Industries · Long sales cycles
SEO and content for SaaS companies whose buyers compare before they book a demo
Software buyers read alternatives pages, pricing explainers and use cases long before a sales call. We build those first, then the guides that bring the next cohort, and report demo requests by page rather than visits.
Nearest case study: UPay, a fintech: a fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
The three things content for a software company has to get right
In the order buyers meet them.
Own the comparison terms
“X vs Y” and “X alternatives” pages for every competitor a prospect names, honest about where each wins.
Answer the job, not the feature
Use-case pages for each job people hire the product for, written from customer interviews rather than the feature list.
Connect content to pipeline
UTM and CRM events from month one so the report shows demos and pipeline by page.
Pages and content we produce for software companies
- Alternatives and comparison pages
One per competitor, with a real feature table and pricing.
- Use-case pages
One per job, with a customer story and a screenshot.
- Integration pages
A page per integration, which rank for “X + Y” terms almost alone.
- Guides
Problem-stage pieces for the terms with volume.
- Templates and tools
Free templates and calculators that earn links and sign-ups.
- Changelog and release posts
Written for search as well as users.
Details that matter in this industry
SaaS search results change fast and are crowded with review sites, so the calendar leans on pages review sites cannot write: honest comparisons from someone who has used both products, use cases from customer interviews, and integration pages with real setup steps.
Reporting connects to the CRM. Growth and Scale reports show demo requests and pipeline value by page where HubSpot or Salesforce allow it, which is the only number a SaaS marketing lead is judged on.
What content and SEO for a software company costs
The retainer that usually fits is Growth, which runs $3,000 to $5,000 a month for clients invoiced in dollars. Where you land inside that depends on how much has to be written each month, whether links are part of it and how much technical work the site needs first; the pricing page sets out all five. Nigerian clients are priced in naira on a separate local list, not a conversion, and we give you that list on the call. A standalone audit and a content strategy are also sold as fixed projects, each credited against a retainer started within 60 days.
| Retainer | Price | Minimum Terms | Includes |
|---|---|---|---|
|
Growth |
$3,000 to $5,000 a month |
Three-month minimum, then month to month |
8 articles a month, plus refreshes; 6 to 8 links a month from outreach |
Questions software companies ask
Yes. Prospects search for those terms whether or not you have a page, and the page they find is otherwise a review site or the competitor.
Decision pages usually rank within six to ten weeks and bring demos from the first month they rank. Guides take longer and feed the next quarter.
Yes. The pages change: sign-up pages for use-case terms, templates and tools that create accounts, and onboarding content that ranks.
What to have ready for the first call
None of it has to be perfect; rough notes are enough to start, and the research in the first two weeks fills the gaps.
- Search Console and Analytics access, or an invitation to set them up.
- The competitors you lose to and the ones you beat.
- Three customers and one lost deal willing to talk for 30 minutes.
- Sales call notes, or the five questions every prospect asks.
Recommended retainer
Growth
Eight pieces a month with the decision pages first, link building for the category terms, and pipeline by page from your CRM.
Related industries
B2B services
Decision-stage pages and case studies for long purchases.
Finance and fintech
Product pages, guides and compliance-checked copy that ranks.
Crypto and Web3
Exchange, coin and how-to content in a market that changes weekly.
Similar work
UPay
A fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
UEEx
A crypto exchange that ranked 99th for its own name now ranks second, with 2,500 organic visits and 4,000 backlinks.
All retainers
Foundation
$1,500 to $2,500 a month
Four articles a month on a fixed keyword map, technical fixes first. For a site that is not yet ranking for its own name.
Growth
$3,000 to $5,000 a month
Eight articles, link building and landing pages every month. The retainer we recommend for a site that has to rank for new terms, and the closest fit to the UPay and UEEx work.
Scale
$6,000 to $9,000 a month
Sixteen pieces a month, digital PR and a second market. For teams that already rank and want to hold the category.
Case studies
What happened, month by month, with the numbers and their sources
Four clients, four situations: two app-based sites Google could not read, an estate agency in a crowded market, and a review site that needed refreshing rather than rewriting
UPay
A fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
- Technical SEO
- Vue rendering
- Keyword research
10 to 3,000
organic visits a month, in five months
99 to 1
rank for “UPay”
UEEx
A crypto exchange that ranked 99th for its own name now ranks second, with 2,500 organic visits and 4,000 backlinks.
- Cloudflare Workers
- Content
- Link building
3 to 2,500
organic visits a month, in four months
99 to 2
rank for “UEEx”
Propsult Realty
A Lagos estate agency gained 150 per cent more organic traffic and 60 per cent more qualified leads.
- Local SEO
- Neighbourhood pages
- Content
150%
more organic traffic, to 2,500 visits a month
60%
more qualified leads
How it goes
First call to first report
Three stages, the same in every industry. Only the pages and the terms change.
01
Weeks 1 to 2
Discovery and strategy
A 30-minute call, then two weeks of research: your audience, the buying stages, competitors, and a keyword map of the terms worth ranking for. You approve the calendar before anything is written.
02
Month 1 onward
Execution
Technical fixes ship first, then the articles, pages and links on the calendar. You see every piece before it goes live, and the dashboard fills in from the first week.
03
Every Month
Measure and improve
A one-page report on the first business day of every month, with a call. What worked gets more of the budget; what did not gets dropped, in writing.
Content your buyers will find, and trust Book a call.
We will show you the closest case study and propose the retainer that fits, with the goal and the month in writing.