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What Is BOFU Content?
Deian Isac
Founder, goBOFU
Last updated
25 Feb 2026
Reading time
7 min read
Definition
BOFU (bottom-of-funnel) content is marketing content that targets buyers who are actively comparing specific products and ready to make a purchase decision. Instead of educating people about a problem, BOFU content helps them choose a solution — making it the highest-converting content a SaaS company can produce.
Key Takeaways
- 01 88% of buyers arrive at sales already familiar with a vendor (Wynter 2025) — BOFU content is how they find you
- 02 Comparison + alternative pages are the highest-leverage starting point
- 03 AI platforms cite BOFU content for product recommendation queries
- 88% of B2B buyers arrive at a sales conversation already familiar with the vendor (Wynter 2025). BOFU content is what gets you on their radar before that call.
- Key formats: comparison pages, alternative pages, case studies, pricing pages, and use case pages.
- AI platforms like ChatGPT and Perplexity pull from BOFU content for product recommendations — without it, your product is invisible.
- Less traffic, higher intent: fewer visitors who are actually ready to buy outperform high-traffic educational posts.
- Start with three pages: top competitor comparison, competitor alternatives, and public pricing.
Table of Contents
Why Most SaaS Content Doesn’t Convert
The typical SaaS content program looks like this: publish educational blog posts targeting high-volume keywords, drive traffic, hope some of it converts. The problem is that most of that traffic comes from people who are researching a topic, not evaluating a product.
A blog post about “what is customer churn” might get 10,000 monthly visitors, but those readers are learning about a concept. They aren’t ready to buy anything. The conversion rate on these pages is often below 0.1%.
Meanwhile, Wynter’s 2025 B2B SaaS Buying Report (surveying 100 B2B SaaS CMOs) found that 88% of buyers arrive at a sales conversation already familiar with the vendor. The research is happening before your sales team ever gets involved — and if your content isn’t there to influence it, a competitor’s is.
BOFU content solves this by targeting people further down the funnel — buyers who already know what they need and are comparing specific products to buy. These pages convert at dramatically higher rates because the buyer intent is fundamentally different.
Where BOFU Sits in the Marketing Funnel
The marketing funnel describes the journey from awareness to purchase. Each stage reflects a different mindset:
| Stage | Buyer Mindset | Content Types |
|---|---|---|
| TOFU | “I have a problem.” | Blog posts, guides, industry reports |
| MOFU | “What are my options?” | Category overviews, buyer’s guides, webinars |
| BOFU | “Which product should I choose?” | Comparisons, alternatives, case studies, pricing |
57% of the B2B purchase decision is complete before a buyer ever contacts a vendor (Forrester/CEB). The research phase happens entirely without your sales team.
Most SaaS companies over-invest in TOFU and under-invest in BOFU — they generate traffic but leave revenue on the table by not having content where the actual decision happens.
Types of BOFU Content That Convert
Not all BOFU content is the same. Each format targets a different buying behavior:
Comparison Pages
Comparison pages target “[Product A] vs [Product B]” searches.
According to Wynter’s 2025 research, 78% of B2B SaaS buyers shortlist only three vendors before making a decision. If you don’t have a comparison page for your top competitors, you’re not on that shortlist.
A well-structured comparison page frames the narrative in your favor at the exact moment buyers are narrowing down.
Alternative Pages
Alternative pages target “[Competitor] alternatives” searches. These buyers are unhappy with their current tool or exploring options beyond a specific competitor. This format lets you position your product as the answer.
Case Studies
Case studies with named customers and specific metrics (“Company X reduced churn by 40% in 90 days”) provide the social proof buyers need to justify their decision. Vague testimonials without numbers get ignored by both buyers and AI platforms.
Pricing Pages
Transparent pricing removes friction from the buying process. Buyers who can’t find your pricing will compare competitors who do publish theirs — and AI platforms will surface those competitors’ pricing instead of yours when asked “how much does X cost?”
Use Case Pages
Pages targeting “[Product] for [industry/role]” queries connect your product to specific buyer needs. They help both search engines and AI platforms understand exactly who your product is for.
Why BOFU Content Matters for AI Visibility
Buyers increasingly use AI tools — ChatGPT, Perplexity, Gemini — to research products. Wynter’s 2025 B2B SaaS Buying Report found that 24% of B2B SaaS buyers already use AI tools as part of their purchase decision process — a number that’s growing fast.
When someone asks “what are the best alternatives to [Competitor]?” or “compare [Product A] and [Product B],” AI platforms pull answers from existing BOFU content.
