How do you write for different stages of the buyer's journey and intent?

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Writing for different stages of the buyer's journey and intent is a key skill for SEO copywriters. It helps you create content that matches the needs, goals, and questions of your target audience at each point of their decision-making process. In this article, you'll learn how to identify and write for four main stages of the buyer's journey: awareness, consideration, decision, and retention.

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Educate gently:

When writing for the awareness stage, simplify your language. Avoid complex jargon that might overwhelm or confuse your audience. Instead, focus on educating them with easy-to-understand concepts that relate to their needs and pain points.
Differentiate content:

Remember each stage of the buyer's journey represents a different mindset. Tailor your content to match these stages—from raising awareness without a hard sell to gradually building up to a purchase decision with more persuasive, detailed information.

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1 Awareness stage

At this stage, your potential customers are searching for information, education, or inspiration. They may not even be aware of the problem or need that your product or service can solve. Your goal is to grab their attention, build trust, and generate interest. To write for the awareness stage, you should use keywords that reflect the topics, pain points, or aspirations of your audience. Create content that is informative, engaging, and easily digestible such as blog posts, infographics, videos, or podcasts. Provide value and insight without being overly salesy or pushy. Lastly, include a clear and compelling call to action that encourages them to learn more, subscribe, or follow you.

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Atchaya Jayabal

Writer & Voice Artist
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Although you are an expert in your product/ service, you need to be gentle at this stage in educating the reader without using complex concepts and words.

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Evonne Chen

Help small brands amplify their mission and impact by communicating stories, solving problems, building genuine connections and relationship
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Another name for this stage is called "Attention," where you are trying to increase brand awareness and generate curiosity. The customers are asking, "What is it?"

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Bhavik Sarkhedi

Personal Branding Consultant | Digital Marketing Specialist | SEO Copywriter | Author of 10+ Books & Ghostwriter of 20+ | 500+ Blogs Rank on 1st Page | Helped 1000+ CEOs and Founders Increase Their Online Organically |
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The first step in writing for different stages of the buyer's journey and intent involves identifying the specific stage that the potential customer is in. Are they in the awareness stage, consideration stage, or decision stage? This identification plays a significant role in the tone, depth, and structure of the content.

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2 Consideration stage

As potential customers become aware of their problem or need and begin to compare different solutions, your goal is to persuade them that your product or service is the best fit for their situation. To write for the consideration stage, use keywords that reflect the specific needs, goals, or challenges of your audience. Create content that is persuasive, relevant, and detailed, such as case studies, testimonials, webinars, or white papers. Make sure to highlight your unique value proposition, competitive advantages, and social proof. Finally, include a clear and compelling call to action that encourages them to contact you, request a demo, or start a trial.

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3 Decision stage

At this stage, your potential customers are ready to make a purchase or sign up for your service. They may have some final questions, objections, or concerns. Your goal is to overcome them and close the deal. To write for the decision stage, use keywords that reflect urgency, confidence, or satisfaction. Create content that is reassuring, supportive, and actionable like FAQs, guarantees, reviews, or coupons. Address any common objections, risks, or barriers that may prevent them from buying or signing up. Finally, include a clear and compelling call to action that encourages them to buy now, sign up now, or book now.

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4 Retention stage

At this stage, your potential customers have become your actual customers and have purchased your product or service. Your goal is to retain them, increase their loyalty, and encourage them to refer others. To write for the retention stage, you should use keywords that reflect the feedback, appreciation, or recommendations of your audience. Additionally, create content that is helpful, valuable, and personalized such as tips, tutorials, newsletters, or surveys. Furthermore, provide ongoing support, updates, and incentives that enhance their experience and satisfaction. Finally, include a clear and compelling call to action that encourages them to share their success, leave a review, or refer a friend.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Bhavik Sarkhedi

Personal Branding Consultant | Digital Marketing Specialist | SEO Copywriter | Author of 10+ Books & Ghostwriter of 20+ | 500+ Blogs Rank on 1st Page | Helped 1000+ CEOs and Founders Increase Their Online Organically |
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Attention, Interest, Desire and Action. These are normally the four main stages for user's intent, aka buyers journey. Differentiation is the key, you can't directly sell in the first stage. Step by step, gradual content writing is the key. The POV I take personally here is I consider these 4 stages as 4 different people from 'Not willing to buy the product' to 'Almost convinced to buy the product'. It will be helpful when we give importance to every stage.

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Gouri Dixit

Your Content Strategy Partner | Founder @Path To Content | Strategising content for Blogs and LinkedIn Personal Brands | DM "strategy" to know how
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The buyer's journey starts from the problem unaware stage and goes to the product aware and then the decision stage. Not every reader visiting your website will be at the same stage. You need to create content for all stages to engage all audiences. Keyword research helps you identify keywords specific to each stage. The awareness stage uses informational keywords, which gives a deeper understanding of the audience's problems. Example: “What is SEO?” The consideration stage uses navigational keywords. These are usually brand keywords. Example: "Ahrefs" or "Best Lenovo Laptops" The decision stage uses transactional keywords that show the purchase intent. Example: "Buy Lenovo"

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Evonne Chen

Help small brands amplify their mission and impact by communicating stories, solving problems, building genuine connections and relationship
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Another model is the AIDA model for a consumer's buyer journey - Attention, Interest, Desire, and Action. The "Attention" stage is similar to the "Awareness" stage, where the buyer shows curiosity and wonders about your product. At the "Interest" stage, the buyer is interested in learning about the benefits that you offer. You should generate excitement so the prospect is compelled to act. At the "Desire" stage, you should build trust with the prospect. You can show proof and testimonials about your product. Last but not the least, the "Action" stage is similar to the "Decision" stage. Ensure you help them make the decision to act by showcasing compelling value. The CTA should be clear and easy for the prospect to act.

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How do you write for different stages of the buyer's journey and intent?

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1 Awareness stage

2 Consideration stage

3 Decision stage

4 Retention stage

5 Here’s what else to consider

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