BOFU Keywords: Drive Conversions With Bottom-Funnel SEO

Remember, it’s okay if competitors win in some areas; your product’s advantages should be relevant to your persona. You might use these on a dedicated testimonials page, product page, pricing page or other pages designed to convert. Ideally, by offering them the previous information they needed, you’ve already forged a relationship with this person and they’re more likely to choose your brand. At this sales funnel stage, your buyer understands their problem, has selected their solution, and is now looking for a particular product.

• This makes lead nurturing and understanding sales funnel stages essential to sales conversion.
• Product pages, case studies, trials and demos, and competitor comparisons are all examples of BOFU content.
• With enough practice, you could transform buyers into enthusiastic brand evangelists who will help spread the message of your offerings and create an organic cycle of new customers.

This content offers product or brand information they want and the push they need to make a purchase. BOFU content (also called bottom-of-funnel content) targets prospective buyers near the end of the customer journey. Make it amazing by focusing on specific results and addressing real buyer concerns. You might find your case studies drive bigger deals than your comparison pages.

That’s how B2B differs from B2C—the language is more focused on finding an immediate, and case-specific, solution. Notice how B2B searches tend to be more specific about the inventory and solution type? At the BOFU stage, users (aka potential customers) are ready to make a decision.

BoFu marketing tactics

Jane Cozens is a content strategist and SEO writer trusted by brands like Anodot, Mic Drop Workshop, and Sleep Advisor. Link to it from your TOFU and MOFU content, and make sure visitors can explore deeper if they’re not quite ready to act. Measure conversions, UTM-tagged actions, goal completions in GA4, and CRM attribution to prove ROI. Elements such as testimonials, star ratings, certifications, and transparent pricing help reduce hesitation and build buyer confidence.

Why is BOFU important?

Content worth gating bofu includes implementation guides, whitepapers, and ebooks. By offering valuable resources that prospects will happily trade their contact info for. For example, add an implementation roadmap to your pricing page.

At this point your potential customers know you and are comfortable engaging one-on-one. Use gated offers and consider using smart content to tailor information to a prospect’s interests and build your credibility. Once a lead converts on an initial ToFu content offer, they'll progress into the MoFu stage.

Despite this initial progress, the product page started to slip in rankings after a little while. “The updating of the above landing page bore SEO fruit as we started ranking even #1 at one point for the keyword "law firm SEO agency,” said Chintan. This may suggest split intent — some searchers are looking to buy, while others are evaluating their options of whether to choose an agency or try to implement solutions in-house. The first four results in the SERPs are all advertisements, which suggests that this is a transactional (BoFU) keyword. “I start most of my content strategies by targeting bottom funnel keywords. His team follows a framework of “pain point keywords”—questions that prospects have when trying to solve a specific problem.

BOFU: Bottom of the Funnel

How buyers move through the funnel is different today, so marketers have adapted the TOFU, MOFU, BOFU model. The funnels that sellers and brands have come to trust and love go back to 1898, when its core structure was introduced in the AIDA model, developed by sales guru Elias St. Elmo Lewis. Rather than forcing potential customers through a pre-set journey, the focus is on creating content and experiences that support buyers across every stage, no matter where they enter. Now it’s time for you to embrace the power of TOFU, MOFU, and BOFU, and empower your marketing and sales efforts to reach new heights!

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Take them seriously in return by tailoring your content to their specific needs and concerns. At this stage in the buying process, the buyer is very serious about making a decision. Take a look at these 6 pricing page examples to help you land more sales. You can see we’ve done all these things on OptinMonster’s pricing page. The best pricing pages show how each plan can suit different types of customers, different budget levels, or different use cases. The pricing page is often the very last page a prospect sees before deciding whether to buy.

Once you understand what BOFU intent looks like in a SERP, the next step is to find keywords that match it. You search “best web design agency for small businesses,” and the SERP is packed with paid ads, portfolio pages, pricing CTAs, and review site listings. And terms such as “best tool for specific audience” signal niche-specific purchase readiness. For BOFU queries, the SERP often features content tailored for individuals ready to take the final step, such as comparing tools, checking pricing, or contacting a sales team. But with the right tools and behavioral cues, they’re easy to find, and you can start benefiting from them ASAP. Use benefit-driven language and strong verbs that match the action you want people to take, like “Try free,” “Compare now,” or “Book your demo.”