Writing User-Friendly Website Content

I've created 100s of SaaS landing pages that (1) rank in Google and (2) convert traffic into customers. And I'm now doing the same for my own SaaS, Kleo. Here's the exact landing page plan I'm following: 1. Hero section Company logo: Ensure branding is immediately visible. Headline: Benefit-driven headline that captures attention and clearly states the (compelling) value proposition. E.g. "Discover and create the best LinkedIn content" Subheadline: Supporting statement that adds further clarity to the headline. E.g. "Kleo is the free browser extension that helps you easily find inspiration and create content on LinkedIn." Primary CTA: Button that stands out and guides the user to the desired next step. E.g. "Install on Chrome" Social proof: Show that people like the reader are also using the product (and how many). E.g. "Loved by 27,000 LinkedIn users" (include visuals like user images or logos) Image or video: Add an image, video, or GIF that visually communicates the product in action, making it easy for users to understand how it works. 2. Benefits section Key benefits: Show the main benefits of the product and give a brief description of the features that achieve this. E.g. "Study any creator’s content. Zoom in on your favourite creators to get better insight into their content and standout posts." Supporting visuals: Include images to reinforce the benefits and showcase the product in action. 3. More social proof Testimonials: Include quotes from satisfied customers to increase authenticity. Trust signals: Add logos of well-known brands or individual users to further establish credibility. E.g. "Trusted by 1,000+ teams worldwide" 4. FAQ section Address the most frequently asked questions to overcome any objections. E.g. "Is Kleo detected by LinkedIn?" Use Google autosuggest, keyword research tools, and search modifiers to find SEO-focused questions to further optimise for your target keyword(s). E.g. "Why is Kleo the best LinkedIn content tool?" 5. Final call to action (CTA) Encourage users to take immediate action. E.g. "Start using Kleo for free" 6. Internal linking Links to related features: Provide links to other feature pages to keep users exploring. E.g. “See how you can preview posts with Kleo" Make sure to also link to the new landing page from other pages with optimised anchor text. 7. Mobile optimisation Ensure the landing page is fully optimised for mobile users with quick load times, easy navigation, and mobile-friendly CTAs. 8. Footer section Contact information: Include contact details like email, phone number, and address or a link to support. Legal information: Provide links to important pages such as Privacy Policy and Terms of Service. 9. Repeat for every feature We created 8 of these feature pages for a B2B SaaS company a few months ago. They now: - Rank for searches directly looking for their product - Get 20,000+ "warm" SEO traffic per month It really works.

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

If you over-curate & overthink your personal brand to perfection, your engagement will be dead! You see them everywhere—polished, poised, and perfectly positioned personal brands. Yet, their engagement is flat. Their audience? Passive. This is the"Perfect Persona" Effect—where people curate an online brand so flawlessly that it becomes unrelatable. And science backs this up. 📌 A study from Harvard Business Review found that leaders who share their struggles increase trust by 66% compared to those who only share polished success. 📌 Social psychologist Dr. Elliot Aronson’s "Pratfall Effect" proves that people perceive those who show vulnerability as more likable than those who appear perfect. The brands that win aren’t the ones that look flawless. They’re the ones that feel real. This is how we work this out with SackBerry clients: 1. Show the process, not just the results. ❌ “We grew our business 10x in a year!” ✅ “We struggled for months with zero sales—here’s what finally worked.” People relate to struggles, lessons, and real journeys. Share the how, not just the highlight. 2. Write like you talk. The easiest way to sound human? Read your post out loud. If you wouldn’t say it in a conversation, rewrite it. 3. Share your unpopular opinions. The fastest way to stand out isn’t to blend in. Take a stance. Challenge industry clichés. Say what others won’t. 4. Use the “3-Post Rule” to create trust. Your content should rotate between these formats: A personal story (human connection) An actionable insight (expert credibility) A polarizing take (sparks discussion) 5. Don’t fear the “mess.” -Not every post needs to be perfect. - Test new ideas. - Share drafts. - Build in public. People love watching something unfold in real time. So, tell me—what’s one thing you wish more people shared online? #PersonalBranding #Authenticity #BuildingInPublic #ContentMarketing

