Hey everyone,
Araminta here.
I’m in the middle of doing a Diagnostic right now with a new fintech company that’s facing an interesting issue: they’ve been producing content regularly for years now and organic has been their best performing channel, but recently inbound website leads have been decreasing.
They haven’t changed anything with their content. So what’s happening?
It’s been fun digging into what’s going on, and this is what I want to share: more content ≠ more leads.
Scaling content is not enough. What's important is creating the RIGHT type of content.
Here’s how I’ve diagnosed the issue, and if you’re facing a similar problem, here’s how to figure out what’s happening:
1. Is your website appearing for the right Bottom of the Funnel terms?
Bottom of the Funnel (BOFU) = someone who knows they have a problem and actively looking for a solution.
Make a list of the BOFU phrases your ICP would be searching for in Google + LLMs and see if your website is turning up. For example, “embedded payment solutions for SaaS" or “accounting tool for small business”.
BOFU content is so powerful because it connects you with the people who are inches away from making a purchase. These are high intent readers, so you don’t need to do much work to convert them.
If your website is not turning up for important BOFU phrases, then you know what the issue is and how to solve it: start creating content targeting those phrases.
In my experience, this is the most common reason website enquiries are flat. What’s happening is you’ve been creating a lot of content, but it’s just not the type of content that gets you appearing for the “buying phrases”, the phrases that matter.
If you want to dig into how to do more of this, read our article on BOFU: What is BOFU (Bottom of the Funnel) Content and Why Is it Important?
nother reason tyou may not be turning up for those terms is that your website has tchnical SEO issues. This is a rare reason, but i you have a big complex website across multiple geographies that’s been going for 10+ years, this could also cause issues. Running your website through Claude or a free version of SEMRush will tell you this. I recommend working with a technical SEO freelancer who can help get those fixed for you.
For this particular client, their competitors are turning up for all the key buying phrases but their content is very outdated and just not appearing for those key buying terms.
So I quickly have diagnosed the issue and what we’re going to do is update the content and to ensure they appear for the right phrases.
2. If your website is appearing, does the content actually answer the question?
Say that your website is appearing for the right phrases, but you’re still not bringing in leads. What could be happening there?
The main thing I’d ask is: are you actually answering the question?
In your "embedded payment solutions for SaaS", do you just have an article that talks about the future of embedded payments and what that means for society?
If it's too high level, the content won't convert. Someone at the BOFU stage is looking for product info and for help making a decision. They might even be impatient for a solution: they have a problem they need to solve, and they want to know how to solve it.
That's what your content should clearly do. If your article doesn’t get to the point and solve their problem, they’ll just click away.
In this case, the fix is to rewrite the articles that are already appearing for those key phrases and make sure they have the right info (and that is up to date!).
We did this for a client where we updated and optimized 13 of these high-impact articles. They were already ranking well, but not bringing in conversions.
In 2024, those articles brought in 32 leads. In 2025, they brought in 102! That’s a 234% increase, just from improving existing articles. (You can read the full case study here: Case Study: How We helped WorldFirst Reach 50+ Conversions per Month with Content)
If you’re not sure how to improve, check out our article on this topic: What Good BOFU Content Looks Like (And Tips on Creating it)
For this client, their website is sometimes appearing for the right keyphrases. But in those articles they barely talk about their product at all!
I like to use this example of an article we wrote for our client Yapily that does a great job on going into detail about payment orchestration and their product (without being salesy): Open banking in Germany
3. If your content answers the right questions and appears in the right places and conversions are still flat, there may be a few other reasons:
Here are a few other reasons this may be happening:
- The content is just not high quality. If it's very generic and terrible to read, it just won't convert. AI slop or just badly human written content doesn't work. People do read content and they can tell when you’ve put no effort into it or it doesn’t answer their question. Bad content will reduce buyers' trust in you, and they won’t click on your website in the future. That's why no content is better than bad content.
- Your target audience doesn't do much research online, maybe content distributed online isn't the right approach for your company. This happens in spaces like financial advisors or wealth managers, an industry that is heavily based on referrals.
- You're in a very saturated space where competitors create a lot of high quality content. Your ICP has plenty to choose from. In this situation, you can still get content to work, but you really need to make it clear why you’re better / different to competitors. Comparison and best of articles are key here.
You can read more about how to write competitor articles here: Why You Should Write About Your Competitors as a Fintech Company
It’s rare that content done well doesn’t translate into an increase of leads, especially if you already get inbound leads organically or through paid ads.
If you’re still not sure why it’s not working for you, feel free to respond to this email with your website address and I’m happy to share my own thoughts on why it may be happening!
Araminta & the Mint team 🎉
Mint Studios Recommended Reads
- Google Doesn’t Punish AI Content; It Punishes Bad Content (331k Pages Studied): Great article by Ahrefs on how much AI you can really use with your content.
- Financials Industry: 2026 AEO / GEO Benchmarks: Some interesting benchmarks on the financial services industry for LLM visibility.
We help financial services and fintech companies turn content into measurable pipeline. Learn more about what we do.
