What we do for software businesses
Search engine optimisation for software companies
SEO for a software business is not about writing blog posts that rank for broad industry terms and attract students and competitors. It is about showing up for searches that signal buying intent: terms like "best [software category] for [industry]", "[competitor] alternative", "how to [problem your product solves]". We carry out keyword research that distinguishes informational traffic from transactional opportunity, then build content and page structure that pulls in the audience actually worth having.
Google Ads for SaaS and software
Paid search in software can burn money very fast if campaigns are built around generic category terms with no audience filtering. We build campaigns targeting buyers who are mid-evaluation: people searching for specific functionality, comparing alternatives, or looking for a solution to a defined problem in a defined sector. Tight match types, sharp negative keyword lists, and ad copy that speaks to product value rather than features nobody reads.
Google Business Profile management
If your software business has a local element, a physical office clients visit, or services a specific geographic market, your GBP listing is often the first thing a potential customer sees. We manage and optimise it so your business looks credible, current, and easy to contact from the moment someone searches your company name.
Review generation
G2, Capterra, Trustpilot, and Google all feed into how software buyers evaluate their options before they book a demo or start a trial. We put a structured process in place that captures reviews from happy customers at the right moment, so your profile builds consistently rather than reflecting only the customers who had a complaint to make.
Website development
A product website that fails to convert visitors into demo requests or signups is a traffic problem regardless of how polished the design looks. We build and improve pages focused on clear messaging, fast load times, and conversion paths that match how your buyers actually make decisions.
How A Tree Surgeon Got 100+ Enquiries A Month
Take a look at a tree surgeon here who managed to get 100 enquiries last month with our ads and seo work which you can see below
Why digital marketing matters for software companies right now
Software buying behaviour has changed substantially. A decade ago, a decision-maker might have relied on a recommendation from a peer, a vendor's outbound call, or a trade event. Today, the evaluation process starts with a search. Buyers read comparison pages, check review platforms, look at alternatives, and often have a shortlist formed before they have spoken to a single vendor. By the time they book a demo, many have already made a tentative decision.
This creates a real problem for software businesses that are not visible during that research phase. If a buyer searches "project management software for construction companies" and your product does not appear, you are not on the shortlist. It does not matter that your product is better, better priced, or better supported. You were not there when the decision was forming.
The businesses that win more often are not necessarily those with the best product. They are the ones that appear credibly and consistently across the channels buyers use during evaluation: Google search, Google Ads at comparison keywords, review platforms, and a website that communicates value quickly and without friction.
Other Service Companies We Do Marketing For
Take a look at our other service companies and other Industries we provide Professional Digital Marketing service here
Frequently asked questions
The most common reason is that the content is attracting the wrong audience. Content that ranks well for broad educational topics drives high traffic but low conversion because the people searching those terms are not evaluating software. They are learning about a subject. The fix is to audit what your content is actually attracting and redirect effort toward pages that target keywords with genuine buying intent: comparisons, alternatives, use-case-specific terms, and problem-solution searches from your ICP.
Both channels work, and for most software businesses the two are more effective together than either one alone. PPC reaches buyers immediately at comparison-stage keywords. SEO builds longer-term visibility that generates pipeline at lower cost per acquisition over time. The balance depends on your sales cycle length, average contract value, and how competitive your category is. We look at that for each client rather than defaulting to the same mix.
We distinguish between three keyword types: transactional (the person is evaluating solutions right now), navigational (someone searching your brand or a competitor), and informational (research and education). For most software clients we build visibility primarily around transactional and competitor-alternative keywords, with informational content only where it directly connects to the buying journey.
Competing for head terms against businesses with large SEO teams and domain authority built over many years is difficult and slow. The faster route is owning the more specific, intent-rich searches your competitors ignore: industry-specific terms, use-case-specific searches, long-tail comparison keywords. Those searches are lower volume but the people making them are further along in the evaluation process.
The most common cause of high CAC in software PPC is targeting terms that are too broad. Running broad or phrase-match campaigns against generic category terms attracts a large audience that includes many people who are nowhere near a buying decision. We build campaigns around tighter, higher-intent terms, which reduces volume but improves conversion rate. Combined with landing pages designed specifically to convert paid traffic rather than sending clicks to a general homepage, the CAC typically drops substantially.
That depends on your market. For B2B software, G2 and Capterra are the most important and should be the primary focus. Trustpilot matters for businesses with a stronger consumer-facing element. Google reviews matter for companies with any local or geographic dimension. We will look at where your buyers are actually checking reviews and focus effort there rather than spreading thin across a dozen platforms.
LinkedIn can be a valuable channel for software businesses selling into mid-market or enterprise, where the decision-makers are identifiable by job title and industry. We assess whether paid LinkedIn should be part of the mix for each client. Organic LinkedIn content management is outside our core service, but we can advise on how organic and paid activity should work together.
Demo requests, trial signups, and inbound sales conversations. We set up tracking to measure these properly from each channel so you can see exactly what is working. We do not count form fills that never became a real conversation, or trial signups from users who bounced without engaging with the product.
Yes. We work alongside in-house teams regularly. Whether that means we handle all the marketing activity or work on specific channels while internal resource covers others, we adapt to what makes sense for your setup.
Not necessarily. We will audit what you have and identify whether conversion issues are content-related, structural, or technical. Sometimes small changes to existing pages have more effect than building additional ones. When new pages are needed, we advise on what they should contain and can build them if required.
Google Ads can generate enquiries within the first week of a campaign going live, assuming the campaign is well-structured and the landing page converts. SEO results are slower, typically three to six months before meaningful organic traffic shifts, and longer for more competitive terms. We give you a realistic view at the start based on your specific category and competitive landscape rather than making promises that look good in a proposal.
No. We work on a monthly rolling basis. We ask for a reasonable run-in period to let campaigns and content build momentum, but there is no fixed minimum term. You continue for as long as the work is generating results that justify the investment.