One of the most important elements of your web site traffic is the "call to
action." Your site may have a compelling headline that grabs your
web traffic visitors' attention. It may have well-written salescopy, great graphics,
awesome navigation, fantastic testimonials, and an unbelievable opt-in
offer. But all these things aren't going to mean squat if you don't
include a clear call to action!
Take a moment to consider the purpose of your web site. What is it
you want web site traffic people to do when they visit your site? Find out about the
benefits of your product? Sign up to receive your free newsletter? Make a
Now ask yourself: Does your site tell your visitors exactly how
to do these things?
Your visitors need to know what you want them TO DO. If you don’t
tell them to purchase your product or subscribe to your free
newsletter, how can you be sure they’re going to take that action?
Be explicit about the actions you want your web traffic visitors to take. Your
straightforwardness will have a direct impact on your sales!
The Power of Suggestion
Just in case it's been a while since you brushed up on your
marketing lingo, a call to action is a strongly worded suggestion that
clearly states what action you want your visitors to take. It encourages
people to take that action and tells them what will happen if they do.
For example, the following phrases are all calls to action:
here to subscribe!"
our affiliate program."
to your shopping cart."
now to take advantage of this limited-time offer!"
It's a good idea to include an emotionally appealing benefit in
your call to action. This convinces web traffic visitors of the value of your product
and encourages them to take the action. For example: "Read on to learn how you could
save tens of thousands of dollars on your next home
You want to pique people’s interest and make them believe that
taking the specified action will offer them a direct benefit. After all,
who wouldn’t want to save tens of thousands of
The most obvious and important call to action, of course, is the
one that asks web traffic visitors to make a purchase. This is the crucial
moment: asking for the order and CLOSING THE SALE.
You know, it's amazing how many people simply neglect to ask for
the order. This simple oversight can be deadly for your business;
in fact, studies show that you can increase your sales by at least 80% by
clearly instructing your visitors how to make a purchase!
Don’t Rush It!
The call to action that asks web traffic visitors to make a purchase is THE
make-it-or-break-it moment. However, closing a sale is like lining up a
pool shot -- you don’t want to rush it!
It takes a LOT of work to close the sale, which is why you can't
just skip to this point right away. Before you get there, you have
- Emphasize the benefits of your product or service by
answering the all-important customer question: "What's in it for
- Establish your
credibility by citing credentials, including customer testimonials, etc.
- Overcome objections
- Build value into
- Back up your offer
with a strong guarantee
- Offer valuable
bonuses with the purchase
Once you've done all these things, then you can ask for
the order. In fact, you MUST ask for the order at that point! Otherwise,
all the great work you've done will be wasted.
Don't Beat Around the Bush!
Online entrepreneurs often make the mistake of "implying" what they want their visitors
to do, rather than explicitly stating it. Don't be coy! You may wish to
avoid coming across like you're "ordering" your web traffic visitors to do something,
but unless you blatantly explain what you want them to do, you're going to
see mediocre sales.
Make sure you tell your visitors exactly what you want them to do!
You have to spell it out as clearly as possible. Use direct,
action-oriented words such as:
- Subscribe (to a newsletter)
- Click (on a link)
- Fill out (a
- Read (an
- Enter (a
- Join (an affiliate
- Buy (your
Don't leave it to your navigation to direct people. Most web traffic visitors
will only click on a link if they know it will lead them to something
they're looking for.
Make Them an Offer They Can't Refuse!
In your call to action, draw your visitors' attention to the
benefits of your product or service. Neglecting to emphasize the value of
a product is the number one mistake copywriters make!
Be sure to highlight benefits such as...
and convenient to use
for the environment
- Children can't get enough of it
dog will never have fleas again
Mention the problem your product addresses and present your product
as the only real solution to that problem. For example, you can urge
web traffic visitors to: "Order now -- don't delay!" or you can add a more
persuasive argument by stating: "Order now and boost your energy
levels through the roof in less than a week!"
Promise specific results and back them up with a guarantee. Instead
of saying, "By
using this product, you'll increase your sales," say, "Your sales will increase by up
to 20% in 30 days or less -- guaranteed!" This establishes a higher
perceived value in your product.
Whenever you can, include a persuasive tidbit that piques your
web traffic visitors' interest or adds to your credibility. For example...
- A link that says "About Us" is informative, but doesn't give the
reader a good reason why they should care. A call to action like:
"Discover why over 20,000 business owners trust us" is far more effective.
- A link that says "Products" is
far less compelling than a link like this: "Click here now to find the best
tool for the job."
Encourage web traffic visitors to think of your product or service as something
that already belongs to them. Transfer ownership by actually including
them in your call to action: "Order now and your mirror will
be showing a new you with a full head of hair in less than 60 days --
Try to instill a sense of urgency so your web traffic visitors feel compelled
to make a purchase right away rather than leave and return to your web
site later. You can create urgency in several ways. For example, you can…
the time for which your offer is available: "Available for the next 5
- Limit the quantity
of products or services you offer: "Available only to the first
100 people who order!"
- Include a discount
for a limited time or on a limited quantity of products.
- Include bonus items
for a limited time or on a limited quantity of products.
However, you have to follow through on any such claims you make, or
your credibility will be ruined.
It Shouldn't Take People any Longer Than 3 Seconds
After your headline, your call to action is THE most important
element on your web site. It should stand out from the rest of your copy
and be easy for your web site traffic visitors to find. In order to draw attention to it, use bolding, a larger font size, a different color -- whatever best suits
the style of your web site.
To test the effectiveness of your call to action, ask some friends
to look over your homepage. How long does it take them to find your call
to action? As a general rule, it shouldn't take people any longer than 3
Don’t forget, your call to action is what reflects the true purpose
of your web site. It's the key that gets your web site traffic visitors to do what you want
them to do. Take the time to craft enticing copy that really encourages
your visitors to take action. If you make people an offer they can’t
refuse, your sales will really soar!