Blog Post

At the top of your funnel, it’s all about visibility—grabbing attention and making a solid first impression. But once you’ve done that, the real work begins.

Welcome to MOFU, or Middle of Funnel—the often-overlooked, highly misunderstood phase that separates casual browsers from serious buyers. Get this part wrong, and you’ll lose people before they even reach the final decision.

I’ve worked with brands that poured time and money into top-of-funnel content but saw poor conversion rates because they forgot one thing: nurturing. MOFU is where that happens.

In this post, I’ll break down the MOFU tactics I use to nurture leads, build trust, and guide people one step closer to saying yes.

MOFU is the “consideration” stage in your marketing funnel. Your leads know they have a problem. They’re aware that solutions exist. And now they’re looking to understand:

• Which approach makes sense?
  
• Who can they trust?
  
• What’s worth their time and money?
  

This is not the time to pitch hard. It’s the time to educate deeper, build credibility, and position your brand as the clear choice.

Most businesses focus heavily on TOFU (blog posts, ads, videos) and BOFU (landing pages, demos, offers), leaving MOFU as an afterthought.

But skipping MOFU leads to:

• Leads that ghost after the first click
  
• Email lists that never engage
  
• Landing pages with tons of views but low conversions
  

MOFU is the bridge. It’s where you warm people up—so they’re actually ready when the ask comes.

Let’s walk through the MOFU strategies I use to nurture leads and prep them for conversion.

A good case study does more than showcase results. It helps leads see themselves in your story.

Here’s what I include in every strong MOFU case study:

• The challenge the client was facing (that your lead might relate to)
  
• The specific solution or strategy used
  
• Measurable outcomes with clear before/after contrast
  
• Quotes or commentary that feel personal and real
  

Bonus tip: Use case studies in email sequences and on key MOFU pages—not just buried in a blog archive.

You can find more ideas like this in my funnel content strategy guide.

TOFU lead magnets offer quick wins. MOFU ones go deeper. This is where I use gated resources that offer substance—something that helps your lead think or act more strategically.

Examples include:

• Buyer’s guides or product comparisons
  
• In-depth industry reports
  
• Templates or toolkits they’ll actually use
  
• Recorded webinars or mini-courses
  

These assets work because they add real value while naturally introducing your solution.

I often connect these pieces to automated nurture sequences that lead to BOFU offers. You’ll find a complete map of that process in my funnel journey guide.

MOFU is where email becomes your best friend. But not the kind that sends generic blasts.

I write email sequences that:

• Answer common objections
  
• Tell customer stories (sometimes short, sometimes full-on case studies)
  
• Share behind-the-scenes insights
  
• Link to comparison content or video walkthroughs
  

The goal here is light selling—with a focus on value and conversation, not pressure.

Want to see the difference this makes? I talk more about MOFU email impact in this post.

Not everyone converts on their first visit—and that’s okay. Retargeting helps bring people back, especially when your content evolves with their interest.

At the MOFU stage, I retarget based on actions:

• Viewed a pricing page? Serve a testimonial ad.
  
• Downloaded a lead magnet? Offer a webinar invite.
  
• Watched 50% of a video? Send a comparison guide.
  

This is where you start showing up like a helpful guide—not a desperate salesperson.

MOFU isn’t just about written content. I use video at this stage to:

• Address specific objections
  
• Offer product walkthroughs
  
• Share team insights or behind-the-scenes culture
  

You don’t need a full studio. A simple, well-lit, to-the-point video can build more trust than five paragraphs of copy.

Include these videos on email, landing pages, or inside gated content experiences.

You won’t always see immediate conversions from MOFU. That’s not its job.

Here’s what I track:

• Engagement rates on email sequences
  
• Downloads and opt-ins on gated assets
  
• Clicks from TOFU to MOFU content
  
• Retargeting audience size growth
  

Ultimately, MOFU should move leads forward—closer to making a confident decision.

If you’ve built MOFU content before and it didn’t convert, don’t panic. Chances are, you fell into one of these common traps:

1. Too much focus on features, not fit. MOFU is about relevance, not specs.
   
2. Reusing TOFU content for deeper leads. They’re past “what is it”—they want “why you?”
   
3. Forgetting to follow up. MOFU content without a sequence or next step gets ignored.
   
4. Treating leads the same. One-size-fits-all content doesn’t work here.
   

I highlight more of these in my guide on funnel mistakes to avoid

When TOFU pulls in attention and BOFU pushes for action, MOFU holds it all together. It helps people transition from curious to confident—without forcing it.

That’s why I always design my funnel content as a series of connected conversations. Each piece has a job, and MOFU’s job is simple: build the trust that drives conversion later.

Need to tighten up the entire funnel? I’ve laid it out clearly in this guide.

MOFU may not be flashy—but it’s where momentum is built. If you want qualified leads who actually convert, focus on nurturing, not just broadcasting.

Create content that helps people solve real problems. Follow up with care. Show proof, offer insights, and earn the next step.

That’s how I help businesses turn leads into loyal customers—and how you can do the same.If your MOFU feels messy, reach out. Or start by exploring my real-world funnel examples and build from there.