Mind the Gaps - (And Stop Your Leads Slipping Away)

Ever had someone show loads of interest in what you do… only to vanish into thin air?
One minute, they’re reading your posts, clicking your links, maybe even sending an enquiry. The next - silence.

That’s what happens when your customer journey has gaps. Not huge, glaring holes - just small spaces where the conversation stops, and their attention drifts to someone else.

Why Touchpoints Matter

Think of your customer journey like a path through a garden.
If it’s bare and bland, people wander off. But if there are signs to guide them, benches to pause on, and interesting things to notice along the way, they keep moving forward.

Those “interesting things” are your touchpoints, the moments between “Hello” and “Let’s work together” that keep your brand in their mind while they get to know you.

The Danger of Radio Silence

A new lead isn’t ready to buy just because they’ve visited your site or signed up for emails. They’re curious, not committed.

If you go quiet for weeks, you disappear from their thoughts. And when they do decide to buy, it’s usually the brand they’ve heard from most recently that wins.

That’s where regular, light-touch contact comes in - short, relevant interactions that make them feel remembered, without overwhelming their inbox.

Fluff-Points That Keep You Front of Mind

The best journeys are packed with what we call “fluff-points” - little moments that add personality, show how you work, and keep people learning about you.

Maybe it’s:

• An email explaining the special way you handle first appointments.

• A short story about a client win that shows your process in action.

• A guide to one of your services that they might not know you offer.

• A quick tip they can use right now, even before they become a customer.

Each one nudges them closer to working with you - not by pushing for a sale, but by making them feel confident they already know and trust you.

Not All Touchpoints Are Equal

Here’s the key: every touchpoint should lead somewhere.
Not straight to the payment page, but to the next logical step in their journey.

If they’ve read about one of your services, follow up with an example of how you delivered it.
If they’ve seen a client story, show them how they could get the same result.
It’s about keeping the momentum going, so they never feel like they’ve reached a dead end.

The Long Game Pays Off

A well-planned customer journey doesn’t just plug leaks - it turns curious strangers into informed, confident customers who arrive ready to work with you.

So map it out. Fill the spaces. And make every step feel like you’re walking alongside them - not just waiting at the finish line with a quote.

Do you have a feeling that your customer journey has a few gaps? We’d be happy to take a look with you and spot where those leads might be slipping away.

You can email us at [email protected]. We look forward to hearing from you!

#TrulyYoursAgency #CustomerJourney #MindTheGaps