Before They Buy

You grow through word of mouth. Your buyers still Google you before they buy.

THE MYTH Bootstrapped founders tell themselves: "We don't really do marketing. Our customers tell their friends." Word of mouth is real and powerful — but the version in your head (friend gets a DM, friend signs up) isn't what's happening in 2026. The referral is step one. Validation is step two. And step two happens every time. THE DATA * 72% of B2B SaaS buyers start their journey by asking peers in private groups — Slack channels, WhatsApp groups, niche communities. Only 9% start with a Google category search (down from 54% a year earlier). Source: Wynter, 2025, survey of 100 B2B SaaS marketing leaders. * 100% of those buyers visit the vendor website before purchasing. 51% use Google during the process — not to discover, but to validate. One CMO in the survey called Google "a foundational tool that supports all other research. A way to verify claims and fill in knowledge gaps." * 92% of B2B buyers start with a vendor already in mind (Forrester, 2024). 95% of the time, the eventual winner was on the day-one shortlist (6sense, 2025). Word of mouth builds the shortlist. What they find online decides the winner. * Referred customers refer 30–57% more new customers than buyers acquired through any other channel (HBR study, 41M customers, 2024). Every referral you lose to a stale G2 page also loses the next 30 referrals it would have generated. * 100% of dark social clicks (WhatsApp, Slack, Discord shares) show up in Google Analytics as "direct traffic" (Hootsuite attribution test). If your direct traffic is growing, that's word of mouth — and half of those visitors paused to Google you on the way. WHO'S DONE THIS * Groove (Alex Turnbull) — bootstrapped helpdesk SaaS. Word of mouth and press hits got them 100 visitors a day. Turnbull called it "not a sustainable way to grow." Started a blog, hit 1,000+ daily visitors within a few years. The word of mouth didn't go away — it finally had a place to land. * EchoSign (Jason Lemkin) — took three years for viral word of mouth to translate into real cash flow. With a product people loved and shared. Most bootstrappers don't have three years of runway. * Missive — three co-founders, bootstrapped to $6M ARR. Didn't outspend anyone. Wrote one good comparison page, one good alternatives page, kept review listings current. THE THREE EXCUSES (AND WHY THEY DON'T HOLD) * "Word of mouth is our moat — content would water it down." It wouldn't. The referred buyer still Googles you. The only question is whether they find a thoughtful page or a 2023 Reddit thread. * "We're too small to invest in marketing." Groove was three people. Missive was three co-founders. As Lisa Calhoun (Women Who Code) put it: "If you think marketing is too expensive, try how expensive it is to build a company without it." * "Our direct traffic is growing — the channel is healthy." Dark social hides inside direct traffic. You don't know which visitors were referred or which bounced off a stale review listing. You're flying blind on the channel you call your moat. THE FIVE PAGES A WORD-OF-MOUTH BUSINESS NEEDS 1. Homepage — written for a buyer who already knows what your product does. One-line statement of who it's for and what changes after they use it. Confirm the recommendation in five seconds. 2. Branded SERP — Google your company name in incognito. Update G2, Capterra, and review listings until what shows up matches what your customer told their friend. One-hour job most founders never do. 3. One comparison page — against the competitor your buyers mention most often. The page the referred buyer opens in tab two. If you don't write it, your competitor will. 4. An alternatives page — "Best alternatives to [the category leader]." (See episode 007 [/podcast/showing-up-for-alternatives-keywords] for the playbook.) 5. One use-case page — matched to the exact reason your customers refer you. Not the product overview — the specific job. (See episode 006 [/podcast/why-use-case-pages-win].) None of this replaces word of mouth. All of it catches it. ONE THING TO DO THIS WEEK Open an incognito tab. Search your company name. Then search "[your category] software." Look at everything that shows up before your homepage. If a referred buyer landed on those results tonight, would they still sign up tomorrow? If you can't say yes, you don't have a word-of-mouth business. You have a leaky one. SOURCES * Wynter (2025) — Dark social dethrones Google as B2B SaaS buyers' first stop [https://wynter.com/post/dark-social-dethrones-google-as-b2b-saas-buyers-first-stop-in-2025] * Forrester State of Business Buying (2024) * 6sense Buyer Experience Report (2025) * Harvard Business Review — Customer Referrals Are Contagious [https://hbr.org/2024/06/research-customer-referrals-are-contagious] (2024) * Alex Turnbull — Groove blog (first-person account) * Jason Lemkin — SaaStr (EchoSign word-of-mouth timeline)

Your buyer Googles you before they sign up. What do they find?

