Startup positioning & conversion experts
You need a homepage that explains why your startup is the best choice
You have $3m+ ARR but struggle to stand out. We work closely with your team to uncover your competitive advantages and write a homepage that supports your next stage of growth.
Customer insights
from real interviews
Positioning deck
for your GTM strategy
Homepage copy
and Figma wireframes
Product marketers for 100+ startups and technology brands
More conversions
Pieter Levels
More sales
The Physio Network
More revenue
anow
Your customers have five tabs open for competing products
And they’re tired of AI-written homepages that sound like the industry average.
Your positioning undersells your product.
Customers love your product. But you struggle to explain your advantage in plain English. AI barely helps, as it writes generic headlines and replicates the industry average.
You can’t rely on ‘killer features’ anymore.
AI has accelerated software development. Competitors can copy your features and conquer most technical moats in weeks. You need to secure a new, defensible advantage.
Your sales team are selling on hard mode.
They’re trying to close prospects who feel confused by your messaging. That’s because your homepage tries to sell every product to every audience and stakeholder at once.
Refined over 200+ projects
We deliver a homepage and positioning strategy that prove your competitive advantage
Your homepage should make your product easier to sell.
That’s why we interview your customers, analyze your competition and sweat over every headline.
Customer research
Uncover your advantages.
We interview your customers and map your competition to understand your unique competitive strengths.
Customer insights
from real interviews
Product positioning
Differentiate your product.
We develop a positioning strategy that explains your competitive advantage and craft messaging that proves it.
Positioning deck
for your GTM strategy
Conversion copy
Connect with buyers.
We write and wireframe your new homepage by hand, based on real customer insights and proven conversion tactics.
Homepage copy*
and Figma wireframes**
*Need sales pages and adverts?
We can write them too.
**Need a designer?
We can recommend a partner.
I built our process on 15+ years of technical sales performance
Hey, I’m Alex.
I led international sales for a UK startup and closed hundreds of enterprise software and advertising deals across five continents.
At 25, I sold across Europe and Africa by day, trained in Thai boxing after work, sold across Asia at night and slept on the sales floor.
I switched to marketing in 2017 and have since helped 100+ startups to win more customers as a conversion copywriter.
I combine both careers to give your startup a rare advantage: strategic positioning blended with proven sales tactics.
You’ll work with me at every stage: no freelancers or AI copywriting.
Book a free call to explore my process.
Alex Napier Holland
Owner, GorillaFlow
Developer talent
How it works
Three deliverables that make your product easier to sell
Most agencies sell a scalable process.
We do things that don’t scale.
1. Research: Customer insights
Get a report that explains why customers (really) value your product
Most founders are too close to their product and make assumptions about their buyer motivations.
We interview your customers and train an LLM to model their relationship with your product.
You get a report packed with customer insights and quotes mapped against your product abilities.
— Don’t worry, your data won’t be shared for training
Google Sheet deliverable
We interview your customers
And explain how you solve their pain
‘Customers rely on a disconnected stack of rigid ERPs, fragile spreadsheets and static BI tools.’
‘This causes weeks of manual work and stress for finance. Numbers are outdated when they reach leadership, so strategic decisions are unreliable.’
‘Farseer merges all three and slashes manual work by 80%. Finance leaders can make confident decisions.’
Podcast analytics
2. Strategy: GTM Positioning deck
Give your team a clear positioning strategy to differentiate your startup
Your website visitors have countless tabs open for competing products.
We analyze your customers and competition to understand how you add new value to the market.
You get a deck with 8-10 slides that explain why visitors should close those tabs and buy your product.
Google Slides deliverable
Developer tools
3. Execution: Homepage
Hand your designer a homepage crafted by a top conversion copywriter
Most agencies hire junior copywriters and copy basic messaging strategies that only work for massive brands.
We write each page with proven startup conversion tactics tested alongside CRO experts on 200+ projects.
You get a new homepage delivered as a Figma wireframe plus ongoing support for your design team.
