Having a strong call-to-action (CTA) can make all the difference between a great result and one that falls a little flat.
And when it comes to digital copywriting, the call-to-action is essential. We’re always trying to help our readers take the next step. To do that, we need to make it clear how they can move forward and what will happen when they do.
Even though the CTA plays an essential role in what we do as web writers, it’s something that gets left off a lot of web pages. And even when it is included, a lot of times the CTA is almost apologetic. Or it’s unclear what the benefit of taking action is.
Fortunately, it doesn’t take too much effort to give your CTAs a bit more oomph. So starting today, my challenge to you is to begin applying these three rules to your calls-to-action. If you do, they’ll be stronger and more persuasive, while still treating your reader with respect.
Rule 1: Give extra care to your lead up.
The sentence or two before your CTA button is really where your call-to-action gets started. In the lead-up copy, remind your reader of the core benefit and do it in a way that asks for an action.
For example, if you’re asking a reader to sign up for a webinar about how to make sushi, you could lead up to the “Register” button by saying, “Start learning the art of sushi making in this ‘Intro to Sushi’ webinar.” Or, you could call back to the main benefit in your copy. Perhaps that’s preparing meals that will impress your friends. In that case, you might say, “Wow your friends with tasty, authentic sushi you rolled yourself — Join our ‘Intro to Sushi’ webinar.” The second call-to-action is less about the webinar and more about the result… which is likely to have more appeal to the reader.
Rule 2: Craft your button or link with care.
It’s easy to write button copy that’s been used many times over on a bazillion different sites… “Sign up”… “Subscribe”… “Join now.” Rather than settle for a generic CTA button, give some thought to how you can make it more original… while still keeping it brief.
“Sign up for Fitness Tips”… “Send Me My Report”… “Join Our Writing Community.”
You want to keep your button copy tight. You also want to lead with a verb. And if you can quickly allude to why they’re taking the action, that can help your reader move forward with you. (Bonus Tip: Button copy is easy to test, so talk to your client about testing generic button copy against something a little longer, but more specific.)
Rule 3: Tell your reader what happens next.
If it isn’t obvious what happens next, consider adding a brief explanation of what the reader can expect. In our sushi class example, imagine these live webinars are offered at multiple times during the week. Below the “Start Rolling Sushi” button, you might have a sentence that says, “You’ll be able to choose your class time on the next page.” Having removed that question mark for your reader, you make it easier for them to take the next step.
When you write CTAs, give the lead-in copy a close look. Is it focused on the main benefit? Does it tell the reader what to do? Think carefully about your button copy. Is there a way you can make it stronger without making it too long? And then ask yourself, does my reader have questions about what happens next? If the answer is yes, provide them with that information.
When you focus on the benefits and remove doubts for your reader, your calls-to-action will start to get better results.
New on the Site
LinkedIn now gives you the option to designate yourself as a Content Creator. In her latest Reality Blog, Suzanna Fitzgerald shares her own experiences with being a LinkedIn Content Creator. She shares the pros and how to make the most of them. And she shares the cons and how to handle them. Give it a read right here.
In case you missed our recent Monthly Member Update on unconventional goal setting, the recording is now available. During this event, I looked at fun, offbeat ways for you to make progress on the goals that are most important to you. You can watch the replay here.
What do Aristotle and persuasion have to do with each other? Quite a lot, actually. Aristotle understood the driving forces of persuasion. In this featured article from Darek Black, you’ll learn more about what those driving forces are and how to apply them.
Mark Your Calendar
February 16: The key to a successful business is to take smart risks, make smart mistakes, and learn everything you can from them. Do that, and there’s a good chance you’ll ultimately succeed beyond what you originally thought possible. In this live interview with Ben Settle, we’ll be exploring the idea of business mistakes and how to use them for growth.
February 24: There are lots of ways to set goals and even more ways to pursue them. But one of the keys for most people is to set goals that force you to stretch yourself. Join us for an interview with Reality Blogger Suzanna Fitzgerald about her big goals and what it’s going to take to achieve them.
Around the Web
Need a little inspiration for your email newsletter? You’re sure to find some here.
Content marketing is a proven tool for building brand authority… but you need to produce the right kind of content.
Whether you’re writing a landing page for your website or writing one for your client, you want it to be persuasive. These tips from Unbounce will help.
And then I love this piece on tricking yourself into meeting your goals by doing just one thing differently.
That’s all for now. Make it a great week!
