Are you pouring money into creating big content as a SaaS company?
In this article, you’ll discover:
- What SaaS BoFU keywords are
- Why they matter more than most teams think
- How to find them, how to build pages around them, and
- How to track whether those pages actually produce revenue.
First things first, you need to know that there’s no point chasing keywords with thousands of monthly searches, and then waiting for leads that would never come.
Often, the problem is not your writing but your keywords.
The reality is that most SaaS teams skip the keywords that actually drive buyer traffic.
These are called SaaS BoFU keywords. You know what? If you are not using them, you are doing a lot of work for very little return.
What BoFU Means and Why It Matters
BoFU stands for the bottom of the funnel. It refers to the last stage of a typical customer buying journey.y
In simple terms, you can think of this buying journey like a funnel.
At the top, people are just learning about a problem they have. And in the middle, they start looking at possible solutions.
Whereas at the bottom, they are ready to buy because they are comparing tools, reading reviews, and checking prices.
The bottom line is that BoFU keywords are the words people type when they are at that bottom stage.
These people are not browsing. They are deciding.
Imagine someone who types “what is customer success software.” Undoubtedly, this person is at the top of the funnel. And the truth is that this fellow is learning. But you know what? Things become different when he or she types “Gainsight vs Totango” for small SaaS teams.
Of course, at that point, you don’t need anyone to tell you this person is at the bottom of the funnel. The first thing to note is that this person in question has done the research. And without doubt, he or she wants help in making a final call.
Knowing that difference as a SaaS founder or CMO matters a lot. The reality is that the second person is far more likely to become a customer.
Now here’s the thing: understanding where SaaS BoFU keywords fit inside a full keyword plan starts with SaaS Keyword Research: The B2B Guide to Finding Keywords That Drive Revenue.
That guide covers the full funnel from top to bottom and explains how to build a keyword strategy that maps to revenue, not just traffic.
Why Low Search Volume Does Not Mean Low Value
This is the most important thing to understand about SaaS BoFU keywords. Most teams skip them because the numbers look small.
When you open a keyword tool and look for BoFU keywords, a comparison keyword might show 50 searches per month. An alternative keyword might show 80. And a pricing keyword might show 30.
Now compare that to a top-of-funnel keyword like “customer success strategy,” which might show 2,000 searches per month. It becomes easy to see why teams skip the smaller ones.
But this thinking is wrong.
A keyword with 50 searches per month from people ready to buy is worth far more than a keyword with 2,000 searches from people who are just curious. You would rather have 50 real prospects than 2,000 casual readers.
Here is a simple way to think about it.
Imagine your product costs $500 per month. And suppose one out of ten BoFU visitors converts to a trial, and one out of five trials becomes a paying customer; then 50 visitors produce one new customer.
If you do the maths, that is $6,000 in annual recurring revenue from a single page. On the flip side, if a top-of-funnel page with 2,000 visitors and a 0.1 percent conversion rate produces two customers. It took 20x more traffic to acquire those two customers.
The bottom line? Search volume tells you how popular a keyword is. It does not tell you how valuable it is.
This explains why SaaS conversion keywords carry the highest intent of any keyword type. Often, that is where the return on investment lives. And yes, most teams chasing volume-first strategies never find it.
The Six Types of SaaS BoFU Keywords
SaaS BoFU keywords follow clear patterns. Once you know the patterns, you can find them fast.
1. Comparison Keywords
These keywords target people who are directly comparing two tools before making a decision.
The pattern is: [Tool A] vs [Tool B]. Here are typical examples of these keywords:
- “HubSpot vs Salesforce for SaaS startups”
- “Intercom vs Drift for B2B”
- “Asana vs Monday for remote teams”
People searching these terms have already narrowed their options to two tools. They need a final push. And a well-written comparison page can give them that push and send them your way.
2. Alternative Keywords
These are keywords that someone uses to search for options beyond a tool they already know.
The pattern is: [Competitor name] alternatives. Examples of these queries include:
- “Salesforce alternatives for small teams”
- “Zendesk alternatives for SaaS”
- “HubSpot alternatives for startups”
Now here’s something to note: If someone searches for alternatives to a competitor, they are unhappy with that competitor or not yet sold on it. With this in mind, you can win a prospect over by appearing through a page that positions your product as the best alternative.
3. Use Case and Category Keywords
These keywords link a tool category to a specific use case or situation. They are among the most valuable keywords for SaaS companies because they signal buyers who already know what they need but have not yet decided which provider to choose.
