Insights, Marketing

B2B SaaS marketing made easy: Optimising your website for inbound success

As a B2B SaaS marketer or business owner, you know that a solid marketing strategy is key to attracting leads, driving growth, and increasing revenue.

But with so many digital marketing tactics out there and advice articles to trawl through, it can be tricky to decide where to focus your marketing and sales efforts first.

93% of B2B buyers begin their buying process using search engines. That’s why optimising your website for inbound marketing is essential to attract, engage, and convert potential customers.

But what is the best way to optimise your website to get the results you want from your inbound SaaS marketing strategy?

In this blog, our SaaS marketing experts discuss how to optimise your website using inbound methodologies like SEO, content marketing, powerful marketing tools, and much more.

Let’s get into it!

What is inbound B2B SaaS marketing?

B2B SaaS marketing refers to the process of promoting software as a service to other businesses.

Unlike B2C marketing, which targets individual consumers, B2B SaaS marketing focuses on a sales team building relationships with businesses to generate leads and increase revenue. 

B2B SaaS marketing strategies typically involve inbound marketing, which is a customer-centric approach that focuses on attracting potential customers through relevant content and engagement.

The foundation of your inbound B2B SaaS marketing strategy 

Inbound marketing is a powerful marketing strategy that aims to attract, engage, and convert potential customers through relevant and useful content. The inbound marketing funnel involves four stages: attract, convert, close, and delight.

Let’s take a look at each stage in more detail, so you can use them to form the foundation of your inbound B2B SaaS marketing strategy.

#1 Attract

In the attract stage of inbound marketing, you must create content that resonates with your target audience.

To do this, you’ll need to first conduct keyword research to find relevant keywords that your target market is searching for.

Use these keywords to create high-quality content, such as blog posts, ebooks, and whitepapers, to promote on your website and across different marketing channels. 

#2 Convert

In the convert stage, you need to create landing pages that capture visitor information, such as name, email address, and phone number, through the likes of a contact form or lead magnet. 

You can use this information to nurture qualified B2B SaaS leads and move them through the sales funnel.

#3 Close

In the close stage of the sales cycle, you can use marketing automation software to streamline your sales process and get more leads over the line. 

Marketing automation software is a powerful marketing tool that allows you to track the behaviour of potential B2B customers and send them personalised emails that are relevant to their interests.

By nurturing your B2B SaaS leads through these emails, you can build a relationship and stay top of mind. This way, when they’re ready to convert, it’s your SaaS brand they’ll think of!

#4 Delight

In the delight stage of B2B SaaS inbound marketing, you must focus on building relationships with your existing customers.

By providing exceptional customer service and support, you can increase customer lifetime value and generate repeat business through word-of-mouth referrals. 

Understanding SEO for SaaS website optimisation

Search engine optimisation (SEO) is the process of optimising your website to rank higher in search engine results pages (SERPs). By optimising your website for SEO, you can attract potential customers who are searching for keywords related to your business.

According to a recent Hubspot report, 69% of marketers invested in SEO in 2021. It’s not difficult to see why.

Search engine optimisation (SEO) is essential for B2B SaaS businesses because it helps improve visibility in search engine results, attract relevant traffic, and generate leads from potential customers.

With effective SEO strategies, you can increase your organic search rankings and create a steady stream of qualified leads, ultimately leading to increased revenue and long-term success!

Three SEO areas to focus on when optimising your website

#1 On-page SEO

On-page SEO involves optimising the content on your website to make it more search-engine friendly.

This includes optimising title tags, meta descriptions, header tags, and content. Use relevant keywords in your content, but don’t overdo it. Google penalises websites that use keywords unnaturally (this is called “keyword stuffing”, and it’s a big no no!)

71% of marketers say using strategic keywords was their number one strategy for SEO, according to Hubspot – so choose your keywords wisely and remember, you’re writing to help other humans, not just to rank. 

#2 Technical SEO

Technical SEO involves optimising your website’s technical aspects, such as website speed, mobile-friendliness, and website structure.

Technical SEO ensures that your website is free from errors, broken links, and slow speed, making it easy for search engines to crawl and index, which improves your search engine rankings.

#3 Google Search Console

Google Search Console is a free tool provided by Google that allows you to monitor your website’s performance in search engine rankings.

You can use this tool to monitor your website’s traffic, see which keywords are driving traffic to your site, and identify technical issues that may be affecting your search engine rankings.

It’s vital you keep an eye on these important metrics and technical aspects when assessing your Google Search Console analytics:

  • Click-through rate (CTR) for your top-performing pages
  • Impressions and clicks for your targeted keywords
  • Number of indexed pages on your website
  • Mobile usability and speed scores
  • Number of backlinks and referring domains
  • Crawl errors and warnings
  • Security issues, such as malware or hacking
  • Rich snippets and featured snippets
  • Top landing pages and exit pages
  • Internal link structure and broken links.

Content Marketing for B2B SaaS inbound marketing

Content marketing is one of the best ways to get more high-quality traffic on your website. In fact, 82% of marketers who blog see positive ROI from doing so!

Content marketing is the process of creating and distributing high-quality content that is relevant and useful to your target audience.

By creating quality (genuinely helpful) content through blogging, email marketing, and more, you can establish your brand as a thought leader in your industry and attract potential B2B SaaS customers.

How to nail your B2B SaaS content marketing strategy

Know your audience

Before creating content, it’s important to know who your target audience is and what their pain points are. Conducting market research and creating buyer personas can help you identify your audience’s needs and preferences.

Focus on helpful content for humans

B2B buyers are looking for content that will help them make informed decisions. Focus on creating content that educates and provides value to your audience – not just what you want to write about or content written solely for SEO purposes.

Create different types of content

Don’t limit yourself to blog posts. Consider creating ebooks, whitepapers, case studies, videos, and infographics. This will help keep your content fresh and interesting!

Use visuals

Visuals can help your content stand out and make it easier to understand. Incorporate images, videos, and infographics to make your content more engaging.

Keep it concise and scannable

B2B buyers are often busy and don’t have time to read long-form content. Make your content easy to scan and digest by using headings, bullet points, and short paragraphs.

Optimise for SEO

Incorporate relevant keywords into your content to improve your search engine rankings. You can use tools like Google Keyword Planner and Ahrefs to find relevant keywords.

Some types of content that B2B SaaS companies can create include:

  • Educational blog posts
  • Whitepapers and ebooks
  • Case studies and success stories
  • Product demos and tutorials
  • Infographics and data visualisations
  • Webinars and podcasts
  • Social media posts and updates

Monitor and optimise your B2B SaaS website regularly

Monitoring and optimising your website is an ongoing process. You need to regularly check your website analytics to see how it’s performing and make adjustments accordingly.

Use tools like Google Search Console to monitor your search engine rankings and identify opportunities for improvement.

Also, make sure you conduct regular keyword research to find new relevant keywords to target and optimise your website content accordingly.

Ready to start generating more inbound B2B leads?

Optimising your website for B2B inbound SaaS marketing is an ongoing process that requires careful planning, execution, and monitoring.

But by leveraging the power of SEO, content marketing, analytics, and more, you can attract, engage, and convert potential B2B leads into satisfied customers. 

Too busy to work on your inbound marketing strategy? Why not let our B2B SaaS marketing experts take over?

With rolling monthly price plans starting from just £3,000 per month, we become your dedicated SaaS marketing and web design partner, taking your online presence to sky-high success with proven content strategies, comprehensive digital marketing, and high-converting websites.

Get in touch with us today to get the ball rolling, or apply for your free marketing strategy call.


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