A well-curated customer journey is one of the crucial parts of any successful business strategy. Nowadays, the main goal of businesses is to provide a prime customer journey for potential customers. The process of prospective customers becoming real ones means trusting our service, which makes it all worthwhile.

Do you want to make sure that your website designers design your web pages in a way that will keep customers coming back? In this guide, we will discuss everything you need to know about the customer journey, including what it is and the different stages.

We’ll also share tips on improving your website to ensure your customers have a great experience every time they visit. So read on to find out more!


The customer journey is the process and interactions between an individual and a new service, product, or business. To understand the needs and concerns of potential customers, it’s essential that you are familiar with their needs, as they will directly influence what actions buyers take next. This information results in not only higher revenue but also happier customers who will come back. 


What is the customer journey?

The customer journey is the path a potential customer takes to become an actual customer of a business. Roughly speaking, a better customer journey leads to higher real customers for a business. Therefore as a business owner, you need to understand the needs and concerns of your potential customers. You must be familiar with their situation as they will directly influence what actions buyers take next. This information allows companies to create an environment where clients are more inclined toward conversion rates and improved retention rates. This results in not only higher revenue but also happier buyers who come back.

The customer journey is the sum of all customer experiences with a brand, from awareness to purchase and beyond. Customers today are bombarded with marketing messages from every direction, so it’s more important than ever for brand strategists to create customer journeys that are frictionless, personal, and engaging. By aligning their marketing efforts with the customer journey, brands can create masterful customer experiences that build loyalty and drive conversions.

Understanding the buyer’s journey is essential for any business that wants to create lasting relationships with its customers, regardless of how long or complex it may be. By mapping the customer journey and aligning their marketing efforts accordingly, brands can create unforgettable customer experiences.

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Three stages of any customer journey

There are three main stages in the buyer’s journey: awareness, consideration, and decision.

  • Awareness: In this stage, buyers know their problem or need.
  • Consideration: In this stage, buyers consider their options to solve their problems or meet their needs.
  • Decision: In this stage, buyers have decided on their solution and are ready to purchase.

When designing your website, keep these stages in mind and provide the information customers need at each location. For example, you might want to include testimonials from satisfied customers on your website. Testimonials can be constructive during the decision-making stage as they help buyers feel confident in purchasing your product or service.

customer journey map

Customer’s actions during the awareness stage

As we mentioned earlier, buyers are aware of their problem or need during the awareness stage. They are beginning to search for information about potential solutions. This is where you want to get your product or service in front of buyers. You can do this through SEO and content marketing. Use keywords that customers are searching for and create in-depth content that educates them about their options.


  • Mario lives in the suburbs and does not have much access to work, his parents’ place, his friends, the downtown, etc. Mario finds out that he needs a low-consumption car for everyday use to save time and energy.
  • Helen holds a lot of parties and often hosts 8 to 10 guests. She enjoys cooking dishes and hosting her friends and family with new tastes. According to her interests, she finds out that she needs a new kitchen appliance.

Customer’s actions during the consideration stage

During the consideration stage, buyers consider their options to solve their problems or meet their needs. They are looking for information that will help them make a decision. This is where the product manager specialists tend to provide more detailed information about your product or service. You can do this through case studies, product demonstrations, explainer videos, and video tutorials.


  • Mario gets to know the car provider companies and their pros and cons. He reviews his options and compares each company’s products to his budget. He tries to consider what each company’s car brings to his life and the unique services of each.
  • Helen searches everywhere and gets to know the best-qualified brands and services. She considers reviews of previous customers, advantages of each brand, providing services like warranty, etc.

Customer’s actions during the decision stage

During the decision stage, buyers have decided on their solution and are ready to purchase. They are looking for reassurance that they are making the right choice. This is where you want to provide testimonials and customer reviews. You can also offer incentives, such as discounts or free shipping, to encourage buyers to purchase your product or service. At this stage, your specialized value propositions such as payment profits, specific product warranty, etc. are effective.


  • In the end, Mario decides on the perfect car for his needs that fits his budget. He purchases the car and is happy with his decision.
  • Helen finally decides to purchase a suitable appliance for her kitchen and is happy with the customer service, warranty, and product quality the company provides.

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As you can see, each customer journey is unique. However, they all follow the same basic steps: awareness, consideration, decision, and purchase.

buyer's journey

Tips for making an excellent customer journey

You can do a few things to ensure that your buyer’s journey is excellent.

  • Ensure your website and UX design are designed with the buyer’s journey in mind.
  • Provide helpful and relevant information at each stage of the journey.
  • Create a smooth and easy purchase process.

By following these tips, you can be sure that your buyer’s journey is excellent!

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How to create content for a better customer journey?

Content is a crucial part of the buyer’s journey. It can help to educate customers and guide them through their decision-making process. When creating content, there are a few things you should keep in mind:

  1.  Think about what stage of the buyer’s journey your customers are at the moment. The buyer may be in the awareness stage. In this case, content marketing and providing the best-required content for specific pages is useful with the help of an SEO specialist. All sellers work hard to achieve high rankings in search results for their services and products, so the main concentration is search engine optimization. All these complex workings are only to be on top search results at the awareness stage of buyers.
  2. Working on practical design and handy buttons for an easier customer journey are the goals. Also, deep content to introduce a service or a product, benefits of getting a product or service from that seller, reviews of the previous buyers, etc., is considerable in the consideration stage.
  3. Bold your value proposition to the users to draw them to the decision stage. For example, one of the bold value propositions of Perfectlancer is access to talents from all over the world and a secure payment system.

customer deciding

B2B customer journey

The buyer’s journey for B2B is a little different from the journey for B2C.

– In general, a company’s decision-makers will be doing more research and looking at more options before making a purchase.

– They’ll also want to see case studies and testimonials before deciding.

– And finally, the purchase process will often be more complex, with multiple B2B marketing experts and decision-makers involved.

Buyer’s journey and digital marketing

Digital marketing is a tool that can be used to reach buyers at each stage of their journey. For example, SEO can be used by SEO specialists to raise awareness of your product or service. Content writing experts can use content writing to provide information that helps buyers make a considered purchase decision. And finally, social media marketing can build relationships with customers and create advocates for your business.


To create a customer journey that engages and converts customers, it’s essential to understand the different stages of the buyer’s journey and what tactics work best at each stage. Here’s a quick overview:

Awareness and research: Good internet marketing, content marketing, search engine optimization, and social media are all great ways to reach customers at the top of the funnel. Engagement and conversion: Use personalization, dynamic content, and targeted advertising campaigns to keep customers engaged on your site.

Loyalty and retention: Make sure your post-purchase experience is smooth and seamless, offer rewards for loyalty and use automated email marketing with the help of email marketing experts to keep in touch with customers.

Keep these tips in mind as you create your following customer journey map – it could be the difference between success and failure in today’s competitive landscape.

What have your experiences been with brands? What tactics affected the customer journey stages positively or negatively? Let us know in the comments below. And don’t forget to share this post with your friends and colleagues looking for ways to improve customer journeys. Thanks for reading!

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