SaaS marketing and SEO for UK B2B software companies
We help software companies get found on Google and in AI answers, and build the path that turns those searches into demo requests, inside the UK rules on comparisons, reviews and pricing.
“invoicing software” is searched about 1,000 times a month in the UK, according to Google’s Keyword Planner.
Google put an AI Overview above the first website on all 28 of our UK checks. On a phone, the first website started 0.6 screens down.
On all 14 of our searches, the AI answer named specific products, and YouTube was among its sources on 11.
A comparison with an identifiable competitor must not mislead about either product, the CAP Code says.
Fake reviews, and reviews that hide a reward, have been a banned practice since April 2025, GOV.UK’s guidance says.
Businesses that have worked with Get-Found
What SaaS marketing is.
SaaS marketing is how a software company gets found, shortlisted and chosen by the people who buy it, judged on recurring revenue rather than one-off sales.
For a B2B software company that means category and comparison pages, AI answers, LinkedIn and Google Ads on buying searches, review-site presence and a demo or trial path that works, with every demo request traced back to its source. Here’s an example: an HR software company publishes a fair comparison page for each named rival, keeps real numbers on its pricing page, gets reviewed in the places AI answers draw on, and runs LinkedIn ads to the job titles that sign off the purchase.
Follow a buyer from search to demo
A search names the category
Google’s Keyword Planner averages about 5,400 searches a month in the UK for “project management software” and 2,900 for “email marketing software”, though both peaked in July and August 2026; “invoicing software” held steadier, at 720 to 1,600 a month. Its top-of-page bids for our 14 searches reach £87.29 a click at the high end, for “hr software uk”.
What we do: Category, use-case and integration pages for the searches your buyers run, on a site whose content is in the HTML, not only in JavaScript.
The AI answer comes before the websites
In our 14 UK searches on 14 October 2026, Google put an AI Overview above the first website on all 28 checks, phone and computer, and on every search the answer named specific products. On a phone it was collapsed behind “Show more”, and the first website started 0.6 screens down.
What we do: Clear product facts on your own pages and your product in the places AI answers draw on, so it can be named and described correctly.
Then a website, often a vendor’s own
On 15 of the 28 checks, the first website was a page from a company selling that kind of software, and 7 of those were “best of” lists that put the company’s own product on the list. For “invoicing software”, it was Salesforce’s “10 Best Invoicing and Billing Software for 2026”, with Salesforce Revenue Cloud first.
What we do: Fair comparison and alternatives pages for each named rival, checked against the CAP Code before they go live.
And the sources behind the answer
YouTube was among the AI answers’ sources on 11 of the 14 searches. Xero, Sage, PCMag and Startups.co.uk each appeared on 5, and the review sites G2 and Capterra on 2 each.
What we do: Product videos, review-site profiles and coverage in the publications AI answers cite, then a demo or trial that takes one step.
What software buyers see when they search.
On 14 October 2026 we checked 14 searches for business software across the UK, on a phone and on a computer. Google put an AI Overview above the first website on all 28 checks.
Pick a search to see the phone result
- Searches a month in the UK
- 2,900
- First website on a phone
- 0.6 screens down
- Above it, in order
- AI Overview
- AI Overview
- Phone: yes, naming products. Computer: yes, naming products.
- Ads
- Phone: none. Computer: none.
