Bofu Content Strategy: How To Turn Prospects Into Customers

Want to cognize nan concealed to higher conversion rates?

It's mastering your bottom-of-funnel (BoFu) contented strategy.

Here's proof: SurveyMonkey generates $200 cardinal successful yearly gross from their BoFu pages alone.

The champion part? You tin transcript their approach.

In this guide, you'll study precisely really to create BoFu contented that converts, including:

• Real examples from successful companies
• Step-by-step processes you tin follow
• Common mistakes to debar (and really to spread them)
• Tools to measurement your success

Let’s dive in.

What Makes BoFu Content Different?

Most contented marketers attraction connected getting overmuch traffic.

Big mistake.

Instead, you petition contented that converts nan postulation you already have. That's wherever BoFu contented comes in.

Think of it this way:

Your trading chimney has 3 main stages:

1. Top (ToFu): Educational contented that builds consciousness ("What is task management?")
2. Middle (MoFu): Solution-focused contented that shows options ("Best task guidance approaches")
3. Bottom (BoFu): Decision contented that drives purchases ("Monday.com vs. Asana comparison")

Here’s an illustration of a SaaS chimney (because each manufacture looks a mini different):

BoFu contented is different because it's designed for group who are caller to buy.

These visitors:

• Know precisely what problem they petition to solve
• Have researched different solutions
• Are actively comparing options
• Just petition that past push to purchase

The cardinal difference? While different contented educates and informs, BoFu contented closes deals. It's your past chance to show prospects why they should return you complete nan competition.

Signals Strong Purchase Intent

Here's point astir group don't realize: BoFu visitors usage wholly different hunt position than different prospects.

Let maine show you:

Someone searching "what is simply a survey?" is astatine nan apical of nan funnel. They're conscionable learning.

But cheque this out:

Someone searching "SurveyMonkey vs. Typeform pricing" is caller to make a buying decision.

See nan difference?

BoFu searches often spot position like:

• "Compare"
• "Pricing"
• "Reviews"
• "Vs"
• "Buy"
• “Alternative”

Contains Direct Calls to Actions

Here's different cardinal difference: BoFu contented ever shows visitors precisely what to do next.

Instead of vague "Learn More" buttons, you'll spot circumstantial actions like:

• "Start your free trial"
• "Book a demo"
• "View pricing plans"

Check retired how MailerLite does this connected their comparison page:

Notice really it leads pinch a clear "Sign up free" CTA? That's nary accident.

Breaks Down Competitive Differences

BoFu contented isn't astir high-level overviews.

Instead, you petition to get circumstantial about:

• Features and capabilities
• Use cases and implementations
• Pricing and packages
• Technical requirements

Here's a cleanable illustration from MailerLite:

See really it breaks down precisely what you get pinch each plan? That's what BoFu visitors petition to make a decision.

Connects Problems to Solutions

Here's what separates good BoFu contented from great BoFu content:

The expertise to lucifer circumstantial problems pinch nonstop solutions.

Let maine show you what I mean:

Bad BoFu contented says: "Our task guidance instrumentality helps teams activity better."

Great BoFu contented says: "Our automated workflow templates prevention task managers 5 hours per week connected task management."

See nan difference?

Check retired how Sastrify does this:

It doesn’t conscionable say, "We thief pinch procurement." Instead, it shows precisely really overmuch clip teams save: 653 hours per twelvemonth connected package purchasing.

How to Create BoFu Content That Converts

Ready to create BoFu contented that really drives sales?

Perfect.

I’ll show you precisely really to do it, measurement by step.

Step #1: Map Your Customer's Decision Points

Some companies create BoFu contented astir what they want to say.

This isn't a bully idea.

Instead, you must reside what your customers petition to cognize earlier buying.

Here's really to find those determination points:

1. Talk to your income team. They comprehend customer questions each day. Ask them:

• What objections recreation up astir often?
• Which features do prospects attraction astir most?
• What competitor comparisons do they request?

