call to action

How the right call to action could help you build trust and create an online community

call to action

Writing a great call to action is an art.

It’s the difference between winning and losing customers, having a successful or a struggling business.

It can build trust, make your prospects feel part of a community or movement, and make them take decisive action.

It tells them exactly what you want them to do. Or, it should!

How do you write a good call to action?

A call to action (CTA) should be short, snappy, and targeted to your ideal customer.

It should match your content seamlessly and will often be contained in a button or icon.

However, don’t leave the copy on your call to action to your designer.

It’s part of the package of persuasion you need to use to create a convincing customer journey, taking them from piqued interest to confirmed sale.

What you need is a top-notch copywriter, of course!

Go back to your client avatar and look at what motivates them.

Do they want to be part of something? Are they naturally cautious? Do they feel the need to take swift decisions?

All of this will inform how you write your CTA.

Then, write 12 of them. Take a look at each one and think about how it answers a need in your ideal client.

Whittle it down to the best three and do some testing with those. Find out which one is the most effective.

You can do this by creating different landing pages, advertising campaigns, or social media posts.

Here are some creative and persuasive CTAs

Join us – Perfect for businesses which are building communities of potential clients. There’s a collaborative feel to this call to action, prospects feel valued, wanted, and part of something bigger than themselves.

Try it free – The purchasing decision moves from interest and research to weighing up benefits and making the choice: to buy or not to buy. One of the important ways you can move the decision along the axle towards purchasing is to build trust. Try it free, without risk, and see for yourself. A powerful CTA.

Discover more – Who doesn’t like to discover something? It’s the best way of finding out information. You’re a traveller in data and case studies, the Indiana Jones of knowledge. You’re more likely to buy if you’ve dug up that nugget yourself.

Claim your… – Hey, it’s already yours! Just claim it and it will be right with you. Who wouldn’t feel a little reciprocity here?

Continue – A clever way of using a very simple call to action. You’re already invested in this potential business relationship, so…


Don’t press! – If you tell people not to do something, you can be guaranteed they will be intrigued about why they shouldn’t and, of course, they will press. Reverse psychology works, as every parent will tell you.

View products – Great for ecommerce sites and it’s straight to the point and invites people into your online store to browse. It’s also much better than using the word ‘browse’ which smacks of going down an online rabbit hole and wasting half your day.

Grab it now! – Get something you want instantaneously. There’s no need for delayed gratification here, whether it’s an online course, e-book, or useful lead generator but don’t use this with stuff you have to wait days for, though, or people might feel a little cheated.

Yes, please – Of course, send me the coupon/offer! Why on earth would I say no? Faced with a yes/no alternative, people are likely to hit yes if your copy is persuasive and there’s a low risk attached.

If you need a hand writing your CTAs, we’re here to help on 07790 657427. Or, join our merry band on LinkedIn.

What to write on the About Us page of a website

About Us page

Your website ‘About Us’ page is the one place which can be all about you…can’t it?

Wrong! It’s still all about your potential clients.

You may be telling your story, but you need to tell it in a way which will forge strong relationships with your website visitors.

You need to make an emotional connection and show them you understand what they need.

Here are a few simple ways to do that…

Be authentic…

Take a look at the story of Gladstone Motorcycles. It’s a cracking tale told in the words and style of the company’s CEO Henry Cole, a descendant of the former Prime Minister William Gladstone and the presenter of TV shows including The Motorbike Show and Find It, Fix It, Flog It.

It’s clear about the type of client it wants to attract. In fact, it calls them “discerning hooligans”, something the business knows will make its ideal client base smile.

This story’s tone is completely authentic to this business.

How can you tell your story in an authentic fashion? What will help people see the core of your business purpose?

Be succinct…

Design studio Eight Hour Day has a mission to simplify the creative process. Its About Us page is simple, straightforward, and just a few lines long. It says this: It’s all about collaboration and passion, and we can’t wait to work with you.

Be jargon free…

No one likes industry jargon. Ditch it and keep it simple. That will keep your website visitors reading, and that’s the pint, isn’t it? Check out this jargon-free page from Apptopia.

Be specific…

Know your audience. Understand who you’re speaking to and what sort of tone and content will connect with them. Do your client personas/avatars before you write your content to ensure it cuts through the noise online. A great example is the Nike About Us page.

Its audience is those who work hard to achieve physical success, not celebrities or those who buy its products for the brand value. It shows that with the strapline “If you have a body, you’re an athlete.”

Nike is a brand which understands its roots. It also understands the need to say: “We’re still just like you”.

Be funny…

In many sectors, you can use humour to forge that connection with your potential clients.

However, never ‘punch down’. Always make fun of yourselves, rather than your clients!

The illustrator Blaze Suarez is very funny (anyone who loves The Jerk by Steve Martin will appreciate his bio). He’s also combined his About Us and Contact page – a handy tip!

Be clear…

…About what you want your potential clients to do next.

Write a strong call to action. Whether you want them to browse your shop, call your office, or send you a contact form to make an appointment, tell them.

What can you include on an About Us page alongside your story?

  • Your mission and vision
  • Team biographies
  • A pledge to clients
  • What makes you tick
  • What clients say about you

Need some help with your About Us page? Get in touch! We love telling a good tale…



blogging for business

How can I write a killer blog headline?

Want to know the secret? Write your blog headline like the media industry headline writers…

blogging for business

Take a lesson from the media…

News media headline writing is an art, something taught to sub-editors over many years. A great headline makes you smile, think, stop in your tracks. Your blog headline will be shared on social media, so if you get it right it could be the reason thousands of people read on.

The reason news media do headlines so well is simple: they write it at the end of the process, not at the beginning. They know the story.

In the same vein, never write your blog headline until you have typed the last full stop on your post.

Here are the basic blog headline rules:

Use short, active words – A punchy headline grabs the attention. Cut out unnecessary words, especially adverbs.

It must contain a verb – Making the headline active means using a verb, even if that verb’s ‘is’.

Use figures – Don’t write them out as words. Studies have also shown that using figures in a headline makes it more attractive to the reader. Round monetary figures up, or down.

Make it accurate – Don’t write a sensational but inaccurate headline to suck readers into the post. They’ll feel cheated.

Reflect your content – Throwing in a celebrity name to the headline, for example, without backing that up in the post will backfire on you.

Don’t use tortuous puns – No matter how tempted you feel, just don’t do it. This isn’t about showing how cleverly you can write, it’s about communicating with your target audience.

Don’t over-use exclamation marks – They are called ‘screamers’ in newsrooms because they are often over-used to scream out content.

Read it aloud – If it sounds convoluted, or ridiculous, delete and start again. If you can’t say it easily, they won’t read it easily.

Will it appeal to your target audience? – Ask yourself how, and why they would read on. Think about their problems, how they like to spend their time when you’re making this decision.

Blog writing for SEO

Get the right keywords for your business…

Don’t forget SEO: Search engine optimisation is still very important in blog headlines and your keyword research should help you. Which words appeal to your ideal customers and how can you incorporate them in an organic way?

Some headline power words: There are some words which people find innately attractive. “Discover”, “Find”, and “Secrets” arouse our curiosity and make us want to find out more.

“Powerful”, “effective”, and “hacks” make us feel the content we’re about to read is hitting our usefulness sweet spot and so does the word “useful”.

Too busy to blog yourself? Drop me an email on