I know, I know — sometimes it feels like converting a browser to a buyer requires some kind of dark magic or at least a secret handshake.
Like there’s this mysterious gap people fall into between stumbling across your Instagram or landing on your website… and actually clicking the “Buy Now” button. And you’re left standing there, staring at your analytics, wondering what the hell happens (or doesn’t happen) in between those steps.
But that gap isn’t actually mysterious at all. It’s a journey. And like any journey worth taking, it has specific stops along the way.
I spent 27+ years in corporate sales and marketing before my body basically staged an intervention and I switched gears to entrepreneurship. (Hello, minor stroke at 52 — nothing says “reconsider your life choices” quite like a medical emergency.) During those decades, I learned something that still guides my business strategy today:
People don’t buy when YOU’RE ready to sell. They buy when THEY’RE ready to buy.
And the magic? Knowing exactly how to guide them from “hmm, interesting” to “I need this NOW.”
Mapping Your Client Journey
Think of mapping a client journey like creating a personalized GPS for your potential clients. Except instead of “turn left in 500 feet,” you’re plotting emotional and informational touchpoints that gently guide them toward determining whether or not working with you is the right fit.
Here’s what a basic client journey looks like:
- Awareness – “Oh hey, you exist!”
- Interest – “Hmm, tell me more…”
- Consideration – “This could solve my problem…”
- Decision – “I’m ready to buy!”
- Retention – “This was totally worth it!”
Sounds simple, right?
But here’s where most entrepreneurs mess up: they create ONE type of content and expect it to work for EVERY stage. That’s about as effective as trying to use a hammer for everything from driving nails to making smoothies.
(Don’t even think about it. Your kitchen will be a disaster, and you still won’t have a smoothie.)
Stage-Specific Content: Because Context Matters
People need different things at each stage – and you need the marketing touchpoints that deliver it:
Awareness Stage: The First Date
They’ve just discovered you exist. They’re not ready to commit to your $2,000 program any more than you’d be ready to plan a wedding after one coffee date.
What they need: To figure out if you’re their type.
Effective touchpoints:
- Social media content that speaks to what they’re dealing with. Their challenges, their wants, their aspirations.
- Blog posts that demonstrate your expertise without overwhelming people with too much information and nowhere to go with it.
- Free, no-strings-attached value that makes them think, “Wow, if the free stuff is this good…”
My corporate-trained brain loves a good example, so here’s one for you:
If you’re a health coach, your awareness content isn’t “Sign up for my 12-week program!” It’s “3 Surprising Reasons You’re Exhausted (And No, It’s Not Just Because You’re Busy).”
Interest Stage: The Getting-to-Know-You Phase
They’re intrigued but still keeping their options open. They’re stalking your website and social media, trying to determine if you’re the real deal.
What they need: To see themselves in your content and solutions.
Effective touchpoints:
- Email newsletters that go deeper than social
- Case studies that show transformation
- Quizzes or assessments that help them understand their specific situation
- Webinars or live events where they can experience your teaching style
This is where people often get stuck. They create gorgeous social templates but forget that interested people need DEEPER content, not just more pretty graphics in their feed.
Consideration Stage: Getting Serious
They’re pretty sure you can help, but they’re comparing options and wondering if the investment is worth it.
What they need: Proof that your solution works and is worth the money.
Effective touchpoints:
- Detailed service/product information
- Testimonials and reviews (specific ones, not just “she’s amazing!”)
- FAQ content addressing common objections
- Lower-priced offers that let them experience your value
- Comparison guides that (ethically) show why your approach is different
Look at any successful business online and you’ll see this in action. The ones that thrive don’t just show you their high-ticket offers and hope for the best. They thoughtfully address questions, showcase results, and give you multiple ways to evaluate if they’re the right fit before inviting you to make a big commitment.
Decision Stage: Ready to Commit
They’re sold on your expertise but might need a final nudge to take action.
What they need: A clear path forward and removal of last-minute friction.
Effective touchpoints:
- Limited-time offers
- Easy booking/buying process (please, for the love of everything, test your checkout process)
- Clear next steps
- Onboarding information that excites them about getting started
Think about your own buying experience. Haven’t you hesitated at checkout when you weren’t sure what would happen next? People don’t just fear wasting money — they fear wasting money AND being confused about what happens next. A little clarity about the post-purchase process can be the difference between an abandoned cart and a completed sale.
Retention Stage: The Long-Term Relationship
They’ve bought. Now what? Too many businesses drop the ball here, but this is where true business magic happens.
What they need: To feel like their decision to choose you was the smartest thing they’ve ever done.
Effective touchpoints:
- Exceptional delivery of what you promised
- Check-ins and support
- Unexpected bonuses or delights
- Easy ways to give feedback
- Clear pathways to continue working with you
A thoughtful onboarding experience and strategic check-ins can be the difference between a one-time customer and a brand superfan who sends you referrals for years.
The Million-Dollar Question: Where Are Your Gaps?
Here’s a quick exercise that’s worth its weight in gold: Look at your current marketing touchpoints and ask yourself:
- Which stage has the MOST content and touchpoints in my business?
- Which stage has the LEAST?
- Where do potential clients seem to get stuck or disappear?
I’ll bet my favorite chocolate peanut butter cupcake that you’re overloaded in one area (typically awareness) and practically ghost-town empty in another (usually consideration or retention).
So what do you do with this insight? Where do you even start fixing these gaps?
Fixing the Gaps: Your No-Overwhelm Game Plan
This is where you start turning awareness into action. Here’s how to start mapping out your own client journey from wherever you are right now – without getting overwhelmed by the process:
1. Get real about who you’re talking to
Your audience isn’t “everyone interested in what I do.” A 50+ empty nester who wants low impact pilates classes has different needs than the 22-year-old who lives on TikTok. Get specific so your touchpoints actually connect.
2. Look at what’s already working
Don’t reinvent the wheel. Where in your business are you already converting browsers to buyers? What content seems to resonate most? Build on your strengths.
3. Identify the drop-off points
Where do potential clients ghost you? Is it after they join your email list? After they book a discovery call? These disappearing acts are clues to missing pieces in your journey.
4. Fix one gap at a time
Don’t try to overhaul everything at once. Pick the most glaring gap and create content specifically designed to bridge it. Then move to the next.
5. Make it stupidly clear what happens next
At each stage, what’s the logical next step? Make it obvious. People shouldn’t have to play detective to figure out how to work with you.
The beauty of this approach is that it’s not about creating MORE content — it’s about creating the RIGHT content for each stage. Sometimes, a single well-crafted email sequence or sales page tweak can completely transform your conversion rates.
And the best part? When you have a clear map, you stop feeling that desperate need to convert everyone immediately. You understand that some people need time, nurturing, and the right information before they’re ready to buy.
Your job isn’t to rush people. It’s to guide them, step by step, giving them exactly what they need at each point in their journey.
Take a look at your marketing. Where are the gaps? What stage needs your attention most?
Start there, create thoughtfully, and watch as more browsers naturally become buyers. Not because you’ve mastered some slick sales technique, but because you’ve created a path that actually makes sense to follow.
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