Back in 2020, everyone was obsessed with TOFU content. The internet was drowning in “What is” blog posts.
➜ “What is a project manager?” “What is mental fitness?” “What is a productivity tracker?”
It was solid brand-building content.
But did it convert? Nah. At least not in the short-term.
Fast-forward to 2026: And we’ve learned a hell of a lot more about what leads to conversions. And that’s content that targets high-intent keywords. You know … the ones that actually pay the bills?
Let’s break this down.
Below, I’ve put together a full-on BOFU guide to help you understand what it is, why it matters, and how to build content that turns traffic into cash.
Time to make that money. 👇
Highlights
Bottom-of-funnel content, or BOFU content, is content that gives people the final information they need to decide if they’re going to buy.
Some BOFU content examples include:
Again, they’re super helpful for prospects who need one final push before pulling the trigger.
BOFU content is built for the bottom of the sales funnel. This is the “purchase” stage. Also called the “decision stage.”
It fits in like this:
Sometimes MOFU and BOFU content look eerily similar. But when MOFU content works well, it naturally leads into BOFU.
Here are the top three benefits of publishing BOFU content:
TOFU content has its place. It’s great for demand generation (aka, brand awareness). And it’s fantastic for long-term brand building.
It also helps leads “enter” your sales funnel.
Many users first learn about brands through a TOFU search. If you’re looking to widen your Total Addressable Market (TAM), TOFU content can help.
Here’s a great TOFU content example by Cymulate. It’s a glossary page about SLAM cybersecurity. (Glossary pages are solid TOFU pieces because they’re highly informative.) 👇
But the problem with focusing mostly on TOFU content is that the people consuming it usually aren’t ready to make a purchase. So if you’re on a mission to generate more sales, TOFU content won’t help you much in the short-term.
But when you create BOFU content, you’re targeting commercial keywords. The ones people search for when they’re ready to buy, compare options, or choose a provider.
➜ In other words, your content reaches people who already have intent and just need a clear reason to pick you.
Even leads who are interested in what you sell can still be on the fence for a bit. Especially if they’re B2B prospects. (B2Bers have boards, stakeholders, and multiple decision-makers they need to clear their purchases with.)
This can unnecessarily extend the buyer’s journey if you do not provide strong BOFU content.
But if you can get them honest product comparisons and case studies that align with their priorities, you can earn more trust.
And then you can …
Leads need to trust your company and product before they’ll invest.
If you’ve proven you can solve their problems better than anyone else, your BOFU content can lead them straight to purchase.
Pipedrive, for example, was already doing well with TOFU and MOFU content. But after expanding their strategy to include more BOFU content, they opened the door to new growth.
Moz reported that this led to a 200% increase in search visibility and a 33% jump in sign-ups. 😲
Now, let’s take a look at how YOU can turn visitors into customers.
Here’s how to create BOFU content that ranks and boosts your conversion rates.
Understand your target audience’s decision-making process first.
Alright, look. We know that modern-day prospects don’t take perfect user journeys. You can’t predict exactly how each prospect will buy. But you can map out potential paths they’ll take, based on pure LOGIC. 😆
➜ I recommend mapping out at least three potential paths per buyer persona.
Again, make it make sense. Put yourself in the driver’s seat. What sales materials would you look at first? In what order?
Interview and survey your current customers to learn what their paths looked like. And look at your competitors for inspo, too. (The ones that target your audience, have a similar product/service, and have a similar authority as you do.)
Here’s a BOFU journey map example in the B2B SaaS space:
As you can tell, each asset answers a specific BOFU question and naturally leads into the next piece of content.
After those questions disappear, the next step naturally becomes conversion. 💪
Zero in on keywords with high intent (like “best [tool] for [pain]”). You’re looking for keywords that your target audience uses when they’re ready or near-ready to buy.
Of these, target the low-competition keywords most relevant to your audience first. These are easier and quicker to rank for.
If you have a lot of high-quality referring domains and well-optimized content, you can also target high competition keywords. SoFi has a very authoritative domain, so they can target pretty much any keyword that’s relevant to their audience.
This product page by SoFi, for instance, is targeting “wedding loans” as its BOFU keyword. This is a high-competition keyword.
If you’re not a boss like SoFi (yet 😉), research semantic keywords if a seed keyword is too competitive for your website.
For instance, some low competition secondary keywords for “wedding loans” include:
You can use whichever SEO tool you prefer to conduct research. Just remember that each tool has its own definition of low-competition scores.But 0-30/40 is usually a safe target.
Wiz took a very interesting route. (You gotta know the rules in marketing before you can break them!) The team created an ultra-in-depth guide to vulnerability management that supports the entire sales funnel.
Specifically, they’re targeting “What is vulnerability management?”
