Content Types for the Decision Stage of Your SaaS Buyer’s Journey

Written by: Metodi Rizov
Jun / 27 / 2023

Navigating your SaaS buyer’s journey has never been more essential since it’s crucial for not losing many ideal buyers. The best way to do this is via the most effective and suitable content type.


Because the goal isn’t to write content that addresses mass audiences and doesn’t really target anyone. The ultimate goal is to create content that targets precisely your target audience in the stage they are at the moment. Today, we’ll address the decision stage and show you which content types are necessary to navigate your potential buyers to make a purchase.

Before we begin, let’s see what the decision stage is.

What is the Decision Stage in the SaaS Buyer’s Journey?

The decision stage is where qualified leads determine to buy your SaaS services. The potential buyers in this stage already know their problems and possible solutions, so they are about to make the final decision and purchase.

They’ve considered all the options in the consideration stage and now seek information on why your SaaS brand is the perfect fit for their issues and needs. These potential buyers are most qualified since they deeply understand their problems and needs, are informed about possible solutions, and have a deep grasp of all available SaaS options.

Since we defined the decision stage in the SaaS buyer’s journey, let’s move on to the content types.

Content Types for the Decision Stage

SaaS SEO is crucial for the decision stage because it’s the perfect stage to highlight the advantages of your SaaS services. Many companies make the mistake of targeting web pages and decision-stage ads to potential buyers who aren’t yet in this stage, which you must avoid.

The following content types are perfect for the decision stage to trigger potential buyers to make the final step and purchase.

Comparison Pages

One of the most effective SaaS SEO ways to convince the potential buyer in the decision stage to finally make a purchase is through comparison pages. The reason is that they are dedicated website pages that compare your SaaS services to the competitors and show them why your solution is much better.

In addition, you can also use comparison pages to showcase various packages and plans that are all from your SaaS company to show the prospective buyers which of your options is the best fit for their problems and needs.

For instance, you can compare your SaaS services vs. your competitor’s SaaS services and indicate why the potential buyer should choose you over the other option. Also, you can compare two of your SaaS services to help the potential buyer decide which option is better for their company.

Product Pages

Product pages contain essential information about your SaaS services in which your potential buyers are interested, including pricing, description, images, specifications, FAQS, etc.

A product page is highly important for potential buyers in the decision stage since it perfectly showcases every angle of your SaaS services and gives them all the necessary information they desperately need, ultimately triggering them to make the final step and purchase.

You must include each essential detail of the SaaS service, even if some feature doesn’t seem necessary. Don’t underestimate the power of every piece of information since any information that can make the prospect purchase is crucial.

In simple terms, the best way to ensure that your product pages are effective is to include the following information:

  • How your SaaS service works
  • How it was produced or created
  • Best practices for using your SaaS service

Case Study Page

A case study page is also essential since it represents a method used to make your potential buyers gain a much better understanding of your SaaS processes. Through the case study page, you will deliver in-depth research into a given subject to provide an understanding of its successes and functionalities for the prospective customer.

Furthermore, they will get a clear picture of the effectiveness of a particular SaaS service or tool, and it shows the measurable outcomes of your SaaS offer, which is crucial for the decision stage since they want to see precise results. 

Exact numbers and measurable results from your work with previous customers are essential for convincing potential buyers in the decision stage since they’ll see the actual results other buyers get from using your SaaS services. In addition, it’s also excellent for your SaaS SEO because Google will realize you are a valuable source of information and a trustworthy SaaS company.

‘’Alternatives to’’ Page

An “alternatives to” page is similar to a comparison page; however, there’s a slight difference that’s crucial.

If on the comparison page, you are comparing your company vs. competitors or two different of your SaaS services, on the “alternatives to” page, you are providing the potential buyer with alternative SaaS options to one famous option. 

For instance, let’s say you are selling a project management tool such as Asana, and ClickUp is at the top of the industry. The goal is to make a list of “Alternatives to ClickUp,” in which you will subtly list Asana as the best alternative because it’s your SaaS product.

However, it’s valuable not to be too promotional or aggressive since a potential buyer that’s in the decision stage knows a lot and can’t be fooled with simple marketing tricks.

Use Case Page

A use case is a written description of how potential buyers if they purchase your SaaS product, will perform tasks on your site. The use case outlines the system’s behavior from the user’s viewpoint as it responds to a particular request.

Also, it can be a usage scenario for a SaaS piece, often used to suggest situations where the software piece may be helpful for them to see the practical usage of your service or product. In essence, it’s a methodology used in system analysis to identify, clarify and organize various system requirements. 

Let’s give you a very simple example; for instance, imagine you are a cook whose goal is to prepare mussels in tomato and wine broth, a complex recipe. The use case needs to describe through a series of written steps how the cook would prepare that recipe.

Free Consultation and Free Trials

A free consultation can be a one-on-one meeting, conversation, or interview given for free to share one’s thoughts and discuss possible opportunities for collaboration. 

Free trials are a chance to gather feedback from potential buyers regarding a new SaaS service you have on the global market. By offering a free trial sample, your potential buyers and even current ones can test and evaluate the offer, provide their input, and better understand its usage. Your potential buyers can explore your new SaaS service or product without any risk involved.

Both a free consultation and a free trial can be highly beneficial since it’s free and provide a chance to interact with the potential buyer in the decision stage to finally make a purchase since they see the actual value. 

There you have it, the best and most suitable content types for the decision stage in your SaaS buyer’s journey. 

It’s beneficial to use all or at least most of these content types to address every aspect of your potential buyer’s journey at the decision stage while nurturing and navigating SaaS buyers toward making a purchase!

About the Author

Picture of Metodi Rizov

Metodi Rizov

Metodi brings freshness to our content team. He writes articles and blog posts for your SEO needs. He delivers well-researched and intriguing texts that attract the reader’s attention and keep them hungry for more, which helps you increase your organic traffic.