Selling series of letters and landing page for B2B SaaS in financial monitoring - audit, positioning, copywriting, A-B plan

Initial situation
There is a B2B SaaS platform for automating AML compliance and financial monitoring in fintech - transaction monitoring, KYC, scoring, case management, reporting. Now leads come mainly from partners and conferences, but the conversion from application to demo is low, and emails after registration do not generate repeat touches. The texts on the site are overloaded with terms and do not explain the value for different roles - Head of Compliance, MLRO, CFO, Product Owner.

Technical environment and data
Website on Webflow, analytics in GA4, events in Mixpanel, newsletters in HubSpot. There is access to current pages, 2 recordings of sales calls, a list of objections from the SDR, uploading through the funnel for 3 months and 5-7 raw customer reviews. You can conduct 3 interviews of 45 minutes with sales and product.

What to do
Collect and write a selling set of texts that will increase the conversion to demo and reduce the share of irrelevant applications.

Stages of work
1) Diagnostics - a quick audit of the current landing page and letters, analysis of the funnel, identification of key failures, formulation of hypotheses.
2) Research - JTBD structure for 3 roles, map of objections and triggers, analysis of competitive messages of 5 direct competitors, formation of positioning and message house.
3) Copywriting and packaging - writing:
- Landing page for request "Request demo" for the fintech and payment services segment: headings, subheadings, value blocks, social proof, FAQ, micro-copies for the form and CTA. Length - up to 7-9 semantic screens.
- A series of onboarding-nurture letters for 14 days for those who registered but did not sign up for the demo - 6 letters: 2 value, 2 objection-handling, 1 case, 1 final offer for the demo. For each letter - 2 subject options, preview text, body text, CTA.
- 2 letters for reactivation of leads from the database older than 90 days - soft reactivation and hard reactivation with an audit offer.
4) Testing and implementation plan - propose an A-B plan: what elements to test, what events and metrics to look at in GA4-Mixpanel-HubSpot, how to interpret the result with small samples.

Restrictions
- You cannot promise a legal guarantee of compliance with regulatory requirements and use statements like "100% compliance".
- You cannot mention specific client banks by name.
- The tone of communication is professional, without aggressive triggers or clickbait.
- Texts should be ready to be inserted into Webflow and HubSpot without additional editorial processing.

Specific result
- A document in Google Docs with the final versions of the landing page and all letters, with notes for insertion and header options.
- Message house table: segment - pain - trigger - proof - wording.
- Table A-B of the plan: hypothesis - option A/B - metric - deadline - victory criterion.

Measurable acceptance criteria
- Landing: at least 3 first screen options and 2 CTA options; The text is checked against promise restrictions.
- Letters: 6 onboarding letters + 2 reactivation letters, each with at least 2 topics and 1 preview text; single tone of voice; CTAs lead to one targeted action.
- Based on the results of the diagnostic stage - 5-8 hypotheses for improvements tied to current funnel data.

Specialized knowledge and tools
Understanding of B2B SaaS in a regulated area, ability to write under compliance restrictions, experience with HubSpot email structures, skills in working with voice-of-customer, competitive analysis and conversion copywriting.

Term
2-3 weeks at a relaxed pace with 2 iterations of edits for each artifact.