We’ve already covered the conversion funnel and how to implement this framework in your website’s copy — but what about that last step? To convert casual readers into paying customers, you need the right calls to action.
Your website will have many calls to action throughout its text, but these five tips can help you optimize each one. Keep reading to learn how to persuade your readers to take the next step.
1. Strike the Right Tone
At its core, a call to action is you trying to convince the reader to do something. Just like asking for a favor, you’ll need to strike the right tone. If you’re too timid, such as “please consider calling us if you find a good time,” readers won’t feel moved to act. On the other hand, an aggressive tone, such as “CALL US THIS VERY MOMENT,” will cause readers to disengage entirely.
Generally, you want to sound friendly and confident without being entitled. You’re inviting readers to do something that you believe will benefit them, not suggesting or demanding.
2. Tell Readers Why They Should Take Action
If you’re going to tell readers to do something, you’ll need to give them a good reason why. Otherwise, readers won’t feel compelled to action.
For example, if you’re asking readers to sign up for a newsletter, how will the information you send out in it positively affect them? Will you include helpful tips to make their lives more convenient or coupons to help them save money? Then tell them so, such as “Sign up for our newsletter to get great deals and tips from the experts.” Alternatively, if you want readers to call for an appointment, how will the appointment benefit them — will your services make their life easier in some way? Then say so: “Call us to make your problem go away.”
Remember to keep your statements focused on the reader, not on your company. For example, if you tell the reader that they should call you because your company has 10 years of experience, that might not mean a lot to them. Instead, try telling them to call you because your years of experience will give them a smooth, problem-free experience.
3. Anticipate Readers’ Concerns
Think through the reasons that your readers may not respond to your call to action. Perhaps they will worry about the price or if they can get a better deal elsewhere, or maybe they’re not sure they’ll be happy with the quality of your product or service. If you can address these concerns now, you can nip them in the bud.
Reassuring statements about your quality or money-back guarantees can assuage readers’ fears, as can facts about your track record or your affordability. For example, a call to action designed to help unsure readers could read, “We offer the best deals in town. Get in touch to take advantage of them.” Be specific, and readers should feel more certain about your credibility.
4. Be Concise
Calls to action can be as short as a word or two, especially if you have it on a button — for example, if your website had a button on the side that said “Call Now.” They can also be as long as a couple sentences, which works best in longer chunks of text on your website. However, even though the length of a call to action can vary drastically, you should always make sure it’s no longer than it needs to be.
Concision matters because extra words or ideas get in the way. They’ll distract readers from your message and lessen the call to action’s power. Once you know what message you need to send readers, say it simply and without fanfare. Readers are more likely to follow through if you get to the point.
5. Keep Your Promises
A perfect call to action won’t matter if you don’t take care of what happens next. When readers click the link to sign up for your newsletter, does the link work? When they call to make an appointment, will someone pick up the phone?
Whatever you’re asking readers to do, make sure that they’ll have a great experience when they choose to take action. Test out any links or phone numbers that you include and make sure all the buttons your site work. Additionally, if you make any promises, such as offering discounts or quick service, make sure you have a plan to ensure that your readers get the result they expect.
As you think about your website’s copy, pay special attention to the calls to action — the right call to action helps interested readers turn into paying customers. We recommend that you use these five tips to persuade people who visit your website to give your business a try, and your business will reap the rewards.
So, for our own call to action — we invite you to subscribe to this blog to find more tips on improving your online business. You can also find more info on Grow Team and what we do here.