BOFU Content Strategy: The Pages That Actually Convert B2B SaaS Buyers

Here's a scenario that plays out at hundreds of B2B SaaS companies every quarter…

The marketing team celebrates hitting traffic goals. The blog is publishing consistently. Social engagement is up.

Then someone in the room asks the question everyone's avoiding: Why aren't these people converting?

The answer is probably sitting in your Google Analytics, hidden in plain sight. You've built an audience of people who want to learn about problems. What you haven't built is the content for people who want to solve problems… specifically, with your product.

Most SaaS content strategies are structurally inverted.

Research shows that 50% of marketing professionals actively generate top-of-funnel content while only 14% prepare BOFU materials. This ratio is backwards. You're investing five times more effort attracting window shoppers than you are converting ready buyers.

B2B buyers consume an average of 11 pieces of content before contacting sales, and 72% start their search online. If your website only offers awareness content, you're educating buyers who then convert somewhere else, often on a competitor's comparison page that positions them as the better choice.

That's not a traffic problem. That's a content architecture problem. And it's costing you customers every single day.

What Is BOFU Content (And Why Does It Convert So Much Better)?

Bottom-of-funnel content targets buyers who are done researching the problem and are now researching the solution.

These people know they need project management software, email automation, or whatever you sell. They're comparing options. They're checking pricing. They're reading reviews. They're one decision away from becoming a customer.

The search behavior at each funnel stage tells the story:

TOFU (Awareness): "How do I spend less money" → Learning mode, no purchase intent

MOFU (Consideration): "Best budgeting apps 2025" → Exploring options, building a shortlist

BOFU (Decision): "Mint vs. YNAB vs. Quicken" or "Mint pricing" → Ready to choose, credit card nearby

The conversion difference between these stages is staggering. Comparison and alternatives keywords convert at over 7.5%, and that's not a typo. These pages often outperform even main product category keywords like "best accounting software" that most SEO strategies prioritize.

Why the performance gap?

Intent concentration. Someone searching "[Competitor] alternatives" isn't casually browsing. They're actively looking to switch, or they've been told they can't afford the competitor and need options.

Either way, they're buying something soon.

Nearly 4x the average landing page conversion rate is achievable when you intercept buyers at this exact moment.

Yet most SaaS companies leave these pages uncreated. They'll publish fifty blog posts about industry trends while leaving "competitor alternatives" to their competitors. That's not strategy. That's strategic malpractice.

The BOFU Content Gap That's Killing Your Conversion Rate

Walk through your website right now. You probably have a homepage, product pages, a blog full of educational content, and maybe a pricing page.

Now ask yourself: What pages exist specifically for buyers who are comparing you to alternatives?

For most startups, the answer is "not many"—or worse, "none."

This gap exists because of how most content strategies are built. SEO keyword research tools show high search volume for awareness terms. Content calendars fill up with posts targeting those terms.

Traffic grows. But conversion? Average blog-to-free-trial conversion rates hover between 0.5% and 2% for most SaaS companies.

Compare that to the 7.5%+ conversion rates on comparison content and the strategy failure becomes clear. You're fighting for the hardest conversions while ignoring the easiest ones.

The gap is even more damaging when you consider how B2B buying groups actually work in 2026. The typical B2B deal now involves 6 to 10 decision makers who need to reach consensus. These stakeholders aren't all starting from zero, some are deep in comparison mode.

If your website can't serve the CFO who's comparing pricing models, the IT lead checking security documentation, and the end user reading reviews, you're losing deals to companies whose content covers every stage.

75% of B2B buyers prefer not to engage with a sales team at all, relying instead on content to guide their decision. When your content library stops at awareness, you're forcing buyers to either talk to sales prematurely (which they don't want) or get their BOFU information from competitors (which you really don't want).

The 5 BOFU Page Types Every SaaS Company Needs

Effective bottom-of-funnel content isn't a single page type, it's a system of pages that captures buyers at every angle of their final evaluation. Each type serves a specific search intent and conversion moment.