2. Mine your customer support data. Your support tickets are aureate mines of information. Look for:

• Pre-purchase questions
• Feature requests
• Common upset points

3. Study reappraisal sites. Check G2, Capterra, aliases industry-specific reappraisal sites to find:

• Why customers chose your competitors
• What features matter most
• Common complaints and praises

Now, move these insights into action:

First, create a determination matrix. Map each income objection to a circumstantial merchandise characteristic and a supporting benefit. 

For example: "Reports return excessively long" → "Automated dashboard builder" → "Cuts reporting clip by 83%". 

This becomes your contented blueprint.

Next, build your contented frameworks. 

Create templates for comparison pages, objection-handling guides, and characteristic showcases. Focus connected benefits complete specs, and make judge each information addresses circumstantial customer concerns.

Finally, strategy your contented journey. 

Map different contented types to each buying style (like comparison charts for research, suit studies for validation, demos for decisions), past create clear paths betwixt pieces.

Here's what your determination matrix mightiness look for illustration for a B2B SaaS product:

Customer Decision Point	Product Feature	Benefit	Content Type
"Is it worthy nan price?"	Automated reporting	Saves 20 hours/month connected reporting	ROI calculator, pricing comparison
"Will it merge pinch our tools?"	API & autochthonal integrations	Works pinch 200+ apps	Integration guide, tech specs
"Is it unafraid enough?"	Enterprise security	SOC 2 Type II certified	Security whitepaper
"How agelong to implement?"	No-code setup	Average 2-day implementation	Setup guide, suit study

Use this template to practice your customer determination points to circumstantial features, impervious points, and contented types. 

The cardinal is ensuring each awesome customer liking has corresponding contented backed by existent evidence.

Step #2: Set Up Your Content Distribution Plan

Creating awesome BoFu contented is only half nan battle.

You too petition to get that contented successful beforehand of prospects astatine nan correct clip and successful nan correct places.

Here are respective ideas.

Use Multiple Contact Points

How often personification you made a acquisition nan first clip you onshore connected a brand's website? The likelihood are slim to none.

Once personification finds your brand, you petition to support them engaged.

Here's how:

• Turn blog readers into email subscribers
• Convert video viewers into webinar attendees
• Move landing page visitors to merchandise demos

The key? Multiple touchpoints pinch accordant messaging crossed each channel.

Think astir it for illustration this: A imaginable mightiness commencement pinch your comparison blog post, past subordinate your email list, watch a demo video, and yet book a telephone pinch sales.

Sales instrumentality Apollo.io nails this.

It uses a cognition of free training videos, webinars, and blog posts to banal engaging BoFu contented for salespeople.

All of nan contented leads to either a free narration aliases signing up for nan email database to deepen nan relationship.

Gate Strategic Content

Use gated contented to spot superior buyers. 

How? By offering valuable resources that prospects will happily discarded and acquisition their relationship info for.

Someone downloading your elaborate pricing comparison aliases ROI calculator is astir apt personification to buying than personification conscionable browsing your blog.

Content worthy gating includes implementation guides, whitepapers, and ebooks.

Check retired Apollo.io's approach:

It collaborated pinch apical salesperson Samantha McKenna to create a 37-minute video group connected acold emails. Halfway through, viewers petition to participate their email to proceed watching.

This onslaught is superb for 2 reasons:

1. It proves nan spectator is engaged (They've watched half nan training.)
2. It captures leads astatine their highest liking successful income techniques

Perfect BoFu timing.

Turn Content Into Sales Enablement

Did you cognize your BoFu contented tin double arsenic income collateral?

For example:

• Turn comparison blog posts into conflict cards
• Convert suit studies into position slides
• Transform characteristic guides into demo scripts

Step #3: Choose nan Right BoFu Format

Different buying decisions petition different contented types.

Here's what useful champion for each situation:

Here's really different companies nail their BoFu formats:

Enterprise Example: Salesforce

• Custom ROI calculator
• Industry-specific suit studies
• Security whitepapers
• Implementation roadmaps

Mid-Market Example: Monday.com

• Interactive merchandise tours
• Feature comparison tables
• Customer occurrence stories
• Integration guides

SMB Example: Canva

• Quick characteristic demos
• Simple pricing tables
• User testimonials
• Templates gallery

Step #4: Build Your Proof Foundation

Here's a harsh truth:

Your prospects don't spot your trading claims.

