Many times the focus of content creators is on documentation, analyzing search intent, and crafting quality text.
However, there is another important step to take in lead generation, which is the creation of incisive call-to-actions to stimulate conversions and increase sales.
A good copywriter must therefore be able to complement texts with engaging and direct calls-to-action that finalize the viewers’ attention toward taking actions beneficial to the business.
What are calls to action
A call to action (CTA) is a call to action placed in a web content to prompt the reader to take an action beneficial to conversion goals.
The call to action can be simple text as well as a button or widget placed prominently,. It can be an element with the function of transporting the user to another page where they can take a desired action, such as leaving their information in exchange for an appealing free product.
Devising compelling call-to-actions is a task that is far from obvious and not necessarily easy to accomplish. Indeed, one must be able to combine clear indications of what one wants users to do, with an idea of the benefit that will accrue to those who will accept.
In fact, the CTA is critical in lead generation campaigns to convert casual visitors into actual customers and to get them to take actions such as:
- request a quote
- requesting more information
- download a trial of a product
- download an ebook
- subscribe to the company newsletter
- invite to share on social media
These are also very useful invitations to create a strong community around one’s brand and to increase the visibility of content.
Many times it makes use of phrases such as “Click here,” “Discover now,” and “Sign up now” to make the action to be taken obvious.
Once the user clicks on the call to action, they are on a landing page that either urges them to take an action (e.g., provide their contact information to sign up for a newsletter) or thanks them for taking the action (e.g., thank you page after placing an order). In this way an occasional contact can be turned into an actual lead (business contact).
We thus have a process like this:
- landing on the landing page
- identifying the call to action
- clicking on the call to action
- landing on a “thank you page” that delivers what was promised and says thank you
How to create effective call to action
An effective call to action must be able to reach the viewer’s attention and prompt them to take the desired action.
The important thing is always to put the user’s needs at the center, to act on the levers that are really able to push the user to take action.
An effective call to action must:
- express how it is able to satisfy the person’s need
- nudge the viewer in a “gentle” way to take the action toward the product or service you are offering
- clearly state the action you want the reader to perform
- adopt the company’s usual tone of voice.
The CTA should be concise and direct and clearly express the benefit the reader will receive if he or she takes the suggested action.
The call to action must be placed in strategic locations on the page so that it is clearly visible and entices the user to click.
It should point directly to indicate the action to be taken and the promised benefit, without getting lost in frills.
Some examples of effective call-to-actions might be:
- Join our community and learn all the tricks to earn money!
- Download our software and keep track of all your expenses
- Leave a comment and share with your friends
- Save now
- Discover our Free Guide
These texts aim to make it very clear in a few words the benefit that those who perform the required action will receive, without diluting, inviting the viewer to act immediately.
Although using verbs in imperative form may seem aggressive and “rude,” it allows for more direct reception and prompts action more effectively.
Netflix’s call-to-action:
“Watch what you want anywhere. Cancel anytime you want
Free subscription for one month.”
is effective since it expresses the benefit of watching countless products, as well as the ability to subscribe for free with no commitment and easy to cancel.
Trello reports instead:
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to illustrate how the proposed product succeeds in increasing users’ productivity.
Evernote reports:
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which hints at the benefit in terms of streamlining the work it offers, and then invites you to sign up now.
It is then a matter of choosing the right combination of form, text and color that will capture the viewer’s attention and propel them to action.
To assess the effectiveness of each choice, special A/B tests are conducted: these involve changing a small number of elements so as to assess which arrangement yields the best results.
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