Experi

I’m building Experi, an invoicing tool for UK freelancers and small businesses.

The initial problem was repetitive admin: creating the same invoices, sending them, and following up on payments. Experi grew from that into a broader set of tools for managing clients, quotes, invoices and the work behind them.

But I’m now working through a different problem: how to explain it in a way that gives someone a clear reason to start using it.

Google Search Console is showing an upward trend in search visibility, but I’m not seeing a corresponding increase in users. That doesn’t tell me whether the issue is search intent, positioning or the signup experience. But it does mean visibility alone isn’t enough.

So I’m testing a more specific starting point:

You’ve started a business. You’ve got your first customer. Now you need to send your first invoice.

My hypothesis is that someone at that stage isn’t looking for a long list of business-management features. They want to know what to put on the invoice, make it look professional, and feel confident sending it.

The homepage now leads with that task, including worked examples and a path through adding the details, reviewing the invoice and issuing it. The broader features are still there, but they aren’t the opening pitch.

I’m not claiming this has solved growth. It’s the next experiment: does a more specific reason to start translate into more people signing up and actually creating an invoice?

Has anyone here grown a SaaS by targeting people doing a task for the first time, rather than persuading people already using a competitor to switch?

I’d be interested in what you learned, particularly whether it changed where you found customers.