FOR B2B SAAS SELLING TO SKEPTICAL TECH EXPERTS
Engineer your website to convert technical prospects (with a data-driven framework)
No more: guesswork that leads to weak messaging, budgets wasted on shallow button tweaks, salesy promises that alienate technical experts.
Use your customer data and a proven framework to engineer messaging that gets you more users, demos, and revenue.
→ See if we’re a fit in 15-min (audio chat)
→ Specialized in technical buyer decision making
→ Research → strategy → live copy in one complete solution
“I love Edward’s attention to detail.
His background as a software engineer gives him the ability to see the big picture, but also to get into the detail, which is super important for writing and wireframing copy.
I was impressed with how efficiently he processed all the research data to turn it into polished copy.”
Chris Silvestri
B2B SaaS Conversion Copywriter
Host of The Message-Market Fit podcast
CERTIFIED BY THE SAAS CONVERSION EXPERTS AT
WHAT IMPACTS YOUR CONVERSION RATE
Why you need a different approach for converting engineers, CTOs, and CIOs
Technical buyers are deeply skeptical, analytical, and utility-focused
Technical people rely heavily on research when making a purchase.
They ask for recommendations in their network, they search online, and they check review sites. They compare alternatives in detail and look for evidence before making a decision. So what kind of messaging works? Clear, honest, and capability-focused.
Salesy copy throws them off.
You can avoid wasting budget with a framework that reduces risk
Most teams collect data but without a structured process it never turns into messaging that converts.
They don’t know how to turn data into insights so their messaging misfires like a shot in the dark. Most teams then try to reduce that risk by turning to shallow optimization tactics like tweaking buttons and headlines, instead of fixing the root problems.
They get marginal results at best.
Key insights get lost between the research, strategy, and copywriting
In most SaaS companies research, strategy, and copywriting live in silos.
There’s no reliable process to make sure customer insights flow well between these phases. So the insights get buried, diluted, or misinterpreted. The positioning becomes weak and the messaging ends up focusing on the features and benefits that fall flat with the ideal prospect.
So they pick the competition instead.
B2B SaaS is a complex business model that requires a specialized approach
Generic conversion rate optimization tactics don’t work for B2B SaaS.
Selling software isn’t just about features, it’s about aligning your messaging with how buyers make decisions. You need to understand your customers’ journey, the alternatives they considered, and the attributes that got them to pick your product. Only then you can translate that into positioning, messaging, and copy.
The cookie-cutter approach can’t cut it.
WHAT WORKS, WHAT DOESN’T
The 4 common approaches for increasing conversions (pros and cons)
Doing nothing
(thinking your website is good enough — easy but costly)
No cost or time investment.
No risk of disrupting your current flow.
Keeps marketing and sales efforts running as usual.
It’s a safe play if you’re not in a position to shoot for more.
Missed opportunities for growth.
With no insight into your customers’ decision-making process, you keep paying for ads to push traffic to a site that isn’t built to covert.
That translates into silent revenue leaks.
Handling it internally
(works at early stages but it becomes a liability when you’re trying to grow)
No need to accommodate outside expertise.
You allocate no extra budget to outside services.
You don’t need to explain your business to someone from the outside because your team is already familiar with it.
You can adapt your website at your own pace.
Your messaging stays too close to what you already “think” works.
It’s harder to uncover why buyers hesitate when you can’t get an outside, objective view.
So you waste time on low-ROI tweaks, CRO tactics, and AI copy instead of fixing what actually drives conversions.
That translates into silent revenue leaks.
Hiring generic CRO agencies
(works for e-com and service businesses but not for B2B SaaS)
Generic conversion rate optimization services do use data to drive decisions.
They also have experience with A/B testing and analytics tools.
You might see measurable improvements to your conversion rate.
They chase quick wins (tweaking buttons, testing headlines).
But they ignore the deeper positioning and messaging issues that actually lead to high-value conversions.
And they won’t tailor the approach to the decision-making patterns of the technical buyer.
The result? Marginal gains but no real long-term impact.
Hiring SaaS-focused CRO agencies
(works only if they do deep research to customize your messaging for skeptical buyers)
They’re familiar with SaaS.
Buyer journeys, pricing models, PLG, and SLG — they probably know these models.
They use data and testing to drive decisions and they might go beyond UI/UX tweaks.
You’ll see them apply strategies proven to work for other SaaS companies.
You get measurable improvements.
They know SaaS, but not your SaaS.
They might use generic playbooks that fail to highlight the differentiators that matter your customers.
Without deep market research, you risk sounding like every other SaaS in your category. And you certainly can’t tailor your messaging to the technical buyer.
That translates into silent revenue leaks.
HOW CONVERSION ACTUALLY HAPPENS
High-converting websites are built from the ground up
Conversion is the result of a structured process that starts with data insights. It’s the only way to know exactly who you’re speaking to and what other options they’re considering.
HOW TO CONVERT TECH BUYERS
Technical buyers are the most skeptical customers. So what does it really take to convert them?
