Lessons from XOXO 2019, or, Log Off and Start Bustin’

Go outside. Let things surprise you. Throw your phone out the window, but not really. Go to therapy, be kind, go out on a limb but stay safe. Protect your inner self. Share your work, which is separate from your inner self, even though it might mirror bits and pieces of it. Shear off performative authenticity. (Delete Instagram, then, I guess.) Watch out for spiders in the Swedish Fish. Let your six-year-old have another Swedish Fish. Give a crow a peanut if you’re willing to make a long term commitment to the relationship. Bring doughnuts, make human friends. Be careful with the chocolate squirter. We’re all in this together, for better or worse. Organize, listen, organize.

Spend more time on the water. Spend less money, work less, become a human who is outside with the crows and water. Tell late stage capitalism to take a hike, because that’s what you’re doing. 

It might rain.

Don’t pull all-nighters unless the messenger is coming in the morning.

Do what feels good.

Cold Email vs. Spam: The Salt Test

Make sure your cold emails don’t have any lingering briny aftertaste.

Do you get a lot of cold emails and spam emails offering services? I sure do!

Do you send cold emails offering services to others? I have!

(I haven’t been lately, but I probably will be in the future. Hello everyone. I’m barely available in March-April 2019, but hit me up for copywriting and editing services after that.)

Unfortunately, when they hit my inbox, sometimes it’s hard to know the difference.

If you send cold emails, how do you make sure your message is seen as legitimate?

To be honest, I’ve gotten cold emails that were so vague that I had to spend ten minutes googling the writer to make sure they were real people. 

Let’s use this recent email I got to illustrate better ways to make your case to someone you’ve never met.

(BTW, I’m not here to make fun of anyone’s grammatical or semantic errors — no one’s perfect, and not everyone grew up speaking English. That being said, it comes across as more professional if your emails are free of mistakes and unnecessary jargon.)


Not addressing me by name? That’s spammy. Even bots can figure out my name from my website. It’s not a good sign if you leave it off.

I am David        Marketing Executive (iPhone & Android Apps)

This could very well go in your signature. And why the bold? It’s like using jazz hands as you introduce yourself, which could be fun in real life but only in very limited circumstances.

I don’t need to know your title right away, either. Why is it pertinent that you’re a marketer? It kind of makes me want to run away, to be honest. And I do marketing.

This is a place to tell me why you’re emailing me or why I should care, and I haven’t gotten that yet.

We are a Mobile Application Development company specializing in development of iPhone and Android applications. We have more than 1 years of experience in developing custom mobile applications. Each application is reviewed and designed especially for each customer to fit the specific requirements and objectives.

Well, David, Marketing Executive of unnamed company, I’d hope that each application gets reviewed and designed.

I still have absolutely no idea why a copywriter would need a mobile app, but maybe we’ll find out.

(If you have just a year of experience, you can just leave that off. When you’re just starting out, focus on quality, not quantity.)

We help your business combine two modern business directions: wireless devices with web-based applications. High quality and customer-oriented approach are guaranteed.

I’m pretty sure that wireless devices and web-based applications are pretty well combined as is? I’m not sure what an app would do for my business, because you don’t have any idea, either.

Am I the customer in this customer-oriented approach, or is my customer?

Why iPhone Apps?

  •         Instant gratification

  •         Ease of use as it can be accessed anywhere

  •         Attracting new customers

  •         Increasing Revenue

This sounds good if you don’t take any time to think about it. Hmm, yes, all good things! Half of them are for the customer, and half of the benefits are for me, which is a little confusing. 

I like the pink, though I wouldn’t recommend it to others.

For business, finding the right iPhone apps developer could be a key factor to adapting their product to the marketplace and for the right audience.

Hold up. What’s my product? I sell a service. It’s adapted to the marketplace just fine, thanks.

Give us an opportunity to serve you. I assure you would like our solution and services

Direct or bossy? Depends on one’s mood.

It looks like you’re saying my problem is that I need to attract more clients and generate more revenue — which, hey, fair enough, most people are looking for that — but what’s the proposed solution? “Apps are good” is not enough of a hook to get me interested.



Marketing Executive (iPhone & Android Apps)

Country: India

David, I already know your name and title. It’s fine with me if your company is based in India, but there’s no need to say so in your introductory email.

What would be good: the heck what your company is. Any additional information, like a website. What I’m supposed to do next, other than give you my business. 

Okay, yes, that was clearly a spam email. But what can we learn from it?

