HOW TO MAP YOUR CLIENT’S JOURNEY TO EARN SALES AND BRAND LOYALTY
- Jenny Henderson
- Apr 26
- 4 min read
Updated: May 16
You bring the heart to your business, but it’s your clients that bring the revenue. One of the largest sections of any brand strategy I develop is focused on audience strategy. To grow a profitable business, you need to really understand your client or customer. So my strategy clients and I dive into the layers of their audience’s problem, what their priorities are when they’re in decision-making mode, and we even map out the customer journey.
And that last part is what this blog is all about. I’m going to show you how to create your own client journey map. Not only will you be describing the goals and activities of your future clients, but you’ll also be outlining the goals, activities, and KPIs of your own business at each stage.
Discover how to align your goals with your clients' needs at every stage. Download my free client journey map template here.
CONTENTS
THE SIX STAGES OF YOUR CLIENT’S JOURNEY
In mapping out your client’s journey, I follow a more traditional journey map example. While some may argue that the modern day customer journey is far less direct, I encourage you to follow these fundamental stages to provide you with clarity and insights that will support your conversion rate.
My client journey map template delineates six stages:
Awareness
Consideration
Purchase
Delivery
Use
Loyalty
This simple but powerful exercise will show you to strategize each stage of your client’s journey for optimum results.
CLIENT JOURNEY MAP: AWARENESS 🔎
CLIENT GOALS: What goals do your ideal clients have when they are first introduced to your business? Ex: Educating themselves, finding best solution to their problem
CLIENT ACTIVITIES: What are they doing that leads them to discover your business? Ex: Googling for answers, attending a networking event, seeking referrals
BUSINESS GOALS: What is important for the business at this stage? Ex: increasing awareness & interest, attracting aligned clients, establishing authority
BUSINESS ACTIVITIES: What direct or indirect marketing are you doing to reach more of your ideal clients? Ex: social media, networking, blogging, podcasting, etc.
BUSINESS KPIs: How are you measuring success? Ex: web traffic, followers, subscribers, etc.
CLIENT JOURNEY MAP: CONSIDERATION 🤔
CLIENT GOALS: What is influencing their decision to buy? Ex: clarity about offers, budget or timeline, connection to brand/service provider
CLIENT ACTIVITIES: What are they doing before making their decision? Ex: downloading a freebie, exploring website & social channels, booking an intro call, reading testimonials
BUSINESS GOALS: Your goals should directly support their goals and activities. Ex: increasing booked calls or freebie downloads, access to testimonials
BUSINESS ACTIVITIES: What do you need to do to foster trust? Ex: optimize lead magnets & sales pages, share client case studies
BUSINESS KPIs: How are you measuring success? Ex: subscribers, booked calls, traffic to services page
CLIENT JOURNEY MAP: PURCHASE 💸
CLIENT GOALS: What is important to them about purchasing? Ex: availability, flexible payments, clarity of next steps
CLIENT ACTIVITIES: What do they need to do to purchase? Ex: review client proposal, consult their partners, sign a contract, pay an invoice
BUSINESS GOALS: Your goal is to improve your conversion rate. Ex: upselling from freebie or low-ticket offer, closing on an intro call, strong offer positioning
BUSINESS ACTIVITIES: What are you doing to improve your conversion rate? Ex: optimizing sales process & marketing funnels, sending client proposals
BUSINESS KPIs: How are you measuring success? Ex: conversion rate, sales cycle length
CLIENT JOURNEY MAP: DELIVERY 📮
CLIENT GOALS: What are their expectations for activating or beginning their service? Ex: easy onboarding process, accessible technology, informative
CLIENT ACTIVITIES: What steps do they take to start? Ex: welcome guide, kick-off call, portal log-in
BUSINESS GOALS: What is important for the business at this stage? Ex: efficient onboarding process, positive experience for client, streamlined scheduling
BUSINESS ACTIVITIES: What are you doing to optimize your delivery process? Ex: clear onboarding sequence, improve automations, implement templates
BUSINESS KPIs: How are you measuring success? Ex: minimizing onboarding time, client satisfaction
CLIENT JOURNEY MAP: USE 🏄♀️
CLIENT GOALS: What do they want from the service experience? Ex: actionable steps, communication & support, notable progress
CLIENT ACTIVITIES: What are they doing when using your service? {I’ll skip the examples here as they will be specific to your unique industry and service offering}
BUSINESS GOALS: What is important for the business at this stage? Ex: improve client experience, operational efficiency, client responsiveness
BUSINESS ACTIVITIES: What are you doing to optimize your client experience? Ex: client off-boarding survey, optimizing services, improving communication
BUSINESS KPIs: How are you measuring success? Ex: client feedback, contract renewals, project efficiency
CLIENT JOURNEY MAP: LOYALTY 🧡
CLIENT GOALS: What will maintain their brand loyalty? Ex: ongoing support, client benefits, community
CLIENT ACTIVITIES: What are they doing as a loyal brand ambassador? Ex: referring clients, re-enrolling in programs, writing testimonials
BUSINESS GOALS: Why does your business want to earn their loyalty? Ex: repeat business, client referrals, client case studies/testimonials
BUSINESS ACTIVITIES: What are you doing to maintain brand loyalty? Ex: quarterly check-ins, referral or affiliate programming, promoting their business
BUSINESS KPIs: How are you measuring success? Ex: client retention, referral rates, updates on their success/results
You can see how simple yet comprehensive this journey map becomes. Mapping out your client journey through this exercise helps you see your business from your client’s perspective allowing you to identify what they need, what they’re doing, and how you can better support them at each stage.
Similarly, it creates opportunities to optimize your marketing, strengthen your sales process, improve the client experience, and ultimately build a more sustainable, client-centric business.
When you align your goals with theirs, growth becomes more intentional and impactful.
Ready to strategize your own audience and brand? Learn more about my brand strategy services here.
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Jenny Henderson Studio develops memorable brand experiences and strategic brand foundations to improve recognition and revenue for service-based small businesses.
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