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8 Conclusion-Writing Tips for Creating Trust Building Content

Julia McCoy
Friday, 28th Apr 2023
creating trust building content with CRAFT

If you want to establish a strong connection with your audience, you need trust building content. 

And it’s not just a one-time thing. You have to prove yourself over and over again in a blog post, from the introduction to the conclusion.

You have to appeal to every type of reader who might come across your content: the random scroller/scanner, the one in a hurry, the deep reader, and the loyal follower.

Each one of these people will read your content in a different way, but all of them have the potential to reach your conclusion.

The question is, which ones will you entice to keep reading? Which ones will feel encouraged to click your main CTA at the end of the post?

That’s what we’ll talk about in this blog + video: focusing on the T for Trust-building in our CRAFT framework, I’ll show you how to apply it to your blog conclusion and final call-to-action.

Because with the right application, you CAN get more conversions from your blogs. 💪

We’ll discuss: 

  • How to improve your blog conclusions and CTAs for better engagement — and more conversions.
  • Ways to make your trust building content more approachable for your audience.
  • Tips on crafting effective calls-to-action (CTAs) that end your posts on a high note. 

The goal: produce engaging, trust building content that appeals to your intended readers.

Table of Contents:


Creating Trust Building Content: How to Punch Up Blog Conclusions and CTAs

Truth: If you can’t build trust with your readers, you’ve failed at content marketing.

One way to get closer to building trust is by improving your blog conclusions and calls-to-action (CTAs). 

By using actionable language tips such as adding transition sentences, using “you” language, and embracing informal sentence starters like “and,” you can increase reader engagement.

aio craft

Want to learn every step involved in our C.R.A.F.T. framework? You’re in the right place. To learn more about AIO and C.R.A.F.T, read our individual guides:

Additionally, subscribe to our blog, watch our C.R.A.F.T. and AIO tutorials on our YouTube channel, and read this blog to understand the AIO model.

Use Transition Sentences for Better Flow

To create smooth transitions between paragraphs or sections within a conclusion, use transitional phrases that help guide readers from one idea to another. Some examples include:

  • In addition,
  • Furthermore,
  • Moreover,
  • Last but not least,
  • And,
  • But,

The inclusion of “and” and “but” isn’t a mistake, by the way. Though your English teachers probably lectured you NOT to start sentences with these words, that’s a mistake for your online content.


These are super simple conjunctions that have the power to tie two ideas or thoughts together. Using them strategically will help you create a flow in your content that effortlessly pulls readers down the page.

Overall, transition words can link together consecutive paragraphs that would otherwise read like bullet points in a list. Here’s an example of a conclusion paragraph with no transitions:

conclusion paragraph without transitions

Conclusion paragraph without transitions.

See how paragraphs 2-4 read like a bulleted list? Let’s look at the difference we can make in readability by adding transitions.

conclusion paragraph with transitions

Conclusion paragraph with transitions.

Bottom line: Instead of throwing sentences at your readers like fastballs, consider gently leading them from idea to idea with transitions.

Add More “You” Language for a Personalized Touch

Using “you” language (aka second-person perspective) in your conclusion helps create a more personal connection with readers, making them feel like the content is speaking directly to them. This can be especially effective when paired with actionable advice or suggestions for next steps.

conclusion paragraph with second-person ("you") language


Next, to make content even more approachable for readers, it’s important to identify overly formal phrases in your writing and replace them with simpler alternatives.

Trust Building Content Tips: How to Make Content More Approachable

How approachable is your content?

In other words, does it hold your reader at a distance with overly complex and formal language (something that plagues AI-generated content)? Or does it embrace them with easy-to-read sentences and simple phrasing?

Even if your brand audience is extremely intellectual and understands complex terms, you can still write in an approachable style that won’t put them to sleep. After all, approachable = engaging.

By simplifying complex phrases and embracing an easy-to-read style, you can ensure that your content resonates with potential customers while still conveying valuable information.

Identify + Cut Overly Formal Words & Phrases

The first step towards making your content more approachable is identifying any instances of overly formal language or jargon. These terms can make you sound unnecessarily stuffy. Not to mention, they may confuse or alienate readers who aren’t familiar with your specific industry terminology.

To help you spot these problematic phrases, consider using tools like Hemingway App or Yoast SEO plugin for WordPress, which can analyze your text’s readability and highlight areas for improvement.

  • Look out for long sentences: Sentences containing multiple clauses or ideas can be difficult to follow. Break them down into shorter, more digestible segments.
  • Avoid passive voice: Active voice makes it clear who is performing the action in a sentence, creating a stronger connection between the subject and verb.
  • Cut unnecessary words: Remove filler words such as “very,” “really,” or “quite” that don’t add value to your message.

Replace Complex Terms with Simpler Alternatives

To make your content more accessible without losing its effectiveness, try replacing complex terms with simpler alternatives.

  1. Use everyday language: Choose words and phrases that are commonly used in everyday conversation rather than technical jargon or industry-specific terms.
  2. Provide clear explanations: If you must use complex terminology, provide a brief explanation or definition to help readers understand its meaning and relevance to the topic.
  3. Incorporate examples: Use real-world examples or analogies to illustrate complex concepts, making them more relatable and easier for readers to grasp.

Here’s an example of an overly complex sentence in a conclusion:

And here’s how I simplified the wording.


“By taking advantage of these different types of email messages, you can maximize the effectiveness of your communication efforts with customers.”


“By taking advantage of these different types of email messages emails in your strategy, you can maximize the effectiveness of your communication efforts with how you talk to customers.”

Making content more approachable not only helps improve readability but also increases user engagement and trust in your brand. By following these tips, you can create content that appeals to a broader audience while still delivering valuable information effectively.

Remember, it’s important to prioritize clarity over complexity when crafting your content.

Crafting Effective Calls-to-Action (CTAs)

Creating compelling CTAs is crucial for driving engagement and conversions from prospective customers.

By grabbing readers with direct questions and showcasing the benefits of your offer, you can significantly boost conversion rates on your content marketing blogs. In this section, we’ll explore some strategies to craft effective calls-to-action that build trust with your audience.

Ask Direct Questions Before Presenting a CTA

One way to make your CTAs more impactful is by asking direct questions before presenting them. This creates urgency by prompting readers to consider their needs in relation to the offer. For example:

“Are you struggling to increase your website traffic? Our service can help. Click here to learn more.”

In this example, the question addresses a common pain point many businesses experience while also introducing the solution the company offers.

Highlight the Benefits of Your Offer

To further improve the effectiveness of your CTAs, showcase how users will benefit from choosing your offers. Here are some tips:

  • Showcase tangible results: Use specific numbers or percentages whenever possible – e.g., “Increase website traffic by 50%.”
  • Foster trustworthiness: Include testimonials or case studies as evidence of success – e.g., “See how we helped Company X grow their revenue by 200%.”
  • Create a sense of urgency: Encourage users to act quickly – e.g., “Limited time offer: Get 30% off your first month if you sign up today.”

Remember, the ultimate goal is to make readers feel taken care of and confident when they choose to act on your CTA.

Use Actionable Language for Better Engagement

Actionable language helps motivate readers to take action after reading your blog post. Here are some tips for using actionable language effectively in your CTAs:

  • Use strong verbs: Choose powerful action words like “discover,” “boost,” or “transform” instead of generic phrases like “click here” or “learn more.”
  • Add personalization: Use personalized pronouns such as “you” and “your” to establish a connection with the reader – e.g., “Download Your Free eBook Now.”
  • Avoid passive voice: Write in an active voice so your sentences sound more direct and compelling – e.g., change “Our guide can be downloaded here” to “Download Our Comprehensive Guide Today.”

Ultimately, the little details in your content contribute to whether or not a reader converts. Pay attention to them, because together they’ll add up to exceptional, engaging, conversion-worthy content.

The final edited conclusion with Trust-building applied.

Key Takeaway: 

Crafting effective calls-to-action (CTAs) is crucial for driving engagement and conversions from prospective customers. To create more persuasive and valuable content that drives conversions, it’s essential to ask direct questions before presenting a CTA, highlight the benefits of your offers, and incorporate actionable language for better engagement to build trust with your readers.

Create Trust Building Content with Care

Every piece of your blog post will contribute to whether or not your reader decides to convert. That includes your blog conclusions.

Trust building happens at every level of your content, not just the obvious places like sharing your expertise or providing reliable facts and information.

That means, if you want to build trust with an aim toward getting readers to click your main blog CTAs, you have to make strategic edits to AI content. (It’s not smart enough to write conversion-worthy content and copy on its own!)

Because your blogs CAN bring conversions — it all starts with your human touch. 🌟

Free Resources to Train Your Writers into AIO

I’ve been personally training agency owners and teams and helping them convert to the AIO way. Want these? You’re in luck – we’re giving them away.

Free Guide

We put together a full guide for AIO’s – an AIO writer’s worksprint, a job template to hire and find yours, links to our best tutorials and training, and more.

Want this awesome resource? It’s called the AIO Writer’s Worksprint. Download now for free.

Free Step-by-Step AIO Training Course

Additionally, after months of putting AIO and C.R.A.F.T. into action (over 40M words are produced each month by our users at Content at Scale, and our Done-for-You client side is another 500,000 words/month! Talk about AIO at scale 🤯 ) – we put together a step-by-step AIO C.R.A.F.T. tutorial.

Ideal for you, your writers, and any content creator ready to adapt to the CRAFT methodology and the AIO way.


New to the idea of AIO and CRAFT? Read this to understand the innovation behind AIO. 

Want a written guide that has all the CRAFT steps from the YouTube video? Your wish is our content command. Step-by-step AIO writing tutorial, blog version. 

Written by Julia McCoy

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