Who you are is not as important as what you do.

I’m Kelley, and I want potential clients to get to know me. What they need to know first, though, is that I’m a copywriter who creates clarity and impact. I help you get through to your perfect client.


Direct the email to a particular person if you can. Better, personalize the pitch. Show that you understand their needs before jumping into how you can serve them.

Create trust.

What’s your website? LinkedIn? Portfolio? Any way to follow up other than a sketchy email address? (I know *you* are not sketchy. Just saying.)

Provide a strong call to action.

“Give us an opportunity to serve you” ain’t it. Depending on your goal, you’ll ask someone to schedule a free call, answer a question, buy your stuff, come to your event, etc.

Questions? Cold email me! hello@kelleygardiner.com

Also let me know if you want more posts like this, because they’re fun for me.

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How Do I Find a Copywriter?

Because drawing straws is not environmentally friendly.

Notebook writing

How do I find the right writer to work with my business? I’ve worked with freelancers before, and it’s been hit-or-miss. It’s such hard work to find the right fit, that it seems easier to sit on this project (which, to be honest, has been on the to-do list for waaaay too long anyway). How can I make this happen so it’s worth the time and effort?

Professionals Get the Job Done

There’s a lot of apprehension when it comes to hiring freelancers. We work on our own terms! We call our own shots! We’re our own bosses, and no one can tell us what to do! That can be a bit difficult for business owners who’re used to having control.

Having control over the big picture is why a lot of us got into business in the first place.

But when we need to fill holes in our expertise, or when we don’t have the time, training, or inclination to complete a particular task, it’s time to hire out.

I don’t take my own headshots or do my taxes, and you don’t have to do your own writing.

How do you find a copywriter? 

The ABBA Method

Ask for Referrals. Get a few names of people your friends like and trust.
Budget. How much do you have to spend? It can be flexible and you can be vague about it, but “$200-300” is going to be a different project than “$2000-3000.”
Brand. Think about what you want your brand voice to be. What kind of client are you appealing to?
Affinity. Read some writing from the writers you’ve been referred to. Do you feel drawn to any of them? That’s your best place to start.

Now, let’s talk details.

How to Find a Copywriter

When you hire a plumber, there are Yelp reviews. You can call and ask when they’re available, and what the job might cost. With a copywriter, you might have to do a little more legwork, but you’ll get an awesome result when you use the Dancing Queen method (AKA the Take a Chance on Me Technique, Waterloo Way, etc.).

Ask for referrals

Designers, marketers, coaches agencies, and any of your particularly well-connected business pals should know some writers. Ask around, and try to get 3-4 recommendations — more if your project timelines or budgets are tight.


How much does it cost?

How much ya got?

Kidding, kidding. 

Kind of.

Like any other professional service, it varies, and most writers get scared when you lead with “what’s it going to cost?” First, we don’t know, because we don’t have an idea of the scale of your project. Secondly, it makes us think that maybe you’re looking for a bargain. Red flag.

If your budget is $500, you won’t be able to get a website written from scratch from a professional copywriter. That’s just too much work and time. If you want a professional result, you need to budget for a professional rate.

My rates, for example, start at $150/page for simple rewrites. New copy starts at $250/page.

Projects can be done in stages, but in most cases, you’ll want to redo your entire website at one time. Strategy is hard to implement piecemeal.


You’re gathering information from your network and taking a close look at your annual budget. Now it’s time to take a close look at your current communications, and how you’d like them to change.

What kind of writing are you looking for? Is your brand voice quirky, calming, or conversational?

Before you start talking to people about how to reach your goals, know what you want your result to look like.


Writing is not an exact science, and it’s not one-size-fits-all. You might not like my writing, and that’s okay! (If not, it’s kind of weird that you’re reading my blog anyway, but you’re very welcome.) But when you read something in a style that resonates, you’ll know. You’ll just like it more.

A copywriter’s website will probably give you enough information to go on by itself — they must’ve written it themselves, after all.

Some writers will click, and some won’t. Pay attention to that first feeling. Writers can write in different styles, some more than others. They’ll want to meet you in the middle to create “your” voice in their words. Make sure your middle ground isn’t a long journey.

What’s next?

Find one or two people whose style you like? Get in touch! See if your budget and timeline will work for them. Get a feel for how they work and communicate.

Okay, you found a couple of people you might be interested in. Cool! Contact them! It might be an email or a phone call where you can feel each other out and get an idea if it makes sense to move forward with a longer introductory meeting.

