Every SaaS category has a predictable set of searches buyers make once they are close to choosing. Each one maps to a page type. Most SaaS sites have a few of these pages and are missing the rest, often the ones closest to revenue.
This lesson gives you the list and an order to work through it. The lessons after it cover each page type in turn.
Short on time? Comppound does this work for SaaS companies. AI-native, and a person reviews every page.
Have us do itThe commercial page types
These are the page types that answer late-stage searches.
- Alternatives pages: “[competitor] alternatives”
- Comparison pages: “[you] vs [competitor]” and “[competitor] vs [competitor]”
- Integration pages: “[you] + [tool]”, “[category] that works with [tool]”
- Use-case pages: “[category] for [industry, role or job]”
- Pricing pages: “[you] pricing”, “[category] pricing”
A sensible order
Start where buyers are closest to deciding and the competition is weakest. For most SaaS companies that means alternatives pages for the two or three competitors you meet most, then the matching head-to-head comparisons, then integration pages for the tools your customers use most, then use cases, with pricing improved alongside.
Adjust the order with what you know. If every sales call asks about one integration, that page goes first.
Comppound can do this for you
Want these pages written for you?
Comppound researches, writes and publishes your comparison, alternatives, integration, use-case and pricing pages, checked against competitors on the day. AI-native drafting, and a person reviews every page.
- Gap list of the commercial pages you are missing
- Fair, sourced pages that convert
- Kept current as competitors change
Templates, not copies
Each type benefits from a consistent template, so readers know where to find things and you can produce pages efficiently. But a template filled with swapped names produces thin pages that do not rank and can count as scaled content abuse. Each page needs real, specific information about its subject.
Worked example · an illustration, not a client result
Tallyroom's commercial page gap list
Tallyroom listed every commercial page type it could have, then marked what existed. Most of the gaps were in the two rows closest to a decision.
| Page type | Could have | Has | First to build |
|---|---|---|---|
| Alternatives | 4 competitors | 0 | Timewell alternatives |
| Comparisons | 4 head-to-heads | 0 | Tallyroom vs Timewell |
| Integrations | 6 tools | 1 thin page | Xero |
| Use cases | 5 agency types | 0 | Design agencies |
| Pricing | 1 | 1 | Add plain-English answers |
Do it yourself
Find your gaps
- 1Run your site through the SaaS SEO opportunity audit, or list your pages by type by hand.
- 2For each type, list every page you could have: each competitor, integration and use case.
- 3Mark what exists, and mark thin pages as missing.
- 4Order the gaps by how often each comes up in sales calls.
- 5Commit to the first three pages for this month.
Free tool for this: Keyword traffic potential calculator
Common mistakes
Building a blog first
A blog is useful later. Commercial pages answer the searches closest to revenue and are usually missing.
Mass-producing pages from a template
Hundreds of near-identical pages rarely rank and can be treated as spam. Fewer, specific pages win.
Hiding commercial pages
Pages with no links from navigation, footer or related pages are hard to find for readers and crawlers alike.
Rather not do it yourself?
Want these pages written for you?
Comppound researches, writes and publishes your comparison, alternatives, integration, use-case and pricing pages, checked against competitors on the day. AI-native drafting, and a person reviews every page.
- Gap list of the commercial pages you are missing
- Fair, sourced pages that convert
- Kept current as competitors change
Questions
Yes, if they are accurate and honest. Buyers compare products anyway. A fair page from you is better than leaving the answer to someone else.
One for each competitor, integration and use case your buyers actually ask about. Start with the ones that come up most in sales.
Key terms
- Bottom-of-Funnel ContentContent for buyers who are choosing between products, such as comparisons, alternatives, pricing and integration pages, built to turn searches into customers.
- Alternatives PageA page that answers “[competitor] alternatives” by listing several real options, written for buyers who are leaving or ruling out a product.
- Comparison PageA page that compares two products side by side, written for buyers searching “[product A] vs [product B]” in the last stage of choosing.
- Integration PageA page explaining how a SaaS product connects with another tool, written for buyers searching “[your product] [other tool] integration”.
- Use-Case PageA page showing how a SaaS product solves one specific job for one type of buyer, built to match searches for that job.
- Pricing PageA pricing page lists a product's plans and prices, helping buyers pick the right option. It is often one of a SaaS site's most visited commercial pages.
- Template PagesTemplate pages offer ready-to-use documents, spreadsheets or product setups for a task, attracting searchers who want a starting point instead of instructions.
- Scaled Content AbuseScaled content abuse is producing many pages mainly to manipulate rankings rather than help users, whether by AI, people or templates.
