Whether you are writing a blog post or promotional content for a product/service, call-to-action is absolutely necessary. Unless you tell people what they need to do after reading your article, they may not take an action. For instance, at the end of a blog post, you can tell the readers to share their opinion or give a vote to engage them in your site. On the other hand, if you are selling a product, tell people to “visit product page now” or “call us now” to increase conversion rate.
Content writing professionals often write good articles, but don’t utilize call-to-action messages and the site owner blames them for low readership or sales figures. Let’s find out the ways to improve this situation.
Know the Action that You Want Readers to Take - Before you start writing an article, have a clear idea of your purpose. Do you want comments? Want people to subscribe? Do you want them to download something? Whatever action you may have in your mind, your article should direct the readers to do so.
One Call-to-Action for Each Post - Never confuse the viewers. If you want them to download a tutorial e-book, don’t ask for comments. Single choice encourages people to take an immediate action.
Make it a Win-Win Situation - People tend to skip online ads and you have to give them a reason to visit your site. Offer something interesting to the customers and they will be more interested in your business. For instance, “buy now and get 20% off” is more effective than “check our offerings.”
Make it Simple and Achievable - This is not directly related to call-to-action message, but the process that it directs to. For instance, if you are inviting designers for a logo design contest, make sure that the participation process is easy. Otherwise, people will not show interest in your competition despite an attractive catch line.
Draw Eyes to the Message - Make sure that the main message in not hidden in the web page. Highlight the call-to-action by using bold or italic fonts and colors. This technique can be really helpful for ecommerce website product pages.
Mix the Action Post to Post - Don’t ask the readers to do the same thing in every post. If you write several articles in a week, give different messages to make people interested in your blog. For instance, in one article you can ask people to “share comments” and “download a free tutorial” in another post.
Lead Readers to the Action - Form an article in such a way that will direct the readers to a definite goal. There is no need to write a direct call-to-action in those articles. For instance, if you are offering free WordPress themes, write on the benefits of it and give the download link at the end of the article. Web users will immediately understand what you want them to do.
Don’t Say “Buy” All the Time - This is the most crucial factor of a good call-to-action message. Your duty is to sell products or services, but that does not mean you have to say flatly, “buy our products”. Once I saw an interesting promotional message in a web design company’s website. They wrote, “don’t hire us”, gave some white space and then wrote below, “unless you want the best services.”
Think from a user’s perspective and you will be able to write interesting call-to-actions. Writing style and placement of the message both matters a lot because the success of your site depends on audience’s response.