Free editable Consulting & agency customer journey template


The editable template is available for free after signing up at Out of Dark. Out of Dark is not a whiteboard or diagramming tool, so adding and editing the touchpoints in the template takes seconds, not hours.

Activity map view

Detail view

The most important thing to succeed in the consulting & agency space is to be viewed as an authority. Building your image can include writing blog posts or doing webinars addressing the challenges in your industry, or attending industry conferences. Having these activities laid out will ensure the clients will find you in all the right places.

Once you have a foot in the door and the potential clients are aware of you, the next step is convincing them you’re the right person or company for the job. Creating a couple of case studies from your most interesting projects that highlight your contribution can be the thing that wins them over.

The consulting space is extremely competitive with everyone trying to stand out. Creating and constantly improving your game plan in the form of a customer journey map will be key to keeping all your efforts organized.

Our Consulting & agency customer journey template is divided into 4 phases based on the Awareness, Consideration, Purchase, Loyalty framework that addresses all 4 stages of customer engagement.

Here’s the template outline:

1. Awareness

Increase visibility and awareness through thought leadership initiatives. This involves leveraging platforms to showcase expertise and thought leadership content—blogs, guest articles, speaking engagements, and collaborations within the industry.

Social media

To increase brand visibility, we utilize social media, focusing on key metrics like reach, engagement, followers, and web traffic.


To attract new prospects, we organize webinars, focusing on metrics such as attendance numbers, participant engagement, and post-event lead generation.


To establish expertise and attract interest, we maintain a specialized blog, focusing on metrics like gained traffic and time spent on page.

Industry conferences

To enhance visibility and network within the industry, we participate in industry conferences, focusing on metrics such as the number of leads generated and the extent of engagement with industry peers and potential clients.

2. Consideration

In the “Consideration” phase, the emphasis is on providing valuable information to potential clients. This could involve sharing case studies or in-depth blog content that demonstrates successful projects or problem-solving approaches.

Case study on social networks

To showcase our expertise and influence decision-making, we publish case studies on social media, focusing on metrics like engagement rates, share frequency, and the number of inquiries or leads generated.


To engage and inform potential customers, we maintain our website, focusing on the number of conversions and overall website traffic as key metrics.

Performance marketing

To effectively target potential customers, we run PPC (Pay-Per-Click) campaigns, focusing on metrics like the number of clicks, conversion count, and cost per conversion.

3. Purchase

Moving to the “Purchase” phase, the goal is to convert interest into action. Agencies might offer initial consultations, trial projects, or workshops to allow potential clients to experience the expertise firsthand.

Consultation call

To facilitate informed decision-making and close sales, we offer consultation calls, focusing on metrics like the number of calls conducted, the number of deals closed, and the total value of these deals.

Follow-ups and upsells

To ensure customer satisfaction and drive growth, our success team focuses on activities such as follow-ups and support, with a primary metric being the rate of successful upsells.

Direct sales

To drive sales and build customer relationships, we employ direct sales tactics, concentrating on metrics such as conversion rates, average deal size, and customer acquisition cost.

4. Loyalty

The “Loyalty” phase involves post-service engagement. This could encompass maintaining communication with clients, providing ongoing resources or updates, and potentially upsell campaigns or exclusive access to maintain the relationship and encourage repeat engagements.

Upsell campaign

To maximize revenue and enhance customer value, we conduct upsell campaigns, concentrating on metrics such as upsell conversion rates, average order value increase, and customer response rates.


To support customer loyalty, we focus on collecting reviews, emphasizing key metrics like the number of reviews and the average rating.

Collecting feedback

To continuously improve our services and understand customer needs, we focus on collecting customer feedback, emphasizing metrics like the volume of feedback received and the insights gained from it.

Client retention

To ensure high client retention rates, we implement various proactive retention strategies, focusing on metrics like retention rates, customer engagement levels prior to renewal, and customer satisfaction at the point of renewal.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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