Here’s the pattern for these keywords: [Category] for [specific industry or team type]. Now, typical examples include:
- “CRM for SaaS companies”
- “Project management software for marketing agencies”
- “Help desk software for e-commerce teams”
Looking at these keywords, it’s evident that prospects who use them already know the category of tool they want. They just need to find the right one for their situation. And that is exactly where you want to show up.
4. Pricing Keywords
These keywords target people who are researching a tool’s pricing before making a purchase decision.
Usually, the pattern for these keywords is: [Tool name] pricing. So you might see a prospect typing queries like these:
- “Salesforce pricing for small teams”
- “Intercom pricing”
- “How much does HubSpot cost.”
Now note that nobody searches for the price of something they do not want to buy. If someone searches for your competitor’s pricing, they are almost certainly in buying mode.
And the truth is that you can capture that traffic with content that compares pricing across tools in your category.
5. Integration Keywords
This is one of the most overlooked types of keywords for SaaS.
Yet that doesn’t change the fact that when a buyer is close to a decision, they start checking whether a tool fits into their existing tech stack. As a result, they search for things like “does [tool] integrate with Salesforce” or “[tool] Slack integration.”
Here’s the pattern to identify with keywords in this category: [Tool name] + [integration name], or [category] that integrates with [platform].
The following include typical examples:
- “CRM that integrates with HubSpot”
- “Intercom Salesforce integration”
- “Project management tool Slack integration”
But note: These searches happen right before someone makes a buying decision. The point is that if your tool integrates with the platforms your buyers already use, then you need pages that say so clearly.
And the unfortunate reality is that if you do not have those pages, a competitor who does will win the click every time prospects search for these terms or keywords.
6. Review Keywords
These are keywords where someone looks for social proof before making a decision.
This is the pattern you can spot with review keywords: [Tool name] reviews, or is [Tool name] worth it. Typical examples include:
- “Asana reviews for small teams”
- “Is Salesforce worth it for startups”
- “Gainsight reviews”
That said, the interesting thing about review keywords is that they signal the final stage of the decision. The person has done the research. Essentially, prospects who use these keywords just want confirmation from other users before they commit.
How to Find SaaS BoFU Keywords
There are four places where BoFU keywords live. And here’s how you can find them without guessing:
Check What Your Competitors Rank For
Open Ahrefs or Semrush and type in a competitor’s domain. Go to their top-ranking pages. Sort by traffic.
Look for pages that match the BoFU patterns above: comparison pages, alternative pages, pricing pages, integration pages. Those are your targets.
For instance, if your competitor ranks for “HubSpot vs Pipedrive,” that is a keyword your potential buyers are already searching for. And that means you should be ranking for it too.
That said, if you want to learn which tools do this competitor research best, read Best Keyword Research Tools for SaaS Teams (Compared). That guide breaks down which tools work best for competitor gap analysis and BoFU discovery specifically.
Mine Google Search Console
Google Search Console shows you the real keywords that already bring people to your site. You can go to the Queries report and look for keywords that get impressions but no clicks.
If you see comparison or alternative keywords in that list, Google already associates your site with those topics. But the problem is you still don’t have a page that ranks for those keywords. Interestingly, discovering this can be a source of fast win for you and your SaaS business.
Meanwhile, it’s critical to note that BoFU keywords often appear as zero-click impressions long before you even target them.
The good thing is that you can understand how to turn those low-signal, high-intent queries into ranking content. Read How to Find Zero Search Volume Keywords in SaaS and Why They Convert.
That article explains how to use Search Console data to find SaaS conversion keywords your competitors have missed.
Ask Your Sales Team
Your sales team hears the same questions over and over before someone closes: “How do you compare to [competitor]?” and “What makes you better than [competitor]?” are two of the most common.
Those questions are SaaS conversion keywords in spoken form. The idea is to write them down and turn them into content.
The bottom line is that your sales team is sitting on a goldmine of keyword data. Unfortunately, most content teams never ask for it.
Look at G2, Capterra, and Trustpilot
These review platforms show you how real buyers talk about tools in your category. Go to your category page on G2. The goal is to read the reviews. Then notice the specific words people use to describe their problems and what they want.
For instance, if five different reviewers say “I needed a tool that integrates with Salesforce,” that phrase is a keyword opportunity. That is a real keyword-for-SaaS insight hiding in plain sight.
That said, note that understanding how to evaluate which of these keywords are actually worth targeting is a skill on its own. SaaS Keyword Analysis: How to Evaluate Keywords Before You Create Content walks through a full scoring framework covering intent, difficulty, and business relevance before you commit a single word to the page.
