Dirk Sahlmer

Acquiring SaaS companies @ saas.group | saas.wtf Newsletter

Engineer turned M&A professional. After 20+ transactions on the buy-side, I'm now helping tech founders run a structured exit process.

Posting regularly here on LI and in my saas.wtf newsletter on SaaS and  M&A topics.

Head of Origination

It's Sunday and you're scrolling LinkedIn instead of doing anything productive? Cool, I have something for you..


Alexander from MRR Unlocked 🚀 asked me to contribute to a playbook for SaaS founders scaling from 0 to €1M ARR.

My brief: Share your #1 tip.

If you've been following me for a while, you can probably guess what mine was ab

(Spoiler: It involves KPIs)

The article also includes insights from many other people who are smarter than me covering positioning, ICP, content strategy, pricing, and CRM.

Definitely worth a read: https://lnkd.in/es-EzACY

One more thing: Alex asked me to post about it tomorrow. But I'm doing it on Sunday evening because I like to make life difficult.
 
Please engage and help me send this to the moon, so he won't complain that I didn't follow directions.
 
Thanks in advance. 🫶

I help Tech founders exit | Partner @ FE International | saas.wtf Newsletter

SaaS Company? I’ll rewrite your vague landing page into a clear, conversion-focused page in 7 business days.

There’s only one reason your page is not converting as well as it should…

Visitors only get to the “aha moment” AFTER they sign up or book a demo

They DON’T understand how your product can make or save them $$$

They DON’T understand why is 10x better than what they are using right now

They DON’T understand it’s actually super easy to get started and set up

So if all of this is unclear, why would they convert?

They won’t.

All of this needs to be clearly explained on your landing pages.

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👉 WHAT I DO:

We will rewrite your ENTIRE page from scratch into a clear, conversion-focused page.

We will do the research for you.

We will advise you on the positioning problems you’re having.

We will provide clear suggestions for the layout and images to ensure the best result.

All of this within 7 business days.

The best part? You pay per page (no-commitment).

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👉 WHY ME?

✅ Worked with 140+ SaaS companies over the last 6-7 years

✅ Only work with B2B SaaS - never changed niche

✅ High capacity - I have a team to help me fulfill the work you need

✅ Pay per page - Unlike any other agency you can test things one page at a time.

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👉 NEXT STEPS:

DM me for examples, pricing, or any other detail you’d like to know.

Or email me: pedro@cortes.design

Pedro Cortés

This is the best SaaS demo page I’ve ever seen.
Because it does the one thing 99% of demo pages forget:
It actually makes the demo feel valuable.

Most SaaS demo pages feel like a trap.
You book a call…
And get a vague pitch or a boring slide deck.
This one flips that completely.

✅ It tells you exactly what you’ll get from the call
Not just a “chat” — you’ll actually walk away with:
– A strategy tailored to how the product could work for your org
– A walkthrough of the product (no fluff)
– A shareable report you can send to your team
– Clear next steps if it’s a fit (and no pressure if it’s not)

✅ It reframes the demo as a gift
You're not booking a call.
You're getting clarity, assets, and a custom roadmap.

✅ It sells the experience of the call
Before you even see the form, the page makes you want to say:
“Yes — this will be worth my time.”

P.S. Yes… I wrote it 😄
Client project — and I’m really proud of how it turned out.

(don’t judge me)

Best SaaS social proof I’ve ever seen. 😍

No fluff. Nothing I’d change.

And I never say that. 😎

Here’s why it’s PERFECT 👇

✅ Video testimonials — with faces, names, logos
Each one is super personal. The person is clearly the one using the product.

✅ Short & clickable
They’re not 30-minute monologues. Just 1–2 minutes each — and the thumbnails are actually clickable.

✅ Tabs you can scroll through
You’re not forced to watch just one testimonial. You get a scrollable library of stories, instantly visible.

✅ Specific metrics & concrete results
No vague “it helped us a lot” type quotes.

It’s all like:
“Increased qualified demos by 32%”
“Saved us 8 hours per rep every week”

✅ Big, known companies
The logos build instant trust — and the quotes make the results believable.

