How to Turn Prospects Into Customers

Want to know the secret to higher conversion rates?

It’s mastering your bottom-of-funnel (BoFu) content strategy.

Here’s proof: SurveyMonkey generates $200 million in annual revenue from their BoFu pages alone.

The best part? You can copy their approach.

In this guide, you’ll learn exactly how to create BoFu content that converts, including:

• Real examples from successful companies
• Step-by-step processes you can follow
• Common mistakes to avoid (and how to fix them)
• Tools to measure your success

Let’s dive in.

What Makes BoFu Content Different?

Most content marketers focus on getting more traffic.

Big mistake.

Instead, you need content that converts the traffic you already have. That’s where BoFu content comes in.

Think of it this way:

Your marketing funnel has three main stages:

1. Top (ToFu): Educational content that builds awareness (“What is project management?”)
2. Middle (MoFu): Solution-focused content that shows options (“Best project management approaches”)
3. Bottom (BoFu): Decision content that drives purchases (“Monday.com vs. Asana comparison”)

Here’s an example of a SaaS funnel (because every industry looks a little different):

BoFu content is different because it’s designed for people who are ready to buy.

These visitors:

• Know exactly what problem they need to solve
• Have researched different solutions
• Are actively comparing options
• Just need that final push to purchase

The key difference? While other content educates and informs, BoFu content closes deals. It’s your last chance to show prospects why they should choose you over the competition.

Signals Strong Purchase Intent

Here’s something most people don’t realize: BoFu visitors use completely different search terms than other prospects.

Let me show you:

Someone searching “what is a survey?” is at the top of the funnel. They’re just learning.

But check this out:

Someone searching “SurveyMonkey vs. Typeform pricing” is ready to make a buying decision.

See the difference?

BoFu searches often include terms like:

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

Contains Direct Calls to Actions

Here’s another key difference: BoFu content always shows visitors exactly what to do next.

Instead of vague “Learn More” buttons, you’ll see specific actions like:

• “Start your free trial”
• “Book a demo”
• “View pricing plans”

Check out how MailerLite does this on their comparison page:

Notice how it leads with a clear “Sign up free” CTA? That’s no accident.

Breaks Down Competitive Differences

BoFu content isn’t about high-level overviews.

Instead, you need to get specific about:

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

Here’s a perfect example from MailerLite:

See how it breaks down exactly what you get with each plan? That’s what BoFu visitors need to make a decision.

Connects Problems to Solutions

Here’s what separates good BoFu content from great BoFu content:

The ability to match specific problems with exact solutions.

Let me show you what I mean:

Bad BoFu content says: “Our project management tool helps teams work better.”

Great BoFu content says: “Our automated workflow templates save project managers five hours per week on task management.”

See the difference?

Check out how Sastrify does this:

It doesn’t just say, “We help with procurement.” Instead, it shows exactly how much time teams save: 653 hours per year on software purchasing.

How to Create BoFu Content That Converts

Ready to create BoFu content that actually drives sales?

Perfect.

I’ll show you exactly how to do it, step by step.

Step #1: Map Your Customer’s Decision Points

Some companies create BoFu content around what they want to say.

This isn’t a good idea.

Instead, you must address what your customers need to know before buying.

Here’s how to find those decision points:

1. Talk to your sales team. They hear customer questions every day. Ask them:

• What objections come up most often?
• Which features do prospects care about most?
• What competitor comparisons do they request?

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

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

3. Study review sites. Check G2, Capterra, or industry-specific review sites to find:

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

Now, turn these insights into action:

First, create a decision matrix. Map each sales objection to a specific product feature and a supporting benefit. 

For example: “Reports take too long” → “Automated dashboard builder” → “Cuts reporting time by 83%”. 

This becomes your content blueprint.

Next, build your content frameworks. 

Create templates for comparison pages, objection-handling guides, and feature showcases. Focus on benefits over specs, and make sure each piece addresses specific customer concerns.

Finally, plan your content journey. 

Map different content types to each buying stage (like comparison charts for research, case studies for validation, demos for decisions), then create clear paths between pieces.

