CAPE.Agency

Helping SaaS, tech, IT, and IoT companies acquire more customers, more profitably with conversion messaging that reveals the full extent of your tech's powers.

Head of Strategy & Copy

GrowthMentor

Helping SaaS, tech, and DTC companies get clarity on their messaging, marketing + growth strategies and improving how they communicate with their audience through better copy and UX/CX.

Check it out at >> app.growthmentor.com/mentors/eden-bidani

Growth Mentor

Green Light Copy

Helping SaaS, tech, IT and IoT businesses grow their revenue with landing pages, ads, email sequences, and website copy... that drive performance like they're supposed to.

Recent exciting projects I've helped clients with include:

→ A full messaging revamp (strategic narrative + core messaging), new website copy, and brand relaunch copy for a super cool MDR service provider

→ A full messaging revamp (strategic narratives + core messaging), new website copy, and brand relaunch copy for a SaaS company that's splitting into a parent company and 2 child companies (B2B SaaS and B2C SaaS)

→ A messaging revamp (new core messaging) + new website copy for a startup gearing up for their Series A in Q3

→ A "Book a Demo" page optimization for Census that increased conversions by 30%+ with 95% statistical significance

→ A sales page optimization that helped sell out a 40-person, $2K marketing course during a global pandemic

→ A native acquisition funnel (cold traffic, evergreen offer) that helped generate $1M in sales in 1 month

Want to speak about a project you're working on (or plan to work on soon)? You're welcome to send me a DM here - or there's a proper form on my website.

Conversion Copywriter + Acquisition Strategist

Atomik Designs

Direct selling cosmetics and beauty products

Co-Founder | Sales Manager | Sales Trainer | Marketing Copywriter

Show the world your tech is the hero they've been waiting for 🦸‍♂️ Conversion copywriter & messaging strategist for SaaS and tech companies

“Eden got to the heart of our messaging and captured it in clear and compelling language. And then helped us create a fresh, new website that’s fully aligned with the company’s business objectives. It was a real pleasure working with her.”

- Howard Silverman, Head of Marketing @CyberProof, a UST company

---

Your tech’s got the power to save your audience's world 🦸‍♀️

But if your TA:

❌ Doesn't know you exist
❌ Doesn't know why they should care
❌ Doesn't know how or why you're different from those other guys on the same magic quadrant

– then winning them as customers is going to be frankly, almost impossible.

At CAPE.Agency, my (tiny but mighty) team and I use conversion messaging (conversion copywriting + strategic messaging) to wrap your tech up in a clear and powerful verbal cape.

So your audience instantly recognizes:

● What your tech does
● Who it’s for
● Why it’s awesome

We then apply this new messaging to your website, ads, landing pages, emails, and more to earn prospects' attention, and convert that attention quickly – and profitably – into sign-ups, booked demos, and closed/won deals.

And the results? Well, they're super 💥

→ Home page messaging that fixed positioning and doubled sign-ups for an early-stage PLG SaaS.

→ 30% lift in conversions with 95% statistical confidence for a B2B SaaS "book a demo" page.

→ A B2B SaaS home page that doubled visitors' time on page, doubled time on page, and cut the bounce rate from 51.5% to 35.6%.

---

"It was really incredible to work with Eden. As part of our rebrand we had new messaging and positioning ready to go, but needed help translating that into fresh copy to support our PPC ads and other assets. And Eden really delivered! The copy was clear and crisp, was presented well, and was received well by the team."

- Kate Gleeson, Head of Brand @Supermetrics

---

“Your initial prototype captured our needs very well and provided suggestions that fit perfectly into our existing frameworks and that we’d never considered. You were a pleasure to work with through multiple rounds of edits, and everyone on the team was pleased to have you onboard for the duration of the project!"

- Kate Gregorio, Former Manager Web UX Content @GoTo

---

So if your software is ready to conquer the world then send me a DM to book a 20-min intro call today.

Finally back after Conversion Jam and what an incredible event! Huge thanks again to Conversionista! X Curamando for putting on such a jam-packed (pun intended John Ekman) day!

Here's a few of the spicy 🌶 takeaways I heard from the speakers:

David Mannheim: "you are what you measure" -- a cautionary tale for business owners and those running experimentation programs. If your goal is to increase revenue (or conversions), you'll end up making tons of mistakes that will annoy customers and push them away.

