Start with the pages closest to a purchase, then widen. Comparison, alternatives, pricing and use-case pages come before general guides.
For a SaaS team with a blank content plan or a pile of unranked ideas. You will finish with five pages in priority order and a reason for each.
A new SaaS blog usually starts with whatever is easiest: a definition of an industry term, a post about a trend, an opinion piece. These are fine pages and poor first pages. They attract readers who are curious, a long way from buying, and they leave the questions that actually decide a purchase unanswered.
The better first move is to publish for the people who are about to choose. They are fewer, but each one is worth far more, and their questions are already sitting in your sales notes.
1Start from the questions buyers ask before they buy
Open your last ten demo or sales-call notes and underline every question about alternatives, price, setup, integrations or fit. Add questions from support tickets that prospects also ask. Write each one exactly as the buyer said it, because that is close to how they will type it into a search box.
Written by the product team
Multi-source data unification for retail analytics.
Said by the buyer
Can this pull our Shopify and Square sales into one report?
The buyer's version is what people search, and it is already a page title.
2Sort the questions by how close they are to a decision
Label each question with where the asker is in the buying process. You are looking for the deciding and comparing questions first.
| Buyer is | Question looks like | Page to build |
|---|---|---|
| Deciding | What does it cost? Does it integrate with X? | Pricing, integration and use-case pages |
| Comparing | How is it different from Y? Alternatives to Y? | Comparison and alternatives pages |
| Learning | How do I reduce churn? | Practical guide, with a link to the product |
| Curious | What is churn? | Glossary entry, later |
3Choose five pages and finish each one properly
Five complete pages beat twenty thin ones. Pages that are not complete tend to sit unindexed or never rank, which is the slow way to learn that depth matters. For each page, write the one-sentence answer before drafting anything. If you cannot, you are not ready to write it.
- Write the question as the title, in the buyer's words
- Write the one-sentence answer that the page opens with
- List what the reader needs to decide: facts, a comparison, an example
- Name the one next step: a trial, a call, a related page
- Draft, then check it against the top results for what they cover that you do not
4Make the pages work as a set
A buyer who reads your comparison will want pricing next. A buyer on pricing will want proof it works for their kind of team. Link the pages the way a reader would move, inside the text where it helps and not in a block at the bottom.
Comparison (vs Rival) -> Pricing, Use-case page
Pricing -> Use-case page, Customer story
Use-case page -> Integration page, Pricing
Integration page -> Setup guide, Pricing
Customer story -> Use-case pageAlso link back from older pages that already get visits. A page that nothing links to is slow to be found and tends to look unimportant to search engines.
Worked example
Slotwarden's first five (illustrative)
Slotwarden is a made-up scheduling tool for clinics. On every demo prospects ask how it differs from a larger rival, whether it syncs with their calendar, and what happens to patient data.
The team skips a planned post on appointment etiquette and publishes, in order: a comparison with the rival, a calendar-sync integration page, a data-handling explainer, a pricing page that explains seats, and a clinic use-case page. Each opens with a direct answer and links to the next. A quarter later sales reports prospects arriving having read the comparison, which shortens the first call.
Before you publish the first one
- The buyer's question is the title
- The first sentence answers it
- Facts are checked and dated
- There is one next step
- It links to two other pages and is linked from one
- You know which number you will check in a month
Say it in 30 seconds
The 30-second version
Start with the pages closest to a purchase: comparisons, alternatives, pricing and integrations. Pull the questions from sales calls, pick five, finish each properly with a clear next step, and link them together. Widen into guides and definitions only once those are live.
Worksheet
First five pages worksheet
The full guide and a worksheet to fill in, as a PDF you can print or share with your team. The worksheet covers:
- Collect ten questions from sales calls, demos and support tickets, in the buyer's own words
- Tag each question: deciding, comparing, learning or curious
- Mark the questions that appear in more than one conversation
- Search each of the top questions and note the type of page that ranks
- and 6 more
One email with the PDF. No list, no follow-ups.
