Top of Funnel
- "What is a CRM?"
- "How to improve sales"
- Generic awareness content
Bottom of Funnel
- "[You] vs [Competitor]"
- "Best CRM for startups"
- "[Competitor] alternatives"
The BOFU Problem
High-intent traffic is going to your competitors because you don't have the content.
TOFU is Easy, BOFU is Hard
Top-of-funnel content is everywhere. But the comparison and alternative content that actually converts? Nobody has time for that.
High-Intent Traffic Goes Elsewhere
Users searching '[Competitor] alternatives' or '[Product A] vs [Product B]' are ready to buy. Without BOFU content, they buy from whoever ranks.
Competitors Own Your Keywords
Your competitors have comparison pages for every alternative. When prospects research you, they find competitor content.
4 Types of BOFU Content
Comprehensive coverage for every buyer search query.
Vs Comparison Pages
Head-to-head comparisons: '[Your Product] vs [Competitor]'. Capture users actively comparing solutions.
Notion vs Confluence: Complete Comparison
Alternative Pages
Rank for '[Competitor] alternatives'. Capture users looking to switch from competitors.
Top 10 Salesforce Alternatives in 2025
Category Roundups
Comprehensive 'Best [Category] Tools' guides that position you as the authority.
Best Project Management Software for Teams
Buyer's Guides
In-depth guides that help buyers make decisions (and choose you).
How to Choose the Right CRM for Your Startup
Everything You Need for Buyer Content
Comprehensive tools for creating content that captures high-intent traffic.
Comparison Engine
Generate '[You] vs [Competitor]' articles that rank for high-intent buyer searches.
Alternative Pages
Create 'Top [Competitor] Alternatives' content that captures switcher traffic.
Category Roundups
Publish 'Best [Category] Tools' articles that position you as a thought leader.
Auto Competitor Research
AI analyzes competitor features, pricing, and positioning for authentic comparisons.
GEO Optimization
Content optimized for AI assistants so you get recommended in ChatGPT responses.
BOFU Strategy
Complete content calendar focused on bottom-of-funnel keywords that convert.
Frequently Asked Questions
BOFU (Bottom of Funnel) content targets users who are ready to make a purchase decision. This includes comparison articles ('[Product A] vs [Product B]'), alternative pages ('Top [Competitor] Alternatives'), and buyer's guides. These users have high purchase intent.
TOFU (Top of Funnel) content attracts browsers. BOFU content attracts buyers. A user searching 'best CRM for startups' is much closer to purchase than someone searching 'what is a CRM'. BOFU traffic converts at significantly higher rates.
Our AI automatically analyzes competitor websites, feature pages, and pricing to create balanced, credible comparisons. You don't need to manually research each competitor - we handle it automatically.
Yes! FirstClick can batch generate comparison and alternative articles for all your competitors. Go from zero BOFU content to comprehensive coverage in days, not months.
Absolutely. Comparison content is highly cited by AI assistants when users ask questions like 'What's the best [category] tool?' or compare products. FirstClick optimizes specifically for AI citation.
A content writer might produce 2-4 comparison articles per month after extensive research. FirstClick can generate 50+ in the same time, with consistent quality and SEO optimization built-in.