You need an approach based on customer data to build a conversion strategy that aligns with how technical buyers think. No boastful claims. No vague messaging. No blending in.
SaaS-specific, customized, high-touch solution rooted in customer research
So you tailor your positioning, messaging, and copy to the exact way your prospects evaluate solutions.
Data-driven process that removes guesswork and delivers measurable outcomes
So you can stop making blind bets when it comes to the messaging on your website.
Positioning and messaging that differentiate your product in your market category
So you become the obvious choice for the customers who are the best fit.
Messaging that makes the technical buyer instantly get your product’s unique capabilities
So they’ll pick you instead of the competition (or even switch from alternative solutions to yours).
THE SYSTEM THAT DOES IT FOR YOU
Optimize Engineer your website for conversion with a proven process
Convert more of the customers who spend the most with you (and complain the least) — with a model that bridges research, strategy, and execution into one complete solution.
WHY IT WORKS
Why this system works:
Unpacking the 4 core components
NO MISFIRING MESSAGING
1. Tech buyer expertise
Reach your prospects by speaking their language
You can’t convert technical decision-makers with generic marketing fluff.
They need messaging that speaks their language—clear, precise, and focused on differentiated value.
I use research combined with my PATH Messaging Framework to convince your technical prospects to choose your product over of the competition’s.
Tech buyer focus (engineers, CTOs, CIOs)
I specialize in messaging that engineers, CTOs, and CIOs trust.
Being software engineer myself, I deeply understand their decision making process and what kind of messaging turns them away.
I help your product stand out as their obvious choice.
Expertise in both software & marketing
Marketers struggle to explain software. Engineers struggle to market it.
My dual expertise bridges that gap by aligning your messaging with both technical accuracy and conversion goals.
Complex products are my favorite.
Compelling value translation for tech buyers
Technical buyers don’t just need to understand what your product does.
They need to see why it’s the best choice.
I translate complex features into compelling positioning that makes your product the clear winner over alternatives.
Focused on differentiated capabilities
Vague and salesy claims don’t work on tech buyers.
My system highlights your unique, measurable advantages, so your value proposition feels specific, credible, and actionable.
That’s what technical experts are looking for on your website.
NO RISKY GUESSING
2. Engineering methodology
Use a systematic, data-driven approach to minimize risk
Most conversion strategies rely on best guesses and trial-and-error.
But every decision should be based on data, testing, and precision (just like your engineers build your product).
This methodology is designed to de-risk the process of building a high-converting website so you can go live feeling confident in your ability to hit your targets.
Reliable frameworks built for results
Your website should be a conversion engine, not a brochure.
My frameworks create messaging that resonates with your prospect, guides them to your product, reduces their concerns, and then converts them.
No fluff, just a proven system built for measurable impact on revenue.
Data-backed creative copywriting
Your copy should be creative but never random.
Creative headlines that don’t follow the data will fail to convert your prospects. The solution? I write copy by assembling your data insights in creative ways.
Data-backed creativity works.
End-to-end conversion system
Conversions happen as the end results of multiple factors.
This is a complete conversion system that integrates all those critical factors: research, strategy, validation, and execution.
It’s engineered to minimize uncertainty so you can maximize conversions.
Validated copy for predictable conversions
Your website is your best salesperson, so why launch it without proof it works?
I validate every decision through research, customer insights, and testing before going live.
So you’ll have the confidence your website will convert.
NO MISALIGNED EXECUTION
3. Strategic execution
No more costly misalignment that sends your prospects to your competitors
Most teams work in silos: positioning, messaging, copywriting, and wireframing handled separately.
That leads to misalignment, wasted traffic, and lower conversions.
I manage the entire process to align everything so your website becomes a scalable sales asset.
Clear Market Positioning
Your unique value deserves to stand out.
I’ll design a positioning strategy that aligns your brand with the problems your audience wants solved so your product becomes their preferred solution.
That’s how you grow market share in a crowded space.
Customer-Led Messaging
Most SaaS messaging talks about features.
But your copy must meet your customer where they are in their journey before it can guide them to your product.
I even use their own words to show your product’s value.
Conversion Copywriting
Copy isn’t just about words, it’s about revenue.
Every word should engage your audience and move them to sign up, book demos, and take action.
Conversion copywriting is data-backed writing that moves the revenue needle.
Conversion Wireframing
Many websites fail because the design isn’t aligned with the conversion goals.
I translate strategy into wireframes that make messaging, layout, and UX work together to sell.
The layout should showcase the messaging, not distract from it.
NO GENERIC PLAYBOOKS
4. SaaS expertise
Personalized approach — no cookie-cutter templates that miss the mark
One-size-fits-all messaging doesn’t convert.
I combine SaaS-specific knowledge with tailored strategies to make your website hit the mark with your best buyers.
You can get more of them onboard without wasting budgets on generic fluff.
High-touch collaboration
I handle the heavy lifting keeping you informed without adding to your (team’s) workload.
I only ask for your input where needed to make sure the final product aligns with your goals.
And you’ll have visibility on the progress at any moment.
Buyer journey discovery
Your buyer’s journey holds clues about the customer’s motivations.
