Resources That Optimize Your Website to the Buyer’s Journey

Buyer's Journey

If you want to improve your business’s sales in today’s online marketplace, your website must feature highly targeted content. Especially since your website is likely the first touch point a potential customer will have with your business. As a result, it must be optimized to the buyer’s journey to usher your leads from the beginning to the end of their purchasing process.

Is your website using these resources to nurture and convert leads?


The most commonly used resources used in the awareness stage are blogs or articles. Blogs are the perfect format to write purely informational copy that help answer common questions and solve problems. They are easy to understand and comprehensive enough to answer initial questions. Educational and informative blogs also showcase your business’s industry expertise and positions your business as a leader, demonstrating why customers should trust your business.

Your business can use blog posts for every stage of the buyer’s journey. However, the content and tone looks a little different for each stage. For buyers in the awareness stage, blogs should be free of sales-focused copy and unnecessary brand acknowledgements. Why? Because in the awareness stage, buyers are simply looking to educate themselves about their problem or need. They are not ready to be “sold” yet. In the consideration stage, blog posts should have more in-depth content on different solutions that can solve the buyer’s problem. In the decision stage, blog posts can become sales-focused and discuss why buyers should choose your business over competition.

Educational Guides & Infographics

Educational written guides and infographics are also ideal for the awareness stage because they are highly informative, easy to consume, and easy to share. Infographics in particular are visually engaging and relay information in a fun, interesting way. In addition, infographics do especially well on social media. Both the written guide and infographic should remain focused on providing educational content that matters to their audience, not on selling your products or services.

In the consideration stage, buyers have a more complete understanding of their problem or need, but they have not identified a specific solution. As a result, they need resources discussing the pros and cons of various solutions. After reading an educational blog or watching an explainer video, solution-focused guides, eBooks, and whitepapers that customers can freely download on your website are the perfect next step. You can even link these consideration stage resources in your awareness stage blog posts to gently usher your leads to the next buyer’s journey stage. .


Video is an incredibly popular format to consume content. Videos are visually engaging and deliver information in a fraction of the time it takes to read a blog. Like blogs, videos can deliver purely informational content to answer common questions and solve initial problems. How-to videos and Q&A videos are great types of content for the awareness stage while comparison videos (in which your products or services can be directly compared to your competition) work well in the consideration stage. However, in both the awareness stage and consideration stage, it is important to remain authentic and not salesy. These videos are not meant to be commercials or advertisements, but helpful resources for potential customers.

Product Photography & Product Demos

Custom photography allows customers to get a close-up look and accurate depiction of a business’s products. Product photography is especially important in the decision stage because the quality of the images will directly influence a buyer’s purchase decision. If your business features low-quality product images, buyers will directly correlate the image quality to the product quality. The opposite is true as well: high-quality images suggest high-quality products. Consequently, low-quality product imagery deters buyers from entering in your sales funnel.

For the consideration stage or the decision stage, product demo videos or live demonstration webinars allow your potential buyers to see how your product compares to your competitors. Buyers want to learn how to use your product and all of its features and see how it stacks up to the competition. Product demos and webinars allow your business to educate your audience about your products, show how your brand differs from competition, and give a sales pitch.

Case Studies

In the decision stage, buyers want to know why they should choose to purchase from a certain brand. As a result, they are most interested in seeing how your business has solved other people’s problems and met their needs. Case studies provide a great format to show your leads how your business has achieved positive results. In addition, case studies don’t always have to be written—they can also be done as videos.

Customer Testimonials & Reviews

In the decision stage, the buyer is finally ready to make a purchase. At this point, the buyer has completed extensive research, understands their problem or need, and has an ideal solution in mind. Now, they may seek additional information on why they should choose a particular brand.

Your business’s goal in the decision stage should be to answer final questions, address common customer concerns, and ultimately convince buyers to choose their brand over the competition. As a result, customer testimonials and reviews are essential additions to your website. Buyers will seek out customer reviews to evaluate a brand, select a product, and feel confident about committing to a purchase.

Let your clients tell the story. Every potential customer wants to know the experience others have had before committing to a brand. Whether it is a written review or a video testimonial, your customers can powerfully endorse your business and establish your credibility by sharing their personal experiences.

Tailor Your Content to the Buyer’s Journey

We will help you tailor your marketing strategies and content to hook your customers at each stage of their buyer’s journey. Contact Sun Sign Designs if your business is ready to create a compelling content experience that engages your audience and makes you stand out from the competition.

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