You’ve worked hard. You’ve developed a powerful website with all the bells and whistles your potential clients could want. You’ve set up and established engaging social media strategies. And you’re connecting with your audience on a more personal level. You’ve even designed an email newsletter that is chock-full of great content.
So why aren’t more people biting? You’ve got plenty of web traffic and an impressive list of email subscribers. But you’re not getting the results you’re after.
Chances are you’re not doing enough to close the deal. As much as you’d like them to, people aren’t always going to do what you want them to. That is, unless you effectively prompt and encourage them to.
This is where compelling calls to action come into play. If your CTAs are less-than convincing, or worse – nonexistent – here are a few tips to help turn things around.
Be specific and direct.
Don’t beat around the bush. You know what you want your target audience to do. So, tell them in no uncertain terms. Use strong action words in your calls to action. Don’t assume they’ll naturally follow through on their own. Prompt them through the process with words like:
- Sign Up
Lay the groundwork.
Identify what your particular CTA is geared toward. Sending more traffic to your blog, getting more signups for your email newsletter or booking your next trip, etc. You have to prepare and groom prospects through the process. Identify a need and then demonstrate how completing the desired action will fulfill that need. Let them know exactly how they’ll benefit by taking that next step.
Sweeten the pot.
Like it or not, we live in a “what’s in it for me” society.
If you want people to take a certain action, you have to make it worth their while. Sometimes this takes a little extra effort on your part. Offer incentives, like a special discount on gear or a discount for booking a trip today.
Earning an entry into a contest or giveaway in exchange for taking the proposed action can also be a powerful CTA booster.
Make it time-sensitive.
Ever hear of the acronym “FOMO?” It stands for “fear of missing out,” and it represents a powerful emotional trigger in humans. Nobody wants to feel like they’ve missed out on a great deal or experience. You can take advantage of this by making your calls to action time sensitive. Use compelling words and phrases like:
- Limited time only
- Act now
- Supplies are limited
- Offer expires [date]
- Prices go up on [date]
Make it obvious and easy.
Don’t expect your potential clients to go digging around to find your calls to action. Position them clearly and prominently wherever you will be interacting with your audience.
- In the upper part (above the fold) of your website
- At the end of each piece of content on your website
- On your social media profiles and all social activities
- Within your email newsletters, etc.
Make it as easy and straightforward as possible for your prospects to locate and follow through with the desired action.
Make them pop.
An effective CTA is instantly noticeable, so focus on making yours eye-catching. For many businesses, this means using a different font size and style and/or playing with alternative color patterns. For example, a company with a design that is made up of lighter colors or muted tones may use bold lettering and contrasting colors to make their calls to action really stand out.
Last but not least, it’s important to recognize that not every CTA strategy will work for every situation. The key lies in understanding the needs, wants and behaviors of your target audience in each scenario. Then, developing and honing your approach accordingly. For example, someone who visits your website on a laptop may have different goals and take different actions than one who is visiting from their mobile phone. Adjusting your calls to action to best suit each of these audiences will improve your results.
A compelling call to action can mean the difference between a fruitless interaction with a prospect and a successful sale.
By applying these techniques, you CTAs will have more impact and achieving your marketing goals will be easier and more effective.