WHAT BUYERS ACTUALLY SEE BEFORE THEY FIND YOU * Your homepage is rarely the first result when someone searches your brand name * It's usually a G2 listing, a Capterra page with stale pricing, a Reddit thread, then your site * Most founders have only searched their brand while logged in — they've never seen what a stranger sees THE REVIEW SITE CONSOLIDATION NOBODY'S TALKING ABOUT * In October 2025, G2 bought Capterra, Software Advice, and GetApp from Gartner * One company now owns four of the top review site results in every software category * That network reaches 200 million annual buyers across 6 million reviews THE TRUST GAP BETWEEN YOU AND EVERYONE ELSE * G2 2024 buyer behavior report [https://research.g2.com/hubfs/2024-buyer-behavior-report.pdf]: only 9% of buyers trust vendor websites as a reliable source * Forrester Trust Research [https://www.forrester.com/press-newsroom/forrester-the-state-of-business-buying-2024]: peers in industry trusted by 90%+, existing customers 85%, coworkers 82%, vendor sales reps 29% * 6sense 2025 buyer experience report [https://6sense.com/science-of-b2b/buyer-experience-report-2025]: 94% of buying groups rank their shortlist before they ever talk to sales — and the vendor ranked #1 wins 80% of the time * Gartner surveyed 632 B2B buyers [https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-sales-survey-finds-61-percent-of-b2b-buyers-prefer-a-rep-free-buying-experience] (late 2024): 61% prefer a rep-free buying experience * Robert Blaisdell, VP Analyst at Gartner: "Bad prospecting actively damages relationships with potential customers" REDDIT IS NOW A MAJOR PART OF YOUR BRAND SERP * Ross Simmonds has been tracking the Reddit Dark Funnel [https://rosssimmonds.com/blog/reddit-dark-funnel-software/] for software * Reddit shows up in 97.5% of product review queries on Google (Forrester 2025) * 72% of tech decision makers use Reddit when evaluating software (Forrester 2025) * Google signed a $60M deal with Reddit in 2024 — Reddit monthly visits went from 57M to 427M * AI overview appearances: 2,300 in November 2024, 8 million by mid-2025 * r/saas has 336,000+ members; also check DevOps, cybersecurity, sysadmin subreddits THREE OBJECTIONS, ADDRESSED * "Word of mouth handles it" — word of mouth still ends in a Google search. If the SERP contradicts the recommendation, the recommendation loses. * "We don't have time to manage Reddit" — you're reading it, not managing it. Once a month. Reddit marketing tools now scrape threads and surface where to comment. * "G2 reviews are gamed anyway" — 73% of buyers suspect that [https://solutions.trustradius.com/vendor-blog/bridging-the-trust-gap-b2b-tech-buying-in-the-age-of-ai], but the listings still anchor every category SERP. Stale pricing on G2 is a trust signal going the wrong direction. COMPANIES AND SOURCES MENTIONED * G2, Capterra, Software Advice, GetApp (all now one company) * Ross Simmonds — Reddit Dark Funnel research * 6sense — 2025 Buyer Experience Report (Corporate Visions summary [https://corporatevisions.com/blog/b2b-buying-behavior-statistics-trends/]) * Gartner — 632 B2B buyer survey, late 2024 * Forrester — Trust Research + 2025 Reddit/tech decision maker data * Wynter / Peep Laja — B2B buying survey * Reddit, Perplexity * TrustRadius — fake review trust gap research * Martech — review site consolidation analysis ONE THING TO DO THIS WEEK Open an incognito tab (use a VPN set to a US server if you're outside the US) and Google your company name. Write down every URL in the results that isn't yours. Then check your G2 and Capterra profiles — fix any pricing or feature information that's wrong. That's it. Start there.

