- Tim at Penfriend
- Posts
- They came, they read... and they left.
They came, they read... and they left.
Your best content is missing one thing: a reason to buy.

Day 91/100
Hey—It's Tim.
Another SaaS founder DMed me last week:
“Our traffic’s up. Our leads... aren’t.”
I asked for the blog driving most of that traffic.
They sent me this gem:
“8 Billing Models for Subscription Companies in 2025”
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.
Traffic ≠ leads when you have nothing worth committing to.
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.

We built this last year. And it enabled me to build out all the BoFu pages for Penfriend in 3 weeks.
As one person.
2. Add product pathways to every high-intent blog
Ask yourself:
“If someone is ready to buy right now, where do they click?”
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:
“Your Tool vs Competitor”
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
💸 Want help? We already built it.
We baked this into Penfriend because we were tired of watching great teams write content…
that didn’t convert.
You pick one of 5 money-making templates:
Product Reviews → Your tool becomes the obvious solution
Us vs Them → Come out on top (without sounding desperate)
Best X for Y → Rank + Sell in one go
Alternatives to ____ → Hijack competitor traffic
A vs B vs Us → Slide into every comparison search
Then you:
Fill in some product details
Click a button
Get a BoFu blog that sells
Boom.
One page closer to your next paying customer.
You don’t need more traffic.
You need more pages that close the loop.
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.
What to do next
Share This Update: Know someone who’d benefit? Forward this newsletter to your content team.
Get your First 3 Articles FREE EVERY MONTH! We just dropped the biggest update we’ve ever done to Penfriend a few weeks ago. Tone matching with Echo, Hub and Spoke models with Clusters, and BoFu posts.
Let Us Do It For You: We have a DFY service where we build out your next 150 articles. Let us handle your 2025 content strategy for you.