Signaturely: How Will Cannon Built a User-Friendly eSignature Platform for SMBs

The Idea

Cannon designed Signaturely to address a specific pain point: existing e-signature tools were either too cumbersome or expensive. He identified this problem and sought to simplify the user experience while offering a freemium model to attract users. The service allows users to sign documents digitally without requiring a credit card or expensive subscriptions upfront.

Signaturely primarily targets small businesses, freelancers, and individuals who need to sign documents but may not want to deal with costly alternatives like DocuSign or Adobe Sign. Cannon’s goal was to create an eSignature solution that was affordable and easy to use, offering a free option for those who only needed to sign a few documents each month.

Challenges

Signaturely faced competition from big players like DocuSign and HelloSign and challenges with international legal compliance.

Competition: Breaking into an industry dominated by giants required differentiating through simplicity and cost-effectiveness. Cannon focused on user experience and providing free contract templates to attract new users organically.

Compliance: Cannon had to navigate the complexities of integrating with international eSignature regulations to ensure legal compliance across multiple countries.

Industry Context

The eSignature market was already competitive when Signaturely entered the scene, with well-funded giants commanding the market. However, the pandemic accelerated the need for digital solutions, opening the door for more affordable and user-friendly alternatives. Signaturely capitalized on this trend by offering a freemium model that allowed users to sign up to three documents per month for free, targeting SMBs and individuals.

Founders

Will Cannon is an experienced entrepreneur with a history of launching successful SaaS businesses. Before Signaturely, Cannon built UpLead, a lead generation platform that generated over $8.4 million in revenue through cold email outreach and SEO strategies(Indie Hackers)(THE ORG). His knack for identifying pain points in everyday business processes, like document signing, led him to create Signaturely in 2020.

Cannon’s entrepreneurial journey began long before Signaturely. He also co-founded BWG, a marketing agency that worked with major brands like Dropbox and ADP. His diverse experience in sales, marketing, and product development enabled him to quickly identify gaps in the market and build user-friendly, cost-effective solutions.

Product

Signaturely’s core product is a simple, user-friendly platform allowing businesses and individuals to sign documents digitally. Its features include integrations with popular cloud storage services like Google Drive, Dropbox, and OneDrive. It also offers legal validation, auto-reminders, customizable templates, and multi-party signing.

What sets Signaturely apart is its freemium model: users can sign up without a credit card and send three free signature requests per month, making it highly accessible. Paid plans unlock more robust features, such as unlimited signatures and team management tools.

USP

The biggest advantage Signaturely had over its competitors: simplicity! And that is exactly what Cannon intended. Its easy onboarding process and no-credit-card-required approach make it attractive to users put off by the complexity and cost of competitors like DocuSign. Additionally, the freemium model helps capture price-sensitive segments, providing a low barrier to entry for users to test the platform.

Competitors

Signaturely’s main competitors include:

• DocuSign: The industry leader with a comprehensive set of features but at a higher cost.
• HelloSign: A popular alternative, but still more expensive than Signaturely for SMBs.
• PandaDoc: Offers robust document generation features but targets larger enterprises.

Build

The initial version of Signaturely was built with simplicity in mind. Cannon’s team focused on streamlining the document signing process, making the platform intuitive and fast to use. Essential features like document uploading, adding signers, and legally binding eSignatures were developed first. The team also integrated compliance with major international eSignature regulations, ensuring the platform adhered to standards in the U.S., Europe, and other regions(Signaturely).

A key part of the build process was leveraging SEO strategies. Cannon’s team created a free tool and a repository of over 40 contract templates, optimized for high-intent keywords like “free contract templates.” This strategic move not only generated valuable organic traffic but also drove thousands of users to try the platform(Your Content Mart)(PitchBook).

Cannon’s emphasis on accessibility meant that Signaturely offered a freemium model from the start, allowing users to sign up to three documents per month for free, with paid plans offering more advanced features and greater usage limits(Signaturely).

Implementation

Signaturely implemented several strategies to grow, including a heavy focus on SEO (search engine optimization) despite its long payback time. By targeting specific keywords and comparison pages (e.g., “DocuSign vs Adobe Sign”), they captured interest from users already searching for competitor solutions. Paid advertising campaigns, particularly on Facebook, further drove sign-ups, aided by engaging copy and visuals.

They also relied on community-building efforts through Twitter. William Cannon’s active presence helped create a sense of community around the brand, bringing in customers, mentors, and investors.

Growth

And the hard work paid off! The platform acquired over 30,000 user signups within its first 12 months and now attracts significant organic traffic by ranking high for valuable keywords like “free contract templates.” This strategy has resulted in thousands of backlinks and continues to drive user acquisition cost-effectively.

Pricing

Signaturely offers a freemium model with three signature requests per month at no cost. Paid plans are available for individuals and businesses, which include unlimited signatures, custom branding, and other premium features. This tiered pricing structure allows users to scale up as their needs grow.

Key Takeaways

• Simplicity as a differentiator: By making e-signatures easier and cheaper, Signaturely appeals to a wide range of users frustrated by the complexities of existing solutions.
• Freemium strategy for user acquisition: Offering a valuable service for free is a smart way to attract users in a competitive space.
• SEO takes time but pays off: While slow to show results, Signaturely’s dedication to SEO is key to its organic growth strategy.
• Community building works: Leveraging personal branding on platforms like Twitter helped create a loyal following that benefits the company in terms of visibility and credibility.

Signaturely has carved out a niche in the crowded eSignature market by focusing on simplicity, affordability, and smart SEO strategies. With its growth trajectory and commitment to user experience, Signaturely has become a trusted solution for SMBs looking for a streamlined, cost-effective eSignature tool.

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