Karen L.

B2B Messaging & Conversion Strategist

Some products and services are genuinely hard to sell. The category is unfamiliar, the buyer is skeptical by default, or the value only becomes clear once someone already understands the problem it solves. The product is solid and the messaging just hasn't caught up to it yet. I work with companies in exactly that position. The work combines brand strategy, messaging, and conversion-focused writing. Figuring out what to say, how to frame it, and how to make it land with buyers who aren't going to give you the benefit of the doubt. Sometimes the fix is a rewrite. Sometimes the highest-friction point lives inside an experience — a signup flow, a dashboard, a multi-step process — and the clearest way to show the fix is to build it, not just describe it. Sometimes that means rebuilding the messaging foundation entirely: positioning, voice, how the offer is framed across every channel. Sometimes it means finding the one place in the funnel where buyers are dropping off and fixing it. Either way the output is the same: messaging that earns trust with a skeptical audience and moves them toward a decision. What I deliver: Conversion audits. A screen-by-screen or page-by-page analysis of where your site or flow is losing buyers, with specific rewrites and a prioritized fix list. Landing page strategy and copy. Single-offer pages for cold audiences. Every element earns its place or it comes out. Interactive prototypes. For landing pages, product flows, dashboards, and multi-step experiences — built as working HTML/CSS, not static mockups or decks. Every conditional path, every state, ready for a developer to implement without a design-to-dev translation step. Messaging strategy and website copy. Positioning, homepage, core pages. Written for buyers who are actively looking for a reason to say no. Go-to-market positioning. For new products, new buyer segments, or offers that exist but aren't landing the way they should. Long-form content and thought leadership. For technical buyers, written to perform in both Google and AI-driven search. Where this shows up: Legal and financial services. The category carries built-in skepticism. Buyers need to see credibility established before they'll engage with the offer. Regulated industries. Compliance constraints shape what you can say, and messaging that ignores them creates liability, not just lost leads. Technical and industrial B2B. Buyers need to see that it works in their specific process before they'll talk to sales. Generic benefit statements don't get there. SaaS and operational tools. The person reading your site usually has to sell the purchase internally. Your messaging needs to give them the language to do that. Why I work this way: A decade in environments where the stakes were real and the audiences were skeptical: Supply chain consulting at Kaiser Permanente. Aligning physicians, nurses, and administrators across San Diego hospitals on initiatives where cost savings and care quality were both on the line. The messaging had to work for all three audiences simultaneously. PE consulting in NYC. Clients who are paying close attention and have low tolerance for anything that doesn't hold up. You learn fast how to make a recommendation that survives a hard question. Content leadership at a B2B industrial adhesives company. A technical product in a category most buyers don't think about until something goes wrong. Built credibility with manufacturing and engineering audiences from scratch. The through line: find the real obstacle, frame it so the right people can act on it, say it without padding. MBA (UC Irvine) · MS (NYU) · Background in manufacturing, supply chain, and B2B operations. Who I work well with: Companies whose product, category, or service takes real explanation to sell and where the current messaging isn't doing enough work to close that gap. Not the right fit for high-volume content work or projects where the brief is already written and you need someone to execute it. If that sounds like your situation, let's talk.