Make the list. Everything a stranger encounters while deciding whether you're real: homepage, pricing, docs, trust or security page, changelog, case studies, careers page, your last three months of public writing, the product's free tier or demo.
Score each one cheap or costly. Be honest. Claims are cheap. Artifacts are costly.
Find the missing ones. For SaaS, the usual gaps are a real trust page, clear pricing (or a clear reason there isn't any), and documentation that goes deeper than the happy path. Their absence gets read as a signal too.
Fix the pitch deck for the clock. DocSend's data says investors average three minutes forty-four seconds on a seed deck, and only 58% get viewed to completion. Everything load-bearing goes in the first half, and every slide has to earn the next one.
Then pick one costly signal and overbuild it. Not all of them, you don't have time. One. Usually documentation or one exceptional case study. Depth in one place reads as competence everywhere.
