B2B SaaS client: 50k monthly visits, 3 demos. Problem: all TOFU. Fix: 20 BOFU pages drove 41 demos in 60 days with 8k traffic.
BOFU Keyword Map
Searches before demo: “Tool A vs Tool B”, “Tool A alternative”, “Tool A pricing”, “Tool A integrations”. These have 10x higher intent than “what is Tool category”.
Page Types
- Vs Pages: Feature matrix, G2 ratings, migration guide, CTA to switch.
- Alternative Pages: “5 alternatives to X for [industry]” – you as #1.
- Integration Pages: “Slack + YourTool integration” – programmatic 100 pages from integrations list.
SEO + Sales Sync
Add “Talk to Expert” with calendar, capture intent via HubSpot. Attribute pipeline – demo from /vs page = SEO win.
Distribution
Post vs pages on LinkedIn + G2 – earn backlinks while capturing demand gen.