What is bottom of the funnel content (BOFU)?
Bottom of the funnel content, BOFU for short, is everything you make for the person who already knows what they need and is choosing who to get it from. By this point they have found you, read about you and compared you with two or three others. What they want now is proof and a path: a case study that looks like their problem, a demo, a pricing page, a reel, a clear way to get in touch. The job of BOFU content is to remove the last reasons not to act.
It sits opposite top of the funnel content, which exists to be found by people who do not know you yet, and middle of the funnel content, which earns their trust. BOFU is the smallest slice of the funnel and the one most directly tied to revenue.
Why it matters
Why BOFU content matters
Because the decision is made here, and most brands under-invest in it. Marketing teams pour effort into awareness, the blog posts and the social calendar, then hand a hot lead a stale PDF and a contact form. The person who arrives at the bottom of the funnel is the most valuable visitor you will have all month, and what they find there decides whether that is a sale or a bounce.
BOFU content also does the quiet work of qualifying. A clear pricing page, a scope-of-work page, a case study with a real budget range: these let the wrong prospects walk away early and let the right ones arrive at the conversation already sold.
In practice
How BOFU content works in practice
- 01
Start with what the buyer needs to see to say yes. For an agency that is the work (a reel, a case study with the problem and the outcome, a page for their category), the terms (how we price, how long things take) and a low-friction next step. For a product it is the demo, the comparison page, the trial, the return policy, the reviews. Each piece answers one objection.
- 02
Then put it where the decided buyer actually lands: in the navigation, at the end of every mid-funnel piece, behind the ads that retarget people who visited twice. BOFU content should be short, specific and fast, with one call to action, because the reader has done the research and is looking for the door.
At RIOT
BOFU content at RIOT
Our bottom of the funnel is deliberately simple: the work and a conversation. The sizzle reels page exists so a brand that already wants a reel can watch a dozen of ours in a few minutes, and the brief is a short form that gets straight to the project. Everything else on the site, this glossary included, points toward those two pages.
Watch out
What people get wrong about BOFU content
Writing it in a different voice. The case study that reads like a press release, the pricing page full of hedges, the demo that opens with a logo animation: these are the content equivalent of a salesperson clearing their throat. The person at the bottom of the funnel wants the same brand they fell for at the top, with the detail turned up. The other mistake is gating it. Making a ready buyer fill in a form to see your pricing is a tax on the exact person you least want to lose.
