Bottom Of The Funnel - Convert Prospects Into Customers

Bottom of The Funnel – Convert Prospects Into Customers in 2024

The marketing funnel: a journey that can make or break your digital success. At the heart of this journey lies the Bottom Of The Funnel (BOFU), where the real magic happens—turning interested prospects into loyal customers.

But let’s face it, the final stretch can often be the toughest.

How do you transform curiosity into commitment? It’s a dilemma that many marketers face, and overcoming it is no small feat.

Fear not! In this article, we’re tackling the BOFU stage head-on. From irresistible calls-to-action to conversion-centric campaigns, I’ll equip you with the tools and strategies you need to seal the deal effectively.

Ready to convert?

Let’s dive in.

What is the Bottom of The Funnel?

The Bottom Of The Funnel (BOFU) is the third stage of a marketing funnel, where you aim to convert potential clients into customers.

At this stage, you are to create content that directly encourages your prospects to take action using strong CTAs and promotional campaigns.

According to, BOFU content can achieve 25 times higher conversions than TOFU content.

BOTF vs TOF conversion

Their study determines that each stage of your marketing funnel has fixed goals you must respect. This means do not expect much conversion from TOFU or MOFU. Their main goals should always be traffic generation and lead nurturing.

At the same time, BOFU content should be created with high conversion but lower organic traffic in mind.

Take the example of an online electronics store. You’ve successfully drawn in visitors with ads and engaging content about the latest gadgets. They’ve clicked through emails and browsed your top products. Now, at the BOFU stage, it’s time to close the deal.

Here, you could offer a special promotion, such as a 10% discount for first-time buyers, or free shipping. Another effective tactic is to include strong call-to-action (CTA) buttons on your product pages, like “Buy Now to Receive by Friday” or “Limited Stock – Order Today“. These clear, direct actions are designed to help overcome any last-minute hesitations and encourage the sale.

Why Is BOFU Content Crucial For Your Marketing Funnel?

Suppose you wrote a lot of articles and started generating a huge amount of traffic. But if your conversion rate is below 3%, then you are probably losing a lot of potential.

Let me explain.

In a marketing funnel, the three stages have their own advantages, but you will only enjoy success if you can interconnect all of them in the right way.

So, rather than focusing only on one stage of the funnel, you should be planning all three stages for the same target audience when planning content. That way, you will be able to interlink and transfer traffic from one stage to the other in a healthy ratio.

Let us look at an example in terms of blog content.

We created an article, “5 Benefits Of A Virtual Tour For Real Estate Businesses,” which got us a lot of new organic traffic.

Next, we created another content, “How To Create A Virtual Tour For Real Estate Properties?” and interlinked this into the previous article at the conclusion. This content got its own organic traffic, and, at the same time, it started to get traffic from the people who go curious after reading the previous article.

Finally, we created a conversion-optimized landing page for your product, WPVR, and interlinked it with the second article. This landing page also ranked quite well on SERPs and started getting more visitors thanks to the interlink.

To see how these acted as 3 stages of the marketing funnel:

  1. Top of the funnel content: “5 Benefits Of A Virtual Tour For Real Estate Businesses,”
  2. Middle of the funnel content: “How To Create A Virtual Tour For Real Estate Properties?”
  3. Bottom of the funnel content: “WPVR – No. 1 Virtual Tour Creator For Realtors”

As per stats, the 1st article achieved over 1200 new organic traffic per month, with 0.2% traffic that immediately converted to a customer. However, 15% of these people clicked the link and entered the second article.

The 2nd article achieved about 700 traffic per month in total, with a 1.3% conversion rate. About 25% of its traffic clicked on the landing page.

The landing page delivers about 3.5% conversion rate in total. (It gets a lot more traffic as we interlink it in the conclusion of most of our related MOFU content.)

Here, you can see how interlinking helped to transfer traffic between each stage. However, the landing page converted way more than other forms of content.

This is proof that you must have BOFU content so that you have the chance to convert some of the traffic you generate on other stages of your marketing funnel.

Types Of Bottom Of Funnel Content

At the bottom of the funnel stage, your prospects are sales qualified, and your main aim is to make them take action. So here, you may work on content that acts as direct solutions, case studies, or proof of value for money for your products/services.

Following are some of the most commonly used Bottom Of Funnel Content:

i. Product Demonstration Videos

A product demonstration video is perfect for showing your product in action.

1 Product Demonstration Videos

For example, if you’re selling a high-end blender, a video demonstrating its ability to easily crush ice and blend fruits into smoothies can reassure buyers of its effectiveness and value. This direct demonstration addresses final purchasing doubts by visually confirming the product’s benefits.

ii. Comparison Pages and Articles

Comparison content helps by directly positioning your product or service against competitors. If you offer a project management tool, a comparison page detailing how your features stack up against popular alternatives can clarify your product’s unique advantages.

