Jon McGreevy — B2B SaaS copywriter
Hi. I'm Jon.
I've spent seven years figuring out why some SaaS companies find marketing easy and others find it a grind — even when the product, the price, and the team are all solid. The answer is credibility. Which sounds obvious when you say it out loud, but most companies aren't building it deliberately. They're writing copy, launching ads, and hoping it compounds. It usually doesn't.
I came into SaaS copywriting through content. In 2018 I was writing articles for B2B software companies and noticing a pattern: the brands that converted best weren't always the ones with the cleverest headlines or the most polished writing. They were the ones that felt trustworthy before you'd read a word. They had logos from companies you'd heard of. They had a face behind the product. They had a clear, specific point of view. Everything else — the copy, the content, the ads — just worked harder because of it.
That observation eventually became a framework. In 2025 I formalised it as the Credibility Multiplier: the idea that credibility signals act as a multiplier on every other marketing effort you make. The formula is simple — Buying likelihood = (Price + Positioning + Product) × Credibility — and the maths is the point. If credibility is low, everything else is diminished. If credibility is high, average copy outperforms excellent copy. I'd been seeing this in the work for years. Naming it changed the way I approach every project.
I'm a copywriter and messaging strategist. I work with growth-stage B2B SaaS companies — typically Series A and B — who are scaling their marketing and need the words and the strategy to hold up under pressure. The work normally starts with positioning: who you're actually for, what you genuinely do differently, and where the credibility gap is biggest. Then I write copy that carries that thinking into the actual words prospects read. I've done this for Google, Elastic, Float, Scoro, ISMS.online, Vivaldi, Projul, and Bullet, among others.
Some projects have involved a full messaging overhaul — repositioning a product mid-growth, rewriting a homepage that was converting at a fraction of what it should, or helping a founder articulate what they've been building for three years in a way that finally lands. Alessandro Trezza at Creatora said after we rewrote their homepage together: "Same product, same features, but a radically clearer story. He didn't just improve our messaging. He saved us weeks of wandering in the dark." That's usually the job. It's not always glamorous. It's almost always high-impact.
I also run Best Case Studio, where I produce case studies for SaaS companies who understand that social proof is a marketing asset, not an afterthought. And I've written two books: Bad Positioning Kills Good SaaS and The First Domino, both available on Amazon.
Who I work best with
Growth-stage SaaS companies — typically Series A or B — where the marketing team is serious, the product is genuinely good, and the problem is a messaging or credibility gap rather than a product problem. I work well with founders who want to understand the thinking behind the copy, not just receive a document. I also work with in-house marketing leads who need a senior partner for a specific project rather than another agency relationship.
Who I'm probably not right for
Early-stage startups who haven't validated product-market fit yet. Agencies who need a hired hand to execute a brief without any strategic involvement. Companies looking for cheap, fast content volume. And anyone who doesn't rate copywriting as a serious discipline. I'm not a good fit for those engagements and I'd rather say so upfront than start something that wastes both our time.