Stage 3 of 12: Consideration. How to Win the Comparison

Consideration is when a person compares you with other businesses, with doing it themselves and with doing nothing. They plan to act, but they have not picked a side. This guide covers stage 3 of our 12-stage customer journey.

What your customer is thinking at the Consideration stage

“What are my options, and which one fits me best?”

Your goal at this stage

Stand out clearly and make comparing easy, so you win on fit and not on price alone.

What to do

• State what makes you different in one sentence, and repeat it across your site, ads and profiles.
• Publish clear service pages that say who each service suits and who it does not suit.
• Show what each price includes, so people can compare like with like.
• Answer the questions people ask before they buy in an FAQ.
• Make it easy to speak to a human, with a free consultation or a quick call.

Common mistakes

• Copying competitors’ wording, which makes you easy to swap.
• Hiding prices and details, which pushes people to the next tab.
• Using jargon that makes your offer harder to compare.

How to measure it

• Visits to service and pricing pages.
• Return visits within 30 days.
• Enquiry form starts and phone calls.
• Time spent on comparison pages.

How Grow Better Digital helps

Business growth strategy and branding help you stand out. We say it how it is, and we help you explain your offer so customers can compare it easily.

Where this fits in the journey

Previous: stage 2, Interest. Next: stage 4, Evaluation. You can also see all twelve stages together in the full customer journey guide.