At some point in the process of building your website, it’s important to take a step back and think about what you want to achieve. Your website should have an objective it wants users to complete, whether it is buying a product, booking an appointment, or simply filling in a contact form for more information.
It may seem simplistic, but the best way to get your website visitors to do something is to just ask. Look at any website and it’s likely you’ll see strong calls to action such as ‘buy it now’, ‘get your free trial’ or the all-important ‘contact us’.
These calls to action help to eliminate any confusion for your website visitors. No matter how slick and simple you make your design, it’s easy for customers to get lost. Think about the purpose of each page and include a call to action to guide them to the next step of the buying process, even if it is just encouraging them to visit your ‘about us’ page before directing them to your contact form.
Here are our top 5 tips for writing compelling calls to action:
1. Make it stand out
A good call to action jumps off the page – some customers will skim over the rest of your website looking for the ‘contact us’ or ‘online booking’ button. They have a short attention span and know what they’re looking for. Don’t attempt anything fancy – use a standard button which is obvious and stands out among the rest of your content. Try to use a colour which contrasts with the rest of your design so it is obvious immediately.
2. Begin with Verbs
Tell your visitors what to do next. Including an action verb like join, get, click, etc. can ensure that prospects quickly understand the nature of your offer and what actions to take to receive it.
3. Use Practical Language
The language of your CTA may be industry specific but avoid overly technical terms. Words like ‘investment’ and ‘conferencing’ add an unnecessary layer of complexity to a CTA. Break it down to the most simple version of what you want your visitors to do.
4. Use urgent language
If your call to action is an offer, make it clear there’s a time constraint involved. Something like ‘offer expires soon – buy it now’. Even simply adding the word ‘now’ makes it seem more urgent – saying ‘download now’ is more effective than a button saying ‘download’. There are often customers who visit websites thinking they’ll come back later but eventually forget. This will encourage them to take action straight away.
5. Include a benefit
Give users every reason to click your CTA. If you offer a free consultation or you’re encouraging users to sign up to a newsletter packed full of offers, make sure the main benefits are highlighted. If you don’t tell your customers they can get something for free, they’ll never know!