A call to action is simply telling the reader what you want them to do next and it’s essential for direct response content because direct response copywriting succeeds or fails on whether the target reader takes the desired action. Yet many business websites, fail to include a call to action, leaving their reader without a clue as to what to do next.
Result? You could lose a potential sale or the chance to gain a new lead. Most people will give up and leave your site even if they are interested in your product or service.
Don’t rely on your prospect figuring it out – you must tell them – in detail- what you want them to do, how you want them to do it and when you want them to do it. Clarity is crucial. Even when it seems obvious to you, it often isn’t to your buyer. And it could be the difference between a lead, sale or lost prospect.
If there are several steps in your process, break them down, write simply and ensure your content guides them right to the end of the process. Don’t forget to tell them what to do and what to expect once they’ve completed their order or download.
For example you should tell them:
- What will happen next?
- What should they expect?
- How will their product be delivered?
- How long will delivery take?
- Who do they call if they have questions?
Even if you have mentioned these previously in your copy, re-state them. People are so busy; it’s easy to forget details they read 5 minutes before. So ensure you re-state your answers to all possible questions.
Here are some examples of calls to action
- “Call today for a no-obligation free consultation…”
- “Order now and get free delivery…”
- “Order today and save 20%…”
- “Call our 24 hr hot-line if you have any questions…”
- “To learn more about how our Business Tax Saving Program works click here to request a case study featuring a company in your industry…”
- “Subscribe today fand get a free report on The 19 “New” Rules of Social Media Copywriting…”
- “Reply today and we’ll extend the 15 day free trial to 60 days…”
Inspiring action is the most important goal of your sales or marketing piece. Whether it’s online or offline copy, if it lacks a strong call to action it has probably failed.