From Scrolling To Saying Yes: How the Right Content Leads Clients To a Sale

Strategic storytelling is the key to turning first impressions into lasting client relationships—and the right content is your most powerful tool.

It starts with a scroll. 

A potential client pauses on one of your Instagram posts. Maybe it’s a short video where you share a helpful tip, or a lifestyle photo of you in action, doing what you do best. It’s quick, engaging, and it leaves an impression. 

So they follow you.

A few days later, they come across another post. This one shares valuable insight by answering a common question they’ve been wondering about. It’s thoughtful and informative, and you’ve included a link to a full blog post for more detail. 

Now they’re not just scrolling—they’re clicking.

They head to your Instagram profile, looking for more. They tap the link in your bio and land on your website. A clean, polished headshot—your professional foundation—tells them you’re serious, credible and ready to do business. 

Curious to learn more, they start exploring your website.

Maybe they dive into your branding video, where you share your story, values and client transformations. Or they watch a quick explainer video that clearly outlines your process. They scroll through blog posts that provide more value, so they sign up for your email newsletter to stay connected. 

Bit by bit, touchpoint by touchpoint, trust begins to grow. Curiosity turns into conversion.

Each piece of content—short-form video, lifestyle photography, blogs, email newsletters, and yes, even that headshot—plays a unique and intentional role in your strategy. These aren’t just random pieces of content. They’re stepping stones, guiding potential clients along a journey from that first social scroll to the moment they choose to work with you.

In today’s fast-paced digital landscape, content is the driving force behind every successful marketing strategy. But not all content is created equal. Different types and styles of content serve distinct purposes, and understanding these differences can help you make smarter, more intentional choices. By strategically building a content journey, you can engage your audience at every stage of the sales cycle—and convert first impressions into loyal clients.

Lifestyle Marketing Photography Produced for Claudia Diaz of Paramount Residential Mortgage Group Inc.

Guiding the Client Journey with Intentional Content

One of the biggest mistakes brands make is expecting potential clients to commit before they’ve had enough touchpoints with the brand. It’s like dating—you most likely wouldn’t marry someone on your first date. Similarly, a potential client isn’t going to jump into business with you before they’ve had the opportunity to get to know, like and trust you. 

By intentionally structuring your client journey with perfectly placed content, you can walk them down the sales pipeline without losing them at different points in the process. Each piece of content serves as a stepping stone, nurturing the relationship and moving them closer to a final decision—without losing them along the way.

How To Lead Clients Through Each Stage With Strategic Content

If you don’t want to get caught in the trap of “posting just to post,” strategic content creation is essential. Different types of content help guide potential clients through each phase of their journey, ensuring they receive the right message at the right time. Here are the best types of content to use at each stage in the customer journey. 

Awareness Stage

Goal: Capture attention and introduce your brand

This is your first impression—when someone becomes aware that you exist. At this stage, your content should be eye-catching, engaging and built to stop the scroll. You’re not trying to sell here; you’re trying to spark curiosity, build brand familiarity and move your new lead one step down the pipeline.

• Headshots: A contemporary headshot serves as your professional foundation. A classic, in-studio portrait is your “bread and butter” image—essential for professionalism and credibility—because it ensures a strong and consistently branded first impression across all your marketing, from your LinkedIn profile to your business card. 
• Lifestyle Photography: This style is all about authenticity and personality, with a goal to showcase you in natural settings: out in the community, engaging in hobbies, or spending time with loved ones. They build trust and relatability, making potential clients feel like they know you before they ever meet you.
• Short-Form Videos (Reels, TikToks, Stories): These bite-sized videos are designed to entertain, inspire, or educate—quickly. They’re perfect for grabbing attention in the feed and giving a preview of your personality and expertise. Think tips, quick answers, or even just a peek behind the scenes.
• Educational Social Posts: Useful content is one of the easiest ways to catch people’s attention. By sharing quick insights and industry updates on social media, you’re demonstrating that you can solve your audience’s problems—without asking for anything in return. 
• Blog Teasers: Blog teasers are a great way to drive new leads to your website to learn more. Through your various social platforms, these sneak peeks get people to click and learn more about your brand.
• Lead Magnets: Lead magnets help attract new prospects and introduce them to your brand. Offer helpful resources—such as downloadable guides, checklists, or templates—to provide something of immediate value. But remember, the goal is to provide value in exchange for contact information (usually an email), so you can begin building a deeper relationship. 
• Brand Personality Content: This is the fun stuff. Think humor, behind-the-scenes, or fun facts—anything that helps people feel connected to you and your brand. 

Consideration Stage

Business Marketing Photography Produced for KV Lagree Studio

Goal: Build trust and position your expertise

At this point, your audience knows who you are, but they’re still deciding whether you’re the right fit. Here, content should deepen the relationship, answer questions, and demonstrate your value and expertise. It’s about showing why you. 

