As a business owner, the call to action is one of the most important things that you can use to promote your product. A good call to action will bring in potential revenue, and inspire a customer to do what you want them to do, when you want them to do it.
To have a truly engaging call to action, you must first lay the foundation, and explain the call to action. Tell the people what they are getting by clicking that button, and not just in the “Click Here for (insert call to action)” format. Be conversational, and add a human element to the explanation. Of course, clarity and conciseness are key to any call to action, but treat your message as if you are writing to someone in particular. In addition, offer up something in exchange for their information, such as a whitepaper piece or something else that will get your audience to put in the time and effort to click on your link.
As far as text is concerned, there are a few points that are integral to any great call to action. It is not enough to just tell someone what to do; you need to tell them how to do it. Hold the hand of the person that you are trying to entice with your copy, and make it as easy as possible for them to get to where you want them to go. Again, remember that clarity and conciseness are paramount, so use short, direct commands in your directions as well. Another thing that needs to be kept in mind with your copy is to use strong and commanding verbage in your call. In addition to this, utilize words that will emphasize a sense of urgency in a consumer. Never underestimate the power of a “limited-time” or “one night only”.
Finally, once you know what you want to do, and the words that you will use to get there, you need to design a button and graphic that will catch the eye of the viewer. Distinguishing your call to action is the most important thing that you can do. Make it big enough that it will be seen as an entity of its own, but position it so that there is plenty of whitespace as well. Use colors that will set your call apart from the rest of your site, but make it fit. For example, if the colors of your website are blue and orange, and the background of your website is mostly blue, use orange as the primary color for your button. Make it fit the theme of your website, but make it stand out.
With these simple steps implemented, your customers will not only see your call to action; they will heed it as well!