B2B SaaS Copywriter

I help software companies like Looker, Impact and Yesware dial in their messaging & positioning.
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Websites • Landing Pages • Emails • Case Studies
brooks-lockett

Conversion copywriting for venture-backed and profitable bootstrapped B2B SaaS companies:

A Copywriter who's also a long-term B2B SaaS Growth Partner:

Working with most copywriters in 2022:

Care more about voice and tone than revenue
Lack of SaaS expertise leads to more marketing fluff
Only writing, no strategy

Working with me:

Deep experience in B2B SaaS
Focus on process and revenue
Handles strategy and execution
Shares your long-term focus
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"106% Outlook trial increase. 38% Gmail trial increase. 32% qualified pipeline increase."

"Brooks worked on a huge conversion copywriting project we ran at Yesware to re-work our homepage.

Some quick project results:

• Outlook trial starts increased 106% month over month
• Gmail trial starts increased 38% month over month
• Homepage conversion increased from 3.9% to 4.4%, a 13% lift
• Leads increased 18% month over month
• We added 32% more new qualified opportunities to our pipeline from the month before. So while lead flow did increase, there was an even greater increase in the amount of net new pipeline generated the following month since the new homepage was live."

Ian Adams, VP of Marketing & Sales at Yesware

”If your SaaS product has a positioning problem...”

"Brooks is a master at helping SaaS businesses positioning their product and write truly converting copy.

His approach to jobs-to-be-done research and unique ability to exract effective language and organize it into a better home page and marketing materials is bar none.

We now use Brooks on all of our products within our SaaS portfolio at Inturact Capital.

If your SaaS product has a positioning problem and your marketing efforts are just not converting, Brooks is your best bet at turning things around."

Trevor Hatfield, Product Led Growth at Inturact Capital

”He deeply understands the B2B buyer’s process.”

"Brooks has been great to work with. He dove deep into learning not only who our customer is, but exactly how they speak. He reviewed hundreds of reviews, watched demos of our software, conducted interviews and pored over blog posts to make sure he had a great understanding. This is what sets Brooks apart from other generalist copywriters.

He deeply understands the B2B buyer's process. This combined with the ability to write like the customer speaks causes his copy to resonate in a way other copy can’t.

If you have a SaaS copywriting project I'd highly recommend Brooks."

Bryan Christiansen, CEO & Co-Founder of Limble CMMS

”Insightful questions to help shape strategy”

"As a freelance copywriter, Brooks has become an invaluable member of our extended creative marketing team at Looker/Google Cloud.

He’s organized, engaged, and obviously loves what he does. He has adapted to our brand’s voice and tone, and takes direction well when needed. His work – email campaigns, blogs, websites, interviews – and working style have been highly praised by our full-time team at all levels.

We’ve had existing campaigns increase in engagement after he optimized them. He’s also helped build new campaigns that have performed above our goals/ KPIs.Brooks is a true collaborator who always asks insightful questions to help shape the strategy of every project. He dives into research with alacrity, seeking to understand a challenging industry and a complex product.

He cares deeply about knowing the audience and the humanity behind the product, so the message is on target at every touchpoint. I highly recommend Brooks to anyone or any org looking for a smart, passionate writer with a sense of humor, who – most importantly – gets results."

Karen Lo, Customer Experience Art Director at Looker

Websites, landing pages, case studies and emails that move prospects to hell yes.

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Copy without process reeks.

From first calls to finished deliverables, here’s the process I follow to make sure your copy attracts the right customers who stick around longer.

1. Online Proposal

We’ve talked through your messaging goals and what you’re looking for in a project.

I'll send you a short proposal that includes:

1. Expectations from both you and me
2. Overall scope and list of items I’ll deliver
3. My earliest available start date
4. Deadlines

2. Copy Strategy

I spend 80% of my time here.

Before I write one word of copy, I'll take a deep dive into understanding your business, competitors, positioning, product or service offering, and customers.

I’ll dig into your website, recorded demos, analytics, user sessions, chat logs, and anything else that helps me understand your product's value.

Ideally, I’ll interview your customers, sales team, and get a demo of your product.

3. Copy Execution

I use my findings to write your copy.

I include low-fi mockups in Balsamiq and suggestions for the copy’s layout and design — no guessing which blocks of text go where.

Along with the finished copy and wireframe, I attach an in-depth video recording with suggestions for how I envision it’s design and presentation.

But your designers can use their expertise to frame it how they see fit. And of course, we go through revisions until both sides are satisfied.

4. Conversion Optimization

Once your copy starts getting traffic, you need to tend to the garden.

I’ll stick around to make sure your copy stays on-par with how buyers buy.

I often work this part into the initial agreement with clients. It’s best to have the copywriter in your corner to closely analyze results and make small tweaks over time based on those results.

If that’s something you’re interested in, we should have a conversation.

”Knows what it takes to make SaaS products resonate”

“What I love most about working with Brooks is that he doesn’t write any copy until he digs around inside your customers’ heads and highlights the product’s unique value points.

He knows what it takes to make SaaS products resonate with an audience. He sifted through hours and hours of customer data to pull out the key benefits and pain points that belonged in our website, landing pages and email copy.

It’s refreshing to have a copywriter in your court who prioritizes conversions and provides value beyond just writing results-focused copy.”

Mike McCabe, Co-Founder of SimpleCrew

”Quickly absorb the technical details of a service offering”

“Brooks’s knowledge of the managed data solutions market, combined with his ability to quickly absorb the technical details of a service offering and then turn it into clear, compelling copy, all set him apart from a generalist copywriter.

He relentlessly prioritizes understanding the client’s needs and work to satisfy them by the agreed upon deadlines. After months of working closely with Brooks, I have only good things to say about his attention to detail, commitment and the quality of the work he turns in.

I recommend his services to any technology-related business that needs strong copy for websites, landing pages, case studies and video scripts.”

Marc DeCarlo, Founder & CEO of RAN Wireless

Helping B2B SaaS businesses across the globe win on messaging & positioning:

Wanna talk about a project?

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Power your SaaS marketing with conversion-focused copy

Websites, landing pages, video scripts, case studies and emails that get prospects to take action.

Interest & Acquisition: Great copy never focuses on your business and your features. I help you connect your SaaS business’s value to the specific problems your ideal customers are trying to solve through cold email campaigns, landing pages and web copy.

Trial Onboarding: Once you acquire customers, walking them through your software and service plan needs to be perfectly mapped out. I help you build an easy-to-follow onboarding kit that makes your customers even more excited to use your software.

Retention, Expansion & Renewal: Profitable SaaS companies know that more revenue comes from nurturing and growing your existing customer base. But they don’t execute a repeatable plan to increase retention, up-sells and cross-sells. I help you keep customers engaged and involved through automated lead nurturing and up-sell email campaigns.