This is a guest post by Dave McEvoy, the Director and founder of DMAC Media.

When browsing online for a product or service, most of us instinctively know where we stand in the decision-making process. Sometimes we’re casually exploring, other times we’re almost ready to click “Buy Now,” and often, we’re somewhere in between.

This self-awareness, conscious or not, is what marketers refer to as customer intent. And just like customers can gauge where they are in the buying journey, so too can marketers – if they know what to look for.

Customer intent reflects how close a person is to making a purchasing decision. In the world of digital marketing, this concept is essential to crafting an effective strategy.

Traditionally, online businesses have been particularly focused on what’s known as high-intent users – those who are ready to make a purchase and just need a final nudge. These are the people typing “buy iPhone 15 online” or “cheapest Samsung Galaxy deals” into search engines. They’re motivated, they’ve done their research, and they’re holding their credit card.

While it makes sense to prioritise this group (after all, they’re the ones most likely to convert) many businesses make the costly mistake of ignoring the vast audience with lower intent.

These are potential customers in earlier stages of the buying journey. They may not be ready to buy today, but they’re actively seeking information that could lead to a purchase down the line. Ignoring them is like turning your back on future business.

The three stages of customer intent

Let’s use the example of someone shopping for a new phone. Their journey can be broken into three main stages of intent:

1. Awareness stage (low/informational intent)

At this point, the user has identified a potential need. They might be thinking: “My phone is getting old. Maybe it’s time to consider a new one.” They are not looking to buy just yet; they are researching.

Their search queries will reflect this, with terms like “best phone under £500” or “iPhone vs Samsung camera quality.” These are signs of informational intent – the person is gathering facts, comparisons, and opinions. They’re laying the groundwork for a future decision.

2. Consideration stage (medium/navigational Intent)

Here, the user has narrowed down their options and is now comparing specifics. They might know they prefer Samsung but are unsure of which model or plan suits them best.

Search terms like “Samsung Galaxy S22 vs S23” or “Samsung UK official store” are common at this stage. The intent has shifted from broad research to finding trusted sources and specific products. This is a navigational or medium-intent phase.

3. Decision Stage (high/transactional intent)

This is the moment of truth. The user knows what they want and is actively searching for the best price or place to buy. Their queries might be “buy iPhone 15 today” or “Motorola G84 best contract deal.” These are transactional searches, and they signal that the customer is ready to spend money.

Why most marketers focus on high-intent users

Focusing on high-intent users is a natural strategy for marketers because these individuals offer the highest return on investment in the shortest time. They require less convincing and are already prepared to complete a transaction. Marketing to them typically involves clear, persuasive calls to action like “Buy Now,” “Get Started,” or “Add to Basket.” These calls are usually placed “above the fold” meaning, they’re visible on the screen without scrolling – to capture immediate attention and streamline the buying process.

For example, DMAC noticed that one of our customers received 5.7% of all website traffic via the search term ‘beadboard’. This direct product search implies searchers have high intent and want to purchase beadboard now. As a result, beadboard paneling is placed on the homepage of the website with a call to action: “Shop Beadboard”.

On a product page, these users expect to see key details like price, product name, and purchase buttons prominently displayed. For these shoppers, convenience and speed are everything.

But here’s the problem: Most customers aren’t ready to buy yet

While it’s smart to cater to those at the bottom of the funnel, it’s risky to ignore everyone else. Imagine customer intent as a pyramid: only a small percentage of users are ready to buy at any given time (at the top), while the vast majority are still exploring and comparing (the base).

By focusing only on transactional visitors, marketers miss out on cultivating long-term relationships with a huge group of people who are very likely to become future buyers. Brand loyalty, trust, and customer education are built at the lower stages of intent – these are the building blocks of long-term business success.

How to appeal to low intent customers

There are practical ways to cater your online content to low intent customers. These shoppers are looking for information, so that should be the focus. Detailed product descriptions, using additional resources like specification sheets and video demonstrations will help them understand the available products. Not only does this help them make a later purchase decision, it helps build trust between customer and supplier. In the sea of internet scams and fake products, including as much information as possible gives your page viability.

Reduce the chances of a customer clicking away to another site by streamlining navigation, and making sure it’s consistent across the website. Sites that are tricky to get around don’t get dwelled on long – they make users frustrated and more likely to favour a competitor.

By capturing the trust of users at this early, informational stage, you increase the chances of them returning later when they’re at a transactional stage – and ready to part with their money. That’s how marketers can make the best of every online visitor, not just those ready to buy.

This is a guest post by Dave McEvoy, the Director and founder of DMAC Media.

About Dave

Dave McEvoy is the Director and founder of DMAC Media, with over 22 years of experience in the web design industry. Before launching DMAC Media in 2006, Dave built his career in advertising and worked with a wide range of clients across the graphic and print sectors. Under his leadership, DMAC Media has evolved into a multidisciplinary agency with a strong focus on web design and development.

Credit: Photo by Sigmund on Unsplash