Before They Buy

72% of B2B SaaS buyers now start their journey by asking peers in private groups instead of Googling a category — but 100% still visit the vendor website before they buy (Wynter, 2025). If you grow through word of mouth, the referral gets you on the shortlist; what your buyer finds when they Google your name decides whether you stay on it. Open an incognito tab right now, search your company name,...

Open an incognito tab and Google your company name right now. What comes back is a G2 listing you haven't touched in years, a Capterra page with wrong pricing, and a Reddit thread calling your onboarding clunky — and that's what your buyer reads before they ever hit your homepage. This episode covers the data on what actually happens before someone fills out a form, and five things you can do this...

You have five page types to build, but zero time and zero budget to build all of them at once. This episode gives you the exact order — starting with comparison pages, which rank in days and convert at 8.43% according to Grow & Convert's study of 95 articles. Deian walks through the data behind each page type so you can spend your first afternoon building the one that moves the needle fastest.

Every page type from episodes 1-8 works better as a system than alone. This episode maps the five-page portfolio — comparison, alternatives, use case, glossary, free tool — and shows how to link them so you catch the same buyer across every search they make before deciding.

Going (formerly Scott's Cheap Flights) changed two words on their pricing page — "sign up for free" to "trial for free" — and trial starts went up 104%. This episode goes through six real changes SaaS companies made to their pricing pages and what each one lifted. No redesign required for most of them.

Thousands search competitor alternatives every month. They've decided to leave—they just need somewhere to go. What the pages that win those buyers look like.

Your features page says what you do. Use-case pages say who it's for—and Google ranks them higher. How Dynamic Mockups went from 67 to 2,100 signups a month.

A free calculator on your site can do more selling than a landing page. Why someone who uses your ROI tool is already halfway to buying—and how to build one.

Someone is searching your product vs a competitor right now. If you don't own that page, they do. Conversion data on what makes comparison pages work.

Most founders see 47 competitors on G2 and think they need 47 comparison pages. You need 3 to 5. A four-filter test for picking which ones deserve a page.

Your comparison page ranks but nobody signs up. Four things the pages that convert do differently—with examples from Teamwork, Chili Piper, and Heap.

Glossary pages that rank but don't convert are a liability. Why most glossaries fail, what AI overviews change, and what Personio's HR Lexicon does right.