Search visibility for a software company comes from pages that match intent: services, solutions, industries, a real product, and writing a buyer might actually read. That is architecture — URLs, headings, internal links, structured data — far more than it is copywriting technique.
Build SEO into the templates
Unique titles and descriptions, canonical URLs, Open Graph and Twitter metadata, and JSON-LD that accurately describes the page should be produced by the template, not added per page by someone remembering to.
When it lives in the template, a new page is correct by default. When it lives in a checklist, it is correct until the first busy week.
Structured data has to be true
Schema.org markup is an assertion about the page. Organization, Service, SoftwareApplication, Article, BreadcrumbList, FAQPage and Person all have legitimate uses on a software company's site.
AggregateRating on a company with no published reviews does not. Marking up things that are not true is a short-term trick with a long-term cost, and it is the first thing we remove from sites we inherit.
Thin pages are worse than no pages
The temptation with service and location pages is to generate many near-identical ones. It does not work, and it dilutes the pages that would otherwise rank.
Every page should be able to answer a question that the others cannot. If an industry page differs from another only by the industry name, it should not exist.
Working on something this touches on? Tell us what you are building — we will say honestly whether we are the right team for it.