Make Tech Startup Copy That Converts

Pinpoint the Value: Problem, Promise, Proof

Replace buzzwords with a simple before-and-after. What pain exists today, and what outcome appears after using your product? A founder we coached swapped “AI orchestration” for “remove deployment blockers in minutes,” and demo requests jumped within a week.

Pinpoint the Value: Problem, Promise, Proof

Numbers beat adjectives every time. Use concrete metrics, named customers, timelines, or benchmarks. Instead of “unmatched performance,” write “cuts build times by 43% on average.” If you lack data, pilot with five users and publish straightforward, honest results.

Pinpoint the Value: Problem, Promise, Proof

Specific audiences unlock specific promises. “For fintech compliance teams” beats “for everyone.” When we niched a headline toward Series B ops leads, replies finally arrived with urgency. Tell us your target slice, and we will help sharpen your message.

Know Your Reader: Jobs-to-Be-Done Research

Ask when the problem became painful, what workarounds exist, and what happens if nothing changes. One CTO admitted weekends disappeared to manual rollbacks; that line became our opening hook and resonated instantly with stressed teams juggling on-call duties.

Translate features into jobs and outcomes: reduce risk, regain time, increase confidence, show progress. A “dashboard” becomes “confidence at 9 a.m. stand-up.” Tie every feature to a measurable job the user is hiring your product to perform today.

Lift real phrases from interviews; readers recognize their own words. One customer said, “We fear Friday deploys.” The headline became “Ship on Fridays without the fear.” Engagement improved because the copy echoed genuine, emotionally charged language.

Build a Messaging Architecture You Can Scale

Write a single sentence that names your audience, the painful problem, and the quantifiable outcome. Keep it under twenty words. If you cannot fit it, your positioning may be too broad. Iterate until a teammate can repeat it from memory.

Build a Messaging Architecture You Can Scale

Choose three core benefits and attach proof: case metrics, technical differentiators, and third-party validation. For example: faster onboarding, lower risk, clearer insight—each with a stat or quote. Pillars guide headlines, subheads, and feature explanations across every page.

Build a Messaging Architecture You Can Scale

Write short, calm responses to cost, security, and integration objections. Link to docs, audits, or demos. A startup we advised added a concise SOC 2 statement near pricing and saw fewer support emails and faster, more confident trials starting.

Run a Jargon Triage

Circle every vague term—platform, solution, AI-powered, next-gen. Replace with specific actions and outcomes. “Orchestrate workflows” becomes “automate approvals.” If a new hire cannot explain your headline to a friend, you still have hidden jargon to trim.

Make Pages Scannable and Friendly

Use descriptive subheads, bullet clusters, and white space. Put the benefit first, feature second. A simple layout—headline, subhead, proof, call to action—reduces cognitive load. Usability tests repeatedly show faster comprehension when copy blocks are bite-sized and purposeful.

Tune Voice and Tone for Trust

Set voice traits like direct, optimistic, and evidence-led. Adjust tone by context: empathetic for problems, energetic for solutions, steady for security. Publish a short style guide so teammates, agencies, and founders speak one consistent, reliable language everywhere.

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