The call-to-action is one of the most important concepts in marketing and promotion. As a marketer, once you have established that you have something of value to offer your client, you then need to put it out there that you are the perfect candidate (or company) to deliver that service or product. A call-to-action is all about getting prospective clients to take the next step, sort of like the closing of a sale. Most people hate getting to the close as you know you have to bring out the big guns and convince a prospect why they should not let your offer pass them by; unfortunately, sometimes this may come across as a bit pushy thus the dread that precedes this phase. But without the close, then a sales pitch would be rendered useless or ineffective. In much the same way, a call-to-action, an advertisement or commercial without a call to action is considered ineffective. There should be words that urge the reader, listener or viewer to take an immediate action. You may be wondering why you may not have seen these before, but trust me, we have all heard, seen or read these call-to-action somewhere.
Examples of popular calls-to-action include Buy Now; Subscribe to this blog for regular up; Call Now to find out more; Sign up for a free tutorial and many others.
Websites need to ensure that their call-to-action counts as they don’t have the benefit of that vital face-to-face interaction with prospective clients thus the website needs to bridge that gap.
Think of the call-to-action as a single, focused command to your prospect. Most readers or viewers of the website are not exactly sure what they are supposed to do therefore the call-to-action is a guide to them on what you expect them to do. Keep it simple and don’t give them options. Options will leave them confused and deliberating which option is best as they will likely not make a decision in a hurry. Make it a decisive statement, in other words, don’t ASK and instead TELL them what to do. This eliminates any doubts on what the next step is and assures you of more leads.
However, you need to give prospects some sort of incentive to take action on your website. For example, a website offering information on how to lose weight can offer a free two page write-up on what their regime entails but don’t give it all away; you need to spark some curiosity and make them want to find out more. This is where the call-to-action comes in; after they have the free weight loss write-up, tell them to Sign up for the complete sure fire weight loss guide.
Leave no lead behind; this calls on the website to make their call-to-action unique and noticeable. Make sure it is in their line of sight and something that is eye-catching and hard to ignore. Once their attention is secured, make the ‘close’. Guide them decisively to take the desired action and if possible, let the message sink in through alerting them to the benefits of this desired action. Once the lead has been hooked, do a follow-up to ensure their long term commitment or take the opportunity to cross-sell.
A website needs to have an effective call-to-action to ensure it achieves the company’s or individual’s set-out objective, be it to sell a service or product or to pass along information. This will improve your conversion rates and attract more viewers to your site especially if the call-to-action delivers value beyond the expectations of the prospects.