So you might achieve your (short term) goal, but what have you done to the long-term health of your business? Always look in the mirror and make sure you're aiming to achieve the right goals.

---

Natasha Senior: a timely reminder that there is no 👏 such 👏 thing 👏 as "one size fits all" or "one approach to rule them all" when it comes to experimentation. Every program is going to be different because every company is... different. 

So don't assume that what works for one company works for everyone such as introducing an AI chatbot for customer support agents). Experiment first, then roll it out!

---

Jorden Lentze: "if at first you don't succeed, try, try again" -- it took around 2.5 years for Booking.com to get to their first winning experiment 🤯 

But even if you don't have many winning tests, don't get discouraged. Because winning tests aren't your goal! Your goal is to learn more about your customers (users) and how they interact with your products. So you can understand what they *really* *really* want, and then build it for them.

---

Theo van der Zee: we're all here to build a business and create a legacy... but at what cost to the world around us?

Take a leaf from Apple's tree: and "leave the world better than you found it" and keep exploring new ways to improve your business' sustainable practices. Think: higher quality products, refillable containers, rentals, buy-backs, traden-ins -- the list is long and there's huge opportunities to be had here!

---

Erin Weigel: sadly, I missed Erin's talk😭 as I had to dash madly to the airport, but I've heard her speak before and everything Erin says is worth listening to.

Her approach to designing experiments is so well thought out and actionable, if you can catch her live then do so. And if you can't catch her live then grab a copy of her book as it's a great way to tap her very cool brain.

---

Lastly, my session on the day was focused not on "copywriting hooks" or "magic words" or even on prompting(!!)

Instead, I shared an actionable framework for how to think like an expert copywriter. So that whether you D-I-Y (do it yourself) or D-AI (do with AI) your copy, you get much better results (and better conversions).

---

Thank you to all the warm and friendly people who I met and hope to see you again in the future! 🙏
 
#marketing #copywriting #experimentation

Eden Bidani

Senior copywriter + Messaging strategist + International keynote speaker🦸 Helping SaaS and tech companies explain to the world why their tech is awesome (and why they should buy it)

Tell me you went to Sweden for a conference and fell in love with the locals' sense of humour without telling me you went to Sweden for a conference and fell in love with the locals' sense of humour.

Tack tack Stockholm -- loving my new 3D elk mug ☕

Huge thank you to the whole team at Conversionista! and Curamando for an excellent CJAM 2025 last week, especially:

John Ekman and Andreas Almqvist Gref for the invitation (John, we still can't believe your mother's incredible hand knitting -- excellent craftsmanship 🧶) 

Elin Ledenvik for the Q&A (and the lovely conversation about twins and triplets in the hallway 😁)

Milo Bengtsson for the speaker support on the day

And of course -- thank you to everyone who attended and had a good time!

Will post a breakdown very soon of the speakers' talks (so many golden insights in such a short time! Brain still processing the awesomeness...)

---

Have you ever bought a quirky souvenir? What did you buy and why?

(I still don't really know why I bought this mug. But I can't wait to have a coffee in it tomorrow...)

#marketing #copywriting #conversionrateoptimization #linkedin

My #1 tip if you want to get good copy from AI tools?

First you have to know what “good copy” is.

Here’s what I mean:

We have two handfuls of kids at home which means we go through a lot (A LOT, a lot) of bread.

And as an amateur crunchy mom, I hate that supermarket bread has +/- 30 ingredients when home baked bread has 6.

So, logically I got a bread machine to start baking our own bread.

The bread machine promised: put in the ingredients, press a button, and magic! Bakery-quality bread at home.

And that’s what I did.

I put in the ingredients, pressed the button, and…

...

I was not happy.

---

What I got fit the "definition"  of bread.

But it was more like a brick than the soft “bakery quality bread” I was promised.

So despite the machine's promises, I still had to learn how to bake bread so I could improve my results.

---

I went all the way back to the basics. Studying (and then A/B testing): 

→ Different ingredients (coconut oil – nuh-uh, olive oil – YAS)

→ Different settings (different loaf sizes, different crust settings, different baking programs…)

→ Different techniques (removing the kneading blades before final rise, folding it 3x before the final bake)

And after a few weeks of experimenting, the bread that we now get out of our bread machine is *way* better than what we used to buy from the supermarket.