If you don’t have comparison pages or alternative pages, your product simply doesn’t appear in these responses. Competitors who do publish this content get cited instead — which means they define how your product is positioned in every AI-generated recommendation.
BOFU content is well suited for AI citation because it’s structured, factual, and directly answers the high-intent queries that buyers ask AI platforms.
Educational content can be sourced from anywhere. Product comparisons can only be sourced from pages that actually compare products.
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The Economics of BOFU vs TOFU Content
The math makes the case clearly:
- A TOFU blog post gets 10,000 monthly visitors at a 0.1% conversion rate = 10 leads
- A BOFU comparison page gets 500 monthly visitors at a 5% conversion rate = 25 leads
The comparison page generates 2.5x more leads from 20x less traffic.
It also costs less to produce, ranks faster for long-tail keywords, and the leads are higher quality because the visitors were already evaluating products.
This directly impacts CAC (Customer Acquisition Cost) because BOFU content captures existing demand rather than trying to create it. You’re not convincing someone they have a problem — you’re helping someone who already has a budget choose your product.
Where to Start with BOFU Content
If your SaaS company has no BOFU content, start with these three pages:
- Your top competitor comparison — Create a “[You] vs [Top Competitor]” page. This is almost certainly the highest-intent query about your product that you’re not capturing.
- Your top competitor’s alternatives page — Create a “[Top Competitor] alternatives” page. This captures buyers who are actively looking to switch.
- A public pricing page — If your pricing isn’t on your site, you lose every AI-powered pricing comparison before it starts.
These three pages alone will put you in front of buyers at the exact moment they’re deciding what to buy — in both search engines and AI platforms.
Frequently Asked Questions
What is BOFU content?
BOFU (bottom-of-funnel) content is marketing content that targets buyers who are actively comparing specific products and ready to make a purchase decision. Common formats include comparison pages, alternative pages, case studies, and pricing pages.
What is the difference between BOFU and TOFU content?
TOFU (top-of-funnel) content targets people who are just becoming aware of a problem, using educational formats like blog posts and guides. BOFU content targets people who already know what they need and are comparing specific products to buy. BOFU content converts at much higher rates because the buyer intent is stronger.
Why is BOFU content important for SaaS companies?
Research shows that 88% of B2B buyers arrive at a sales conversation already familiar with the vendor (Wynter 2025), and 57% of the purchase decision is complete before contacting sales (Forrester/CEB). BOFU content is how you influence that decision. It captures buyers who are already comparing products, converting at dramatically higher rates than educational blog posts — and directly reduces customer acquisition cost.
What are examples of BOFU content?
Common BOFU content formats include comparison pages (Product A vs Product B), alternative pages (Competitor alternatives), case studies with named customers and metrics, public pricing pages, product demos, and use case pages targeting specific industries or roles.
How does BOFU content affect AI visibility?
AI platforms like ChatGPT, Perplexity, and Gemini pull from BOFU content when answering product comparison queries. Without comparison pages and alternative pages, your product is invisible to buyers using AI tools to research purchases. BOFU content gives AI models structured, citable information about your product.
How do you measure BOFU content performance?
BOFU content performance is measured by conversion rate (not traffic volume), pipeline influenced, and revenue attributed. The key metric is conversions per page, not traffic volume. A lower-traffic page targeting buyers ready to purchase will typically generate more pipeline than a high-traffic educational post.
How do I get my BOFU content cited by ChatGPT?
Publish comparison and alternative pages with specific feature breakdowns, structured data (FAQPage and Product schema), and clear product positioning. AI models prioritize pages that directly answer “which product is better for X” queries with factual, structured content. Pages need to be publicly accessible, crawlable by Bing (which feeds ChatGPT and Perplexity), and updated at least quarterly to stay in retrieval pipelines.
What conversion rate should I expect from BOFU pages?
According to Grow and Convert’s analysis of BOFU content, comparison and alternative pages convert at over 7.5% — higher than even main product category keywords. That’s compared to 0.5-2% for typical blog content. The key metric is conversions per page, not traffic volume.
Does BOFU content work for PLG (product-led growth) companies?
PLG companies benefit especially because their buyers self-educate before signing up for a free trial. Without BOFU content, a PLG product relies entirely on word-of-mouth and marketplace listings to appear in product comparisons. Comparison pages and alternative pages ensure your product shows up when buyers search “best [category] tool” in both search engines and AI platforms.