Awareness (ads, SEO, PR) to Consideration (landing pages, lead magnets, email) to Decision (consultation, proposal) to Client to Advocate (reviews, referrals).
Five stages
1. Awareness: ads, SEO, PR, podcasts 2. Consideration: landing pages, lead magnets, email nurture 3. Decision: consultation, fee agreement 4. Client: onboarding, AUM transfer 5. Advocate: reviews, referrals, retention comms
Measurement
Each stage has its own CPL equivalent; hold all five visible in reporting.