I uncover the real reasons your buyers convert then apply those insights across your website.
I also look for what other options they compare you to so you’ll get a better sense of your real competition.
Business model alignment
Your business model is at the core of your growth.
I craft copy that fits your acquisition model no matter if you’re PLG, SLG, or hybrid.
Conversion is about nudging prospects further along the buying journey so they turn into users, demos, or paying customers.
Brand voice alignment
You won’t lose your brand voice.
I make sure to combine it with the attributes your ideal customers are looking for, protecting your brand’s personality.
So your website will feel consistent to your audience.
But it’ll be way more effective at converting.
HOW IT WORKS
Get your website engineered to produce more users, demos, and paying customers — in 4 steps
Research your best customers to uncover their motivations
We uncover what makes your best customers buy. What “jobs” they’re trying to do and what competing products they’re considering. It’s the first step to squeezing more dollars out of your data.
Assemble the insights into a precise strategy (positioning and messaging)
We cut uncertainty at the roots by using the data to put together a data-backed strategy for your positioning and messaging. You become a stronger competitor in your category through effective communication.
Execute on that strategy with conversion copywriting & conversion wireframing
We translate your strategy into compelling copy and wireframing. The low-fidelity Figma wireframe (no design, just effective layout) will give you a crisp picture of how your website will look even before you hand it over to design.
Test and refine before putting your website into production
We validate the messaging to de-risk the process once again. By the end you’ll know your website communicates your differentiated value to the right customer, in the right way — so you can go live with confidence.
HOW WE CAN WORK TOGETHER
Get started in just 3 easy steps
Coffee Chat:
See if we’re a fit (15 min)
A no-pressure audio call to understand your needs.
You’ll get a look at my process and see if this is the right fit.
Strategy & Scope:
Define the game plan (60 min)
We clarify your goals, define the project scope, and decide a roadmap.
You’ll also get a ballpark quote.
Proposal & Onboarding:
Get ready to convert
You get a proposal based on the previous step.
Once you deposit 50% upfront, I’ll onboard you into my client portal where you can check on the progress.
WHY TRUST THIS PROCESS
Your SaaS Conversion Engineer:
Trained by the best conversion specialists
QUESTIONS
Got questions?
…still got questions?
Let’s discuss them over a 15 minute audio chat — no big commitments.
Trained and vetted by the B2B SaaS conversion experts at
MEET THE FACE BEHIND THE FRAMEWORK
You need an engineer who can speak the language of your technical prospects
Hey, I’m Edward Cosmo.
Look, I know talking to tech people can feel like you’re speaking different languages.
That’s because you’re not talking to a regular customer.
They’re born skeptics. They see right through boastful markety claims so crafting the right messaging is tricky if you don’t know the psychological triggers they respond to.
But I’ve been engineering software for 8 years, which means…
I know how to talk to your technical prospects.
I should, I spent years surrounded by them! We coded together, overcame PTSD-causing bugs, and we’re still going out for dinner every weekend because most of my friends work in software.
And since I’m one of ‘em, I speak the tech language fluently.
But I’ve always had a secret crush on marketing so here’s why that’s good news for you.
1. You need someone who can understand your complex product.
I’ve been immersed in complexity and tech tools for years. And if I don’t already get what your product does, I can get up to speed fast because I’ve done it so many times before in my software engineer career.
2. You need someone who can bridge the gap between engineering and marketing.
I turn the unique strengths of your product into clear messaging that attracts rather than alienates, technical buyers. I make sure your messaging sticks on your technical buyer’s big brain by using customer research data + my PATH Messaging Framework.
It takes a nerd to sell to nerds so think of me as your translator. 🤓
Now, let me tell you something that bugs me.
You might’ve noticed it too…
The conversion rate optimization space lacks a systematic process for getting results.
As an engineer, my job was to eliminate guesswork from systems. And marketing needs that same thing! Guessing introduces risk and leaks revenue, no matter how much traffic your website gets.
That’s why SaaS companies need to engineer their conversion rate like they do their products.
How so?
If you want to maximize conversions, you don’t randomly modify elements to optimize your website. You engineer your messaging to speak to the right customers at the right moment in their journey.
And the key to doing it is by using a data combined with a structured process that cuts uncertainty from start to finish (research → effective website copy).
That’s why Engineered Conversion was born.
It sits right at the intersection of engineering and marketing to convert more of your skeptic visitors into qualified leads, engaged users, and paying customers.
It’s a systematic process that produces more conversions for B2B SaaS companies selling to technical people — that’s whom I serve best.
However, this type of structured approach is not everyone.
I understand if you might not resonate with it because some think it’s too methodical.
But if you do resonate, let’s talk about it.
Book a chat below.
FOR B2B SAAS SELLING TO SKEPTICAL TECH EXPERTS
Let’s get you more leads, demos, and paying customers — the engineered way
Vetted by B2B SaaS conversion experts
→ Tailor your messaging to your technical buyer
→ Translate your technical features into differentiated value
→ Get a complete conversion system: Research → Strategy → Live Copy