Website Copy · SaaS Rewrite

Northwind SaaS Website.

Full-site rewrite that lifted trial signups by 34% — every page rebuilt around one question buyers actually ask.

Founder reviewing the new Northwind website on office monitors

Overview

Northwind had a powerful scheduling platform and a website that buried it under jargon. Bounce rates were brutal and trials flat. Pagelark Words rewrote the homepage, three product pages, pricing and about — fourteen pages in total — in plain, confident language.

Challenge

The old copy spoke to everyone and convinced no one. Technical buyers needed specifics; operations leads needed outcomes. One voice had to serve both without watering down either.

Approach

I mined support tickets and demo-call notes for the exact phrases prospects used, then rebuilt each page as a single argument: the old painful way, the Northwind way, the proof. Trial signups rose 34% in the quarter after launch, and sales started quoting the homepage back to us.

  • 14 pages rewritten with SEO metadata throughout
  • Voice-of-customer research from calls and tickets
  • 34% lift in trial signups post-launch
Client
Northwind Scheduling
Service
Website Copy
Timeline
3-week rewrite
Outcome
+34% trial signups

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Open-plan office during the Northwind messaging workshop Pairing copy drafts with the design team at a computer

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