Ok, you’re blogging regularly, working hard to create great content for your readers, optimizing all of it for search and building a library of branded assets that increase in value over time.
All is good right? Without a clear call-to-action in all of your content, probably not.
Guide website visitors with a call-to-action.
At the end of all of your content, what exactly are you expecting your visitors to do? If you’re not directing them with a Call to Action, you’re missing valuable opportunities including:
- | Furthering the nascent relationship you’ve just started with your reader
- | Capturing reader data through a conversion form
- | Sustaining their interest in your content through lead nurturing
Simply put, a Call-to-Action | CTA guides your readers to how they can receive more value from your site or blog. It’s one of the fundamentals of traditional direct marketing and it’s more important than ever for online marketing.
The best place to start content creation is at the end.
Your Call-to-Action should not be a superfluous afterthought to your content. It should be considered as your primary conversion goal and integrated when you are initially developing your content.
It should also align with how it helps to guide a prospect through a selling cycle. And this should map to a structured content calendar that addresses the needs of the prospects you are trying to reach.
The one thing you should always remember is to make your Call-to-Action super clear. Avoid the risk of confusing readers by presenting too many actions. Every Call-to-Action should be simple and uncomplicated for the reader to easily act.
Follow these steps for action + conversion.
Here are some simple techniques for creating a Call-to-Action that encourages a reader to take the next step in their journey to becoming one of your coveted customers.
1 | Define the desired action right from the start
Before you ever develop your content, be clear on what action you want them to take. Downloading an eBook, subscribing to your news feed, leaving a comment, responding to a poll—whatever you seek from them, make it clear and make sure that it furthers your relationship or the selling cycle.
2 | Keep It Simple Stupid | KISS
Whatever the call to action is keep it simple. If it takes too many steps or too much work, your readers aren’t going to bother and they will move on. As always, less is more.
3 | Call attention to the Call-to-Action
Instead of blending the call to action within the text of your post, make it stand out so it creates attention and interest. Try placing an oversize link near it, using a different font, or integrating a key image that demonstrates value.
4 | Don’t force fit
The call to action should naturally lead the reader so taking action seems like the logical next step. If there’s a disconnect with the logical action, readers won’t work to figure it out.
5 | Mix up your position
Try positioning the call to action in a different location for each blog post. If the reader gets accustomed to seeing the call to action in the same place they may eventually become immune to it and ignore it. By mixing up the position of the Call-to-Action, you can use your analytics to see which one is more effective over time. Don’t be afraid to experiment.
6 | Forget the hard sell and get in to WIIFM
Be clear and precise with the action you want the reader to take but avoid coming on too strong. If you hard sell the action this is the equivalent of badgering the reader until they get disgusted and walk away. Whenever possible, approach the CTA from the readers perspective.
WIIFM | What’s in it for me should be top of mind as you create a call to action that provides a benefit to your reader such as offering a freebie, entering their name in a giveaway, or providing a deeper dive on content that you’ve already delivered to them.
7 | Bring on the benefits
Stay positive and always highlight the advantages of taking action to the reader. Your prospects are always looking for solutions or ways to make their life easier. Keep the focus on their needs and how you can assist them.
Now that you’re up to speed on the value of an effective Call-to-Action, do this:
- | Share this post with your community
- | Leave a comment and tell us if we left anything out
As president and creative director of TeamworksCom, Paul develops brand strategy, engineers content to express customer value and creates integrated online and content marketing solutions to help businesses succeed. Connect with Paul, send an Email, or just call 415.789.5830.
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