You’ve written an awe-inspiring article about a professional athlete who is back in the game after undergoing a surgery at your medical center. But what’s the next (and arguably most important) step, after the reader has finished taking in the last few words of the article? The call to action.

What do you want your readers to do after they experience this success story? Obviously you want them to find value in the article and consider your medical center for their healthcare needs. How can you facilitate this, when your audience is broad and their needs vary greatly?

To be more effective in reaching your audience and empowering them to act, you shouldn’t use a cookie-cutter approach to your calls to action. You want your readers to do something? Give them options as to how they can do it—because one size does not fit all.

For example, in the case mentioned above, you should provide a phone number for those who might want to schedule an appointment or consultation with a provider; a website URL for those who are curious about learning more but don’t know enough to feel comfortable making a call; and a resource to encourage general health and wellness for those who can reduce their risk for needing this kind of service.

By giving your readers some flexibility, you allow them to choose the action that’s most appropriate—and most valuable—to them, which can help you drive engagement.