---

And it’s exact the same with copywriting. (Or anything else you want to do with AI.)

AI tools promise “put in a prompt, press a button, and magic! Perfect copy”

Just like a bread machine does with bread.

But if you’re going to get copy you’re proud of out of AI tools, you still need to know what goes into good copy in the first place.

---

TL;DR don't confuse a machine with an understanding of the fundamentals.



#marketing #copywriting #saas #linkedin

I help tech companies tell the world why their product is awesome (without saying “awesome”) 🦸 Messaging Strategy + Copywriting 🌟 Get 1 web page reviewed in 24 hours ➡️ calendly.com/eden-bidani/get-unstuck

Little Miss 8 had to write an ad this week for a school project.

(Tbh, I was probably the most excited I've ever been about helping one of our kids with a school project 😅...)

She chose to write about Doritos and wanted to start right away, already scribbling something on a scrap of paper.

The writer in me smiled a knowing smile and told her to sling her HB pencil for a sec.

Because before she wrote a single word, she'd have to answer the following questions:

*Q1. Why should people buy Doritos?*

Miss 8: Because it's spicy! And big kids (like moi) like spicy food.

Me: [Nodding in copywriter-ly agreement] So now that you know why someone would like it, now you need to think --

*Q2. What makes Doritos special, or different, to other chips and snacks?*

Miss 8 furrowed her brow at the existential question for a moment and then happily declared: Because it's fun to eat!

Me: So now that you know why people would like it and why it's special, now you can try writing your ad.

Miss 8: [Scribbling furiously] I'm done Mum!

Her ad:

A tasty new snack is now in store!

It's spicy and tasty (but not too spicy)!

Big kids will love it!

And it's on special!

What is it called? Doritos!

Come to the store now to buy it!

[Fin]

---

I'm not just proud of her bc copywriting mother hen watching her baby chick spread her writer-ly wings.

But because the whole thing took less than 5 minutes. Without AI.

---

Today's 1-min copywriting tip:

Most people use AI to help them write copy is because they just don't know where to begin.

But you often don't need to lean on AI -- you just need to answer a couple of basic questions and your brain will swing into action and the copy will almost write itself.

So the next time you have to sit down and write an ad, a web page, or a landing page, ask yourself these 2 questions --

1. Why should your target audience buy your product?

2. What makes it special, or different, to competing products?

Give it a try and let me know how it goes 💪

You might just surprise yourself...

#copywriting #websitecopy #marketing #saas

I help tech companies say what they mean and mean what they say🦸 Messaging Strategy + Copywriting 🌟 Website not converting? Get 1 web page reviewed in 24 hours ➡️ calendly.com/eden-bidani/get-unstuck

Less than 24 hours in Stockholm and, as a copywriter, I'm loving the names of everything ❤️

Going to eat some of these in between practicing for the awesome CJAM conference that's this Thursday 23 October 💪 

With lively round table sessions, lots of networking, and some fantastic speakers lined up for the main stage, there's only a couple of days left to grab yourself a ticket.

Better get in quick over here: http://cjam.se/

#copywriting #conversionrateoptimization #marketing #linkedin

You can't see your website's blind spots.

But you *know* they're there.

Maybe you've tweaked the headline 47 times.

Moved the CTA button up. Then down. Then up again.

Maybe changed the button color from green to orange to blue.

Maybe you've even made all the tweaks ChatGPT told you to do.

And still... conversions are going down 📉

The problem?

You're too close to your own website.

You *know* your product inside out. You've read your copy 15 times. You've done 6 iterations with the designer.

And now, you can't get out of your own head to see it from your prospects' POV.

---

I've been doing website reviews for 10 years now, and the pattern is always the same:

Smart founders + Great products = Web pages that *should* convert but don't.

But when they book a review call, we can spot what they've been missing for months in minutes.

Not because I'm smarter.

But because I'm seeing it from your web page from your prospects' POV.

---

So I'm trying something new:

Get ONE critical web page on your site reviewed with a video + detailed report. Delivered in 24 hours (or less). For $97.