✅ Every single objection is answered
Setup time, internal buy-in, ramp-up speed, usage — all of it is covered in just one or two videos.

This is how social proof should be done.

Most SaaS pages just throw a bunch of random logos or a single quote below the fold and call it a day.

This section does the complete opposite.

It’s structured.

It’s high-converting.

It’s hard to ignore.

Example from Arrows

What do you think about this section?

I built a copywriting tool! 🤓
It’s perfect for A/B testing sections


I’ll use it for Linkedin content (example tutorials and teardowns) & probably sell it as a product.

Here’s what it does 👇

1️⃣ You paste a screenshot of any section (hero, feature block, etc.)

2️⃣ You tell it the angle you want:
 → “Highlight automation of every follow-up”
 → “Add a strong encryption / data security angle”
 → “Make this more concrete with specific claims”

3️⃣ It rewrites the eyebrow, headline and body around that angle

4️⃣ It gives you multiple drafts with different levels of boldness

5️⃣ It tells you what changed and when to use that angle

6️⃣ You refine it live:
 → “Make the body copy longer”
 → “Keep the headline, only change the body”
 → “More specific, less fluffy”

7️⃣ And the best part: it keeps the structure + length close to the original
 → So you can copy/paste back into Figma or your website without destroying the layout.

There are still bugs (duplicate lines, weird eyebrow logic…).

But the speed of iterating on SaaS copy is already way faster than doing it manually.

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Would you use something like this to test new angles on your page without asking your designer to redo the layout?

This page from Submagic is AMAZING!

Insanely clear and perfect visuals!

The before vs after comparison in the hero is my favorite part…

What do you like the most about this page?

P.S. Leave a comment if you want the video teardowns to come back!

AI SaaS always make this copy mistake

This page could have been AMAZING 😭

👉 Examples, Examples, Examples

Robin AI is basically “ChatGPT for legal teams.”
But here’s the problem with the landing page:
It doesn’t answer the real objections lawyers have.

Let’s break it down 👇

✅ The headline is fine

❌ But there’s no clear visual showing a real legal question
 (Lawyers don’t ask basic stuff — they ask complex, high-stakes questions.)

❌ It doesn’t say where the data comes from (what jurisdiction it’s trained on for example)

❌ It doesn’t mention hallucination prevention

❌ It doesn’t show that answers are sourced + linked back to the law

❌ It doesn’t promise data security — like not training LLMs on your private documents

❌ It doesn’t explain how internal contracts are protected

And the examples?
Way too simple.

If you want to impress lawyers, don’t show “What laws govern this contract?”

Show the kind of question they’d normally ask a senior partner or post in a legal forum.

💡 This page could have been 3x longer — and lawyers would have read every word.

All it needed was more realism, more trust, and way more proof.

I use AI to write like an industry insider.

SaaS copywriting isn’t just about writing well.
It’s about using their words, not yours.

Here’s how I make sure every page I write sounds like it came from inside the company 👇

Step 1:
On every onboarding call, I dig for real language, not just product info.

I want to hear how they talk about their product.

Not just the features, but the acronyms, phrases, nicknames, even the stuff they say by accident.

Step 2:
I drop the transcript into ChatGPT.

It pulls out every industry term, technical word, insider phrase, and weirdly specific jargon.

Step 3:
I run a custom GPT that takes my draft copy and replaces generic phrases with exact terms their users expect to hear.

It’s like layering on the voice of someone who’s been in the industry for 10 years.

✅ The result?
 – The copy feels 10x more credible
 – Every section sounds natural
 – And conversion rates go up because it feels real

Awesome sign up page CRO 😍

(This something I haven’t seen before) 

Suggests a higher plan BEFORE you start the trial

It tells me what I’m missing out…

And it reminds me I can try it for free during the trial.

Why not try it? What a great offer!

If you’re confident people will get addicted to that feature, then this will work great for you.

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Have you seen any other company do something similar?

Let us know in the comments 👇

SaaS Landing Page Teardown: Granola

This page is so good that even a “vitamine” type product feels like a painkiller.