1. Alternatives Pages

Target keywords: "[Competitor] alternatives," "tools like [Competitor]," "[Competitor] competitors"

Who searches this: People dissatisfied with a current solution or eliminated the competitor on price/features

Alternatives pages intercept buyers who've already decided against something, which means they're highly motivated to find something better. These pages consistently rank among the highest-converting content types because the searcher has buying intent baked into the query.

The key to alternatives pages is honest positioning.

You don't need to be the best fit for everyone, you need to be the obvious best fit for your target customer. If the competitor is known for enterprise complexity, position your simplicity. If they're expensive, lead with your value. Hive positioning themselves #1 for "Asana alternatives" succeeded by directly addressing pain points that Asana users actually experience.

Structure matters: Lead with your solution (since you're hosting the page), then provide genuinely helpful analysis of other options.

This isn't about deception, it's about owning the conversation while being useful enough to rank.

2. Versus (Comparison) Pages

Target keywords: "[Your product] vs [Competitor]," "[Competitor A] vs [Competitor B]"

Who searches this: Buyers with a shortlist, actively evaluating final options

Direct comparison pages target buyers who've narrowed their options to two or three contenders. These keywords had the second-highest conversion rate in one analysis of 95 BOFU articles, converting at over 5%.

The challenge with versus pages is credibility. If your comparison reads like a sales brochure where you mysteriously win every category, buyers will discount everything you say. The most effective approach acknowledges competitor strengths while demonstrating where you're genuinely better.

Ahrefs demonstrates this with comparison articles that consistently land on page one for high-intent searches, funneling qualified prospects into their trial process.

Their secret? They actually use competitor products and provide accurate information, even when it means admitting the competitor does something well.

A variation worth noting: The "1v1v1" approach, where you compare two competitors and insert yourself as the third option. This captures searches for comparisons you're not even named in—like ranking for "Freshbooks vs. QuickBooks" with a page that introduces your accounting tool as a better alternative to both.

3. Product Category Pages ("Best X" Listicles)

Target keywords: "Best [category] software," "Top [category] tools 2025," "[Category] software for [use case]"

Who searches this: Buyers who know what they need but haven't picked vendors yet

Best-of lists are the BOFU content most companies accidentally create well. The trick is making them work as conversion assets, not just traffic drivers. Zendesk's post on best customer experience software exemplifies the approach… comprehensive coverage of options, heavier focus on their own product, and emphasis on unique differentiators.

These pages should position you as the top option (you're allowed—it's your site) while providing genuine value to readers comparing alternatives.

The integrity test: Would a buyer who ultimately doesn't choose you still find this page helpful? If yes, you've done it right.

One note: Search volume on category keywords is often higher than alternatives or versus keywords, but conversion rates can be lower because the audience is earlier in their journey. Balance your BOFU portfolio accordingly.

4. Pricing Pages

Target keywords: "[Your product] pricing," "[Competitor] pricing," "[Category] software pricing"

Who searches this: Buyers doing budget validation or comparing cost structures

Your pricing page is an essential piece of BOFU content because pricing practically always plays a role in purchase decisions. Users will search for your pricing even if you hide it behind demo flows, and if they can't find it on your site, they'll find it elsewhere (or worse, assume it's too expensive to mention).

68% of visitors abandon SaaS pricing pages without converting, which sounds like a problem until you realize it's also an opportunity. Well-optimized pricing pages can increase conversion rates by 25-40%.

Beyond your own pricing page, consider creating content around competitor pricing. "Is [Competitor] worth the cost?" or "[Competitor] pricing breakdown 2026" captures buyers who are already evaluating alternatives and wondering if there's a better value proposition, which you can provide.

5. Use Case Pages

Target keywords: "[Product category] for [industry]," "[Product] for [role]," "How to [job-to-be-done] with [product type]"

Who searches this: Buyers validating that a solution fits their specific context

Use case pages bridge the gap between product capabilities and buyer-specific needs. Zoom's segmented landing pages for different industries demonstrate the approach — personalized videos, industry-specific statistics, and customer success stories for each segment.

