Can we put some more sparkle in SaaS? Do away with buzzwords, throw pretentious product descriptions in the trash, and never use the word “utilize” ever again?

In other words, can we create a website that people actually want to read?

This was the rebrand to end all rebrands. Two companies, two new acquisitions, four new names, and an all-new website—all in less than a year. And there is no other team than our marketing team at FORM to make it happen so spectacularly.

In three weeks, I wrote 30+ pages for FORM’s new face. That’s 30+ sparkly H1s, 100+ SEO-wise H4s, some snappy H2s, and a few descriptive-but-straightforward <p>s—plus a few CTAs here and there. It was a lot of words. And it was a lot of brainpower that I didn’t know I had.

But after it was done, I felt more proud to be a writer than I ever have in my life. We’re storytellers, yes; but we’re also strategists, puzzle-solvers, think-outside-the-boxers, and perfectionists. We make things make sense. And if any of us need anything while searching for software… it’s sense.