by Rand Johanson
The whole point of getting visitors to your website is to have them take some sort of action once they view your content. This could be subscribing to your newsletter or buying one of your products or services. The focus of web copy is to provide the right direction in order to get the visitors to do exactly what you want them to do. The best way to do this is to create a super-compelling call to action (CTA).
If you're struggling with getting conversions or are not seeing the stream of traffic that you were expecting from all of your efforts, then perhaps taking a look at your CTA is worth the time.
1. Put It Out There
Being absolutely direct with what you want your visitors to do is crucial to getting the results that you're looking for. Give them detailed instructions on where you want them to click, where they can find the information that they're looking for, and what they'll get for completing the action. Don't waste time with hints and innuendos, or you may find your site's bounce rate increasing simply because users aren't sure what to do next.
2. Stand Out From The Crowd
There's always going to be competition in any industry that you enter into. Find out what makes you stand out from the rest of the businesses who are selling what you're selling and then weave this into your call to action. This could be as simple as catering to a common question or issue that your potential customers face. For example, if you were a piano teacher a good call of action may look like " teach me how to play by ear" or " help me get more rhythm".
3. Use The Right Lingo
A good CTA is one that weaves together the right verbs in order to compel customers to take action. Using strong, actionable verbs helps to provide clear instructions for your visitors to take the steps needed in order to receive the information that they're looking for. For example, "Call us today for a free consultation" is a more actionable phrase than "Call us today to learn more". Remember, be specific.
4. Create Urgency With Your CTA
Any good marketer will tell you that creating a sense of urgency both online and offline is crucial to getting conversions. Do this by illustrating that time is of the essence and that they risk losing out on an opportunity that may not be available at a later time or date. For example, you can do this by putting a date on the CTA such as "offer available the next 20 minutes" or displaying a countdown timer on a product page.
5. Keep It Really Simple
Web users are accustomed to receiving information in a matter of seconds. They don't want to have to search too much, complete too many actions, or give too much personal information if they don't need to. It's important to remove all barriers that may keep a visitor from completing your CTA. This can include long sign up forms, confusing copy that doesn't lead straight to the CTA, or a CTA that's not visible enough for the visitor to see. Also, it's a good idea to let your visitors know upfront that the steps will be quick and easy. Reassure them that the process won't take too long and be clear about exactly what you need them to do.
CTAs should always have actionable messaging and clear direction. Walking your visitors through the necessary steps needed to reach their goals is a guaranteed way to improve your conversion rates.