Bottom of funnel (BOFU) content targets buyers who are close to a purchasing decision. These are people who have already identified their problem, researched solutions, and are now evaluating specific vendors or options. BOFU content includes comparison pages, alternative pages, pricing pages, case studies, and product-specific landing pages.
BOFU content generates less traffic than top of funnel content but converts at significantly higher rates. A page targeting “best SEO consultant for B2B SaaS” gets fewer monthly searches than a page targeting “what is SEO,” but the person searching the former is far more likely to become a client. For a solo consultant or small agency, 50 visits per month from BOFU queries can generate more revenue than 5,000 visits from informational queries.
Most B2B content programs are overweighted toward educational, top of funnel content because it is easier to write and generates more visible traffic numbers. The gap in most B2B SEO programs is not more awareness content. It is the comparison pages, alternative pages, and use-case-specific landing pages that capture buyers in the final stage of their decision. Building those pages is where I start with most new B2B clients before touching anything else.
