Your website sparkles. The copy is crisp and optimized for search and the graphics are compelling. It’s also easy for visitors to navigate through the site to get information. You’re getting lots of traffic, but visitors aren’t taking the next step and responding to your calls to action.
The response to your email marketing is similar. You’ve crafted an attention-getting headline, the copy is concise and easy to read, and you’ve spelled out all the benefits of your product or service. You’ve even updated your database so you know you have the right targets. Still call-to-action click-through results are disappointing.
Maybe your call to action isn’t clear or it’s just not sending a message that inspires your audience to click through. Your call to action should motivate your audience to act – immediately. An effective call to action can help to generate the results you want.
Here are some things to keep in mind when creating your call to action:
Language and tone: Strong command verbs encourage action and clearly tell your audience what to do and what they will get by clicking. Examples include:
- Download now
- Subscribe today
- Buy now
- Start your trial now
Spell out the benefit: identify what you can do to help your audience fulfill a need, solve a problem or achieve a goal. It’s not about what you can do and how you do it. Your audience should be able to grasp the immediate benefit to them. “Cut high energy cost. Read how” is more compelling to your audience than “Learn about an energy saving program.”
Create a sense of urgency: Your goal is to get your audience to click on the call to action now. If they wait until later, they may find another company who provides a similar product or service. “Find out how to protect your data” does not create the same sense of urgency as “Don’t let data intrusion take down your company. Call now for a free consultation.”
Size: Make sure your audience can see the call to action. You don’t want it to dominate the page, but make sure it is clearly visible.
Visuals: Use contrasting colors so that your call to action stands out from the rest of your copy. Also consider using various icons – arrows, plus signs – to distinguish call-to-action buttons from surrounding elements.
Location: Consider placing your call to action at or near the top or “above the fold” (on a Web page it’s the part that’s visible without scrolling) not just at the bottom of the page where your audience may miss it.
Link to appropriate landing page: Don’t link to your Website home page. Link to a specific landing page so that your audience doesn’t have to search for your offer. Also the design and copy of your promotional call to action and landing page should be consistent so that the audience can easily spot it.
In call to action, the operative word is action. Write call-to-action copy that encourages it.
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