How I Helped Trengo Rank #1 and Convert More Leads With ICP-Led BOFU Content
The internet is full of content that ranks and still fails to convert.
We decided Trengo wasn’t going to be part of that crowd.
Instead of chasing empty traffic, we built a content system focused on one thing:
👉 Turning intent into action.
By creating ICP-specific, Bottom-of-Funnel assets and embedding smart conversion pathways inside every piece, we made sure Trengo didn't just attract visitors—they attracted future customers.
Here's how we turned high-intent searches into signups. 👇
The Challenge: Turning Traffic Into Customers
Trengo had no trouble getting traffic—their top-of-the-funnel (TOFU) content was already pulling in readers. But there was a problem: most of that traffic wasn’t converting.
Their SEO & Content Lead, Pim De Vos, wanted to change that by creating high-quality bottom-of-the-funnel (BOFU) content that could turn casual visitors into paying customers.
- Trengo’s audience wasn’t one-size-fits-all.
- Some users needed a shared inbox for their support team.
- Others wanted automation to handle high volumes of messages.
- And some were still figuring out if they even needed a tool like Trengo.
- Their existing BOFU content wasn’t doing enough to push visitors toward conversion.
- Competitors like HubSpot and Intercom dominated the high-intent keywords we needed to target.
So how do you create content that not only ranks but actually converts? That’s what I set out to solve.
My Thought Process: How I Tackled It
Step 1: Understanding Trengo’s Product & ICP
Before I could write anything, I had to deeply understand:
- Who Trengo’s Ideal Customer Profiles (ICPs) were.
- What problems they were trying to solve.
- How Trengo’s product features directly addressed those pain points.
To do this:
- I tested Trengo’s platform myself, noting every feature and its best use case.
- I studied customer feedback and reviews to see where users found value.
- I examined competitor content to identify gaps in their BOFU approach.
Step 2: Creating BOFU Content That Speaks to Decision-Makers
Next, I prepared a spreadsheet that highlights Trengo’s features and their benefits
Here, I’m focusing more on what the ideal user gets when they use Trengo — i.e., answering “what problem does the user solve by using this feature?.”
To fix this, I structured the content in a way that would speak directly to Trengo’s different ICPs:
- For support teams: “How Trengo Helps Customer Service Teams Reduce Response Times by 50%”
- For sales teams: “How Sales Teams Use Trengo to Capture & Convert More Leads”
- For eCommerce brands: “The #1 Customer Messaging Tool for Shopify & WooCommerce Stores”
Each piece had:
- Clear use cases for each ICP.
- Side-by-side comparisons showing how Trengo stacked up against competitors.
- Case studies & real-world examples to build credibility.
- Strong CTAs encouraging readers to try the platform.
Step 3: SEO Strategy That Targets High-Intent Keywords
BOFU content needs search intent alignment. Traffic alone won’t do it. You also need to rank for the right audience and at the right time.
I focused on keywords with conversion intent, such as:
- "Best team inbox software"
- "WhatsApp chatbot for eCommerce"
- "Omnichannel customer service software"
Instead of chasing high-volume keywords, I aimed for keywords that would bring in leads already close to making a purchase decision.
The Results
- Ranked #1 for "team inbox clutter"
- Ranked #2 for "team inbox management"
- Ranked #2 for "omnichannel customer service examples"
- Ranked #2 for "how to collect customer feedback on WhatsApp"
- Ranked #7 for "WhatsApp chatbot for education"
Most importantly, the content helped increase demo requests and sign-ups—which was the real goal all along.
No complicated onboarding. No endless meetings. Just results.