The power of use case pages is specificity.

A generic "project management software" page fights for broad keywords against established players. A "project management for creative agencies" page targets a narrower audience with much higher conversion potential, because you're speaking directly to their context.

HubSpot's approach to segmentation shows how this scales: detailed use case pages for different industries, company sizes, and teams, each with navigation paths that match varied buyer intents. This isn't just about SEO, it's about making every visitor feel like your product was built specifically for them.

Template Structures for High-Converting BOFU Pages

Structure isn't decoration, it's the architecture that determines whether your page converts. Here's how to build each BOFU page type for maximum impact.

Alternatives Page Template

H1: "Best [Competitor] Alternatives in 2025"

Opening (100-150 words): Acknowledge why someone might be looking for alternatives. Validate their concerns. Position the transition as reasonable.

Your Solution Section (400-600 words):

• Why you're the top alternative (specific differentiators)

• Feature highlights that address competitor weaknesses

• Pricing comparison or value positioning

• Social proof specific to competitor switchers

• Clear CTA (free trial, demo, or assessment)

Other Alternatives (200-300 words each):

• Brief, honest evaluation of 3-5 other options

• Pros and cons for each

• Who each option is best suited for

• This demonstrates objectivity and helps with rankings

Comparison Table:

• Key features across all options

• Your product should genuinely win the categories your ICP cares about

FAQ Section:

• Common questions about switching

• Migration concerns

• Feature parity questions

Final CTA: Reiterate your key differentiator and invite action.

Versus Page Template

H1: "[Your Product] vs. [Competitor]: The Complete Comparison"

Quick Verdict (50-75 words): For readers who want the bottom line immediately. Be direct about who should choose which option.

Overview Section:

• Brief intro to both products

• What each does well (yes, include competitor strengths)

• Where each falls short (be honest about your limitations too)

Feature-by-Feature Comparison:

• 5-7 major feature categories

• Honest evaluation of each

• Screenshots or evidence where possible

Pricing Comparison:

• Transparent pricing breakdown

• Hidden costs or considerations

• Value analysis at different company sizes

User Reviews Summary:

• Aggregate sentiment from G2, Capterra, etc.

• Common praise and complaints for both

Who Should Choose Each:

• Clear buyer profiles for each option

• Don't try to win everyone—clarity converts better than vague positioning

Migration Section (if applicable):

• How switching works

• Support available

• Timeline expectations

Use Case Page Template

H1: "[Product Category] for [Industry/Role/Use Case]"

Industry-Specific Hook (100-150 words): Demonstrate you understand their world. Reference specific challenges they face.

Problem Validation:

• The cost of the current situation

• What other solutions miss

• Why generic tools fall short

Your Solution for Their Context:

• Features mapped to their specific needs

• Industry-specific integrations

• Workflow examples

Case Study or Social Proof:

• Customer from their industry

• Specific results and metrics

• Quote from someone in their role

Implementation Context:

• How companies like theirs deploy the solution

• Time to value

• Support and training available

Industry-Specific CTA: "See how [similar company] transformed their [relevant outcome]" or "Start your free trial—built for [industry]."

Keyword Research for BOFU Opportunities

Finding BOFU keywords requires a different approach than typical content research. You're not looking for volume, you're looking for intent.

The BOFU Keyword Formula

Start with your competitors. Not your perceived competitors, your actual competitors, the ones your sales team hears about in deals.

For each competitor, research:

• "[Competitor] alternatives" - Usually 100-1,000 monthly searches, extremely high intent

• "[Competitor] vs [other competitor]" - Varies widely, captures active comparison behavior

• "[Competitor] pricing" - Buyers validating budget fit

• "[Competitor] reviews" - Buyers seeking validation or red flags

• "Why I switched from [Competitor]" - Narrative content opportunity

Then expand to category terms:

• "Best [category] software [year]" - Higher volume, moderate intent

• "[Category] for [industry]" - Lower volume, very high intent

• "[Category] pricing comparison" - Budget-stage buyers

• "[Category] free trials" - Ready to evaluate

The Search Volume Trap

BOFU keywords almost always get more traffic than their monthly search volume estimates suggest. Tools like Ahrefs and Semrush consistently undercount long-tail and comparison terms because their click data is limited.

