Industry Conversations, Tips & Ideas

Crafting the Perfect Call-to-Action
Posted by: Jaclyn on Monday, 12 November 2012

One of the most important pieces of any successful landing page is the call-to-action. Crafting the perfect call-to-action can be the difference between the success or the failure of your business, and by reading this article, you’ll be able to discover how you can create the perfect appeal that gets results.  

Objective and Focus

Your call-to-action will never be successful and effective without a clear objective. Each of your landing pages should only focus on achieving one goal and only ask the visitor to complete one single task. Once you narrow down your call-to-action, you must focus all content toward that one goal so that it is clear to the reader what they should do.

The “What’s In It For Me?”

In order for a visitor or reader to have any interest in completing the action you have offered to them or asked them to complete, they need to feel that there is something in it for them; that’s just human nature. In general, people often feel as though if they are going to give a little, they need to get a little in return. Many companies offer free shipping or discounts on first time purchases for example.

A Sense of Urgency

One of the things that makes people much more likely to answer a call-to-action is thinking that they might miss the opportunity if they don’t do it right away. One of the most effective ways to create a sense of urgency in your call-to-action is to put an expiration date on the special offer. You might also consider a message saying “limited time offer” or “for a limited time only” or “only until supplies last” at the top of your landing page.

Make it Easy

Once your visitor or reader knows what the call-to-action is and knows it is worth their time, it has to be easy to complete. This optimization might take the most time as you need to make sure every step is clearly marked and involves as few steps as possible. For the best optimization you might consider using colorful, bold arrows and headings. It is also best to keep everything on one or two pages, the more pages there are the more likely your potential customer will give up.

No matter what you’re selling — from used cars to milkshakes to cutting-edge software — it’s the call to action that produces the actual purchase. As such, make sure that you work through your strategy logically and with the end goal — making sales — at front of mind.

Good luck!