SaaS Marketing
Bottom-of-Funnel (BOFU)
Quick definition
Bottom-of-funnel (BOFU) refers to prospects close to purchase — the stage where commercial and transactional content drives conversion.
BOFU content includes product pages, pricing pages, comparison pages ('X vs Y'), alternatives pages, case studies, customer stories, and demo/signup flows.
Why Bottom-of-Funnel (BOFU) matters
BOFU is high-leverage: small CTR or conversion improvements directly impact revenue. It's also where SEO + paid + sales-led overlap most.
How Bottom-of-Funnel (BOFU) works in practice
Invest in BOFU content first if you're starting from scratch — it converts existing demand, even at lower traffic volumes.