More importantly, conversion value matters more than traffic volume. A page with 500 monthly visitors converting at 7.5% generates 37 qualified leads. A blog post with 5,000 monthly visitors converting at 0.5% generates 25 leads, and they're less qualified.

Finding Hidden BOFU Opportunities

Review your search console data. Filter for queries containing "vs," "alternative," "compare," "pricing," "review," or competitor names. You're probably already ranking somewhere for terms you haven't explicitly targeted.

Mine competitor mentions. Search your competitor names plus "alternative" or "vs" to see what content already exists. Gaps represent opportunities.

Talk to your sales team. What comparisons come up in deals? What objections do prospects raise? What content would help them close? Sales conversations are BOFU keyword research in real-time.

Check competitor sites. Many SaaS companies publish their own comparison pages. Their keyword targets are your opportunities.

How to Position Yourself in Competitor Comparisons (Ethically)

Creating comparison content raises legitimate questions about fairness and accuracy. Here's how to do it right.

The Credibility Test

Fabricating your features and abilities leads to more churn. Before creating comparison content, honestly assess where your product stands. You can't win every category, and claiming to makes your entire comparison suspect.

The goal isn't to declare victory across all dimensions. It's to clearly communicate where you win and for whom you're the right choice. A comparison that says "we're better for teams under 50 people, they're better for enterprises" is more persuasive than one that claims universal superiority.

The Honesty Framework

Do research your competitors thoroughly. Use their products. Read their documentation. Understand their actual capabilities.

Do acknowledge competitor strengths. "They have excellent reporting" isn't a concession, it's credibility-building.

Do focus on genuine differentiators. If you compete on price, say so. If you compete on simplicity, demonstrate it. If you compete on integration depth, show the specifics.

Don't invent weaknesses. If a competitor's pricing isn't actually problematic, don't pretend it is.

Don't use outdated information. Software changes rapidly. Regular updates maintain accuracy and rankings.

Don't disparage. "Ragging on your competition is a turn-off and will only lower conversion rates."

Who Your Product Is For (And Who It Isn't)

The most effective BOFU content explicitly states who should and shouldn't choose your product. This seems counterintuitive—why turn anyone away?—but specificity builds trust.

"Our project management tool is built for marketing teams who need visual workflows. If you need Gantt charts and resource management for complex engineering projects, [Competitor] is probably a better fit."

This statement does several things:

• Demonstrates honesty and expertise

• Pre-qualifies visitors (increasing conversion quality)

• Actually attracts your ideal customers (who recognize themselves)

• Reduces post-purchase churn (expectations are set correctly)

Conversion Optimization for BOFU Pages

Getting the content right is half the battle. Conversion optimization turns traffic into trials.

CTA Strategy for BOFU

BOFU visitors need different CTAs than awareness-stage readers. They've done their research. They know what they want. Don't make them download another whitepaper—give them the action they came for.

Primary BOFU CTAs:

• "Start Free Trial" (no credit card preferred)

• "Book a Demo" (for high-touch products)

• "See Pricing" (if pricing is gated)

• "Talk to Sales" (for enterprise)

Supporting elements:

• "No credit card required" removes friction

• "14-day free trial" sets clear expectations

• "See how [similar company] uses us" provides social proof at the decision point

Salesforce's BOFU landing pages remove navigation menus entirely, keeping visitors focused on the single action that matters. This extreme focus works because BOFU visitors don't need more browsing, they need a decision path.

Social Proof Placement

Over 75% of B2B buyers turn to user reviews during their purchasing journey. BOFU pages should feature social proof prominently, but strategically.

On comparison pages: Include review aggregates from third-party sites (G2, Capterra). These are more credible than cherry-picked testimonials.

