Our new website went live a couple of weeks ago, and today I’ve been working on one of the ‘user journeys’. By that I mean the path that someone takes, or is directed along. From when they arrive at the website, until they leave.

The journey I’ve been working on is for people reading one of our recent blog posts in our paid promotion category. We’ve written a few recently and promoted them on social media. Soon we’re going to be ready to tell people about them in our email newsletters. But before we do that, I want to make sure they all have a decent ‘call to action’ (‘CTA’). In other words, a request to go on and do something else.

To put this into context for you: when we were developing the look for our new website, we also came up with a new style for our CTAs. We made a few, and we liked them so much that we used them on the old website.

This meant that we used the rather direct offer of a ‘free review’ as the CTA for our blog posts about Google AdWords.

Enough with the free stuff already!

Now I don’t know about you, but I need a bit of convincing before I get in touch with any company and take them up on their offer of anything ‘free’. I’ve been hounded by one too many businesses who offered me something, said they wouldn’t chase me, and boy, did they then chase me.

So rather than that, we thought it would be better to point people in the direction of a case study on Google AdWords:


Hopefully that’s a little bit less ‘salesy’ and for the right person, quite intriguing.

Click on it and you get taken to a case study (which you can also read here).

So it’s only when you get to the bottom of the case study, that we suggest you might like to get in touch for a free review. Here’s the call to action for that:


Clicking on that takes you to a page about our free AdWords review. So it’s going to take you several clicks to get there. My sense is that if you’ve got here, you’ll hopefully feel you can call us without feeling under any pressure.

Three things you can do now to make your website more helpful

1. Think about the people you want to visit.

Consider the problems they’re trying to solve and the kind of information you can provide to help them.

2. Put yourself in their shoes.

Include a call to action at the bottom of each page. But when you do, think about how much convincing you need before you take any action. Don’t make it too pushy, you’ll just put people off!

3. Make a no-strings-attached offer.

Classically, a CTA offers a website visitor something really valuable in return for them giving you their email address. The theory is you can then ‘keep in touch’ – ie target them with email newsletters, until they’re ready to buy from you.

However, we think that people are growing a bit weary of this approach now, In fact we’re convinced that being plain old generous is a much better way to stay in the front of people’s minds until they’re ready to buy. What do you think? Tell us in the comments below!