February 3, 2011

Ask for Action

Sometimes things are easier if someone else will just tell me what to do. That way of thinking especially applies to our websites and newsletters.

Your call-to-action is critical – it’s the reason for people to contact you. Use your website and newsletter to convert contacts into leads. Once they click on your call-to-action, they fill out a form… and then they become a lead. Simple, right?

How do you get your readers to take action?
  • Use action verbs. Start your line with a verb that requests action. Create a sense of urgency and tell people what to do. Make sure images and text are clickable.
  • Don’t just say what to do, say how to do it. Instead of saying, “Buy now,” say, “Phone this number to buy now.”
  • Give visitors something of value for free. Offer relevant, informational and non-promotional items for free to readers and website visitors. Possibilities include: e-books, how-to videos, tips and tricks, best practices, free trials.
  • Make your call-to-action stand out. It should grab your readers' attention.
  • Keep your sign-up form short. Don’t scare people away once they arrive at your sign-up form. Request their email address. Don’t ask for anything else unless it is really important. Don’t put other calls-to-action on your sign-up page. Once visitors are there, you want them to sign up only, not read your blog or visit another page.
  • Place your call-to-action everywhere. Put a call-to-action on every page of your website. Also use it in blog posts, your email signature, newsletters, videos and presentations.

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