2. Comparison Pages and Articles

This transparency builds trust and can be the deciding factor for prospects comparing options.

iii. Webinars or Workshops

Hosting a webinar or workshop allows you to engage directly with potential customers. During these sessions, you can address common pain points and answer live questions, which helps in building a rapport.

3 Webinars or Workshops

For instance, a software company might host a webinar to walk through its product’s features, showcasing how it simplifies workflow management more effectively than competitors. This personal interaction can significantly sway prospects towards choosing your offering.

iv. Long-Form Sales Pages

Long-form sales pages are a great way for you to create a one-page funnel and serve as BOFU content for your marketing funnel journey. These pages cover every aspect of your offer, from features to benefits, pricing, and FAQs.

4 Long-Form Sales Pages

The comprehensive nature ensures that by the time prospects reach the end of the page, they have all the information needed to make a purchase decision.

v. Promotional Email Campaigns

Promotional emails can deliver targeted messages right to the inbox of your prospects, reminding them of the ongoing offers, benefits, and urgencies like limited-time discounts. This can prompt them into action, especially if they are already considering a purchase.

5 Promotional Email Campaigns

vi. Product Sales Page

The sales page is your ultimate conversion tool. It should be clear, concise, and compelling.

6 Product Sales Page

Including elements like value-packed headlines, engaging product descriptions, attractive visuals, and prominent CTAs all contribute to nudging the prospect toward making a purchase.

vii. Customer Testimonials

Including genuine customer testimonials on your BOFU content can significantly enhance credibility.

7 Customer Testimonials

For example, if someone is undecided about a new fitness program, reading testimonials from others who have seen great results can provide the social proof needed to commit.

How To Plan BOFU Blog Content The Right Way

Now I’ll show you how you can plan on creating BOFU blog content.

Suppose you are a digital video studio and want to create content for the bottom-of-the-funnel stage. Following are the steps you may follow.

Step 1 – Identifying Keywords For The Right BOFU Search Intent

Conduct keyword research to find the best keywords you should target. You may do this by finding keywords that directly refer to your product or service (or their features). You may also do a reverse search on your competitors to find what keywords they are ranking for. Eventually, you find a list of keywords for which you want to rank higher to get more reach from potential clients.

However, which keywords can be considered TOFU or which keywords can be considered BOFU will depend on the search intent.

Let me explain.

A single keyword can have a number of related keywords. Together, they can be called a single keyword cluster. From each cluster, you need to differentiate which keywords have informational and commercial intent.

For example, if you look at the keyword “Local SEO,” you will find related keywords, such as “local seo services,” “local seo expert,” “local google seo,” “local seo optimization,” and so on.

Now, observe which content is ranking in the top 3 for each of these keywords. You will notice some are aimed at educating people only, while others are more product or service focused. For example, the term “Local SEO” will generate a lot of informational content to teach people what “Local SEO” is and how it works. But if you search for “Local SEO Services,” you will either get websites of companies that offer local SEO services or listicles highlighting the best local SEO services. So, the first one can be targeted using TOFU or MOFU content, while the latter can be used as BOFU content.

So, for each cluster, plan a few TOFU & MOFU content, and then choose at least 1 commercial keyword with which you may prepare BOFU content.

You may use Ahrefs or SEMRush to conduct the keyword research and identify these keywords.

Step 2 – Define The Content Plan & Interlinking Journey

Next, you may decide the headlines and target audiences for each of the keywords you selected by observing the other articles that rank for the same keyword.

From there, analyze the content outline for the top 3-5 content for each keyword and find out what topics you must cover in your content. Then define the outline. Do the same for the rest of the planned articles.

You may use Ahrefs SEOChecker to observe the competitor content outlines.

And then, decide which article you will interlink to each article. This will depend on the journey you create. For example, you may plan 4 articles:

  1. What is Local SEO?
  2. How To Implement Local SEO Step by Step?
  3. How To Optimize An E-Commerce Store For Local SEO?
  4. Case Study: How Local SEO Services Helped XYZ To Grow 2x Times!

Here, on the 1st article, you may interlink to both the 2nd and 3rd articles.
And then interlink the 4th article into the 2nd and 3rd articles.
Finally, link to your Landing page for services or sales funnel in the 4th article.

If you have this journey planned, the content will make more sense and will rank well for the right audience.

Step 3 – Execute And Publish the Bottom Of Funnel Content

Maintain a content calendar and start working on creating your planned articles.

Have clear deadlines for each article and aim to have high-quality content that can easily outweigh other ranking content for the same keywords.

