How to Get More Customers for Your SaaS: The Complete Guide (Explained Simply)
Want more people to buy your software? Here’s exactly how to do it.
If you sell software that people pay for every month (that’s called SaaS), you need a plan to get customers and keep them happy. This guide shows you exactly how to do it explained so simply, even a 10-year-old could understand it.
What is a SaaS Marketing Funnel? (And Why You Need One)
Imagine you’re selling lemonade. You can’t just yell “Buy my lemonade!” at strangers and expect them to pull out their wallets.
First, they need to:
- Notice you (see your lemonade stand)
- Learn about you (find out your lemonade is really good)
- Try it (taste a free sample)
- Buy it (hand over their money)
- Come back (become a regular customer)
That’s exactly how selling software works! Except instead of a lemonade stand, you have a website. And instead of free samples, you have free trials.
This step-by-step journey is called a “marketing funnel.” And if you want to grow your SaaS company fast, you need to master every step.
Step 1: Get People to Notice You (Top of Funnel)
Goal: Make strangers aware your software exists.
Think of this like putting up signs around town so people know where your lemonade stand is. For SaaS companies, here’s how you do it:
Write Helpful Blog Posts (SEO)
When someone types “how to manage my team remotely” into Google, your blog post should pop up with helpful answers. This is called SEO for SaaS companies.
Example: If you sell project management software, write posts like:
- “10 Ways to Keep Remote Teams Organized”
- “Best Tools for Managing Freelancers”
- “How to Track Project Deadlines Without Going Crazy”
Why this works: You’re helping people solve problems. When they trust your advice, they’ll trust your software.
Commercial intent keywords to use: “best project management software,” “affordable team collaboration tools,” “project management solution for startups”
Show Up on Social Media
Post helpful tips on LinkedIn, Twitter, or wherever your customers hang out. Don’t just say “buy our software!” Instead, share useful advice.
Example: Share a quick tip every Monday: “Pro tip: Always send meeting agendas 24 hours ahead. Your team will thank you!”
Why this works: People buy from people they know and trust. Social media helps them get to know you.
Run Ads (But Make Them Helpful)
Show ads to people who might need your software. But don’t be annoying! Show them helpful content first.
Example: Instead of “Buy our software now!”, try “Free guide: 7 mistakes killing your team’s productivity”
Why this works: You’re giving value before asking for anything. That builds trust.
Create Free Tools
Give people something useful for free. It’s like giving out free lemonade samples to get people interested.
Example: HubSpot gives away a free CRM. Thousands of people use it, and some eventually upgrade to paid plans.
Why this works: Once people use your free tool and love it, they’ll want your paid products too.
Commercial keywords: “free CRM software,” “free trial project management tool,” “SaaS free tools”
Step 2: Teach Them Why You’re the Best Choice (Middle of Funnel)
Goal: Turn strangers into people who are seriously considering buying from you.
Now people know you exist. But they’re not ready to buy yet. They’re still shopping around, comparing options. Your job? Convince them you’re the best choice.
Send Helpful Emails
When someone downloads your free guide or signs up for your newsletter, send them helpful emails over the next few weeks.
Example email sequence:
- Email 1: “Thanks for downloading! Here’s what to read first.”
- Email 3: “Here’s how Sarah’s team saved 10 hours per week using these tips.”
- Email 5: “Want to see how our software makes this even easier?”
Why this works: You’re building a relationship. By the time you mention your software, they already trust you.
Show Proof You’re Awesome
People want to know your software actually works. Show them!
Example:
- “Our customers save an average of 15 hours per week”
- “Read how Company X increased their productivity by 40%”
- Show 5-star reviews from happy customers
Why this works: If other people love your software, new people will trust it too.
Commercial keywords: “best SaaS for [industry],” “[your software] reviews,” “SaaS customer testimonials”
Compare Your Software to Competitors
Create pages that honestly compare your software to others.
Example: “Asana vs. [Your Software]: Which is Better for Small Teams?”
