The power of words cannot be denied, this applies in ecommerce settings too.
There are specific words that buyers are more likely to use when they are first thinking about making a purchase (the awareness stage), making their decision (the consideration stage), and right through to actually making an transaction (the decision stage).
Let’s take a look at them.
Awareness Stage
This is the first step in a buyers journey.
This can involve asking questions – such as ‘how to decorate a room’
Consideration Stage
This is the second step in a buyers journey.
This can involve looking for related products or services – such as ‘best paint for kitchens’
Decision Stage
This is the third and final step in a buyers journey.
This can involve looking at specific products or services – such as ‘Dulux Kitchen Paint for sale’
How to apply this to your site
When looking at the content on your site, you should ensure that you have content that focuses on each of these stages. This will help drive traffic to your site for related keywords and ultimately keep an individual interested in your product/services right through to the purchasing stage.
To help buyers in the awareness stage you want content focused on ‘How to…’ and ‘What is….’. These types of content are best placed on blog posts, videos, and FAQ pages.
To help buyers in the consideration stage you want content focused on reviews of specific products/services – consider content that outlines the ‘best for…’ and even offer comparisons to your other products or industry leader’s products. These can also appear on blog posts, videos, and FAQ pages.
To help buyers in the decision stage you are really focusing on nudging an individual to the checkout process. This means calls to actions that focus on ‘Buy Now’, whilst highlighting clearly any discounts or delivery information. For B2B customers the decision stage may include words such as ‘Demo’ or the offer of payment plans. Typically this language appears on the specific product/service pages.
Need help?
Get in touch with the team here at Digital Nachos to discuss the language used on your website, we can work with you to make changes to your content to help you target potential customers at all stages in their buying journey.
Published: 3rd Nov 2025