You know what’s really discouraging? When you’ve invested time and energy into developing and designing your shiny new website but you aren’t seeing results. Your content is top-notch, your site structure and keywords are clear, but you’re noticing one minor detail. No one is clicking on your “contact us” button. What gives?! In this week’s copywriting series we’re talking about your call to action (CTA). What works, what doesn’t and how to revise your current one to start seeing results.
To be completely honest, writing a CTA that compels your audience to take action isn’t an easy feat. We know because we’ve experienced it first hand. Today, we’re giving you five reasons why your CTA probably isn’t working.
1. Zero Sense of Urgency
If you take only one thing away from this article, it’s this: one of the main reasons why more landing pages don’t convert potential clients into leads is that the CTA has zero sense of urgency. You need to stoke curiosity among your readers. Some examples I’ve found to be effective include language such as: “purchase it now – receive your X” “send a package now” “sign up today for a 50% discount.” All of these CTAs encourage the potential client to do something that makes them feel like they’re immediately benefiting from their decision to take action.
2. No Freebies
Urgency and curiosity are usually evoked via free offerings. In this day and age, we’re conditioned to expect instant gratification. We like being rewarded immediately even if it’s for something small and it’s even better when it’s free. Some of our advisors offer complimentary resources to clients on their websites. A white paper, an e-book, or other portal resources will help build trust with your client and give them a taste of what you’re all about. Some language for CTAs include “join free for a month” or “schedule a complimentary meeting.”
You have a few seconds to convince potential clients to contact you. Do you want them to look at a chart of the stock market or your mission statement? Distractions consume valuable time, increase bounce rates and take away from your primary brand messages. Keep your messaging clear, decide on one CTA and keep things streamlined.
4. Putting The Client Second
Think about who your clients are. What issues or financial areas are they most interested in. Is it retirement planning, investments, estate and will planning? Identify their problem, show them that you understand their needs right off the bat. Instead of a “Contact Us” CTA, try out a “Yes, I’d like to receive a complimentary retirement plan.”
Traditionally, many blogs and websites have CTAs at the bottom of each post. However, research has shown that most readers only get 60% of the way through an article. Thus, having your CTA mid-blog post or mid-website is a great tactic for catching readers before they bounce off the page. Try different techniques and see what works for you and your clients.
Like everything, finding a CTA that works takes time. It’s only by testing variations of messages that you can be sure of what works. So next time you’re getting discouraged, try mixing up your CTA with some of these ideas. Send us a message to let us know what works for you! If you want more ideas, contact us or see what some of our clients have done in the past.
With experience counseling large, national consumer brands and emerging start ups, Mary’s focus is to help clients share unique, compelling stories with the world. She has spent the last three years building Public Relations, Marketing and brand identities for companies in the financial services industry. You can reach her via email firstname.lastname@example.org.