Buyer journey
A buyer journey is the path from first noticing a need to choosing a supplier. Most industries have at least two: the urgent one and the planned one.
Why it matters
Each journey needs different pages, proof and calls to action. Sites that serve only one lose half their buyers.
In practice
- Map the urgent and the planned journey separately.
- Give the urgent one a single, fast action.
- Give the planned one depth: guides, prices, proof.