How to Turn Prospects Into Customers

Need to know the key to increased conversion charges?

It is mastering your bottom-of-funnel (BoFu) content material technique.

This is proof: SurveyMonkey generates $200 million in annual revenue from their BoFu pages alone.

The most effective half? You’ll be able to copy their strategy.

On this information, you will be taught precisely methods to create BoFu content material that converts, together with:

• Actual examples from profitable corporations
• Step-by-step processes you may observe
• Widespread errors to keep away from (and methods to repair them)
• Instruments to measure your success

Let’s dive in.

What Makes BoFu Content material Totally different?

Most content material entrepreneurs give attention to getting extra site visitors.

Massive mistake.

As a substitute, you want content material that converts the site visitors you have already got. That is the place BoFu content material is available in.

Consider it this manner:

Your marketing funnel has three important phases:

1. Prime (ToFu): Instructional content material that builds consciousness (“What’s undertaking administration?”)
2. Center (MoFu): Resolution-focused content material that reveals choices (“Finest undertaking administration approaches”)
3. Backside (BoFu): Resolution content material that drives purchases (“Monday.com vs. Asana comparability”)

Right here’s an instance of a SaaS funnel (as a result of each {industry} seems somewhat totally different):

BoFu content material is totally different as a result of it is designed for people who find themselves prepared to purchase.

These guests:

• Know precisely what downside they should clear up
• Have researched totally different options
• Are actively evaluating choices
• Simply want that closing push to buy

The important thing distinction? Whereas different content material educates and informs, BoFu content material closes offers. It is your final likelihood to indicate prospects why they need to select you over the competitors.

Alerts Robust Buy Intent

This is one thing most individuals do not realize: BoFu guests use fully totally different search phrases than different prospects.

Let me present you:

Somebody looking out “what’s a survey?” is on the prime of the funnel. They’re simply studying.

However verify this out:

Somebody looking out “SurveyMonkey vs. Typeform pricing” is able to make a shopping for resolution.

See the distinction?

BoFu searches typically embody phrases like:

• “Evaluate”
• “Pricing”
• “Critiques”
• “Vs”
• “Purchase”
• “Different”

Accommodates Direct Calls to Actions

This is one other key distinction: BoFu content material at all times reveals guests precisely what to do subsequent.

As a substitute of obscure “Study Extra” buttons, you will see particular actions like:

• “Begin your free trial”
• “E-book a demo”
• “View pricing plans”

Take a look at how MailerLite does this on their comparability web page:

Discover the way it leads with a transparent “Enroll free” CTA? That is no accident.

Breaks Down Aggressive Variations

BoFu content material is not about high-level overviews.

As a substitute, it’s good to get particular about:

• Options and capabilities
• Use circumstances and implementations
• Pricing and packages
• Technical necessities

This is an ideal instance from MailerLite:

See the way it breaks down precisely what you get with every plan? That is what BoFu guests must decide.

Connects Issues to Options

This is what separates good BoFu content material from nice BoFu content material:

The power to match particular issues with actual options.

Let me present you what I imply:

Dangerous BoFu content material says: “Our undertaking administration software helps groups work higher.”

Nice BoFu content material says: “Our automated workflow templates save undertaking managers 5 hours per week on activity administration.”

See the distinction?

Take a look at how Sastrify does this:

It doesn’t simply say, “We assist with procurement.” As a substitute, it reveals precisely how a lot time groups save: 653 hours per 12 months on software program buying.

The best way to Create BoFu Content material That Converts

Able to create BoFu content material that really drives gross sales?

Excellent.

I’ll present you precisely methods to do it, step-by-step.

Step #1: Map Your Buyer’s Resolution Factors

Some corporations create BoFu content material round what they need to say.

This is not a good suggestion.

As a substitute, you have to deal with what your clients must know earlier than shopping for.

This is methods to discover these resolution factors:

1. Speak to your gross sales staff. They hear buyer questions on daily basis. Ask them:

• What objections come up most frequently?
• Which options do prospects care about most?
• What competitor comparisons do they request?

