How to Write for Different Stages of the Buyer’s Journey
Not every reader is ready to buy—and that’s okay. The key to successful content marketing is knowing how to meet your audience where they are. That’s where understanding the buyer’s journey comes in.
By writing blog content tailored to each stage of this journey, you build trust, increase engagement, and gently guide readers toward saying “yes” to your offer. In this post, we’ll break down the three main stages of the buyer’s journey and how to create content that converts at each one.
What Is the Buyer’s Journey?
The buyer’s journey is the process a potential customer goes through before making a purchase. It’s typically divided into three stages:
Awareness Stage – they’ve realized they have a problem or need
Consideration Stage – they’re researching solutions
Decision Stage – they’re ready to take action
Each stage requires a different type of content—and different language—to move the reader forward without feeling pushy.
Awareness Stage: Attract with Helpful, Educational Content
In the awareness stage, your audience is just beginning to understand their problem. They’re not ready to buy—they’re gathering information.
Best types of blog posts:
How-to guides
Listicles
Educational content
Common mistakes or misconceptions
Example:
If you’re a website designer, a post like “5 Signs Your Website Is Hurting Your Business” helps potential clients realize the value of a professional site without selling to them directly.
👉 Goal: Be a helpful resource. Focus on providing value and building trust.
Consideration Stage: Nurture with Solution-Focused Content
In this stage, readers know what their problem is and are actively exploring different ways to solve it. They’re comparing options—and you want your solution to be on their radar.
Best types of blog posts:
Comparisons or reviews
In-depth guides
Case studies
Explainers about your process or services
Example:
“Custom Website vs. DIY Builder: What’s Right for Your Business?” shows your expertise while guiding the reader toward a smart solution (spoiler alert: probably you).
👉 Goal: Position your offer as a strong solution, but still focus more on value than selling.
Decision Stage: Convert with Clear, Confident Messaging
Now your reader is ready to take action—they just need a reason to choose you. At this point, trust and clarity are everything.
Best types of blog posts:
Client success stories
Service breakdowns
Behind-the-scenes of your process
FAQs or myth-busting posts
Example:
“What It’s Like to Work with Me: Step-by-Step Website Design Experience” shows potential clients exactly what to expect and makes the process feel easy and exciting.
👉 Goal: Remove doubt and make the decision to buy feel like the obvious next step.
Your Blog Strategy Needs All Three
The most effective blog strategies include content for all stages of the buyer’s journey. Think of it like this:
Awareness content brings people in.
Consideration content keeps them interested.
Decision content turns them into clients.
When your blog meets your readers where they are, you’re not just increasing traffic—you’re building real relationships that lead to conversions.