Here’s what your decision matrix might look like for a B2B SaaS product:

Customer Decision Point	Product Feature	Benefit	Content Type
“Is it worth the price?”	Automated reporting	Saves 20 hours/month on reporting	ROI calculator, pricing comparison
“Will it integrate with our tools?”	API & native integrations	Works with 200+ apps	Integration guide, tech specs
“Is it secure enough?”	Enterprise security	SOC 2 Type II certified	Security whitepaper
“How long to implement?”	No-code setup	Average 2-day implementation	Setup guide, case study

Use this template to map your customer decision points to specific features, proof points, and content types. 

The key is ensuring every major customer concern has corresponding content backed by concrete evidence.

Step #2: Set Up Your Content Distribution Plan

Creating great BoFu content is only half the battle.

You also need to get that content in front of prospects at the right time and in the right places.

Here are several ideas.

Use Multiple Contact Points

How often have you made a purchase the first time you land on a brand’s website? The odds are slim to none.

Once someone finds your brand, you need to keep them engaged.

Here’s how:

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

The key? Multiple touchpoints with consistent messaging across every channel.

Think about it like this: A prospect might start with your comparison blog post, then join your email list, watch a demo video, and finally book a call with sales.

Sales tool Apollo.io nails this.

It uses a combination of free training videos, webinars, and blog posts to share engaging BoFu content for salespeople.

All of the content leads to either a free account or signing up for the email list to deepen the relationship.

Gate Strategic Content

Use gated content to identify serious buyers. 

How? By offering valuable resources that prospects will happily trade their contact info for.

Someone downloading your detailed pricing comparison or ROI calculator is probably closer to buying than someone just browsing your blog.

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

Check out Apollo.io’s approach:

It partnered with top salesperson Samantha McKenna to create a 37-minute video course on cold emails. Halfway through, viewers need to enter their email to continue watching.

This approach is brilliant for two reasons:

1. It proves the viewer is engaged (They’ve watched half the training.)
2. It captures leads at their peak interest in sales techniques

Perfect BoFu timing.

Turn Content Into Sales Enablement

Did you know your BoFu content can double as sales collateral?

For example:

• Turn comparison blog posts into battle cards
• Convert case studies into presentation slides
• Transform feature guides into demo scripts

Step #3: Choose the Right BoFu Format

Different buying decisions need different content types.

Here’s what works best for each situation:

Here’s how different companies nail their BoFu formats:

Enterprise Example: Salesforce

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

Mid-Market Example: Monday.com

• Interactive product tours
• Feature comparison tables
• Customer success stories
• Integration guides

SMB Example: Canva

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

Step #4: Build Your Proof Foundation

Here’s a harsh truth:

Your prospects don’t trust your marketing claims.

(And why should they?)

That’s why you need rock-solid proof. Here’s exactly how to build it.

Customer Results

Don’t just say “Our customers love us.”

Instead, show specific results like:

• “27% increase in team productivity”
• “Cut reporting time from 5 hours to 30 minutes”
• “$50,000 saved in the first quarter”

Check out how Gong does this:

Notice how it leads with specific numbers? That’s what convinces buyers.

Slack also does an excellent job of backing claims with stats:

Industry Validation

Third-party validation carries more weight than anything you say about yourself.

For instance, when Gartner names you a “Leader” in their Magic Quadrant, that means more than a hundred self-written blog posts.

Here’s what to highlight:

• Analyst recognition: “Named a Leader in 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 on Capterra”
• Market position: “Ranked #1 in email marketing by TrustRadius”

Look how Sundt leverages this:

It showcases its industry awards prominently on its site, proving it’s a leader in construction. This builds instant credibility with potential clients.

Technical Verification

For B2B buyers, especially in enterprise deals, technical proof is non-negotiable.

Here’s what they need to see:

• Security certifications: “SOC 2 Type II and ISO 27001 certified”
• Reliability stats: “99.99% uptime over the last 12 months”
• Performance data: “50% faster load times than industry average”
• Integration proof: “Works with 200+ tools, including Salesforce, Slack, and Microsoft 365”

Check out how Docubee does this:

It displays its security badges prominently on the homepage, knowing these details often make or break enterprise deals.

Step #5: Create Killer Comparison Content 

Let’s face it: Your prospects are comparing you to competitors anyway.

So why not control the narrative?

