Customer Journey.

"Customer journey" literally means the customer's journey. It refers to everything that happens between the moment a customer first thinks about a problem and the moment they place an order with you: the search, checking reviews, visiting your website, and making a phone call. Each of these stages is called a touchpoint. The customer journey is important for a business because potential customers can drop off at any stage—and usually without you ever knowing it.

This is what a customer journey looks like

The path to a small business often involves just a few, but crucial, steps. Here’s an example: A family’s heating system breaks down on Sunday. They search Google for “emergency heating service” and their location. First, they see several businesses marked with stars on the map—that is, their Google Business Profiles. They open one, read a couple of reviews, and click on the website. There, they check whether the business serves their area and is available on weekends. Then they tap the phone number.

These stages are often grouped into phases: becoming aware, comparing, deciding, and then the experience with the purchase itself, which feeds back into the next journey through reviews and recommendations. A related model that focuses more on the purchase from the business’s perspective is the funnel.

You can track part of the journey. According to Google, the business profile's performance metrics show, among other things, how often users have clicked on the call button, the directions, or the website link.

What Your Business Should Keep in Mind

Go through your own customer journey yourself, on your phone. Search the way a customer would, and make a note of every point where you hesitate. In projects, we often see that the problem isn’t with Google, but with the website itself: the phone number is hard to find, or the service area isn’t mentioned anywhere.

Make sure every touchpoint tells the same story. Services, contact information, and phone numbers must be consistent in your profile and on your website. Inconsistencies erode trust at the very moment someone is weighing their options.

Make the final step as easy as possible. Once someone has made up their mind, they want to call or send a quick inquiry—not fill out a long form. Our article on the difference between UI and UX design explains how design and usability work together in this context.

Frequently Asked Questions About the Customer Journey

Is the customer journey the same for every customer? No. An emergency is decided in a matter of minutes, while a bathroom renovation often takes weeks and requires several quotes. That’s why you should think through your two or three most important customer types separately.

How can I find out where potential customers are dropping off? The performance metrics in your company profile and web analytics for your website—provided visitors have given their consent—offer initial clues. You can also simply ask every new customer how they found you.

Does the time after the job is completed count? Yes. A review after the work is done is often one of the most important points of contact for the next potential client.

If you want your website to make a strong impression at that crucial moment, take a look at our approach to web design: designed with everything in mind, from the top search result to the phone call.