How to Write Copy for Each Stage of The Customer Journey

How to Write Copy for Each Stage of The Customer Journey

Different customer journey requires different writing styles. In this post, you will discover how to write copy for each stage of the customer journey.

Great marketing makes customers feel seen. You can’t make someone feel seen if you haven’t walked a mile in their shoes.

That “mile” represents the customer journey — the entire interaction a customer has with your company, from initial awareness to post-purchase.

Understanding the various stages of this journey, as well as what people typically think and feel during each stage, prepares you to be an excellent (and more engaging) guide once you return those shoes.

Language matters regardless of where someone is on your map. If you come across as pushy at first, you risk losing customers.

However, once trust has been established, that tone is no longer “salesy,” but rather helpful. If you want to not only reach people but also help them get where they need to go, your writing style must evolve with each stage of the customer journey.

What is Meant by Customer Journey?

Customer journey means the whole process a customer goes through when they interact with your company. It includes all the steps from when they first hear about a product or service, to when they buy it, use it, and maybe even give feedback.

It’s like a map of their experience with the company.

What Are the 4 Stages of Customer Journey?

There are four major stages of the customer journey, they are:

  1. Awareness stage
  2. Consideration stage
  3. Decision stage
  4. Retention stage

Let’s jump right in and show you how to write copy for each stage of the customer journey.

Customer Journey Stage 1: Awareness (Writing Style: Storytelling)

If people are unaware that your product exists, they will never buy it.

The awareness stage is all about making people aware of your company and its offerings. People at this stage are becoming aware of another reality: they have a problem or a need. They aren’t ready to buy anything because they haven’t identified the problem or need.

We call this stage’s writing style “the storyteller,” because the goal of the content is to be helpful, build trust, and establish your company as an industry expert.

Your words should benefit someone rather than sell something. We can’t emphasize “help” enough: give away your knowledge without expecting anything in return.

Whether it’s a blog, podcast, infographic, video, or LinkedIn post, it should be engaging, genuine, and helpful — with no sales pitch.

You’re writing to people who don’t yet realize they need your product or service.

Customer Journey Stage 2: Consideration (Writing Style: The Expert)

Buyers are prepared to go into details during the consideration stage. They have defined the problem and are thinking about different solutions. They are presenting all of their options.

This stage requires “the expert” writing style, which focuses on educational and informative content that helps buyers determine whether your product is the best solution available.

Long-form blog posts, reports, case studies, and other similar content fall under this category. Content teams frequently work with product teams here.

When a buyer reads or watches this content, they should be astounded by how valuable it is—and, unlike in the awareness stage, the link to what you’re selling should be obvious.

The expert’s tone is straightforward and authoritative, without being condescending.

This style of writing highlights your brand or product’s unique value proposition without being pushy or exaggerated.

The expert answers the question “Why should someone buy this?” with facts, not fluff.

Customer Journey Stage #3: Decision (Writing Style: The Closer)

This one is all about conversions. People have finished looking at their options and are ready to buy.

“The closer” writing style simplifies this decision. It uses persuasive language, clear CTAs, and benefits-focused copy.

This type of writing is a final argument for why someone should choose your product. This can include landing pages, customer stories, demos, or a free trial.

The closer is copywriting, and not all writers are good at it.

Content writing and copywriting can look the same, but their effects are different.

Copywriting invokes an emotional response, whereas content writing is not specifically designed to do so. In a world where consumer purchases are influenced by emotion, using your copywriting skills is critical.

Great copywriters say a lot with a few words. It’s not easy.

Customer Journey Stage #4: Retention (Writing Style: The Helper)

The journey does not end when someone becomes a customer. The retention stage is all about keeping your customers satisfied — and, ideally, converting them into brand advocates.

“The helper” writing style contributes to this mission by providing expository writing such as help centers, knowledge base articles, training videos, and other types of product or service learning materials.

According to HBR, 81% of customers prefer to use a help center before contacting a customer service representative. If the majority of people prefer to find answers to their questions, creating a high-quality help center should be a top priority.

Your help center should be mobile-friendly, with easy navigation between knowledge base articles and a FAQ page.

Also, you can continue to be helpful to your customers by sending them periodic value-based emails to help with their problems.

No doubt, you will learn new things about the customer and how to help. Help them in your emails. 

If your customers see that you’re dedicated to helping them, they will always be ready to buy from you.

Knowledge-Based Writers Resolve Customer Questions

Knowledge-based writers provide solutions to customers by creating engaging, well-written help center content, documentation, onboarding flows, and support email templates.

These writers understand how to think like a user rather than an expert.

By paying close attention to how people use a product or service, writers can compile the most useful information for their customers’ problem-solving needs.

Want to keep your customers satisfied? Use common language, simple sentence structure, and an active voice.

Readers are 38% more likely to understand a text written in plain language, with the average US adult reading at the 7th-8th grade level. Furthermore, they are 41% more likely to retain information written in plain language.

However, if they forget or need a refresher, having easy access to these resources will help reinforce both the forgotten knowledge and their loyalty to your company.


Now that you know how to write copy for each stage of the customer journey, go back to your sales funnel and see if your writing is on-point. If not, it’s time to rewrite your entire sales funnel copy.

When you do, you will realize how important it is to use these writing styles for each stage of the customer journey.

Do this, and watch your sales explode.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.