- checks showed an AI Overview
- 28 of 28
- every search, on a phone and a computer
- checks showed an AI answer naming specific products
- 28 of 28
- every search, on a phone and a computer
- down a phone to the first website result, the median across our searches
- 0.6 screens
- the same on all 14 searches
- searches showed ads on a computer
- 5 of 14
- 2 of 14 on a phone
All 14 searches in a table
| Search | Searches a month | Map (phone, computer) | AI Overview (phone, computer) | Ads (phone, computer) | First website on a phone |
|---|---|---|---|---|---|
| best crm software | 1,000 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| crm for small business | 590 | No, no | Yes, yes | 0, 2 | 0.6 screens |
| project management software | 5,400 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| accounting software uk | 590 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| hr software uk | 390 | No, no | Yes, yes | 1, 4 | 0.6 screens |
| payroll software uk | 590 | No, no | Yes, yes | 0, 4 | 0.6 screens |
| email marketing software | 2,900 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| help desk software | 480 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| inventory management software | 880 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| best erp software | 320 | No, no | Yes, yes | 0, 1 | 0.6 screens |
| booking software | 260 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| invoicing software | 1,000 | No, no | Yes, yes | 0, 0 | 0.6 screens |
| field service management software | 880 | No, no | Yes, yes | 0, 2 | 0.6 screens |
| property management software uk | 170 | No, no | Yes, yes | 1, 0 | 0.6 screens |
Google UK across the UK, one check per search on a phone (Android) and on a computer (Windows), between 11.31am and 11.39am UK time on 14 October 2026, through DataForSEO. “First website” is measured on the phone screenshot shown above, in screens of 844px. An AI Overview counts as naming products when its answer listed specific ones by name; each was read by hand. No map appeared on any check. On a phone, 2 of the 14 searches showed an ad, both below the first website: below four website results for “hr software uk” and below nine for “property management software uk”. On a computer, 5 of the 14 did, above the first website on 2 (“hr software uk” and “payroll software uk”). Phone ads were checked against every screenshot; computer ads are as DataForSEO recorded them. Volumes are Google Ads Keyword Planner monthly averages for the UK, fetched 14 October 2026.
Everything a software company needs to be found.
Six services, each shown on a real capture: five Google results from our study day and the ICO’s own guidance. Open any card for the detail.
SEO
Comparison pages and SaaS SEO
AI answers
AI search: AEO and GEO
Google Ads
Google Ads
LinkedIn
LinkedIn Ads and outreach
Websites
Pricing, demo and trial pages
Digital PR
Digital PR and review sites
Client reviews
In our clients’ words.
We haven’t published a SaaS review or case study yet. These are clients in their own words, on what it’s like to work with us, including Norango, which now runs a UK AI and live receptionist service.
“Great company to work with, very professional and friendly and go above and beyond :-) Would highly recommend”
Norango Team, on Google, September 2022.Read the review ›
“They took the time to understand what I needed and were professional, responsive and easy to work with throughout.”
Ian Parmel, on Google, August 2026.Read the review ›
“I have been working with Get Found for over a year now with various SEO projects.”
Daniel Brown, on Trustpilot, April 2026.Read the review ›
Quoted word for word, some shortened to whole sentences, with the date each review was posted.
The rules
What software marketing can and can’t do.
We read nine pages that ranked in Google’s top three for “saas marketing agency” and “saas seo agency” on 14 October 2026, including the six that ranked there most often. None of them mentions the CAP Code, the ICO’s guidance on business email, the ban on concealed incentivised reviews or how VAT has to be shown on prices. Pick something you might want to do and read the rule that applies.
- Allowed, if it’s fair
“Marketing communications that include a comparison with an identifiable competitor must not mislead, or be likely to mislead, the consumer about either the advertised product or the competing product.”
CAP Code, rules 3.32 to 3.35, 3.41 and 3.42 ›
What we do: Compare products that meet the same needs, objectively, on features that are material, relevant, verifiable and representative, which can include price, without creating confusion between the two. Don’t denigrate the rival, or take unfair advantage of its trade mark or name (rules 3.41 and 3.42).
Compare your product with a named competitor
“Marketing communications that include a comparison with an identifiable competitor must not mislead, or be likely to mislead, the consumer about either the advertised product or the competing product.”
CAP Code, rules 3.32 to 3.35, 3.41 and 3.42 ›
What we do: Compare products that meet the same needs, objectively, on features that are material, relevant, verifiable and representative, which can include price, without creating confusion between the two. Don’t denigrate the rival, or take unfair advantage of its trade mark or name (rules 3.41 and 3.42).