Be honest about what you do better AND what competitors do better. People respect honesty.
Why this works: People are already comparing you to competitors. Help them do it, and they’ll appreciate your honesty.
Commercial keywords: “[competitor] alternative,” “[competitor] vs [your product],” “best alternative to [competitor]”
Host Free Webinars or Demos
Show people how your software works in real-time.
Example: “Free webinar: See how to set up your first project in under 5 minutes”
Why this works: Seeing is believing. Once they see how easy your software is, they’ll want it.
Commercial keywords: “free SaaS demo,” “live software demonstration,” “free trial walkthrough”
Step 3: Get Them to Buy (Bottom of Funnel)
Goal: Turn interested people into paying customers.
They’ve learned about you. They like what they see. Now it’s time to ask for the sale.
Make Signing Up Super Easy
Remove every possible obstacle.
Good signup:
- Only ask for email and password
- No credit card required for free trial
- Sign up in under 30 seconds
Bad signup:
- Ask for 15 pieces of information
- Require credit card upfront
- Complicated approval process
Why easy wins: The easier you make it, the more people will try your software.
Commercial keywords: “free trial no credit card,” “instant software access,” “start free trial”
Offer a Free Trial (Not Just a Demo)
Let people actually USE your software for free. Don’t just show them screenshots.
Example: “Try all features free for 14 days. No credit card required.”
Why this works: Once people start using your software and getting results, they won’t want to stop.
Commercial keywords: “free 14-day trial,” “try before you buy software,” “no commitment trial”
Show Reviews Right on Your Pricing Page
When someone’s about to buy, they get nervous. Calm their nerves with social proof.
Example: Right next to your “Buy Now” button, show:
- “4.8/5 stars on G2”
- “Trusted by 5,000+ companies”
- “Rated #1 in customer support”
Why this works: If 5,000 other people trust you, new people will too.
Commercial keywords: “top-rated SaaS,” “best-reviewed [software type],” “trusted SaaS platform”
Offer a Money-Back Guarantee
Remove all risk from buying.
Example: “Try it risk-free. If you’re not happy within 30 days, we’ll refund every penny.”
Why this works: People are scared of wasting money. A guarantee removes that fear.
Commercial keywords: “risk-free SaaS trial,” “money-back guarantee software,” “no-risk software purchase”
Add Live Chat
Let people ask questions right when they’re about to buy.
Example: When someone’s on your pricing page for 30+ seconds, pop up a chat: “Questions? I’m here to help!”
Why this works: Answering one quick question could be the difference between a sale and someone leaving forever.
Commercial keywords: “SaaS with live support,” “instant customer service software,” “chat before you buy”
Step 4: Keep Them Happy and Paying (After They Buy)
Goal: Turn one-time buyers into long-term customers who pay you every month.
This is where most SaaS companies mess up. They work so hard to get customers, then forget about them once they’ve signed up.
Big mistake! In SaaS, keeping customers is MORE important than getting new ones.
Help Them Succeed Fast
The moment someone signs up, send emails helping them win quickly.
Example welcome email sequence:
- Day 1: “Welcome! Here’s how to set up your first project in 5 minutes.”
- Day 3: “Pro tip: Here’s the #1 feature our customers love most.”
- Day 7: “Need help? Click here to schedule a free 15-minute setup call.”
Why this works: If people get results fast, they’ll keep paying. If they struggle, they’ll cancel.
Commercial keywords: “easy onboarding software,” “quick setup SaaS,” “user-friendly software”
Check In Regularly
Don’t disappear after someone buys! Ask how they’re doing.
Example: Every 3 months, send: “How’s everything going? Getting the results you wanted?”
Why this works: This shows you care. Plus, you’ll hear about problems before people cancel.
Teach Them Cool Features They’re Missing
Most people only use 20% of your software’s features. Show them what else they can do!
Example: “Did you know you can automate weekly reports? Here’s how…”
Why this works: The more value people get, the less likely they are to cancel.
