Marketing doesn’t have to shout. Sometimes people and customers just needs a little nudge in the right direction – like offering the right choice at the right time, or removing the tiny bits of friction that slow customers down.

For small businesses, especially in the B2B world, these little tweaks can lead to big wins. In this post I look at a few ways to apply nudge theory to your website and marketing without the hard sell.

1. Help people choose by choosing for them (kind of)

We’re all a bit lazy when it comes to decisions. If something is pre-selected and it looks reasonable, chances are we’ll go with it. This is where defaults do the heavy lifting for you.

If you’re an HR consultancy with three packages – Bronze, Silver and Gold – highlight the Silver one with a subtle “Most popular” tag and pre-select it on the contact form. Most users will go with it because it’s familiar and feels safe. No pressure, just a gentle steer.

2. Get rid of the faff

Too many websites make it weirdly hard to buy from them. Unnecessary form fields, vague menus, slow pages – it’s all sludge. Clear it out. Make things stupidly easy.

A software company in Cardiff had a ‘book a call’ form that asked for the company name, number of staff, and a detailed message. We stripped it back to three fields: name, email and one line about what they needed. Result? Double the enquiries, no one moaned.

Nudge Theory is the idea that subtle, indirect suggestions and design choices can influence people’s behaviour and decision-making without restricting their options.

It was popularised by economist Richard Thaler and legal scholar Cass Sunstein in their 2008 book;
Nudge: Improving Decisions About Health, Wealth, and Happiness.

3. Let others sell for you, quietly

People trust people. Especially people like them. So show your wins without bragging.

If you build websites for manufacturers, try something like: “This month we helped Sheffield Gears upgrade their outdated site – now it’s finally mobile friendly.” That’s a tiny nudge saying: “People trust us. You probably can too.” It’s specific, rather than general.

4. Create a little FOMO – honestly

Scarcity works, but only if it’s real. No dodgy countdown timers or fake stock levels, thanks.

You’re a video production company and you’ve only got a couple of slots left this month. Say so: “Only 2 filming days left in May – book now to secure yours.” That’s it. Honest urgency, no drama.

A nudge in action

5. Make your mid-range offer feel like the smart choice

People love to feel like they’re getting a good deal. If you show a premium offer first, the next one down feels like a savvy decision. That’s anchoring in action.

A health and safety training company offering in-person sessions might list:

  • Platinum: £2,000 for full compliance package (includes audit)
  • Recommended – Gold: £995 for one-day on-site training with materials
  • Essentials: £495 for half-day group session

Gold feels like the sweet spot – not the cheapest, not the priciest, just right.

6. Make repeat business feel effortless

Sometimes your best customer is the one you already have – but they won’t always come back unless you make it ridiculously easy.

A commercial cleaning company could send a short follow-up email after a one-off job that says:

Hi Sam,
Hope the office is still feeling fresh! If you’d like to book in a follow-up deep clean, just click below – we’ve saved your preferences so it takes 10 seconds.

Yes – book us again
Not right now

It’s a small nudge that removes all the admin. No quote forms. No phone calls. Just one click to book again. That’s how you turn one-off clients into regulars.

7. Speak like a human

Microcopy – those little bits of text on buttons and forms – is often overlooked. But it can give your brand real personality and help people feel confident in clicking.

Instead of a bland “Submit”, a kombucha company could use: “Send me the good stuff” or “Get my fizz on”. It’s playful, fits the brand, and removes that weird formality that slows people down.

8. Stay lightly on their radar (not in their face)

Not everyone’s ready to book right now – but if you stay in touch with something useful, you’ll be front of mind when they are.

A wedding venue could run a monthly email called “Planning Notes”, with a seasonal photo, one piece of advice (“Don’t forget to check the sunset time for your photos”), and a link to their availability calendar. It’s gentle, helpful, and keeps them in the loop without pestering.

Small nudges. Big difference.

Most small businesses don’t need a massive overhaul – they just need a few well-placed nudges that remove friction, increase confidence, and make the next step feel easy. If you’d like someone to help you spot the nudges you’re missing, give us a, well… nudge.