How To Craft Your Customer Journey – WebWiskee Success Series Part 5

Welcome to Part 5 of the WebWiskee Success Series. This content is designed to prepare you for the technical build of your WebWiskee website.  If you missed Parts 1 – 4 we’ve linked to them at the end of this post, so you can catch up.

Let’s talk about the customer journey. What do you want your customers and clients to do once they land on your website? What’s the plan?

man contemplating wine choices

The Customer Journey

In addition to being the hub of your online presence and representation of your brand, a website is a sales tool, and it’s important to take clients on a journey that entices them to purchase.

One of the most challenging parts of building a new website is deciding how you are going to structure the information you want to share. Where do you start? What do they want to know? What will make them want to buy from you?

There are two goals:

  1. Help GOOGLE understand what your website is all about.
  2. Help your customer know what you want them to DO.

We wanted to make this process super simple. Unlike other DIY Website Builders, we want to help business owners with the CONTENT AND LAYOUT.

A website is only as good as its functionality and its content.

We noticed that there just aren’t that many resources for helping business owners with what to write on their websites so that it’s EFFECTIVE. 

WebWiskee is being built with the intention of creating easy-to-use technology using the power of WordPress mixed with useful strategies for building content that helps lead to sales. Read on for easy-to-follow guidelines for creating awesome content.

a confused mind says "no."

Clarify Your Message

When it comes to websites, branding and marketing, clarity is king. Before you dig into the paragraphs and keywords, it’s important to clarify your overall message. Boiling down exactly who you are and what you do comes first. The details come later.

Let’s talk about the big picture: you need to guide potential customers on a journey to become actual customers. They go from looking for what they need, to seeing that you are their solution, and ultimately to buying what goods or services you sell.

How does this play out for different kinds of businesses? Let’s walk through a few scenarios.

Specific Needs

  • I need a financial planner I can trust
  • I see that your website focuses on trust, experience and cautious growth
  • I want to learn more about what you can do for me and I’ll schedule a call!

General Wants

  • I want stylish and comfortable outfits for working from home
  • I see on your website that you have a lookbook for work-from-home outfits! This is exactly what I need!
  • I’m ready to hit the BUY NOW button

Big Dreams

  • I dream of owning a home on a lake
  • I see from your website that you help people find dream rural properties all over the state as well as finding ways to finance it.
  • Maybe this can be real and not just a dream. I’m signing up for your mailing list!

WHY IT MATTERS: Websites with a single, clear message are more effective. By being super focused on a central message, people instantly GET what you’re doing and who you serve.

exercise: 3 step process for a customer journey

Big Picture: Who, What, Why, How, and When

At WebWiskee, we want to make communication and sales as easy as can be! Our templates are being designed based upon what you want your customers to do. We will also have sample content ideas for you to use to plug in your own specific words and images.

To plan for your site build, we have created  a very simple customer journey you can fill in with your own content. There are many ways to structure your content on the home page, but this simple and proven Big Picture, Who, What, Why, How, and When strategy will get you started!

Remember the exercises you did in Part 1 and Part 2 of this series? Those exercises will be super useful for filling in the following sections about your ideal client, their problems, your solutions, and what sets you apart from the competition. It’s all going to start coming together!

the easiest customer journey, bar none

Content Structure

Here’s how it works. Simply follow the outline below and fill in your information. Start with a single phrase or sentence for each of the questions, and then later you can fill in more content with rich keywords and details.

These 1-sentence answers can be used as HEADINGS for each section of writing in your customer journey

  • BIG PICTURE: Your company tagline – boil down exactly what you offer into a short phrase or sentence.
  • WHO: Who do you serve? Describe your customer, their problem and what’s at stake
  • WHAT: What is your solution to their problem? And how will they feel after you solve it?
  • WHY: Why are you the perfect guide for them? Why YOU? What sets you apart?
  • HOW: How it works to do business with your company. Describe your process
  • WHEN: What are the next steps? Buy now? Sign up? Schedule a call?

WHY IT MATTERS: Websites without structure are difficult to skim and to navigate. It’s important to present your business information as clearly as possible to turn visitors into customers.

exercise: write sentences for your business's big picture, who, what, why, how and when.


Like this post, websites benefit from headings and paragraph text. Headings help Google understand what you present as the most important information on your website. Headings also make your site skimmable.

google reads every single word, but 80% of readers just skim the page.

Did you know that 80% of readers only skim online content? A visitor can skim the important information in your headers, get the gist of what you’re saying and decide if they want to dig in and start reading. Meanwhile, Google reads every single word…

Now that you’ve defined your Big Picture, Who, What, Why, How, and When, you’ve officially created your headings! You’ve got structure!

In our next post, we’re going to cover how to incorporate keywords and clear, rich content into your website. We’ll also be sharing our best tips for sourcing photos, branding, and other important prep for your website build. You’ll need all of this in place for an awesome website.

The WebWiskee Success Series

WebWiskee Success Series Part 1 – Targeting Your Ideal Customer

WebWiskee Success Series Part 2 – Your Business’s Super Power

WebWiskee Success Series Part 3 – Keywords: The Key To A Successful Website

WebWiskee Success Series Part 4 – How To Write Your Website Copy

WebWiskee Success Series Part 5 – How To Craft Your Customer Journey

WebWiskee Success Series Part 6 – How To Write Your Story

WebWiskee Success Series Part 7 – How to Choose your Website’s Color Palette and Photos

WebWiskee Success Series Part 8 – How To Optimize Your Photos For SEO and Accessibility

WebWiskee Success Series Part 9 – How To Develop Your Website’s Sitemap

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