The Credibility Multiplier: Jon McGreevy's SaaS growth framework
The most convincing position is a credible one.
The Credibility Multiplier
Why some SaaS brands convert easily, and others don't, regardless of their copy, pricing, or product.
At the end of 2025 I had a bit of an epiphany.
After several years as a copywriter, I was trying to work out why some companies excel with shite copy, while others flounder with excellent copy. When I talked to colleagues about this, they noticed the same thing about SEO, branding, ads. The same tactics produced wildly different results depending on the brand. Especially when it came to conversion.
The difference was credibility.
Brands with strong credibility signals find it much easier to get traction with whatever marketing they're doing. Copy lands harder. Prospects come into conversations already half-convinced.
I tried to frame this as a filter at first: the idea that prospects view everything through a credibility lens. But that was wrong, because credibility doesn't always come before the offer. You might see an ad, go to the website to check if it's legit, Google the company, look for reviews. The credibility check happens at different points for different people.
So instead of a filter, I landed on a multiplier.
The Formula
Buying likelihood = (Price + Positioning + Product) × Credibility
The reason for the multiplication is trust. If two friends ask to borrow £50 and you can only lend to one, you lend to the friend you trust more. Doesn't matter if the other one has a better reason. Trust wins.
B2B SaaS works the same way. And at the price points SaaS companies operate at, the trust bar is higher than most people account for.
The five credibility signal categories
Every credibility signal I've come across falls into one of five categories.
1. Social Proof
Letting your existing customers do the talking. Case studies, testimonials, reviews, user stats, customer logos, awards. The fastest trust shortcut available.
2. Authority
Demonstrating that you know what you're doing. Educational content, podcasts, newsletters, webinars, awards: anything that shows expertise rather than just claiming it.
3. Brand Presence
Looking like a company that'll still be around in two years. Professional website, cohesive design, consistent social media, real headshots.
4. People
How you present the humans behind the product. Founder brand, team experience, employee activity. Especially important for smaller SaaS.
5. Process
Being an open book about how you do business. Pricing clarity, transparent onboarding, visible support. Hiding information is a credibility drain.
Ready to fix the gap?
If you want to know where your company sits across these five areas, a Credibility Audit is the place to start. If you'd rather just get the copy and content right first, the services page covers that too.
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