Different visitors arrive with different goals. Mapping their journeys shows where your website helps them and where they get stuck.
Step 1: define visitor types
Examples: a first-time buyer comparing options, an existing customer needing support, a B2B buyer checking credentials. Build profiles with our customer persona generator.
Step 2: map their path
| Step | Visitor question | Page that answers |
|---|---|---|
| Arrive | Is this what I need? | Landing or service page |
| Explore | How does it work? How much? | Process, pricing |
| Trust | Are they reliable? | Reviews, case studies, about |
| Act | How do I start? | Contact, booking, checkout |
Step 3: find gaps
- Missing answers, such as no pricing information.
- Dead ends: pages without a next step.
- Too many steps to act.
Step 4: check with data
Use Analytics path reports and heatmaps. Model drop-offs with our marketing funnel calculator.
Read UX basics.
Want the full picture? This article is part of Business websites: the complete guide, our in-depth guide with everything in one place.