Checkout their “old way vs new way” comparisons…

They're on point!

This SaaS landing page is aggressive AF.

But it works. Mostly.

Let’s break down what Distribute did right (and what could make it 10x better) 👇

The page opens with a bold promise:

👉 “Your 3-hour follow-ups done in 30 seconds.”

It’s punchy. It’s direct-response style. It’s specific.

But… the visual explanation below doesn’t justify the claim well enough.

✅ A looping GIF that shows:

Call ending

AI creating the deck, email & page

The rep hitting “Send”

Would have been WAY more effective than a bunch of tabs.

There’s also a huge focus on the result:

➡ “Our deal velocity increased by 40%”
➡ “Used to take hours, now it takes minutes”

Love how tangible these are. Every testimonial is specific. No fluff.

But here’s where things fall apart…

❌ 3 sections repeat the same benefit
❌ Overly aggressive copy can backfire (“you’re sending boring decks”)
❌ The proof section feels like a ClickFunnels sales letter
❌ The problem section is at the END — why!?

—

⚠ Reminder: What you say is more important than how you say it.

Distribute.so knows how to say it. But they miss on what to say and where to say it.

Somewhere between this style and a traditional SaaS page… is the sweet spot.

What do you think of this kind of copy?

This is a GOLD MINE for your SaaS landing pages

👉 Checking out competitor reviews

This is just as important (if not more) than analyzing your own reviews.

Usually, what’s bad about a competitor's product can help you find USPs…

And problems that people are complaining about.

Objections around searching for alternatives (like your product)...

Use this for all your landing pages!

Landing page copy isn’t about grammar & spelling!

👉 4 examples where I wrote things “incorrectly”

(on purpose!)

1️⃣ Using dashes

2️⃣ Title case

3️⃣ Using “&” to save space

4️⃣ Write out the actual number to make it easier to read.

4 Examples of Incorrectly

This product went from “meh” to “must-have”……
…but their landing page copy still hasn’t caught up.

Let me show you what’s missing 👇

Arcade used to be just another “interactive demo tool.”

A million clicks. No context. Got boring fast.

But now?

They’ve evolved. And the product finally makes sense.

👉 Teams across marketing, sales, product and success can all use it.

And for once… the use cases are starting to click.

But the page still has a few big issues 👇

Let’s start with what works:

✅ The new demo format is 🔥
It’s more like a product video than a walkthrough.
Shows examples instantly. You can actually see how it works.

✅ They show different departments using it
Sales, CS, product, marketing — all with different goals.
This helps you “see yourself” using the tool, which is huge.

But here’s what’s still broken:

❌ The headline sucks
“Bring your product story to life” doesn’t mean anything.
Say what it actually does. Something like:
“Explain the parts of your product that only make sense visually.”

❌ They show integrations… but give zero context
Don’t just drop a logo. Tell me:

• Can I create custom demos per lead in HubSpot?
• Can I track Arcade views in GA?
• Can I segment different demos in Segment?

❌ They don’t answer the #1 objection:
“What if my product changes all the time?”
A single line like “Arcades auto-update when your UI changes” would’ve been enough.

And this testimonial?
"Updating demos is a breeze.”
It’s basically fluff. Doesn’t move the needle at all.

Here’s the thing…

They used to be a nice-to-have.
Now they’re slowly becoming essential.

But they’re still not explaining it clearly.

This is the ultimate formula for writing copy for SaaS features.

Easier ➡️ Better ➡️ Less risk

I’ve used this formula for 100s of features so far.

Why does it work so well?

It tells you about the product, even if you skim through the page quickly.

(only 5% of your visitors actually read the page in detail so you need to present info in a way that’s super understandable)

Here’s an example 👇

Easier -> You get 11 pre-built campaigns

Better -> The email & SMS templates have been optimized for conversions

Less risk -> The templates have collected $1.2B in payments just last year

—
P.S. only use it for the most important features so that every section doesn’t look the same!

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The Battle

Dirk Sahlmer

Pedro Cortés

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dirk Sahlmer's LinkedIn Performance

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