Before
After
Taxaroo is practice management software for small tax and accounting firms. 4,000+ firms on the platform, a GTM team of six, and a product ready to scale. The blocker wasn’t the product — it was the story around it.
The website read like every other SaaS homepage: “Unleash the Full Potential of Your Small Tax or Accounting Firm.” Feature-led, generic, speaking to everyone and connecting with no one. Meanwhile, the sales team was having real conversations with buyers every day — and the language on those calls sounded nothing like the site.
Ran workshops with the GTM team to extract what they already knew — pain points, objections, and the language buyers actually used. Translated that signal into a positioning canvas: ICP, problem framing, differentiation, and competitive context. One document the whole team could work from.
Rewrote the entire homepage against the positioning. Every section now leads with a pain tax practice owners recognise, with features as proof points underneath. Surfaced “47 minutes saved per return” as the lead metric and pulled Capterra ratings and testimonials into the first scroll.
Fletch PMM framework applied to Taxaroo — ICP, competitive alternatives, differentiation pillars, and the messaging hierarchy that every piece of copy ladders up to.
Problem-first copy replacing the generic capability dump. Every section anchored to a pain point, with features as supporting evidence rather than the headline.
Small tax practice owners — not accountants broadly, not enterprise firms. The narrowing created clarity for sales conversations, ad targeting, and content direction.
Mapped the alternatives Taxaroo’s buyers actually evaluate — not just direct competitors, but spreadsheets, paper processes, and “doing it manually” — and built differentiation against each.
Restructured how testimonials and review ratings appear on the page — moved from a buried testimonial carousel to Capterra scores and named quotes visible in the first scroll.
The bridge between the positioning canvas and production copy — headline hierarchy, value prop statements, and the language rules the team can apply to sales decks, ads, and outbound.
The sales team already knew what made Taxaroo valuable — they said it on every call. The positioning sprint didn’t invent new insights. It extracted what the team already knew and turned it into copy that does a sales rep’s job at scale, 24/7.
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