This is a low competition keyword, but it’s also a TOFU keyword. But wait … TOFU’s about information, not sales! In this case, we have a serious cybersecurity topic. Since Wiz stresses the pain and the solution well enough, their content can definitely nudge users along the sales funnel. Plus, they’re another baddie, so they can do whatever they want. 😂
To collect prospects’ email addresses, Wiz included several MOFU CTA buttons on this page. Users can opt in to receive their AWS Vulnerability Management Cheat Sheet — and Wiz will start sending lead-nurturing emails.
They also have BOFU CTAs throughout the page to increase conversion rates. These include:
The page also has a “Pricing” CTA button. This shows up as a fixed button at the top right after you start scrolling down. Pretty cool!
So, yeah. Quite ambitious. But if you’re going to target the whole funnel, and you’re already authoritative, this is the way to do it.
More on CTAs in a bit. 🙂
After you know which keywords you’re targeting …
Choose marketing content types that best support your target audience’s BOFU journeys.
For instance, if you’re marketing a SaaS brand, many users will want to try your product before investing. An interactive product demo is a great stepping stone to a free trial or sales conversation.
(Demoboost is a great interactive demo maker, BTW.)
You should already have a strong list with asset types from when you planned your buyer journeys in Step 1. Build on this if needed. Then, start creating content briefs and assigning deadlines to your writing team.
Here are a few of the most effective BOFU content formats used in B2B marketing:
Case studies/Customer success stories: Show how real companies used your product to solve a problem or reach a goal. E.g., “How uSERP helped monday.com skyrocket its rankings and MRR.”
Comparison pages: Break down two tools side by side so buyers can clearly see which one fits their needs. E.g., “ActiveCampaign vs. HubSpot.”
Product pages: Break down what your product does. Include its key features and the outcomes customers can expect. By customer group, if relevant.
Product list posts: Round up the top tools in a category to help readers narrow their choices. E.g., “Best CRM tools for busy marketers.”
Alternative pages: Help people who are researching other options discover similar tools. E.g., “Top 10 HubSpot Alternatives.”
Service pages: Explain the specific service you offer. Lay out who it’s for and how it solves a clear problem for the buyer.
Jobs-to-be-done content: Walk readers through how to solve a specific problem, with your product involved. E.g., “How to build a project management timeline.”
Pricing pages: Clearly show plan options, pricing structures, and what each tier includes.
➜ Pro-Tip: When you’re ready to publish your BOFU content from Google Docs to WordPress or HubSpot, use Wordable. It’ll save you hours each week. And it’s super affordable!
Once your BOFU assets are in place, the next step is to connect them so prospects naturally move from one resource to the next. Each page should guide readers forward with internal links and clear calls to action that align with what they’re likely to think about next.
When done well, this creates a smooth path from research to purchase. ☑️
Take a look at this service page by Beaches of Normandy Tours, for example:
At the top, it describes its tour to World War II Germany and Poland for interested travelers. It also includestwo relevant CTAs:
These are spots the eye naturally gravitates to.
And the text makes sense, too. Travelers look at dates and prices when they’re interested in booking vacations. (And obviously every vacationer who’s ready to buy loves a good discount.)
Further down, after listing the itinerary, there’s also a dedicated dates and prices section. And “Get a quote” CTA buttons. This gives leads a further nudge to book their trips! ✈️
When it comes to your CTA text, I highly recommend A/B testing. It’s such an easy way to spot better-converting buttons.
For example, if you want site visitors to book a call, you might test text options like:
This could lead to a contact form that automatically gets sent to your sales team after it’s submitted. Or to your calendar booking tool.
If you want them to book a demo, you might test:
This would either lead to your contact form, so sales can schedule the demo. Or straight into an interactive demo video.
If you want them to subscribe to a free plan, you might test:
This would lead them straight into the free trial plan after signing up.
Make sure to also A/B test your CTA placement, button size, colors, and even button shape. (Yeah, it can make a difference.)
You can also test dual CTAs, like “Subscribe Now” and “Buy this course,” to target users in different funnel stages. This doesn’t always work well because there’s no direct path. But for brands with many MOFU and BOFU users, it can help them convert both.
After you’ve published your content, chosen the best CTAs, and interlinked everything properly, you’ve officially fed your sales pipeline. Now sit back, relax, and watch the sales roll in. 😎
Oh, and don’t forget to take good care of your BOFU leads. They’ll stick with you for years to come if you’re a reliable partner/product/service!
PS: Track what works. And do more of that.
➜ And if you haven’t tried Wordable yet, what are you waiting for? Choose a Wordable plan now.
What does BOFU stand for?
BOFU stands for “bottom of the funnel.” It refers to the stage where prospects are ready to make a purchasing decision.
What are examples of BOFU content?
Common examples of BOFU Content include pricing pages, product demos, comparison pages, case studies, and product or service pages.
Why is BOFU content important for conversions?
BOFU content answers the final questions buyers have before making a purchase. When those questions get resolved, prospects feel confident moving forward with a purchase.
Remember to: Map the buyer journey, create decision-stage content, and guide prospects with clear CTAs. Do that well, and your content will turn visitors into customers.