Wrong page, wrong message — B2B buyers leave without converting.
B2B decision-makers evaluating software — value ROI, peer validation, and specifics
Persona template: SaaS Buyer (B2B)
Hypothesis: Does the pricing page make a writer want to upgrade to a paid plan?
100% would scroll or leave — mostly looking for pricing, fee breakdown, or use cases relevant to their role
Directional — clear pattern worth deeper validation
Needs significant work — Zero conversion infrastructure for B2B decision-makers
Every person who landed on this page left without converting — 0% completion — because the page is built for consumer content discovery, not B2B evaluation. Pricing is invisible, social proof is absent, and the only CTAs demand commitment before the visitor has been given a single reason to trust the platform. The audience skews toward professionals with budget accountability and specific ROI questions — and this page answers none of them. Until pricing transparency, relevant social proof, and a clear value proposition for non-journalist professionals are added, the majority of visitors will scroll or leave without taking action.
“The pricing page doesn't even exist. I found '90% of revenue minus credit card fees' buried under success stories, but there's no clear breakdown of what I'd actually owe.”
“Every case study features journalists and media folks. I validate datasets in SAS — hard to see how my background fits what you're actually building here, so I kept scrolling.”
“My team's $47K annual budget needs upfront costs before I pitch to leadership. The pricing page shows a revenue calculator and testimonials, but no fee breakdown or payment tiers.”
These elements tested well — preserve them as you iterate.
Here's what to fix first — then resubmit and we'll verify.
Add a visible pricing and fee breakdown above the fold or via a persistent header link
Budget-accountable visitors — those managing team tech spend or evaluating income replacement — cited missing pricing as the primary reason they couldn't move forward. Without a fee structure (including payment processing details), this audience cannot justify the platform to leadership or themselves. Add a 'Pricing' link to the top navigation and a fee breakdown card (e.g., '10% platform fee + Stripe processing at 2.9% + 30¢') visible within one scroll.
If you skip this: Budget-holders will exit to a competitor that shows pricing upfront — this is the single largest conversion blocker on the page.
If regulated: Fee disclosure requirements may apply in financial services contexts — confirm with legal before publishing payment processing language.
Replace or supplement the hero tagline with a value proposition that speaks to non-journalist professionals
Visitors from design, data, and finance backgrounds reported that every success story and piece of copy signals 'this is for journalists' — making the platform feel irrelevant to their use case. 'Discover world class culture' is a consumer-facing tagline that does nothing for a B2B evaluator. Rewrite the hero subtext to include at least one non-media use case (e.g., 'Used by writers, designers, analysts, and educators to build paid audiences') and add 2-3 creator logos or names from non-journalism fields beneath the search bar.
If you skip this: Non-writer professionals will self-select out before exploring further, permanently narrowing the addressable audience.
Add a 'How it works' anchor or modal accessible from the hero for mid-funnel evaluators
Visitors comparing multiple platforms need a low-commitment path to understand onboarding, features, and next steps before clicking 'Start publishing.' A 3-step explainer (Create → Grow → Earn) accessible via a text link below the CTA would serve this segment without cluttering the current clean layout.
Not legal advice — flags for your compliance team.
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