Bottom of the Funnel Content: What Is BOFU Content & How To Create It (8 Examples)

As a content writer at OptinMonster, I create content for every stage of the marketing funnel: Top-of-Funnel (TOFU), Middle-of-Funnel (MOFU), and Bottom-of-Funnel (BOFU). But when it comes to driving actual conversions, BOFU content is where the magic happens.

BOFU content targets leads who are ready to make a purchase. It’s designed to overcome final objections, emphasize your product’s unique value, and guide prospects toward that crucial decision to buy. Done right, it doesn’t just boost sales. It builds lasting trust and loyalty.

Having worked on multiple BOFU strategies, I’ve seen how powerful this type of content can be. In this guide, I’ll share actionable insights to help you create BOFU content that converts leads into loyal customers.

• What is BOFU Content?
• How to Create BOFU Content
• 8 Types of BOFU Content
  1. Case Studies
  2. Reviews and Testimonials
  3. Product Alternatives
  4. Competitor Comparison
  5. Use Cases
  6. Webinars
  7. Product Demo Videos
  8. Pricing Page
• Best Practices for Creating BOFU Content

What is BOFU Content?

Bottom-of-the-funnel (BOFU) content is designed to persuade leads to take the final step: making a purchase. It’s the content that directly addresses your audience’s last-minute concerns, reinforces the value of your product, and helps them feel confident in their decision to buy.

But here’s the thing: BOFU content isn’t just about selling. It must still provide value by answering questions, removing objections, or making the buying process easier. When done right, BOFU content doesn’t feel pushy; instead, it feels like a trusted guide helping prospects cross the finish line.

The Content Funnel Explained

The “funnel” in BOFU refers to the marketing and sales funnel that businesses use to understand customer journeys. Here’s a quick breakdown:

• Top-of-the-Funnel (TOFU): Builds awareness of the problem.
• Middle-of-the-Funnel (MOFU): Highlights possible solutions.
• Bottom-of-the-Funnel (BOFU): Focuses on why your product is the best solution.

Think of the funnel as a narrowing process. At the top, you have a large audience exploring their options. By the time they reach the bottom, these leads are fewer in number but much more qualified. They’re researching specific products and are ready to make a decision.

How to Create BOFU Content

In order to create BOFU content, you must understand the buyer’s journey in great detail. What problem are they trying to solve? Where do they look for solutions? How do they make a decision?

To figure out your content ideas and messaging, we suggest conducting customer research. Speak to your past and current customers to understand their thought process and pain points. It’s also a good idea to ask customers who considered buying but didn’t. This is also a good way to try and recover some of those lost customers.

Here are some questions you can ask as you shape your marketing strategy:

• What problem were you trying to solve?
• What else did you try?
• How well did the other solutions work?
• What would you have liked to be different about the other solutions?
• For existing customers: What tipped you over into buying our product or service?
• For visitors who didn’t end up buying: What kept you from buying our product or service?

With this in-depth customer data, you’ll be able to produce the right content to persuade qualified leads to take the next step.

In the next section, we’ll go over specific tips for different types of content for the bottom of the funnel.

8 Types of Bottom Funnel Content (& How to Write Them)

1. Case Studies

Case studies are detailed customer success stories that show how your product or service helped someone overcome a challenge and achieve their goals. Case studies are particuarlu effective at the bottom of the funnel because they provide concrete evidence of your product’s value. That evidence can give your leads the final incentive to buy.

Why BOFU Case Studies Work

Case studies go beyond simple testimonials by diving into the customer’s journey. They highlight the problem your customer faced, the solution your product provided, and the measurable results they achieved. 

People love to hear stories, especially if they can relate to the “main character.” When writing case studies, make the customer the hero. Your brand is the sidekick or wise mentor who helped them find their way.

How to Write a Case Study:

1. Find a customer to feature who fits one of your buyer personas.
2. Gather any data you have about this customer’s results.
3. Interview the customer about their experience. You can use the customer research questions we mentioned in the previous section.
4. Write up the case study. Make sure to include the challenge, solution, and results.
5. Include a compelling headline that emphasizes the customer profile and a specific result they achieved.

Here are some examples from our case study library:

• How Storyly Increased Conversions by 80% With Exit-Intent® and Content-Gating
• How Nick Gray Increased Conversions by up to 1000% With Smart Opt-in Popups
• How PodBike Gets 18.22% More Email Subscribers with GeoTargeting
• How Human Food Bar Gets 1800+ Signups Per Month With OptinMonster

2. Reviews and Testimonials

Reviews and testimonials are forms of social proof that can influence buyers at every stage of their journey. Reviews typically offer an opinion about a product or service, while testimonials are personal recommendations. Both reassure potential customers that others have already made, and benefited from, the purchase.

