If you are creating high-quality content but it's not delivering the desired results, it could be that you are focusing too much on the top or mid of the funnel at the expense of the bottom. If your content strategy aims for conversions, such as sales, you should focus more on bottom-of-the-funnel (BOFU) content. In this article, we will take you through the steps of creating highly converting BOFU content.

Understanding Bottom of the Funnel

Before you understand BOFU, you need to understand the whole process of creating content for the sales funnel. The last stage is BOFU, where your goal is to create a process that converts highly qualified leads into customers. The aim of the content at this stage is to help overcome any last-minute fears, showcase the value your brand offers, and encourage purchasing decisions.

By the time your prospects reach the bottom of the sales funnel, they have already acknowledged they have a challenge and are actively seeking a way to solve it. They know what they need to solve the problem, have compared different products, and are now considering your brand.

Therefore, when creating content for this stage, focus on the product or service you are offering while providing details potential buyers may be looking for, such as features, cost, materials, and reviews. Prospects can access BOFU content at different stages of the sales journey.

At times, they can get there directly or during the early stages of the sales funnel that are relevant to the customers. Some users of the site already understand the problem they have and the solutions available, and are searching for the perfect option. Beyond maximizing conversion rates, BOFU content supports sales teams and explains why your product is the right choice for your prospects.

How to Create BOFU Content

So, how do you determine the right content to engage your site visitors? When considering bottom-of-the-funnel marketing, you can consider creating content in different formats, such as:

• Customer reviews& testimonials
• Case studies
• Use cases
• Pricing pages
• Competitor comparison pages
• Videos, webinars, and whitepapers
• Discounts.

A good idea would be to conduct research to better understand your target customers. You can visit online forums such as Facebook, Reddit, and Quora to determine your customers’ pain points. Participate in conversations and discussions to better understand customers' pain points and needs. You can also speak with your sales team to understand the questions they most often receive from customers and the objections they often face.

Remember to also conduct niche-specific keyword research to determine interesting topics your target audience may be interested in. You can use the data to find the relevant terms and phrases your target audience is using to search for content in your niche. You can then create content for those search queries and optimize it to improve visibility and relevance.

Post-Purchase Content

BOFU content touches on post-sale content, also known as brand evangelism. This can involve creating different content formats, such as:

• Blog posts on your business products, services, and news.
• Podcasts
• Newsletter
• Re-engagement emails.

Tips for Creating High-Quality BOFU Content

Here are several tips for creating high-quality content for the bottom of the sales funnel:

Stay Assertive

Compared to the content you create in the earlier stages of the sales funnel, your BOFU content needs to be more assertive and focused on driving sales. Each page of the content should include the relevant CTA (calls to action). The CTA can include words such as:

• Buy Now
• Call Now
• Add to Basket
• Get our Quote
• Sign up to receive a free trial
• Ask for a free demo

You need to avoid using these CTAs in your top-of-the-funnel and mid-funnel content, as they will discourage prospects. However, they still play an important role in driving conversion at the final stage of the sales funnel. At the top and mid levels, you can probably add softer CTAs, such as FAQs and a download option for a technical PDF.

Pay attention to the CTA to evaluate the wording and the specific offers, and determine which resonate best with the target audience. Test each CTA's user experience to determine whether the process can be simplified or streamlined, ensuring it is user-friendly and seamless.

When you continuously refine and optimize the CTAs and their user experience, you can have better landing pages.

Create Outstanding and Engaging Landing Pages

In addition to an attention-grabbing CTA, ensure the BOFU landing page content is highly engaging. Add clear, compelling, and scalable copy while enriching the content with visuals such as videos, photos, and infographics.

Build Your Audience's Trust

You want to create content that earns your audience's trust. One type of such content is UGC, as people trust the words of other users more than those of a brand. However, you need to ensure that your show is transparent and accurate. When creating comparison guides, if you realize the competitor's headphones outshine yours in battery life, be sure to say so. 

When you accept the strengths and weaknesses of the competing product, you position yourself as a credible brand and build trust with your audience. However, if you make false claims about being the best, your audience will start to see you as unreliable.

Types of Successful BOFU Content 

Here are the BOFU content types in detail:

Pricing Page

If your business offers subscriptions and services, you should have a pricing page. This can be key to showing transparency and establishing your audience's trust as you deliver the kind of content they need. A pricing page isn't only easy to create but can help increase your conversion. However, ensure that it caters to different customers’ needs by having separate pages, with the features of each well outlined.

Address any questions users may have about the service's cost. Users will often know if you add a hidden cost, the commitment level, and the cancellation process.

Customer’s Reviews & Testimonials

We noted earlier that the BOFU stage aims to address any objections customers may have before buying. One of the most effective forms of content for that is customer reviews & testimonials. 

You can use tools such as Reviews.io to send automated emails to customers after they purchase your products or services. These reviews will provide social proof and instill confidence in your customers, thereby increasing their conversion rates.

Case Studies

Case studies usually consist of some deep, real-world examples that your prospects will easily relate to. You can use the reviews you collected in the previous steps to create a case study on how your product will impact users and explain how the customer’s purchase helped to solve the problem.

Competitor Comparison

You will have a situation where a customer needs to compare your product with another, struggling to decide which to choose. When you feel you have a product that performs better than that of the competitor, you can boast about it through the competitor comparison page. This kind of content can take the burden off your prospect and offer them important insights without requiring them to conduct further research. Again, remember to be honest and share when you find an area where your competitor outperforms you.

Search for keywords that use “vs” or “or” and add a copy to improve the relevance and visibility of the BOFU content.

User Cases

The user case can be a great tool that illustrates how customers can get the desired results with your product. They can be an important tool for customers to visualize themselves using your product and to better understand the benefits they are likely to get. The user case can be a great tool for improving your marketing plan.

White Paper

These are long-form pieces that can be paired with relevant CTAs and can help showcase your industry experience. The documents highlight the exact problem the customer faced and illustrate how your product helped them resolve it. A well-crafted white paper can provide insights to your audience, help you gain their trust, and clarify the actions needed in the sales process.

In Conclusion

The BOFU can be a critical stage because it indicates that customers are already interested in your product. However, before they part with their hard-earned money, customers need a little nudging. Therefore, go ahead and use the content formats above to help them dispel any doubts about buying your products.