The Customer Journey Workbook
A free workbook covering the five stages every customer walks before they buy: awareness, research, consideration, purchase and loyalty. One stage at a time, with questions to answer about your own business and a scoring page at the end that shows you where you're losing people. Eighteen pages. Bring a pen.
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Spot the stage that's leaking customers.
Every customer takes the same five steps before they buy:
- Awareness
- Research
- Consideration
- Purchase
- Loyalty
The meal deal sandwich shopper might take five minutes from start to finish. A newly engaged couple may spend 8 months booking the perfect wedding photographer. A corporate company buying warehouse software could take 3 years. The journey's always the same. Only the pace changes.
Most small businesses pour all their effort into one or two stages. Then wonder why sales stall. This workbook fixes that. It shows you how your customer actually shops. It helps you spot the gaps and move people forward.
What's inside
Eighteen pages to go through at your own pace (or you can book a free clarity call with us, and we can do it together).
Know your customer first. Four questions to understand the person actually buying from you. This helps us be specific and intentional with our choices.
Stage one — Awareness. The moment your customer realises they have a problem.
Stage two — Research. Where do they go to understand their problem? Who do they turn to?
Stage three — Consideration. How the customer narrows down their options, and who your top threats are.
Stage four — Purchase. What stops the customer from purchasing from your business?
Stage five — Loyalty. What happens after the sale and how we get them to love us.
The leak scan. One page. Score yourself across all five stages. The lowest score? That's your starting point.
Who the Customer Journey Workbook is for
Small business owners and founders doing their own marketing, with at least a few customers to think about. It works whether you sell products or services, one-off or repeat.
It suits you particularly well if you're posting regularly, getting some interest, and can't work out where it's dropping off.
Who the Customer Journey Workbook probably isn't for
If you haven't sold anything yet, several of these questions will be guesswork. You'll get more from it in six months. And if you already have a marketing team running attribution reporting, this will feel basic — we'd rather say so now than waste your afternoon.
One extra use for the Customer Journey Workbook
If you use ChatGPT or Claude for your marketing, fill this in and upload it to your project or chat. It gives the AI the context it's usually missing, and the output gets noticeably better. Most people are asking AI to write content for a customer it knows nothing about.
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