We’re busybodies.
We live in too-many-tabs-to-count world and my-calendar-is-full land.
And so do your prospects.
Even though they’re smart, they’re checking out your website or reading an email at about a middle-school reading level.
It’s not a diss. It’s reality.
When your prospect is on your website or reading your email, they aren’t reading it like a book.
They’re skimming for something to help them.
Looking for something to draw them in to take some action.
And, with attention spans shrinking, they want something to click on and engage with.
Good copy gives your readers the action steps they’re looking for.
Let me give you some examples:
1️⃣ In your welcome sequence, don’t just tell them about your services; link to your services page or an example project you’ve worked on.
Example:
“Curious if I can write in your voice? Here’s a sample of copy I wrote for an EdTech company and a money coach!” (Pro tip: welcome sequences are when your prospect is most curious — so give them something to scratch the itch!)
2️⃣ In the hero section of your website, don’t just include the value prop; include a clear call to action in button form. “Start today” is good, but “Book a call” or “Schedule a consult” is even clearer.
Exhibit A:
3️⃣ On the About page, don’t just tell your story. Give them a podcast, case study, or blog piece to look at while they’re skimming. You can see how I did that on my About page!
4️⃣ In your Instagram bio, tell them what to do if they want to work with you! Yes, give a little tidbit about you that makes you sound human and clearly communicates what you do. But! Don’t skip the next step – what should I do next?
***
This isn’t just about feeding the attention-scarce world.
This is about being a really good host.
Anticipating what questions or needs your prospects might have.
And making it easy for them to learn more, get the questions answered, and, ultimately, make the steps to working with you that much easier.
Who is the “hostess with the mostest” in your life?
They’ve probably won that award not because of their fancy decor, but because of the way they anticipated what you need — before you had to ask.
When it comes to your marketing content, you want to win that award, too.
Ready to improve your CTAs and engage your audience like the ultimate digital hostess? Here are some practical next steps:
1️⃣ Audit your current call to action placement – Review your welcome sequence emails, website pages, and social profiles. Are you just telling people about what you do, or are you giving them clear next steps? Remember, effective call to action examples go beyond “Learn More” – they tell people exactly what to expect.
2️⃣ Make your CTAs specific and value-driven – Instead of “Check out my services,” try “See how I helped a money coach increase conversions by 12%.” This CTA copywriting approach scratches that curiosity itch while also demonstrating your expertise.
3️⃣ Create a user journey CTA map – Think about what your prospects need at each touchpoint. Your welcome sequence CTAs might link to sample work, while your About page CTAs might offer a podcast interview or case study. Map these out intentionally to guide visitors through their journey with you.
4️⃣ Test different CTA formats – Experiment with button CTAs on your website, inline text links in your emails, and clear direction in your Instagram bio. Different formats work better in different contexts, so don’t be afraid to mix it up and see what drives the most engagement.
5️⃣ Review and optimize your email marketing call to action strategy – Your emails have limited real estate, so make those CTAs count! Remember what I said about welcome sequences? That’s when curiosity is highest, so make sure your CTAs satisfy that need for more information.
Remember, being the “hostess with the mostest” isn’t just about having good content – it’s about anticipating what your audience needs next and making it ridiculously easy for them to take that step!
If you want to learn more about engaging your audience, join my weekly newsletter—for brands that want to sound more human in their marketing.
hey, i'm corrie!
I help people-driven companies, large and small, connect with their kind of people with brand voice strategy + personalized copy. A believer in public schools and Ted Lasso, I love getting to champion the best version of your brand.
