Before They Buy

You need 5 pages. Here's what they are.

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The five pages
  • Comparison page — is this better than what I have?
  • Alternatives page — what else is out there? (buyer already decided to leave a competitor)
  • Use case page — does this work for my situation? (e.g. "for marketing agencies")
  • Free tool / calculator — how much would this cost me?
  • Glossary — what is this? (e.g. "what is client portal software for marketing agencies")
    • Why one page isn't enough

    A buyer runs five different searches before deciding. If you built one page, you showed up once. Your competitor who built all five showed up every time.

    The numbers
    • Grow and Convert tracked 95 articles across SaaS clients — comparison and alternatives keywords converted at over 8%
    • Geekbot case study from Grow and Convert: 64 articles tracked over two years, 22 of them drove 77% of conversions — that's 12% of the total articles
    • Signaturely's free signature maker: 3,000 backlinks from 400+ domains
    • Hansen's B2B SaaS client: traffic dropped from 50k to 45k visitors, revenue quadrupled in three months
      • Companies and people mentioned
      • Service Titan — Reggie Paquette's case study on building 9 product tour pages + 4 industry pages in three quarters, linked from the homepage. servicetitan.com/tools has dozens of free calculators (HVAC load, duct sizing, labor rate, profit margin) plus a glossary hub and competitor comparisons.
      • Tim Henson (CMO, Pen Friend) — one client spent £100k on content from three agencies, traffic spiked to 200k/month then crashed. His line: the bank doesn't care about traffic, it cares about deposits.
      • Lashay Lewis — runs an agency, delivered a 600% conversion rate lift for a SaaS client using the same BOFU-first playbook. Her framework (Bofu Radar) maps directly onto the same five pages. Superpath interview on her Authority Plug BOFU playbook.
        • The internal link structure

        Link the comparison page to the alternatives page. Link the glossary to the use case page, and the use case page back to the comparison. Build the glossary so it can link out to related alternatives pages, comparison pages, and your free tool — in the sidebar or at the bottom.

        One thing to do this week

        Pick your number one competitor. Build a comparison page and an alternatives page. Then pick the customer segment your sales team closes fastest and write one use case page for that segment. Write the glossary entry for the core term in your category and find the related terms. Link all four together. That's a week's work with AI, and it catches buyers at every stage of their decision.

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        Before They BuyBy Deian Isac