Not everyone who visits your website is ready to buy. Some are just beginning to explore their options, others are weighing solutions, and a few are nearly ready to make a decision. Understanding where your audience is in the buyer’s journey (and knowing what to say at each stage) can dramatically improve your marketing effectiveness and conversion rates.
In this post, we’ll break down the three main stages of the buyer’s journey and give you practical content and messaging tips for each.
What Is the Buyer’s Journey?
The buyer’s journey is the process potential customers go through as they become aware of a problem, consider their options, and eventually decide to make a purchase. It typically includes three key stages:
- Awareness Stage – “I have a problem.”
- Consideration Stage – “How can I solve this problem?”
- Decision Stage – “Who will I choose to help me?”
By aligning your messaging with each of these phases, you can meet potential customers where they are and gently guide them toward doing business with you.
Stage 1: Awareness
What’s Happening
At this stage, your potential customer has just realized they have a problem or need. They’re doing initial research to better understand it, but they’re not ready to commit to a solution just yet.
What They Need
Education. Content that helps them define their problem and better understand it without being salesy or pushing your product right away.
What to Say
Your messaging should be helpful, informative, and focused on the customer’s pain points. Use language that shows empathy and positions your brand as a resource.
Examples:
- “Struggling to get more traffic to your website?”
- “Not sure why your emails aren’t being opened?”
- “Learn what might be slowing down your sales funnel.”
Content to Create
- Blog posts
- Educational videos
- Infographics
- How-to guides
- Industry reports
- Social media tips
Goal
To build awareness and trust, and encourage visitors to engage with your brand further, such as by signing up for your newsletter or downloading a free resource.
Stage 2: Consideration
What’s Happening
Now that the buyer understands their problem, they’re researching possible solutions. This is when they start comparing methods, products, or service providers.
What They Need
Clarity. Help them understand their options and what makes your approach stand out. You want to be one of the solutions they seriously consider.
What to Say
Your messaging should highlight your unique value proposition, share success stories, and position your services as a strong solution without pushing for the sale too early.
Examples:
- “How does SEO compare to paid ads for lead generation?”
- “See how our clients increased conversions by 40% in 90 days.”
- “Our process is built to help you grow, step by step.”
Content to Create
- Case studies
- Product/service comparison guides
- Webinars
- Email drip campaigns
- FAQ pages
- Interactive quizzes
Goal
To nurture the lead and build credibility. You want to stay top of mind and give them a clear reason to keep moving toward a decision.
Stage 3: Decision
What’s Happening
The buyer is ready to make a purchase. They’ve narrowed their options and are comparing details like pricing, service levels, and trust signals.
What They Need
Reassurance. They want to feel confident that you’re the right choice and that your product or service delivers on its promises.
What to Say
Focus on your track record, results, and what sets you apart. Provide a clear next step and emphasize ease, benefits, and trust.
Examples:
- “Schedule your free consultation today.”
- “Here’s what our customers are saying.”
- “Get started now; no contracts or setup fees.”
Content to Create
- Customer testimonials
- Reviews
- Free trial or demo offers
- Clear pricing information
- Comparison charts
- Onboarding guides or “what to expect” pages
Goal
To convert. Your content and CTAs should eliminate doubt, simplify the buying process, and help prospects feel confident clicking that “buy now” or “contact us” button.
Pro Tip: Tailor Your Content to Match the Journey
Not everyone who visits your site will be in the same place. That’s why it’s important to have a mix of content types available across channels. Blog posts for awareness. Comparison guides for consideration. Demos or reviews for the decision stage.
Also, use your website, email sequences, and ads to gently guide people from one stage to the next.
Why This Matters
When your marketing speaks to the right stage of the buyer’s journey, it feels personal and helpful, not pushy or irrelevant. You’ll not only attract better leads but also convert more of them into loyal customers.
Whether you’re writing a blog post, designing a landing page, or creating a social media campaign, always ask:
Where is my audience in the buyer’s journey and what do they need to hear right now?
Final Thoughts
Understanding the buyer’s journey gives you a clear roadmap for what to say and when to say it. Instead of guessing what your audience needs, you’ll meet them at each stage with the right message, content, and offer.
At Fivenson Studios, we specialize in crafting websites, branding, and marketing strategies that speak directly to your audience at every stage of the buyer’s journey. If you’re ready to attract, nurture, and convert more customers, we’re here to help.
Let’s build a strategy that moves your audience from curious to committed. Contact us today.
