Before They Buy cover

Before They Buy

What happens before someone signs up for your SaaS — and the pages that make it happen.

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  1. #009 page brief
    You need 5 pages. Here's what they are.
    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.
  2. #008 page brief
    Your pricing page is losing you customers
    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.
  3. #007 myth buster
    People are searching "[your category] alternatives" right now. Are you showing up?
    Every month, thousands of people type "[your competitor] alternatives" into Google. They've already decided to leave — they just need somewhere to go. This episode covers what the pages that capture those buyers actually look like, and why a company with one marketer used them to hit 100k organic visits a month.
  4. #006 page brief
    Why "for marketing agencies" outranks your features page
    Your Features page lists what your product does. "Jira for agile project management" answers whether it works for a specific buyer — and that's the page Google serves. This episode covers how Dynamic Mockups went from 67 to 2,100 signups a month by building use-case pages, and the exact template you can use to build three of your own this week.
  5. #005 page brief
    Turn a free tool into your best salesperson
    A free calculator on your site can do more selling than a landing page ever will. Deian breaks down why someone who uses your ROI tool is already halfway to buying — and how to build one that generates warm leads without a sales team.
  6. #004 myth buster
    Most SaaS glossaries are dead pages. Here's what a useful one looks like.
    If your glossary pages rank but don't convert, they're not an asset — they're a liability that's about to get worse. Deian breaks down why most glossaries fail, what AI overviews are doing to informational traffic, and what Personio's 540-page HR Lexicon does that yours probably doesn't.
  7. #003 page brief
    Most comparison pages don't get you customers. Here's what the good ones do differently.
    You built the comparison page, it's ranking, and nobody's signing up. Deian walks through four things the pages that actually convert do differently — with real examples from Teamwork, Chili Piper, Heap, and others. GetUplift ran the experiment. The numbers are clear.
  8. #002 page brief
    Which competitors should you compare yourself to? (It's not all of them.)
    Most founders see 47 competitors on G2 and think they need 47 comparison pages. You need 3 to 5. This episode is a four-filter test for picking which competitors are actually worth building a page for.
  9. #001 myth buster
    Your competitor has a page comparing themselves to you. You don't.
    Someone is searching "[your product] vs [competitor]" right now. If you haven't built a page for that search, your competitor has — and they're writing the story your buyer reads. Deian walks through the actual conversion data on comparison pages and exactly what needs to go on one.