B2B and SaaS SEO
B2B SEO agency focused on pipeline, not traffic
Rank for the searches buyers make right before they choose a supplier, and see in your CRM which deals organic search started. For B2B services and SaaS.
- Pipeline reported from your CRM
- Bottom-funnel pages first
- Rolling monthly, no lock-in
Quick answer
ProntX is a London B2B SEO agency for UK service firms, SaaS companies and industrial suppliers. We build bottom-funnel pages such as comparisons, alternatives and pricing, connect organic visits to your CRM, and track AI shortlist visibility, so SEO is measured in qualified pipeline. B2B SEO starts from £595 a month.
ProntX is a B2B SEO agency that measures success in qualified pipeline, not traffic. We help B2B service firms, SaaS companies and industrial suppliers rank for the searches buyers make when they are close to choosing a supplier, then connect those visits to your CRM so you can see which deals organic search started.
Why B2B SEO is different
B2B search volumes are small, buying committees are large and sales cycles run for months. A keyword with 90 searches a month can be worth more than one with 9,000 if the people searching it sign six-figure contracts. Yet many agencies still apply consumer playbooks: top-of-funnel blog posts, traffic targets and reports that stop at “sessions”.
The result is familiar. Organic traffic rises, the sales team sees no difference, and SEO gets cut in the next budget review.
How our B2B SEO services work
We start at the bottom of the funnel. First we build and improve the pages a buyer reads in the last two weeks before contacting you: service and solution pages, pricing, comparisons, alternatives, integrations and case studies. Then we work outwards to problem-aware content. Every page has a clear next step, and every lead is traced back to its first organic visit.
This sits inside our wider SEO approach, adapted for long sales cycles and multiple decision makers.
Bottom-funnel first
Which pages win B2B deals from search?
The pages that answer “can this supplier solve my problem, how do they compare, and what will it cost?” Those convert at a far higher rate than general advice articles, and most B2B sites either lack them or keep them thin.
Solution pages
One page per use case and industry
“Payroll software for construction firms” and “IT support for law firms” are different buyers with different worries. We build focused pages for each high-value segment, with the proof and detail each one needs.
Comparisons
Comparison and alternative pages
“[Competitor] alternatives” and “[You] vs [Competitor]” searches come from buyers already in the market. We write fair, specific comparisons that admit where a competitor fits better. Honest pages earn more trust, and AI assistants are more likely to cite them.
Pricing
Pricing and cost pages
Buyers search “how much does X cost” long before they ask sales. Even if you cannot publish fixed prices, a page explaining what drives cost, typical ranges and how you quote can rank, qualify leads and save your sales team time.
Integrations
Integration and partner pages
For SaaS, “[tool] integration with Salesforce” or “HubSpot integration” searches come from buyers checking fit with their stack. Each integration deserves its own indexable page.
Proof
Case studies built for search
Case studies organised by industry and problem, with real detail on the challenge and approach, so they rank for “[problem] case study” searches and support sales conversations.
Expertise
Thought leadership with a point of view
Once the commercial pages are in place, we create original content from your team’s expertise: frameworks, data you hold, opinions your sales team shares on calls. Content competitors cannot copy.
Attribution
How do you prove B2B SEO creates pipeline?
By connecting organic sessions to CRM records, so each lead, opportunity and closed deal carries its original source. Without that link, SEO is judged on traffic and usually undervalued.
What we set up
- Landing page and source captured in hidden form fields
- First-touch and last-touch source stored on CRM contacts
- HubSpot, Salesforce or Pipedrive fields mapped and tested
- Conversion events in GA4 for demos, contact forms and downloads
- A “How did you hear about us?” field including AI assistants
- Offline conversion imports where you also run paid search
What you see each month
Organic leads, sales-qualified leads, opportunities and pipeline value, split by landing page and topic cluster. You can see that your comparison pages created three opportunities this quarter while a popular glossary page created none, and we adjust the plan accordingly.
We report on rankings and traffic too, but as leading indicators, not as the goal.
SaaS
Do you offer B2B SaaS SEO?
Yes. B2B SaaS SEO follows the same pipeline-first principles, with a few extra areas: product-led pages, documentation, integrations and the technical separation of marketing site and app.
SaaS buyers often research alone for weeks, comparing tools on review sites, in AI assistants and on vendor websites. We make sure your product appears in the categories and comparisons that matter, that your feature and use-case pages answer specific questions, and that free trial or demo pages convert.
We also cover help centre and documentation SEO, which often ranks for valuable “how to” searches but sits on a subdomain with no internal links to the main site.
Where your app runs on a JavaScript framework, our technical SEO team checks that marketing pages render fully for search engines and AI crawlers.
Keyword research
How do you choose which B2B keywords to target?
We score every keyword on buying intent and deal value first, search volume second. Tools alone get B2B keyword research wrong, because many valuable searches show as “no data” or tiny volumes.
Sources beyond keyword tools
We pull search terms from your Search Console, paid search reports and site search, then add the language from sales calls, proposals, RFPs and support tickets. Buyers rarely describe their problem the way your marketing team does. A firm selling “workflow automation” may find its buyers search for “reduce manual data entry in accounts payable”.
We also review the questions that come up in AI assistant answers and the “People also ask” boxes for your category, since they reveal how buyers frame the problem early on.
How we score each keyword
- Intent: is the searcher choosing, comparing or just learning?
- Fit: does it match the clients you most want to win?
- Value: what is a typical deal from this kind of buyer worth?
- Difficulty: can your site realistically rank within six months?
- Coverage: do you already have a page that could rank with work?
The result is a short, ranked list of pages to build or improve, shared with you and your sales lead before any writing starts.
