Quick questions: what’s the number one thing most businesses and individuals forget about when developing their internet business?
Their written copy!
For whatever reason, the science of SEO copywriting, which is the art of writing to influence people to take action, isn’t high on the list of priorities for your website.
But it should be, and that’s because after people finish taking in the overall view of your website, they want to figure out what they’re supposed to do.
You can use graphics to indicate action, but your site will need a certain amount of written copy.
And to spark that action, your copy has to grab their attention right away.
- Research, Research, and Research Some More
Writing an effective call-to-action is the final product of a large amount of research. You have to know the product, service, or business you’re writing about, and how it differs from the competition. If the business hasn’t figured this out yet, it’s time to do so now.
In addition, you have to know the consumer as well as you know yourself. You have to speak their language. It’s all about developing a connection, and what better way to connect with people than by relating to your products and services with the words they do?
- Make It Obvious
This is a huge killer for most online businesses – they assume the user knows what to do or will take the time to figure it out. Don’t feel bad – I used to make the same mistake!
Users don’t know what to do, and they won’t take the time to figure it out. So, it’s up to you to make it very clear right away. On the home page, the call-to-action must be above the fold, and you might even have 2 or 3 of them.
On other landing pages, you have to use an interesting title, talk about the strongest benefits, and then keep their interest all the way down the page until you finally write the call-to-action.
Link it, make it colorful, capitalize the important words (FREE, NOW, SAVE, PROVEN, GUARANTEE), and make sure you place it strategically.
- Use Urgency
If you’re going to use a “limited time offer,” make sure you specify the time period. The shorter the time period, the better. Also use words like now, immediately, or hurry. You know those obnoxious infomercials that “no one” buys from?
They actually are direct response copywriting in the form of a scripted commercial, and they work very well. Structure your call-to-action just like those.
- Limit the Quantity Available
Again, the key here is to be specific. “Free to the next 10 callers.” “Only 100 available.” The more you can make the quantity seem scarce, the better off you are.
- Define the Value of the Item
If you’re giving an item or service away, such as a free consult, make sure you define how much its worth in your call-to-action. If it’s free, that’s great. But if it’s free and worth $500, then it’s even better.
- Use Active Voice Language
Start with a verb in your call-to-action. Contact us now! Call us now! Inquire in the next 30 minutes! Verbs indicate action. You want people to take action, so encourage them with the right verbiage.
- Test Like a Maniac
You, or someone at your business, should be obsessively testing every aspect of your landing pages, and especially the call-to-action. Check out this study, where simply changing the copy on a button from “Order information” to “get information” increased conversions on the page by 38.26%.
Check it out and see how it works on your own website. If there’s one thing to learn in life, it’s that you never know it all.
- Focus on Benefits
Everyone wants to know, “What’s in it for me?” Benefits are what’s in it for your market. And, going back to the research idea, market research will tell you which benefits are most important. Communicate those in your call-to-action.
- Keep it Short
On buttons, this is 2-3 words. On links, this should be about 1 line on MS Word.
- Be Specific
I’ve already hinted on this a little. Whenever you can, be specific. “Get a 50% discount on all orders over $150” is very specific and clear.
- Be Practical, Not Technical
Even if you’re selling to CEOs and technical audiences. There’s a misnomer out there that people in these groups only speak using incredibly intelligent language. But, that’s not the case.
They’re people – just like you and me, and they only have so much time each day. Make the language clear, easy, and understandable, regardless of the audience.
Enjoy the Conversions!
Okay, so that’s lot of information to digest. But, nothing worth doing is easy. Implement these techniques into your next calls-to-action, and watch the extra sales roll in.
Wise Swans SEO Expert
