About
Hans Thorleifsen, freelance copywriter for B2B SaaS.
I help B2B SaaS teams say what their product does in words buyers understand. I work remotely with founders and marketing teams.
I write website copy, landing pages, email sequences, messaging and positioning, and copy audits for SaaS and software companies. It is mostly the same problem in different formats: a product that does something useful, described in a way that is hard to follow.
- Name
- Hans Thorleifsen
- Role
- freelance copywriter
- Based in
- Denmark
How I think
Before I make a copy decision I want to know who the reader is, what the product does for them, what they compare it with, which objections come up, and what evidence exists for each claim.
I keep four things apart: evidence, recurring patterns, my own inference, and what is still unknown. I do not invent testimonials, statistics or product results. When the proof for a claim is thin, the claim gets weaker rather than louder.
What that gives you
- Claims checked against the supplied material, with gaps recorded for review.
- When the proof is not there yet, the copy shows the product instead of asserting results.
- Writing decisions explained alongside the draft.
Kept apart
- Evidence
- Recurring patterns
- Inference
- Unknown
One example · A claim refused
Any time saved figure. No hours, no percentages, no "teams save X per week."
The fictional ContextGrid brief assumes eleven beta companies and several months of usage. It describes the product’s behaviour but supplies no measured time-saving outcome, so the strategy rules out time-saved figures.
The strategy puts the capture mechanism before the features to address whether the decision record will stay current. The strategy lists the claims the brief cannot support, each with the reason it is refused. The research that would settle them is listed separately, ordered by how much each answer would change the position.
The projects on this site
These are self-directed concept projects for fictional software products. Each page presents the work, explains the decisions behind it and describes the concept’s scope.
I wrote the finished copy in this portfolio. I use AI tools to support research and editing. AI also helps me develop the case-study explanations from my project documents, and I review and correct those explanations before approving them. This website was built with AI assistance.
How I came to copywriting
In kindergarten, I overheard a caretaker tell my parents that I lacked imagination. I never found out what she meant. Her words stayed with me.
My cousin and I spent hours inventing characters and building worlds together. We gave them stories, rules and small details, and sometimes became so absorbed that we lost track of what was happening around us.
Years later, I started writing fiction. I enjoyed working out how a character would speak, what they wanted and what could persuade them to act. Eventually, I began looking for other ways to use that interest in people and language.
That led me to copywriting. I liked having a clear purpose for each piece of writing and a reader whose questions I needed to understand.
Writing about software gives me plenty to work through: how a product works, where it fits into someone’s day, what they compare it with and what they need to know before choosing it. I’m interested in the research behind those decisions and the work of turning it into clear, specific copy.
Today, my main services are website copy, landing pages and customer email sequences. I also offer sales pages, ads, messaging and positioning, and copy audits.
Outside my copywriting work, I write fiction.