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Never in my life have I had a job where I sit at a desk for 8 hours. This is my first one and I'm only open to it because I don't have to commute!

One of the joys of working at home is that my husband and I often have a mid-morning walk around a few blocks in the neighborhood. The goal is to ensure we don't turn into C-shapes. You know, the shape that you become when sitting at your desk day in and day out. (Did your posture just straighten up?!)

During our walks, we like to talk through business problems we're trying to solve. Yesterday, I was talking about the fact that the biggest struggle I hear from my clients is that they built a fantastic online program, but for some reason it's not selling.

He suggested that perhaps the path they're taking their customer on doesn't lead to the purchase. That gave me a lightbulb moment.

I think what sometimes is happening they're so concentrated on making an amazing sales page that they forget there are other parts involved in the buying process. When potential customers don’t know where to go next, then they do nothing.

👣 Think of The Customer Journey Like This:

Imagine you’re at a museum. The first exhibit is stunning, but there are no signs on where to go next, just long hallways and closed doors. You have to guess what's around the corner.

Now think of your offer as that exhibit. It might be brilliant, but if your visitor doesn’t know where to go next, they’ll wander off.

That’s where your navigation menu and call-to-action buttons come in. They guide your visitor step by step through the experience, helping them understand what you do, why it matters, and how to take action. The path you lead them through is as important as the offer you want them to purchase.

How to Create an Optimized Customer Journey

If your program isn’t selling, it may not be the offer that’s the problem. It might be the path. Here's how to guide your audience from “just found you” to “I’m in.”

Step 1: Start with a Single Entry Point

Pick one way your audience discovers you: maybe it’s a lead magnet, a podcast interview, a LinkedIn post, or your YouTube video.

→ Ask yourself: If someone lands here first, what would they need next to understand who I am and what I offer?

Step 2: Make the Next Step Obvious

Don’t assume they’ll know what to do. Point them to ONE next step - read an article, check their email, watch this video, etc.

→ Example: After someone downloads your freebie, have you set up a short welcome sequence that introduces you and your brand? Or, do you go straight for the $997 offer (to a cold audience, argh)? Or worse, there's no welcome sequence so they're left hanging?

Step 3: Build a Warm-Up Sequence

Most people need a little time to trust, understand, and feel ready. Designing a short email sequence that does three things:

Builds trust with helpful, relevant value
Shifts beliefs that are holding them back
Creates clarity around what your offer helps them do

→ Think: 3–5 touchpoints that warm them up, not wear them out.

Step 4: Revisit the Sales Page

Instead of focusing on making the sales page “prettier” or longer, focus on making it feel like a continuation of the journey they’ve already been on.

→ Does it answer the questions they’ve been asking all along?

→ Does it reflect what they’ve been learning from you already?

When the page feels like the next logical step, not a sudden leap, more people say yes.

Your audience wants to say yes. But without a path, they do nothing. If your offer feels invisible, don’t build a new offer. Just build a better way to get to your current offer. 👣

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