When you like their writing style, the budget and timeline work for you, they’re enthusiastic about the work you need done, they seem like good people, congratulations. You found a copywriter. Hold on to them!

What issues have you had with hiring communications professionals?

Let us know in the comments, or email me questions at hello@kelleygardiner.com.

I’m always happy to make referrals to other copywriters who fit your project needs and style.

Like this information? I have so much more for my email buddies every month. Get on the list.

Who Do I Hire — Writer, Editor, or Proofreader?

About six years ago, I needed someone to proof my book before self-publishing.

“I need an editor,” I said, probably on Facebook.

“A developmental editor or a copy editor?”


I started googling.

For a profession that’s meant to clarify language, the title “editor” can be pretty unclear. It can mean different things in different situations — and when you need one, it pays to know exactly who it is you need to hire.

Cat sitting on homework
That’s not helping. Photo via Doug McCaughan on flickr

Shaping the Message

At a newspaper, it’s an editor. They assign story ideas, shape stories in progress, and cut what’s not working.

In small business, this is usually a content strategist. They’ll help you decide what kind of content you need, and can often coordinate creating it.

Shaping the Language

You have some content, but it’s rough around the edges. Your message not be clear, or it’s not creating the right impact as written.

At a newspaper, an associate editor might help shape stories after the writer has turned them in, making notes and asking for rewrites. They might rewrite sections themselves and write the headlines.

In business, a copywriter or editor will help you tighten up your content and make sure it appeals to your target market. They might include proofreading as well, depending on the project.

(Hey, this is a service I provide! If you need ongoing help with editing blogs and newsletters, let’s talk. I have room to take one or two new ongoing clients.)

Polishing the Finished Product

Once you’re sure your content is the right message, written in an effective way, it’s best to make sure all your grammar and usage is on point.

At a newspaper, this job is done by a copy editor or proofreader.

In business, this is done by a proofreader (though, as above, it might be included in a copy editing package). I don’t take projects that only include proofreading, but I have some wonderful proofers I work with who I’d be glad to refer you to.

Make sense? Feel free to check in with me if you have questions about any of this stuff. Don’t even feel bad if you end up hiring someone else — I’m glad to help you find someone who’s the perfect fit.

Did you find this information helpful? Awesome! It originally appeared in my newsletter. Get more super helpful tips and help for your small business (with bonus cute animal photos) delivered to your inbox once a month. No spam, just the good stuff.

6 Reasons to Pay for Professional Website Copy

Anyone can write.

…well, pretty much anyone.

Most people, given the time and access to a laptop, could write their own website copy, it’s true.

It would be fine.

You learned to read and write at school. It’s not like flying your own plane; you don’t need advanced training in order to make words appear on the page.

(Many of you would rather fly a plane into an active volcano rather than spend an hour writing, but that’s beside the point.)

Why should you hire a professional writer to do something that you could technically do yourself?

Why it pays to pay for professional copywriting

To Get it Done

You’ve been saying that you’re going to redo your website copy… for how long now?

Even if you had the know-how and the inclination, does it make sense to spend your work time doing it? Or does it make sense to delegate it to a professional?

If you’re spending more than an hour a week keeping your books, you should probably hire an accountant. If you’ve put off an important writing project for more than a month, you should probably hire a writer.

To Get a New Perspective

Many people do a proficient job with their website copy, but there’s something missing.

Something super important.

Most of us have our blind spots, and they pop up most often when we look at ourselves.

It’s extremely obvious to you what you do, but is it obvious to everyone who reads your website?

A few times a month I’ll click to someone’s business site and wonder, “What the heck does this person even sell?”

When I worked in coffee shops in college, people would ask every day where the lids were. Over time, it because astounding, especially when the customer couldn’t figure it out from a simple direction like “over by the door.” It was information that was painfully obvious to me, someone who refilled the lids 20 times every week. It was not clear to someone who was taking in large amounts of new information about the coffee shop—where to order, what to order, where to pick up their drink, who was this stunning young woman behind the counter and why was she so intriguing, etc.

Hiring a writer puts a fresh set of eyes on you and your work.

To Let Someone Else Do the Bragging For You

Sometimes, we’ll forget how important it is to talk about how awesome we are.

I find this a lot with women entrepreneurs, to be honest.

Sometimes, when a client sends me a testimonial for their work, I’m blown away. They’re getting fantastic results, their clients love them for it, yet none of that is reflected in their website copy.

