Your blog post is doing all the work. Then you wave goodbye at the door.
If you’re writing blog posts, hitting publish, and wondering why nobody’s getting in touch – I’d put money on the fact you’re not telling them what to do next.
I see this constantly. Someone has written something genuinely useful, the traffic’s there, the time has been put in – and then the post just… ends. Maybe with a vague “thanks for reading” energy. Sometimes with nothing at all.
This isn’t a small problem. Research suggests that only around 30% of people read all the way to the end of a blog post. Which means if your only call to action is tucked in the final paragraph, 70% of your readers never see it.
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Why calls to action feel awkward (and why that’s not a good excuse)
Most people don’t leave them out on purpose. They just feel a bit odd about asking. Writing “here’s how to get in touch” at the end of a blog about quarterly VAT returns or recruitment process tips feels weirdly salesy when you’ve just been trying to be helpful.
But there’s a difference between being pushy and being useful. If someone has just read your post and thought “yes, this person gets it” – leaving them with nowhere to go is doing them a disservice.
A call to action doesn’t have to be a big aggressive button. It can be a line of text. It can be a question. It can be as simple as “if this is a problem you’re dealing with, I can help – here’s how to get in touch.”
What a call to action actually is
It’s just telling someone what to do next. That’s it.
What do you want someone to do after they’ve read your post? Book a call? Download something? Sign up to your newsletter? Read a related post that might help them further? Subscribe so they don’t miss the next one?
Pick one. Maybe two if they serve different purposes. Then say it clearly, in plain English, without making it sound like a QVC pitch.
The mistake most people make is assuming readers will scroll around the page, find the contact link in the nav, remember why they came, and eventually figure it out themselves. Some readers do manage this. Most get distracted – there are seventeen other tabs open and a Teams notification that just pinged – and the moment’s gone.
Where to put your CTA
This is the bit people miss. Most blogs have calls to action in the footer, in the sidebar, at the top of the page. All of which are great – but when someone’s finished reading, they’re at the bottom of the post. That’s where they need to see something.
Put your main CTA in the first third of the post. Then again somewhere around the middle, worked naturally into the flow of the text. And yes, at the end too if you want. Not the same one every time – vary it based on what you’re asking and who’s likely to be reading that particular piece.
When I started doing this properly, it made a noticeable difference to how many people actually took action after reading.
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Different CTAs for different posts
Not every post needs the same call to action. A post about a problem your clients commonly face should probably point people towards working with you. A technical explainer might be better suited to pointing people at a related resource. A post that covers something your course addresses should send people towards the course.
Think about who’s reading that specific post, where they are in their decision-making, and what the most useful next step is for them. Then say that.
A post aimed at people who are at the very beginning of figuring something out might point towards your newsletter or a free resource. A post aimed at people who are clearly already considering hiring help should point towards a conversation.
Go and look at your last five posts
Right now. What does someone see at the end of each one?
If the answer is “not much” – that’s fixable today. You don’t need to rewrite the posts. Just add a line or two at the end and move your main CTA higher up.
If you’d like some help figuring out what your blog should actually be doing for your business, or why people are reading but not getting in touch, that’s exactly what I look at in a 1:1 call – you can book one here.