What should you build first if you have zero marketing budget?

WHY BUILD ORDER MATTERS * Only 1.74% of new pages ever reach Google's top 10 within a year (Ahrefs study of 1M+ pages [https://ahrefs.com/blog/search-traffic-study/]) * The average page ranking #1 is around five years old * Build the wrong page first and you wait months for results that don't convert 1. COMPARISON PAGES — START HERE * 8.43% conversion rate (Grow & Convert, 95 articles [https://www.growandconvert.com/conversion-rate-optimization/average-seo-conversion-rate/]) * Comparison and alternative keywords ranked in days, not months — one page hit position 1 in three days in Grow & Convert's 17-client study * Circuit (delivery route tool): six comparison pages, all ranked top 5, one hit position 1 in three days, 149 organic signups total, one page converted at 4.5% * Signaturely (e-signatures): ranked #1 for "DocuSign vs Adobe Sign" (2,900 searches/month), captured the featured snippet, 30,000 sign-ups in 12 months from that one page * If nobody searches your brand yet: use the piggyback strategy — write the comparison between your two biggest competitors, rank for their search term, put yourself in the conversation as a third option (episode 003 covers this in detail [/podcast/comparison-pages-that-work]) 2. ALTERNATIVES PAGES * Same high-intent family as comparison pages — buyer has already rejected one option and wants replacements (episode 007 walks through the format [/podcast/showing-up-for-alternatives-keywords]) * Alternatives keywords drive the 8.43% average — intent is sharper than "vs" searches * Format: "[Competitor] alternatives" as a listicle where you position yourself among the options 3. USE CASE PAGES * Convert at 2.77% — lower than comparison, but shorter sales cycle (full breakdown in episode 006 [/podcast/why-use-case-pages-win]) * Josiah Roach built use case pages by persona and cut average sales cycle from 21 days to 9 * Requires more thinking than comparison pages — check what that customer segment actually wants before you build 4. GLOSSARY PAGES * Top of funnel — catches buyers while they're learning the language of your category (episode 004 has the structure [/podcast/glossary-pages-that-convert]) * Builds topical authority and gives you internal linking targets for your BOFU pages * Go specific, not generic — competing on broad terms puts you against everyone 5. FREE TOOLS — HIGHEST CEILING, MOST WORK * Signaturely's free signature maker [https://signaturely.com/online-signature/]: 180,000 visitors/month + 3,000 backlinks from 400+ sites (episode 005 has the playbook [/podcast/turn-a-free-tool-into-your-best-salesperson]) * Those backlinks boost domain authority, which helps comparison pages rank higher — a compounding loop * AI makes this more viable now; a calculator or grader doesn't take weeks to build anymore THE NUMBERS THAT SETTLE THE DEBATE * Tim Hansen, CMO at Pentren: clients who built comparison content first got 40% fewer visitors but 3x more revenue within 60 days * Geekbot: 22 BOFU articles drove 77% of conversions from just 12% of total traffic; their ToFu articles got 7x more visitors but far fewer sign-ups (Geekbot case study from Grow & Convert [https://www.growandconvert.com/content-marketing/scaling-content/]) COMPANIES AND STUDIES MENTIONED * Ahrefs (1M+ page ranking study) * Grow & Convert (17-client study, 95-article conversion data) * Circuit (delivery route optimization) * Signaturely (e-signatures) * Geekbot * Tim Hansen, CMO at Pentren RELATED EPISODES * Episode 001 — Your competitor has a comparison page. You don't. [/podcast/competitor-comparison-page] * Episode 002 — Which competitors to compare yourself to [/podcast/which-competitors-to-compare] ONE THING TO DO THIS WEEK Open a blank doc right now. Write your top competitor's name at the top. List what buyers need to know when comparing them to you — be honest about what they do well. Then write specifically why you're different and who each tool is best for. That's your comparison page. Publish it today. It could rank within a week.