2. Mine your buyer help information. Your help tickets are gold mines of knowledge. Search for:

• Pre-purchase questions
• Function requests
• Widespread confusion factors

3. Examine assessment websites. Test G2, Capterra, or industry-specific assessment websites to seek out:

• Why clients selected your opponents
• What options matter most
• Widespread complaints and praises

Now, flip these insights into motion:

First, create a choice matrix. Map every gross sales objection to a selected product characteristic and a supporting profit. 

For instance: “Studies take too lengthy” → “Automated dashboard builder” → “Cuts reporting time by 83%”. 

This turns into your content material blueprint.

Subsequent, construct your content material frameworks. 

Create templates for comparability pages, objection-handling guides, and have showcases. Concentrate on advantages over specs, and ensure each bit addresses particular buyer issues.

Lastly, plan your content material journey. 

Map totally different content material sorts to every shopping for stage (like comparability charts for analysis, case research for validation, demos for selections), then create clear paths between items.

This is what your resolution matrix may appear like for a B2B SaaS product:

Buyer Resolution Level	Product Function	Profit	Content material Sort
“Is it well worth the worth?”	Automated reporting	Saves 20 hours/month on reporting	ROI calculator, pricing comparability
“Will it combine with our instruments?”	API & native integrations	Works with 200+ apps	Integration information, tech specs
“Is it safe sufficient?”	Enterprise safety	SOC 2 Sort II licensed	Safety whitepaper
“How lengthy to implement?”	No-code setup	Common 2-day implementation	Setup information, case examine

Use this template to map your buyer resolution factors to particular options, proof factors, and content material sorts. 

The secret is making certain each main buyer concern has corresponding content material backed by concrete proof.

Step #2: Set Up Your Content material Distribution Plan

Creating nice BoFu content material is just half the battle.

You additionally must get that content material in entrance of prospects on the proper time and in the suitable locations.

Listed below are a number of concepts.

Use A number of Contact Factors

How typically have you ever made a purchase order the primary time you land on a model’s web site? The chances are slim to none.

As soon as somebody finds your model, it’s good to maintain them engaged.

This is how:

• Flip weblog readers into electronic mail subscribers
• Convert video viewers into webinar attendees
• Transfer touchdown web page guests to product demos

The important thing? A number of touchpoints with constant messaging throughout each channel.

Give it some thought like this: A prospect may begin together with your comparability weblog publish, then be a part of your electronic mail checklist, watch a demo video, and at last e-book a name with gross sales.

Gross sales software Apollo.io nails this.

It makes use of a mix of free coaching movies, webinars, and weblog posts to share partaking BoFu content material for salespeople.

All the content material results in both a free account or signing up for the e-mail checklist to deepen the connection.

Gate Strategic Content material

Use gated content material to determine severe consumers. 

How? By providing helpful assets that prospects will fortunately commerce their contact data for.

Somebody downloading your detailed pricing comparability or ROI calculator might be nearer to purchasing than somebody simply looking your weblog.

Content material value gating consists of implementation guides, whitepapers, and ebooks.

Take a look at Apollo.io’s strategy:

It partnered with prime salesperson Samantha McKenna to create a 37-minute video course on chilly emails. Midway by way of, viewers must enter their electronic mail to proceed watching.

This strategy is sensible for 2 causes:

1. It proves the viewer is engaged (They’ve watched half the coaching.)
2. It captures leads at their peak curiosity in gross sales methods

Excellent BoFu timing.

Flip Content material Into Gross sales Enablement

Do you know your BoFu content material can double as gross sales collateral?

For instance:

• Flip comparability weblog posts into battle playing cards
• Convert case research into presentation slides
• Remodel characteristic guides into demo scripts

Step #3: Select the Proper BoFu Format

Totally different shopping for selections want totally different content material sorts.

This is what works greatest for every state of affairs:

This is how totally different corporations nail their BoFu codecs:

Enterprise Instance: Salesforce

• Customized ROI calculator
• Trade-specific case research
• Safety whitepapers
• Implementation roadmaps

Mid-Market Instance: Monday.com

• Interactive product excursions
• Function comparability tables
• Buyer success tales
• Integration guides

SMB Instance: Canva

• Fast characteristic demos
• Easy pricing tables
• Consumer testimonials
• Templates gallery

Step #4: Construct Your Proof Basis

This is a harsh reality:

Your prospects do not belief your advertising and marketing claims.

(And why ought to they?)

