Calls to Action: What Should Your Reader Do?
Clients oftentimes ask us what they can be doing to increase sales, drive more traffic to their website, increase their social media presence, etc. Though every client, business and industry is different, there is one thing we recommend to each and every client who walks through our doors: Calls to Action.
What are calls to action? Click here to learn more about calls to action. Call us now to schedule a calls to action seminar. A call to action tells your viewer what to do with the information you’ve given them. What you don’t want is for your potential customer to read your raving testimonials, fall in love with your products, and then say, “Okay, but what now?” Without a clear invitation to take the next step, they might just go somewhere else that makes it easier for them to figure out what to do.
There are countless examples of successful calls to action, and many more unsuccessful ones. Here are a couple we think work well, and why.
1. This call to action (from our client PAHU) gives a reason why you should do what they’re asking, then right after they’ve convinced you, give you the next step at the click of a button. Easy.
2. This call to action is ideal because it’s specific, unique, and of course, for a good cause, taken from the site we gifted for Schoolhouse Supplies, a local non-profit we love. This is a feel-good button. The clickee gets instant gratitude from the verbiage of this call to action disguised as his or her own idea.
3. This call to action is actually two-in-one. First we get the viewer to identify as an Oregonian or Washingtonian, then we show them plans available to them. Now they’re halfway to signing up for a plan and we only had to get them to the home page. (Taken from Warshauer Agency, a great client of ours!)
A few other things to note:
- Leave some space. You want your call to action to be noticeable. While it doesn’t have to isolated, it’s better if it’s clear where your viewer should click.
- Make sure it works. The worst thing you could do is ask your viewer to do something, then have a broken link or lack of functionality.
- Avoid negatives. Keep your calls in the positive. Use “Sign-up for our Newsletter!” instead of “Don’t miss out on our Newsletter!” You don’t want your viewer to feel scolded or bullied into following your advice.
- Don’t write a novel. Keep it short and sweet. If you’re going to use a hyperlink, underline part of the phrase. i.e. Click here to learn more about our services is too long for a button. Instead, tell them what you want them to do (learn more about your services) then make the hyperlink or button short with Learn More or Click Here.
Above all, don’t make your viewer do absolutely everything. Reward them for finding you, provide them with rich and up-to-date content, and then tell them how they can take the next step. Just think of how frustrating it is to sift through six inside pages, follow link after link, and still wonder how to buy the darn thing. Websites are like drive-thrus; if your customer wanted to come into your store and browse, they would. They visited your website for the quick and dirty stuff to inform them what to do!