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Get More Customers!

Crafting a call-to-action on your website

Okay, so someone has searched for your products or services online. They’ve found your website, great! They’ve read the information, it’s potentially what they are after…….but one area that many websites fail in with a solid call-to-action!

In online marketing, your call-to-action is the part of your website that tells your target audience what they should be doing once they have hit your website.

What is a call-to-action? An explanation.

A call-to-action (CTA) is a prompt on a website that tells the user to take some specified action. A call to action is typically written as a command or action phrase, such as ‘Sign Up’ or ‘Buy Now’ and generally takes the form of a stand-alone button, section, pop-up or hyperlink.

Why is a call to action important?

The call-to-action is a key element on a web page, acting as a signpost that lets the user know what to do next. Without a clear CTA, the user may not know the next steps to take to purchase a product, who to easily call or simply sign up for a newsletter and is likely to leave the site without accomplishing the task. This is ideally the task you want them to take.

A call-to-action makes it clear to potential customers which action to take next. There can also be multiple calls to action on a page, especially if there are multiple desired actions for the user to take.

For example, if a reader lands on a blog article and there is no clear call-to-action at the bottom of the post, the reader will likely leave the site without completing any other tasks. However, if there is a CTA at the bottom of the post asking them to read more articles or to sign-up for an email newsletter, that can encourage them to continue interacting with the site.

Carefully crafting a clear and engaging call-to-action on your website can make all the difference.

Here are six hints to crafting an engaging call to action.



Incite action

Don’t beat around the bush with your CTA. The first word of your call to action should be and action-oriented.

For example, start your call-to-action text with words like:

  • call
  • click
  • discover
  • download
  • find out
  • join
  • register
  • save
  • sign up
  • start
  • try
  • watch

Keep it short and sweet.

Direct is best – keep the call-to-action wording short and sweet and to the point that focuses on what you want your prospects to do.

For example:

  • Call for an obligation free quote.
  • Make an appointment NOW!
  • Call NOW for more information.

Make it an offer they can’t refuse.

The more valuable your offer appears, the more irresistible it becomes. Remove barriers to receiving calls or obtaining conversions with language that reduces risk and promotes value.

For example:

  • 50% off
  • Buy one, get one
  • No credit card required
  • No obligation
  • Free

FOMO! Tap the fear of missing out.

Fear of missing out (FOMO) is a powerful motivator. So, build anticipation, create scarcity, suggest time’s running out.

For example:

  • Limited time offer! Get your free xyz now!
  • Hurry before you miss out!
  • Sign-up NOW to receive valuable information.

Solve a problem.

Make your prospects think, “I need or want that.” Use your target market buyer personas to zero in on their pain points and tell your prospects how your business helps or solves their problem.

Some examples:

  • Call now to save ………
  • Increase your sales now
  • Find your dream ….

Make it stand out.

Finally, make your call to action CLEAR and ISOLATED on your website. The best calls to action need to grab the user’s attention and this often is in the form of a stand-alone button, or section on your website, even a pop-up or hyperlink. Make sure it has a good design and it contrasts with nearby colours on your website and STANDS OUT, so prospects don’t have to hunt for it!



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