Here’s how to create comparison content that converts:

First, lead with key differentiators. Don’t just create feature checklists. Instead, highlight what makes you unique.

Then, use clear visual formats. For example:

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

Here’s a great example of ClickUp’s comparison chart:

And always be honest about competitor strengths. Acknowledge where competitors excel—then show why you’re still the better choice overall.

Here’s one way the Semrush team does this:

It admits when competitors outperform it, which makes its insights more credible.

Step #6: Add Strategic Social Proof

Here’s something most people get wrong about testimonials:

Generic praise doesn’t convert.

Instead, you need strategic social proof that addresses specific buyer concerns.

Here’s how to do it right.

Match Testimonials to Objections

Have prospects worried about implementation? Show this:

“We were up and running in less than 2 days, and their support team was there every step of the way.”

— Sarah Chen, CTO at TechStart

Concerned about ROI? Use this:

“We saw a 156% return on investment within the first quarter.”

— Mark Thompson, CFO at ScaleUp

Place Proof Points Strategically

Don’t dump all testimonials in one section.

Instead:

• Put technical testimonials next to feature descriptions
• Add ROI quotes near pricing sections
• Show implementation stories in your setup guides

Step #7: Create Multiple Conversion Paths

Most BoFu content ends with a single “Contact Sales” or “Try Our Demo” button.

Here’s the problem:

Different prospects need different next steps.

Instead, create multiple conversion opportunities:

For Technical Evaluators:

• “See how 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 quick tour” (2-minute demo)
• “See examples” (use cases)

Look how HubSpot provides multiple paths:

It allows visitors to decide whether they want to learn more or get started right away.

Step #8: Optimize for Search Intent

Here’s something most marketers miss:

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

Let me show you why.

Finding Keywords That Convert

Here’s the secret to finding BoFu keywords: Look for searches that show someone’s ready to buy.

These searches typically fall into two categories:

1. Comparison Searches

When people compare options, they’re close 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 small business”

2. Purchase-Ready Searches

These searches show someone’s got their wallet out:

• “[Product] pricing” — They’re checking costs
• “Buy [product]” — They’re ready to purchase
• “[Product] plans” — They’re comparing options

Want to find these keywords easily?

Open Semrush’s Keyword Magic Tool and follow these steps:

1. Type in your main product term (like “email marketing”)
2. Click “Advanced Filters“
3. Select “Commercial” under “Intent”

This shows you keywords from people ready to buy.

Here’s how the tool’s commercial intent filter looks:

Then, commercial intent keywords will appear based on your original search term:

Optimizing for BoFu Intent

Now comes the fun part: creating content that matches exactly what BoFu searchers want to see.

Here’s how to nail it:

1. Create Detailed Comparison Content

When someone searches for “[Product A] vs. [Product B],” they’re in final decision mode.

These comparison searches are golden opportunities. Why? Because these people are usually hours (or days) away from making a purchasing decision.

Here’s exactly what your comparison content needs:

• Side-by-side feature analysis: Show exactly how features stack up, with real 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 tool costs for a 10,000-subscriber email list”
• Specific use cases: Show which tool works best for different situations. For instance: “Mailchimp is better for ecommerce, while Constant Contact shines for nonprofits”
• Switching guides: Include migration tips and tools for people ready to switch
• Support comparison: Compare response times, support channels, and customer satisfaction scores

2. Build Comprehensive Pricing Pages

Here’s something most people miss about pricing pages: They’re not just about listing prices. They’re about justifying value.

So, include these elements:

• Clear pricing tables: Show all costs upfront. No hidden fees or “contact us” mysteries.
• Package comparisons: Highlight which features matter most for different business sizes
• ROI examples: Show real numbers. Like “Companies typically save $2,000/month with our enterprise plan.”
• Hidden cost alerts: Be upfront about additional costs like setup fees or usage limits
• Competitor context: Show why your pricing makes sense in the market

Look how HubSpot structures its pricing page:

It breaks down exactly what you get at each tier, with clear CTAs for different buyer types.

3. Make Your Content Backlink-Worthy

Backlinks are like votes of confidence. Search engines use these votes (and various other factors) to decide which content to show first in search results.

