In this tip we’re going to add another layer to your marketing foundation that will increase the effectiveness of your marketing. We take a step deeper. It’s not just about clarity—it’s about connection. When your message matches where someone is in their journey, they feel seen. And when people feel seen, they stick around.
A quick recap of the foundation:
- Know your market!
- Have a Brand Story that portrays your customers as the hero, and as their guide, how you solve their problem.
TL;DR
- Your Message Isn’t Just Words—It’s Strategy
- The 5 Stages of Awareness
- Common Mistake: Only Speaking to the Ready-to-Buy
- How to Apply This to Your Site
- Recap: This Article Builds on a Key Idea
Getting people to your website is only half the battle. Once they arrive, what happens next depends on something deceptively simple:
Are you meeting them where they are?
Most websites jump straight into selling. But if your visitor isn’t ready for that yet—if they don’t even know what their problem is—you’ve lost them before you had a chance.
To truly connect with your audience and move them toward action, your message has to match their current awareness level. When you do that, your site becomes more than a brochure—it becomes a guide that earns trust and drives results.
Let’s walk through how that works.
Your Message Isn’t Just Words—It’s Strategy
Before we dive into the different stages of awareness, let’s step back and look at the bigger picture.
When someone lands on your site, they’re asking themselves one main question:
“Is this for me?”
The answer depends on how clearly and confidently you communicate what you do—and how well you show that you understand where they’re coming from.
But here’s the thing: not every visitor is in the same place in their decision-making.
Some don’t even realize they have a problem yet. Others are comparison shopping. And some are this close to taking action but just need reassurance that they’re in good hands.
The message that works for one person won’t work for another. That’s why understanding awareness levels is so powerful—it helps you create the right message for each stage of the journey.
The 5 Stages of Awareness
These stages come from Eugene Schwartz’s classic marketing model, and they hold up just as well today as they did decades ago. Each stage represents a different mindset your visitor might have.
When you understand these stages—and match your message accordingly—you’ll stop guessing and start guiding.
1. Unaware
They don’t know they have a problem yet.
Example: A business owner notices their site doesn’t bring in leads, but they assume it’s “just how the internet works.”
What they need:
- Empathy, not education
- Content that grabs attention and opens a loop
- Stories that spark curiosity and get them thinking
Website tip:
At this stage, they’re not likely to land on your site directly. Instead, they’re more likely to engage through social media, blog posts, or shared resources. That’s your chance to plant the seed.
Quick win: Share relatable stories that gently highlight the kinds of problems you solve without pushing a service.
2. Problem Aware
They know something isn’t working, but they’re not sure why—or what to do about it.
Example: “My site isn’t getting traffic. Maybe I need better keywords?”
What they need:
- Clarity about the root problem
- Language that describes what they’re experiencing (often better than they can)
- Resources that help them define the issue
Website tip:
This is where blog posts, downloadable guides, or even a homepage that asks smart, empathetic questions can pull them in. If your content sounds like you’ve been in their shoes, you’ve won their attention.
Quick win: Include content that explains problems clearly, using phrases your clients actually say.
3. Solution Aware
They know what kind of service they need—they’re just not sure who to trust.
Example: “I need a new website. I’ve seen a few designers but I’m not sure which one fits me best.”
What they need:
- Education about the options—and how you’re different
- Specifics: what your process looks like, what outcomes you help clients achieve
- Trust-building proof like testimonials, case studies, or behind-the-scenes insights
Website tip:
This is the sweet spot for pages like “Our Work,” detailed service pages, and FAQ sections that highlight your process and values.
Quick win: Add a real-life client story to show how you solved a similar problem.
4. Product Aware
They know you—and now they’re weighing their options.
Example: “I like this company, but I also like another. What makes this one the better choice?”
What they need:
- Clear differentiation
- Reinforcement of trust
- Answers to final objections
Website tip:
Include a “Why Us” page or client results that demonstrate consistency. Let your personality shine here—people choose people.
Quick win: Add a section that says “What our clients tell us they love most.”
5. Most Aware
They’re ready to say yes—but they need the nudge.
Example: “I’ve read their site. I’m in. Just want to make sure it’s easy to start.”
What they need:
- Clear, confident next steps
- A frictionless way to reach out
- A sense of reassurance: “You’re making a great choice”
Website tip:
This is where your calls-to-action matter most. Make them simple, helpful, and specific.
Quick win: Add a “Here’s what to expect next” section near your contact form.
Common Mistake: Only Speaking to the Ready-to-Buy
Many business owners (and web designers) focus messaging on people who are already ready to hire. That’s stage 5. But if that’s the only stage your website speaks to, you’re ignoring the majority of your potential clients.
That’s like proposing marriage on a first date. Some might say yes—but most will walk away.
A better strategy? Create a path that nurtures people through all five stages.
How to Apply This to Your Site
Start by identifying what these 5 stages look like for your audience.
Grab a copy of our “5 Stages of Awareness” exercise and work through it. It’s a simple, practical way to get clear on how your visitors think at each stage—and what kind of content and messaging will connect best.
From there:
1. Audit Your Messaging
Look at your home page, about page, and services. Who are you talking to? Are you assuming too much? Are you addressing different awareness levels?
2. Create Content for Each Stage
Even if your homepage is aimed at solution-aware visitors, your blog or lead magnet can reach those earlier in the journey. Think of your site as an ecosystem.
3. Guide the Journey
Use clear Call-to-Actions (CTAs) and helpful links to move people from one stage to the next. For example, a blog post (problem-aware) might link to a case study (solution-aware), which leads to your services page (product-aware), ending with your request an estimate/quote or schedule a call form (most aware).
4. Revisit Regularly
As your business evolves, so does your audience. Make it a habit to review your messaging and update based on what you’re learning from real clients.
The Bottom Line
Your message isn’t one-size-fits-all. It’s a conversation—and great conversations start with listening.
When you match your message to where someone is in their journey, everything becomes easier. Trust builds faster. Decisions feel simpler. And your site becomes a tool that works, not just a digital placeholder.
So if your website isn’t bringing in the kind of inquiries you want, take a step back and ask:
Are we saying the right thing… to the right person… at the right time?
Want help applying this to your website?
Shoot me a message. I’m happy to take a quick look at your homepage and share where I see missed opportunities—and what small tweaks could make a big difference. Just “book a 20” with Christy. You’ll get 20 minutes at no cost to focus helping you take the next step.