Why Reviews and Testimonials Work

Think about shopping on Amazon. You likely check how many reviews a product has and its overall rating before buying. That’s the power of reviews: they provide validation from other customers and guide buying decisions. Testimonials work similarly, offering personal stories that emphasize trust and satisfaction.

To maximize their impact, feature reviews and testimonials across your website, such as landing pages, product pages, blog posts, and even popups. They not only build trust but can also enhance visibility, as ratings and reviews often appear in search engine results.

Pro Tip: If a review stands out as especially detailed or impactful, reach out to the customer for permission to develop it into a full case study.

How to Ask for Testimonials, Reviews, and Ratings:

1. Reach out at the right time. This may not be immediately after purchase but after they’ve had time to see results.
2. Deliver value before you ask. If someone brings up an issue, resolve it first before requesting a testimonial or review.
3. Offer an incentive for customer feedback.
4. Ask the right questions so it’s easy for the customer to answer.
5. Reach out on different channels, such as email, social media, on-page popups, and more.
6. For software products, publish your brand on external review sites like G2, Product Hunt, Capterra. This can help bring in organic traffic.

3. Product Alternatives

Writing “alternatives” content is a smart way to attract SEO traffic and connect with prospects actively evaluating solutions. For example, potential customers often search terms like “OptiMonk alternatives” or “Elementor alternatives” to ensure they’re choosing the best product for their needs.

Why Product Alternative Pages Work

Alternatives pages let you attract traffic from people searching for similar products to your competitors’. Then, you can high your product’s unique strengths over that competitor.

How to Write an Alternatives Page:

1. Choose a popular competitor. You can use search traffic metrics to guide this decision.
2. Identify the features, use cases, and results that this product lacks, but that your product delivers.
3. Write a review for the competitor, emphasizing what your product offers that they don’t.
4. Repeat the process for similar products. Be sure to consider indirect competitors as well as direct competitors.
5. Position your product as the best alternative for your target market, and include a call to action (CTA) to try it out.

4. Competitor Comparison

A competitor comparison is like a targeted version of the alternatives page. Instead of showcasing a variety of options, you’re taking a closer look at one specific competitor.

Why Competitor Comparisons Work

Competitor comparisons meet a similar search intent as the alternatives page. People who are searching for terms like “OptinMonster vs. Sumo” or “OptinMonster vs Bloom” are likely to be considering both options. Once they decide which one is better, they’re probably ready to make a purchase.

Your goal with a competitor comparison is to communicate your uniquevalue proposition (UVP). In other words, what makes your product different from everyone else?

Once your reader understands your UVP, they can decide if your product is exactly what they’re looking for.

How to Write a Competitor Comparison:

1. Pick a popular competitor. This can be a direct or indirect competitor.
2. Identify your unique value proposition compared to this competitor.
3. Choose the features, performance metrics, or use cases that you want to compare. Ideally, choose the ones your ideal customer cares about most.
4. Review the competitor product in comparison to yours. Be fair and honest to maintain your credibility.
5. If you can, create a comparison table or infographic that’s easy to scan. Save the details for the body of the page.
6. Write a conclusion that points to your product as the winner.

5. Use Cases

Your potential customers probably don’t know all the features of your product, and they honestly may not care that much. What they care about is solving the problem they have. This is where use case content can help.

Why BOFU Use Cases Work

A use case is an explanation of how your product features can help a specific type of user. For example, we have different solution pages about:

• OptinMonster for eCommerce
• How to Use OptinMonster to Reduce Cart Abandonment
• OptinMonster for Agencies

Additionally, many of our feature pages include specific use cases for each feature. You can write use cases based on needs, industry, customer type, and other variables.

Use cases help customers understand how all the different features can benefit them. They do this by creating a mental picture of what using the product might actually look like for that customer.

How to Write a Use Case:

1. Choose one of your ideal customer profiles to focus on.
2. Identify what benefits that customer needs the most and why.
3. Select the product features that provide those benefits.
4. Explain how each feature delivers the benefits your customer needs.
5. Show how your product can help the customer.

6. Webinars

Webinars are an excellent lead generation strategy at the bottom of the funnel. You can use webinars to educate your target audience and invite them to become your ideal customer.

Why BOFU Webinars Work

There’s nothing better than seeing a product in action. Physical products can be shown off from different angles and in different situations. Digital products can be demonstrated live, or pre-recorded based on the most common questions and scenarios.

Webinars offer the chance to interact with your sales team in a more engaging way than email or even live chat. This can build a stronger customer relationship before and after the sale.

How to Sell Anything With Webinars:

1. Identify the solution you want to help customers with on the webinar. They’re not signing up for a sales pitch. They want to learn something and solve a problem.
2. Focus on a single topic, not everything that your product or service could possibly do.
3. Set a date and promote the webinar on your email list, sites like LinkedIn, and of course, on your own website.
4. Set aside time for questions at the end or throughout the webinar. This is where the high-value interactions take place.
5. Optionally, include special offers at the end of the webinar to thank participants for attending and motivate them to purchase.

