Whether you’re doing your own writing or looking for effective content writers for your site, there are few things that will up your conversion ratios as much as a well-written call to action. But what is a call to action and how can you tell a fabulous one from one that falls flat? Here are a few things to consider:
What is it?
A call to action is the term used for writing that encourages the reader to take action whether it is to request information, purchase a product or view more information on a service. It is the sentence or two at the end of a blog post that says, “For more information, please contact . . .” with the appropriate links, telephone number, email form or similar device to get their information to your sales team. It’s also the “Buy it Now” button on the eBay auction you’re watching, prompting you to action instead of continuing to wait for things to happen.
Why is it necessary?
Maybe you’re thinking some of that sounds a little too salesy. But we’ve all run across sites that were so frustrating because you couldn’t find what you needed to make the next step in the process! A good call to action moves your viewers from finishing looking at point A to figuring out how to get to point B.
What should it have?
A well-written call to action should have clarity in what happens when the form is filled out, a button is clicked or a chat box comes up. Is the viewer going to be contacted by someone from your company, and if so, by what method and in what timeframe? Does the button add the item or service to their shopping cart? Is there someone instantly there for them to chat with or will they need to wait a few minutes? By answering these questions ahead of time, it helps save your customers or clients from the frustration of not knowing what is going on and deciding to give up on the process.
How do I make it pop?
To make your call to action stand out, consider separating it somewhat from the rest of the material. Using contrasting colors, arrows or other design elements to draw attention to it also helps it stand out. Elements to use in your verbiage include helping make the process risk-free for the viewer by making the information free, having a money-back guarantee or other element in place to reassure them, telling them what exactly to by, whether it’s filling out a form, chatting or buying something right there, and finally, give them a sense of urgency.
Cathleen V is a multi-talented writer with experience in various fields. She focuses on content, article and blog writing for small business management, content optimization and marketing, arts businesses, crafts, agriculture, home improvement, food, nutrition and natural health. She is a top 1% content writer out of over 22,000.