All mentors

Ekaterina (Sam) Howard

Conversion copywriter and strategist for B2B SaaS

Raleigh, NC, United States (-05:00 UTC) Englishfrom Moscow, Russian Federation
Usually responds in 14 hours
$200 / hour
Price per hour
60 min
Time Blocks Available
4.97
33 reviews / 45 sessions
Mon
19
Next availability

My session with Sam was one of the best I had in GrowthMentor. She's an attentive listener and was well prepared for the call. She was generous in her advice and helped me walk away with a considerable list of insights. 100% recommended.

Martha Sanquiz

This was one of the most comprehensive copy and positioning discussions I've ever had. In 30 minutes Sam was able to talk through our existing website copy, guide us on a few paths we should explore, and I left with a solid plan for next steps forward.

Craig Hewitt

Absolutely great session! Ekaterina quickly showed us massive improvements we could make to our copy and launch strategy. She was direct and her expertise shined throughout. Highly recommend to have a 2nd set of eyes to review your copy...Thanks a mill Ekaterina!

Sophia

Bio

I help B2B SaaS startup founders and growth marketers get more traction with research-driven conversion copy — without slowing down their growth initiatives. I’ve helped series A and bootstrapped startups achieve results like: - 25% conversion rate for a sales sequence - 16% lift in conversions from organic traffic to a long-form post - 3x average industry conversion rate for a landing page

Expertise

  • Conversion rate optimisation

    Finding funnel gaps, messaging inconsistencies and dangerous assumptions getting in the way of conversions - plus opportunities to improve copy and user experience by reviewing quantitative and qualitative data.

  • Copywriting

    Writing conversion copy for B2B SaaS startups, from landing pages and web copy to email sequences and ad funnels, translating customer research data into copy that's aligned with what prospects need to hear to convert.

  • User research

    Customer research beyond "How are they interacting with the product?" - anything from "What is stopping them from signing up in the first place?" to "How can we get more of our ICPs to sign up for demos?"

Toolkit

  • Google Analytics logo

    Google Analytics

    Using Google Analytics data to troubleshoot conversion funnels, and, together with Hotjar data, determine possible causes for low conversions and high bounce rates (that go beyond "This website is not mobile-friendly").

  • Hotjar logo

    Hotjar

    Relying on session recordings, heatmaps, and scrollmaps to make educated guesses about conversion optimization opportunities and find UX issues contributing to low conversions.

  • Mailchimp logo

    Mailchimp

    Helping clients organize their lists and set up nurturing sequences and sales sequences to promote launches and convert email list subscribers into prospects with segmentation and sales sequence opt-ins.

Industries

  • SaaS

    I work with Series A+ startups that have found PMF on aligning their copy and messaging with their ICP' pain points, desires, and JTBD, and addressing hesitations those ICPs have about switching to a new product.

  • B2B

    Worked with a variety of B2B startups, from fintech products that were narrowing down their focus to attract agencies to project management software for digital service providers to educational products for developers to LMS software to train sales teams and improve their performance.

Experience

  • Facit

    Conversion copywriter

    Facit - Website Redesign for a Video Redaction and Video Analytics SaaS | 9.45% increase in free trial signups Challenge: Facit's website wasn't converting prospects across their suite of video analytics and video redaction products. Copy was outdated and didn't align with how customers searched or made decisions. >> Led customer research interviews to identify friction points, pain points, and goals across >> Collaborated with design and SEO specialists to deliver conversion- and search-optimized copy for product and industry pages >> Designed validation tests for new website copy, testing assumptions about user behavior and iterating based on results >> Results: 9.45% increase in free trial signups for their PLG product, plus growth in organic impressions and clicks for high-intent search terms

  • Float Cash Flow Forecasting

    Conversion copywriter

    Float Cash Flow Forecasting - New Segment Validation & Brand Voice Testing - Financial SaaS | Validated new segment viability through message testing Challenge: Float wanted to test a bolder brand voice and validate a potential new customer segment before committing to a launch. They needed qualitative feedback on messaging that would resonate with this audience. >> Built testing strategy to validate messaging for the new segment launch >> Analyzed existing positioning documentation and developed a messaging hypothesis for the landing page rooted in customer pain points >> Created landing page copy for message testing, amplifying brand voice with playful micro-copy while maintaining clarity >>Translated test feedback into specific copy revisions, improving clarity scores, demo booking intent, and earning more positive qualitative responses

