Repositioning a “project tool” into the thing teams couldn’t live without.
A B2B SaaS company drowning in feature parity. Every competitor said “collaborate, streamline, scale.” Cadence needed a position and a voice that a 40-person team could all write in.
The product was genuinely better at one thing — keeping work moving without meetings. But the messaging buried that under a generic “all-in-one platform” story nobody believed.
We ran a positioning sprint, picked the fight worth picking (async over meetings), and built a messaging hierarchy + voice guide with do/don’t examples. Then I rewrote the homepage to prove it.
What we actually wrote.
A few lines from the project — the flat version struck out, the sharper version in its place.
A position, not a category description.
“We finally sound like the company we actually are. New hires write on-voice in week one now — the guide does the teaching.”Marcus D. — VP Marketing, Cadence (B2B SaaS)
Keep reading.
Website & Landing-Page CopyA skincare homepage that stopped explaining and started selling.
Launch & Email SequencesA welcome flow people actually finished — and bought from.
Website & Landing-Page CopyMoney copy that respects the reader’s intelligence — and anxiety.
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Sample copy, clients & metrics on this page are illustrative — representative of Margaux’s engagements, anonymized and rounded.