Support the buyer's journey

How the buyer's journey affects your content strategy

A common mistake when creating website content is to think about what your company does and then to write about it. A much more effective approach is to think about who you are talking to and why. 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.

Enter the buyer's journey! Let's take a quick look at it one step at a time.

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 providing onboarding materials or tutorials, customer portals, or knowledge bases. Conduct surveys and follow-ups for feedback. Investing in the buyer's journey and working to delight your users will yield results. It's worth the investment!