Engage

The brief

Engage is a customer engagement tool that helps businesses automate and personalize messages across email, SMS, push notifications, website banners, live chat, and more.

They had expanded their product and needed two things: customer-friendly feature page copy for 10 new pages, and a full SaaS copywriting revamp to match where the product had grown.

Before, the homepage led with email messages. After, it positioned Engage as a broader customer engagement and automation tool for SaaS teams.

Before

After

How I got the context

This wasn't just "write the pages."

I needed the product, the buyer, and the competitive context before the copy could make sense.

The feature pages mattered because the homepage was carrying too much. Splitting the product into individual pages gave Engage more room to explain each feature, match buyer questions, and target relevant keywords without forcing every product angle onto one page.

I had to decide what belonged on the homepage, what needed its own page, and what buyers needed to understand before they could compare the product properly.

Founder interviews: I spoke with the founder to pull out tone of voice, services, audience, USPs, selling points, customer pain points, brand identity, and positioning.

Audience research: I mapped geography, behavior, pain points, interests, professional status, journey stage, language, social media usage, communication preferences, expectations, and barriers to using the product.

Benchmark research: I compared Engage against competitors across organic traffic, six-month trends, domain rating, Core Web Vitals, backlinks, top keywords, and top pages.

I also audited homepage structure: hero headline, sub-text, meta title, meta description, demo CTA, video, tool screenshots, testimonials, product features, case studies, uptime stats, customer numbers, and footer links to key pages.

From that, I identified 68 relevant keywords clustered by traffic value, relevance, and how the founder said customers were already finding them.

Research-backed delivery

What I wrote

The research gave the copy a job: clarify the full product, create more search surface, and help buyers understand which features matched the way they wanted to engage customers.

Homepage + feature page copy: I rewrote the homepage and wrote 10 feature pages so each product area had a clearer buyer-facing explanation.

Metadata: I wrote meta titles and descriptions for old and new pages so each page had a clear search angle before it went live. The metadata tied the page topic, target keyword, and buyer intent together instead of treating SEO as an afterthought.

How I delivered it

The client already had a wireframe, so I wrote with the layout in mind. Where the copy could fit existing components, I made it fit. Where the page needed more proof, clarity, or conversion support, I suggested new reusable sections and wrote the copy for them.

That meant the designer and developer weren't working from a loose pile of homepage lines. They had page-ready blocks, section options, CTAs, and notes they could swap into the build with less guesswork.

The copy had to work in the interface, not just in a doc: headings that carried the page, sections with a clear job, and proof placed where it helped the buyer keep going.

What changed

• Homepage messaging shifted from one-channel email copy to a broader customer engagement story
• New feature pages gave Engage more search surface for product-specific keywords
• 68 keywords were clustered by traffic value, relevance, and how customers were already finding the product
• Copy was delivered as page-ready blocks for easier design and dev handoff
• Homepage, feature pages, metadata, and new section ideas were organized into a cleaner site structure