But here’s the challenge:

Most sites won’t link to promotional content. That’s why you need to make your BoFu pages link-worthy.

Here’s exactly how to do it:

• Include original research. Run surveys, analyze data, or conduct experiments. For example, “We analyzed 500 SaaS pricing pages and found that 67% offer monthly plans.”
• Create detailed comparison tables. Build comprehensive resources that compare multiple solutions. These become go-to reference points that other sites want to link to.
• Add downloadable resources. Create templates, worksheets, or calculators that solve specific problems. These practical tools naturally attract links.
• Feature expert quotes. Include insights from industry leaders. This adds credibility and encourages experts to share and link to your content.

Check out our guide on building backlinks for more strategies.

4. Nail Technical SEO

Technical SEO ensures search engines can find, understand, and rank your BoFu content properly.

Here’s what you need to optimize:

• Mobile-friendly design: Your pages must work perfectly on phones and tablets. Google primarily uses mobile versions for ranking.
• Fast loading speed: Aim for under three seconds. Slow pages kill conversions and hurt rankings.
• Simple website addresses: Make your page URLs (the text in your browser’s address bar) easy to read. For example, use “yourwebsite.com/pricing” instead of “yourwebsite.com/p?id=12345.” This helps both people and search engines understand what the page is about.
• Website labels: Add special labels (called “schema markup”) that tell Google what each page is about—like “This is a pricing page” or “This is a product comparison.” Most website builders can add these automatically.
• Easy-to-navigate website: Organize your important pages logically. Put links to pricing, features, and comparison pages in obvious places like your main menu. Don’t bury these pages deep in your website where visitors have to click multiple times to find them. Think of it like a well-organized store—you want your best products front and center, not hidden in the back.

Not sure where your pages stand? Run a free Site Audit to find issues to fix.

Step #9: Track What Actually Works

BoFu content has one primary goal: driving conversions.

Without clear metrics, you won’t know if your content is actually working. Let’s look at the key metrics you should track:

The key is connecting content engagement to actual sales outcomes.

How to Track Your BoFu Content Performance

BoFu content has one primary goal: driving conversions.

Without clear metrics, you won’t know if your content is actually working. Let’s look at the key metrics you should track and how.

Step 1: Set Up Basic Conversion Tracking

First, you need to track direct conversions from your BoFu content. This tells you exactly how many visitors take action after reading your content.

What to track:

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

Why it matters: These numbers show you which BoFu content actually drives revenue. For example, you might find your pricing comparison page drives 3x more trial signups than your features page.

Here’s how to set this up:

1. Open Google Analytics
2. Go to Admin → Goals → Create New Goal
3. Select “Custom” goal type
4. Name it (like “Demo Requests”)
5. Add the thank you page URL as the destination

Step 2: Monitor Content Engagement

Next, you need to understand how people interact with your BoFu content before they convert.

What to track:

• Time spent on pages
• Scroll depth (how far people read)
• CTA click rates
• Return visit frequency

Why it matters: These signals help predict future conversions. High engagement usually means more sales later.

Here’s how to set it up:

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

Step 3: Watch User Behavior

Now you need to see exactly how people interact with your BoFu pages.

What to track:

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

Why it matters: This shows you where people get stuck or confused. For example, people might abandon your pricing page right before the CTA.

Here’s how to do it:

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

Step 4: Connect to Sales Data

Finally, link your content to actual revenue.

What to track:

• Content influence on deals
• Days to purchase
• Average deal size
• Content-attributed revenue

Why it matters: This shows which BoFu content actually makes money. You might find your case studies drive bigger deals than your comparison pages.

Here’s the setup:

1. Add UTM parameters to BoFu content
2. Tag leads by content source in your CRM
3. Create a “Content Influence” field
4. Track days from content view to close

Start Creating BoFu Content That Converts

Creating high-converting BoFu content isn’t rocket science.

Start with just one piece—maybe a comparison page for your most popular product or a detailed case study of your best customer story. Make it amazing by focusing on specific results and addressing real buyer concerns.

Track everything, learn what works, and use those insights to improve your next piece. Before you know it, you’ll have a complete BoFu content strategy driving real results.

Need help tracking your content performance? Try Semrush’s Position Tracking tool free for 14 days: