Before you hit ‘publish,’ check your blog post has this ONE thing!
When you’re blogging for business, you need to have a clear understanding of how to structure a blog post, how to inject your unique voice into your writing and provide valuable information to your readers.
But there’s something else equally- if not more important (especially if your aim is to grow your business)- and it’s the call to action. This is the text at the end of your blog post that inspires your target audience to take a desired action.
What is a call to action?
It’s what you want your reader to do next. They’ve read your blog post, now what? Without a call to action, they may think “that was an interesting read” and then close down your website and move on with their day. If this happens you’ve missed an opportunity. The opportunity for your reader to become a client or a buyer.
A call to action is typically a sentence or paragraph at the end of your blog post which leads your client on to the next step.
A call to action is how you convert your blog audience to buyer/ client/ customer. The outcome really depends on what your current business goals and content strategy looks like. I know marketing doesn’t always come naturally to therapists and health professionals but if you’re in private practice or you have a solo business, then it’s essential.
Ensure your call to action aligns with your blog post
First, you need to be clear on the purpose of your blog post. Does it serve a clear purpose that links back to your business goals? If your business goal is to increase client referrals into your practice, then the content strategy goal would be to educate your ideal client about the types of services you provide and how this solves their problems.
Your call to action has to relate to the blog post. Writing a blog post about anxiety and then saying in your call to action “hey come and join me in my upcoming workshop on ADHD” is just not going to work. And if your goal is to get people to come to your workshop on ADHD then your content strategy should be aligned with that.
Think about what you want people to do after they’ve read your blog post. What services do you provide? Let your reader know what the next step is for them and how you can help them with the challenges they’ve just read about in your blog post.
We can be compassionate, caring and generous therapists but we also have to run a business. Without an income we can’t help all of the people we want to help.
If you don’t have a clear focus then you need to take a step back and create a content strategy.
What is the next step for your reader?
This may depend on how motivated your ideal client is. Do they still need more information to really take their problem seriously? Or are they likely to be further along on their journey to change and keen to take immediate action?
For the more hesitant audience you may want to more formally welcome them into your audience so they can learn more about their challenges and the help available. This may be asking them to join your email list or downloading a free eBook. For the audience who is actively seeking more information you may offer a free 15 minute consultation about your services to see if you’re both a good fit, or to book into your course, or book a therapy appointment.
Examples of a call to action offer for therapists and health professionals:
Lead magnet (free eBook)
Email list
Discovery call
Book into course
Book into workshop
Book 1:1 coaching
Book 1:1 therapy
Group therapy
Supervision etc
Tip: Write a list of all the services and offers you have, both paid and free options. Choose one list-building offer (e.g. join the mailing list or download your lead magnet) and a paid service (e.g. book into group therapy) and focus your content around these two call to actions for 6-12 weeks. You’ll see more traction with your blog posts when your reader has clear instructions about what to do next and how they can work with you.
Have an active call to action
Don’t simply say ‘reach out.’ Give them instructions. Here’s a link to the contact page, my briefing form or how to subscribe to my email list. Make it easy for them.
How do you introduce a call to action?
Create a natural segue. If you’ve just written an article on depression, connect with the audience about how hard it is to work through depression alone. Encourage them to book an appointment, or speak to their GP, or download your eBook or enrol in your therapy group. This is the first step in the selling process, showing people what you can do for them. I know it feels a little icky. But if someone has taken the time to read your post, then they may want to know what happens next. How do they work with you? How can you help them?
Have a clear call to action and this is how you can help more people.
It shouldn’t feel stilted or be totally unrelated to the topic you’ve written about. Just a sentence or two to link what you’ve been saying to what the person can do next.
A plan for action
A successful blog post will have a clear content strategy behind it that leads to a natural call to action. One, that shows your audience how you can help them further.
If you need help with a clear content strategy and call to action, I have a range of coaching packages to help you gain clarity and get clear on your messaging. I’ll work at your pace and help you connect with readers through content and grow your business. Pay by the month coaching sessions are now available.