Get on the shortlist as your prospects’ first choice.
For sales-led B2B SaaS scaleups with complex products and long sales cycles, I deliver funnel-critical pages that make your software the preferred option on your target prospects’ shortlist.
Because for sales-led companies, the goal of the website is to make sales run smoothly. And for sales cycles to become shorter.
Most of the CRO advice works great for PLG.
But for sales-led scaleups, the first order of business is not a button click. It’s getting on the shortlist.
And that shortlist is already half-full because you’re going against incumbent solutions.
Instead of focusing on page-level optimization tactics, your website should be able to pre-sell your target market on your product.
So when your website is optimized to drive everyone to a demo, you’ll lose prospects that are building their shortlist — because you don’t give them the info they need to add you to it.
Optimize for how your prospects buy, not for best practices
16%
less website traffic
66%
more closed won deals
52%
more free trial conversions
Align your website copy and structure with the way your ICPs actually shop for solutions.
For startups with complex products that require buy-in for multiple stakeholders, focusing only on demo signups can lead to longer sales cycles and more time spent on qualifying prospects.
Instead of website KPIs as the success metric, I focus on the buyer journey overall, optimizing for best-fit customers.
And this is why I’ve developed a process to combine internal knowledge with customer interviews and get best-fit prospects excited to book a demo with you.
This is for you, if…
While you were building a strong product, your competitors were building a narrative that now costs you prospects.
Your buyers need to fight for budgets — and the website fails to convince budget-holders that your product is a valid investment.
You need to find a new way to talk about your product as your market changes (hello, AI everywhere).
“Ekaterina gave our product a voice when it had none and offered us solutions to problems we didn't even know we had.
During our work together, Ekaterina was incredibly personable, and professional.
She turned our words into imagery, and her process was so precise that she was able to get content we didn't even know how to ask for.”
Charles Cook, Demand Generation Marketing Manager, Orbiit
Website copy that makes your best-fit prospects excited to book a demo with your sales team.
Websites That Pre-Sell
No headline tweaking. No messaging decks that your team would need to turn into web pages.
Instead, a set of pages designed to match the way your prospects shop for solutions and
address the objections or unspoken assumptions that prevent them from booking a demo.
[1] Research and discovery
Define what’s missing from the current website and find gaps between prospect research goals and available product info.
We uncover what makes your customers choose your product, and how your ICPs research and evaluate similar solutions to close the gaps that make your website underperform.
[2] Interactive wireframes
Get pages that balance the needs of buying committee members researching solutions and looking for more context and turn them into your champions.
We uncover what makes your customers choose your product, and how your ICPs research and evaluate similar solutions to close the gaps that make your website underperform.
[3] Rapid validation
Get qualitative feedback from interactive user testing sessions that let your ICPs interact with the new pages.
Launch strong with pages already battle-tested in live conditions with your target audience, so that their hesitations are addressed before the pages are live. And your sales team doesn’t have to handle them during demo calls.
[4] Launch and scaling
Push the validated, updated web copy into production and use the project learnings to inform outreach and marketing.
Use the project findings to boost your social media, content, and outbound campaigns, plan your next wave of case studies, and to continue adding new pages to influence your ICPs’ decisions.
Here are some of the past projects
for B2B SaaS startups and scaleups include:
About me
Hi. I’m Ekaterina Howard, but call me Sam.
I’ve worked with dozens of B2B SaaS startups and scaleups that knew that their websites were underperforming — but couldn’t quite figure out why.
Some of them were adding on pages and tweaking specific sections, but there was no unifying messaging or clear “why us” narrative. Other just needed to bite the bullet and reposition their product to respond to market changes.
Either way, the main challenge was getting past internal assumptions about what websites should look like — and what the target audience should see on the pages.
To do that, I focus my approach on qualitative data that helps understand how your target audience thinks, and why they choose your product — and choose to stay with you.
As seen (or heard) on:
Ways to work with me
Diagnostic Assessment
Sprint
Rapidly uncover website gaps and
get a blueprint of next steps
Timeline: 2 weeks
What you get
Assessment based on team interviews (sales and marketing)
Light performance audit
Website analysis and optimization recommendations
30-minute call to walk through the findings
Starting at: $3,500
Critical Pages
Launch Sprint
Get a pages optimized to make your product the preferred choice, before the demo
Timeline: 3 months
What you get
Up to7 funnel-critical web pages based on the assessment results and validation interviews
Interactive wireframes, including design and signup flow recommendations
Key messaging themes and findings for sales and marketing
Recommendations for website monitoring and optimization
Starting at: $21,000
Critical Pages
Launch + Optimization
Add in post-launch optimization
to lock in winning messages
Timeline: 6 months
What you get
Up to7 funnel-critical web pages based on the assessment results and validation interviews
Interactive wireframes, including design and signup flow recommendations
Key messaging themes and findings for sales and marketing
Page optimization based on sales team feedback and website visitor behavior analysis
Optimized, deployment-ready wireframes
Starting at: $27,000
Reach out to set a no-strings-attached, 30-minute call to
discuss your website strategy and your next best steps.
“We’ve narrowed down on a customer segment that we really want to go after and needed a copywriter to help us speak to our new segment in a fun way.
People often need to look for external help like copywriters because there’s usually a skill gap within the company. It’s only productive to find someone who is not afraid to take the lead. Ekaterina is not afraid to ask hard questions and even role-play the “mean customer.”
I had to be very prescriptive with other copywriters and I thought that was the standard. But Ekaterina was able to make suggestions and take the lead which made life so much easier for us.
Working with Ekaterina has also helped us highlight internal gaps, and this is a very positive thing – it’s better to catch them now than later.”
Polly Wong, Marketing Executive, Float Cash Flow Forecasting
“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)
“We needed a neutral third party to validate messaging for our website update, and I knew that Ekaterina gets stuff done from our work together for AMA Triangle. Observations made by Ekaterina triangulated with our internal interviews, and we got the information we were hoping for.
Ekaterina fit in nicely as a virtual extension for the project, used our tool stack to do the outreach and the interview analysis, and did what she said she would.”
Ron Carson, Chief Marketing Officer, Advisor, Investor, and Entrepreneur
Book your intro call
Fill out the form and we’ll set up a 30-minute call to discuss your project.
My goal for the conversation would be to understand your goals, your business challenges, including their impact on your website strategy, and your team capacity — so I can recommend the next steps that make the most sense. If we’re a fit, I’ll prepare my project quote after the call info and suggest a project kickoff time and a project milestones timeline.