KNOWLEDGE VISIBILITY WEBSITE WORKBOOK
Chapter 10
Designing the Visitor Journey
Introduction
Not every visitor comes to your website for the same reason.
Some are looking for information.
Some are comparing alternatives.
Some are ready to buy.
Some simply want to understand whether your organisation is relevant to them.
A good website does not force every visitor to follow the same path.
Instead, it helps different visitors quickly find what they are looking for.
The objective of this chapter is to understand how people should move through your website—from their first visit to the point where they are ready to contact you, buy from you, join you or simply continue learning.
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10.1 Who Visits Your Website?
Content Need
Tick the visitor groups that are important.
☐ Prospective Customers
☐ Existing Customers
☐ Students
☐ Job Seekers
☐ Investors
☐ Business Partners
☐ Media
☐ Government
☐ Researchers
☐ Suppliers
☐ General Public
☐ Other ______________________
Which three groups are most important?
1.
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2.
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3.
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10.2 Why Do They Visit?
Content Need
What is each visitor usually trying to do?
☐ Learn
☐ Compare
☐ Buy
☐ Contact
☐ Download
☐ Apply
☐ Read
☐ Watch
☐ Register
☐ Verify credibility
☐ Other ___________________
Which purpose is most common?
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10.3 What Should They See First?
Content Need
When a visitor lands on your homepage, what should immediately become clear?
List the five most important messages.
1.
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2.
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3.
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4.
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5.
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10.4 What Should They Do Next?
Content Need
After understanding your organisation, what action should visitors naturally take?
☐ Read more
☐ Explore services
☐ View products
☐ Read case studies
☐ Watch videos
☐ Download information
☐ Contact us
☐ Request quotation
☐ Register
☐ Other ___________________
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10.5 Which Pages Should Guide Them?
Content Need
Identify the pages that help visitors make decisions.
☐ About Us
☐ Services
☐ Products
☐ Solutions
☐ Knowledge Library
☐ FAQs
☐ Case Studies
☐ Team
☐ Testimonials
☐ Contact
☐ Other ___________________
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10.6 Where Do Visitors Usually Hesitate?
Content Need
At which stage do people become uncertain?
☐ Understanding the offering
☐ Price
☐ Trust
☐ Technical knowledge
☐ Comparison
☐ Contacting us
☐ Other ___________________
How can the website reduce this hesitation?
________________________________________
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10.7 What Action Do You Want Them to Take?
Content Need
Every important page should encourage one clear action.
Examples:
☐ Contact us
☐ Request a quotation
☐ Book a consultation
☐ Download a guide
☐ Subscribe
☐ Join the newsletter
☐ Register
☐ Watch a video
☐ Other ___________________
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10.8 Which Visitor Journey Is Most Important?
Content Need
Complete this simple journey.
Visitor arrives
↓
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↓
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↓
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↓
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↓
Visitor takes action
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10.9 Which Journey Needs Improvement?
Content Need
Is there any visitor group that currently struggles to find information?
Who?
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Why?
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How can the journey become easier?
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10.10 Visitor Journey Summary
| Visitor Group | Looking For | First Page | Final Action |
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Notes for the Consultant
At the end of this chapter we should understand:
• The organisation's major visitor groups.
• Why they visit.
• What information they need first.
• Which pages help them make decisions.
• Where visitors hesitate.
• The desired call-to-action for each journey.
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Chapter Completion Check
☐ Major visitor groups identified
☐ Visitor objectives understood
☐ Homepage priorities defined
☐ Key navigation pages selected
☐ Decision points recognised
☐ Calls-to-action identified
☐ Visitor journeys mapped
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What We Have Achieved
This chapter has helped us see the website through the visitor's eyes.
Instead of thinking only about pages and content, we have focused on the journey each visitor takes—from curiosity to confidence, and from confidence to action.
A well-designed visitor journey improves not only user experience but also engagement, enquiries and long-term relationships.
In the next chapter, we will focus on Planning the Website Structure, where all the knowledge, content and visitor journeys come together to create a logical and easy-to-navigate website.
