# goBOFU > goBOFU is a BOFU content agency that builds comparison pages, glossary terms, and calculators for SaaS companies. ## About goBOFU researches your category and builds the pages that capture buyers ready to choose. Comparison pages, glossary, calculators — one project, one price. - Website: https://gobofu.com - About the founder: https://gobofu.com/about - Contact: https://gobofu.com/contact ## Resources - [What Is BOFU Content?](https://gobofu.com/insights/bofu-content): Explains bottom-of-funnel content strategy and why SaaS companies need it. - [SaaS Content Slop](https://gobofu.com/insights/saas-content-slop): Why AI-generated blog posts don't convert and what to build instead. - [AI Visibility Scorecard](https://gobofu.com/tools/ai-visibility-scorecard): Interactive self-assessment for AI platform discoverability. ## Glossary Full glossary index: https://gobofu.com/glossary ### Funnel Stages **BOFU (Bottom of Funnel)** — https://gobofu.com/glossary/bofu-bottom-of-funnel BOFU (Bottom of Funnel) is the final stage of the marketing funnel where prospects are actively evaluating specific solutions and ready to make a purchase decision. **MOFU (Middle of Funnel)** — https://gobofu.com/glossary/mofu-middle-of-funnel MOFU (Middle of Funnel) is the consideration stage of the marketing funnel where prospects actively research solution categories to address a problem they have already identified. **TOFU (Top of Funnel)** — https://gobofu.com/glossary/tofu-top-of-funnel TOFU (Top of Funnel) is the awareness stage of the marketing funnel where potential customers first discover they have a problem or need. ### BOFU Content Types **Comparison Pages** — https://gobofu.com/glossary/comparison-pages Comparison pages are a type of BOFU (bottom-of-funnel) content that directly contrasts two or more products, helping buyers evaluate their specific options. They typically target '[Product A] vs [Product B]' search queries from people who have narrowed their shortlist and want to make a final decision. **Alternative Pages** — https://gobofu.com/glossary/alternative-pages Alternative pages are BOFU content pages that position a product against a specific competitor by targeting '[Competitor] alternatives' search queries. They capture buyers who are dissatisfied with their current tool or exploring options before committing to a purchase. **Product-Led Content** — https://gobofu.com/glossary/product-led-content Product-led content is marketing content that demonstrates a product's value by weaving it naturally into the narrative, showing how it solves specific problems rather than simply describing features. It makes the product an integral part of the solution rather than an afterthought. **Case Studies** — https://gobofu.com/glossary/case-studies Case studies are BOFU content that demonstrates how a specific customer achieved measurable results using a product, providing social proof and concrete evidence for buyers evaluating whether the product can solve their problem. **ROI Calculators** — https://gobofu.com/glossary/roi-calculators ROI calculators are interactive BOFU content tools that let prospects input their own numbers to estimate the return on investment from adopting a product, translating features into quantified financial outcomes specific to their business. **Sales Enablement Content** — https://gobofu.com/glossary/sales-enablement-content Sales enablement content is material created specifically to help sales teams move prospects through the final stages of the buying process, including battle cards, one-pagers, case studies, ROI analyses, and objection-handling guides. **Use-Case Pages** — https://gobofu.com/glossary/use-case-pages Use-case pages are targeted landing pages that show how a product solves a specific problem for a specific buyer segment. They target '[Product] for [industry/role/workflow]' searches, converting visitors who need to know whether the tool fits their situation before they buy. ### BOFU Strategy **Demand Capture** — https://gobofu.com/glossary/demand-capture Demand capture is the practice of converting existing market demand into pipeline and revenue by targeting buyers who are already actively searching for a solution. **Demand Generation** — https://gobofu.com/glossary/demand-generation Demand generation is the practice of creating awareness and interest in a product or solution category among buyers who are not yet actively searching for one, typically through educational content, brand marketing, events, and thought leadership. **High-Intent Keywords** — https://gobofu.com/glossary/high-intent-keywords High-intent keywords are