Write pricing plans for each type of buyer

Each plan should map to a buyer you can name, so Kite starts by finding the distinct kinds of customers your business sells to. It uses your knowledge base, which holds your ideal customer profile and what Kite has learned about your customers, along with anything you add. You can upload a list of current customers, paste notes from sales calls, or simply tell Kite, "Most of our small customers are solo consultants, and our biggest ones are agencies."

Kite groups those buyers by the differences that change what they need from you. Team size is often one of them, but it's rarely the whole story. How often they use the product, whether they need to share work with clients, and who signs off on the purchase can matter more. A bookkeeper working alone and a firm of six bookkeepers both need the same core product. The firm also needs client permissions, a shared view of every account, and an invoice it can expense.

Then Kite lines those buyers up against your current plans. It often finds one of three problems:

• two plans aimed at the same buyer, separated only by a usage limit
• a real buyer with no obvious plan, who ends up on one that fits poorly
• a top plan that serves nobody in particular because it simply contains "everything."

Kite tells you what it found and proposes which buyer each plan should be written for. If the honest answer is that your plans themselves need to change, it says so and explains why. That bigger decision is covered in Choose a pricing model Coming soon .

Your visitors usually compare your pricing page with two or three others, so Kite reads those pages before it writes anything. For each competitor, it records the plan names, the price points, the line that says who each plan is for, the features each plan leads with, and what a larger customer is told to do. It can also look at archived versions of a competitor's pricing page to see how its plans have changed over the last two years. A competitor that renamed "Pro" to "Team" last spring is telling you something about who it learned its buyers were.

This research has two uses. It shows the language buyers in your market already expect, so your descriptions feel familiar where they should. It also shows where you can be clearer than everyone else. If every competitor's middle plan says "For growing teams," a description that names a specific buyer, such as "For agencies managing up to ten client accounts," stands out immediately.

Kite saves the findings in your knowledge base and gives you a short teardown of each competitor's pricing page with the changes it recommends for yours. A teardown is a plain breakdown of how a page is built and why it works or doesn't. If you've added Kite to Slack, it can also watch those pricing pages and tell you when a competitor changes a plan. The fuller version of this research is covered in Compare your pricing with your competitors' Coming soon .

Each plan should tell the visitor who it's for, what that buyer gets, and when they'd move up, in that order. Kite writes every plan in the same shape so visitors can compare them at a glance:

• A "for" line under the plan name. One short sentence names the buyer, such as "For a solo stylist taking their own bookings."
• A short summary of the result. It says what that buyer can do with the plan, in their words rather than yours.
• A feature list that leads with what this buyer cares about. The features that matter most to this buyer come first, and the list says what's new compared with the plan below it.
• The reason to move up. This is the change that makes the next plan worth it, stated plainly, such as "Move to Studio when you hire your first assistant."
• A button that matches how this buyer buys. Small plans get a sign-up button. The largest plan gets a "Talk to us" button when those buyers expect a conversation before they commit.

Here's what that looks like for a booking app for salons that had three plans described only by limits. Before, the plans read "Starter: 1 calendar, 100 bookings a month," "Pro: 5 calendars, unlimited bookings," and "Business: unlimited calendars, multiple locations." After Kite's rewrite, they read like this:

• Starter. "For a solo stylist taking their own bookings." Clients book online, and reminders go out automatically.
• Studio. "For salons with a front desk and up to eight chairs." Everyone's calendar sits in one view, and the front desk can move appointments without asking each stylist.
• Group. "For owners running more than one location." Each location keeps its own schedule, and the owner sees bookings and revenue across all of them.

The prices and features barely changed. What changed is that a salon owner with two locations no longer has to work out whether "unlimited calendars" covers them.

Kite writes the copy in your brand voice, using the positioning and words your customers use that are already recorded in your knowledge base. It also checks the full page for the questions that stop a purchase, such as what happens when you hit a limit, whether you can switch plans later, and how billing works. When reviews show buyers worrying about those questions, Kite drafts short answers to place beside the plans.

Kite shows you the new pricing page as a preview before anything goes live. On a website Kite builds and hosts, you approve it with the Publish button in the conversation or by replying, and Kite publishes the change and checks that the page displays correctly. If your site runs on Webflow, Kite makes the same updates through your connected account and tells you whether each change is staged or live.

After launch, Kite measures whether the new descriptions help. On a site it hosts, its built-in analytics show how many people visit the pricing page, which plan buttons they click, and how many of them finish signing up. If your site is measured elsewhere, Kite reads the same results from your connected Google Analytics property. It compares the weeks before and after the change and tells you what moved. For example, it might report that more visitors now choose the middle plan, or that fewer leave the pricing page without clicking anything.

On a site Kite hosts, it can also run the new descriptions as an experiment. It splits traffic between the old and new versions of the page, asks for your approval before launch, and asks again before it makes the winning version permanent. That work is covered in Test your pricing and pricing page Coming soon .