Positioning · Messaging · Web copy · Microcopy

Your product is stronger than your website makes it sound.

We close that gap on your marketing site and inside your product, so buyers understand what you built, and users know what to do next.

For B2B SaaS teams whose product has outgrown their messaging.

Book a call Get a messaging teardown

Trusted by teams at

Tide Jedox Teamwork Dentsu

The problem

Most B2B SaaS companies don't have a product problem. They have a language problem.

Your homepage describes what you do, not why it matters more than the alternative.

Your sales team tells a different story than the website.

Your product sounds like it was written by a different company than your marketing site.

We fix all of it: positioning, messaging, web copy, and the microcopy inside your product, so your site, your sales deck, and your product all say the same thing.

What we do

One system. Three surfaces.

Positioning, messaging, web copy, and microcopy are not separate projects. They are one system. We fix the system.

Positioning & Messaging

A positioning platform and messaging framework your whole team can use, from the homepage to the sales deck.

Explore positioning →

Web Copy

Homepage, product pages, and landing pages built from a real position.

Explore web copy →

UX Writing & Microcopy

Onboarding, empty states, error messages, and CTAs that sound human and keep users moving.

Explore UX writing →

Selected work

Situations, diagnoses, outcomes.

We don't lead with logos. We lead with the situation we walked into and what changed after we left.

Compliance SaaS · Series B

Three buyer segments, one homepage

Situation The product had expanded into three buyer segments, but the homepage still spoke to the original one.

Diagnosis The positioning was accurate for 2019. It was invisible to the buyers who now made up 60% of revenue.

What we did Positioning platform, messaging framework, homepage rewrite, sales one-pager.

Demo requests from the new segments doubled in 90 days.

Project management · Growth stage

Onboarding that stopped confusing users

Situation Support tickets about onboarding were high. Users were dropping off before completing setup.

Diagnosis The UI copy was technically correct and emotionally cold. Users didn't know why they were being asked for information.

What we did Microcopy audit, rewritten onboarding flow, UX writing guideline.

Onboarding completion up 34%. Support tickets about setup down 22%.

Data platform · Pre-enterprise

Startup website, enterprise product

Situation The website looked like a startup. The product was enterprise-ready.

Diagnosis The messaging was feature-led. Enterprise buyers needed outcome-led proof.

What we did Positioning, messaging, web copy, enterprise one-pager.

Sales cycle shortened by three weeks. The sales team started using homepage language in calls.

How we work

No black boxes. No big reveals.

You will know what we are doing, why we are doing it, and what you will have at the end of each phase.

Diagnosis

We listen to your customers, your sales team, and your prospects. We map the competitive field.

Positioning decision

We recommend a position and defend it with evidence. You make the call with us in the room.

Messaging build

We build the narrative, value props, and proof points in the language your buyers use.

Application

We write the web copy and fix the microcopy. The strategy becomes the page and the product.

Validation & handoff

We test with real buyers and hand over a system your team can use without us.

What you provide

Access

Customer and prospect interviews, sales calls, and product access for UX writing.

A decision-maker

Someone in the room who can approve a position, not just take notes and relay it.

Engagement models

Diagnostic sprint

Two weeks. A clear read on what is broken, what to fix first, and what the positioning should be.

Full positioning and web copy

Six to eight weeks. Positioning platform, messaging framework, homepage and key pages, microcopy fixes.

Ongoing messaging partner

A monthly retainer for teams that ship fast and need the language to keep up.

Fit

Who this is not for.

We are not a content agency. We don't run ongoing blog production. We fix the core narrative and the language that carries it.

Pre-product or pre-revenue. You need a product and real buyers before positioning can be sharpened.
A deck and nothing else. We only consider positioning finished when it's on the page and in the product.
Content volume. We do not write 40 blog posts a month. We fix the narrative that makes every other piece of content work.

About

Firm standards. Personal accountability.

I lead every engagement. The person you meet in the pitch is the person who does the work.

I've spent more than a decade inside B2B SaaS and fintech, building products at Tide and Jedox. The same problem kept appearing: the product improves, but the messaging and user experience don't keep up. A feature only matters if people understand it.

Most firms separate strategy from the words on the page. I don't. Positioning isn't done until it shows up in the copy and the product.

My work brings product strategy, positioning, messaging, and UX together. I've done it from the inside, defining roadmaps, running A/B tests, and shipping work that drove a 12% lift in user activation and €0.75M in revenue. I'm still a builder too, launching AI-native SaaS apps from scratch.

One person accountable for the whole picture, from positioning to microcopy.

If that sounds right, let's talk.

Insights

How we think.

One piece of recent thinking. There is no blog archive.

Positioning

Positioning before redesign: why your new website won't fix your messaging problem

Most redesigns start with a new visual system and end with a scramble for copy. That's backward. The words should decide the design, not the other way around.

Microcopy

The microcopy test: does your product sound like a person?

Open your product. Read the empty states and error messages out loud. If you wouldn't say them to a colleague, they're wrong.

Next step

Ready to fix the gap?

Book a 30-minute call. We'll talk about your messaging, where it breaks, and whether we're the right fit.

hello@saaswords.co

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