From your website to your newsletters and marketing emails to your blog posts, your calls-to-action are essential.

After all, there's no sense in putting your time and money into marketing if it doesn't help bring in new members.

But this is a double-edged sword.

Why?

Because if you're asking too much, your CTAs won't inspire action. They'll just be too big of a leap for people to take.

Think about it this way...

If you were an eCommerce company selling hats for $40 a pop, it's reasonable to assume that your customer might make a purchase directly through your website, blog, or email marketing, even if it takes a number of exposures.

They're relatively low-cost and could be a one-time purchase.

This presents a pretty low barrier.

But as a coworking space operator, you're not selling a low-priced, one-off item.

On the contrary, you're selling a monthly membership at a price-point that people probably need to consider.

And, more importantly, you're selling them a place where they're going to spend a lot of their time.

So, while there are a few exceptions (like one-off meeting room bookings), asking them to sign up for a membership via your website, blog content, or email marketing is probably unrealistic.

You need to make the jump from interest to action more manageable in their minds.

In most instances, your goal should simply be to get people into your space.

Use your content to build your brand over time. Put your space in front of people in an organic, value-driven way. Convince them that your space is the ideal solution for them.

And present them with a call to action to book a tour or get in touch for a free day pass when they decide the time is right.

Put your focus on getting them in your front doors.

Then, let your team, your space, your community, and the experience of being there get them to the finish line.