They came, they read... and they left.

_{Day 91/100}

Hey—It's Tim.

Another SaaS founder DMed me last week:

I asked for the blog driving most of that traffic.
They sent me this gem:

And look - it was a good read.
Sharp intro. Clean visuals. Smart insights.

But here’s the thing...

After 3 minutes on the page, I still didn’t know:

• What they sold

• Who they helped

• Or what to click if I wanted to talk to them

I came hungry.
They served a buffet.
And when I needed it most

They denied me dessert.

(Side note: we literally built a tool inside Penfriend to fix this exact problem. More on that below.)

Your leads are in another castle 🏰

Most SaaS blogs are like fancy museums.
Polished. Quiet. Lots of artifacts.
But no one actually offers you anything.

And the biggest reason?

You don’t have enough BoFu content.
(Bottom of Funnel - the kind that sells.)

You’ve got:

• 🥗 TOFU listicles

• 🧠 MOFU “how to” guides

• 🍽️ But no main course

No comparison pages.
No “why us vs them.”
No breakdown of what it’s like to actually use your product.

This content prints cash (we made the templates)

If you’re sitting on 30 SEO blogs and 3 leads a month, here’s what to do:

1. Build a BoFu Content Layer (yes, a layer)

This sits below your top-of-funnel posts and directly connects search to sales.
Make pages like:

• “Best [Tool Type] for [Niche Use Case]”

• “Why We Switched From [Competitor]”

• “[Job Title]’s Guide to Solving [Pain Point]”

• “Can [Product] Do X? Here’s How”

• “From [Problem] to [Outcome] - [Customer] Case Study”

No fluff. No SEO filler. Just useful pages that convert.

👉 This is exactly what Penfriend’s BoFu feature does.
You pick a template. Fill in the blanks. It writes the damn thing for you.

No content team required.

2. Add product pathways to every high-intent blog

Ask yourself:

If there’s no clear answer -
You’ve built an escape room with no exit.

✅ Add mid-article CTAs
✅ Drop in-product screenshots where relevant
✅ Link to your best demo/landing/use-case page
✅ End every blog with a single, intentional offer

3. Turn “invisible” features into searchable content

What do you solve that no one else talks about?

Make that a post.

• “How we auto-flag suspicious invoices in 3 systems”

• “Why you can’t do this in [Competitor] - and how we fixed it”

• “Deferred success metrics (and why SaaS teams miss them)”

BoFu gold.

4. Don’t fear the obvious

People are literally Googling:

Write the page.
Own the story.
Be honest - but be biased.

If you don’t write it, someone else will.
And they won’t be so generous.

5. Build the BoFu “Mini Site”

Bundle all of this into one internal hub:

• Use cases

• Feature explainers

• Comparison charts

• Case studies

• Calculator tools

• Live demo links

Then:
✅ Link to it from your top blogs
✅ Give it to your sales team
✅ Turn it into a retargeting destination

That’s how you beat zero-click searches.
That’s how you stay relevant in an AI-answer world.
That’s how you turn visitors into buyers.

✌️ Tim "404 Leads Not Found" Hanson
CMO @Penfriend.ai

Same brain, different platforms: X, Threads, LinkedIn.

P.S. "Make content that makes money" is one of my favourite taglines I’ve come up with.

Penfriend.ai
Made by content marketers. Used by better ones.