I met with an acupuncturist last year who told me an amazing success story for her client. When she was done, I looked at her and said, “That is an amazing. Why is NONE of it on your website?”

A professional writer doesn’t hype you up. They reflect your light.

To Feed Sales with Confidence

You want your website to be a killer marketing piece.

Is it?

I talk to a lot of business owners who aren’t excited to direct leads to their website, because it’s out of date or was never up to their standards.

Sound familiar?

What would it feel like to know that your website would work for you instead of against you?

To Get a Professional Result

Now, not to brag, but I read a lot. I read about writing. I read about copywriting.

And SEO.

And marketing.

I use all of that information, along with my experience in freelance writing, copywriting, and editing, to bring you a professional result.

That’s my job!

You’re the expert in your business, but copywriters are the experts in writing copy. Hiring a professional means you’ll get a strong scaffold of strategy to hang their beautiful words on. And strategy is all about creating a path that leads to sales.

Speaking of which…

To Support the Bottom Line

Look, we’re all in business to make money, right? I know it’s hard to say goodbye to cash dollars to get professional writing done, but good writing will support your goals. Do you want more traffic? More qualified leads?

What do you need that’ll increase the bottom line at the end of the month?

We’re talking about an investment in your business. You pay for plenty of intangibles that help your business: conferences, networking, training, sponsorships.

Put professional copywriting on your list.

What’s keeping you from paying for professional website copy? I want to hear from you!



Dog with sunglasses, link to email newsletter

My Core Values

Does your business have core values?

I took a little time recently to think about mine. I’ve always known that certain things are important to me—like supporting nonprofits and creating an awesome product that makes my clients hear trumpets when they read it—but I’ve never written them down.

I guess I was busy writing other stuff.

Now, I have a draft of my core values that I’m feeling pretty good about, and I’d like to share it with you.

I wrote these as “we,” even though my business is me, my laptop, and an occasional outside proofreader. But, hey, it’s good to leave room for growth. And I want my occasional proofreaders to understand where I’m coming from.

Kelley Gardiner Content and Copy
[Draft?] Core Values

Habitual Joy
We seek out fun and cool projects. Life is short, and we do awesome work with people we want to hang out with.

Here to Help
We support small businesses, social justice causes, and nonprofits with our time, money, and talent. We work with people who do the same. We’re here to help our clients and their clients. We aim to make the world a better place for all kinds of people.

Learn, Mess Up, Learn More, Be Awesome, Repeat
We’re always learning something new, and stretching our limits. We’re brainstorming and then pulling back. Good isn’t good enough, but perfect is a myth.

Edited out: We’ll never rest on our laurels, even if we do take some naps here and there.

Does that sound like a business you’d like to work with?

Tell me: What’s important to you in your business? Leave a comment below, or email hello@kelleygardiner.com



Newsletters: Let’s Make It Official

Email newsletters.

You all say you’re going to write them.

After all, email marketing is one of the most cost-effective tools out there for small businesses on a budget.

It doesn’t take much to start one up, but keeping it going… well, that’s where the issues start to pop up.

Nodding your head or tugging your collar? You’re not alone. Not by a long shot.

Email newsletters are extremely easy to put off. It’s hard to take time every week/month/quarter to figure out your overall messaging, let alone to write a newsletter that supports the rest of your marketing efforts.

“Writing? Yeah, yuck.”

I know how y’all roll.

That’s why I’m making my email newsletter writing service a formal offering. I’ve fallen into writing them for a couple of clients recently, and that makes me think there’s a need out there.

Questions and answers

Hold up. How much will this cost?
It depends on what you need! Do you need everything built from the ground up? Or do you have an outline that just needs to be filled out?

If you want a professional result, you’ll need to pay a professional price. How much does it cost you when you spend hours on yours? What does it cost to neglect your list?

We’ll make sure you get value for the service, or we won’t do it.

How do I start?
I’m only taking a few clients now, so email hello@kelleygardiner.com to let me know you’re interested. We’ll chat a bit, and if it sounds like a good fit, we’ll go through an intake process and get a contract in place.

Emailing me is always free, so don’t be scared about that part. I’M NICE.

What if I need help with, like, the whole thing. A lot of help.
Email me. If you need technical assistance that’s outside my area of expertise, I can refer you to an expert. I know people.


Yay! Let’s get started today. We’ll get more leads, and guide more warm leads to a sale.





(Limited) Discounts for Cool People Low on Cash

Since I work for myself, I talk a lot about what I do.