To generate quality content, you may use a mix of personal experience and ChatGPT.

In the BOFU content, you have to add additional data related to use cases, stats, or results so that your content can actually prove that the solution you are proposing will work.

In the execution process, you may want to start with the BOFU content and then move up the stages. This will help to maintain quality interlinking from the get-go.

Bonus: Crucial Part Of BOFU Content Planning

When planning content, whether blogs, videos, or even email campaigns, you must first do a thorough competitor analysis to see what works for them.

Find out their best-ranking articles, top-viewed videos, social posts with the highest engagements, etc., to understand what type of content is good to work on.

At the same time, find out from the SERPs what type of content gets the highest rankings for each keyword. For example, we have a blog on “How To Create A Virtual Tour” on the website of our other plugin. When we analyzed its performance, we noticed that a video is getting the top rank for the same targeted keywords. Hence we decided to create video content for the same topic as well.

So, conducting effective competitor research is crucial to decide what type of content to produce for successful lower funnel marketing.

Tools and Resources to Help with Bottom of Funnel Marketing

You need to rely more on analytical and research tools at this stage.

  1. Keyword Research and Analysis
    You can use Ahrefs to dive deep into keyword research, revealing those with high intent, and analyze search results for a thorough competitive landscape assessment. For keyword variations, search volumes, and competition insights, both organic and paid, you can use SEMRush to refine your strategies.
  1. Content Creation and Optimization
    Crafting content that resonates with your audience requires precision and clarity. Use Grammarly to ensure your content is polished and mistake-free, elevating its professionalism and credibility to new heights. Plus, use tools such as StoryChief and RankMath to help you maintain content calendars and optimize content.
  1. Landing Page with CTA Creation
    You may create a sales funnel with a custom landing page to promote your core product or service. In this case, you may use WPFunnels.
  1. Email Marketing and Automation
    You will need a tool that you may easily use to plan email campaigns and set up email automation without much hassle. You may use Mail Mint for a self-host email & lead management experience, and you may also look at other great tools such as Encharge or ConstantContact.
  1. Hosting Webinars or Workshops
    You may use tools such as Zoom, WebinarJam, or Restream (along with YouTube Live) to host webinars.

Best Practices for Creating Bottom of Funnel Content

As you develop your BOFU strategy, it’s important to focus on crafting content that effectively converts leads into customers.

Here are some straightforward best practices to enhance your BOFU content and maximize its impact:

  1. Highlight Key Benefits: Ensure your content clearly articulates the unique benefits of your product or service. Emphasize how these advantages address specific customer needs and stand out from the competition.
  2. Use Direct Calls to Action (CTAs): Your CTAs should be bold and clear, guiding prospects towards the next step. Whether it’s “Buy Now,” “Sign Up Today,” or “Request a Quote,” make sure the action you want users to take is unmistakable and easy to follow.
  3. Incorporate Social Proof: Customer testimonials, success stories, and positive reviews can significantly influence purchasing decisions. Including these elements in your BOFU content can help build trust and validate the decision to buy.
  4. Simplify the Purchase Process: Reduce any friction in the buying process. Ensure that navigating to the purchase page is straightforward and that there are minimal steps to complete a purchase. The easier it is to buy, the higher your conversion rates will be.
  5. Offer Limited-Time Discounts or Bonuses: Encourage immediate action by offering special promotions or bonuses for a limited time. This creates a sense of urgency and can persuade hesitant buyers to act now rather than later.
  6. Optimize for Clarity and Speed: Make sure your content is easy to read and gets to the point quickly. Use short paragraphs, bullet points, and clear headings to help readers absorb information quickly and make a decision.

By following these best practices, you can craft BOFU content that not only engages but also effectively converts your leads into loyal customers. As you implement these strategies, keep monitoring and adjusting based on what works best for your audience.

Final Thoughts

As we wrap up this beginner’s guide to the marketing funnel, it’s clear that the bottom of the funnel (BOFU) is super important to focus on in your funnel journey. This is where you will convert prospects and generate revenue.

So go ahead and review your whole marketing funnel and find out which area you may have a gap in. In most cases, people fail to do proper interlinking and often don’t produce BOFU content for certain keyword clusters.

Optimize your bottom-of-funnel marketing content plan and start converting more.

If you think you are ready with the perfect plan and want to start creating funnels, then go ahead and use WPFunnels & Mail Mint to build sales funnels & lead generation funnels, and automated emails.

Try WPFunnels & Mail Mint now.

Sakiba Prima

Sakiba Prima, the Content Editor at WPFunnels is passionate about making WordPress work wonders for your business. With a flair for simple yet effective sales & marketing tactics and handy tooltips, she turns complex ideas into easy reads.

Sakiba Prima

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