Great SaaS loses to lesser SaaS every day.
This is normally because the lesser SaaS looks more trustworthy. I fix that with copy, content, and a messaging strategy built around the one thing that multiplies everything else — credibility.
The copy's fine. So why isn't it working?
Most growth-stage SaaS companies don't have a copywriting problem. They have a credibility problem. Your prospects are comparing you with five other tools. They're reading reviews, checking LinkedIn, looking for case studies, and forming an opinion about whether you seem legit, before they've read a single word of your homepage copy. If you don't look credible, none of the copy matters.
Seven years of SaaS copy taught me one thing.
The Credibility Multiplier
Brands with strong credibility signals find that everything works better. Copy lands harder. Prospects come into conversations already half-convinced. The formula is simple: Buying likelihood = (Price + Positioning + Product) × Credibility. The maths is the point. Credibility doesn't add to your other efforts; it multiplies them. My job is to raise that number.
- Copy that builds trust
- Content that demonstrates authority
- A narrative that compounds over time
"Jon helped us see things from a sharper, more strategic perspective. In just two days, we completely rewrote Creatora's homepage. Same product, same features, but a radically clearer story. He didn't just improve our messaging. He saved us weeks of wandering in the dark."
Alessandro Trezza
Co-Founder, Creatora
What I actually do
The services I provide to growth-stage SaaS companies.
Messaging & Copy
I work on the messaging layer first: who you're for, what you actually do differently, and why that matters. Then I write copy that carries that message without losing it in the second paragraph.
Content Strategy & Writing
I build content strategies around your positioning, then write the pieces that make people think 'these people actually know what they're talking about.'
Credibility Audit
I'll work through all five categories of credibility signal and give you a clear picture of where you're losing prospects before you've had a chance to pitch them.
"I'm not a great copywriter, and I'm certainly not a positioning expert. Jon is both. His feedback on how to improve the positioning of my SaaS company was powerful, but also easy to digest and easy to implement. I'd recommend Jon to anyone whose marketing website is important to their company's growth."
Stuart Broad
Founder, SaaSy DB
Seven years. A lot of SaaS. One framework.
I've been writing copy and content for B2B SaaS companies since 2018. Startups trying to explain what they do for the first time. Established players like WorkNest, Elastic, and Float who needed a sharper story. The Credibility Multiplier came out of that work.
What's your credibility score?
Most SaaS companies have no idea where their credibility is leaking. The Credibility Scorecard takes three minutes. It scores you across all five credibility signal categories and tells you exactly where the gap is and what to fix first.
Take the scorecard →Two books, if you want to go deeper.
Bad Positioning Kills Good SaaS
If your marketing feels like it's working against you — high CAC, low conversions, prospects who can't explain what you do — this is probably why. The book walks through how bad positioning quietly destroys otherwise good marketing.
Buy on
The First Domino
Content is the first thing most SaaS companies get wrong. This book is about creating the right content: the piece that tips everything else over. The one that builds credibility, generates leads, and makes every other piece of marketing easier.
Buy on 
"Jon captures the client's voice while targeting customer pain points with precision. His talent, professionalism, and humour has elevated a number of projects."
Marc Thomas
Head of Growth, Powered By Search
Ready to close the credibility gap?
If your marketing is working harder than it should for the results you're getting, let's talk. Tell me what you're working on and I'll tell you honestly whether I can help.
Work with me →