That is why you want rock-solid proof. This is precisely methods to construct it.

Buyer Outcomes

Do not simply say “Our clients love us.”

As a substitute, present particular outcomes like:

• “27% improve in staff productiveness”
• “Minimize reporting time from 5 hours to 30 minutes”
• “$50,000 saved within the first quarter”

Take a look at how Gong does this:

Discover the way it leads with particular numbers? That is what convinces consumers.

Slack additionally does a superb job of backing claims with stats:

Trade Validation

Third-party validation carries extra weight than something you say about your self.

As an illustration, when Gartner names you a “Chief” of their Magic Quadrant, meaning greater than 100 self-written weblog posts.

This is what to spotlight:

• Analyst recognition: “Named a Chief in Gartner’s Magic Quadrant Three years operating”
• Trade awards: “G2’s Finest Software program Award 2023”
• Unbiased opinions: “4.8/5 stars from 1,000+ verified clients on Capterra”
• Market place: “Ranked #1 in electronic mail advertising and marketing by TrustRadius”

Look how Sundt leverages this:

It showcases its {industry} awards prominently on its website, proving it is a chief in development. This builds immediate credibility with potential shoppers.

Technical Verification

For B2B consumers, particularly in enterprise offers, technical proof is non-negotiable.

This is what they should see:

• Safety certifications: “SOC 2 Sort II and ISO 27001 licensed”
• Reliability stats: “99.99% uptime during the last 12 months”
• Efficiency information: “50% quicker load instances than {industry} common”
• Integration proof: “Works with 200+ instruments, together with Salesforce, Slack, and Microsoft 365”

Take a look at how Docubee does this:

It shows its safety badges prominently on the homepage, realizing these particulars typically make or break enterprise offers.

Step #5: Create Killer Comparability Content material 

Let’s face it: Your prospects are evaluating you to opponents anyway.

So why not management the narrative?

This is methods to create comparability content material that converts:

First, lead with key differentiators. Do not simply create characteristic checklists. As a substitute, spotlight what makes you distinctive.

Then, use clear visible codecs. For instance:

• Comparability tables
• Function matrices
• Aspect-by-side screenshots
• Pricing breakdowns

Right here’s an ideal instance of ClickUp’s comparability chart:

And at all times be sincere about competitor strengths. Acknowledge the place opponents excel—then present why you are still the higher selection total.

Right here’s a method the Semrush team does this:

It admits when opponents outperform it, which makes its insights extra credible.

Step #6: Add Strategic Social Proof

This is one thing most individuals get fallacious about testimonials:

Generic reward would not convert.

As a substitute, you want strategic social proof that addresses particular purchaser issues.

This is methods to do it proper.

Match Testimonials to Objections

Have prospects frightened about implementation? Present this:

“We have been up and operating in lower than 2 days, and their help staff was there each step of the way in which.”

— Sarah Chen, CTO at TechStart

Involved about ROI? Use this:

“We noticed a 156% return on funding throughout the first quarter.”

— Mark Thompson, CFO at ScaleUp

Place Proof Factors Strategically

Do not dump all testimonials in a single part.

As a substitute:

• Put technical testimonials subsequent to characteristic descriptions
• Add ROI quotes close to pricing sections
• Present implementation tales in your setup guides

Step #7: Create A number of Conversion Paths

Most BoFu content material ends with a single “Contact Gross sales” or “Attempt Our Demo” button.

This is the issue:

Totally different prospects want totally different subsequent steps.

As a substitute, create a number of conversion alternatives:

For Technical Evaluators:

• “See the way it works” (characteristic demo)
• “Obtain API docs” (technical documentation)
• “Begin free trial” (hands-on testing)

For Enterprise Resolution Makers:

• “Calculate ROI” (worth calculator)
• “View pricing” (packages comparability)
• “E-book demo” (gross sales session)

For Fast Begins:

• “Attempt it free” (immediate entry)
• “Watch fast tour” (2-minute demo)
• “See examples” (use circumstances)

Look how HubSpot supplies a number of paths:

It permits guests to determine whether or not they need to be taught extra or get began straight away.

Step #8: Optimize for Search Intent

This is one thing most entrepreneurs miss:

BoFu key phrases are fully totally different from top- and middle-of-the-funnel key phrases.

