How to Create SaaS Use Case Pages for AI Search

Use recurring sales questions to choose page topics

For SaaS marketers, questions received by sales and onboarding teams are useful sources of page ideas. Review why customers chose your product and why prospects decided against it. Identify the tasks they needed to improve and the costs or migration work that held them back. Their existing workflow, the people responsible for running it, their current tools, and required integrations provide the material for the page.

For a CRM that manages customer records and deals, you could create a page for small sales teams moving from spreadsheets to a CRM. Explain whether salespeople can handle setup and daily updates themselves when the team has no dedicated administrator.

Choose recurring questions you can answer with product documentation or customer evidence. Verify feature availability with the product team and setup or migration instructions with the onboarding team. Clearly distinguish planned features from those customers can use today.

Create separate pages when workflows or setup steps differ

A page about moving deal data from spreadsheets into a CRM should explain how spreadsheet columns map to CRM fields. It should also show how to verify that deal names, amounts, and other values were imported correctly. A page about sharing deal information across offices would cover permissions for each office, handoffs between salespeople, and company-wide reporting. These workflows need different explanations and can justify separate pages.

Decide whether to create a new page based on whether the workflow or setup instructions change. When the workflow is the same and only the industry or team size differs, add the relevant information to an existing page. Explain differences in required plans and customer results within that workflow.

Google's generative AI search guide explains that creating pages for variations of search phrases does not improve quality or relevance through page volume alone. Give each use case page a distinct purpose based on the information its readers need. (Google generative AI search guide)

Our guide to writing content for query fan-out also covers how to add related questions to existing pages. Take a look alongside this guide.

Establish product fit at the top and explain the workflow below

Open the page by explaining which kind of team can use the product and what work they can accomplish with it. For a small sales team, answer whether salespeople can manage setup and daily updates themselves. If an integration requires help from the customer's IT team or your support team, explain the task and who handles it. For features requiring a higher-tier plan or an additional contract, name the plan and describe the agreement. If an integration requires a separate subscription to another service, name that service too.

Arrange the body in the order customers move from setup to everyday use. Describe the work they carry out with each feature.

Suggested page section	What to explain
Team and setup requirements	Expected team size, who manages the product, the required plan, and information to prepare
Setup and data migration	Settings to configure, data to import, who does the work, and available onboarding support
Daily entry and sharing	Creating and updating deals, notifying colleagues, and sharing information
Pricing and usage limits	Billing units, minimum seats and contract length, feature limits, and work that costs extra
Integrations and supported workflows	Supported services, fields that sync, sync direction, and unsupported tasks
Customer results for the same workflow	Team structure, actual operations, measured results, measurement periods, and methods

Use screenshots of the workflow carried out in your product. Explain which task each image shows, what the user enters, and what happens next. State prices and usage limits in the text as well as in screenshots. Google's guidance for AI features in Google Search recommends making important information available as text. (Google AI features and your website)

If you offer a demo or trial, link to it so readers can try the workflow described on the page. Explain which features are available in the trial and what data they need to prepare.

Include team size and measurement methods in customer case studies

Use onboarding records and customer interviews to find examples from teams whose setup resembles the one described on the page. For a small sales team, give the number of users and explain who handles configuration and ongoing updates.

Accompany results with the tasks measured, measurement periods, and calculation method. If you report time spent updating deal information, describe the team's size and location and the product plan used. Explain when you measured the work before and after adoption, which tasks were included, and how the time was calculated. State whether initial setup time is included.

Document any changes in staffing or workflow that occurred between measurements. Present one customer's result as evidence from that team's size and way of working. Keep claims about the wider customer base within what your evidence supports.

Google's helpful content guidance identifies original information and analysis, firsthand product experience, clear sourcing, and identifiable authorship as indicators of quality. Explain how figures were measured, link feature descriptions to official documentation, and name the people who wrote and verified the page, along with their roles. (Google helpful content guidance)

Keep pricing and features aligned with official product documentation

Match the page's prices and feature descriptions to your current pricing information and product documentation. State required plans and usage limits in the body, with links to detailed specifications. When the product changes, update the relevant use case pages and screenshots.

Our guide to entity optimization for AI search explains how to keep product names, company details, and external profiles consistent.

Track product mentions and page citations as separate results

After publication, use questions drawn from real sales conversations to check whether AI answers include your product among the recommendations. Include the team size, staffing arrangements, and existing tools covered by the page.

Record whether your product was recommended and whether the use case page was cited. An answer can recommend your product while citing a third-party comparison or review. A product mention alone does not establish that your page was used as a source.

For a comparison before and after publication, keep the question wording, AI service, model, and search settings the same, and record the dates. Run repeated checks because answers can change even with the same question. An increase in mentions or citations around publication does not establish that the page alone caused the change.

Check the answer's prices, required plans, and usage limits against product documentation. Update outdated information on your own cited pages. For third-party sources, identify the incorrect statement and the official documentation supporting a correction, then consider asking the publisher to update it.

For Bing's data on cited URLs and related phrases, read How to Find Pages Cited by AI with Bing AI Performance.

Publish verified workflows and keep the page current

A use case page answers practical questions customers ask and explains the progression from setup to daily use. Before publication, verify prices, required plans, and limits against current product documentation. Test the instructions in the product and check that customer results include measurement methods and sources. After publication, reflect product changes and review AI answers and their sources for outdated or incorrect information.

Please Cite Me! is a reporting tool that checks whether a page is properly published and whether its content is complete. Its page audit helps you review access and whether readers can understand, verify, and cite the information on the page.

Try Please Cite Me! to audit access and review the pricing, workflow instructions, and customer evidence on your SaaS use case pages!

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