Clients interact with brands across multiple touchpoints before inquiring. They might originally find you in their Instagram feed. Then maybe they see a TikTok or YouTube video. One day, they’re searching for something on Pinterest and find your content AGAIN. Maybe this time they actually click to see what you’re all about.

That link takes them to a blog post on your website. They read through it, find the content interesting, and are then prompted to view your services.

They visit your services page, and the copy convinces them they need one of your packages. This person visits your contact page, fills out your inquiry form, and submits it. They’re officially a hot lead!

That’s the ideal scenario. We know people don’t typically search ‘Showit web design services’ and fill out a contact form (but wouldn’t that be nice?!). They do some research first to make sure you’re someone they actually want to work with.

And that’s why you have to think holistically about your client experience journey.

Key Takeaways:

• A brief explanation of what a client experience journey is
• The role SEO plays in the journey
• 3 stages to build a successful journey for customers
• How to optimize your client experience journey
• Technical considerations

What is a Client Experience Journey?

A client experience journey maps the steps a potential customer takes from discovering your brand to becoming a client. It includes every touchpoint —such as Pinterest, your website, and inquiry forms —and focuses on creating a seamless, positive experience.

Understanding the journey helps you identify opportunities to engage and convert clients. A thoughtful journey builds trust, improves conversions, and ensures your brand feels consistent across all touchpoints.

The Role of SEO

SEO brings the right people to your website, not random people who will never buy from you. By using strategic keywords on your webpages and in your SEO metadata, you can increase the chances of your ideal audience finding your website and inquiring.

SEO applies to Pinterest, too, because it’s also a search engine! Your pins, boards, and profile should all be optimized for SEO. Here is a list of my favorite Pinterest SEO tools to help you get started.

I know SEO can be a little confusing. If you want to learn more about it to confidently optimize your website and clients’ sites, I highly recommend the course SEO on Tap! Use code VINES to get $50 off.

3 Stages of a Successful Client Experience Journey

There are three main stages in building a successful client experience journey. Ensuring all three stages are consistent and meaningful will help guide qualified customers to your website and convert them into paying clients.

Stage One: Discovery – Pinterest Inspiration

This is where your ideal audience discovers your brand. They don’t know who you are, but find your content on Pinterest or other social media platforms. This is your opportunity to increase brand awareness and educate them about your brand.

Pinterest is a powerful platform due to its focus on visual content. It’s easier to get discovered on Pinterest than on other social media platforms. People are browsing ideas, saving pins, and researching solutions, so they’re open to learning something new. That’s where you come in to educate them on a particular topic.

When promoting your business on Pinterest, follow these tips: 

• Optimize pins with keywords to appear in search results
• Use compelling graphics to catch attention.
• Organize content in optimized boards to showcase services, styles, or solutions
• Include clear links back to your website

Pro Tip: Always link back to your website! Sometimes, business owners want to use affiliate links, but Pinterest doesn’t like it when you have links pointing somewhere other than your domain. You want the traffic anyway, right?!

Here are some pin ideas:

• Blogs
• Resources Page
• Services
• Products
• Portfolio
• Testimonials
• Lead Magnets
• Educational tips
• Transformations
• Event promotions
• Quotes
• Email list

Key takeaway: Pinterest is the first impression, and it needs to align with your brand story.

Stage Two: Engagement – Website Experience

Once they click on the link in your pin, they’re taken to your website. This first-click experience matters! This is their first time landing on your website. What do you want them to see or learn?

Clients expect the exact same experience they received on Pinterest—same branding, photos, tone of voice, messaging, etc. How confusing would it be to find a super girly brand on Pinterest, only to be taken to a dark, moody website? 

A cohesive experience is key to a successful client experience journey.

What website design elements should you have to provide a great experience?

• Clear messaging and brand voice
• Intuitive navigation and mobile-friendly design
• Showcasing portfolio or case studies
• A specific CTA to continue the experience

No matter what page they land on first, the content should match the expectations you set on Pinterest. If you’re promoting a blog post that promises to teach them how to deal with burnout, your content better deliver!

Then, make it easy for them to continue the journey on your website. Maybe the blog leads them to download a freebie, read a similar blog, or inquire about your services.

Key takeaway: Your website must align with Pinterest’s expectations and provide a seamless path to inquiry.

Stage Three: Conversion – Inquiry Form and Contact

The inquiry form is the first real conversion step. Website traffic is great, but the real goal is to get them to inquire about your services. Not everyone will, and that’s okay, but you want as many qualified, ideal customers to enter the next step in the client experience journey by inquiring.

Your contact page is the final opportunity to convince someone to actually click ‘submit’ on your inquiry form. Are there any last-minute objections or questions you need to address? Maybe you need to tell them what they have to do before working with a web designer to qualify them before they inquire.

There’s a fine line, though. You don’t want to add too much information or resources to distract them from the main purpose of the page—inquiring! 

So give enough information for them to inquire, but not too much where they get distracted or confused.

Best practices for inquiry forms:

• Keep it simple and clear what you want them to do
• Include fields that allow personalized responses
• Set expectations for response time
• Use automation or CRM integration to follow up quickly

Key takeaway: A simple, user-friendly form increases the likelihood that leads will become clients.

Not sure how to start writing your contact page? Start with this template!

Optimizing the Journey Across All Touchpoints

Consistency matters so much in the client experience journey. Branding, messaging, and tone should match across Pinterest, your website, and your inquiry form. You are one brand, so the experience should be the same everywhere your brand is present.

Analytics can help you monitor which pins drive traffic, how users navigate your website, and where they drop off. This data can help improve the client experience journey. 

If a pin to a blog gets a ton of clicks, but no one ever views more pages after that, revisit your blog post and optimize it for conversions.

Or if a blog post gets a ton of search engine clicks but hardly any from Pinterest, tweak visuals, copy, and SEO to boost conversions.

The client experience journey isn’t a one-and-done project. It’s a process that takes time to develop, test, and refine. 

Technical Considerations for a Seamless Experience

Aside from consistent branding, there are some other ways to create a smooth transition from Pinterest to your website. 

• Website speed: A slow-loading website frustrates users and results in higher bounce rates, which signal to Google that you aren’t providing the level of value or quality it expects. Use PageSpeed Insights to identify and fix issues that are slowing down your website.
• Mobile optimization: Over 60% of your website traffic is coming from mobile devices. Is the mobile version of your website providing the same high-quality experience as the desktop version?
• Accessibility: You never know who will try to access your website. Make sure it’s user-friendly for people with disabilities. Learn more about how to make your site inclusive.

These three elements contribute to a positive client experience journey.

Create Your Client Experience Journey

As you can see, you can’t just look at one blog post and wonder why it’s not converting. You have to look at the entire client experience journey to find the missing piece. 

Every touchpoint—from Pinterest to website to inquiry form—shapes brand perception and conversion rates.

Has it been a while since you audited your client journey? It might be time to schedule that into your calendar! Optimize it for consistency and ease from the user perspective.

As you find gaps, you might need additional help in getting everything back on track. I specialize in Pinterest management, SEO, web design, and branding—everything you need to optimize a holistic client experience journey. 

Let’s chat about your brand and how we can work together to bring new ideal clients to your website AND convert them into paying customers. Schedule a free consultation!

FAQs About Creating a Client Experience Journey

How do I start creating a client experience journey?

Begin by mapping out every interaction a client might have with your brand —from initial discovery (Pinterest, Instagram, or ads) to engagement on your website to filling out an inquiry form. Identify pain points and opportunities to engage clients at each stage.

How can I improve the client experience on my website?

Focus on clear messaging, easy navigation, fast load times, and strong calls to action. Make sure your website aligns with the promise made on social media or other marketing channels to create a cohesive experience. Ensure everything feels like your brand.

How do I measure the success of my client experience journey?

Track metrics such as social media website traffic, engagement rates, form submissions, and conversion rates. Use Google Analytics to identify drop-off points and optimize those areas to improve the overall journey for future clients.