Writing samples

The copy, not just the chart.

Product one-pagers, sales collateral and persona-led journey maps written for B2B SaaS buyers in HR-tech and healthcare data. Every page below is a live asset a sales team takes into a room.

Product one-pagers

One module, one page, one argument. A headline that names the problem, a stat bar that proves it exists, three reasons it's solved, and a close that tells sales what to say next. I built the headline system too — every module wins over something. Over referral blind spots. Over snap judgments. Over turnover. Over chaos. Fifteen modules, one grammar, so the suite sounds like one product instead of fifteen.

SmartRefer
SmartRefer — “Over Referral Blind Spots”
SmartScreen
SmartScreen — screening & voice interviews
SmartTenure
SmartTenure — predictive retention
SmartCommunicate
SmartCommunicate — candidate messaging
SmartScore
SmartScore — unified candidate scoring
SmartSuite
SmartSuite — the platform overview

Customer journey maps

The hardest brief on the platform: show ten products working as one, to a buyer who only cares about their own industry. So each map opens on a person — Lila, a Director of Nursing under pressure to fill shifts — and walks her through all ten modules in the order she'd actually meet them. Nine industry versions, one architecture, a different protagonist in each.

Healthcare & Nursing
Healthcare & Nursing — “Meet Lila, Director of Nursing”
Hospitality
Hospitality — high-volume seasonal hiring
Grocery
Grocery — frontline & shift hiring
Manufacturing
Manufacturing — skilled trades & compliance
Also built

Five more verticals, same spine

Logistics & warehousing, food & beverage, delivery, financial services and a generic cut — each with its own persona, pressures and language, and each still recognisably the same product story.

Enterprise & executive collateral

Longer-form sales assets for a technical buyer — written to clear a procurement review and still read like someone wrote it on purpose.

SmartSuite CEM
SmartSuite CEM — executive-facing platform brief
Vorro EMR
Vorro EMR — “Make EMR Connectivity Seamless”
Epic or Vorro
Epic or Vorro — competitive positioning piece
AI Data Hub, Insurance
AI Data Hub, Insurance — vertical solution brief
AI Data Orchestration
AI Data Orchestration — platform overview

What these had in common

Constraint

A claim that has to survive legal

Healthcare data and hiring are both regulated categories. Every number on these pages is sourced, every capability claim is one the product can actually make, and the copy still has to move someone.

Volume

Fifteen modules, nine verticals, two companies — concurrently

These didn't ship one at a time. Overlapping timelines, one voice, and a messaging architecture underneath so the modules never contradicted each other.

Audience

Written for the person who has to use it

A one-pager isn't a brochure — it's what a BDR opens on a call. The close of every page tells the seller what to say next.

Happy to walk through
any of this work.

Get in touch

Full-resolution PDFs available on request.