How to Finally Turn Browsers into Buyers
Let’s set the record straight: Not every post needs to go viral.
Some just need to convert.
Welcome to the Bottom of Funnel (BOFU): the place where we stop trying to get everyone’s attention and focusing on reach and start talking to the right people. The ones who are already interested and just need a reason to say yes. This is the stage where people already know who you are. Maybe they’ve followed you for a while, bookmarked a few posts, or lurked on your site.
What Is BOFU Content?
BOFU (Bottom of Funnel) is your conversion content.
It’s designed for people who already trust you and are close to buying. Your job here is to answer final questions, reduce friction, and confidently show them why your offer is worth it.
Here’s what bottom-of-funnel content actually looks like:
Clear Offer Posts: Tell them what you’re selling, who it’s for, and what to do next. No mystery.
Promo or Launch Posts: Countdown, urgency, limited time—this is the place for it.
Case Studies or Results: Show what your work actually delivers. Think: “before and after” vibes.
Testimonials and Proof: Your audience talking about their transformation. Use screenshots. Use video. Use what’s real.
FAQs or Objections: Answer the silent “but what ifs” holding people back from clicking “add to cart.”
And just a reminder:
👉 BOFU content isn’t measured by likes.
What to measure with BOFU content
Website traffic
Click-through rate
Cart adds
DMs asking “how do I book?”
Sales
BOFU isn’t trying to “go viral”
It’s not meant to rack up likes and that’s the point.
This content will often get lower engagement than TOFU or MOFU content, and that’s okay. The key metric here is clicks, conversions, and buyer intent.
If you’re judging your BOFU by likes, you’re using the wrong yardstick.
Why BOFU is so overlooked
Too many brands over-index on reach and awareness and never bother to close.
But the truth? Sales come from stacking trust over time, and BOFU content is what cashes in on all that trust you’ve been building.
Skipping this step is like inviting someone to your party and forgetting to tell them where it is.
But Liana, Why Isn’t It Performing Like My Meme Did?
Because it’s not supposed to.
BOFU content won’t break the internet, it’ll build your revenue.
Virality ≠ Strategy.
And not every piece of content should try to be a star. Some need to be closers.
Where BOFU Fits in the Funnel
At Lidavi, we break content into three stages that align with the actual marketing funnel:
Top of Funnel (TOFU): For demand generation. Think memes, relatable takes, founder stories, trends. It’s about awareness and connection.
Middle of Funnel (MOFU): For educating, explaining, and nurturing. Think tutorials, breakdowns, why you do what you do.
Bottom of Funnel (BOFU): For converting. That’s what we’re talking about here.
And for service providers or consultants, it’s even more important. You’re not just selling a product. You’re selling trust. Which means you have to be even more clear and consistent at the bottom.
What to Measure at BOFU
Track what actually matters here:
Link clicks
Email signups
DM inquiries
Sales conversions
Page traffic from social
Engagement is a nice bonus. But if it doesn’t move your bottom line, it’s not doing its job.
Final Word: You need BOFU if you want sales
If your “shop now” posts aren’t working, it might be because you’re showing up like a stranger. But if you’ve been doing the work with TOFU and MOFU content, then it’s time to actually ask for the sale clearly, confidently, and consistently.
This is the part of your funnel that pays the bills.
So next time you plan your content, ask yourself:
“Do I have anything for the people ready to buy?”
If the answer is no,your funnel’s got a leak.
Let’s fix that.
If you’re ready for a content strategy that’s aligned, measurable, and not chasing trends reach out and let’s build it together.