Let me present you why.

Discovering Key phrases That Convert

This is the key to discovering BoFu key phrases: Search for searches that present somebody’s prepared to purchase.

These searches sometimes fall into two classes:

1. Comparability Searches

When individuals evaluate choices, they’re near deciding. Search for:

• “[Your product] vs [competitor]” — Like “Mailchimp vs Fixed Contact”
• “[Your product] options” — Like “Asana options”
• “Finest for [use case]” — Like “greatest CRM for small enterprise”

2. Buy-Prepared Searches

These searches present somebody’s bought their pockets out:

• “[Product] pricing” — They’re checking prices
• “Purchase ” — They’re able to buy
• “[Product] plans” — They’re evaluating choices

Need to discover these key phrases simply?

Open Semrush’s Keyword Magic Tool and observe these steps:

1. Sort in your important product time period (like “electronic mail advertising and marketing”)
2. Click on “Superior Filters“
3. Choose “Business” below “Intent”

This reveals you key phrases from individuals prepared to purchase.

Right here’s how the software’s business intent filter seems:

Then, business intent key phrases will seem based mostly in your authentic search time period:

Optimizing for BoFu Intent

Now comes the enjoyable half: creating content material that matches precisely what BoFu searchers need to see.

This is methods to nail it:

1. Create Detailed Comparability Content material

When somebody searches for “[Product A] vs. [Product B],” they’re in closing resolution mode.

These comparability searches are golden alternatives. Why? As a result of these persons are normally hours (or days) away from making a buying resolution.

This is precisely what your comparability content material wants:

• Aspect-by-side characteristic evaluation: Present precisely how options stack up, with actual screenshots. For instance: “Mailchimp’s automation builder vs. Fixed Contact’s workflow editor”
• Actual pricing situations: Break down prices for various enterprise sizes. Like “This is what every software prices for a 10,000-subscriber electronic mail checklist”
• Particular use circumstances: Present which software works greatest for various conditions. As an illustration: “Mailchimp is healthier for ecommerce, whereas Fixed Contact shines for nonprofits”
• Switching guides: Embody migration suggestions and instruments for individuals prepared to change
• Help comparability: Evaluate response instances, help channels, and buyer satisfaction scores

2. Construct Complete Pricing Pages

This is one thing most individuals miss about pricing pages: They are not nearly itemizing costs. They’re about justifying worth.

So, embody these parts:

• Clear pricing tables: Present all prices upfront. No hidden charges or “contact us” mysteries.
• Package deal comparisons: Spotlight which options matter most for various enterprise sizes
• ROI examples: Present actual numbers. Like “Corporations sometimes save $2,000/month with our enterprise plan.”
• Hidden price alerts: Be upfront about extra prices like setup charges or utilization limits
• Competitor context: Present why your pricing is smart out there

Look how HubSpot buildings its pricing web page:

It breaks down precisely what you get at every tier, with clear CTAs for various purchaser sorts.

3. Make Your Content material Backlink-Worthy

Backlinks are like votes of confidence. Engines like google use these votes (and numerous different elements) to determine which content material to indicate first in search outcomes.

However here is the problem:

Most websites will not hyperlink to promotional content material. That is why it’s good to make your BoFu pages link-worthy.

This is precisely methods to do it:

• Embody authentic analysis. Run surveys, analyze information, or conduct experiments. For instance, “We analyzed 500 SaaS pricing pages and located that 67% provide month-to-month plans.”
• Create detailed comparability tables. Construct complete assets that evaluate a number of options. These grow to be go-to reference factors that different websites need to hyperlink to.
• Add downloadable assets. Create templates, worksheets, or calculators that clear up particular issues. These sensible instruments naturally entice hyperlinks.
• Function skilled quotes. Embody insights from {industry} leaders. This provides credibility and encourages specialists to share and hyperlink to your content material.

Take a look at our information on building backlinks for extra methods.

4. Nail Technical website positioning

Technical website positioning ensures search engines like google can discover, perceive, and rank your BoFu content material correctly.