search terms that signal a user is actively evaluating products and close to making a purchase decision, such as '[Product] vs [Competitor]' or '[Tool] pricing'. **Buyer Intent Data** — https://gobofu.com/glossary/buyer-intent-data Buyer intent data is behavioral information that signals a prospect's likelihood of making a purchase, collected from actions like search queries, content consumption, competitor research, and product page visits. **Conversion Rate** — https://gobofu.com/glossary/conversion-rate Conversion rate is the percentage of visitors who complete a desired action — such as signing up for a trial, requesting a demo, or making a purchase — out of the total number of visitors. It connects traffic to revenue and determines whether a content investment is working. **CRO (Conversion Rate Optimization)** — https://gobofu.com/glossary/cro-conversion-rate-optimization CRO (Conversion Rate Optimization) is the systematic practice of increasing the percentage of website visitors who complete a desired action through testing, data analysis, and iterative improvements to pages, copy, and user flows. **ICP (Ideal Customer Profile)** — https://gobofu.com/glossary/icp-ideal-customer-profile An ICP (Ideal Customer Profile) is a detailed description of the type of company that gets the most value from a product, defined by attributes like industry, company size, tech stack, budget, and use case. ### SaaS Metrics **ARR (Annual Recurring Revenue)** — https://gobofu.com/glossary/arr-annual-recurring-revenue ARR (Annual Recurring Revenue) is the annualized value of a company's active subscription contracts, representing the predictable revenue a SaaS business expects to earn each year. **MRR (Monthly Recurring Revenue)** — https://gobofu.com/glossary/mrr-monthly-recurring-revenue MRR (Monthly Recurring Revenue) is the predictable revenue a SaaS business earns each month from active subscriptions, calculated by summing the monthly value of all recurring contracts. **CAC (Customer Acquisition Cost)** — https://gobofu.com/glossary/cac-customer-acquisition-cost CAC (Customer Acquisition Cost) is the total cost of acquiring a new customer, calculated by dividing total sales and marketing spend by the number of new customers gained in a given period. **CAC Payback Period** — https://gobofu.com/glossary/cac-payback-period CAC Payback Period is the number of months it takes for a SaaS business to recoup the cost of acquiring a customer, calculated by dividing Customer Acquisition Cost (CAC) by the monthly gross profit per customer. **LTV (Lifetime Value)** — https://gobofu.com/glossary/ltv-lifetime-value LTV (Lifetime Value) is a SaaS metric that estimates the total revenue a business can expect from a single customer account over the entire duration of their relationship. **LTV:CAC Ratio** — https://gobofu.com/glossary/ltv-cac-ratio LTV:CAC Ratio is a SaaS metric that compares the total revenue expected from a customer over the relationship (LTV) to the cost of acquiring that customer (CAC), expressing how efficiently a business converts acquisition spend into long-term revenue. **NRR (Net Revenue Retention)** — https://gobofu.com/glossary/nrr-net-revenue-retention NRR (Net Revenue Retention) is a SaaS metric that measures the percentage of recurring revenue retained from existing customers over a given period, including the effects of upgrades, downgrades, and churn. **GRR (Gross Revenue Retention)** — https://gobofu.com/glossary/grr-gross-revenue-retention GRR (Gross Revenue Retention) is a SaaS metric that measures the percentage of recurring revenue retained from existing customers, excluding any expansion revenue from upgrades or cross-sells. **Churn Rate** — https://gobofu.com/glossary/churn-rate Churn rate is the percentage of customers or recurring revenue lost over a given period, typically measured monthly or annually. ### AI & Search **AEO (Answer Engine Optimization)** — https://gobofu.com/glossary/aeo-answer-engine-optimization Answer Engine Optimization (AEO) is the practice of structuring content so it can be discovered, understood, and cited by AI platforms like ChatGPT, Claude, Perplexity, and Google AI Overviews — ensuring a brand appears in AI-generated answers, not just traditional search results. **Zero-Click Search** — https://gobofu.com/glossary/zero-click-search A zero-click search is a search query that is answered directly on the search engine results page through featured snippets, knowledge panels, or AI-generated overviews, without the user needing to click through to any website. ## Podcast Before They Buy — a podcast about bottom-of-funnel content for SaaS. Full episode index: https://gobofu.com/podcast **Ep 1: Your competitor has a page comparing themselves to you. You don't.