Growth Strategy & Interactive Revenue Calculator
An emotional-support and peer-listening platform needed more signups and more paid credit purchases, but was working from a generic, one-size-fits-all marketing plan that ignored how emotionally sensitive the product actually is. The fix was a rebuilt acquisition strategy suited to a trust-sensitive product, plus a working calculator the team could keep using to model revenue themselves.
- ROLE
- Acquisition strategy, SEO, landing-page & referral fixes, calculator build
- TOOLS
- Claude · HTML/CSS/JS
A trust-sensitive product was running a generic SaaS playbook.
The platform is an emotional-support and peer-listening product — someone shows up because they need a person to talk to, not because they're comparison-shopping software. It needed more signups and more paid credit purchases, but the marketing plan behind that goal was the same generic, one-size-fits-all acquisition plan you'd hand any consumer app: standard paid-ad channels and funnel copy, with no real accounting for how emotionally loaded the moment of signup actually is.
A channel strategy built around why people actually show up.
Rebuilt the acquisition strategy around channels that fit what the product really is — authentic-story short-form video, and participation in the emotionally-relevant online communities where people already say they need someone to talk to — instead of pouring budget into generic paid-ad channels built for an ordinary SaaS signup. High-intent SEO was rebuilt around the real "someone to talk to" search behavior, not generic category keywords, and two landing-page changes followed the same logic: real-time listener-availability messaging so a visitor can see help is actually there right now, and pricing moved earlier in the page instead of hidden. The referral mechanic was reframed too — "gift a chat to someone you care about" in place of a generic credits-for-referrals model, a fit for something emotionally sensitive rather than transactional.
Short-form content built around real stories rather than generic ad creative — the format people trust when the topic is personal.
Shows up in the online spaces where people already say they need someone to talk to, instead of interrupting them with an ad.
Built around the real "someone to talk to" search behavior, not generic category keywords.
Real-time listener-availability messaging, and pricing moved earlier in the page instead of hidden.
"Gift a chat to someone you care about" in place of a generic credits-for-referrals model.
A growth calculator the team could run themselves.
Instead of sending a new revenue projection every time an assumption changed, we built a working HTML calculator with adjustable sliders — visitor count, signup rate, conversion rate, ad spend — so the team could model scenarios live, and keep using it after the engagement ended. The version below is an illustrative rebuild for this write-up; drag any slider to see the model respond.
Illustrative model for this case study — revenue assumes a flat placeholder value per paid conversion, not the platform's real pricing.
Tailoring the channels mattered more than optimizing them.
A generic SaaS acquisition plan can always be A/B tested and tuned, but optimizing the wrong channels only produces a more efficient version of the wrong approach. The real work was recognizing that a trust-sensitive product needed a different starting point — video and community over paid ads, search intent over category keywords, pricing clarity over hiding it, a gift over a generic referral credit. And the deliverable wasn't just a slide deck: it was a working tool the client keeps running the numbers on themselves, long after the engagement ended.
Running a trust-sensitive product on a generic growth playbook?
Tell us where signups or paid conversion are stalling, and we'll map what a strategy built around your actual audience could look like.