Did you like my call to action? It was “Read this”, and it made you read this, didn’t it?
A “call to action” is when you instruct your website visitor on what you want them to do next. It might be to subscribe to a newsletter, or to request more information, download a report, or to buy your product.
Unfortunately, this is often an after-thought. People invest all kinds of thought and effort into creating a product and sales page, but then get really wishy-washy asking for the sale. Or, forget to.
Here are some golden rules:
- Be explicit. Make a statement telling them exactly what you want them to do.
- Make it easy to do what you want them to do.
- Include a benefit in your call to action. Example: “Click here to help your child sleep through the night”
- Use action words. Click, Buy, Read, Join
- Make them feel they already own your product. “Buy now and your new widget will be on it’s way!
- Create a sense of urgency with a discount deadline or quantity limit.
- Make the call to action stand out with different font, color, highlighting, etc. Should be visually appealing.
- Use whitespace around your call to action.
- Make it easy to find, less than 3 seconds.
Remember, you are “closing the deal” so don’t take it lightly.
Here are some corporate examples. Don’t be deceived by their simplicity. Also- notice how green and orange are dominant.