Your pricing page is the closest point of conversion as a SaaS company, making it your last chance to really drive home the value of your tool and convince prospective users to sign up.
Sitebulb is one of the leading website crawlers for SEO. Used by marketing teams of all sizes, all around the world, we needed to create a collection of pricing pages for Sitebulb’s two offerings:
- Their Cloud-based crawler
- Their new Desktop crawler
Before writing the copy, I conducted in-depth brand, audience, and market research. This research consisted of:
- Brand survey and interviews with internal stakeholders
- User survey collecting user experience and insights from their current customers
- User interview with one of their Desktop customers to further understand their needs
It also included additional independent research and analysis to understand their positioning in the market and how we should position them to attract their target audience.
When writing the copy, I prioritised striking the balance between capturing Sitebulb’s fun, playful tone of voice while demonstrating the value and expertise offered by their tool. I also used the voice of customer data gathered from user research to make sure the copy spoke directly to the motivations, expectations, and needs of their target audience.
Before delivering the copy, I mapped out a copy wireframe to demonstrate how this copy should look on the page. This helped weave crucial UX details into the copy, making sure each word was positioned for maximum impact.
As Sitebulb offers two tool types, each with multiple tiers, it was crucial to emphasise the difference in value between each of these tools. This included in-depth user research, identifying the core needs of the target audience for each of these tools. After this, I then strategically wrote the copy to deliver high-impact for the needs of the prospective users.
Sneak peek at the delivered copy
