Hello, I’m Astley. Pronounced as “ast-lee.”
I help SaaS companies make better decisions around SEO, content, and AI search before the wrong ones quietly compound.
TRUSTED BY SOFTWARE COMPANIES
Passionfruit
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HeySummit
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Rezi
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Testlify
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WinningTemp
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Enhancv
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StaffingSoft
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Passionfruit • HeySummit • Rezi • Testlify • WinningTemp • Enhancv • StaffingSoft •
About Me
Most of my work has been inside startup environments.
Small teams. Limited bandwidth. Pressure to make the right calls. High expectations.
That shapes how I think about marketing today.
Not as a checklist of tactics, but as a series of decisions:
What deserves attention right now?
What’s noise?
What looks good on paper but won’t actually move the business forward?
The impact of those decisions normally isn’t felt immediately. Left unchecked, they add up and reveal themselves later as stalled growth or sharp declines.
That’s the lens I bring into every role and engagement.
Most SaaS organic search strategies don’t fail loudly. They fail quietly.
Winning in organic search and LLM discovery isn’t about doing one big thing right. It’s about making a series of small decisions that either compound or stall growth.
When the right calls are made early, growth compounds beautifully.
But when the wrong calls persist, the cost shows up later: stalled growth, inconsistent rankings, or sudden drops that are hard to recover from.
Most teams I speak to already have SEO traction. Traffic is coming in. Content is shipping (especially now that AI has made publishing easier).
But volume doesn’t always protect you from the next major shift.
That’s usually when the cracks from earlier decisions start to show.
Underneath, there’s a familiar instinct:
“Something is working… but I’m not entirely sure if our current approach will hold as AI search and how people discover products continues to evolve.”
That uncertainty is expensive. And it compounds.
How I Can Help
I’m brought in for the decisions that shape whether your organic content engine actually leads to compounding growth through search engines and LLMs.
I help SaaS teams make confident decisions about SEO, content, and AI search before wasted effort, fragile growth, or the next major shift exposes the cracks.
In practice, that means focusing on the content that truly drives growth:
Content that shows up when users first recognize a specific problem
Content that appears as they start evaluating tools and solutions
Content that search engines and LLMs are more likely to trust, cite, and surface
Content that leads to signups and product adoption, not just impressions
“Astley, so what do you actually do day-to-day?”
The specifics vary by company and stage, but my day-to-day usually looks something like this:
Making sure your website is discoverable on search engines and LLMs by the right audience
Deciding which content should be created, updated, consolidated, or deprioritized — and why
Shaping content so it doesn’t just get discovered, but supports evaluation and user signups
Putting content systems in place so organic growth stays consistent as teams and output scale
Using user insights and churn data to inform marketing strategies and product-led growth initiatives
Below is a more detailed breakdown.
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I guide content strategy around user intent, product priorities, and search demand with a focus on discovery, evaluation, and conversion, not just traffic.
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I install editorial standards and workflows, and shape the content roadmap needed to scale output without degrading quality. I build the system and manage it (or show your team how to).
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I translate data from user surveys, feedback loops, and performance signals into actionable strategic foundations. This informs positioning, messaging, competitive context, GTM inputs, and growth initiatives designed to lower CAC, improve product adoption, and proactively address churn.
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I write content that gets found by your target audience, positions your company as the trusted solution, and drives users toward signing up or buying. Formats include product-led guides, thought leadership articles, landing pages, user documents, and case studies.
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I focus on making organic acquisition more predictable and resilient, so growth doesn’t rely entirely on paid channels or short-term wins.
Jacob Jacquet, CEO
“About 750% increase in signups. I mean, that’s a pretty remarkable achievement.”
“We trusted you and the results have been fantastic.”
Case Studies
I’ve documented my work from 2020 to 2025, showing how I built a content engine from the ground up and making organic search the top acquisition channel — from foundation to scale, and now AI search and LLM discovery.
The links provided are deep dives into the decisions and systems behind the results.
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Built and scaled Rezi’s organic growth by establishing editorial standards, content systems, and quality guardrails. Adapted the engine for AI search and LLM discovery while aligning SEO with product, GTM, and revenue outcomes.
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Expanded beyond foundations by owning prioritization, improving high-impact pages, strengthening internal linking, covering competitor gaps, and shifting toward product-led, conversion-aligned content.
Learn more: Rezi Case Study Pt.2
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Built the SEO content foundation from scratch, leading to a ~30% increase in average monthly signup rate.
Learn more: Rezi Case Study Pt.1
Benjamin Dell, Founder
“Astley impressed us with his ability to clearly document and convey a cohesive content strategy. He’s incredibly thoughtful and focused and takes great care to make sure that the quality of his work is consistently high.”
Testimonials
"He’s able to deliver a narrative that perfectly fits your product-market strategy. Your website’s blog or content library will be in safe hands with him."
Kaloyan Dimitrov, Head of Organic Growth
"Astley is a first-class writer on every level: his work is diligent, thoughtful, and delivered at the highest of standards."
Raffi Salama, CEO