Indie Hackers Why Most SaaS Content Misses (And How to Fix It) by Sonu Goswami
Over the past year, I’ve worked with early-stage SaaS founders — bootstrapped and VC-backed — and I’ve noticed a pattern.
No matter how good the writing is, how well the blog is structured, or how “SEO-optimized” the content becomes…
Some SaaS content just doesn’t land.
It looks fine. It checks all the boxes.
But it doesn’t move anyone. No engagement. No shares. No inbound leads.
I used to think it was a marketing problem.
But in many cases, it’s a founder–market fit problem.
You Can’t Outsource Insight
Founders who’ve lived the problem — who’ve sat in the buyer’s seat, felt the friction, and tried to fix it before building a product — write (and speak) differently.
Their words feel earned.
They don’t describe the product — they describe the problem in 4K detail.
They preempt objections because they’ve heard them dozens of times.
Their landing pages don’t just “convert” — they click with the right people.
Meanwhile, when a founder hasn’t deeply lived the problem:
The language feels recycled.
Pain points sound generic.
Every piece of content needs heavy editing or repositioning.
Even with good copywriting, the ceiling is low — because the inputs are weak.
Signs of Strong Founder–Market Fit in Content
From recent projects, here’s what I see over and over:
They can sell without a product. One founder had 5 pre-orders for a tool that didn’t exist yet.
They speak the customer’s language, not the industry’s.
They write with conviction. It’s not written to “rank,” it’s written to rally a tribe.
When this foundation is in place, content strategy becomes straightforward.
When it’s missing, even great writing feels hollow.
The Simple Test I Use
Could you sell this with just a Notion doc and a few calls?
If yes → content is a force multiplier.
If no → you’re either too early, or too far from the problem.
This doesn’t mean “stop marketing.”
But it does mean you may need to revalidate the problem, talk to more users, or reposition before scaling content.
The Hard Truth
Content is not a shortcut.
It amplifies what’s already working.
It exposes clarity — or confusion.
Before you optimize for traffic or ramp up production, ask yourself:
Are you writing from experience, or reverse-engineering other SaaS sites?
The answer usually predicts whether your content will convert — or just exist.
Sonu Goswami posted to SaaS Marketing on August 10, 2025