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How do you write your call to action phrases?
This is a question that I always ask myself and hear all the time from customers at my day job too. Bottom line: Clarity Trumps Persuasion.
Marketers tend to fall into the creative type and this can actually HURT them when it comes to creating effective calls-to-actions. The end goal is to GET THEM TO CLICK!
Be crystal clear about what offer is in your CTA. If you are offering something specific, then be specific. “Click here for your free Consultation/Guide/Quote whatever it is tell the visitor what they can expect if they click. If you are hosting a free webinar, say ” Register for our FREE webinar on X”. X should clearly convey a compelling benefit for the visitor in receiving the offer.
In the below example, the call to action “start free trial” is very clear as to what you will be doing once you click. They also include an image along with clearly conveying the benefits the visitor will get by starting a free trial in the supporting text.
In summary, your call to action phrases should very clear, very concise and should convey exactly what the visitor should expect. Stick with phrases that make the visitor take action and avoid being to creative with your copy…this will only add confusion which wont get you the click!
Lastly, it is always a best practice to test test test, optimize optimize optimize. Call to action phrases that work great for one website may not translate to the same results for yours. That’s why it is important to test your call to actions to understand what is working. We’ll review in later posts how you can test your calls to action.