This is part 4 of the Creating Effective Calls to Action Series
You know your call to action is the next step you want to audience to take. You know what you want them to do, but have you made it clear to them what you want them to do? You'd be surprised at how fuzzy or wishy-washy come calls to action can be. You don't want that for your own CTAs.
Clarity is essential in effective CTAs. If you don’t know what you want them to do (or why), then it will make it difficult for you to communicate your message in a way that makes them want to take action.
The next steps you want your audience to take will depend on where they are in their buying cycle. If you understand your audience’s buying cycle, it’s going to be a lot easier to tell them what to do next.
For example, a person who is visiting your site for the first time is going to need a different CTA than a person who has been your customer since your first day in business. You might want the next action your first-time visitor to take is to just sign up for your newsletter. And for the long-time customer, the next action might be to buy the next product in your funnel.
It may seem obvious to you what should be done next, but it’s not always so obvious to your audience. Therefore, you must get clear on what you want them to do.
Here's a list of things to consider when creating your calls to action...
Know what your goal is
Write down the goals for your business in terms of the information you provide to your audience and what you ultimately want them to do so that what you want for them will come true. Create a product funnel that shows the different stages of buying that your audience goes through, and match it with the right content.
Related Resource: Funnel Building Templates
Know what your audience wants
It’s also imperative for you to understand what your audience wants and needs. What do they expect from you? What problems do they have that you can solve? The more you understand their wants and needs, the easier it is to create clear, effective calls to action.
Pay attention to the details
As you write down your goals, your audience’s goals, wants, and needs, you’ll need to be as specific as possible. What you write down about your goals and their wants and needs can be used often just by looking over it.
Keep it short and simple
Once you write it down on a Call to Action, it needs to be short and simple. Condense the words using action words, with a deadline, and by telling them what they get. This is the clearest you can get.
Use language your audience understands
One of the best ways to explain things to your audience is to use the words they use. You can learn the language of your market by following your audience on social media, reading the questions they ask, and the answers they provide to others. This is one instance where using well-known jargon is makes sense.
Make your CTA buttons stand out
When you create your CTA buttons, you want them to look attractive to your audience. Make it the right color, have the right words, and the right shape so that it catches their attention and makes them want to click. These design details will depend on the rest of your website.
Related Resource: 31 Call-to-Action Examples You Can't Help But Click (Hubspot)
Give people incentives to take action
As you write sales copies, you can incentivize your audience to answer your calls to action by giving them what they want. Solve a problem, and make it easy for them too.
Related Resource: Home Run Copywriting Course
Test, track, and analyze your results
No matter what you do, nothing is done without the paperwork. You must test, track, analyze, and improve your CTAs based on the results of your tests. If you don't test and track, you will never know what works and what doesn't.
All of these tips will help you to create clear, effective calls to action. You'll know what you want and why you want it, as well as what your audiences wants and why they want it. Your copywriting is what will marry the two points of view together to help you give others what they want to solve their problem.
This is Part 4 of a 10-part series on Creating Effective Calls to Action
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