Call your product the best, or number one
“The ASA will consider unqualified superlative claims as comparative claims against all competing products. Superiority claims must be supported by evidence unless they are obvious puffery (that is, claims that consumers are unlikely to take literally).”
CAP Code, section 3, comparisons ›
What we do: Hold the evidence before the claim goes live: rule 3.7 says marketers must hold documentary evidence for claims people are likely to take as objective.
Email buyers at companies you haven’t dealt with
“You can email or text any corporate body (a company, Scottish partnership, limited liability partnership or government body).”
ICO, Electronic mail marketing ›
What we do: Say who you are and give a valid address to opt out. Emailing a named person can bring in data protection law too, and sole traders and some partnerships need consent, unless they’re past customers who bought something similar and didn’t opt out.
Offer a reward for reviews on software review sites
Traders may reward customers for reviews, the CMA’s guidance says, but “to comply with the law they must: (a) tell consumers that the review has been incentivised, and (b) the review must still reflect the reviewer’s genuine experience.”
CMA, Fake reviews guidance (CMA208), paragraph 3.7 ›
What we do: Where a review site doesn’t allow incentivised reviews, submitting one is likely to be misleading (paragraph 3.4), and the CMA’s examples of fake reviews include asking for five-star reviews in exchange for free products. Google’s Maps policy doesn’t allow any incentive for a review.
Show prices without VAT on your pricing page
“VAT-exclusive prices may be given if all those to whom the price claim is clearly addressed pay no VAT or can recover VAT. Such VAT-exclusive prices must be accompanied by a prominent statement of the amount or rate of VAT payable.”
What we do: If a plan is aimed at sole traders or freelancers who may not be VAT-registered, show the price with VAT.
Call it a free trial when a card is needed
“Marketing communications must make clear the extent of the commitment the consumer must make to take advantage of a “free” offer.”
CAP Code, rules 3.24 and 3.26 ›
What we do: Rule 3.26 rules out calling it a “free trial” if a non-refundable purchase is required. If the trial rolls onto a paid plan, say when and for how much.
Rules read on asa.org.uk, ico.org.uk, gov.uk and support.google.com on 14 October 2026. The ICO says its marketing guidance is under review after the Data (Use and Access) Act. A summary to plan marketing around, not legal advice.
How often each software search is made.
Monthly UK search estimates from Google’s Keyword Planner for the 14 searches in our study. Pick a group, then see what Google showed for any search.
- email marketing software2,900
- best crm software1,000
- crm for small business590
4,490 searches a month across these three searches.
- invoicing software1,000
- accounting software uk590
- payroll software uk590
2,180 searches a month across these three searches.
- project management software5,400
- inventory management software880
- field service management software880
- best erp software320
- booking software260
- property management software uk170
7,910 searches a month across these six searches.
- help desk software480
- hr software uk390
870 searches a month across these two searches.
Google Ads Keyword Planner’s “average monthly searches” for the UK, September 2025 to August 2026, fetched 14 October 2026. Some averages are lifted by a summer spike: “email marketing software” was under 400 a month for six of the twelve months, then 8,100 in July and 14,800 in August.
Your first twelve weeks.
Five stages, some running side by side. The revenue audit comes first, because it decides what we build and whether the sums work at your contract value at all. Move through the weeks to see what we’re doing in each.
Weeks 1 to 2
Revenue and visibility audit
We pull closed-won by source out of your CRM, map who currently owns the comparison and alternatives SERPs in your category, and baseline organic demo requests.
Weeks 2 to 5
Fix what buyers hit first
Demo form cut to the fields sales genuinely uses, source capture wired in, pricing page made specific, and anything important moved into server-rendered HTML so crawlers and AI assistants can read it.
Weeks 4 to 10
Build the bottom of the funnel
Comparison, alternatives, integration and use-case pages, drafted with your product marketing lead and checked by someone who sits on demos, so the claims hold up when a prospect quotes them back.
Weeks 8 to 12
Turn on demand capture
LinkedIn campaigns against your ICP job titles and target account list, plus retargeting for people who read a comparison page and left. Budget paced against cost per demo rather than impressions.