** — https://gobofu.com/podcast/competitor-comparison-page Someone is searching your product vs a competitor right now. If you don't own that page, they do. Conversion data on what makes comparison pages work. **Ep 2: Which competitors should you compare yourself to? (It's not all of them.)** — https://gobofu.com/podcast/which-competitors-to-compare Most founders see 47 competitors on G2 and think they need 47 comparison pages. You need 3 to 5. A four-filter test for picking which ones deserve a page. **Ep 3: Most comparison pages don't get you customers. Here's what the good ones do differently.** — https://gobofu.com/podcast/comparison-pages-that-work Your comparison page ranks but nobody signs up. Four things the pages that convert do differently—with examples from Teamwork, Chili Piper, and Heap. **Ep 4: Most SaaS glossaries are dead pages. Here's what a useful one looks like.** — https://gobofu.com/podcast/glossary-pages-that-convert Glossary pages that rank but don't convert are a liability. Why most glossaries fail, what AI overviews change, and what Personio's HR Lexicon does right. **Ep 5: Turn a free tool into your best salesperson** — https://gobofu.com/podcast/turn-a-free-tool-into-your-best-salesperson A free calculator on your site can do more selling than a landing page. Why someone who uses your ROI tool is already halfway to buying—and how to build one. **Ep 6: Why "for marketing agencies" outranks your features page** — https://gobofu.com/podcast/why-use-case-pages-win Your features page says what you do. Use-case pages say who it's for—and Google ranks them higher. How Dynamic Mockups went from 67 to 2,100 signups a month. **Ep 7: People are searching "[your category] alternatives" right now. Are you showing up?** — https://gobofu.com/podcast/showing-up-for-alternatives-keywords Thousands search competitor alternatives every month. They've decided to leave—they just need somewhere to go. What the pages that win those buyers look like. **Ep 8: Your pricing page is losing you customers** — https://gobofu.com/podcast/your-pricing-page-is-losing-you-customers Going (formerly Scott's Cheap Flights) changed two words on their pricing page — "sign up for free" to "trial for free" — and trial starts went up 104%. This episode goes through six real changes SaaS companies made to their pricing pages and what each one lifted. No redesign required for most of them. **Ep 9: You need 5 pages. Here's what they are.** — https://gobofu.com/podcast/the-5-pages-you-need Every page type from episodes 1-8 works better as a system than alone. This episode maps the five-page portfolio — comparison, alternatives, use case, glossary, free tool — and shows how to link them so you catch the same buyer across every search they make before deciding. **Ep 10: What should you build first if you have zero marketing budget?** — https://gobofu.com/podcast/build-first-no-budget You have five page types to build, but zero time and zero budget to build all of them at once. This episode gives you the exact order — starting with comparison pages, which rank in days and convert at 8.43% according to Grow & Convert's study of 95 articles. Deian walks through the data behind each page type so you can spend your first afternoon building the one that moves the needle fastest. **Ep 11: Your buyer Googles you before they sign up. What do they find?** — https://gobofu.com/podcast/what-buyers-find-when-they-google-you Open an incognito tab and Google your company name right now. What comes back is a G2 listing you haven't touched in years, a Capterra page with wrong pricing, and a Reddit thread calling your onboarding clunky — and that's what your buyer reads before they ever hit your homepage. This episode covers the data on what actually happens before someone fills out a form, and five things you can do this week to stop strangers from narrating your product. **Ep 12: You grow through word of mouth. Your buyers still Google you before they buy.** — https://gobofu.com/podcast/word-of-mouth-still-needs-google-pages 72% of B2B SaaS buyers now start their journey by asking peers in private groups instead of Googling a category — but 100% still visit the vendor website before they buy (Wynter, 2025). If you grow through word of mouth, the referral gets you on the shortlist; what your buyer finds when they Google your name decides whether you stay on it. Open an incognito tab right now, search your company name, and ask if a referred buyer would still sign up tomorrow.