Most businesses create content for traffic.

Nextiva creates content for customers.

Their strategy isn’t about writing random blog posts. It’s about targeting the right audience at the right time. They focus on commercial-intent content—the kind that doesn’t just inform but moves users toward a buying decision.

Instead of relying on generic educational content, Nextiva structures its content to lead visitors toward a solution. From solution-based blogs to comparison content and product-focused pages, their approach is designed to turn traffic into leads.

If you’re a small business looking to use content to generate real leads, this breakdown will show you exactly how Nextiva does it—and how you can too.

1. Solution-Oriented Content That Guides Buyers

At first glance, pages like What is a VoIP Phone? or What is a Virtual Phone Number? may seem purely educational. But they serve a bigger purpose.

These articles don’t just define concepts—they introduce business owners to solutions.

Here’s how they work:

• They speak to decision-makers. A company searching for What is a VoIP phone? isn’t just looking for a definition. They’re likely exploring options for their business. Nextiva’s content meets them at this stage and positions their product as the right choice.
• They connect business problems to Nextiva’s solutions. These pages highlight common pain points and show how VoIP or virtual phone systems can solve them.
• They are built to convert. Every article naturally leads into Nextiva’s products and services, guiding users toward the next step.
• This type of content isn’t about educating for the sake of it. It’s about helping users understand their needs and offering them the best solution.

Source: Nextiva

How to Implement This for Your Business:

• Write content that answers key business questions but leads users to a solution.
• Ensure your articles position your product as the logical next step.
• Include clear calls to action to move users down the funnel.

Want to craft compelling content that educates and converts? Learn from how top SaaS companies are nailing content marketing.

2. Product & Service Pages That Capture High-Intent Users

Beyond blogs, Nextiva optimizes its product pages to rank for commercial searches i.e. queries from users actively looking for business solutions.

Take their Business VoIP Solutions page. It’s not a general industry article. It’s designed for buyers ready to evaluate options.

What makes these pages effective?

• They target decision-stage users. These pages are built for people who already know what they need and are looking for a provider.
• They highlight benefits over features. Instead of dumping technical specs, these pages focus on real business outcomes.
• They drive action. Each page includes strong CTAs—whether it’s scheduling a demo or signing up for a free trial.

Source: Nextiva

How to Implement This for Your Business:

• Optimize your product and service pages for decision-stage searches.
• Write in a way that addresses real business needs, not just technical details.
• Ensure each page has a clear action step—request a demo, book a call, or sign up.

Need inspiration on writing product pages that sell? Check out our guide on optimizing SaaS landing page copy using ChatGPT.

3. Comparison Content That Helps Users Choose

Most buyers don’t make decisions in a vacuum. They compare options before making a choice.

Nextiva understands this and creates content that helps businesses evaluate solutions without leaving their website.

They publish content that helps businesses understand what to look for when choosing a provider.

For example:

• Best Business Phone System – Instead of pushing a single product, this article helps businesses understand key factors in selecting a phone system with Nextiva naturally positioned as a leading option.
• Choosing a VoIP Provider – A detailed guide that helps users compare solutions based on pricing, features, and reliability.

What makes this content effective?

• It meets users at the decision stage. These pages are designed for business owners actively looking for a solution.
• It answers key comparison questions. Instead of letting users research competitors elsewhere, Nextiva provides the decision-making framework right on their site.
• It removes uncertainty. By guiding users through what to look for in a business phone system, Nextiva helps streamline the buying process.

Source: Nextiva

How to Implement This for Your Business:

• Create content that helps users compare solutions without leaving your site.
• Answer decision-stage questions—pricing, features, reliability, and use cases.
• Ensure your content helps users make an informed decision while positioning your product as the best choice.

Want to see how other companies dominate SEO with comparison content? Read our SEO teardown of SE Ranking.

4. Industry Content That Builds Trust

Beyond product-driven content, Nextiva also creates industry-focused resources to establish credibility and become a go-to source for business communication solutions.

A great example is their Small Business Phone Service.

Here’s why this works:

• It builds long-term trust. Businesses researching communication strategies aren’t always ready to buy, but quality content keeps Nextiva top-of-mind.
• It attracts high-quality leads. Industry resources bring in decision-makers looking for reliable insights.
• It aligns with Nextiva’s product offerings. The content naturally connects business challenges to Nextiva’s solutions.

Source: Nextiva

How to Implement This for Your Business:

• Publish in-depth resources that align with your industry and expertise.
• Ensure your content is actionable and valuable, not just keyword-driven.
• Use industry content to attract and nurture high-value leads.

Key Takeaways from Nextiva’s Content Strategy

Nextiva’s content doesn’t just bring in visitors. It brings in buyers.

Here’s what makes their approach work:

• They focus on high-intent content that leads to business outcomes.
• They optimize product and service pages for decision-stage searches.
• They create content that helps users compare options and make informed choices.
• They publish industry resources that build trust and attract high-quality leads.

How You Can Apply This to Your Business:

• Shift from general blog content to high-intent, solution-driven content.
• Optimize your product and service pages for conversions.
• Create decision-stage content that helps buyers evaluate options.

Want a Content Strategy That Brings You Leads? Let’s Talk.

Most businesses focus on writing content that ranks. But rankings don’t pay the bills—conversions do.

At Concurate, we specialize in creating content that attracts buyers, not just visitors. Our approach focuses on high-intent keywords, conversion-optimized pages, and content designed to generate leads.

We don’t just create content for SEO. We craft strategic content that positions your business as the best choice. Whether it’s solution-based content, product-driven pages, or competitor analysis, we ensure your content works for your business.

If you’re ready to turn your content into a lead-generation machine, let’s talk. Reach out to us today, and let’s build a strategy that works.