Nobody searches for features.
SaaS homepages drown in feature language: powerful, seamless, end to end. Buyers search for the problem the product removes, for the job they are trying to do, and for you against the competitor they are also considering. Those are the pages that are usually missing.
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373 products migrated for a Dutch furniture and bedding retailer Off WooCommerce, same domain, search position held. Read the case study ➤Featured case study
373
products migrated
- 822feed offers
- 4.3%conversion rate across all campaigns, Jul to Aug 2026
What usually goes wrong on a SaaS site
The traffic problem and the trial quality problem are usually the same problem wearing two hats.
The homepage describes the product, not the problem
A visitor who does not already know what category you are in has thirty seconds to work it out. Feature language spends all thirty of them.
No comparison pages, so competitors write yours
People search your name against a competitor's. If you have not written that page, a review site or the competitor has, and it will not be flattering.
Trials from people who were never going to buy
Sign up volume looks healthy while conversion to paid does not. Usually the pages that attracted them promised something adjacent to what the product does.
Documentation ranks and marketing does not
Your help centre outranks your product pages because it answers real questions. That is a clue about what the marketing pages should be doing.
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What I would change
Most of SaaS web design is deciding which pages to write. Start with the job the buyer is doing, and the comparison they are already making.
A page per use case
Named for the job, not the feature. People search for how to do a thing, then discover the software that does it, in that order.
Comparison pages you control
You against the alternatives, written honestly, including where the other one is the better choice. Honest comparison pages outperform defensive ones and they age better.
Alternative to pages
High intent, low competition, and the buyer is already halfway to switching. Among the highest converting pages a SaaS site can have.
Pricing that answers the question
If the pricing page needs a call to understand, a share of your buyers leave to look at somebody whose page does not.
Integrations as real pages
Every integration is a search someone is making. A logo grid ranks for nothing; a page per integration ranks for each of them.
Onboarding for the trial you already have
Improving activation for existing signups is often worth more than more signups, and it is usually cheaper to fix.
Rather just ask? One question by email or WhatsApp is fine.
What I will not do
Four habits that waste SaaS marketing budget.
No powerful, seamless, end to end
Feature adjectives describe the product to someone who already knows what it is. The visitor who does not know leaves in thirty seconds.
No ducking the comparison
People are searching you against your competitor right now. The only question is whether the page they find is yours or an affiliate's.
No pricing that needs a call
If the pricing page cannot be understood alone, a share of your buyers leave to look at somebody whose page can.
No chasing signups over activation
More trials from the wrong people makes the dashboard look better and the revenue worse. Fixing activation is usually cheaper and worth more.
A furniture retailer: three storefronts, three ad accounts and a CRM
A Dutch furniture retailer with three brands and a ten to twelve week order cycle, where the online numbers alone made a busy business look like a failing one until the measurement was fixed.
Ready when you are. No form to fill in, and no call required to get started.
Fair questions
We are pre product market fit. Is SEO premature?
Probably yes, and I will say so. Search takes months to pay back and assumes you know who you are selling to. Ads answer that question in weeks; search compounds once you know.
Our category is new. Nobody searches for it.
Then do not write for the category, write for the problem, which people have been searching about for years. Category creation happens on somebody else's search term first.
Should we really write about competitors?
Those searches are happening whether you participate or not. The only question is whether the page they find is yours or an affiliate's.
Can you write technical content?
Yes, from interviews with your team. I have built and run production software, including a Django CRM and the integrations around it, so the conversation is not a translation exercise.
How does this fit with paid acquisition?
They work together. Paid tells you which messages convert in weeks; search makes the winning ones earn traffic without a click charge.
What does it cost?
Published in full. Monthly work from 490 euro, rebuilds from 1,450 euro fixed, and the 15 point check is free.
Other kinds of company I build for
Find out what your site could be doing.
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