On alternatives pages: Feature quotes from customers who switched from the competitor. "We moved from [Competitor] and reduced our onboarding time by 60%" speaks directly to the searcher's situation.

On use case pages: Match social proof to the segment. A testimonial from a SaaS company doesn't resonate on an "enterprise manufacturing" use case page.

Friction Reduction

Every field on your demo form costs conversions. Every extra click loses buyers. Intercom removed mandatory form fields and saw a 32% increase in conversion rates.

Audit your BOFU pages for friction:

• Are forms asking for information you don't actually need?

• Can users book demos directly without form submission?

• Is pricing visible, or do buyers have to work to find it?

• Can visitors start a trial without talking to sales?

The easier you make the next step, the more buyers will take it.

Page Speed Matters

Pages loading in 1 second achieve 3x higher conversion rates than 5-second pages. For BOFU content specifically, where the visitor is ready to convert, slow loading is abandonment-inducing.

Prioritize performance on your highest-converting pages. Lazy load images below the fold. Minimize JavaScript. Test from mobile devices. These micro-optimizations compound into meaningful conversion improvements.

Measuring BOFU Content Performance

BOFU content requires different metrics than awareness content. Traffic volume matters less; conversion quality matters more.

Primary BOFU Metrics

Conversion rate by page: The fundamental measure. Top-performing SaaS landing pages reach 10%+ conversion rates; most hover between 2-5%. Track each BOFU page individually.

Lead quality from BOFU sources: Are comparison page leads closing at higher rates than blog leads? They should be. If not, your content or targeting needs adjustment.

Revenue attribution: Which BOFU pages appear in the journey of closed-won deals? Assisted conversions reporting in Google Analytics shows the full picture beyond last-touch attribution.

Time to conversion: BOFU visitors should convert faster than TOFU visitors. If they're not, your pages may be missing key information that delays decisions.

Secondary BOFU Metrics

Scroll depth and engagement: Are visitors reading comparison tables? Viewing pricing? Reaching the CTA? Heatmaps reveal where content is and isn't working.

Exit pages: Where do BOFU visitors leave? If they're bouncing from your pricing page to a competitor, you have a positioning problem.

Search rankings for BOFU terms: Unlike awareness content where ranking fluctuations matter less, BOFU rankings directly impact pipeline. Track your comparison and alternatives keywords closely.

The Metrics Trap to Avoid

Don't judge BOFU content by awareness content standards. A comparison page with 500 monthly visitors and a 7.5% conversion rate is vastly more valuable than a blog post with 10,000 visitors and 0.5% conversion.

The former generates 37 qualified leads; the latter generates 50 leads of uncertain quality. Judge BOFU content by pipeline contribution, not traffic volume.

How Averi Accelerates BOFU Content Production

The strategy is clear. The page types are defined. The templates exist. So why do most companies still have a BOFU content gap?

Execution.

Creating effective BOFU content requires competitor research, accurate product knowledge, SEO optimization, conversion-focused copywriting, and ongoing maintenance as competitors evolve. Most marketing teams are already stretched thin publishing awareness content, adding a systematic BOFU program feels impossible.

This is exactly where Averi's AI + human expert model changes the equation.

From Strategy to Published Pages in Days, Not Months

Traditional content production for BOFU pages involves multiple handoffs: strategist defines keywords, writer researches competitors, editor reviews accuracy, designer builds the page, developer implements. Each handoff introduces delays and opportunities for the project to stall.

Averi's content workflow collapses this timeline by combining AI-powered queueing, drafting and optimizing with human expert refinement. The AI handles initial research, competitor analysis, and draft generation. Human experts (vetted marketers with SaaS experience) are available to help you refine positioning, verify accuracy, and optimize for conversion.

The result: BOFU content that would take agencies 4-6 weeks ships in days.

Research-First Drafting for BOFU Accuracy

BOFU content lives or dies on accuracy. Comparison pages with outdated competitor information lose credibility. Alternatives posts that miss key differentiators miss conversions.

