Only joking. But, it turns out that yesterday I bit off more than I could chew.
Due to a bit of poor planning, I ran out of time yesterday and decided to send this email today instead so it wasn't rushed.
Between co-hosting my event Web Pros and my weekly Spanish lesson, your first-ever Lumin Letter got pushed to undesirable delivery hours. No bueno.
But! We are here now, and enough waffle.
Every 2 weeks on a Tuesday (hopefully) you'll be receiving 1 detailed insight into web design and strategy, 1 quick website tip, and 1 bit of visual website inspiration.
Our first topic: buyer journeys
(don't forget to check out this letter's quick tip and website inspo at the bottom)
Buyer journeys for an effective website strategy
Ever feel like your website isn't pulling its weight? One big reason could be a disconnect between your site and where your audience is on their journey.
Understanding the buyer’s journey (Awareness, Consideration, and Decision) means knowing when to deliver the right content.
And trust me, it's the difference between a site that loses visitors like a funnel with holes and one that converts visitors into clients.
Stage 1: Awareness – Capturing attention early
In the Awareness stage, your potential clients are just waking up to their problem. They're not hunting for a service provider yet—they’re looking for information.
So, how do you get their attention? By offering educational content that directly tackles their pain points.
Here’s the trick:
Address their issues
Start by identifying the questions or problems your audience might be searching for. Are they asking "why isn't my marketing converting?" Write a blog post or create a quick video that answers it.
Avoid the hard sell
This is not the time to push your services. Instead, focus on being helpful. Offer insights and tips that genuinely help them, and you’ll build trust before they even know they need you.
Make it easy to find
Share your content on the platforms where your ideal audience hangs out—LinkedIn, industry communities, etc.
This useful content lays the groundwork for a relationship, ready for the next stage.
Stage 2: Consideration – Nurturing interest
Once your audience recognises their problem, they start exploring options. This is the Consideration stage, and now's your chance to stand out.
Show success stories
Create case studies on your website that show how you've helped people just like them. Prospective clients love to see real-world, relatable results.
Make comparisons
Decision-making is hard, especially when options feel endless. Help your prospects out by creating comparison guides that break down the key differences between you and others in your field or other solutions. This could be in the format of a blog post or on your actual services page.
Dive into details
Now’s the time to talk about what you offer. Show them exactly how your services solve their problem, using product descriptions, demonstrations, or visuals that make the solution crystal clear.
Now, it's time for them to make a decision. Is your website ready for that?
Stage 3: Decision – Seal. That. Deal!
Finally, the Decision stage. Your prospect is ready to choose—but don’t leave it to chance. Here’s how to close the deal:
Be clear with your calls-to-action
Want them to book a consultation? Make it easy. Use strong, straightforward CTAs like "Book a consultation" or "Request a demo" and place them prominently.
Use social proof
Testimonials and reviews from happy clients provide reassurance and build trust. The more specific, the better—don’t settle for generic praise.
Lower the commitment barrier
Offer a low-risk first step like a free consultation or a more basic, pre-cursor service. It makes saying "yes" easier for them, helps you get your foot in the door, and catches those who aren't quite ready for the full shebang.
This approach makes it simple for prospects to move from interest to action without feeling pressured.
Why does this matter?
By aligning your website content and structure with the buyer’s journey, you’re not just getting clicks—you’re building trust and relationships that convert visitors into devoted clients, no matter where they are in their readiness for purchase.
And the best part? This approach works for you, even when you're not actively selling.
If you want help with this, you can book a 60-minute consultation, where I'll analyse your site's coverage of all parts of the buyer's journey and help you patch it up to lose fewer people.
I'll then go over this with you during the consultation and show you how we can make your site do more than just look pretty.