i built this prompt to make me proficient in any technical topic. it's been a godsend. it includes technical depth, but translates every piece of jargon into plain english with a real world example. feel free to steal it: 🧠 Deep Research Prompt Template (Extensible Version) Objective: Create a comprehensive research report on [INSERT TOPIC HERE]. The goal is to build a deep conceptual understanding of the topic — from its theoretical foundations to its real-world applications — so that I can use this as a launchpad for further exploration. Audience: A non-technical but intellectually fluent reader. I’m comfortable following complex discussions, but I’m not formally trained in this technical domain. Tone & Style: - Write in a clear, structured, and explanatory style. - Include technical depth, but translate every piece of jargon into plain English. - After each complex term, formula, or mechanism, provide: a) A plain-language translation (explain it like you’re teaching an intelligent layperson). b) A real-world, tangible example or analogy that makes the idea concrete. Content Requirements: 1) Foundations Section - Define the core principles, vocabulary, and historical context behind [TOPIC]. - Explain why this field exists, what problems it solves, and who pioneered it. - Use simple examples to show the basic mechanics at play. 2) Core Concepts & Mechanics Section - Dive into the key theories, processes, or frameworks that make up the topic. - Introduce any math, algorithms, or scientific models central to the field. - For each technical concept, pair the explanation with: a) A plain-language breakdown. b) A real-world illustration (e.g., from everyday life, business, nature, or technology). 3) Applications & Implications Section - Show how [TOPIC] is applied in real-world systems, industries, or technologies. - Include notable case studies or examples that demonstrate its impact. - Explain why understanding these concepts matters — what it enables or changes. 4) Integration & Broader Context Section - Connect this field to adjacent domains (e.g., how it interacts with math, physics, biology, economics, etc.). - If relevant, trace how the theory translates into practice (e.g., from code → circuits → behavior). - Highlight open questions or ongoing research frontiers. 5) Formatting & Accessibility Guidelines - Use clear headings, subheadings, and summaries at the end of major sections. - Define jargon inline, not in a glossary. - Use metaphors, analogies, or thought experiments liberally. - If helpful, include short “mental models” or “rules of thumb” to aid intuitive understanding. Output Goal: A research-style explainer (typically 3,000–5,000 words) that is educational, accessible, and intellectually rigorous — something that helps a curious but non-specialist reader gain a working, conceptual mastery of [TOPIC].

Don't try to sound smart. Try to be useful. 3 years ago, I deleted my most "impressive" newsletter. 2,000 words. Multiple frameworks. Industry jargon everywhere. 14 drafts. It felt "professional." It felt "high-level." It felt wrong. That week, a CEO guest spoke to me before our podcast: "You know why I listen to your show? Because you make things simple." Then she paused. "But your newsletter... sometimes I need a dictionary." That changed everything. I opened my analytics that night. The pattern was clear: My "smartest" content performed worst. My simplest advice spread fastest. I had been: • Writing to impress peers • Stacking jargon on jargon • Trying to sound "intellectual" • Hiding behind complexity So I started over. New rules: 1. Write like I talk 2. No words I wouldn't use at dinner 3. Every piece needs a clear "do this" Example: Before: "Contemporary market dynamics necessitate strategic pivots in content optimization." After: "Test what works. Double down on what people love." That decision? It built my entire business: • The podcast grew exponentially • The newsletter became my main lead generator • Sponsorship deals rolled in • Speaking opportunities opened up Best feedback I get: "Used your advice. Landed the client." "Finally, someone who makes this simple." "Implemented this today. It worked." The truth about expertise: • Rookies hide behind jargon • Veterans embrace simplicity • Masters focus on impact This philosophy drives everything: • How I write • How I speak • How I teach • How I coach Because here's what I learned: Value beats vocabulary. Always. 3 questions before publishing: 1. Would my mom get this? 2. Can someone use this today? 3. Did I remove all the fluff? Remember: Your audience's success is your scorecard. Not your vocabulary. Today? That decision to choose simplicity over sophistication was worth millions. But more importantly: It actually helped people. // Agree? Simple or complex content - which actually helps you more? Share below. #ContentCreation #Podcasting #Writing #ValueFirst

