People like being told they are part of a group provided it’s a group they approve of such as ‘you’re a responsible citizen’, ‘you’re a woman of the world’ or ‘you’re a good parent’.

People tend to take action in order to reinforce the idea that they belong to a group. So tell your website visitors ‘we know you are successful in business, and we want to make you even more successful’.

Research shows people are 15% more likely to take action if they recognised as being part of a respected group.