The good news: Your traffic is up. The bad news: Your sales aren’t.
Perhaps your problem is that you’re not being direct enough with your audience. While it’s true that no one wants to feel like they are being sold to, most people still need a bit of direction or encouragement once in a while. What am I talking about? Using a call-to-action.
What’s a Call-to-Action Again?
The simplest way to describe a call-to-action (CTA) is the language you use to persuade people to take a specific action. Here are a few examples:
“Subscribe to our e-newsletter and you’ll get updates on new products and discounts sent directly to you”
“Start Shopping Now!”
“Download Our Free eBook for More Information”
“Become a member”
As you can see, the text can be different lengths depending on your needs, though shorter is often better because it’s more direct and easier to read. You also want CTAs to stand out in some way. This could mean making the text larger or a different color, or it might mean creating a button or form on the page.
Why Is It Important to Include This Kind of Language?
Calls-to-action can help your site in a number of ways, such as:
Bumping up traffic.
If you’re not seeing a boost in your traffic, the first step is bringing people to the site. Including clickable calls-to-action like links and pictures in your Tweets, emails, and Google+ tagline can help make that happen.
If someone clicks on a CTA to sign up for your e-newsletter, you now have the email address of someone who’s interested in what you do.
Same goes for anyone who signs up for an account on your site even if they haven’t made a purchase yet. These people are on the hook; you just have to reel them in.
Maybe people are coming to your site for the killer content, but they aren’t even aware of the services or products you offer.
Placing clear calls-to-action on common landing pages can help funnel people to the most important pages on your site.
Obviously, the most important thing a call-to-action can do is get someone to click Buy Now and go through with the sale.
In fact, Buy Now is one of the most common calls-to-action that most people don’t even notice.
As mentioned above, sometimes people just need a little bit of direction to know where to go and what to do. The trick, of course, is in giving them this little nudge without pushing them away or overwhelming them.