It’s all about the Customer Journey. Engage with your customers to grow your business
In this post I’m talking about the path to success - paved with your client’s journey (Okay, that sounds more profound than I usually get... but stick with me.) You’ve worked hard to get your visuals, and your message right—clear wording, a solid call to action. But if people still aren’t following through, it might not be what you’re saying—it might be how they’re experiencing it.
This is where the customer journey comes in: the series of steps someone takes from first noticing your business to actually engaging with you—and ideally, becoming a loyal fan.
Here’s what I look at when I help clients shape that experience:
🗺️ Why the journey matters
People rarely act the first time they see something. (We’re not talking here about the power of click-bait: raise your hand if you’re guilty of impulse buys 🙋, but if that method is working for you, congrats!) They’re distracted, unsure, or just not ready. But a carefully plotted customer journey helps them feel seen, understand what’s really being offered, and trust that it’s worth their time or money.
When that journey is thoughtful, you’re not forcing action—you’re creating a natural next step. That’s what leads to better results: more clicks, more bookings, more referrals. Not because you pushed—but because it made sense to keep going.
👣 How to get started
Step into your audience’s shoes. Ask:
Where are they first encountering you? (website? in person? video? etc. )
What do they see or hear first? (your offer? your services? your pitch? etc)
What might they be wondering, hoping for, or unsure about? (are your services are right for them? do you give off the vibe they are looking for? will they get their money’s worth? etc.)
This gives you a clearer picture of where they are—not just where you want them to be. A good exercise might be to create a fictional person in your mind, and take that journey through their eyes.
📋 What to review
Look at your main touchpoints:
Website Homepage, about page, or service descriptions
Social posts and profiles
Emails or inquiry follow-ups
Printed flyers, brochures, or in-person conversations
Look at each one and ask: Are these pieces working together to guide someone forward—or do they feel disconnected?
🔎How to self-check
A simple test:
Open one of your main entry points (your site, a post, a brochure) and pretend you’ve never seen it before. Ask yourself, as your imaginary audience: “Do I feel seen? Do I understand what’s being offered? Do I know what to do next?”
If you hesitate—even slightly—your audience might too.
Clarity and flow don’t have to be complicated or bang anyone over the head—but they do take intention.
📈 What does all this lead to?
When your message and touchpoints are built around clarity and connection—not hype or pressure—you give people a smoother, more trustworthy experience. That means:
People understand what you offer more quickly
They feel more confident taking the next step
You get more of the right kind of clicks, replies, or inquiries
You spend less time explaining or chasing down leads
And your audience is more likely to stick around—and refer you to others
You don’t need clickbait or sales-y tricks to get attention. A thoughtful, well-paced journey helps people feel like they’re in the right place—and that they can trust you to guide them.
If you want help reviewing your customer journey—where your content, design, or touchpoints might be losing people—I offer review sessions as a service. Just get in touch.