Here's exactly what you get:

→ 15-min Loom video walking through your page (covering *everything* from page structure and layout to visuals, to psychology and persuasion) 

→ Written report with specific fixes (not vague "make it better" advice, but "do this, not that")

→ Conversion blockers ranked by impact (what you should do first for the biggest impact, vs. what's "nice-to-have")

→ Copy improvements (not theory, but real examples and suggestions to what you should change and why)

→ All delivered within 24 hours of booking

This isn't a "tear-down" or "roast" where I tell you that your page sucks.

I'll show you exactly what to change and why it'll lift performance -- using the same approach I use with my $10k+ clients.

Just focused on one page instead of your entire site.

---

Here's what others are saying about my feedback sessions:

💪"In just a short time, she pinpointed opportunities for me to close the gap between inspiring my audience and compelling them to take action. Her advice was clear, insightful, and immediately actionable. I can’t wait to start implementing her guidance and seeing the results." - Coco Duan

💪"She provided clear, actionable steps to make the copy more customer-focused and compelling. By the end, I had a structured plan and a clear direction. What felt overwhelming before now feels manageable and exciting.” - Russell Greenhill

💪"I will implement all the feedback from Eden. She really helped me clarify our positioning and improve the way we present ourselves. Very worthwhile, thank you!" - Jean-Patrick Bisson

---

Sound good?

Then either send me a DM and I'll send you the booking link. Or you can skip the DM and get the link from my LI profile


#copywriting #conversionoptimization #websitecopy

"Our extravagant use of communication... has so jammed our channels only a tiny fraction of all messages actually gets through."

That, friends, was written by Al Ries and Jack Trout over 35 years ago in their book: Positioning The Battle for Your Mind (p. 1980)

"extravagant use of communication" -- before the internet, YouTube, TikTok, FB, Insta, X, LinkedIn, smartphones, tablets etc. etc. etc. *on top* of what's already out there in print, radio, TV, cable, and OOH.

What do you think they'd say about the state of marketing today? 🤔😬

On another note: the fact that they wrote this in 1980 and it still hits home today says a ton.

Even though technology has changed (AI + all the rest) and delivery methods have changed (multiple new channels) -- human nature hasn't changed.

We were overwhelmed by marketing comms back then.

And we're overwhelmed by them today.

So I think, the biggest lesson here is to remember that this is the world we are ALL living in.

Don't add to the noise. Focus on breaking through it.

(And you don't do that by turning up the volume... But you can do it if you're more thoughtful about how you reach your customers...)

#marketing #copywriting #linkedin

You'll never be able to understand how your customers see your product.

Unless you actually ask them that.

Because even if your customers "know" your product is an LLM, a CRM, an analytics tool, or a sales enablement platform -- what you think they think about your product... is not what they *actually* think.

---
Here's 2 real life examples:

1. A startup was calling their product "an outdoor mapping tool."

Fair enough. That was what it did -- it allowed you to map trails and tracks where Google Maps couldn't go.

But their "outdoor mapping tool" was struggling to win over new customers.

And this definition failed to encompass all the other incredible things their platform delivered -- which included a community, the ability to share/discover new routes, and a ton more.

And it was only when we looked at their customer interview transcripts that it clicked.

Because none of them called the product an "outdoor mapping tool."

They all said they used it to "plan their outdoor adventures."

Outdoor adventure planner > Outdoor mapping tool

Big difference.

---

2. Another startup was calling their product a "home and lifestyle app" because it bridged these 2 same, same, but different categories.

But, like Startup #1, they were also struggling with winning new customers. Because no one understood what their app was all about.

"Home" was pretty clear. But "lifestyle"? That meant wildly different things to different people their customer base.

However, when we went back to their customer research, guess what happened?

They were saying they used the app to "make their home reflect their unique style."

Meaning it was a "home styling app." Not a "home and lifestyle app."

Home styling app > Home and lifestyle app

Again, big difference.

---

So if you've ever struggled describing what your product is or does, the fastest way to get to the truth is by asking your customers questions like (and this is one of my *favorites*:

"If you were going to share this [product] with a [friend/partner/work colleague], how would you explain to them what it is and what it does?"

You'll then be able to see, with alarming clarity, how your product fits into their world.

All you need to do is then reverse-engineer your customers' own language to describe exactly why your product awesome.

---

Photo: recreated Viking brooches at the Viking Museum in Stockholm.

We'll never know who these belonged to and why they were important to them. And we'll never get the chance to ask them. 

But you still do have the chance to ask your customers. So do it now. Before they too, disappear.

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