My background
I’m a product marketer and homepage copywriter for startups that need to win customers in competitive markets.
I trained as a journalist in London, pivoted to enterprise sales and closed hundreds of software and advertising deals across five continents.
I moved to Sydney, Australia, shifted into marketing and worked with two of the city’s top design and performance marketing agencies.
I went freelance in 2018 and have since worked with 100+ startups and global technology brands while living between Bali, Portugal and the UK.
My clients
I work with founders and marketing leaders at startups with technical products and complex sales models.
My clients include FinTech products, autonomous vehicle platforms and countless AI startups that serve B2B and enterprise customers.
My process blends craftsmanship, sales strategy and psychology with AI tactics that uncover competitor weaknesses.
I work in Figma and write each homepage by hand using conversion rate optimisation principles that I developed across 200+ projects.
My services
I founded GorillaFlow to set a new standard for startup homepages.
We combine the art of copywriting with the science of product marketing to unite strategy, copy and design.
I present at startup conferences and appear on marketing podcasts to discuss the industry and share tactics.
Next steps:
- Hire me at GorillaFlow
- Book a homepage roast
- Buy CopyBase, my Figma kit
- Hire me to train your agency
Serial Founder
'Alex is the king of startup homepages. He boosted my conversions for Nomad List by 400% with one tip.'
levelsio
Founder
Pieter Levels
Pieter Levels
EdTech
'We A/B tested and optimized our landing pages for two years. Alex still increased our sales by more than 20%’.
Jason Cunden
Founder
The Physio Network
The Physio Network
PropTech
'Alex nearly doubled our software demos. This increased both our trials and revenue. Outstanding.'
Ikenna Okoroafor
Growth & Marketing
anow
anow
Developer Talent
'I hesitate to recommend Alex...
Because he’s so good that I want him available for my future projects.
He worked hard to understand our product, interview our customers and create wireframed, world-class sales copy for our website.'
Because he’s so good that I want him available for my future projects.
He worked hard to understand our product, interview our customers and create wireframed, world-class sales copy for our website.'
Tomás Gutiérrez Meoz
CEO
Katapult Labs
Katapult Labs
CRO Expert
'I’ve met countless copywriters throughout my 20-year career in conversion rate optimization.
Alex is one of the rare few who truly understands their craft.
His results prove that he knows how to position an offer and guide people to the right purchase decision.'
Alex is one of the rare few who truly understands their craft.
His results prove that he knows how to position an offer and guide people to the right purchase decision.'
Nils Kattau
Founder
#2 CRO agency in Europe
#2 CRO agency in Europe
Development tools
‘Alex has an amazing ability to get to the core, simplify your messaging, prioritize and compose the perfect copy that will speak directly to your customers. His work is exceptional.’
Cristina Coffey
Board member
InnerSource Commons Foundation
InnerSource Commons Foundation
AdTech
'Alex has a wealth of experience in SaaS and an excellent ability to empathize and understand solutions.
His real talent is on display when he gets you to understand the consumer's mindset and speak to them in a way that truly resonates and drives action.'
His real talent is on display when he gets you to understand the consumer's mindset and speak to them in a way that truly resonates and drives action.'
Khalid Hamadeh
Founder
Ad Optimum
Ad Optimum
FinTech
'Alex delivered outstanding website copy that's already delivered performance improvements.
He digs in to understand our business goals and he's a pleasure to work with — open to feedback, challenge and iteration.'
He digs in to understand our business goals and he's a pleasure to work with — open to feedback, challenge and iteration.'
Alastair Jardine
Chief Product Officer
Float
Float
Autonomous Vehicles
'Alex excels at transforming intricate deeptech into everyday language.
Thanks to him our website is not a maze of confusing features.
It's a journey that ensures potential customers grasp the benefits of our technology — which prompts them to reach out and learn more.'
Thanks to him our website is not a maze of confusing features.
It's a journey that ensures potential customers grasp the benefits of our technology — which prompts them to reach out and learn more.'
Barry Lunn
Founder
Provizio
Provizio
Creative agency
'Alex is a pro — with a great process. He goes above-and-beyond to make us happy and provides solid reasons for every tactic. He takes feedback well and pushes back to create a fun and easy collaborative environment.'
Rhami Aboud
CEO
Arch Website Design
Arch Website Design
Creative Agency
'Alex's insights didn’t just improve my writing. They gave me the clarity and conviction to lead the conversation and sell my ideas to a client with a nine-figure value.'
Jake Anderson
Agency Founder
Gravity Studios
Gravity Studios
Creative Agency
'Alex frees us to design and iterate faster.
He’s much more than a copywriter and acts as a collaborative partner to help deliver the best solution for our clients.'
He’s much more than a copywriter and acts as a collaborative partner to help deliver the best solution for our clients.'
Conor Wade
Founder
Nua Design
Nua Design
Supply Chain Automation
'As an early-stage brand we needed a copywriter who understood our constraints.
Alex's unique blend of sales and copy produces incredible results.
I'd recommend him to any entrepreneur who needs to inject energy and life into their startup's website copy.
His work speaks for itself.'
Alex's unique blend of sales and copy produces incredible results.
I'd recommend him to any entrepreneur who needs to inject energy and life into their startup's website copy.
His work speaks for itself.'
Navneet Lekshminarayanan
Founder
Holocene
Holocene
HealthTech
'Our team love working with Alex. He pays attention to the details and wants to understand the team behind the products and services for best positioning.
What struck me the most is that he doesn’t just sell his services. He wants to know that his skills are used to make a real impact in people's lives.
If you have a product or service that has real value that you want expressed in the world then I’d confidently recommend you hire Alex. He acts like a true partner in your success.'
What struck me the most is that he doesn’t just sell his services. He wants to know that his skills are used to make a real impact in people's lives.
If you have a product or service that has real value that you want expressed in the world then I’d confidently recommend you hire Alex. He acts like a true partner in your success.'
Danny Ho
Chief Financial Officer
Avesta HRT
Avesta HRT
Test automation
'Alex makes complex technologies — like our AI-powered app test automation feature — sound simple, exciting, and relevant to engineering leaders.
His work drove more traffic and contributed significantly to our sign-ups.'
His work drove more traffic and contributed significantly to our sign-ups.'
Delfin Vassallo
Marketing Director
Bitbar (SmartBear)
Bitbar (SmartBear)
PropTech
'Alex's ability to sell software solutions using human language helped the launch of our PropTech platform tremendously.
I totally recommend him to position your startup.'
I totally recommend him to position your startup.'
Tom Shrive
Founder
askporter
askporter
Product Design
'Alex understood exactly what we needed and his copy has transformed our ability to communicate our product benefits and drive online sales.'
David Evans
Creative Director
Node Audio
Node Audio
Investment Fund
'Alex did his homework to understand our objectives, helped tailor our narrative to investors and worked fast to meet our deadline.'
Keegan Sard
Director, Investor Relations
Capital Evolution Group
Capital Evolution Group