What is a call-to-action? If you’re unsure, how much business are you losing with poorly written content and/or weak calls-to-action?
A call-to-action is an element in your business marketing that inspires a prospective customer to DO SOMETHING.
Why post on social media platforms, send email blasts, create videos or produce podcasts if your online marketing efforts lack progression to a desired outcome?
Many business owners have a good understanding of digital marketing methods, and they know the hard sell approach doesn’t work. Content published online should deliver value, regardless of the format (written copy, images, video, or audio), and the content itself has to capture user attention. To do so, it must inform, educate, entertain or inspire.
Once you have your visitors’ attention, they have the option to click off and move on – OR you can give them reason to engage further. With the right signals in place, you can guide your user to make the next move. Depending on your offer, this could result in a completed sale on your website or perhaps it’s just the first step in the start of an ongoing customer relationship.
With digital marketing, calls-to-action are most often implemented as a clickable graphic on a landing page – or anywhere on a website. Just as there are many kinds of offers, there are variations in techniques and strategies that can be put in place to communicate the offer.
The point of a call-to-action is to simply tell the user what you want them to do next. The messaging can be subtle or bold. However, anytime you publish content of value to your followers, you should have some kind of call-to-action in place.
Keep it simple.
Remember, too many options create confusion. A clean design approach using contrasting color and plenty of white space will draw attention. Make it clear that there’s good reason to consider your offer and how to get it.
Always present the WIIFM (the “what’s in it for me” points) front and center and concisely as possible. Then, experiment with call-to-action placement, color, shape and spacing. Try variations with wording, as it can also make a huge difference in your results.
There’s a lot to learn about calls-to-action, what works and what doesn’t. A/B testing and heatmap analysis are options available to test different strategies. Sometimes, small tweaks make a big difference in generating in more actions — ultimately resulting in increased sales.
Would you like to know if there are conditions in place on your website that are driving people away? For a free website assessment – including feedback about calls-to-action on your website – send email@example.com an email TODAY!