(And why should they?)

That's why you petition rock-solid proof. Here's precisely really to build it.

Customer Results

Don't conscionable opportunity "Our customers emotion us."

Instead, show circumstantial results like:

• "27% summation successful squad productivity"
• "Cut reporting clip from 5 hours to 30 minutes"
• "$50,000 saved successful nan first quarter"

Check retired how Gong does this:

Notice really it leads pinch circumstantial numbers? That's what convinces buyers.

Slack too does an fantabulous business of backing claims pinch stats:

Industry Validation

Third-party validation carries overmuch weight than point you opportunity astir yourself.

For instance, erstwhile Gartner names you a "Leader" successful their Magic Quadrant, that intends overmuch than a 100 self-written blog posts.

Here's what to highlight:

• Analyst recognition: "Named a Leader successful Gartner's Magic Quadrant 3 years running"
• Industry awards: "G2's Best Software Award 2023"
• Independent reviews: "4.8/5 stars from 1,000+ verified customers connected Capterra"
• Market position: "Ranked #1 successful email trading by TrustRadius"

Look how Sundt leverages this:

It showcases its manufacture awards prominently connected its site, proving it's a leader successful construction. This builds instant credibility pinch imaginable clients.

Technical Verification

For B2B buyers, peculiarly successful endeavor deals, method impervious is non-negotiable.

Here's what they petition to see:

• Security certifications: "SOC 2 Type II and ISO 27001 certified"
• Reliability stats: "99.99% uptime complete nan past 12 months"
• Performance data: "50% faster load times than manufacture average"
• Integration proof: "Works pinch 200+ tools, including Salesforce, Slack, and Microsoft 365"

Check retired really Docubee does this:

It displays its accusation badges prominently connected nan homepage, knowing these specifications often make aliases break endeavor deals.

Step #5: Create Killer Comparison Content 

Let's look it: Your prospects are comparing you to competitors anyway.

So why not powerfulness nan narrative?

Here's really to create comparison contented that converts:

First, lead pinch cardinal differentiators. Don't conscionable create characteristic checklists. Instead, point what makes you unique.

Then, usage clear ocular formats. For example:

• Comparison tables
• Feature matrices
• Side-by-side screenshots
• Pricing breakdowns

Here’s a awesome illustration of ClickUp’s comparison chart:

And ever beryllium honorable astir competitor strengths. Acknowledge wherever competitors excel—then show why you're still nan amended premier overall.

Here’s 1 measurement the Semrush squad does this:

It admits erstwhile competitors outperform it, which makes its insights overmuch credible.

Here's point astir group get incorrect astir testimonials:

Generic praise doesn't convert.

Instead, you petition strategical societal impervious that addresses circumstantial purchaser concerns.

Here's really to do it right.

Match Testimonials to Objections

Have prospects worried astir implementation? Show this:

"We were up and moving successful small than 2 days, and their support squad was location each measurement of nan way."

— Sarah Chen, CTO astatine TechStart

Concerned astir ROI? Use this:

"We saw a 156% return connected finance incorrect nan first quarter."

— Mark Thompson, CFO astatine ScaleUp

Place Proof Points Strategically

Don't dump each testimonials successful 1 section.

Instead:

• Put method testimonials adjacent to characteristic descriptions
• Add ROI quotes adjacent pricing sections
• Show implementation stories successful your setup guides

Step #7: Create Multiple Conversion Paths

Most BoFu contented ends pinch a azygous "Contact Sales" aliases “Try Our Demo” button.

Here's nan problem:

Different prospects petition different adjacent steps.

Instead, create aggregate conversion opportunities:

For Technical Evaluators:

• "See really it works" (feature demo)
• "Download API docs" (technical documentation)
• "Start free trial" (hands-on testing)

For Business Decision Makers:

• "Calculate ROI" (value calculator)
• "View pricing" (packages comparison)
• "Book demo" (sales consultation)

For Quick Starts:

• "Try it free" (instant access)
• "Watch speedy tour" (2-minute demo)
• "See examples" (use cases)

Look how HubSpot provides aggregate paths:

It allows visitors to find whether they want to study overmuch aliases get started correct away.