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

I didn’t win my first users with features. I won them with trust. Here’s how I built it. ✅ I don’t start with a pitch. I ask questions. “What’s your biggest struggle with content right now?” “What have you tried that didn’t work?” This helps me understand their world—before I even mention my product. ✅ I treat early users as collaborators, not just customers. Their feedback is gold. They tell me what’s confusing, what’s useful, and what’s missing. They help shape the product roadmap more than any spec sheet. ✅ I follow up personally. After someone uses the tool, I check in. “Was it smooth? Where did you get stuck? What would make it 10x easier?” These small touchpoints go a long way in building long-term trust. ✅ I’m transparent about what’s ready and what’s coming. I never overpromise. Instead, I say: “That feature isn’t ready yet, but we’re working on it—and I’d love your input.” In a world of automation, early-stage trust is still built one human at a time. If you’re building something new, don’t wait for perfection. Start conversations. You’ll build something better, and more importantly, you’ll build belief.

Most DeepTech founders either dumb down their science (lose credibility) or write academic papers (lose readers). To avoid this trap, here's my 5-step roadmap on how to explain complex tech without compromise: Step 1: The "Technical Sandwich" Method. To master this: → Start with a simple outcome ("We reduce ocean plastic by 40%") → Layer in the technical mechanism ("using bio-enzymatic polymer chains") → Close with the human impact ("saving 2M marine animals annually") Start here, then move onto Step 2. Step 2: Choose your Precision Framework. Now you have two options: 1/ Analogies (quantum computing = library with infinite books in one space) 2/ Metrics (latency from 200ms to 3ms = Netflix vs buffering) There's no wrong answer, but you must decide. Step 3: Master two Core Communication Pillars. 1/ Simple Hooks. → 9 words or less in your opener → Lead with outcomes, not process → Use contrast ("$100K sensors vs our $4,900 buoy") Once you master this, focus on: 2/ Technical Credibility. → Drop one precise term per paragraph → Link to peer-reviewed sources → Show the math when it matters Step 4: Know when to embrace complexity. Most founders oversimplify everything. Your audience is smarter than you think. Here are your options: → Technical founders? Go deeper on mechanism → Investors? Show the physics constraint you solved → General audience? Keep the complexity in comments The key is matching depth to reader expertise. Step 5: The credibility check. This final step is how you: → Validate claims with independent sources → Show real deployment numbers → Name the institutions backing you Do this and you can unlock both reach and respect. It's as easy as that. — What's the hardest technical concept you've had to explain in plain English? PS. I've ghostwritten for 10+ climate tech founders. The ones who balance simplicity with precision get 10x the engagement.

I used to think using complex terminology demonstrated expertise. That "leveraging synergies" and "utilising frameworks" showed I belonged in business conversations. The reality? No one was impressed. They were just confused. 💡 The breakthrough came when I started writing exactly how I think not how I speak. This transformed my newsletter engagement (open rates jumped over 30%) Here's why writing how you think (not how you speak) works: 1. Authenticity cuts through noise - Your natural thought stands out in a sea of corporate-speak - Readers sense when you're being genuine vs. performing - Trust builds faster with authentic communication 2. Simplicity enables action - Clear instructions get implemented - Complex directions get abandoned - Young entrepreneurs especially value directness 3. Relatable language builds connection - Industry jargon creates outsiders - Conversational tone creates community - Speaking their language shows you understand their world 📊 In marketing specifically: - Conversational emails see 17% higher click-through rates - Simple language in sales pages increases conversion by 2.1x - Readability improvements can boost engagement by 58% ➡️ Your readers aren't stupid. They're busy. They want to understand your point in seconds, not decode your buzzword bingo. When writing for my newsletter, pitching to investors, or speaking to young entrepreneurs, I constantly remind myself: "If my 16-year-old self wouldn't understand it, it needs a rewrite." Clear writing shows clear thinking. So next time you write anything: If a shorter word works, use it If you wouldn't say it in casual conversation, don't write it If it sounds like a "business robot," start over Simple, isn't it?