Regardless of which type of content you use to promote your business, a call-to-action is necessary to encourage readers to complete a specific task when they are finished reading. While most content writers will use a call-to-action at the end of their articles, they may not be in control of the button you use or how you optimize that button. Talking to your web content writing service will help you learn what you can do to increase the chances someone will click your button and become a customer.
Make Your Button Stand Out
One of the most important tactics you can use to increase the number of people who click on your action buttons is to make them stand out. There are several ways you can do this. Asking your content writers to create a secondary line of content to go underneath the button can draw the eye toward the button and entice readers to click. In addition to adding additional text to make the button stand out, especially if there are other buttons on the same page, choosing a color outside your overall scheme can be a great option.
Simplify the Process
Some companies think adding a lot of buttons will increase the chances someone will click one. However, human nature actually has greater difficulty making a decision when they are presented with too many choices. While it is good to allow every visitor to choose from your available packages or make other decisions, you don’t want to overwhelm them. Talk to your web content writing service about how many choices is typical to offer your customers so they can feel good about the decisions they make. In general, offering three or four options should be the maximum. The goal is to make the choices easy for site visitors.
Don’t Disguise the Buttons
As you design your website, it is tempting to make everything look different so you stand out from your competitors. While this is a good thing overall, buttons are an exception. While it is important to make them stand out from the other content on the page, it is just as crucial to make sure users know exactly what to do with them. For this reason, you must make sure your button actually looks like a button so visitors know where they should click. Other tips for making your button obvious include:
- Using a 3D effect
- Choosing a contrasting, non-gray color
- Providing feedback when hovering over it
- Positioning the button with plenty of surrounding white space
- Pointing an arrow to it with instructions
Use First Person
Many content writers focus on second person when writing copy for the website because it speaks directly to visitors. While they may use first person to address your company, they should also use this tactic for creating the button. When the words you use on your button speak directly to your target audience by showing them how you can resolve their problem, it increases the chances they will click on the button and become a customer.
If your button stands alone on the page, it is easy to identify, but it may not trigger the clicks you want from users. To help entice them to click on your buttons, consider surrounding the button with attractive information, such as a testimonial, a short list of benefits, a special offer or a guarantee. This information will make your readers think about why they should consider clicking and increase the chance they will click through. You may need to try several before you find the one with the right impact.
Test It Out
Visitors will react differently from others. Just like your content writers consider your target audience when creating copy for your website or blog, it is important to think about what your customers want when you design a button. This may take some time to get it right. Track your number of click throughs to determine if any adjustments are necessary.
Buttons are a powerful marketing tool if you use them correctly. This feature is designed to encourage readers to take action based on what they just read on your website. When you work with your web content writing service and content writers to create buttons that stand out and offer value to your readers, you will increase your reader-to-customer conversions, helping you generate more sales.
If you are looking for someone to help you design your calls-to-action and buttons to attract customers, contact us. We can help you convert more of your readers into customers.