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SaaS & Software Marketing

Product marketing and development for B2B software companies.

Schedule a Discovery Call → See our work →

From idea to recurring revenue

We’ve helped established businesses launch software products that opened entirely new revenue streams. Whether you need product marketing, a go-to-market strategy, or the engineering team to build it - we’ve done it.

  • SaaS product design and Ruby on Rails development
  • Go-to-market and product marketing strategy
  • Subscription, billing, and onboarding flows
  • Content and SEO for software buyers

What we build for SaaS companies

From the first version to a product with paying customers, built and run for the long haul, including two products of our own.

  • MVPs and product launches

    A first version that gets to real users fast, with room to grow.

  • Multi-tenant platforms

    One codebase serving many customers, each with their own data, branding, and rules.

  • Subscription billing

    Plans, free trials, and recurring card billing built into the product.

  • Product marketing and trial conversion

    Websites, content, and campaigns that turn visitors into trial users and paying customers.

  • Integrations and APIs

    APIs and integrations that connect your product to the systems your customers already use.

  • Scaling and long-term support

    Steady releases, upgrades, and hosting as the product and its customer base grow.

By the numbers, from our work in this industry

Work we've done

More Work →

RSI Logistics

WordPress website and inbound marketing for a rail shipping software company - a 436% increase in monthly website leads.

Case study Website designDigital marketing
436% more monthly website leads

BS&A Software

Nine years as the web team behind a Michigan software company that serves local governments: a DNN to WordPress migration, a full redesign, a recruiting brand, and steady support.

Case study Website designWordpress
9+ yrs as BS&A's web partner, from the first DNN fixes to today

PCRassays.com

A WooCommerce store that lets researchers buy PCR assay kits online, built for a Michigan bioinformatics company we have supported since 2016.

Case study Website designWordpress
3.6x the visitors in 2025 compared with 2024

SmartIce

Web and mobile apps for Ice House America's SmartIce platform - 100% ROI within 10 months.

Case study Web applicationMobile application
100% return on investment within 10 months

DNA Software

B2B STEM web design, eCommerce, and digital marketing for PCR assay testing tools.

Case study Website designWeb application Video
3.6x the visitors in 2025 compared with 2024

Sales & Commission Platform

A sales and commission platform for a national telecom sales organization: daily sales imports, commission statements, office leaderboards, and later a multi-tenant product.

Case study Web applicationRuby on rails
Daily sales imports

Boast

Our own SaaS product: a platform that collects video testimonials, reviews, and surveys from customers and publishes them wherever they'll win business. 10,000+ organizations use it.

Case study Web applicationRuby on rails
10,000+ organizations on Boast, including HubSpot, Blue Cross Blue Shield, Whole Foods & National Grid

eNoble

A web and marketing partner for a Detroit software company that builds case-management tools for child welfare and human services agencies, through three generations of its website.

Case study Website designWordpress
9+ yrs as eNoble's web and marketing partner, from the first site to today

Great Lakes Ag Labor Services Portal

A multi-tenant platform that runs the full lifecycle of seasonal farm labor contracts, from employer intake through visas, arrival, and worker onboarding.

Case study Web applicationRuby on rails
3 portals on one codebase: staff, employers & workers

SEAK Expert Witness Directory

We inherited a Ruby on Rails directory and have run it for more than ten years, from rebuilt search and SEO to new ad products, payments, and security.

Case study Web applicationRuby on rails
54% more visitors to the directory in 2025 than in 2024

Message Blocks

The MVP for an event management startup: agendas, registration, documents, and session surveys, launched as a subscription product in four months. The company now runs on its own as Connect Space.

Case study Ruby on railsWeb application
4 mo to a paying product

MemoTouch

A tablet reminder app for seniors living at home, and the web app family caregivers use to manage the day's schedule, messages, and photos.

Case study DnnMobile application
1 screen for the whole day

Sentencing Guidelines Calculator for Michigan

A Ruby on Rails application that walks Michigan attorneys through the state sentencing guidelines and produces the Sentencing Information Report as a PDF.

Case study Web applicationRuby on rails
200+ pages of Michigan's sentencing guidelines turned into a step-by-step application

Judgment Interest Calculator for Michigan

Mokasoft's first product: a Rails subscription app that calculates post-judgment interest on Michigan money judgments, payments included, and produces PDF summaries.

Case study Web applicationRuby on rails
1st Mokasoft product, and the foundation for the two calculators that followed

Green Bank Lending Platform

A multi-tenant SaaS platform that runs state clean energy loan programs: contractors, lenders, sponsors, and inspectors in one workflow, with each state on its own branded tenant.

Case study Web applicationRuby on rails
Multi-state on one codebase

SafeResponse

The online training platform and marketing site behind SafeResponse: courses, subscriptions, team plans, and certificates for first responders and safety teams.

Case study Web applicationRuby on rails
353,000+ first responders trained on SafeResponse courses

Baker Publishing Platform

A self-service commerce and content platform that runs three regional print magazines: classifieds, display ads, digital editions, subscriptions, and payments, all online.

Case study Web applicationRuby on rails
3 regional magazines running on one codebase, each with its own install, domain & Stripe account

Mokasoft

Since 2014, the software, websites, and marketing behind Mokasoft's suite of legal calculators for attorneys and courts.

Case study Website designWeb application Video
57% increase in annual new customer subscriptions
Good to know

Frequently asked questions

Can you build our SaaS product, not just market it?
Yes. We design and develop B2B SaaS applications on Ruby on Rails, including subscription billing, onboarding, and admin tools, and we have built and run our own products, Boast and Accessible Metrics.
What does SaaS marketing from Web Ascender include?
Go-to-market strategy, product positioning, a website built for software buyers, content and SEO, paid campaigns, and marketing automation tied to your trial and demo funnel.
Do you work with software companies in Michigan?
Yes. We are based near Lansing and work with software companies across Michigan and the United States, including established businesses launching a first software product.
Ready when you are

A 30-minute discovery call is the first step. We'll learn your goals, share our process and pricing, and tell you straight if we're a fit.

Schedule a Discovery Call → See our work

Or call 517-455-7837