Support the buyer's journey

How the buyer's journey affects your content strategy

The natural instinct when writing website content is to focus on what your company does. It makes sense. But a more effective approach is to start with who you’re talking to and why they’re there. You'll notice an automatic shift in your mindset. It will be easier to decide what needs to be on the page, how to organize it, and what actions you want visitors to take.

That's where the buyer's journey comes in. Here's a quick look at each stage and what your content should be doing there.

Awareness

The buyer becomes aware of a need or a problem that can be solved.

At this stage, the buyer is searching for information or asking for recommendations. Develop content that answers common questions. Provide guides, infographics, checklists. Create content that includes keywords that users will enter into search engines to find the information they need.

Consideration

The buyer identifies potential solutions.

The buyer is considering the options, making comparisons, and narrowing down their choices. Provide information that compares your solutions to the alternatives. Feature FAQs or enable chatbots to answer deeper questions. Create case studies.

Decision

A solution is selected.

The buyer is ready to make a purchase. Make it as easy as possible to take the next step, whether that's contacting sales or completing a purchase online.

Your website beyond the buyer's journey

Retention & Advocacy

Post-purchase, your website can continue to provide value to your customers.

Consider onboarding materials, tutorials, customer portals, or knowledge bases. Follow up for feedback. The businesses that invest in the full journey, not just the sale, tend to build stronger customer relationships and generate more repeat business.