Averi's research-first approach ensures BOFU content starts from current, verified information. Averi scrapes and synthesizes competitor data before generating drafts, creating a foundation of factual accuracy that human experts then enhance with strategic positioning.

Systematic BOFU Coverage

Most companies create BOFU content reactively, a comparison page when sales complains, an alternatives post when someone remembers. Averi enables systematic BOFU development through marketing plays that map your competitive landscape and prioritize content by opportunity size.

One workflow might produce:

• 5 alternatives pages for your top competitors

• 10 versus comparison pages for common matchups

• 3 use case pages for your highest-converting segments

• Updated pricing page with competitive positioning

All researched, drafted, reviewed, and optimized within a coordinated sprint.

Ongoing Maintenance at Scale

BOFU content isn't publish-and-forget. Competitors change pricing. Features evolve. New players enter the market. Content freshness directly impacts rankings, especially for comparison queries where recency signals relevance.

Averi's Library maintains your BOFU assets, flagging when competitor information needs updating and streamlining the refresh process. Your comparison pages stay accurate without consuming your team's bandwidth.

Building Your BOFU Content System: A 90-Day Roadmap

Days 1-14: Foundation and Audit

Week 1: Competitive Landscape Mapping

• List all competitors mentioned in sales conversations

• Research search volume for "[Competitor] alternatives" for each

• Identify which competitors appear most in your deal cycles

• Prioritize based on search opportunity + competitive frequency

Week 2: Current State Assessment

• Audit existing BOFU content (comparison pages, pricing page, use case pages)

• Identify gaps relative to competitor landscape

• Benchmark current conversion rates from BOFU sources

• Document competitor BOFU content that outranks you

Days 15-45: Priority Content Production

Weeks 3-4: Alternatives Pages

• Create alternatives pages for top 3-5 competitors

• Research each competitor thoroughly (features, pricing, reviews, common complaints)

• Build comparison tables with accurate, verifiable information

• Include conversion-optimized CTAs

Weeks 5-6: Comparison Pages

• Create versus pages for highest-opportunity matchups

• Prioritize comparisons your sales team encounters most frequently

• Balance honesty with positioning—acknowledge competitor strengths

• Add social proof from customers who evaluated both options

Days 46-75: Expansion and Optimization

Weeks 7-8: Use Case Pages

• Develop industry-specific landing pages for top 3 segments

• Customize messaging, social proof, and CTAs for each audience

• Create supporting case studies or customer stories

Weeks 9-10: Pricing and Category Pages

• Optimize pricing page for conversion and competitor positioning

• Create "best [category] software" content if not yet published

• Build supporting content that links to BOFU pages

Days 76-90: Optimization and System Building

Week 11: Conversion Optimization

• Implement tracking for BOFU-specific conversion events

• A/B test CTA variations on highest-traffic pages

• Reduce form friction based on conversion data

• Optimize page speed for BOFU pages

Week 12: Maintenance System

• Establish quarterly review cycle for competitor accuracy

• Set up alerts for competitor pricing/feature changes

• Create content update workflow

• Document what's working for future expansion

FAQs

What is bottom-of-funnel content in SaaS marketing?

Bottom-of-funnel (BOFU) content targets buyers who are ready to make a purchase decision and are actively comparing specific solutions. Unlike awareness content that explains problems, BOFU content helps buyers choose between options—your product, competitors, or alternatives. Common BOFU content types include comparison pages, alternatives posts, pricing content, and use case pages.

Why does BOFU content convert better than blog posts?

BOFU content captures buyers with immediate purchase intent. Someone searching "[Competitor] alternatives" has already decided to buy something—they're choosing what. This intent concentration drives conversion rates 3-4x higher than typical landing pages. Blog posts attract mixed-intent audiences including many who will never purchase, diluting conversion rates.

How do I find BOFU keywords for my SaaS company?

Start with your competitors. Research "[Competitor] alternatives," "[Competitor] pricing," and "[Your product] vs [Competitor]" for each competitor your sales team encounters. Then expand to category terms like "best [category] software" and "[category] for [industry]." Focus on intent over volume—a 200-search-per-month alternatives keyword often delivers more revenue than a 10,000-search awareness term.