Since I do my own marketing, I think a lot about who I should be talking to. And who I want to work with.

When I boil it down? I want to work with cool people who’re doing cool stuff.

And as a matter of course, I seek out businesses who have a budget for website copy.

Leggings and coffee don’t pay for themselves.


Sometimes people who’re low on cash are doing cool stuff, too.

When you’re starting off in business, or when you’re in the weeds two years later, you might not have hundreds or thousands of dollars to totally overhaul your website.

And I want to help you, too.

Right now, I’m offering one strategy session slot a month for $20. They’re usually $150.

This is available to fun people who do cool stuff, but aren’t able to get the cash to  pay professional rates yet.

That doesn’t cover my expenses. It covers my need to include more people in the conversation.

I reserve the right to close this at any time, and to pick and choose who I work with. It might get booked out in advance.

We all got help along the way. I can help, too.

Email hello@kelleygardiner.com, and we’ll talk about availability.

Feel free to pass this along. Thanks pals!

Wax On, Wax Off: 8 Final Steps for Polished Website Copy

We’ve worked all the way through research and writing parts of the Website Copy That Converts checklist.

Now we edit and polish.

Today, we’ll talk about a few last steps to make sure your copy is as polished as that agate that’s been through grandma’s tumbler.

Hold on. What are those research and writing phases, Kelley? You wrote about them? Can you just, like, list all those other steps in a convenient list of links that I can peruse?

Sure! Thanks for asking.

Target Pain Points to Make the Sale
Keywords 101
Hey! Grab Attention with Headlines
Create Your Customer Avatar
Lead with Benefits
Wonderful USP: Unique Selling Proposition
Hey “You”—Focus on Customer Needs and Wants
A Clear and Easy Call to Action

Whew! I guess I’ve been busy.

(By the way, you can still grab that checklist by signing up for my email newsletter, you know? Better do it now. I’m working on something new for you.)

Here we go with fine-tuning and editing your website copy.

1) Length: 200-500 words work for most pages

SCIENCE* SAYS 200-500 words is the sweet spot for most pages. That being said, it’s more about quantity than quality, but watch out for going on too long. Cut and tighten where you can.

See a big block of text more than a few lines long? Break it up.

*A few websites that I checked seemed to agree on that.

2) Voice: Does it match your brand? Appeal one-on-one to the ideal client?

When you read back through your website copy, does it feel like you? Does it feel like your brand? Is it speaking directly to one ideal client, or trying a scattershot approach?

You can’t please anyone. Not with a chocolate cake, and not with website copy. If you’re selling chocolate cake, write to the people who really want your chocolate cake in their lives (like me). Don’t try to convince the people who really prefer lemon.

3) Scannable: Good use of headings? Does it need bullet points?

We’ve talked about this: people don’t read.

Your home page is like a resume. What do you want people to take from it if they only spend ten seconds to see if it’s interesting?

Make sure your copy and design work together to make things scannable.

4) Jargon: Edit out industry language your client may not understand.

Know your audience. Does your client know industry terms, and expect you to use them? Do they need a little education before they buy? Or can you just toss the jargon completely?

Using terms your client doesn’t understand is a big-league turnoff.

5) Appearance: Check on laptop, mobile, different browsers.

Your beautiful tagline might get cut off on some screens. When you know that, you can make a decision about whether it’s better to change the tagline, or to deal with it as it is.

Try a simulator to get an idea of how your site looks on different size monitors, tablets, and mobile devices.

6) Consistent message: Read for discrepancies.

This one can be a bit tricky, especially if it takes you weeks, months, or years (I see you out there) to update your website copy.

Is every page a part of the same story? Do you have a tagline or call to action that’s worded a little bit differently on another page? Is there a consistent message throughout?

7) Consistent formatting: Keep a special eye on headings.

Okay, this is a fiddly one, but make sure each page of your website looks like it belongs with the others. We won’t get too deep into design stuff, but keep those headings, fonts, etc., consistent.

8) Proofread: Make sure someone else proofreads your work. Always proofread last.

Yes, even if you are a professional proofreader, because proofreading yourself is extremely hard! Trust me. I am one.

Try not to fuss around with your copy AFTER the proofreading takes place, because that’s where mistakes happen most. That one last-minute tweak always gets me in trouble.

Did I tell you about that time my friend Abbi told me I had a typo in a proofreading offer in my newsletter? Murphy’s Law totally applies.

P.S.—On longform sales pages, add a P.S.

