It’s easy to use a vague term or call to action when trying to get people to the right place on your website. But is vague really getting you business?
“Learn more”, “click here”, “sign up” are common. What am I learning more about? Clicking here takes me where? The copy surrounding the button and clear up the destination. Yet it still leaves room for misinterpretation.
“Keep reading” or “See more” work on links to a blog article. They are soft, but still clear in context. Especially when paired with styles such as a card layout where everything related to the article is contextually related by a border or background.
Key calls that are asking people to engage, however, need to be strong. ‘Sign up for our weekly newsletter’ is much clearer than a vague ‘sign up’ in the middle of a page.
When calling people to action, you need to avoid getting cute. What might seem fun or good humor can easily be taken out of its context and become confusing. Remember, you want to encourage and drive clicks forward. Confusion means they are out of there.
You also need to be strong.
Please in a call to action is weak. Please says “If you are in the mood, could you maybe click this button here, maybe?” “Please sign up for our newsletter” sounds whining or you are desperate. Instead, “Sign up for our Friday Thoughts today!”, is much stronger and more likely to get clicked.
Color and style matter too!
Your call to action should stand out from everything else on the page. If I want you to get started with my service, then all my primary calls should be bright red in large letters. My secondary call should be a different color. And there should ONLY be two choices on the page.
In this example of start service, the secondary could be a learn more about the service or sign up for a newsletter. When you add 50 paths to go, none of them matter anymore. Your customer is lost.
Unless you want to lose them to cute photos of kids and dogs, your call should NOT go to social media. That is a good way to never see them again.
Stop losing your prospects with confusing calls in emails and on your website.
Need some help with your calls to make them clear and strong? Reply to this email and let’s work together to create a clear action path.