How to Build BoFU Pages That Convert
Finding the keywords is only half the job. The other half is writing content that turns those visitors into leads.
Here’s how you can write BoFU pages that convert:
- Be Honest About the Comparison
When you write a comparison page or an alternatives page, do not make your tool sound perfect. Real buyers know that no tool is perfect. And yes, they will leave if your page reads like a sales pitch.
The idea is to be specific about who each tool is best for. On top of that, you need to clearly acknowledge your product’s weaknesses. That honesty often builds trust, and that trust is what ultimately drives conversions.
- Answer the Question the Keyword Asks Right Away
If someone searches “HubSpot vs Salesforce for B2B SaaS startups,” they want a direct answer. Tell them clearly which tool is better for that specific situation and why.
You don’t need to bury the answer. Rather, give it upfront, and then back it up with detail.
- Make the CTA Specific
Every BoFU page needs a clear next step. This is why you should not just put a generic “contact us” button at the bottom.
For instance, “Start a free trial” is better than “learn more,” just as “Book a 20-minute demo” is better than “get in touch.” The point is that specific CTAs convert better than vague ones.
- Think About the Buyer Before You Write
Different buyers search differently. For example, a solo founder searching for a CRM uses a different language than a VP of Sales at a 200-person company searching for the same tool.
Knowing this distinction is essential. The point is that B2B buyers bring different stakeholders, budgets, and decision processes to every search.
Interestingly, B2B Keyword Research: How It Differs from B2C and Why It Matters for SaaS explains this. In detail, it shows you how to think about the full picture of who is searching and what they actually need to see before they will act.
The bottom line? Understanding that context makes every BoFU page you write sharper and more persuasive.
How to Track Conversions From BoFU Content
Most SaaS teams track traffic. Only a few track whether that traffic turns into revenue. This is the step most content teams skip. And it is the step that proves the value of SaaS BoFU keywords to leadership.
Here is how to do it properly.
Set Up Goal Tracking in Google Analytics
Every BoFU page should be built with a clear conversion goal in mind. That goal might be a demo booking, a trial signup, or a form submission.
Once you’ve determined this, you can then go into Google Analytics and create a goal for each of those actions. And then link the goal to the specific pages on your site. This tells you not just how many people visited a page, but how many people took action after visiting it.
Use UTM Parameters on CTAs
If you run paid campaigns or email campaigns that send traffic to BoFU pages, adding UTM parameters to every link is critical. This lets you see in Google Analytics exactly which source sent which visitor and whether that visitor converted.
This means that you’re simply guessing without UTM parameters.
Track Assisted Conversions
Most buyers do not convert on their first visit. Most of the time, they read a blog post and leave. Then they come back two days later, visit a comparison page, and then sign up for a trial.
This is where tracking assisted conversion. Interestingly, Google Analytics shows assisted conversions: cases where a page was part of the path to a conversion but was not the last page the visitor saw before they acted.
You know what? BoFU pages appear in these reports constantly. And of course, this data is important to capture and show to leadership when they ask whether content is producing results.
Connect Organic Traffic to Pipeline in Your CRM
If your team uses HubSpot, Salesforce, or another CRM, you can connect organic traffic to pipeline by tracking the first-touch or last-touch source for each lead.
You can simply ask your developer or ops team to pass the UTM source and the landing page URL into your CRM when a lead fills out a form. Practical measures like this help build a clear picture of which BoFU pages produce the most pipeline.
This is how you stop reporting on traffic and start reporting on revenue.
The Payoff Is Real
BoFU content takes work. First, you have to research competitors. Then you write honest comparisons, build integration pages, and set up proper conversion tracking.
But the interesting thing is that the payoff is real.
A single BoFU page ranking on Google’s first page can generate qualified leads every month with no ongoing effort required. Note these are not casual readers. They are people who are ready to buy.
So while top-of-funnel content builds awareness, middle-of-funnel content builds consideration. And ultimately, BoFU content closes deals.
Most SaaS teams are great at the first two. Yet only a few invest properly in the third. And guess what? That gap is your opportunity.
Start by picking one SaaS BoFU keyword pattern from this article. Find one keyword your competitors rank for that you do not. Then build a single, honest, well-structured page around it. Afterward, set up goal tracking before you publish. And more importantly, measure what happens.
Once you see that one BoFU page drives more qualified pipeline than ten top-of-funnel posts, your whole approach to keywords for SaaS will change. And when you are ready to build a full strategy around that insight, SaaS Keyword Strategy for Competitive Markets shows you how to compete for high-intent terms even when your domain is smaller than your competitors.
