📘 Your Blueprint for More Booked Appointments

Did you know that, on average, home improvement businesses convert just over 10% of leads into booked jobs from their Google Ads search campaigns?

While that’s higher than many industries, nearly 90% of interested people still don’t follow through — leaving a lot of potential business on the table.

This isn’t about the quality of your work. Whether your leads come from social media ads, website enquiries, or referrals, the critical factor is what happens between that first enquiry and the final booking. Small gaps in the customer journey cause trust to slip and momentum to stall. These gaps quietly cost you customers — and revenue — without you even realizing it.

That’s why I created this customer journey map — to help you see exactly where you’re losing customers and how to fix it.

As founder of Upper Hand Marketing, a social media ads agency specializing in home improvement businesses, I lead a team that handles the entire lead follow-up and booking process—not just ads. This hands-on experience gave me deep insight into exactly where customers drop off and what drives conversions. It inspired me to create this customer journey map — a practical tool already helping businesses improve conversion rates by closing gaps and keeping momentum strong.

With nearly 100 downloads and over 1,000 views on Miroverse, it’s clear businesses like yours are already finding real value in it.

You can grab the free template below, or keep reading to see how it works—and discover why things might feel harder than they should right now.

👉 Get the Free Template Here on the Miroverse

🧠 Why Mapping the Journey Matters

Most businesses focus on getting more leads.

But what if the leads you already have are slipping through the cracks?

This journey map pinpoints where leads drop off — and how to fix those leaks.

Whether it’s ads, referrals, or word of mouth bringing people in, what happens after that first click or message is where most businesses lose momentum.

Someone’s interested… but then what?

• Are you responding fast enough to keep their interest?

• Have you built enough trust to encourage them to move forward?

• Are you making it easy for them to take the next step?

This map helps you:

• Spot exactly where potential customers lose interest

• Improve your follow-up, messaging, and speed

• Turn more leads into actual booked jobs

If you’ve ever said, “We get loads of leads, but barely any of them book,” this is for you.

🚀 Real Success Stories from Businesses Using this Customer Journey Map

Here are just a few examples of how this customer journey map helped real home improvement businesses transform their lead flow and boost revenue:

• The Hardwood Flooring Shop:
  By analyzing the journey map, we identified a drop-off in lead booking rate and the need for a deeper connection in their ads. Switching from static image ads to video ads gave potential customers a genuine feel for the company’s vibe, craftsmanship, and values. This shift turned a £500 ad spend into over £30,000 in booked jobs — and ongoing campaigns have continued to generate even more revenue, reaching over £100,000 in just 3 months.
  
  

• Phoenix Flooring & Bedrooms:
  Using the map, we spotted a drop-off at the appointment conversion stage in their Facebook ads. We changed their initial meetings from “quote appointments” to “showroom appointments,” and introduced a purchase-tied offer instead of just a free quote. This attracted highly motivated prospects willing to invest their time—rather than Facebook users just looking for something free. This adjustment helped them achieve their best March turnover in 25 years — going from almost no conversions on ads to fully booked schedules.

These are just two examples showing how tightening up the customer journey, step-by-step, leads to real growth and more booked jobs.

🔍 Inside the Ultimate Customer Journey Map

Here’s a quick look at the map (screenshot below):

It tracks five key steps in the customer journey:

1. They see your business (and feel intrigued)
   

2. They book a consultation (or don’t…)
   

3. They get follow-up info
   

4. They receive a quote
   

5. They either go ahead and buy — or disappear
   

Each step includes:

• What your customer is probably thinking at that point
  

• Real quotes to reflect their mindset
  

• Key conversion metrics to measure
  

• Simple ideas to improve that step

There’s also a “Things to Change” section at the bottom — so you can write in what you’re testing or fixing. It becomes a live optimisation board you can update anytime something changes in your business.

⚙️ How to Use This Map to Skyrocket Your Conversions

This isn’t some fluffy concept — it’s something you can actually use.

Here’s how to get the most out of it:

1. Plug in your own numbers — each step has space for metrics, so you can see where people are dropping off and track improvements over time.
   

2. Ask: “What would my customer be thinking at this step?” Then adjust your emails, replies, quote process, or messaging to match that mindset.
   

3. Use the “Things to Change” section at the bottom to note the fixes you’re making — it keeps your focus on what matters and gives you a live scoreboard for your marketing.
   

4. Pro move: Review it once a week with your team or just by yourself, especially if you're running ads or working through a list of leads. You’ll start spotting patterns fast.

It’s all about zooming out and seeing how the whole experience works together — not just the click, not just the call, but everything in between.

And when you tighten up those gaps? That’s when results start compounding.

🚀 Grab the Free Customer Journey Map

This is a free template I put together in Miro — no sign-ups, no strings. Originally made for clients, it’s clearly helping others too.

Use it for:

• Facebook and Instagram ad campaigns

• Google leads and website traffic

• Optimising your follow-up and booking process

• Spotting friction points in your lead flow

Ready to take control of your lead flow? Grab the free template below and start closing those gaps today.

👉 Download your free Home Improvement Customer Journey Map now and start turning more leads into booked jobs

🎥 Prefer to Watch? Here’s a Quick Video Walkthrough

I also made a short YouTube video walking through how to use the map, step by step.

📺 Watch the video here:

❓ Frequently Asked Questions

Is this template customizable for my business?
Yes! You can edit every part of the map to fit your unique customer journey.

Do I need marketing experience?
No, it’s designed for easy use, even if you’re new to marketing.

Is this template suitable for small businesses or only bigger companies?

It’s perfect for businesses of all sizes—from solo contractors to larger teams.

Do I need any special software to use the template?

No, the template is on Miro, a free and easy-to-use online platform.

How often should I update the map?
At least once a week or whenever you make changes in your process.

Will it work without ads?
Definitely. It works for leads from any source.

What if I don’t see quick results?
Keep tracking and adjusting—improvements compound over time.

💭 Final Thoughts

Most businesses don’t lose because their ads, website, or branding are bad — they lose because someone almost became a customer… and then didn’t.

This journey map helps you stop that from happening.

Don’t let interested customers slip away. Use this journey map to close gaps, build trust, and turn more leads into booked jobs — consistently.

And if you’d rather have someone take care of the whole process for you — that’s exactly what we do.

At Upper Hand Marketing, we create the ads, build a tailored follow-up system, and handle everything from the first click right through to booking the appointment. No chasing leads, no wondering if they’ll show up — just real appointments straight into your calendar with people who want the job done.

We even guarantee it: If you don’t get at least 10 booked appointments in your first month, you don’t pay our fee.

We only work with a small number of businesses at a time and avoid overlap by area. So if you’re curious, visit our website or get in touch at https://upperhandmarketing.co.uk/contact.

We’ll let you know if there’s space — or if we’re already working with someone nearby.

The first step is a free, no-obligation one-on-one call where we’ll review your current marketing together. I’ll help you spot what’s working, what’s holding you back, and share simple, practical steps you can use right away — no pressure at all. If it feels like a good fit, I’ll explain how our service has helped businesses consistently book an extra £20k–£30k in jobs each month from a modest ad spend, and how we can do the same for you.

Either way, I hope the map helps — and if you want a hand turning more leads into real jobs, you know where to find us.