Step #8: Optimize for Search Intent

Here's point astir marketers miss:

BoFu keywords are wholly different from top- and middle-of-the-funnel keywords.

Let maine show you why.

Finding Keywords That Convert

Here's nan concealed to uncovering BoFu keywords: Look for searches that show someone's caller to buy.

These searches typically autumn into 2 categories:

1. Comparison Searches

When group comparison options, they're adjacent to deciding. Look for:

• "[Your product] vs [competitor]" — Like "Mailchimp vs Constant Contact"
• "[Your product] alternatives" — Like "Asana alternatives"
• "Best [product] for [use case]" — Like "best CRM for mini business"

2. Purchase-Ready Searches

These searches show someone's sewage their wallet out:

• "[Product] pricing" — They're checking costs
• "Buy [product]" — They're caller to purchase
• "[Product] plans" — They're comparing options

Want to find these keywords easily?

Open Semrush's Keyword Magic Tool and recreation these steps:

1. Type successful your main merchandise connection (like "email marketing")
2. Click "Advanced Filters"
3. Select "Commercial" nether "Intent"

This shows you keywords from group caller to buy.

Here’s really nan tool’s commercialized intent prime looks:

Then, commercialized intent keywords will look based connected your original hunt term:

Optimizing for BoFu Intent

Now comes nan nosy part: creating contented that matches precisely what BoFu searchers want to see.

Here's really to nail it:

1. Create Detailed Comparison Content

When personification searches for "[Product A] vs. [Product B]," they're successful past determination mode.

These comparison searches are aureate opportunities. Why? Because these group are usually hours (or days) distant from making a purchasing decision.

Here's precisely what your comparison contented needs:

• Side-by-side characteristic analysis: Show precisely really features stack up, pinch existent screenshots. For example: "Mailchimp's automation builder vs. Constant Contact's workflow editor"
• Real pricing scenarios: Break down costs for different business sizes. Like "Here's what each instrumentality costs for a 10,000-subscriber email list"
• Specific usage cases: Show which instrumentality useful champion for different situations. For instance: "Mailchimp is amended for ecommerce, while Constant Contact shines for nonprofits"
• Switching guides: Include migration tips and devices for group caller to switch
• Support comparison: Compare consequence times, support channels, and customer restitution scores

2. Build Comprehensive Pricing Pages

Here's point astir group miss astir pricing pages: They're not conscionable astir listing prices. They're astir justifying value.

So, spot these elements:

• Clear pricing tables: Show each costs upfront. No hidden fees aliases "contact us" mysteries.
• Package comparisons: Highlight which features matter astir for different business sizes
• ROI examples: Show existent numbers. Like "Companies typically prevention $2,000/month pinch our endeavor plan."
• Hidden costs alerts: Be upfront astir further costs for illustration setup fees aliases usage limits
• Competitor context: Show why your pricing makes consciousness successful nan market

Look really HubSpot structures its pricing page:

It breaks down precisely what you get astatine each tier, pinch clear CTAs for different purchaser types.

3. Make Your Content Backlink-Worthy

Backlinks are for illustration votes of confidence. Search engines usage these votes (and various different factors) to find which contented to show first successful hunt results.

But here's nan challenge:

Most sites won't nexus to promotional content. That's why you petition to make your BoFu pages link-worthy.

Here's precisely really to do it:

• Include original research. Run surveys, analyse data, aliases behaviour experiments. For example, "We analyzed 500 SaaS pricing pages and recovered that 67% relationship monthly plans."
• Create elaborate comparison tables. Build wide resources that comparison aggregate solutions. These spell go-to reference points that different sites want to nexus to.
• Add downloadable resources. Create templates, worksheets, aliases calculators that lick circumstantial problems. These applicable devices group propulsion links.
• Feature maestro quotes. Include insights from manufacture leaders. This adds credibility and encourages experts to banal and nexus to your content.

Check retired our line connected building backlinks for overmuch strategies.

4. Nail Technical SEO

Technical SEO ensures hunt engines tin find, understand, and rank your BoFu contented properly.

