When youâ€™re writing text for your website, keep in mind that youâ€™re guiding your visitor through the site, and towards a specific end action that youâ€™d like them to take â€“ whether thatâ€™s contacting you, signing up for a newsletter, learning more, or buying something. To make sure that the visitor does that, itâ€™s important to tell them what youâ€™d like them to do at the end of each page. Otherwise, theyâ€™ll just wander aimlessly through your site, and they may or may not take action.
These suggestions are called â€œCalls to Actionâ€, and they increase the effectiveness of your website by telling people what youâ€™d like them to do. They usually look a bit like this:
- Click here to learn more
- Buy this product now
- Contact me to learn more about this service
- Subscribe to my newsletter to get the free report
- Sign up for the teleclass today
- Listen to this audio recording to hear how
- Watch this video for more information
- Visit my article library to find out more
If you read carefully, youâ€™ll see that there are actually a couple of different kinds of calls to action: plain calls to action that tell the user what to do and how to do it (Buy this product now) and benefit-oriented calls to action that tell the user what to do, how to do it and why they should (Subscribe to my newsletter to get the free report). Benefit-oriented calls to action are usually a bit more difficult to write, but theyâ€™re more effective because people understand what theyâ€™ll get by doing the action.
And, the more specific you can make your call to action, the better. Some calls to action â€“ like a newsletter subscription offer â€“ are often made even more effective by placing the call to action inside a graphical call-out box with some additional text. Adding images or photos can make your call to action more effective as well.