The Call to Action
The call to action is the point of the copy on your webpage. Everything you write should lead to a call to action that brings the current page to a logical conclusion.
It is often mishandled. Something like this on the home page: a h1 heading followed by the words “click here to download our newsletter”, is a missed opportunity. Let’s take a look at what’s wrong with this call to action.
- It is too soon. You have said nothing about the purpose of the website or the newsletter’s content. Why should I want to download the newsletter?
- The words “click here” – usually set up as a hyperlink – do not encourage anyone to click here – it is a very poor call to action. Something like “Sign me up for the newsletter” would be better and naming the newsletter would be even better.
- Simply downloading a single copy of the newsletter is a missed opportunity. It is better to offer a sign-up to an email list, which means the visitor will receive a regular newsletter.
Some Ground Rules
So, you need to think carefully about your call to action.
- Each page should include one and only one call to action. It may be a link to another page or it may be to sign-up to something. On a few pages it may be a purchase.
- So minimise the distractions on the page.
- The call to action should follow copy that prepares the reader. This can be particularly effective if it includes testimonials. So, if you want visitors to sign up for a newsletter, tell them about the newsletter and especially its benefits.
- Be very clear about exactly what you want the visitor to do. “Fill in the form and press the button” may seem obvious but it works. “Click on the arrow to start the video” is better than “Watch the video” (Yes, most people do know how to start a video but the former still works better!). Don’t be afraid to state it clearly and starkly, visitors respond to being told what to do. No visitor will thank you for faffing around; they want clarity. They haven’t got all day.
- If it involves the visitor providing information, eg an email address, include reassurances about how you will use it. These can be added as a link to a security page or a simple assurance it won’t be shared with third parties. Evidence suggests reassurances increases responses, even when they are not read!
- Think about the overall impact of your site. Note this is about your site, not your organisation. Don’t rely upon your real life reputation. If you have a good reputation, prove it on the site and then ask for a response. Don’t assume visitors will sign up because they already know you. Most of them don’t and even if they do, they are likely to respond to the site in front of them and not their knowledge of your work.
How do you encourage visitors to respond to a call to action? What do you think is the secret of your success?