I work with SaaS companies that have found their footing and are ready to grow up. The product works. The team is serious. The reason deals are stalling isn't the product.
I help them figure out where their trust is leaking and fix it before it costs them another deal.
In 2025, your buyers are doing more research, involving more stakeholders, and taking longer to decide. They're not looking for the most innovative option. They're looking for the safest bet.
And they're sceptical of what they read. 73% of B2B decision-makers trust peer recommendations when assessing a business purchase. Only 39% trust AI chatbots. (Reddit/SurveyMonkey, 2024)
That means your copy, your content, and your social proof aren't just marketing any more. They're credibility signals. If those signals are weak, inconsistent, or missing, you're losing deals before you've had a chance to pitch.
This is the trust gap. Most SaaS companies have one. Almost none of them know exactly where it is.
Seven years of working inside B2B SaaS taught me one thing: credibility isn't a nice-to-have. It's a multiplier. The formula is simple:
Buying Likelihood = (Price + Positioning + Product) × Credibility
The maths is the point. Credibility doesn't add to your other marketing efforts. It multiplies them. A company with strong credibility signals finds that everything works harder: copy lands better, prospects arrive half-convinced, and sales cycles get shorter.
Forrester found that buyers who trust a supplier are twice as likely to recommend them. That's not a soft benefit. That's pipeline.
My job is to find where your credibility is leaking and help you fix it.
"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
Two ways to work with me. One starting point.
Most SaaS companies have no idea where their trust is leaking. The audit changes that. I work through all five categories of the Credibility Multiplier (social proof, authority, brand presence, people, and process) and give you a clear picture of where you're losing prospects before you've had a chance to pitch them.
You'll come out with a prioritised roadmap and an honest assessment of what to fix first. No fluff, no 40-page decks nobody reads.
The audit tells you what's broken. This fixes it. A 3-6 month engagement where we work through your credibility gaps systematically, rebuilding the signals that are hurting you, building the ones that are missing, and measuring the change over time.
This isn't a retainer where I write content and hope for the best. It's a structured programme with a clear outcome: a SaaS company that buyers trust more at the end than at the start.
If you're not working with me, you're likely doing one of these.
"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 Brent
Founder, SaaSy DB
I spent seven years writing copy and content for B2B SaaS companies. Startups trying to explain what they do. Established players like WorkNest, Elastic, and Float who needed a sharper story.
The same pattern kept showing up: companies with genuinely good products, losing deals they should have won. Not because of the product. Not because of the price. Because something about the way they showed up — their social proof, their content, their credibility signals — made a cautious buyer hesitate.
That's why I built the Credibility Multiplier. And it's why I do this instead of writing copy.
77% of software buyers consult user reviews before purchasing. 54% speak to an existing user (TrustRadius, 2025). Most of those buyers are making up their minds before you've had a single conversation with them. 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. It's free. It's honest. And it usually surprises people.
Take the scorecard →
Most SaaS companies think their marketing isn't working because the copy's bad, the ads aren't targeting right, or the budget's too small. It's usually none of those things. It's that nobody really understands what the product does or who it's for. This book is about fixing that: how to position your SaaS so clearly that prospects stop comparing you with the competition, and AI stops lumping you in with it too.
Buy on
Most SaaS companies produce a lot of content and get very little out of it. The reason is usually that they're creating the wrong piece first. There's a specific type of content that builds credibility, earns trust, and makes every other piece of marketing work harder. This book is about finding that piece and getting it right.
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
Most companies do. The question is whether it's costing you deals, extending your sales cycles, or just making your marketing work harder than it should. Book a Trust Audit and we'll find out. I'll tell you honestly if I think you don't need one.
Book a Trust Audit →
