Your product already answers a thousand small questions. Most of them are searched every day by people who will never see a demo. We build the pages that turn those searches into accounts, and the loops that keep them compounding.
We reply with a written point of view, not a calendar link.
Where it breaks
The average PLG evaluation starts weeks before a form is filled. Someone searches a job, lands on a feature page built for a sales deck, and bounces because the page never used the words in their head. Three failures explain most of the lost demand.
“Automated revenue reporting” is what you built. “How do I reconcile Stripe payouts with QuickBooks” is what gets typed. Feature pages named internally rank for almost nothing and convert even less.
Buyers search “X vs Y” and “X alternatives” and land on a third-party roundup you do not control. A clear, fair comparison page of your own recovers that click and sets the criteria.
Docs live behind a login or carry a blanket noindex, so the answers your support team writes every day never enter search. The team pays for the same knowledge twice.
Page portfolio
Scale comes from knowing which template carries which intent. Build them in the wrong order and you get a thousand thin pages competing with each other.
| Page type | Search job | Query shape | Primary metric |
|---|---|---|---|
| Feature page | Explain one capability in the buyer's language, with proof and a direct route to try it. | automated payout reconciliation | Signup starts from page |
| Comparison page | Hold the shortlist moment. Honest criteria, real differences, no invented competitor weaknesses. | tool A vs tool B for agencies | Trial activation rate |
| Template and use-case page | Give a finished starting point, then show what the product does with it. | freelance invoice template with tax | Template to account rate |
| Docs and help centre | Answer setup and error questions so current users stay and new ones see depth. | how to connect bank feed api | Support deflection, retention |
One template per intent. When a feature page starts answering comparison queries too, both pages get weaker.
Send two URLs, one feature page and one comparison page. We will reply with the gap we see and the page we would build next.
Metric staircase
Traffic is the top of a staircase, not the result. We define each step in advance, instrument it once, and read the whole staircase each month so a rise in one step that hides a fall in another does not get celebrated.
Stair widths are illustrative. We do not publish projected conversion rates for a product we have not measured.
Catches title and snippet problems early. If impressions climb and clicks do not, the page is being seen and rejected.
Diagnoses the page, not the channel. A comparison page with weak pricing clarity loses here, and no amount of fresh content fixes it.
Usually an onboarding problem, occasionally a promise problem. If search traffic activates worse than paid, the page overpromised.
The slowest step and the one that justifies the budget. Content that supports integrations tends to move it.
Every step is tracked in your own analytics with the same event names we use in the brief. No black-box dashboards.
Build sequence
Five moves. We start with pages that already have demand and existing product proof, because those compound before new libraries do.
Pull search demand by job, compare it with usage data and sales calls, then rank features by searchable intent.
Answer the job in the first screen, add real product proof, and give every page one clear next action.
Fair vs pages and alternative pages, with a criteria table and no invented claims. This is where the shortlist forms.
Fix indexing rules, structure help content by task, and publish template pages from the same component set.
Link activated customers' public output back to use-case pages, then feed the query gap list into next quarter's build.
For teams running both self-serve and sales-assisted motions, this work sits inside a wider B2B SEO Agency programme so the page portfolio does not split between two owners.
Technical layer
Support articles answer real questions with real precision, which is exactly what search rewards. The problem is almost always configuration: a help subdomain with a blanket noindex, a login wall in front of every article, canonical tags pointing at the marketing page, or a search parameter that generates thousands of duplicates.
We fix the crawl layer first, then reorganise by task rather than by product module. A user hunting “why is my import failing” does not care which team owns the importer.
Division of labour
Product pages exist to convert a decision. Content pages exist to create one. When a blog post is asked to sell and a feature page is asked to teach, both underperform and the team concludes that SEO does not work for the product.
Our rule: the feature page owns the noun, the content page owns the question, and the docs own the procedure. Each links to the next with a specific reason to click, not a generic “learn more”.
Writers who can hold that line are rare, which is why the editorial side runs through SEO For SaaS Companies with a shared brief template and one style guide.
Products with a free tier need one extra check: the page must make the limit obvious before signup, or activation absorbs the cost of a broken promise.
Fit
The loop looks similar across products, but the page mix does not. A developer tool lives on docs and integrations. A finance product lives on comparison and trust. The programme is shaped after we see your query data, not before.
If you are earlier than product-market fit, this work is premature and we will say so. The pages need a product that retains people, or the loop leaks at step three no matter how good the content is. When the fit is there but the search layer is not, the pattern below is what most teams end up running.
3.1×
Organic signup starts after rebuilding nine feature pages around job language and adding four comparison pages.
1,240
Docs articles indexed after removing a blanket noindex and fixing canonical tags on the help subdomain.
+41%
Activated accounts from organic, six months after template pages and integration pages launched.
Client-reported figures, paraphrased. Past movement on those accounts is not a forecast for yours.
Engagement
Scope follows the number of page templates, the state of the docs and how much internal linking needs to be rebuilt. We quote after a two-week read, never from a rate card.
Questions
Rebuilt pages on an indexed domain often move within six to ten weeks. New template libraries take a quarter to earn traction. We set the first review at day 60, with the loop metrics already instrumented before publishing.
Yes, read-only. Search data alone cannot tell us where accounts activate, and without that we cannot tell a conversion problem from a traffic problem. If analytics is messy, defining the activation event is part of the first sprint.
Fewer than most teams expect at the start, more than they expect later. We build one template to a high standard, prove it, then scale. Publishing 300 thin pages first is the fastest way to spend a year on nothing.
We have worked across GitBook, ReadMe, Docusaurus and plain CMS help centres. We send specifications and example markup; your engineers keep control of the deploy. No plugin installed on production without your review.
Then the comparison and feature pages need a sales-assisted path as well as a self-serve one, and we tag leads so the two motions can be compared honestly. The page does both jobs if the CTA hierarchy is deliberate.
No. Anyone quoting a conversion rate before seeing your product is selling confidence. We commit to a defined scope, a measurement setup and a review cadence, and we show what actually moved.
1,400+
pages shipped for SaaS and product teams since 2015, across nine languages.
Two of our three leads have sat inside product organisations, which changes the conversation. We argue about activation definitions before we argue about keywords, and we write briefs engineers can implement without a translation layer. If the product is good and the pages are honest, search tends to follow.