Check out our free webinar about growing your email list fast!

7. Product Demo Videos

In addition to live webinars, consider making a video tutorial or demonstration. Customers often use YouTube as a search engine now, and video content often converts very well.

Why BOFU Product Demo Videos Work

A customer who’s searching for “OptinMonster demo” or “SeedProd overview” already knows about your product and wants to see it in action before making a purchase decision. These high-intent searches are an excellent opportunity to show off your product’s features. You can demonstrate physical goods, SaaS products, or other digital downloads.

How to Make a Product Demo Video:

1. Pick a process or feature to demonstrate. Search term traffic can help you identify popular terms that customers are interested in.
2. Use a camera or screen-recording software to record yourself demonstrating the product. Make sure to mention the benefits as well as the features.

8. Pricing Page

Don’t forget the pricing page, which is one of the most viewed pages on any website. Don’t waste the opportunity to convert high-intent customers!

Why Pricing Pages Matter for BOFU Conversions

The pricing page is often the very last page a prospect sees before deciding whether to buy. These customers don’t just want to know the price. What they really want to know is, “What do I get for this price?”

The best pricing pages show how each plan can suit different types of customers, different budget levels, or different use cases.

A pricing table can lay all this information out in a way that’s easy to understand.

How to Create a Pricing Page:

1. Put the prices in a high-visibility spot, above the fold. Users who can’t find this information quickly will leave instead of hunting for it.
2. Show the best option for different kinds of customers, such as startups, enterprise, and other groups.
3. Highlight the most popular option to draw attention to it.
4. Include a clear call to action.
5. Remind the user of the benefits they can gain.
6. Use social proof like testimonials, user numbers, and reviews.

You can see we’ve done all these things on OptinMonster’s pricing page.

Want more inspiration? Take a look at these 6 pricing page examples to help you land more sales.

Best Practices for Creating Bottom-of-the-Funnel Content

Regardless of the BOFU content types you decide to create, we recommend these best practices for your content strategy.

Focus on One Buyer Persona

At this stage in the buying process, the buyer is very serious about making a decision. Take them seriously in return by tailoring your content to their specific needs and concerns.

Don’t try to write a white paper or case study that every possible customer will find interesting. That’s just not possible, and you’ll end up with boring, generic content that no one cares about.

Instead, focus each piece of BOFU content on one specific buyer persona. You may want to narrow even further to 1 or 2 specific use cases for each persona.

Match the Intent of the Buyer

When creating your BOFU content, make sure it aligns with the specific questions your potential customers are asking.

Someone looking for “[product] alternatives” may have some hesitations about the original product. Maybe it’s more expensive than they really wanted to pay, or it’s missing a feature they really need. Address those hesitations in your content.

As another example, someone searching for “[product] pricing” wants to know the price and the value of the product. Make that information clear and easy to find.

Don’t Stress About Search or Traffic Volume

Bottom-of-funnel content may not have particularly high amounts of search traffic. That doesn’t mean you should ignore those keywords or searches.

What matters most is intent. BOFU search terms are very high-intent, which means the reader wants an answer and is also ready to make a decision.

Keyword research and traffic patterns can guide your BOFU marketing strategy, but it’s not the only factor to consider. More important is the actual buyer journey your customers are on.

Include a Clear and Consistent CTA

The worst thing to do would be to attract so many high-intent visitors, then forget to invite them to take the next step! Your call to action at the bottom of the funnel will likely be a purchase, or perhaps booking a call with you. Make sure to include at least one CTA on each piece of BOFU content. If you include multiple CTAs, make sure they are consistent with each other. Don’t ask them to download a lead magnet in one place and then follow you on social media somewhere else.

Win More Sales With Bottom-of-the-Funnel Content

We hope this article helps you understand the importance of BOFU content and how to create your own.

Next, check out more specifics about:

• How to Build a Content Marketing Funnel
• How to Create an Email Marketing Funnel
• How to Create an Online Challenge Funnel

Now that you understand the power of BOFU content and how it can drive conversions, it’s time to take your strategy to the next level.

OptinMonster is the leading conversion optimization tool that helps you turn visitors into customers with highly targeted campaigns tailored to their stage in the funnel.

Use our popups, floating bars, slide-ins, and other onsite campaigns to showcase your best offers. Show those offers to the right people at the right time with features like Exit-Intent® technology, Geolocation targeting, and other behavior-based triggers. These tools make it easier to guide your leads from considering their options to confidently choosing your product.

With OptinMonster, you can create stunning campaigns that align with the BOFU content you’ve worked so hard to perfect. Ready to see how it works? Join over 1 million websites that trust OptinMonster to boost their conversions and grow their business.