Instructions

Use this grid to map your existing content and touchpoints across each stage of the customer journey — and identify gaps or weak spots that need attention.

How to Use:

  1. For each journey stage, list the customer’s questions or needs.
  2. Record what content or touchpoints currently exist.
  3. Score their quality (1 = poor, 5 = strong).
  4. Note any gaps, mismatches, or opportunities.
  5. Prioritize updates based on impact and urgency.

Journey-Based Gap Analysis Table

Stage Customer Need or Question Existing Content / Touchpoints Quality (1–5) Gap or Opportunity Action Priority (H/M/L)
Awareness “What even is this? Do I have a problem?” Blog posts, social ads 3 Need a better explainer video, missing pain-based ad sets High
Consideration “Is this right for me?” Product pages, case studies 4 No comparison page, testimonials buried Medium
Decision “Why should I choose this one?” Pricing page, trial sign-up, FAQs 2 Pricing confusing, no ROI calculator High
Onboarding “How do I get started fast?” Welcome emails, setup guide 4 Missing in-product walkthrough Medium
Retention “Is this still delivering value?” Monthly report, NPS survey 3 Lifecycle content feels generic Low
Advocacy “Should I share this with others?” Referral program, review request 2 Not promoted enough, unclear reward Medium

✅Tips