Getting the best response from your website audience isn’t all about having a great product or service or offering a great price or special offer. It’s important to get an understanding of your target market and talking their language. Unless you have a very technical product, your content should avoid jargon and be kept as short and concise as possible.
Copywriting for calls-to-action requires a great attention understanding of what triggers a response from your audience. Whatever your conversion rate with calls to action (CTAs), you should always be inclined to test different types through A / B testing or at least make minor changes to the message to try to improve the clicks and numbers of people fulfilling your call to action.
Here’s a few tips worth noting when writing for calls-to-action:
1. Keep the content concise – don’t use 100 words where 10 will do and don’t over-elaborate unless that content is required to sell your product or service. This is ultimately about knowing your product and why people chose to buy it.
2. Be consistent and relevant – don’t say something in your CTA that isn’t consistent with what you have said about your product or service elsewhere on the page.
3. Use action words – verbs tend to generate a better reaction with CTAs than other types of words as they encourage a specific action.
4. Use numbers – where possible and where it is meaningful to do so, use numbers to make your product more attractive.
5. Use words that imply you have some level of expertise in your chosen field – whether it’s an ‘exclusive’ or ‘insights’ or ‘advice’ or ‘hints’, be sure that what you are offering implies that it can’t be gotten easily elsewhere.
Applying these tips and split testing your content and CTAs will give you the raw materials to create a better conversion rate and see you get more profit from your website.