SaaS / B2B Software
Welcome and onboarding email sequence rewrite
The Problem
Trelliswork's trial-to-paid conversion was at 8.3%, well below their target. The onboarding emails were generic, feature-focused, and failed to show the product's value in the context of how the user actually worked.
What We Did
We rewrote the 6-email welcome sequence to lead with specific jobs-to-be-done rather than product features. Each email addressed one pain point, demonstrated the solution, and ended with a clear single action. Research included 12 customer interviews and analysis of the highest-rated support tickets.
The Result
Trial-to-paid conversion rose from 8.3% to 13.1% in the first 60 days. Open rates improved from 38% to 54%. The sequence now runs as their default onboarding flow.
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Professional Services
Full website copy overhaul: 8 pages
The Problem
Aldine is a boutique financial advisory firm. Their website read like every other advisory firm -- credentialed but cold. Prospects were visiting and leaving without booking a call. The words told people Aldine was experienced. They did not show why that experience mattered to a specific type of client.
What We Did
We rewrote all eight pages using a clear positioning strategy: Aldine serves business owners preparing for a liquidity event or exit. Every headline, every body paragraph, and every CTA was written for that specific person -- not a generic investor.
The Result
Discovery call bookings increased 41% in the first quarter after launch. The team reported that calls were starting with better-qualified prospects who already understood the firm's approach.
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