
Rule #3: Not Everyone Buys Right Away—The Power of Buy Later Prospects
If you want to use the Internet to promote your business and build a clientele, (which you obviously do!) then building a website is a logical first step.
You obviously want to give your prospects incentive to buy from you, so you'll probably include features on your site like a refer-a-friend promotion, a first-time customer coupon, or anything else you can think of that will encourage people to pick up the phone and call you, book online or just walk through your door.
These are all good practices, but if you stop there, you’ll miss a massive opportunity to engage with the largest percentage of people who visit your website—the ones who aren’t ready to buy yet.
Understanding Buy Later Prospects
Most people who visit your website aren’t in "Buy Now" mode yet. As a matter of fact, according to a study cited by Adobe, approximately 96% of website visitors are not ready to buy (source).
That means only 1 in 25 visitors who land on your website are ready to make a purchase. If you're not ready for them, that's a lot of missed opportunity and lost business.
The Buyer’s Journey is the path everyone takes when making a purchase. Whether it’s an impulse buy at the supermarket checkout or a big-ticket purchase like a home or car, we all go through this process.
There are three stages to this "Journey": awareness, where prospects notice that they have some sort of problem or need; consideration, where they're going over possible solutions; and decision, where they pull the trigger and commit to a purchase. Understanding this journey is crucial for crafting a marketing strategy that captures leads at every stage.

Solve Problems to Build Relationships (and Make Money)
As you develop your internet marketing strategy, always remember: you’re in the relationship business. What you provide isn’t entirely unique, but your ability to build trust and connect with prospects is what will make them choose you over your competitors. The fastest way to build that trust is by helping them solve specific problems they’re facing.
Why Sharing Knowledge Matters
You’ve heard the saying, “Knowledge is power,” but in marketing, sharing knowledge is where the true power lies.
Let’s do a quick thought experiment:
Think about a popular service you provide and a specific problem it solves.
Now, put yourself in the shoes of a prospect who has that exact problem and is actively searching online for a solution.
For your prospect this problem is real and they want it gone. They’re going to spend money at some point in the future—just as soon as they figure out where, on what and with whom.
So, ask yourself:
What information could you put on your website to help them understand everything they need to know to solve their problem—even addressing the questions they don’t yet know to ask?
What advice could you offer to help them avoid common mistakes when buying?
What if you were the only one in your local market that was offering the kind of insights that really hit with your prospects?
The Benefits of Catering to Buy Later Prospects
By sharing this type of information, you don't just solve their immediate problems—you position yourself as a trusted go-to expert. Now you're moving minds and puting yourself in a different mental space from your competitors.
This is how you set the table to be their first choice when your prospects are ready to make a purchase.
Some examples of content that can engage and nurture “buy later” prospects include:
How-to guides or checklists that address common challenges.
FAQs that answer their burning questions.
Case studies that showcase how you’ve helped others solve similar problems.
Videos or blogs that explain your services in-depth.
Final Thoughts
Most of your website visitors won’t buy from you today, and that’s okay. By focusing on their needs during the awareness and consideration stages, you can build relationships that lead to long-term success. Solve their problems, share your expertise, and stay consistent. You’ll be the one they turn to when they’re ready to buy.
Remember: Buy Later Prospects are the key to sustainable growth. Don’t overlook their potential!