Let’s be honest. The “buyer journey” isn’t exactly a new concept. We’ve all seen the diagrams. Awareness, consideration, decision. Nice, neat funnels with linear paths and predictable steps. But, if you’ve spent any time looking at real user behaviour recently, you’ll know that’s just not how it works anymore in organic search.
In 2026, buyer journeys are messy. They loop, they stall. They jump between devices, platforms and formats. And increasingly, we’ve noticed that they’re shaped not just by search engines but also by AI, recommendations, and content ecosystems that stretch far beyond a single website.
So, instead of asking “What is the buyer journey?”, a better question might be: “What does a real buyer search journey actually look like today, and how can we create content that supports it?”
That’s what we’re going to explore here. And along the way, we’ll use some of the work we’ve done with Victory Leisure Homes as a practical example of how this looks in the real world.
The Buyer Journey isn’t linear anymore (and that’s fine)
Traditionally, we’ve broken the buyer journey into three stages:
- Awareness: “I think I have a problem”
- Consideration: “I know what my options are”
- Decision: “I’m ready to choose what I want”
That structure still holds value. It gives us a framework, a way to organise content and a way to think strategically.
But the reality? People don’t move through these stages in order.
For example, a buyer might:
- Read an in-depth guide (awareness)
- Jump straight to product comparisons (consideration)
- Go back to broader research
- Ask an AI assistant for recommendations
- Read reviews
- Then, finally convert, sometimes weeks later
And that’s before we even factor in things such as:
- Multiple stakeholders (especially in higher-value purchases)
- Device switching (mobile to desktop to tablet)
- AI-generated summaries changing how content is consumed
So instead of thinking in straight lines, it’s more useful to think in content ecosystems. Your job isn’t to push someone through a funnel, it’s to be useful wherever they land.
What buyers are actually doing in 2026
Before we get into content strategy, it’s worth grounding this in reality. Let’s start with some core points on what to expect from today’s buyers. They are:
- Research-Heavy: Often consuming multiple pieces of content before acting
- AI-Assisted: Using tools to summarise, compare, and validate choices
- Non-Committal (Initially): Browsing, exploring, dipping in and out
- Emotionally Driven, Logically Justified: Especially for lifestyle purchases
This last point is particularly important. Although we often map journeys around information needs, many decisions start with something much softer: inspiration.
Starting With Inspiration: The Real Entry Point
For many brands – especially those selling lifestyle products – the journey doesn’t begin with a problem.
It begins with a thought. A thought like:
“What if we had a place to escape to?”
Or:
“Could we actually own a holiday home?”
This is where awareness-stage content needs to do more than just inform. It needs to spark imagination, curiosity and excitement. It’s the art of storytelling, and it’s an intrinsic part of any buyer journey.
With Victory Leisure Homes, this often takes the form of detailed, forward-looking blog content that answers big, open questions.
For example:
- What’s changing in the holiday home market?
- What should buyers expect in the coming year?
- Is now the right time to invest?
- Why should I buy a holiday home in Cornwall?
These aren’t transactional queries. They’re exploratory.
And the content reflects that; longer, more narrative-led, designed to build trust whilst gently introducing the brand into the conversation.
This is where many strategies fall short. They jump straight to products, but if you haven’t earned attention yet, product pages won’t save you.
From exploration to evaluation: Meeting the consideration stage
Once that initial curiosity turns into intent, things shift. The questions become even more specific:
- What are my options?
- Which model is right for me?
- How do these compare?
This is where comparison content becomes incredibly powerful, and it’s something we’ve leaned into heavily with Victory.
Take model comparison blogs – for example, comparing two specific holiday homes. These pieces don’t just list specs. They:
- Break down key differences in plain English
- Frame decisions around lifestyle and use cases
- Help buyers see themselves in each option
This is important because at this stage, buyers aren’t just comparing products. They’re comparing versions of their future. So, the content needs to do more than inform; it needs to guide buyers. Not push. Not sell. Just help them make sense of their options.
The Decision: Removing friction, not adding pressure
By the time someone reaches the decision stage of the buyer journey, they’re usually no longer looking for inspiration. They’re looking for reassurance.
This is where content needs to shift again.
Think of doing the following in your content:
- FAQs that address real concerns
- Practical guides that explain the buying process
- Clear, honest information about costs, logistics, and expectations
For Victory, this often means creating content that answers questions like:
- What does ownership actually involve?
- What are the ongoing costs?
- What should you expect when buying a holiday home?
This kind of content does something really important: it reduces uncertainty.
And in high-consideration purchases, that’s often the difference between conversion and hesitation.
But Here’s the Thing, It’s All Connected
Although we’ve talked about awareness, consideration, and decision separately, the real strength lies in how these pieces connect.
A buyer might:
- Land on an awareness blog
- Click through to a comparison guide
- Explore specific models
- Return later via branded search
- Then finally convert
Or they might skip steps entirely.
That’s why it’s not enough to just create content for each stage.
You need to:
- Link them together logically
- Ensure consistent messaging
- Build a cohesive narrative across touchpoints
With Victory Leisure Homes, this means:
- Awareness content linking naturally to comparison pieces
- Comparison blogs pointing towards relevant models
- Product pages supported by deeper informational content
It’s not about forcing a journey. It’s about making the next step obvious, wherever someone starts in their buying journey.
The Role of AI in Shaping Buyer Journeys
We can’t talk about 2026 without addressing the role of AI.
There’s no getting around it, AI continues to fundamentally change how people:
- Discover content
- Evaluate options
- Make decisions
Buyers are now:
- Asking AI tools for summaries of topics
- Requesting comparisons between products
- Using conversational queries instead of traditional keywords
Which means your content needs to:
- Be clear and structured enough to be understood and surfaced
- Provide genuine value, not just surface-level optimisation
- Cover topics comprehensively, not just individually
This is where topic depth and content ecosystems really come into play.
And it’s something we’ve focused on heavily; ensuring that Victory’s content doesn’t just target keywords, but builds authority across entire themes.
Why This Approach Works (And What It Tells Us)
When you step back and look at it, the strategy isn’t complicated; it’s just aligned with how people actually behave.
- People start with curiosity – so we create inspirational, educational content
- They move into evaluation – so we provide comparisons and guidance
- They seek reassurance – so we remove friction and answer real questions
Victory Leisure Homes is a great example of this in practice, because it reflects a shift in thinking from “how do we sell this?” to “how do we help someone make this decision?”.
And that shift is where the real impact happens.
So, What Should You Take Away From This Blog?
If you’re thinking about your own buyer journeys, a few key points stand out:
- Stop Thinking in Funnels: They’re useful internally, but they don’t reflect real behaviour. Think in journeys, loops and ecosystems instead.
- Start Earlier Than You Think: If you’re only creating content for people ready to buy, you’re missing a huge part of the journey.
- Make Content Work Together: Individual pieces matter. But the connections between them matter more.
- Prioritise Clarity Over Cleverness: Especially in a world where AI is interpreting your content.
- Be Genuinely Helpful: It sounds obvious, but it’s still the biggest differentiator.
Final Thoughts: It’s Not About Controlling the Journey
One of the biggest mindset shifts is this: You don’t control the buyer journey, you participate in it.
Your content might be:
- The first touchpoint
- The final reassurance
- Or just one small step in the middle
And that’s okay. Because if you’ve done it right, whenever someone finds you – at any stage – you’ll have something genuinely useful to offer. In 2026, that’s what makes the difference.
Take a look at our services or contact us to learn how we can help you build an SEO strategy that captures that buyer journey; one that drives traffic, builds trust and keeps your brand relevant and thriv
