If your SaaS website gets traffic but struggles to convert it into signups, the instinctive reaction is usually to do more.
More content.
More keywords.
More pages.
But most conversion issues aren’t caused by missing effort.
They’re caused by fixing the wrong things first.
After looking at multiple SaaS websites facing this issue, a clear pattern emerges: conversion doesn’t improve when teams optimize everything, it improves when they prioritize decision clarity in the right order.
This post breaks down what to fix first, and what can safely wait.
Why “Fix Everything” Rarely Works
When conversions lag, teams often jump between:
- homepage rewrites
- pricing experiments
- blog updates
- CRO tools
- new landing pages
The result is activity, not progress.
Conversion problems usually stem from one or two core friction points, not ten.
Until those are resolved, optimizations elsewhere don’t compound, they scatter.
Start With the Page That Carries the Most Decision Weight
Every SaaS website has one page where uncertainty peaks.
Often, it’s one of these:
- the homepage
- the pricing page
- a key use case page
This is where users decide whether to:
- explore deeper
- compare alternatives
- or leave
If this page lacks clarity, no amount of supporting content will compensate.
Before adding anything new, ask:
- Can a first-time visitor understand who this is for in seconds?
- Is the value framed around outcomes, not features?
- Does the page reduce risk or increase it?
If the answer is unclear, this is your first fix.
This prioritization only works once you’ve identified where users hesitate across your site.
Fix Clarity Before Adding Persuasion
Many teams try to persuade users before they’re clear.
They add:
- testimonials
- social proof
- urgency cues
- CTAs
But persuasion only works when clarity already exists.
If users don’t understand:
- whether this applies to them
- how it differs from alternatives
- what committing actually means
then persuasion feels pushy and is ignored.
Clarity is not a copywriting polish.
It’s a decision enabler.
Then Address Comparison and Switching Anxiety
Once clarity exists, the next barrier is rarely “convince me.”
It’s:
- “Why this instead of others?”
- “What am I giving up by choosing this?”
- “How painful is switching?”
Some SaaS websites already have comparison or alternatives pages but they often:
- exist for SEO, not decisions
- compare features, not trade-offs
- avoid stating who the product is not for
If you already have these pages:
- review whether they reduce anxiety or just describe differences
If you don’t:
- this is often the highest-leverage content you can add
Decision-stage users don’t want perfection.
They want honest orientation.
Only Then Worry About Scaling Content
Content volume matters, but only after the decision path works.
If:
- users understand the product
- feel confident choosing it
- know what to expect
then:
- blogs educate effectively
- SEO traffic compounds
- conversion rates stabilize
Without that foundation, scaling content increases traffic without improving outcomes, reinforcing the original problem.
A Simple Prioritization Checklist
If SEO traffic isn’t converting, fix in this order:
- Decision clarity on the highest-impact page
- Explicit positioning (who this is for and who it’s not)
- Comparison and switching reassurance
- Use cases framed around outcomes
- Only then: content volume and optimization
Skipping steps doesn’t save time, it delays results.
Where This Fits With SEO
SEO is not just an acquisition channel.
At its best, it:
- prepares users for decisions
- reduces sales friction
- aligns expectations before signup
When SEO supports clarity and confidence not just visibility, traffic stops being the problem and starts becoming an asset.
If This Feels Familiar
If your SaaS website attracts the right audience but struggles to convert them consistently, the issue is rarely effort or intent.
It’s usually prioritization.
This is the framework I use when reviewing SaaS websites, identifying where decisions stall, what to fix first, and how SEO traffic can be guided toward real business outcomes.