Turn Happy Customers Into Salespeople
Ask satisfied customers to tell others.
Example: “Love our software? Refer a friend and you both get $50 credit!”
Why this works: People trust recommendations from friends way more than ads.
Commercial keywords: “SaaS referral program,” “refer and earn software,” “customer referral rewards”
The Numbers You MUST Track
If you can’t measure it, you can’t improve it. Here are the numbers every SaaS company should watch:
1. Customer Acquisition Cost (CAC)
How much does it cost to get one customer?
Formula: (All marketing + sales costs) ÷ (Number of new customers)
Example: Spent $10,000 on marketing last month and got 20 customers = $500 CAC
Why it matters: If it costs you $500 to get a customer who only pays you $30/month, you’ll run out of money fast!
Commercial keywords: “reduce CAC,” “lower customer acquisition cost,” “improve SaaS marketing ROI”
2. Customer Lifetime Value (LTV)
How much money will one customer pay you before they cancel?
Formula: (Average monthly payment) × (Average months they stay subscribed)
Example: Customers pay $50/month and stay for 24 months = $1,200 LTV
Why it matters: You can spend UP TO this amount to get a customer and still make money.
3. The Magic Ratio: LTV:CAC
Your LTV should be AT LEAST 3 times your CAC.
Good: LTV = $1,200, CAC = $400 (3:1 ratio) ✅ Bad: LTV = $600, CAC = $500 (barely breaking even) ❌
Why it matters: This tells you if your business model actually works.
Commercial keywords: “improve LTV CAC ratio,” “SaaS profitability metrics,” “healthy SaaS business model”
4. Churn Rate
What percentage of customers cancel each month?
Example: You have 100 customers. 5 cancel this month = 5% monthly churn
Why it matters: If you lose customers faster than you gain them, you’re in trouble.
Good churn: Under 5% per month Bad churn: Over 10% per month
Commercial keywords: “reduce churn rate,” “improve customer retention,” “SaaS retention strategies”
What Tools You Actually Need
You don’t need 47 different tools to grow your SaaS. Here’s what beginners should start with:
Essential Starter Tools (Under $200/month):
- HubSpot CRM (Free) – Track your customers
- Google Analytics (Free) – See who visits your website
- Mailchimp (Free tier) – Send emails to potential customers
- Ahrefs Lite ($99/month) – Find what people search for on Google
- Canva ($13/month) – Make nice-looking graphics
Total: ~$112/month to start
Commercial keywords: “affordable SaaS marketing tools,” “best tools for growing SaaS,” “SaaS marketing tech stack”
Your 90-Day Action Plan
Month 1: Foundation
- Set up Google Analytics
- Write 4 helpful blog posts
- Start collecting email addresses
- Create a simple free trial
Month 2: Growth
- Write 4 more blog posts
- Start sending weekly emails
- Add live chat to your website
- Create one comparison page
Month 3: Optimization
- Review what’s working
- Double down on what works
- Fix what’s not working
- Ask customers for reviews
Commercial keywords: “SaaS growth plan,” “90-day marketing strategy,” “fast SaaS growth tactics”
Ready to Grow Your SaaS Company?
Growing a SaaS company isn’t magic. It’s just following the right steps:
- Get noticed with helpful content
- Build trust with education and proof
- Make buying easy with free trials and guarantees
- Keep customers happy with great onboarding and support
At Quick Moat, we help SaaS companies like yours grow faster using these exact strategies. We specialize in:
- SEO for SaaS – Get found on Google for keywords that actually matter
- Conversion optimization – Turn more visitors into paying customers
- Retention strategies – Keep customers paying month after month
Want help growing your SaaS?
📞 Book a free strategy call – We’ll review your funnel and show you exactly where you’re losing customers (and how to fix it).
About Quick Moat: We’re a Leeds based digital marketing agency that works exclusively with SaaS companies. We understand CAC, LTV, MRR, and all the metrics that matter to your business. Because we speak SaaS fluently, we help you grow faster without wasting money on tactics that don’t work.