Hands up if you know what top-of-funnel content is! 🙋🏻♂️
Now, do you know why it’s the last type of content you should spend time on?
Let’s break down this misunderstood ecommerce content strategy.
The Sales Funnel: Where to Focus First
Imagine you run an #ecommerce store selling post-operative support garments (stay with me here).
1️⃣ Bottom of Funnel (BOFU) – Where the money is
At the bottom of the funnel are your category and product pages.
When someone searches “liposuction compression girdle,” they’re ready to buy. These pages need to be:
✅ Fully optimised for SEO
✅ Targeting high-intent keywords
✅ Driving conversions
✅ Generating revenue 🤑
These pages should be your #1 priority.
2️⃣ Middle of Funnel (MOFU) – Educate & Convert
Once your product and category pages are solid, your next move is MOFU content – usually blogs & FAQs that answer high-intent questions.
This is where customers know what they need but are still weighing options. You want your content to answer their questions and lead them to buy.
🔹 “Why are compression garments needed after liposuction?”
🔹 “Best compression garments for liposuction recovery.”
🔹 “Should I buy more than one compression garment for recovery?”
Every MOFU blog should:
✅ Link to relevant product pages
✅ Include strong calls to action
✅ Move visitors toward a purchase
3️⃣ Top of Funnel (TOFU) – The last priority
At the top of the funnel, people aren’t even sure what they need yet. They’re asking:
🔍 “What is liposuction and how does it work?”
🔍 “How long does it take to heal after liposuction?”
🔍 “How to reduce swelling after surgery?”
Great for brand awareness? Sure.
Great for driving sales? Not so much.
The Takeaway
If your time or budget is tight, focus where the money is:
1️⃣ Nail your product & category page SEO
2️⃣ Create MOFU content that educates & converts
3️⃣ Only then, think about TOFU content
Too many businesses start with TOFU and wonder why traffic doesn’t convert.
💡 Make your content work for your business – not just for clicks.
Need help making your own ecommerce sales funnel work harder?
I offer several monthly SEO packages to suit e-commerce stores of all sizes and budgets. And that includes blogging strategy and implementation.
If you’re not ready to make that leap yet, why not opt for my FREE “five to fix” SEO audit to work out why you’re not ranking as high as you’d like and what you need to do about it.
Let’s get your blog making sales!