If you have a Digital Marketing Agency, you have to personalize your selling strategies. SaaS companies are a lucrative market, so you’ll have to find out what makes them tick.
In our previous article, we shared how we increased inbeat.co (SaaS) traffic from 500 to 70,000+ per month. Everything started with an audit. So read this guide to determine why SaaS SEO audits are different and how to sell SEO audits to SaaS companies. Besides, we’ll discuss what key metrics to include and the best strategies to hook more SaaS clients.
SEO audits are different for SaaS than for e-commerce brands, for instance, because SaaS companies are unique. You already know that SaaS brands retail their software subscription services through websites, just like e-commerce companies.
However, SaaS businesses need recurring payments, aka subscription plans. Thus, they need more commitment and user engagement.
To achieve these goals, SaaS companies produce awesome content, including videos and actionable blog posts. The longer people spend on their websites or reading their blogs, the higher the conversion rate.
That’s why a SaaS company audit should focus on analyzing conversions and user engagement metrics.
By comparison, e-commerce is more transactional. So, these websites don’t focus on producing original, funny, and highly actionable content. Instead, they need to optimize for technical SEO, image search, or video search.
As a result, your packages will feature different services which don’t cost the same. That means you will have to personalize your selling strategies, too, according to your client.
Some agencies boast free SEO audits. That’s not necessarily wrong.
You can provide this service for free if the client buys from you other services. For example, you can offer SEO audits as a bonus, along with content optimization and link building.
Now’s the point where you furrow your eyebrows.
Just like you, we’ve seen plenty of agencies boasting free or dirt-cheap SEO to SaaS companies – and other companies too – no strings attached.
But here’s the catch:
Agencies who are doing that are probably using very standard tools and doing extremely basic SEO. Techy SaaS founders can do that themselves with a very mild learning curve. All they need is the right tools.
Of course, free standard audits are an excellent hook. A low-grade SEO audit costs very little, and you can give your client a taste of your services.
If they like what you’re doing, they can opt for the premium stuff.
Just remember this:
Nothing good is free, especially if you want in-depth actionable audits.
Thus, charging a premium price for your audit service is the right solution if you want your company to expand. This fee shows your clients that you’re using premium tools and doing a fantastic job.
What does a fantastic job mean?
Well, it means hiring the best people and nitpicking a particular website thoroughly. That means building a reliable action plan with key performance indicators and using premium auditing tools such as:
These tools cost around $500/ month, plus you’re also charging for your time.
Depending on the website’s size, a standard audit requires at least three hours of your time.
But it may take up to 16 hours if you’re also assessing page speed and page optimization, which includes:
Remember: SaaS founders are tech people, so they understand that this industry isn’t cheap.
That’s your best way in. Now, let’s see what to include in your audit:
Except for traditional metrics like technical SEO, on-page, off-page, you should include the following for SaaS websites:
Let’s detail these a bit:
User engagement metrics assess how people engage with the SaaS Company’s website. The most significant variables include:
Remember: Google values user engagement metrics the most because these mean a stellar user experience on that website.
Conversions audits assess whether a SaaS website sells or not. Therefore, you should explain to your clients that they need to optimize their conversion rates to become (more) profitable.
Thus, the key performance indicators to consider here are:
Internal linking needs to work correctly because it helps create more engagement on a SaaS company’s website. If you remember, SaaS brands need this engagement to hone in more sales.
That means you’ll have to check:
Tools like SiteBulb are a reliable place to start, but remember that their free version is relatively basic.
Heatmap audits are part of risk assessments. These visual tools will help you to define and organize the threats and opportunities. Thus, your clients will be able to understand these things quickly. Together, you can build an action plan effortlessly starting from this heatmap.
You’ll assign different colors from green (low-risk) to red (very high-risk) to show your clients the impact and likelihood of a particular problem.
You can read more about that here.
SaaS companies are initiators of this innovative subscription-based business model where they charge people for using their software. Of course, customers pay for premium features like support.
Explaining how you work to SaaS founders should be easy:
But first, consider the prices. Use your intake process; the prices depend on how many indexed pages there are on a client’s website. Here are some fees you can use as a guide for your offers:
Of course, you can personalize your offers with additional packages, such as on-page and keyword packages.
Every time somebody messages you, explain to them why initial audits are essential.
Make sure to touch these points:
Next, include a link to your website. The clients should be directed to your sell page, where they can choose the right package and book a time.
That’s it. Happy auditing or contact us to help!