If the art of creating a perfect call to action could be bottled and sold, the lucky creator would never need to work again. The mysterious formula for creating the ideal call-to-action is not something that has been perfected yet – but there are definite ways in which you can shape your call-to-action to increase the chances of success and boost those conversions. Here’s how you can create a powerful, clickable call-to-action on your website.
If your content or website has appealed to a visitor and they’re looking to take their interaction with your company further, you need to make this step as easy as possible for them. Make sure that your call-to-action offers a clear visual cue that cannot be ignored – make sure the button or the link stands out for some reason, and place it in a central location, rather than hidden away at the bottom of a page.
Visitors will only click on your call-to-action and take the next step in the sales process if they feel it will be valuable to them. Emphasise the value that you provide in your call-to-action. Try to avoid making it too wordy – condense the proposition down to a few words that convey to the visitor exactly how they’ll benefit from clicking.
A great way to crank your call-to-action up a notch is to introduce some urgency. Give your website visitors an incentive to act fast. The use of words like ‘now’ and ‘today’ can help create this feeling of having to act quickly, but you could also add in dates or introduce a countdown to increase the urgency. You’d be surprised how many conversions are made through limited offers or ‘today-only’ deals!
Now is not the time for ambiguity or flowery language. Your call-to-action should be clear, specific and concise – if there’s any element of it that comes across as vague, it won’t be as effective. Bullet points work well in the build-up to an actual call-to-action button – see if you can come up with a three-point list which reminds the user of the value, tells them why they should act, and tells them why they should specifically act now.
If you’re trying to persuade a potential customer to click, it’s important to use persuasive language. Words like ‘free’, ‘guarantee’ and ‘now’ are obviously persuasive, but there are others you may not initially have thought of: ‘love’, ‘safety’, ‘proven’ and ‘health’ are all very emotive, convincing words which can be the difference between a lead bouncing away and a lead turning into a customer.
Did you know that personalised calls-to-action (those which refer to ‘you’) perform around 42% better than generic alternatives? HubSpot analysed more than 93,000 calls-to-action and discovered that those which were targeted specifically to the user were far more effective than those which were more broad. Using the word ‘you’ can transform your writing and suddenly make your call to action seem like an attractive prospect.