Choosing a marketing agency for a SaaS company
What to ask a marketing agency before hiring them for a SaaS company, and why understanding activation and retention matters more than campaign creativity.
4 min read
A buyer rarely searches a SaaS product's name before they have heard of it. They search the problem: 'how to automate invoice reminders' or 'best tool for team scheduling'. SEO that only targets the product name misses the entire stage of the buyer's journey where the decision actually gets made.
Target the problem, then introduce the product
A page built around the problem — written to genuinely help, not just to sell — can rank for the searches happening before a buyer knows your category exists. The product is then introduced as a natural next step, not the entire premise of the page.
- One page per core use case, in the buyer's own language, not internal product terminology.
- Comparison pages against your real competitors and against 'doing it manually' or in a spreadsheet.
- Integration pages for every tool you connect with, since 'X and Y integration' is a common, high-intent search.
Comparison pages need to be genuinely fair
A comparison page that obviously stacks every category in your own favour reads as untrustworthy and converts worse than one that acknowledges where a competitor is genuinely a better fit for certain use cases. Buyers researching a comparison have usually already read the competitor's own page and can tell when yours is dishonest.
The searches that happen before a buyer knows your product's name are exactly the searches most SaaS SEO strategies ignore.
Technical SEO specific to SaaS
A marketing site built on a different subdomain or platform from the product app needs its own technical SEO attention — sitemap, page speed, canonical tags — since these are often neglected once engineering resources focus on the product itself.
The takeaway
Build comparison pages against your real alternatives, including 'do nothing' and spreadsheets — buyers search these before they search your product name.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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