Every project here was solving the same problem: a SaaS company that was right for a buyer, but didn't look it yet.

They'd worked out their positioning: simplify compliance without dumbing it down, build genuine resilience rather than help people tick boxes. Good thinking. The copy across the rest of the site didn't reflect any of it. Every feature page, framework page, and sector page got rewritten to carry the same thread — that compliance confidence comes from having the right platform, right guidance, and right people in one place. Tens of pages, all pulling in the same direction.

Being capable isn't the same as being seen as a natural home for something. Elastic had the technical depth — vector search, NLP, LLM integration — but that doesn't matter if engineers aren't reading your content and thinking 'these people actually get where this is going.' This series was written to signal genuine understanding of the developer tooling world: LangChain, Amazon Bedrock, open-source LLMs. Fifteen articles. One representative piece linked below.

The problem wasn't the product. WorkNest had named experts with deep specialisms, real experience, genuine accountability. The old proposal buried all of it. Promises without faces, credentials without context, indistinguishable from every other B2B service deck. The new version put the experts front and centre: names, titles, photos, specific areas of expertise. So a prospect could see exactly who'd be in their corner. This was the project that first made it clear to me that credibility isn't about saying you're good. It's about making the proof impossible to ignore.

Win-back campaigns are easy to get wrong. Too earnest and they feel desperate. Too clever and they lose the point. Float needed to reach churned customers with a clear message — the product had genuinely changed — without it reading like a standard re-engagement blast. The answer was a two-email series: the first a love letter, self-aware enough to be charming and specific enough to land; the second a clean follow-up. Both ran as written.

Jon helped us with a very unique email series to communicate with churned customers as our positioning has changed. He brought really fresh perspectives and angles that we have never thought of and gave us a new tone of voice that's more vibrant and fun but the essence of our value is still very clear (that's skills!)

A plumber and a landscaper both need project management software. They don't have the same problems, the same workflows, or the same reasons to switch. Projul's generic positioning was leaving individual trades cold. The site could have been for anyone, which meant it wasn't really for them. Eighteen sector-specific landing pages gave each trade a reason to believe Projul understood their world: right problems named, right language used, right features foregrounded.