AI shortlists
Why does AI search matter so much for B2B?
Because B2B buyers increasingly ask ChatGPT or Perplexity for a shortlist of vendors before they visit any website. If you are not on that shortlist, you may never get the chance to pitch.
An assistant asked “best managed IT providers for London accountancy firms” will name a few companies and give a reason for each. Those reasons come from your website, review platforms, industry lists, partner directories and press. We make sure your positioning is stated clearly and consistently in all of those places.
We track a set of shortlist and comparison prompts each month, see which competitors get named and which sources are cited, then work to get you onto them. This is built into every plan through our AI search optimisation service.
Why ProntX
Why choose ProntX as your B2B SEO company?
Senior people who can talk to your sales team, published prices, no lock-in, and one team that also handles your website and B2B paid and social channels.
We talk to sales
We interview your sales team and listen to call recordings where possible, so content uses the words buyers actually use and handles the objections they raise.
Joined-up B2B marketing
SEO insight feeds B2B social media and LinkedIn campaigns, and paid search data shows which terms create opportunities. Same team, same reporting.
Honest about volume
If your market has small search demand, we will say so and size the opportunity realistically, rather than promising traffic growth that does not exist.
Pricing
How much does a B2B SEO agency cost?
ProntX B2B SEO starts from £595 a month ex VAT on a rolling monthly contract. Most B2B clients invest more because bottom-funnel content and digital PR take senior writing time.
| Plan | Typical monthly fee | Good fit | Includes |
|---|---|---|---|
| Foundation | From £595 | Niche B2B services, small target market | Technical fixes, core solution pages, CRM source tracking, AI shortlist tracking |
| Pipeline | Typically £1,200 to £2,000 | B2B services and SaaS in competitive categories | Comparison and alternative pages, two to four new commercial pages a month, digital PR |
| Scale | Typically £2,000 and up | Multiple products, regions or languages | Full content programme, documentation SEO, international SEO, quarterly pipeline reviews |
Final price depends on scope, agreed after a short call. No setup fee on standard plans, and you can stop at the end of any month.
SEO and AI search
from £595/month
Local and small business SEO, GEO and AEO included
What is includedPPC and Google Ads
from £450/month
Management fee. Ad spend is paid direct to Google
What is includedOur free growth audit looks at which of your pages could realistically create pipeline from search and what competitors rank for that you do not. A senior strategist records it as a personal video within 2 working days.
How it works
What happens after you get in touch
- 01Free audit
We review your site, search visibility, ads and competitors, then send a short video walkthrough with the quickest wins.
Request audit - 02Plan and price
A one-page plan with goals, channels, timeline and a fixed monthly price. No surprises later.
See prices - 03Launch in weeks
Tracking first, then quick wins, then the bigger builds. You see progress in the first month.
See our work - 04Report and grow
Monthly report in plain English: leads, sales, cost per result and what we do next.
Talk to us
What is B2B SEO?
B2B SEO is search engine optimisation for businesses that sell to other businesses. It targets lower-volume, higher-value searches made by buyers comparing suppliers, and it measures success in leads, opportunities and pipeline rather than raw traffic. It usually involves longer content, multiple decision makers and tighter integration with sales and CRM data than consumer SEO.
How long does B2B SEO take to generate pipeline?
Bottom-funnel pages such as comparisons and solution pages can start ranking within two to four months in less competitive niches. Because B2B sales cycles are long, those leads may take further months to become closed deals. We track leading indicators like rankings, sales-qualified leads and opportunities so you can judge progress before revenue fully shows.
Should we write comparison pages about competitors?
Yes, if you write them fairly. Buyers search for comparisons and alternatives when they are close to deciding, and if you do not publish one, a review site or competitor will. We write factual comparisons that state where each option fits best, avoid unverifiable claims about competitors, and get them checked by your team before publishing.
Our market only has a few hundred searches a month. Is SEO worth it?
Often yes, because each search can be worth a lot. If one new client is worth tens of thousands of pounds, ranking for a handful of high-intent searches can pay for a year of SEO. We size the opportunity honestly in our audit, and if search demand really is too small, we will tell you and suggest better channels.
Do you integrate with HubSpot and Salesforce?
Yes. We set up hidden form fields and tracking that pass the original source and landing page into HubSpot, Salesforce, Pipedrive and most other CRMs. We then report on organic leads, opportunities and pipeline by page and topic. You keep full ownership of your CRM and analytics, and we only need user access.
How much does B2B SEO cost?
ProntX B2B SEO starts from £595 a month ex VAT. Most B2B services and SaaS clients in competitive categories typically invest £1,200 to £2,000 a month, because bottom-funnel content and digital PR take senior writing time. All plans are rolling monthly. See our pricing page for how SEO fits alongside our other services.
Can you write technical content for our industry?
Yes. Our writers work from interviews with your subject experts and sales team, plus your existing materials, so the content reflects real expertise rather than generic research. For highly technical or regulated topics, every page goes through your team for review before publishing. That keeps it accurate and builds the credibility that both buyers and search engines look for.
Do you work with B2B SaaS companies?
Yes. B2B SaaS SEO is a large part of our B2B work. We cover feature, use-case, integration, comparison and alternatives pages, documentation SEO, review site presence and the technical setup of marketing sites built on JavaScript frameworks. We also track how AI assistants describe your product when buyers ask for software recommendations.
Works well with
Related services
Free growth audit
Find out what is holding your growth back
Tell us about your business in four quick steps. Within two working days you get a short video audit of your website, search visibility and ads, with the three changes that would make the biggest difference.
- Personal video walkthrough, not an automated PDF
- Covers SEO, AI search, ads and conversion
- No obligation and no hard sell