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Calls to action: The conversion tool you’re probably overlooking

by | Copywriting

Want to generate enquiries and sales? Why a your Contact Us page is simply not enough. And how calls to action can transform your conversions.

Don’t you just hate it when having enjoyed an excellent meal in a restaurant, it takes you an eternity to pay the bill. Your waiter either disappears or gets caught up with other diners. Twenty minutes later you finally get to leave.

The same frustration applies to using a website to buy products or services. The offer has won you over. But when you’re ready to make the purchase, you’re left floundering, not knowing where to navigate to next.

It’s especially frustrating if you’re trying to make purchases on a mobile device.

Of course, if you are the website owner and you find yourself losing potential customers at the point of sale; you’ve got a problem.

But, you tell me: “I’ve included a ‘Contact Us’ page on my website. Surely potential customers know they need to navigate to it to locate my contact form to make an enquiry or purchase?’

Here lies the problem.

  • You take it for granted your readers know what to do with the valuable and compelling information you’ve given them.
  •  You expect your readers to take the time to navigate your site.

What’s more, you’re not alone in this thinking.

According to Small Biz Trends, 70% of small business-to-business websites lack a call to action.

Let me show you how including a call to action on every web page can transform the performance of your site.

First off, what do I mean by calls to action?

A call to action is a button or a line of text that tells your readers what to do next.

The action could be:

  • Download this checklist
  • Book your place at this event
  • Start my free trial

Why you need calls to action

The purpose of any marketing communication is to guide buyers through their purchase decision-making process.

At each critical stage of your buyer’s journey, you need to prompt them to take the next step.

Not convinced?… I recommend you read these statistics that prove ‘call to actions’ are essential.

Where to place your calls to action

Here’s a good tip. Take some time to understand your buyer’s journey. It will tell you what questions need answering and when.

Most importantly it will tell you when your audience is ready to start thinking about making a call to action.

When to use call to actions

Again the answer to this question is all down to where your prospective customer is on its journey.

When you want to build a relationship with a potential buyer

  • Subscribe to a blog/newsletter
  • Offers of free content, tips, e-books, checklists, cheat sheets
  • Offers to connect on social media

When you reader is evaluating the alternatives

  • Download our case studies
  • Download these white papers/reports
  • Take a tour

When your reader is ready to make a purchase

  • Book a consultation
  • Start a free trial
  • Buy my product

How to write a strong call to action

Your audience will want to know what to expect when they click on your call to action.

Therefore take away any perceived risk. Do this by using simple, friendly and approachable language that reinforces the safety of trying out your product or service.

For example:

Start your free trial today
We guarantee there’s no risk, no obligation and no credit card required.

Just like that!

Let’s recap

You’ve captured an engaged your audience with the must have features and benefits of your products and services.

So your next step is to ask your audience to take action.

Most importantly, you want to make it as easy as possible for your reader to take your desired action.

If you don’t, the likelihood is you’re not going to convert that engagement into an enquiry or a sale.

So include calls to action on every page of your website.

Take care to ensure your calls to action:

  • Minimise your audience’s perceived risks of clicking on the button
  • Communicate value
  • Are action orientated

Trust me. You’ll be glad you did.

And finally

If you would like help writing persuasive communications, then do get in touch. You’ll be surprised at how straightforward writing can grab your audience’s attention.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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