On marketing: writing copy from user interviews

Our homepage sounded like every SaaS site—"streamline," "unlock," "leverage." Conversion was weak because we spoke marketing, not customer language. I pulled phrases verbatim from ten user interviews into headlines and bullets. "Stop retyping client info" beat "Streamline your workflow" in A/B tests. The best copywriter on your team is a customer on a Zoom call. Steal their words, don't invent yours.