• Business Marketing Photography: A step deeper into your brand story, business marketing photography captures you and your team in action—working in your office, interacting with each other, and engaging with customers. These images provide a behind-the-scenes look at what it’s like to work with you, helping potential customers visualize their own experience as your client.
• Brand Story Videos: These emotionally compelling branding pieces introduce who you are, what you do, and why you do it. They create a deeper connection by sharing your values and mission, and they give your audience a high-level view of what sets your brand apart from others. A professional brand story video shows people your brand is professional, lasting and worth caring about. 
• Educational & Thought Leadership Videos: A bit more in-depth than reels and stories, these informative videos help you stand out in the market by positioning you as an expert in your field. The goal here is to provide value to your audience and build credibility, all while helping your audience learn more. 
• Email Newsletters: When you can land in someone’s inbox, you’ve created a whole new channel to reach them. Nurture leads with weekly messages that provide value, answer questions and consistently demonstrate how you can help.
• Client Testimonials: Whether you capture client testimonials with words or video, there’s nothing more convincing than hearing from a happy customer. While easy to overlook, testimonials are an easy way to move your prospects down the sales pipeline.
  Real stories build real trust. Show how you’ve made a difference.
• Blog Articles: These in-depth pieces educate your audience and offer solutions to common problems, while also showcasing your unique approach, expertise and brand voice. (Did we mention these are great for your search engine optimization too?) 

Conversion Stage

Goal: Inspire action and make the next step feel easy

Your audience is almost ready to buy—they just need a nudge. This is where you remove friction, reinforce value and clearly guide them to take the next step. Think clarity, confidence and compelling offers. 

• Explainer Videos: These videos simplify the complex for your brand. Whether it’s your process, pricing or philosophy, explainer videos address FAQs and misconceptions, providing clarity and confidence to those considering your services. 
• Website Content: By now, your warmed-up leads should have made it to your website. The goal here is getting them to sit down and stay awhile. Clear, compelling and conversion-driven content will keep them exploring your site—and your services. 
• Booking Videos: These short videos are a personal, friendly invitation to connect. They make your contact page feel more approachable and engaging.
• Case Studies: Client case studies not only showcase the tangible impact of your work—they also help future clients imagine what it’s like to partner with you. By focusing on outcomes and client success, case studies reinforce credibility, deepen trust and serve as powerful social proof that continues to build your brand’s reputation over time.
• Calls To Action: Every piece of content should include a next step—whether it’s “click the link,” “comment below,” or “send a DM.” Clear CTAs help convert curiosity into action and make the next step crystal clear.

Loyalty Stage

Goal: Retain, re-engage & turn clients into advocates

After the sale, your content should continue to serve and surprise. This stage is about turning happy clients into repeat clients and brand ambassadors. Consistent, thoughtful content keeps you top-of-mind and deepens the relationship over time.

• Client Spotlights: Shine a light on your clients’ wins and let others see the journey you took together. It builds credibility and makes your clients feel valued.
• Email Campaigns for Past Clients: Keep in touch with helpful updates, invitations to new offers or simply a “thinking of you” note. These touchpoints keep the door open and invite past clients to take advantage of new offers. 
• Thank You or Anniversary Videos: A personalized video after a project wraps—or on an anniversary—goes a long way in deepening your relationship and showing appreciation. 
• Personal Updates & Letters: People like to buy from brands (and people) they know and trust. If they’ve bought from you, they’ve also bought into you and your success. Share personal updates and messages with your existing clients to remind them that their relationship matters to you. 

Making Intentional Choices

By understanding the different types and styles of content, you can make more strategic marketing decisions. A well-rounded mix ensures you’re meeting potential clients where they are—whether they’re just discovering your brand, building trust in your expertise, or making the final decision to work with you.

Content isn’t just about filling up your marketing calendar; it’s about communicating the right message at the right time in the right way. When you craft a thoughtful, purposeful content strategy, you’re not just posting to post—you’re posting to accomplish a purpose.

Need help mapping out the content for a successful client journey? That’s what we do all day long! (No, seriously.) Learn more about our Strategic Planning Sessions to move your brand from pointless posting to strategic storytelling. The good news? It’s probably easier than you think.

Visual Marketing Education 

At SchlickArt, we know your marketing visuals are only effective if you actually use them. That’s why we help you create powerful photography and video – and then we teach you how to share it. With each session, we’ll give you our best tips based on your specific marketing goals. We provide the education and resources you need to brand your content, integrate it into your marketing strategy, post it with intention, and maximize engagement along the way. 

If you want even more tips and resources, we have an educational blog, newsletter and video channel to help you dive deeper, as well as professional presentations, workshops, and coaching sessions if you’re ready to take action and level-up your marketing now. 

About SchlickArt 

SchlickArt, a luxury visual marketing company based in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of authenticity that shines through every camera lens. Built on a philosophy–rather than a product, service or person–SchlickArt has rapidly evolved, meeting fractional CMO, business and strategy planning, professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.

Kirsten Quinn

A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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