— Yes, we can also write any sales pages
Figma wireframe deliverable
We deliver wireframes
Designers move faster
CRO expert
Get started
Here's your complete homepage and positioning system
That’s why we take four weeks.
1. Customer insights
A report that maps your customer motivations and product capabilities. Includes a bank of quotes.
Onboarding
Map your goals, challenges, market and sales process with team interviews.
Customer interviews
Capture intelligence with interviews (or surveys) for your customers and sales team.
LLM copilot (50+ sources)
Model the relationship between your customers, product features and sales process.
Insights report
Deliver actionable insights and customer quotes for your marketing activities.
Google Sheet deliverable
2. Positioning deck
A slide deck that focuses your business on one story and a sequence of unique competitive advantages.
Elevator pitch
Explain the unique value that your startup and product add to the market.
Market anchors
Position your product against known categories, solutions and use cases.
Differentiation
Describe the features, abilities and benefits that define your startup.
Advantages
Map the key competitive advantages that prove your credentials as a leader.
Google Slides deliverable
3. Homepage*
Your homepage crafted by an elite conversion copywriter and delivered as detailed Figma wireframes.
Homepage copy
Plan your conversion sequence and write your homepage content by hand.
CRO
Optimize your homepage with proven conversion tactics developed with CRO experts.
Figma wireframes
Deliver your content as a detailed wireframe with notes to help your design team.
Design support**
Handle edits and support your design team to ensure the best possible outcome.
Figma wireframe deliverable
$7,500/USD
Delivery in four weeks
*We can write extra sales pages
** We can recommend our design partners
Enterprise FinTech
Book a call
Are you ready to make your startup stand out?
Explore our process, ask questions and get free tips to improve your homepage.
Compare us
Agencies design pages.
We build purchase journeys.
Pair GorillaFlow with a skilled designer for the best outcome.
Scroll to compare us
GorillaFlow
Most agencies
Copywriters
Positioning experts
Copywriting
Elite copy skills
Cheap freelancers/AI
Strong copy skills
Cheap freelancers/AI
CRO
Conversion experts
Unpredictable
Conversion experts
Unpredictable
Strategy
Startup experts
Copy giant brands
Unpredictable
Startup experts
Positioning
Positioning experts
No positioning skills
Unpredictable
Positioning experts
Process
A bespoke service
Unpredictable
A flexible service
Scalable templates
The architecture for an optimized startup homepage.
Pretty websites that are rarely optimized to convert.
An outdated approach that creates friction with designers.
A ‘sausage factory’ sprint with generic copy by junior writers.
I'd recommend him to any entrepreneur who needs to inject energy and life into their startup's website copy.'
Supply chain automation
Products
Not ready to hire us?
Steal our systems.
Train your startup or agency to use our proven frameworks and copywriting tactics.
CopyBase
Buy our Figma kit.
CopyBase is packed with proven homepage layouts and headline prompts.
$97
Roasts
Book a homepage roast.
Get practical advice to improve your homepage delivered in three business days.
$350
Training
Book a training session.
Hire Alex to train your team to research customers and write better homepages.
$1500
Marketing agency
Videos
Need free advice?
Watch our workshops.
Explore our tactics and case studies with free podcasts and video content.
High Performance Coach
'The Art of Conversion'
Joe Parish asks Alex to explain how to stand out and sell in a crowded market.
Relume Collab
‘14 Years of Copywriting Knowledge in 1 Hour’
Alex roasts and rewrites an AI homepage with our friends at Relume.
Horizons Marketing
‘Why your SaaS homepage isn't converting'
Alex explains to Nate Desmond how to spot and fix common conversion problems.
27-minute Workshop
'How would I position Slack if they were a startup?'
Alex presents several fast, easy positioning tactics that anyone can try.
Tools
We work with your favorite tools
Our clients include FinTech platforms, 3D-printed speakers, supply chain automation, decentralized finance, autonomous cars, DevOps tools, electric skateboards, enterprise blockchain, podcast analytics and countless B2B SaaS apps.