Here's what you petition to optimize:

• Mobile-friendly design: Your pages must activity perfectly connected phones and tablets. Google chiefly uses mobile versions for ranking.
• Fast loading speed: Aim for nether 3 seconds. Slow pages termination conversions and wounded rankings.
• Simple website addresses: Make your page URLs (the matter successful your browser's reside bar) easy to read. For example, usage "yourwebsite.com/pricing" alternatively of "yourwebsite.com/p?id=12345." This helps immoderate group and hunt engines understand what nan page is about.
• Website labels: Add emblematic labels (called "schema markup") that show Google what each page is about—like "This is simply a pricing page" aliases "This is simply a merchandise comparison." Most website builders tin adhd these automatically.
• Easy-to-navigate website: Organize your important pages logically. Put links to pricing, features, and comparison pages successful evident places for illustration your main menu. Don't hide these pages dense successful your website wherever visitors personification to click aggregate times to find them. Think of it for illustration a well-organized store—you want your champion products beforehand and center, not hidden successful nan back.

Not judge wherever your pages stand? Run a free Site Audit to find issues to fix.

Step #9: Track What Actually Works

BoFu contented has 1 superior goal: driving conversions.

Without clear metrics, you won't cognize if your contented is really working. Let's look astatine nan cardinal metrics you should track:

The cardinal is connecting contented engagement to existent income outcomes.

How to Track Your BoFu Content Performance

BoFu contented has 1 superior goal: driving conversions.

Without clear metrics, you won't cognize if your contented is really working. Let's look astatine nan cardinal metrics you should measurement and how.

Step 1: Set Up Basic Conversion Tracking

First, you petition to measurement nonstop conversions from your BoFu content. This tells you precisely really galore visitors return action aft reference your content.

What to track:

• Form submissions (like demo requests)
• Free proceedings signups
• Direct purchases
• PDF downloads

Why it matters: These numbers show you which BoFu contented really drives revenue. For example, you mightiness find your pricing comparison page drives 3x overmuch proceedings signups than your features page.

Here's really to group this up:

1. Open Google Analytics
2. Go to Admin → Goals → Create New Goal
3. Select "Custom" extremity type
4. Name it (like "Demo Requests")
5. Add nan convey you page URL arsenic nan destination

Step 2: Monitor Content Engagement

Next, you petition to understand really group interact pinch your BoFu contented earlier they convert.

What to track:

• Time spent connected pages
• Scroll grade (how acold group read)
• CTA click rates
• Return sojourn frequency

Why it matters: These signals thief foretell early conversions. High engagement usually intends overmuch income later.

Here's really to group it up:

1. Log into Semrush
2. Create a caller task for your website
3. Go to Position Tracking
4. Add your BoFu keywords
5. Set up play email alerts

Step 3: Watch User Behavior

Now you petition to spot precisely really group interact pinch your BoFu pages.

What to track:

• Mouse movements
• Click patterns
• Scroll behavior
• Form interactions

Why it matters: This shows you wherever group get stuck aliases confused. For example, group mightiness wantonness your pricing page correct earlier nan CTA.

Here's really to do it:

1. Install Hotjar connected your BoFu pages
2. Create heatmaps for pricing pages
3. Set up scroll tracking
4. Record personification sessions

Step 4: Connect to Sales Data

Finally, nexus your contented to existent revenue.

What to track:

• Content powerfulness connected deals
• Days to purchase
• Average woody size
• Content-attributed revenue

Why it matters: This shows which BoFu contented really makes money. You mightiness find your suit studies thrust bigger deals than your comparison pages.

Here's nan setup:

1. Add UTM parameters to BoFu content
2. Tag leads by contented guidelines successful your CRM
3. Create a "Content Influence" field
4. Track days from contented position to close

Start Creating BoFu Content That Converts

Creating high-converting BoFu contented isn't rocket science.

Start pinch conscionable 1 piece—maybe a comparison page for your astir celebrated merchandise aliases a elaborate suit study of your champion customer story. Make it astonishing by focusing connected circumstantial results and addressing existent purchaser concerns.

Track everything, study what works, and usage those insights to amended your adjacent piece. Before you cognize it, you'll personification a complete BoFu contented strategy driving existent results.

Need thief hunt your contented performance? Try Semrush's Position Tracking instrumentality free for 14 days: