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Understanding a customer's buying process is the key to writing effective website copy

20th May 2023

5-minutes read

Understanding the buying process of your customers is essential to crafting website copy that converts visitors into buyers. Every customer goes through a predictable buying journey and your website needs content that addresses the needs and questions of customers at each stage of this process.

This article will guide you through the different stages of the buying process and provide tips for creating relevant website copy that resonates with your target audience.

What is the customer buying process?

There are four stages in a customer's buying process and this applies regardless of whether you're selling a product or a service:

  1. Awareness: the customer becomes aware that they have a need for a product or service
  2. Consideration: the customer looks for and researches available products or services that might fulfil this need
  3. Decision: the customer explores and compares relevant possibilities with a view to deciding which one to purchase
  4. Conversion: the customer settles on a single choice and commits to the transaction

To create effective website copy that resonates with your target audience, it's crucial to understand the four stages of the customer buying process and the thought process that your customer goes through at each stage.


During the awareness stage, customers realise that they have a need or a problem that needs solving. They may begin to research solutions or options to address their issue but they are not yet committed to making a purchase.

Customers at this stage are simply aware that they have a problem and are searching for information. They are not yet interested in buying anything and website copy that pushes them directly towards a purchase is unlikely to resonate.

Your website copy should focus on highlighting the customer's pain points and offering relevant information that positions your brand as a helpful resource. Website visitors will feel engaged if your site empathises with their predicament. They will feel that you understand their position.


In this stage, customers have identified their problem and are now looking for potential solutions. They are interested in learning more about your product or service.

They begin to evaluate potential solutions and narrow down their options. They are looking for specific features and benefits that align with their needs and preferences. Your website copy should address the key selling points of your product or service and provide detailed information that helps customers make an informed decision. Detail is the key here: but that detail should focus on the benefits of your product / service as much as its features.


Once customers have identified their preferred solution, they enter the decision stage. During this stage, a customer looks for evidence that reassures them that they are making a good decision: they compare prices and look at reviews from other customers, for example. They make an overall judgement about the value of your offer, although this does not mean that they will always gravitate towards the cheapest option.

Your website copy should provide clear calls to action that encourage customers to take the next step in the buying process, whether that's signing up for a free trial or scheduling an appointment.


The final stage of the customer buying process is conversion, where the actual purchase takes place. Customers have made their decision and are ready to buy. Your website copy should focus on reducing any potential friction in the purchasing process and providing a positive user experience.

Practical tips for writing relevant website copy for each stage of the buying process


Focus on creating content that addresses their problem and provides valuable information. Write headlines that grab their attention and include relevant keywords to improve search engine rankings.


Explain how your product or service can solve their problem. Highlight the benefits of using your solution and why it's better than others on the market.


Address potential objections or concerns that they may have. Include testimonials or reviews from satisfied customers to help build trust and credibility.


Include clear calls to action that direct the customer to complete the purchase. If your website provides the means for a customer to buy online, make it easy for them to take action by including a simple checkout process and offering various payment options.

By understanding the different stages of the customer buying process, you can write website copy that speaks directly to their needs and encourages them to take action. Remember to always empathise with how the customer feels at each stage and provide them with valuable information and solutions to their problems.

If you feel your website struggles to make the right impact with your customers, arrange a free review by calling Jeremy Flight on 01332 331332.

Jeremy Flight

Jeremy Flight

Technical Director

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