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

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 [https://www.growandconvert.com/content-marketing/scaling-content/]: 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 [https://signaturely.com/online-signature/]: 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 [https://regpaq.com/servicetitan-seo-case-study] on building 9 product tour pages + 4 industry pages in three quarters, linked from the homepage. servicetitan.com/tools [https://www.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 [https://www.superpath.co/blog/episode-48-authority-plug-lashay-lewis-on-building-a-bofu-content-strategy]. 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.

Your pricing page is losing you customers

WHY YOUR PRICING PAGE MATTERS MORE THAN YOU THINK * Visitors on your pricing page already know what your product does. They came back to check the price. They're the most motivated people on your site. * Less than 10% of SaaS companies regularly test their pricing page. * McKinsey: a 1% improvement in pricing optimization leads to an 11% increase in profits [https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-power-of-pricing] — not revenue, profits. * Customer acquisition costs are up over 60% in the last five years. Sending that traffic to an untouched pricing page wastes the spend. WHAT ACTUALLY MOVES CONVERSIONS Copy * Going changed "sign up for free" to "trial for free" → 104% more trial starts. "Sign up" implies commitment. "Trial" implies temporary. Same free tier, different framing. Billing model * Slack added "fair billing" — you only pay for active users. Conversions up 30%. It removed the biggest objection before buyers raised it. Friction * Intercom removed mandatory form fields. Conversions up 32%. Lead quality stayed the same. The friction wasn't protecting anything. Mobile layout * DocuSign's pricing page worked on desktop. On mobile, comparison tables required sideways scrolling and buttons were too small. They rebuilt it with swipeable tables and touch-friendly buttons. Mobile conversions up 59%. A human face * 37 Signals added a customer photo (not a testimonial, just a photo) to the Highrise signup page. Signups up 102.5%. A longer page with the same photo only lifted 22.7% — concise beat comprehensive. Price presentation * RecurPost: $29.99 converted 8.4% better than $30 over one month. * Strategic Pete: $49 converted 14% better than $47. $47 felt like a discount bin price. * Highlighting a recommended plan reduces decision fatigue. Three identical columns make buyers work harder. One highlighted column gives them a starting point. Lift: up to 35%. Hidden fees * 81% of users say unexpected fees are the main reason they abandon a purchase. If the checkout price doesn't match the pricing page, trust is broken at the worst moment. COMPANIES AND SOURCES MENTIONED * Going (formerly Scott's Cheap Flights) — Unbounce case study on the "Trial for free" test [https://unbounce.com/conversion-rate-optimization/going-ab-testing-case-study/], 104% lift in trial starts * Slack — fair billing policy, Monetizely breakdown of Slack's bottom-up pricing strategy [https://www.getmonetizely.com/articles/plg-monetization-case-study-lessons-from-slacks-bottom-up-pricing-strategy] * Intercom — removed mandatory fields, 32% lift * DocuSign — mobile redesign, 59% lift * 37 Signals (Highrise) — Signal v. Noise write-up of the customer photo A/B test [https://signalvnoise.com/posts/2991-behind-the-scenes-ab-testing-part-3-final], 102.5% lift * RecurPost (Dinesh Agarwal) — $29.99 vs $30, 8.4% lift * Strategic Pete (Peter Lewis) — Featured.com Q&A on the $47 vs $49 test [https://featured.com/questions/psychological-pricing-impacted-small-business-sales], 14% lift * BaseKit — full pricing page redesign, 25% lift in trial signups * McKinsey — The Power of Pricing [https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-power-of-pricing] — 1% pricing improvement drives 11% profit lift FOUR THINGS TO CHECK RIGHT NOW 1. Can a visitor pick a plan in five seconds? If the tiers all look identical, highlight one. 2. Pull up your pricing page on your phone. Can you read the table? Can you tap the button without zooming? 3. Is the price on the page the price at checkout? No "starting at," no surprise fees. 4. Is there a human face anywhere on the page? A customer who chose this plan. A quote from someone who switched. Anyone. ONE THING TO DO THIS WEEK Open your pricing page and run through those four checks. Fix the worst one. That's it — one change this week. Start with whichever one takes the least effort. Changing "sign up" to "trial" takes two minutes.