Bottom of funnel (BOFU) content is written for buyers close to a purchase decision: people who know their problem, have researched the category and are now comparing specific vendors. It includes comparison pages, alternative pages, pricing pages, case studies and use-case landing pages.
The timing is tighter than most B2B teams assume. In 6sense’s 2025 Buyer Experience Report, the winning vendor was already on the buyer’s day-one shortlist 95% of the time. Yet in G2’s 2026 survey of B2B software buyers, 69% ended up choosing a different vendor than they first expected. Read together, buyers decide early who to consider, then change their minds about who wins. BOFU content is where that second decision happens.
Types of BOFU page
| Page type | Typical query | What it has to include |
|---|---|---|
| Comparison page | “[Your product] vs [competitor]” | A criteria table and a clear statement of who each option suits |
| Alternative page | “[Competitor] alternatives” | Who should switch, who should stay, and what switching involves |
| Pricing page | “[Product] pricing” | Real prices or ranges, and what changes the price |
| Case study | “[Category] for [industry]” | A named industry, a specific result and the source of the numbers |
| Use-case landing page | “SIEM for healthcare” | The industry’s requirements, in its own language |
| Integration page | “[Product] [tool] integration” | What connects, how it’s set up and what it costs |
Why low-volume pages outperform
BOFU pages get a fraction of the traffic of educational content and convert at far higher rates. A page targeting “best SEO consultant for B2B SaaS” gets fewer monthly searches than “what is SEO,” but the person typing the first query is shopping. For a consultancy or a small software company, 50 visits a month from buying-stage searches can produce more revenue than 5,000 from informational ones.
I saw this with a specialty paint manufacturer whose catalogue covers more than 300 coatings. Landing pages built around what buyers search for, alongside technical fixes, lifted tracked leads 47.7% in the industry’s slowest season, December to March.
BOFU pages in AI search
AI features hit informational content hardest. When an AI Overview appears, Ahrefs measured a 34.5% lower click-through rate for the top-ranking page. Comparison and pricing searches still send clicks, since a buyer needs the vendor’s own page to check the details.
The comparisons themselves are moving into chatbots too. G2’s research found 51% of B2B software buyers now start their research in an AI chatbot more often than in Google. A specific, current comparison page is what those tools draw on when a buyer asks which vendor fits.
What makes a BOFU page convert
- Show how you compared. Google’s guidance on helpful content says readers trust reviews more when they can see how the evaluation was done, so state your criteria and the date.
- Publish real pricing or ranges. A pricing page that says “contact us” sends buyers to the competitor that answers the question.
- Answer the objections your sales team hears every week: migration effort, contract terms, support response times.
- Admit where a competitor fits better. That’s the line that makes the rest of the page believable.
- Match the call to action to the stage. Offer a pricing call or a migration review, not a newsletter signup.
Where BOFU content falls short
BOFU pages capture demand; they don’t create it. In a new category where nobody searches for your competitors by name yet, a comparison page has little to catch, and awareness content has to come first.
Most B2B programmes have the opposite problem. They’re weighted toward educational posts, which are easier to write and produce bigger traffic numbers. The comparison, alternative and use-case pages that close deals often don’t exist. That gap is where I start with most new B2B clients, before touching anything else.
Common mistakes
- Measuring BOFU pages on traffic instead of leads and pipeline.
- Comparison pages where the publisher wins every row.
- Hiding pricing behind a form.
- Generic case studies with no industry or use case in the title.
- One landing page trying to serve every industry.
Related terms
Alternative page · Comparison page · Search intent for B2B · Lead generation SEO · SaaS SEO
Building BOFU pages for a software product? See how I approach SEO for B2B SaaS companies.
