Ekaterina (Sam) Howard is a conversion copywriter and strategist for B2B SaaS https://ekaterinahoward.com/blog/get-the-most-out-of-every-wynter-messaging-test-you-run monthly 0.5 2025-12-12 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/02f195e7-de1f-4bab-809e-b300cdc79245/Top+Issuse+-+bubble+map.png Blog - How to get the most out of every Wynter messaging test you run - Make it stand out Review panelists had the same questions on most of the 26 homepages. Starting with “How is your product different?” and even “So… what does it actually do?” https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/f2ad02f2-b127-4757-9848-d8481166138d/small_screenshot_float_lp.png Blog - How to get the most out of every Wynter messaging test you run - Make it stand out For example, in this project for Float, we tested both targeting a new audience and using a bolder brand voice. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/2864351e-fc7d-4ac9-90c6-8b4a3e28725b/marc_cousineau_linkedin_photo.jpg Blog - How to get the most out of every Wynter messaging test you run - Make it stand out Marc CousineauDirector of Content at Zoovu https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/f55abcdc-fb9f-487f-bf81-6a0d3532d63e/B2B_SaaS_copy_bingo_updated_optimized.png Blog - How to get the most out of every Wynter messaging test you run - Make it stand out Finding out if your audience wants to read about the future of their industry or getting supercharged is definitely something that message testing can help with. Another example would be finding out the easy way (before launch), that your category creation play isn’t making sense to your audience. In one of my projects, it became clear that outside of the early adopter group, panelists were taking as a given a slightly different set of capabilities and use cases, just based on the way the product category was presented. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/b6b2e6c0-43d5-4d12-8132-b066f3b380b3/david_pires_linkedin_photo.jpg Blog - How to get the most out of every Wynter messaging test you run - Make it stand out David Pires B2B Saas Marketing Leader - Europe https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1885cfc1-4680-444a-9afc-51b25d25266c/steps_outline.jpg Blog - How to get the most out of every Wynter messaging test you run - Make it stand out 11 steps to prep, run, and analyze your Wynter messaging test https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/2f686888-7ca9-4005-94af-7e84b40af045/mariana_racasan_linkedin_photo.jpg Blog - How to get the most out of every Wynter messaging test you run - Make it stand out Mariana Racasan Product Marketing Strategist https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/457b4cf3-74ea-430e-aa24-c69dca1c1398/kara_tegha_linkedin_photo.jpg Blog - How to get the most out of every Wynter messaging test you run - Make it stand out Kara TeghaVP of Marketing at Entrio https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/0c8aa6f6-ceae-423a-ae48-971f1f52bc6e/wynter_sorting_example.png Blog - How to get the most out of every Wynter messaging test you run - Make it stand out A peek behind the scenes: one of the tabs for analyzing panelists’ responses to go from “stuff they said” to “what it means for the website.” Grab the whole thing here. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/2f686888-7ca9-4005-94af-7e84b40af045/mariana_racasan_linkedin_photo.jpg Blog - How to get the most out of every Wynter messaging test you run - Make it stand out Mariana Racasan Product Marketing Strategist https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/ac9607a2-c854-451a-a827-eb67c40af0b1/DSC06149_optimized.jpg Blog - How to get the most out of every Wynter messaging test you run - Make it stand out Ekaterina (Sam) Howard, conversion copywriter and strategist for B2B SaaS startups and scaleups https://ekaterinahoward.com/blog/s2e6-content-as-ecosystem monthly 0.5 2025-06-18 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9788f1a5-3ec1-47b1-a7b8-57b46c5e91f3/S2E6+Podcast+Cover+visuals.png Blog - [S2E6] How to build a content ecosystem to convert and support users - Make it stand out How to build a content ecosystem to convert and support users, with Erika Kramarik and Daniel Prindii https://ekaterinahoward.com/blog/s2e5-practical-guide-to-wynter-messaging monthly 0.5 2025-06-18 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/bb48451c-f0db-4642-b380-f803a9968cd3/Solo_episode_cover.png Blog - [S2E5] Practical Guide to Wynter Messaging Tests - Make it stand out How to use Wynter message testing on a budget: for startups that want impactful messaging, but can’t swing a subscription https://ekaterinahoward.com/blog/s2e4-how-to-test-messaging-on-a-budget monthly 0.5 2025-04-09 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/f701f5ed-0068-4d14-9e0b-2bd0d39dd532/2025-01-3_cropped.png Blog - [S2E4] How to: message testing on a budget - Make it stand out Sturdy website: sturdy.ai https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9db67d25-2270-497e-9a41-4127ae942d1e/2023-03-31_cropped.png Blog - [S2E4] How to: message testing on a budget - Make it stand out Full page screenshot https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/e6b5dcfa-2fc0-47fe-ae06-9c7995c20c90/2024-04-28_cropped.png Blog - [S2E4] How to: message testing on a budget - Make it stand out Full page screenshot https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/5eee67b4-6c84-45c1-8082-f2babfb26233/2024-09-01_cropped.png Blog - [S2E4] How to: message testing on a budget - Make it stand out Full page screenshot https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9dcb1b06-245a-4ae5-be1c-f06f6cc022a2/2025-01-3_cropped.png Blog - [S2E4] How to: message testing on a budget - Make it stand out Full page screenshot | Website https://ekaterinahoward.com/blog/s2e3-how-to-structure-positioning-as-a-challenger-brand monthly 0.5 2025-04-09 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1c8650f3-a248-4ee7-aee4-2d0b707d502a/website_screenshot.png Blog - [S2E3] How to: positioning - Make it stand out Sway Copy website: https://swaycopy.com/ https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/ea7247b7-3a15-438f-9dda-e2c397ca7162/fathom_clipped.png Blog - [S2E3] How to: positioning - Make it stand out Full page screenshot | Website https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/b66d1007-405c-4f5a-88b0-18a5f0b9d881/outline_cropped.png Blog - [S2E3] How to: positioning - Make it stand out Full page screengrab | Website https://ekaterinahoward.com/blog/s2e2-how-to-competitor-comparison-pages monthly 0.5 2025-03-20 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/4b5b1e51-e3eb-4ec4-bc28-51c59840b340/stack_against_website.png Blog - [S2E2] How to find winning angles for your competitor pages - Make it stand out Stack Against website: https://stackagainst.com/ https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/c53adc44-c2f4-4d9b-922f-92fb4124a39e/bellacanvas_cropped.png Blog - [S2E2] How to find winning angles for your competitor pages - Make it stand out Bella + Canvas webpage | Full page screengrab https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/d11f9f45-fb87-49e2-8414-36b9557233f5/processkit-trello-recurring-tasks-cropped.png Blog - [S2E2] How to find winning angles for your competitor pages - Make it stand out Comparison page | Full page screengrab https://ekaterinahoward.com/blog/how-to-b2b-saas-message-testing monthly 0.5 2025-04-14 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/e6952e33-d8e4-4cad-951a-11e7b623d2f9/Top+Issuse+-+bubble+map.png Blog - How to use message testing to fuel your startup growth (for B2B SaaS startups) - Make it stand out Real feedback from real ICPs, as documented in Do You Even Resonate? https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/cf698e5f-a32d-4fd8-b659-33ebe8f2449a/DSC06307.jpg Blog - How to use message testing to fuel your startup growth (for B2B SaaS startups) - Make it stand out Ekaterina (Sam) Howard, B2B SaaS conversion copywriter and strategist https://ekaterinahoward.com/blog/s2e1-how-to-make-research-a-part-of-your-companys-business-processes-with-eric-white-ponder monthly 0.5 2025-02-14 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/51a68092-2c4b-437e-9160-9dea3f1c308d/ponder_website_screengrab.png Blog - [S2E1] How to make research (like JTBD) a part of your company’s business processes with Eric White, ponder* - Make it stand out ponder* website: https://www.letsponder.it/ Eric White on LinkedIn: https://www.linkedin.com/in/ericmatthewwhite https://ekaterinahoward.com/blog/7-copy-mistakes-early-stage-startups-make monthly 0.5 2024-12-27 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989726288-GRKSUOEJFD9KOROQYTZG/7+copy+mistakes+early-stage+startups+make.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989741175-YC1L3YMIFZQUPE8CGEF1/7+copy+mistakes+early-stage+startups+make%281%29.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989740994-GAYI661752C1CX58SYJB/7+copy+mistakes+early-stage+startups+make%282%29.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989741924-TXKCEJMH4XAE207EEYCU/7+copy+mistakes+early-stage+startups+make%283%29.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989741973-1SQ4Z54JHSWJZXKBKNF9/7+copy+mistakes+early-stage+startups+make%284%29.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989742784-8OS90A3TI981XKUP9AGG/7+copy+mistakes+early-stage+startups+make%285%29.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989742882-P1URF4GF00JAF2CDLDAT/7+copy+mistakes+early-stage+startups+make%286%29.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1718989743663-I9GEVEEWM7UUFEXDTM70/7+copy+mistakes+early-stage+startups+make%287%29.png Blog - 7 copy mistakes early-stage startups make https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/39a94ffa-f662-40db-97f1-c9fe35443986/worsheet.png Blog - 7 copy mistakes early-stage startups make - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1ba693c7-a047-48f6-80ec-69d849afedc8/DSC06307.jpg Blog - 7 copy mistakes early-stage startups make - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://ekaterinahoward.com/blog/conversion-copy-math monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/cf698e5f-a32d-4fd8-b659-33ebe8f2449a/DSC06307.jpg Blog - Conversion copy math: why you need these 3 elements for copy that actually converts - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://ekaterinahoward.com/blog/s1e6-katie-deloso monthly 0.5 2025-02-21 https://ekaterinahoward.com/blog/s1e5-diane-wiredu monthly 0.5 2024-04-25 https://ekaterinahoward.com/blog/s1e4-alan-albert monthly 0.5 2024-08-27 https://ekaterinahoward.com/blog/s1e3-lucy-heskins monthly 0.5 2024-04-24 https://ekaterinahoward.com/blog/s1e2-heather-lawver monthly 0.5 2024-08-22 https://ekaterinahoward.com/blog/s1e1-jocelyn-brady monthly 0.5 2025-04-10 https://ekaterinahoward.com/blog/when-copy-gets-in-the-way-of-traction monthly 0.5 2024-12-25 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1ba693c7-a047-48f6-80ec-69d849afedc8/DSC06307.jpg Blog - When copy gets in the way of traction: how to solve for startup growing pains - Make it stand out Ekaterina (Sam) Howard is a B2B SaaS conversion copywriter helping startups level up their websites for scaling and higher conversions https://ekaterinahoward.com/blog/questions-for-better-conversion-copy monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1ba693c7-a047-48f6-80ec-69d849afedc8/DSC06307.jpg Blog - Questions you should be asking to write better conversion copy - Make it stand out Ekaterina (Sam) Howard is a conversion copywriter working with growing B2B SaaS startups on writing and optimizing website copy, landing pages, and email sequences https://ekaterinahoward.com/blog/improving-conversions-with-testimonials monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/d6c0349a-8ed5-4978-a2f1-2945d48c4904/cacheflow_cta_so_excite_very_wow.png Blog - Customer testimonials for B2B SaaS startups: how they can help you improve conversions - Make it stand out Cacheflow uses testimonials to build the case for changing industry approach to closing SaaS deals — and trusting their product to deliver on the biggest desirable outcome https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/acb418ce-1777-47c3-8a17-6b66e8a79fef/inconceivable.gif Blog - Customer testimonials for B2B SaaS startups: how they can help you improve conversions - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - Customer testimonials for B2B SaaS startups: how they can help you improve conversions - Make it stand out Ekaterina (Sam) Howard is a conversion copywriter and strategist working with B2B SaaS startups https://ekaterinahoward.com/blog/2023/1/23/do-not-look-at-your-competitors-websites-or-should-you monthly 0.5 2024-12-25 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674492651223-JSI8B6JMQBFLNA2EEDU8/Capsule_common_themes.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674492651722-HS7UYQMXWVBFN7BB60RI/HB_common_themes.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674492652567-FVCJV0R9U5WIN3ZL6EI6/LACRM_common_themes.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/5dff5b4e-edfa-4ca4-a8e1-13a454535de4/LACRM_Ungated_Account.png Blog - "Do NOT look at your competitors' websites" (or should you?) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674492831899-08B6K5JNHCQCG8D6ZTXR/LACRM_Industry.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674493657884-CM6KCUFWJC5J40NXVVTI/Capsule_Industry.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/11751c1c-ece5-4121-9e3a-29bd42c4908b/HB_Industry.png Blog - "Do NOT look at your competitors' websites" (or should you?) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674492924625-3NW2S1KCUF90H3AA3N3I/Capsule_menu_play.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674492925022-MHEW1R2D8652CSS5IE9H/HB_homepage_JTBD_play.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1674492925636-45SL6OOT7NSHWWIXZDRV/LACRM_affiliate_program_play.png Blog - "Do NOT look at your competitors' websites" (or should you?) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - "Do NOT look at your competitors' websites" (or should you?) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://ekaterinahoward.com/blog/when-not-to-redo-your-website monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/52c585d8-92db-4346-8e62-8b2238808093/katy_milkman_wharton_first_para.JPG Blog - When to do a complete website overhaul… and when not to - Make it stand out The best opening paragraph *ever* Source: https://magazine.wharton.upenn.edu/digital/katherine-milkmans-fresh-start-study-becomes-perennial-media-favorite/ https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/c8331865-167f-4f31-a2cb-71d0bcffb020/yeah_but_why_as_a_gif.gif Blog - When to do a complete website overhaul… and when not to - Make it stand out “Yeah, but why do we think this is the right thing to do?” This question is important enough to make a GIF https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - When to do a complete website overhaul… and when not to - Make it stand out Conversion copywriter for growing B2B SaaS startups https://ekaterinahoward.com/blog/how-to-audit-your-b2b-saas-website monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - How to audit your B2B SaaS website and improve conversions - Make it stand out Ekaterina Howard, B2B SaaS conversion copywriter and strategist https://ekaterinahoward.com/blog/startup-websites-what-to-optimize monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561822431-PUOONHJRSRLOFJTNFLR5/mailchimp_2001.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561823053-10KWU2IX4AM7DBLOAXZ7/mailchimp_2005.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561823150-40S7S8NII9DJ4CNA44KT/mailchimp_2008.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561823635-D45UAIRS3NAU2VL3YB4V/mailchimp_2010.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561824211-93GZRNH1FDEB8YQ2USMG/mailchimp_2012.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561824519-L1XXL0HKAJT98C7A5E2R/mailchimp_2014.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561824738-TUGARSUEVFQ0A085KW8O/mailchimp_2016.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561825098-7JW2YEPNEWYYIKBLC9DH/mailchimp_2017.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561825304-NC3QB8Y3ETR3LQRYABKT/mailchimp_2018.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561825673-NO9ER52NVBUPOGZ8RJLO/mailchimp_2019.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561825874-UU442OCYAWWF8IK5U455/mailchimp_2020.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1660561826215-7FTYFZXPZVC6H5R6Y5RI/mailchimp_2021_v2.JPG Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/b548d482-7f1c-42d5-88bd-edf26294d508/hero_section_problem_diagnosing_optimized.png Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. - Make it stand out Which one is it for you? (Could be all of the above) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/f55abcdc-fb9f-487f-bf81-6a0d3532d63e/B2B_SaaS_copy_bingo_updated_optimized.png Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. - Make it stand out B2B SaaS copy bingo! Many thanks to Nicolas Mérouze, Angela Ferrante, and Beth Carter for their suggestions (email me if your favorite is missing). https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/f7d93b4e-3e89-481b-bb02-60e568f941fe/cta_section_checklist_optimized.png Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. - Make it stand out Well, obviously our prospects want to “Apply for a demo”! Or do they?.. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - Adding power words to your B2B SaaS website headlines won't fix conversions. Do this instead. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://ekaterinahoward.com/blog/invisible-problems-startups monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/ae206766-131b-42a8-bc87-c6fad7174112/conversion_not_until_now_optimized_cta+%281%29.png Blog - When what you don’t know hurts your conversion rates - Make it stand out Pretty sure that conversions have been accessible before. Really sure, actually. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - When what you don’t know hurts your conversion rates - Make it stand out Sure, I love research. But I love it because it makes invisible problems visible - and helps improve conversion rates. https://ekaterinahoward.com/blog/rocketship-launch-or-leap-of-faith monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/09fbcdf8-143f-463b-af08-550ab4a226b5/DSC06307.jpg Blog - A rocketship launch or a leap of faith? - Make it stand out Ekaterina Howard, conversion copywriter and strategist https://ekaterinahoward.com/blog/4-mindset-traps monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/77921bac-60d3-4e93-85eb-8827d5a8e102/quote_1_updated.png Blog - 4 mindset traps that prevent you from running effective customer interviews - Make it stand out Agenda-driven interviews: Interviews that don't leave any space for exploring things that you didn't know you will encounter — because they have a hidden (or a pretty obvious) agenda. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/c02afa0c-4a4f-4b32-aa5e-98cdb7258e2d/quote_2.png Blog - 4 mindset traps that prevent you from running effective customer interviews - Make it stand out Check-the-box interviews: interviews where you don’t ask any follow-up questions because you’re following a script and want to make sure you get through all of the questions. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/52085aaa-0e13-4349-9f8a-2379e61ff0e2/quote_3.png Blog - 4 mindset traps that prevent you from running effective customer interviews - Make it stand out Single source of truth: Elevating one thing one customer said to the “True for 100% of our prospects” status. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/b8f6d785-b7a1-4831-84c3-89d40f900eb9/quote_4_updated.png Blog - 4 mindset traps that prevent you from running effective customer interviews - Make it stand out Ultimate knowledge: “Now we know everything we will ever need to know about our customers. And can *finally* be done with talking to our customers.” https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/09fbcdf8-143f-463b-af08-550ab4a226b5/DSC06307.jpg Blog - 4 mindset traps that prevent you from running effective customer interviews - Make it stand out Hi, I’m Ekaterina Howard. I help growing B2B SaaS startups get more demo signups and paying customers by optimizing their website and email copy for conversions. https://ekaterinahoward.com/blog/startup-to-scaleup-readiness monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/c3c82bd5-e7ba-4f1e-9b98-67c980381263/messaging_101_questions.png Blog - 5 signs your B2B SaaS startup isn't ready to scale — and how to fix it - Make it stand out “Who are we building this for, what are we solving for them, and why should they even care?” https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - 5 signs your B2B SaaS startup isn't ready to scale — and how to fix it - Make it stand out Conversion copy for growing B2B SaaS startups https://ekaterinahoward.com/blog/survey-responses-to-grow-your-startup monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - Early-stage startups: are you making these survey blunders? - Make it stand out Hi, I’m Ekaterina Howard. I help growing B2B SaaS startups get more demo signups and paying customers by optimizing their website and email copy for conversions. https://ekaterinahoward.com/blog/more-leads-with-case-studies monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1617829746541-XSHUHN5JRAT5AAD6OTID/iterable_numbers_and_the_why+%281%29.png Blog - 10 little-used ways to get more mileage out of your case studies This case study got the numbers and the why behind choosing to use Iterable, so that prospects reading the case study don't have to connect the dots for themselves https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1617751124504-HHRHRHOQ5S5EIOTTJPJS/snipped_version_vocl_video_homepage.png Blog - 10 little-used ways to get more mileage out of your case studies Testimonial quotes for the win: (1) Name, title, and company, (2) Main takeaways, (3) Video for additional credibility, (4) Captions to read https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1617751080018-X0YKJLES7WCSW3GQB6JK/snipped_version_reduct.png Blog - 10 little-used ways to get more mileage out of your case studies Each claim backed up by a video — and each headline showing the benefits of using the product and ways to overcome all-too-familiar challenges https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1617751190908-F7J2T3XKEU8CEWH7CTIR/snipped_version_unbounce.png Blog - 10 little-used ways to get more mileage out of your case studies Big idea: “Building Pages Without a Developer? Total Power Move.” Proof: “a game-changer … easy to work with … nearly doubled our conversion rates” https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615435638753-7F1X2LLOMPLIS3UM02FF/growthhackers_content_headline.png Blog - 10 little-used ways to get more mileage out of your case studies “Still have free time”? Tell me more! https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615435624279-YX5AGR44S97M5AF1IUF9/supermetrics_social_media_post.png Blog - 10 little-used ways to get more mileage out of your case studies Does reading “manually pulling data into a spreadsheet” fill you with terror? Don’t you want this nightmare to go away? Time to click on the link! https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1617751511060-ZNJ89C9Q4REX0JYNO6UM/ww_case_study_comment_screen_grab.JPG Blog - 10 little-used ways to get more mileage out of your case studies Wonderwerk + Babbel https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - 10 little-used ways to get more mileage out of your case studies Ekaterina Howard is a conversion copywriter. She helps SaaS startups optimize their copy to attract and convert their ideal clients https://ekaterinahoward.com/blog/how-to-make-case-studies-more-persuasive monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614985409867-O44LYWZIZL4ZA189FLD8/Zoom_Webpage_11012020.jpg Blog - Taking case studies from "sales spin" to "spellbinding" Zoom homepage: video testimonials and logos https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614985489026-YMB91E14N6DRBHAS4CSR/screencapture-funnelscripts-funnelscripts-webclass-2020-11-22-15_21_14.jpg Blog - Taking case studies from "sales spin" to "spellbinding" A webclass with a countdown timer: creating urgency to get more leads to “REGISTER YOUR SEAT NOW!!!” https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614985687326-ST0AQNYVTUBZTDDV4HCN/screencapture-descript-2020-11-22-15_26_07.jpg Blog - Taking case studies from "sales spin" to "spellbinding" Even though this is an experiential claim, using customer testimonials makes it so much more believable https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614985828292-U23XA1R1HKAWVO16K0E4/screencapture-producthunt-posts-colorbox-2-0-2020-11-22-15_26_54.jpg Blog - Taking case studies from "sales spin" to "spellbinding" "Create amazing color sets super fast" is a subjective claim. "#3 Product of the Day" is an objective claim https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614985943682-JXQBPPIUANQ3NNOKFQ5F/screencapture-gomalomo-case-studies-2020-11-22-15_27_18.jpg Blog - Taking case studies from "sales spin" to "spellbinding" "Reduce churn," "9x ROI," "20x revenue" in case study titles help reduce the perception of the probability of losing https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614986111791-IJ5JGLF1BKV7SJ7DGGUZ/screencapture-notion-so-customers-figma-2020-11-22-15_27_46.jpg Blog - Taking case studies from "sales spin" to "spellbinding" Nobody wants to have to change to a new tool later on, and here Notion addresses the "will we grow out of it" objection in the case study https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614986136099-2MPBICIFCFG4UJKZZM7F/getenjoyhq_MURAL.png Blog - Taking case studies from "sales spin" to "spellbinding" https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614986196549-I2PTMGJK5XRVIE13635X/mailchimp_success_stories.png Blog - Taking case studies from "sales spin" to "spellbinding" MailChimp: " See how others are building their brands, and learn how to follow in their footsteps " https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614986219001-WQ2AWYRO0CHF08E1FGKK/constant_contact_success_stories.png Blog - Taking case studies from "sales spin" to "spellbinding" ConstantContact: "See how these small businesses and nonprofits became marketers — and became successful" https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1614986236639-0IXGXEWN7ISM64K9E0BH/iterable_customer_stories.png Blog - Taking case studies from "sales spin" to "spellbinding" Iterable: industries, key objections, and ideal outcomes https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - Taking case studies from "sales spin" to "spellbinding" Ekaterina Howard is a conversion copywriter. She helps SaaS startups optimize their copy to attract and convert their ideal clients https://ekaterinahoward.com/blog/making-content-and-copy-work-together monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615435169679-4K5U24PN6SG6W6UZ9PVB/reclaim-ai-blog-post-different-topics.png Blog - 4 underutilized ways to ignite conversions with copy and content Reclaim.ai blog combines product updates (potential customers looking at available features and capabilities) with hot 2020 topics (aka remote work) and topics for problem-aware audiences https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615435195463-77SF5AY0HUMLE3XS6EGT/notion_multiple_blog_post_ctas.jpeg Blog - 4 underutilized ways to ignite conversions with copy and content This Notion post makes it very easy to take the next best step that’s right for you, whether you’re ready to try building your own roadmap or want to check out other templates https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - 4 underutilized ways to ignite conversions with copy and content - Make it stand out Ekaterina Howard is a conversion copywriter helping growing B2B SaaS startups use data they have about their ICPs to strategically engage with them and convert them into customers. https://ekaterinahoward.com/blog/how-to-leverage-external-proof monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1606162709886-9K646V306ZL3FA22CN9Q/screencapture-orgnostic-2020-11-22-11_38_57.png Blog - How to instantly boost your startup's credibility with external proof https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1606162709959-BZGN0FJZJ6EBP5VNUF0R/screencapture-orgnostic-enterprise-2020-11-22-11_39_03.png Blog - How to instantly boost your startup's credibility with external proof https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1606162710931-7E5HJ42BXQJR30CM6JQ8/screencapture-orgnostic-investors-2020-11-22-11_39_08.png Blog - How to instantly boost your startup's credibility with external proof https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615435330936-VDC4PD6EZ1W3AUSQHTD6/orgnostic-experience-as-aproof-bar.png Blog - How to instantly boost your startup's credibility with external proof 30 years of research about organizational culture, team effectiveness, and leadership on over 10,000 studied companies https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1606163177090-S44YP62759WZ4VGKZ8IC/screencapture-learnin-post-higher-ed-2020-11-22-11_38_46.png Blog - How to instantly boost your startup's credibility with external proof https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1606163177219-GXJYJ99MM2O91JMJ51U1/screencapture-learnin-post-upskill-2020-11-22-11_38_51.png Blog - How to instantly boost your startup's credibility with external proof https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615435363666-56DWZ1F4PU9SYG9UI8AI/LIn_quote.jpeg Blog - How to instantly boost your startup's credibility with external proof Learn In - Arne Duncan quote https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - How to instantly boost your startup's credibility with external proof - Make it stand out Ekaterina Howard works with growing B2B SaaS startups, helping them leverage social (and external) proof to show why their product matters and how it can benefit their ICPs. https://ekaterinahoward.com/blog/feedback-loops-saas-startups monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - Launch optimized website copy overnight (and actually get more conversions)? Yes, if you've got reliable feedback loops to run in the background - Make it stand out Ekaterina Howard helps growing B2B SaaS startups use research, not guesswork to get prospects to convert https://ekaterinahoward.com/blog/onboarding-lessons-cux monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615435958183-G0HXHC6HNX4D4W5AMR8W/unicorn_cux_io_blog_post.png Blog - CUX email onboarding: savvy nudging towards an 'aha' moment Get your new users to act, without being ignored or coming across as a heavy-handed inbox invader with cux.io https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - CUX email onboarding: savvy nudging towards an 'aha' moment Ekaterina Howard is an email copywriter and strategist using the power of customer research to help her SaaS clients engage and convert their new users https://ekaterinahoward.com/blog/otter-onboarding-segmentation monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436074185-R6SEHMRBW6TV1K92AFQF/otter_welcome_drip.png Blog - Otter email onboarding: painlessly segment your users with sneaky surveys Otter.ai onboarding email drip: simple and effective https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436094655-IEC0DI05N33ZFG6NEFWC/forms_and_surveys.png Blog - Otter email onboarding: painlessly segment your users with sneaky surveys Onboarding lessons: Otter.ai onboarding drip: use both new user surveys for segmentation and drip flow, and on-website forms to feed your sales pipeline https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436262706-PCMB1QCOTF21TZTG54A5/rewards.png Blog - Otter email onboarding: painlessly segment your users with sneaky surveys Onboarding lessons: Otter.ai onboarding drip: Instead of a monster onboarding sequence outlining ALL OF THE USE CASES YOU’LL EVER NEED, reward your new users’ baby steps by showing them what their next step could be. https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - Otter email onboarding: painlessly segment your users with sneaky surveys Ekaterina Howard is an email copywriter and strategist using the power of customer research to help her SaaS clients engage and convert their new users https://ekaterinahoward.com/blog/onboarding-lessons-woven monthly 0.5 2024-04-04 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436893465-SO6GAYVO1UDGV6WZL4BZ/different_groups_woven_onboarding_post.png Blog - Woven email onboarding: a brilliant sequence to drive engagement Woven is doing a great job answering a question every potential new user finds themselves asking: “Is this tool right for me?” https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436921540-JGLJTX0IGD7PY1JR4DAS/woven_screenshot_of_inbox.jpeg Blog - Woven email onboarding: a brilliant sequence to drive engagement Woven onboarding emails: 5 time-based emails + 1 action-based email https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436940924-WIBS7HHAORKIHIV5J1QR/takeaway_1.png Blog - Woven email onboarding: a brilliant sequence to drive engagement Personalized onboarding: assuming you have the time and capacity to do that, it’s a win-win-win-win situation https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436959394-EHP32RUAIX0MEPRBH69G/Woven_drip_1_in_MMup_thumbnail.png Blog - Woven email onboarding: a brilliant sequence to drive engagement Woven onboarding drip flow (click on the image to view the full flow) https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615436997353-NFFFGUJ4HPE3VYW5ZHB2/email_flow_optimization.png Blog - Woven email onboarding: a brilliant sequence to drive engagement Too many links = not clear which action to take first https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/9787636a-2c4a-4d22-bb82-51055a46486e/DSC06307.jpg Blog - Woven email onboarding: a brilliant sequence to drive engagement Ekaterina Howard is an email copywriter and strategist using the power of customer research to help her clients engage and convert their new users https://ekaterinahoward.com/blog/2019/9/16/structuring-copy-for-facts-and-emotions monthly 0.5 2024-06-11 https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615437275557-V49V1J9X5L7K70YYM9PJ/part_1_membership_page_clean.png Blog - How to combine facts and emotions to make your sales pages irresistible https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1615437275485-9KM49A5VJFLW32VRVHMY/part_2_membership_page_clean.png Blog - How to combine facts and emotions to make your sales pages irresistible 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