Monthly, ongoing
Report in ARR terms
One call a month, with a named person on it. New pipeline, CAC by channel, payback period and which pages produced the deals. Rankings and sessions are in the appendix, not the headline.
The people on your account.
The people who’d work on your product. Choose a person to see what they look after.
Alex Davis
Managing Director
“We only succeed when you do. That is not a tagline, it is how we are structured.”
On your account
- Leads the agency’s strategic direction
- Owns every senior client relationship
Founded Get-Found on one rule: every pound of marketing spend must trace back to revenue.
Simran Rana
Head of Client Delivery
“SEO is a long game, but when it compounds, nothing else comes close for sustained ROI.”
On your account
- Runs the SEO work from end to end
- Audits, content and reporting
Manages the agency’s SEO delivery from end to end, from technical audits and keyword architecture to content and reporting.
Thomas Oben
Senior Account Manager
“Every pound of your ad budget should be earning its place. If it is not, we find out why and fix it.”
On your account
- Google Ads, Meta and LinkedIn campaigns
- The first person you call, and the last to sign off before anything goes live
Manages paid media across Google, Meta and LinkedIn, and is Google and Meta certified.
Hamza Amir
Technical AI Manager
“If you cannot measure it, you cannot improve it, and once it is measured cleanly, AI can improve it around the clock.”
On your account
- GA4 and Tag Manager
- Server-side events and attribution
Leads the technical and AI side of delivery: GA4, GTM, server-side events and attribution.
Andre Davis
Graphic Designer & Web Developer
“Good design is invisible. It guides people exactly where they need to go without them noticing.”
On your account
- Landing pages and websites
- Brand identities and design assets
Builds landing pages, brand identities and digital assets, from first concept to live deployment.
Pricing
Clear prices, published.
Prices exclude VAT at 20% (£1,800 and £3,000 a month with VAT), on 90-day rolling terms after the initial three months. LinkedIn and Google spend is separate from the fee.
Not sure which plan? Answer three questions
Products or markets
Inbound pipeline
LinkedIn Ads
- Technical SEO and crawlable rendering fixes
- Category, comparison and alternatives pages
- Demo form and pricing page conversion work
- Source capture wired into your CRM
- Monthly reporting on demo requests by page
- Everything in Search Foundations
- Bottom-of-funnel content built with your product team
- AI search visibility for ChatGPT and AI Overviews
- Digital PR and review-site presence
- LinkedIn Ads against your ICP and account list
- CAC, payback and pipeline-by-page reporting
- Per-product search and content roadmaps
- International and multi-language expansion
- ABM support for named target accounts
- Quarterly planning with your marketing and RevOps leads
SaaS marketing questions, answered.
12 of 12 questions
Updated 14 October 2026.
Guides from our team.
5 August 2026, 11 min readB2B SaaS Marketing: A Practical Guide for UK Software Companies (2026)- 5 August 2026, 11 min readB2B SaaS Marketing: A Practical Guide for UK Software Companies (2026)
18 July 2026, 9 min readHow to Get Your Business Recommended by ChatGPT (We Tested It)
2 July 2026, 9 min readHow to Rank in Google AI Overviews: UK Business Guide 2026
13 August 2026, 10 min readLinkedIn Ads: A Practical UK Guide for B2B (2026)
7 August 2026, 10 min readHow to Build a Content Marketing Strategy (UK 2026 Guide)
24 August 2026, 7 min readHow Much Does Content Marketing Cost in the UK?
Talk to us about your product.
Tell us about your product and we’ll arrange a free call about your market, your sales cycle and where demo requests come from now.
We reply to arrange a time
By phone or video, at a time that suits you.
A free call about your product
Your market, your sales cycle and where demo requests come from now.
A proposal if it’s a fit
The work we’d do first and what it costs.
- Call 0121 752 9211
- hello@get-found.co.uk
- Steamhouse, Cardigan Street, Birmingham B4 7BD