  • SocialBloom

    Email copywriter

    Social Bloom - Outbound Email Sequences for SaaS Startups | Outbound driving meetings with Series H and publicly traded companies Challenge: Social Bloom's startup clients needed high-converting outbound email sequences, but struggled with translating their ICP knowledge into messaging that would stand out in prospects' inboxes. >> Developed an onboarding questionnaire to extract information for conversion-focused outbound emails >> Built ICP profiles and corresponding messaging based on client interviews and market research >> Conducted competitor analysis to identify differentiation opportunities and industry-specific pain points >> Created email sequence copy that booked 3 qualified meetings in the first week for one client, and secured calls with decision-makers at Series H and publicly traded companies for others

  • Wonderway

    Case study copywriter

    Wonderway - Use Case-Specific Customer Case Studies for a Sales Coaching SaaS | 6 case studies supporting multi-use case GTM strategy Challenge: Wonderway was targeting multiple use cases but lacked customer success stories for each of them. >> Developed interview guides based on background information provided by Wonderway >> Conducted customer interviews and built case studies showcasing measurable results >> Managed approval process with customers, iterating on wireframes based on feedback to ensure brand alignment >> Expanded case study portfolio through a second phase leveraging customer spotlight events, giving sales additional assets

  • Participate Learning

    Conversion copywriter and strategist

    Participate Learning - Product Validation Through Fake-Door Testing - EdTech | 3x industry average conversion rate for the winning variation Challenge: Participate Learning wanted to explore a virtual educational program but needed to validate market demand before committing product development resources. >> Mapped hypothetical customer experiences and journeys with the product team to develop testing hypotheses for the new offering >> Designed messaging and landing page copy for fake-door tests across multiple funnel variations >> Identified winning variation through conversion and CTR tracking, achieving 3x industry average conversion rate for the winning variation >> Delivered market validation insights to product team, providing data-driven direction for product development roadmap decisions

  • Orbiit (acquired by Hivebrite)

    Conversion copywriter

    Orbiit - Website Messaging & Copy Overhaul Community Matchmaking Platform | Repositioned messaging to attract best-fit prospects Challenge: Orbiit's website was attracting prospects outside of target ICPs, wasting sales time. Worse, their primary audience struggled to understand the platform's value before demos, leading to low demo signup rates from qualified buyers. >> Audited existing website copy to identify gaps in product clarity and value communication across 3 distinct use cases >> Conducted customer interviews across all use cases to uncover messaging that resonates with best-fit ICPs >> Rewrote 5 core website pages, including homepage, use case pages, and process page, to clearly communicate product value and drive qualified demo signups

  • Security Journey

    Conversion copywriter and messaging strategist (HackEDU)

    HackEDU (now Security Journey) - Website & Messaging Overhaul - Application Security Education Platform | Research-driven messaging aligned with customer JTBD Challenge: Existing messaging was based on internal assumptions rather than customer JTBD, leading to low demo conversion rates for website traffic. >> Analyzed website performance (heatmaps, session recordings) and conducted customer surveys to uncover hierarchy of needs and identify messaging gaps >> Led customer interviews to capture goals, motivations, and brand perception across buyer segments >> Redesigned 5 core website pages (homepage, product, pricing, trial and demo signup) rooted in customer language and actual pain points >> Delivered sales enablement recommendations including demo restructuring, case study strategy, and content roadmap to align GTM messaging

  • ClickGUARD

    Conversion copywriter

    ClickGUARD - Blog Post Optimization Ad Fraud Detection Software | 16% lift in conversions from organic search traffic Challenge: ClickGUARD needed to optimize existing content, particularly one of their core blog posts, to convert more organic visitors into trial signups. >> Analyzed blog post performance using heatmaps and scrollmaps to identify underperforming sections and drop-off points >> Researched competitor messaging and audience conversations, including Reddit, forums, and reviews, to understand buyer objections and assumptions >> Reorganized and expanded blog post content to align with reader awareness stages and address common misconceptions about ad fraud solutions >> Achieved 16% lift in free trial signups from organic traffic landing on the optimized blog post

  • GIS-Association

    Translator (contractor)

    Translations and summaries of: - industry news, - product and software releases, - event announcements, - PR releases, - interviews, - marketing materials.

  • Adriatic Style Group

    Content manager (contractor)

    Responsible for: - content editing; - translation of news; - translation of business correspondence; - content management.

  • GIS-Association

    Project Manager

    Responsible for: - summaries and translations of white papers and industry articles, - authoring reports, - editing of articles and interviews, - assisting in organization of an international seminar.

  • Citysam AG

    Translator, editor

    Internship. Translation and editing of a travel guide.

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