Orchid Write

Website copy, landing pages and email sequences for B2B SaaS.

For founders and marketing teams at B2B software companies. I help explain the product, identify who it serves and give readers the information they need to take the next step.

Not sure where to start?

Website copy

Homepage, product and pricing pages that explain what you do and who it's for.

Who it suits
Teams launching a new site, or rewriting one that no longer matches the product.
The problem
Visitors read a list of features and still cannot tell whether the product is for them.
Next step
Send a link to the current site and say which pages are in scope. Get in touch

Deliverables, agreed in scope

  • Messaging outline for the pages in scope
  • Page copy in a wireframe document
  • Implementation notes

What I need from you

  • Product access or a walkthrough
  • Any existing pages or drafts
  • Any customer research you have

Also under this servicePricing pages · Comparison pages

Landing pages

Single-purpose pages for campaigns, paid traffic or launches.

Who it suits
Teams sending campaign or paid traffic to a page that has one job.
The problem
The page has to pick up where the ad or email left off, and carry one offer to one next step.
Next step
Send the offer and the campaign the page belongs to. Get in touch

Deliverables, agreed in scope

  • Offer and audience brief
  • Page copy, with headline variants where agreed
  • CTA and form copy

What I need from you

  • The offer, and where the traffic comes from
  • The ads or emails that lead to the page
  • Product access or a walkthrough

Also under this serviceSales pages

ScopeDeck
Concept project

Concept landing-page headline"One more small thing" now has a price, a deadline, and an approval.

Read the project

Projects that show itScopeDeckSignalNestTaskLoomRenewalRadar Growth

Email sequences

Onboarding, nurture and re-engagement sequences, with a clear purpose and next step for each email.

Who it suits
Teams helping trial users get started, following up with leads or inviting customers back.
The problem
Each email needs a reason to arrive, useful information and a clear next step. The sequence needs to connect those steps.
Next step
Send the emails you have, the events that trigger them and the action you want readers to take. Get in touch

Deliverables, agreed in scope

  • Sequence map with timing
  • Subject lines and preview text
  • Full email copy

What I need from you

  • The audience, what triggers the sequence and what readers should do next
  • The emails you send today
  • Product access or a walkthrough

Also under this serviceTrial conversion emails · Feature announcements · Win-back emails

FlowPilot
Concept project

Email 2 of 5 · Day 2

Five steps, four people, no owner

Each step takes two minutes. The gaps between them take two days.

Intended action: Map one workflow with the worksheet

Read the project

Projects that show itRevisionDeskFlowPilotFlowLedger

Supporting services

Groundwork before the writing, or a review of what exists

  • Messaging and positioning

    A written foundation for the copy: the audience, their problems, current alternatives, the product’s difference and the evidence behind its claims.

    What it covers

    • Audience
    • Customer problems
    • Current alternatives
    • Differentiation
    • Message order
    • Supporting evidence
    • Example copy, optional and agreed per project
    ContextGrid
    Concept project

    Working category lineDecision records for the whole company, without anyone writing them.

    Read the project

  • Copy audits

    A structured review of an existing page or funnel with prioritised fixes.

    What it covers

    • Annotated excerpts
    • Assessment criteria
    • Prioritised recommendations
    • Proposed edits
    • Limits of the assessment
    ClientHarbor
    Concept project

    From the first findingNaming the limitation is a positioning asset here, not a weakness.

    Read the project

Process

  1. Agree the brief and scope

    We agree what is being written, who it is for, what it should achieve and what is included, before any writing starts.

  2. Research the product and audience

    A product walkthrough, the existing pages, and whatever customer research exists: calls, reviews, support questions. I list anything I cannot find out as unknown.

  3. Develop the message structure

    Before drafting, I set the order of the argument: who the copy is for, the problem, what the product does about it, the proof that exists and the next step.

  4. Draft

    A first draft in a shared document, with notes on each decision.

  5. Revise against agreed feedback

    Revisions follow the feedback we agreed on in the scope.

  6. Deliver organised copy

    Copy handed over page by page or email by email, with implementation notes for whoever builds it.

Working terms

Scope
Agreed before work starts: what is written, what is included and the revisions that come with it.

Questions asked before a project starts

What happens after I contact you?
I ask about the product, the audience, the goal for the project, and any research you already have. Then I tell you what I would write or change, and what the scope would look like.
Can I ask for edits?
Yes. Revisions are part of the scope we agree before writing starts.
Can you work on just one page or email sequence?
Yes. Projects can be scoped individually. A single landing page or one sequence is a normal place to start.
Can we work together again after the first project?
Yes. If the first project goes well and you have more copy to work on, we can discuss the next project or an ongoing arrangement.
Are the projects on this site client work?
No. These are self-directed concept projects for fictional products. Each project page explains the work and its concept scope.

Have a page, a sequence or a positioning problem?

Discuss a projectSee the work →