This is what it’s good to optimize:

• Cell-friendly design: Your pages should work completely on telephones and tablets. Google primarily makes use of cellular variations for rating.
• Quick loading pace: Intention for below three seconds. Sluggish pages kill conversions and harm rankings.
• Easy web site addresses: Make your web page URLs (the textual content in your browser’s deal with bar) straightforward to learn. For instance, use “yourwebsite.com/pricing” as a substitute of “yourwebsite.com/p?id=12345.” This helps each individuals and search engines like google perceive what the web page is about.
• Web site labels: Add particular labels (referred to as “schema markup”) that inform Google what every web page is about—like “It is a pricing web page” or “It is a product comparability.” Most web site builders can add these robotically.
• Straightforward-to-navigate web site: Arrange your essential pages logically. Put hyperlinks to pricing, options, and comparability pages in apparent locations like your important menu. Do not bury these pages deep in your web site the place guests should click on a number of instances to seek out them. Consider it like a well-organized retailer—you need your greatest merchandise entrance and heart, not hidden within the again.

Unsure the place your pages stand? Run a free Site Audit to seek out points to repair.

Step #9: Monitor What Really Works

BoFu content material has one main aim: driving conversions.

With out clear metrics, you will not know in case your content material is definitely working. Let us take a look at the important thing metrics you must monitor:

The secret is connecting content material engagement to precise gross sales outcomes.

The best way to Monitor Your BoFu Content material Efficiency

BoFu content material has one main aim: driving conversions.

With out clear metrics, you will not know in case your content material is definitely working. Let us take a look at the important thing metrics you must monitor and the way.

Step 1: Set Up Fundamental Conversion Monitoring

First, it’s good to monitor direct conversions out of your BoFu content material. This tells you precisely what number of guests take motion after studying your content material.

What to trace:

• Type submissions (like demo requests)
• Free trial signups
• Direct purchases
• PDF downloads

Why it issues: These numbers present you which of them BoFu content material really drives income. For instance, you may discover your pricing comparability web page drives 3x extra trial signups than your options web page.

This is methods to set this up:

1. Open Google Analytics
2. Go to Admin → Objectives → Create New Purpose
3. Choose “Customized” aim kind
4. Identify it (like “Demo Requests”)
5. Add the thanks web page URL because the vacation spot

Step 2: Monitor Content material Engagement

Subsequent, it’s good to perceive how individuals work together together with your BoFu content material earlier than they convert.

What to trace:

• Time spent on pages
• Scroll depth (how far individuals learn)
• CTA click on charges
• Return go to frequency

Why it issues: These indicators assist predict future conversions. Excessive engagement normally means extra gross sales later.

This is methods to set it up:

1. Log into Semrush
2. Create a brand new undertaking to your web site
3. Go to Place Monitoring
4. Add your BoFu key phrases
5. Arrange weekly electronic mail alerts

Step 3: Watch Consumer Conduct

Now it’s good to see precisely how individuals work together together with your BoFu pages.

What to trace:

• Mouse actions
• Click on patterns
• Scroll habits
• Type interactions

Why it issues: This reveals you the place individuals get caught or confused. For instance, individuals may abandon your pricing web page proper earlier than the CTA.

This is methods to do it:

1. Set up Hotjar in your BoFu pages
2. Create heatmaps for pricing pages
3. Arrange scroll monitoring
4. Document person periods

Step 4: Connect with Gross sales Information

Lastly, hyperlink your content material to precise income.

What to trace:

• Content material affect on offers
• Days to buy
• Common deal dimension
• Content material-attributed income

Why it issues: This reveals which BoFu content material really makes cash. You may discover your case research drive greater offers than your comparability pages.

This is the setup:

1. Add UTM parameters to BoFu content material
2. Tag leads by content material supply in your CRM
3. Create a “Content material Affect” area
4. Monitor days from content material view to shut

Begin Creating BoFu Content material That Converts

Creating high-converting BoFu content material is not rocket science.

Begin with only one piece—possibly a comparability web page to your hottest product or an in depth case examine of your greatest buyer story. Make it superb by specializing in particular outcomes and addressing actual purchaser issues.

Monitor every little thing, be taught what works, and use these insights to enhance your subsequent piece. Earlier than you understand it, you will have an entire BoFu content material technique driving actual outcomes.

Need assistance monitoring your content material efficiency? Attempt Semrush’s Place Monitoring software free for 14 days: