Not every board member who visits your site is ready to pick up the phone.
In fact, most aren’t.
They’re curious. Cautious. Exploring their options. Maybe they’re new to the board, or maybe they’ve just started noticing issues with their current management company. But either way, they’re not looking to get on a sales call just yet.
And that’s where most HOA management websites hit a wall.
Most CTAs assume the board is ready to buy.
Think about the common calls to action you see on service websites:
- “Schedule a call”
- “Get a quote”
- “Talk to our team”
These are great for transactional searchers—people who already know what they want and are ready to make a decision. But as you’ve learned earlier in this course, not all board members are at that stage when they arrive at your site.
Many are still in the informational phase—they’re looking to get educated before they even know what questions to ask. They’re trying to understand what a good management company actually does, what services matter most, and how to know they’re making the right call.
So if the only option you give them is to jump straight into a conversation, you’re skipping a key part of the funnel—and potentially losing a great lead.
Micro-courses offer a better middle step.
A short, informative course gives those curious but not-quite-ready visitors something they can say yes to:
- It’s helpful, not pushy.
- It meets their need for answers without asking for a big commitment.
- It helps them feel smarter and more confident.
And here’s the best part: it gets them into your ecosystem.
They’ve signed up. They’ve engaged. You now have an opportunity to follow up with value—not just another pitch. They’re starting to see you as the go-to expert who actually understands what they’re dealing with.
Courses also open the door for stronger paid campaigns.
While blogs can be hard to advertise (and often don’t convert well), micro-courses make for a much more compelling offer.
- You’re not just promoting a service—you’re offering value.
- Your call to action becomes, “Learn what board members need to know before choosing a management partner.”
- And when the right person sees that message at the right time, they’re far more likely to click.
Courses can serve as powerful lead magnets, helping you turn cold traffic into warm prospects—without forcing a hard sell.
So, at this point, you’ve seen how learning content—especially micro-courses—can help you stay visible, establish authority, and even support referrals in ways traditional content can’t.
But what would this actually look like inside your CAM company’s strategy?
That’s exactly what we’ll explore in the next module.