Is it ethical to create competitor comparison content?

Yes, when done honestly. Effective comparison content acknowledges competitor strengths while demonstrating genuine differentiators. The goal isn't to fabricate weaknesses—it's to help buyers understand which solution fits their specific needs. Companies that create accurate, helpful comparison content build trust and attract right-fit customers.

What conversion rate should I expect from BOFU pages?

Top BOFU content converts at 5-7.5%+, compared to 0.5-2% for typical blog content. However, rates vary by page type, traffic quality, and industry. Track each BOFU page individually and compare to your baseline. Even modest improvements in BOFU conversion deliver outsized revenue impact given the high intent of this traffic.

How many BOFU pages does my SaaS company need?

At minimum: alternatives pages for your top 3-5 competitors, comparison pages for the most common matchups, an optimized pricing page, and use case pages for your primary segments. Most companies have significant gaps—even adding a few strategic BOFU pages can meaningfully impact conversion.

Should BOFU content be blog posts or landing pages?

Either can work, but blog-style BOFU content often outperforms traditional landing pages for organic search. The editorial format builds trust, allows for detailed comparison, and tends to rank better. Consider a hybrid approach: blog-style content with landing page conversion elements (prominent CTAs, minimal navigation, social proof).

How do I maintain BOFU content as competitors change?

Establish a quarterly review cycle for all comparison content. Set alerts for competitor pricing and feature announcements. Update content promptly when significant changes occur—stale information damages credibility and rankings. Some teams use tools to monitor competitor websites for changes automatically.

How does BOFU content support sales teams?

BOFU content answers questions prospects ask in sales conversations, reducing friction and accelerating deals. Sales can share comparison pages with prospects who are evaluating alternatives, case studies with buyers seeking validation, and pricing content with stakeholders who need budget approval. The best BOFU content functions as a 24/7 sales asset.

What's the ROI of investing in BOFU content?

Full-funnel strategies including BOFU deliver 45% higher ROI than single-stage approaches. For specific page ROI, calculate: (monthly BOFU conversions × lead-to-customer rate × average contract value) vs. content production cost. Given high conversion rates and buyer intent, BOFU pages typically show positive ROI within months rather than the years some awareness content requires.

Related Resources

For building your content engine systematically:

• Your AI Content Engine — How to produce consistent, high-quality content at scale

• Build My Content Engine Play — Step-by-step implementation guide

• How to Build a Content Marketing Strategy That Drives Leads — Full-funnel content strategy framework

• The AI-Powered Content Strategy — Combining AI efficiency with human creativity

For optimizing discovery and conversion:

• How to Create Content That Actually Surfaces in LLM Search in 2025 — Getting cited in AI-powered search

• SEO vs. LLM Optimization: What Marketers Need to Know in 2025 — The new search optimization landscape

• Create a Landing Page That Converts — Conversion optimization fundamentals

• How to Create AI-Optimized Content That Actually Ranks — Technical SEO meets content strategy

For funnel optimization and growth:

• Fix My Funnel Play — Diagnose and repair conversion bottlenecks

• Drop My CAC Play — Lower acquisition costs through better content

• Double My Organic Traffic Play — Full-funnel organic growth strategy

• What Is Growth Marketing? How to Build a Scalable Growth Engine — Strategic growth foundations

For competitive positioning:

• Craft My Brand Positioning — Building differentiation that converts

• Build My ICPs Play — Define your ideal customer profiles

• How to Build a B2B Marketing Strategy That Actually Converts — B2B-specific conversion strategies

• How to Build a Brand People Trust — Trust-building for consideration and decision stages

BOFU content in action — see how Averi does it:

• Compare: Averi vs. Alternatives — Our comparison page hub

• Averi vs. Jasper — Example competitor comparison

• Averi vs. Copy.ai — Example AI writing tool comparison

• Case Studies — Customer success stories that convert