B2B FinTech
Book a call
Find out how we've helped startups in your space​
Explore our process, ask questions and get free tips to improve your homepage.
Any questions?
Do you only write homepages?
No. We start with your homepage because it’s the highest-leverage page on your website.
Once we’ve established your positioning and messaging, we can write sales pages, develop signup flows, improve onboarding journeys, create email sequences and build a campaigns.
We don’t write blog or social media content.
However, your social media team will find our positioning slide deck is a useful asset to align their messaging.
Why not use AI?
If you could write an excellent startup homepage with GPT or Claude, we’d make many millions of dollars every month.
But we only take on 2-3 clients because it’s simply not possible.
AI will always produce the average of its training data, regardless of the prompt used.
Averages are great if you need to answer an objective question, like ‘How do I change my car tyres’ or ‘What are the top frustrations of a typical CFO?’
But ‘average’ is the worst possible strategy if you need to differentiate a startup.
That’s why we train an LLM to act as a technical copilot for each project, using 50-100+ structured sources that are unique to your business and product.
But you still need a skilled product marketer to map the relationship between your product, customers and competition.
And you need a professional copywriter to plan and deliver a homepage that stands out.
How do GorillaFlow use AI?
We use AI to analyze 50-100+ sources including customer interviews, industry reports and thousands of customer reviews.
This level of analysis simply isn’t possible with humans.
But we don’t ask AI to position your startup or write your copy.
That’s the fastest way to sound like everyone else.
IMPORTANT: We use Google Notebook LM, an academic research tool. It does not upload any information as training data.
Why are customer interviews so important?
Most founders are too close to their product.
Customer interviews reveal motivations, frustrations, buying triggers and language that rarely appear in internal discussions.
We ask structured questions that aren’t included in typical marketing surveys to map each stage of their purchase journey and understand why customers value (and choose) your product.
This research is a crucial foundation for your positioning, messaging and homepage.
Don’t trust any marketer who says you can skip customer interviews. They’re trying to sell you a templated service that’s optimized for their scalability.
Can you work with our existing designer?
Yes, we regularly collaborate with skilled designers and design teams.
We deliver the conversion architecture as detailed Figma wireframes, explain our thinking and collaborate throughout the project to ensure your messaging and design are aligned.
Do you work with agencies?
Yes, we partner with a small number of skilled, conversion-focused design agencies. But we work as consultants and require direct access to your client.
We create the conversion architecture and wireframes for each page. If you sell design as a commodity and think copy is an ‘ingredient’ that’s sprinkled into a design, we won’t make good creative partners.
Why hire GorillaFlow versus a design agency?
Design agencies are often skilled at creating aesthetic experiences.
But sales and conversion are about shifting gears.
We have to meet visitors at their specific mental state and belief system, then guide them through a journey that modifies their beliefs and helps them to understand why they should try your product.
This requires deep customer research, a practical understanding of sales psychology and a clear map of each stakeholder’s purchase motivations.
Most design teams simply don’t have exposure to this kind of training.
That’s why we’re the perfect partner for design teams.
We build the conversion architecture that enables designers to create experiences that deliver business results.
Why hire GorillaFlow versus positioning experts?
Positioning experts are a great choice to establish your strategic differentiation. But most optimize their process for scalability and cut corners on tactical execution.
You’ll spot this when you review their homepage copy.
The hero section will typically establish clear, intelligent strategic differentiation. But beyond that, you get a paint-by-numbers startup homepage with generic headlines that fail to differentiate each feature cluster.
That’s what happens when you skip customer interviews and hire a freelance copywriter to deliver the homepage in a week, based on one workshop session.
In the words of a recent client, ‘Great business model, but it’s a sausage factory’.
GorillaFlow closes the gap.
We combine customer interviews, product positioning and conversion copywriting to ensure that every section of your homepage is crafted in your customers’ language.
That’s why we only work with 2-3 clients each month.