B2B and SaaS businesses face the same problem:

Increasing qualified leads and conversions, plus reducing churn.

For businesses who are focused on monthly recurring revenue, I help by getting more qualified leads, more sales, and better retention. The result? Higher monthly recurring revenue and less churn.

A recent “request a demo” sign-up page I optimized got a lift from 9% to 14% conversions – a total of 80 extra demo requests than average across small to enterprise level customers. What would that look like for your business?

What changed? Focusing on their customers.

I’ve spent decades of my life digging deep into how people think and buy. I specialize in B2B marketing with a focus on the SaaS industry because I love the world of startups. I love to see small ideas become BIG successes.

I’m an English and psychology graduate, and I spent 10 years in corporate and family law as a paralegal – plus 10 years growing my first e-commerce startup into two boutique retail stores.

I’ve had a lifelong passion for learning, studying human behavior, and figuring things out. Do I know how to get inside your customers’ heads and market to them? You bet!


Step 1 - Customer Analysis

The Conversion Messaging Framework is the foundation for high-converting copy.

This phase is all about collecting, analyzing, and synthesizing the voice of YOUR customers.

This could look like a review of existing research and data points, a survey for existing subscribers, interviews with past and current customers, team questionnaires and interviews, or competitor “raw voice” message mining via product reviews, forums, and comments.

Your data is collated and compiled into a comprehensive and actionable report that you can use across your company messaging and wider marketing strategy for the next 12 months.


Step 2 - Strategy & Writing

This is the creation phase where the conversion messaging data is put to work. Writing and
editing can include:


Onboarding emails, behavior-triggered emails, segmented email sequences, pre- and post-event emails, retention sequences, or emails to cancelled customers.

Website copy

Home page, product page, pricing/plan page

Landing page copy

Lead capture, demo requests, opt-ins, downloads, plus thank-you pages and follow-up emails

Step 3 -Testing & Iteration

This is when the data and writing are put to the test and you can see your conversion messaging doing the work.

Through proper implementation in your ESP, emails can tested against previous performance and industry standards. 

Likewise, your website and landing page copy can be analyzed with heat/click mapping tools and Google analytics to see what can be improved.


Step 4 - Upkeep

Conversion copywriting is not a “set it and forget it” kind of thing.

Your website and emails need to constantly adapt as your audience evolves over time and your business grows.

Regular customer analysis and copy adjustments help ensure that strong voice-of-customer data is always present and connected with the goals of your campaigns and your business direction.

Ready to talk about customers, conversionS, and all the other good stuff?