Can non-branded search really drive multi-product adoption?

Yes.
ElevenLabs shows how. They win broad queries like “ai voice generator,” “text to speech,” and “voice changer.” But the real difference is what happens after someone clicks through.

The pages don’t just answer the query—they spark curiosity. A visitor who arrives for Text-to-Speech (TTS) often ends up exploring dubbing, voice cloning, or sound effects. What looks like routine SEO becomes a way to introduce people to more of the product suite.

And it all starts with how they structure their entry points.

Turning Intents to Entry Points

The principle is simple: one search intent, one dedicated page. “AI voice generator” leads to the homepage, “text to speech” has its own spotlight, and “voice changer” gets a focused page.

Each page delivers value quickly: an instant demo, a clear CTA, social proof, and answers to common questions like “Is there a free version?” Once visitors get what they came for, it’s easy for them to notice related features.

The homepage especially stands out. It doesn’t just explain ElevenLabs—it introduces voice cloning, dubbing, speech-to-text, sound effects, and even AI music, complete with real audio samples that show how it all connects.

Learn more about optimizing websites for AI-driven search.

Once those foundations are set, ElevenLabs expands the same approach into smaller, task-specific pages.

Source: ElevenLabs

Source: ElevenLabs

Tiny Pages, Big Leverage

Beyond the main keywords, ElevenLabs creates simple pages for jobs people actually search for: audio-to-text, video-to-text, voice isolation, dubbing studio, and sound effects.

Even playful searches get attention. Look up “robot voice” and you’ll find a demo. Try “monkey voice” and yes—there’s a page for that too. They’re fun, but they also point people back to core products like dubbing and cloning.

The Sound Effects section takes it further, with animal sounds and creative effects that attract creators, then gently guide them into broader voice and music workflows.

These pages stay intentionally light: a demo, a short guide, and one clear button.

And the same playbook works worldwide.

Source: ElevenLabs

Source: ElevenLabs

Global Reach, Consistent Experience.

ElevenLabs scales its approach globally with a “light but broad” localization strategy. Templates are reused across /de, /fr, /es, /pt, /pl, /hi, with dedicated pages for Hindi, Urdu, Bengali, Tamil, and Czech.

The tweaks are minimal: headlines, CTAs, and FAQs are translated, local examples added, and hreflang ensures Google surfaces the right version. Crucially, the structure stays the same—so no matter the language, visitors still encounter prompts to explore more features.

Regional nuances only strengthen this. In India, for example, a search for “desi vocal” can mean two things: someone looking for an Indian-style voice, or someone landing on a competitor brand with the same name. ElevenLabs bridges both cases by offering Indian voices and a Hindi UI—capturing the intent while also introducing users to its broader set of tools.

Source: ElevenLabs

Meeting Users in Their Ecosystem

Not every search starts broad. Plenty of users begin with platforms like CapCut, Suno, or Adobe Enhance. To reach them, ElevenLabs publishes “works with X” guides.

These guides mirror the search query, walk through the workflow, and link directly to the relevant feature. A CapCut user who just wanted a quick solution might leave with a dubbed video, a saved preset, and maybe even a custom voice model.

It’s a practical way of plugging into existing ecosystems and expanding adoption.

So, what can SaaS leaders take away from this approach? Let’s break it down into five practical cross-sell tactics you can borrow for your own growth strategy.

Five Cross-sell Tactics  for SaaS Leaders 

Cross-selling doesn’t have to be pushy. The most effective SaaS companies design their content and product pages so users naturally discover more value as they go. 

Here are five practical tactics—drawn from ElevenLabs’ playbook—that you can apply to build cross-sell into your growth strategy:

1. Own every major keyword with one strong page

Don’t spread your high-volume search terms across multiple URLs. Create a single, authoritative page for each head term, then guide visitors toward related features with clear “next step” prompts.

2. Build utility pages for specific jobs

Users often search for small, task-focused solutions. Meet them there with lightweight pages that solve one job well—then show how your broader product suite can help with the next step.

3. Localize smartly, not heavily

You don’t need to rebuild your site for every region. Reuse proven templates, translate the essentials, and keep the structure consistent. Make sure users everywhere still see clear pathways into your other features.

4. Create integration guides around popular tools

Your customers already live on other platforms. Publishing “works with X” tutorials shows how your product fits right in—and naturally introduces them to additional capabilities they might not have considered.

5. Lead with demos instead of long explanations

People learn faster by trying. Put interactive demos front and center, let them see value right away, and then invite them to explore complementary features.

The Takeaway

Most visitors arrive with one job in mind. ElevenLabs makes sure they can do it right away—while also showing what else is possible. By repeating this across tasks and across languages, they’ve turned SEO into more than just traffic: it’s a steady way of introducing users to their broader suite of tools.