A “Call-to-action” is a MUST

You’ve created this beautiful ad. Its colours are just right.  The layout has such appealing flow. The visual really captures your product/service. It says everything you need to tell the potential customer.  …so what now?  Did you include the call-to-action?

A call-to-action can be the easiest step for many business owners to forget to include.  Designing an ad and creating the content takes a lot of work, and when it’s all said and done, you’ve probably been so involved in the process that it seems obvious that what you’re trying to get out of it is an engaged audience and increased revenue.  For your readers, however, they haven’t yet created the emotional attachment to you and your business – at least not to the extent that you’re connected to it.  They may love your ad, be excited about your product, and walk away with a phenomenal impression of you, but if you don’t tell them what you wanted them to get out of it, walking away may be all that they do in the end.

What’s the point of a call-to-action?  It encourages viewers to take the next step to purchase, click, visit or whatever you need to be your end result.  Even in the most obvious of circumstances, you have to remember that the intent may only be obvious to you.  For example, if you have an accessories store in Fairfield, Connecticut and post an advertisement regarding a limited time sale, you’ll likely think that it’s quite apparent that your readers will run to your business to nab the deal.  In reality, those viewing your ad may not know if they should click to get a coupon, go in-store, or buy online.  Similarly, if you write a blog without a call-to-action, your efforts may be lost.  When you write a great blog on the hippest necklace trends, if you don’t tell your readers to “share” or “like” the article, they likely will think there is no further action to take beyond reading.

So how to do you keep your audience engaged with a quality call-to-action?  Here are some simple things to keep in mind to help you design an optimal outcome from your readers:

• What’s your objective? Remember, you created that page for a reason, so define that reason, and work from there.
• What do you want them to do? You should have a single, simple goal with your call-to-action. Don’t get caught up in muddled messes. Think about what you want your audience to do, and be clear with that command.
• Why should they do it?  Although a call-to-action is a command, simply telling your readers to do something isn’t always enticing. Would you be more likely to “click here” or would you be more likely to “make your purchase by December 15^th to enjoy these savings”? Put yourself in your customers’ shoes when designing your commands.
• Are you being overwhelming? No one likes abrasive sales pitches. Don’t go crazy with a ton of command on a single page.  One should be enough, but if you do choose to have multiples on the same page, be careful not to overwhelm your readers.

A great product or service is, of course, the first step for any business. But when all is said and done, if you haven’t told your readers what you want them to do, you may be missing out.  Don’t forget a great call-to-action, and you’ll make the most of your online space!

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If you enjoyed this blog, you may also enjoy reading, “The Myth of the Freelancer”