Are you getting traffic to your website but few result in conversions? Investing money into your marketing campaigns and writing great copy is only part of the job. If your audience is visiting and leaving without engaging further with your business, your calls-to-action may not be strong enough.
What is a Call-to-action?
The goal of all your online marketing efforts is to convert readers into clients.
The style will be different depending on your sector and how ‘salesy’ your approach, but every piece of content, blog post, newsletter, etc., should finish by informing the reader what you’d like them to do next.
In the case of your website, this will usually mean asking them to get in touch. This is your call-to-action.
Our top tips for creating a call-to-action:
(1) Decide what you want your readers to do
Whatever you want them to do while they’re on your website – sign up to your newsletter, download an app, buy a product – this will determine your call-to-action. Work out what this is before creating your content and begin writing with this call-to-action in mind.
(2) Use visuals
Don’t be afraid to use eye-catching methods
- Create a clickable button with a bright colour to draw the reader’s eye
- Use contrasting colours – a link should always be a different colour to the main text
- Include an icon or animated gif that will stand out
(3) Be subtle but clear
In most situations, a subtle style is the best approach. Clients need direction, but in a non-aggressive fashion.
- Use language that won’t put off your potential clients
- Don’t use a hard sell approach
(4) Persuade the reader they want what you’re offering
Make them feel that whatever you’re asking them to do is worth their while.
- Set the scene within your copy – use compelling arguments for your product or service
- How can they benefit from following your call-to-action?
- Will your download, offer or newsletter provide a solution to their problem?
(5) Create a sense of urgency
Encourage your readers to act before they leave your website. Why? Because they may not come back.
- Use phrases like, “Don’t miss out” and “Limited time offer”
- Include specific instructions such as, “Click now” and “Sign up today”
(6) Make it easy
Give them all the information they need to follow through on the call-to-action and make the process as easy and quick as possible.
- If you want people to call you, include your phone number
- Link to your contact page to offer all communication options
- Tell them how simple it is to join your mailing list – “Sign up in 10 seconds”
- For downloads, simplify the process with a download button on the same page
Design your calls-to-action well and your conversion rates will rise dramatically. If you’re not sure which approach will work best for your business, experiment and see what works.
As marketing specialists, we can help you to discover your most effective call-to-action style and find a method that will draw your customers in. For support, contact us today.