This one is mainly for fun, but… if you’re selling a high-ticket item, you’ll usually have a long sales page (more than 500 words for sure), and there’s usually a P.S. at the end.

People people read them.

WHEW. We have come to the end of the 18 Must-Haves for Website Copy That Converts checklist! Download it if you haven’t already.

Was that a bit much? You know, you can just hire someone to do all this stuff for you.

Like me. Hire me. I write and edit websites for cool people who do cool stuff.

Let’s chat. hello@kelleygardiner.com

Dog with sunglasses, link to email newsletter

A Clear and Easy Call to Action

The world is full of yelling to try to get your attention.

Buy now!
Sign up today!
Call us!

What’s your call to action?

Call to action: Make it clear and easy to do. On every page.

Sure, you could wait for your customer to do what you want them to do. But wouldn’t it be a little faster and more effective to—you know—ask them?

What do you want your prospects to DO when they end up on your website?

Make sure you have a clear call to action on every page of your website.

What is a call to action, anyway?

You have to ask your prospect to take the next step.

It doesn’t have to be BUY NOW on every page. Far from it. But, every interaction should be a positive experience that could potentially lead to a sale down the road, right?

A call to action might be:

  • Call now
  • Sign up for my email newsletter
  • Donate
  • Leave a comment
  • Learn more
  • Book
  • Buy!

Customer Journey

You’ll need to figure out your customer journey before you can really dial in the call to action.

“Oh no Kelley, that sounds like marketing gibberish to me. Do I have to pay someone $5000 to figure out what my customers do?”

Nah, far from it. Unless you want to, or if you’re a huge corporation with super complex processes like T-Mobile. (If you are, what the heck are you doing here? I like the idea of a T-Mobile exec sitting in their office reading my blog before a meeting on the 17th floor.)

Anyway, you should have an idea of who your customer is, and what they do before the step where they give you money.

  • How long have they known about you?
  • Do they tend to do a lot of research before they buy?
  • Do they subscribe to your newsletter or follow you on social media?

What should my call to action be?

It depends, of course.

  1. What kind of service or product are you selling?
  2. What page are they on?

Let’s start with home pages, because they’re the ones that often get short shrift when it comes to a call of action.

What? For a B2B (business to business) service company with a higher ticket price, your call to action on the home page will often be “learn more,” with links to a more information, like a portfolio or pricing.

Why? Because your buyer is a mid-level professional who needs to research several options. They may need to justify or explain their choice to others. They need more information about your work before they proceed with contacting you.

What? For a small online retail business, you might put your product on the home page, and let the sales be your call to action.

Why? Because getting your customers to your sales page is the hard part, and that’s already done. They’re already interested. You can put beautiful photos of your product to entice even more, and a link to your online store. Your front page can even be your online store. Make it easy!

Furthermore… For a restaurant it might be “reserve your table.” For brick-and-mortar retail, you might want to tell your new internet friends to sign up for your email newsletter for 10% off their first purchase. And on and on.

What would you like leads to do after they land on your home page?

So it can be different on different pages?

It probably should be!

After all, if someone is on your sales page, you want them to buy something.

If you’ve gotten someone to your landing page for your email newsletter signup, you sure as heck want to convert that.

If someone is on your contact page, you want them to contact you, right? Or do you want them to go straight to booking an appointment? Or read your FAQ before sending you one more lousy email?

For me, I’ll put an email newsletter signup on this blog post, because that seems to me like the best time to ask you. You’re here, you got all the way to the end of the blog post, and you’re still not tired of me, so why not take that time to beg for your email address? KINDA KIDDING! (BTW, I send a helpful email once a month, so go ahead and sign up for it. There are always cute animal photos, and I don’t give your address to anyone else, so you really can’t lose.)

Design helps


I’m not an expert when it comes to design, okay? I mean… look around.

But from what I’ve read, design makes a huge difference when it comes to your call to action.

If you’re starting off DIY, with no budget for web design, I hear you. Your first step is making your call to action very clear.

Make it easy to find. And make it easy for me, as a reader, to understand what I’m supposed to do.

Watch out for clickable buttons that don’t look like buttons, and links that don’t look like links.

Ask a friend to look at your page and tell you what they’re supposed to do at the end. It’s super important to get feedback from someone who hasn’t been staring at your website for six weeks.

On a separate note, don’t get so wrapped up in beautiful design that the call to action gets totally lost.

Any questions about your call to action? Drop a line at hello@kelleygardiner.com, or let’s hash it out in the comments!

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