Before They Buy

Why "for marketing agencies" outranks your features page

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Why your Features page doesn't rank
  • It speaks to everyone, so Google doesn't know who to serve it to
  • Someone searching "project management for marketing agencies" doesn't know your product yet — they're looking for something that fits their situation
  • Your Features page doesn't mention their problems, so it doesn't show up
    • What a use-case page does differently
    • Opens with that segment's specific pain point
    • Highlights the features that segment actually cares about
    • Includes social proof from people in that segment — not generic quotes
    • Answers: "does this tool work for someone like me?" — a different question than "what does this product do?"
      • How to build one (the template)
      • Title: [Product] for [Segment]
      • Segment-specific pain point up top
      • Three features that segment cares about
      • One testimonial from a customer in that segment
      • CTA
      • Hub and spoke: category pages (for marketers, for e-commerce) link down to child pages; child pages link back
        • Companies mentioned
        • Atlassian — Jira for Agile Project Management, Jira for Requirements Management, Jira for Incident Management. Each page has segment-specific testimonials, not generic ones.
        • Dynamic Mockups — AI image generator, small team. Built use-case pages for e-commerce (7,000 monthly searches), designers, and marketers. Went from 67 to 2,100 signups/month in 10 months. Conversion rate doubled from 10.4% to 25%. Started outranking Canva on specific queries. Full case study published by agency Omnius.
        • Calendly — 6,000+ indexed pages including integration pages (Calendly for Zoom) and use-case pages (scheduling for sales teams). Salesforce integration page alone: ~500 visits/month. Total: over 1 million organic visitors.
        • Wise — ~12,000 landing pages covering Swift codes, currency converters, routing numbers. Built a custom CMS called Lienzo to generate them at scale. 6 million+ organic visits/month. Fabrizio Ballarini, who runs Organic Growth at Wise: "The more content you feed to Googlebot, the more it gets addicted to crawling, indexing, and serving your site."
        • Zapier — ~50,000 pages
          • One thing to do this week

          List your three best customer segments — not the biggest markets, the ones where you win most often. For each one, search [your product category] for [segment] in Google. If nobody owns that result, that's your first use-case page. Build the template once, clone it for the other two segments. Three pages, not 12,000.

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          Before They BuyBy Deian Isac