Remember the last time you went down a rabbit hole?
Not a literal rabbit hole, Alice — a rabbit hole on a website. You jumped on, unsure what to expect, and 20 minutes later you had eight tabs open and were so immersed you couldn’t remember what day of the week it was.
Chances are, it wasn’t by accident. That rabbit hole was carefully engineered by someone anticipating your needs and leading you in a specific direction.
As a business owner, keeping visitors on your website as long as possible is advantageous. The more pages visitors read, the more they position you as a credible expert in your field, and it’s only a matter of time before they move down your sales funnel.
But how do you dangle that carrot effectively? If you want to learn how to write a call to action that draws visitors in and doesn’t let them go, keep scrolling.
Never leave the next step you want website visitors to take up to chance.
Let’s say the perfect prospect finds your site through a Google search and reads a single blog post. What is it you want that visitor to do next? Visit another page? Download an ebook? Sign up for your newsletter?
If you don’t explicitly guide them to that next step, chances are they’ll return to Google and start searching for your competitors.
So, on every page (yes, every page) invite your visitors to take the next step, and make it abundantly obvious what that next step is. Not to equate humans to sheep, but sometimes, we need to be herded. Playing the role of shepherd will keep visitors on your website as long as it takes for them to see you as someone worth buying from.
The question becomes how to write a call to action — the right kind of call to action — that’s obvious without being condescending, and effective without being overwhelming.
How you write a call to action, and which action you want a visitor to take, depends on how you’ve crafted your marketing funnel.
You’re probably already familiar with calls to action that ask visitors to “call us” or “complete a form.” These are fine, and history demonstrates their effectiveness, but they don’t fit every scenario. Fortunately, there are lots of others to choose from.
If you want to write calls to action that are appropriate for every aspect of your marketing strategy, consider these additional types:
We’ve already established that every page needs a next step, but how do you know which next step is best for your visitor to take?
If you want to know how to write a call to action that’s relevant, consider the following:
To ensure the highest success, continuously test different CTAs and analyze the results. Monitor click-through rates, conversions, and other key performance indicators to determine which CTAs are most effective and adjust accordingly. Tweak, improve, rinse, repeat.
Now that you know what types of CTAs are available in your toolbox and how to choose which one is most appropriate for each page, how do you actually write the call to action?
Here are some simple best practices for getting started:
If wondering how to write a call to action overwhelms you, you’re overthinking it.
Put yourself in your prospect’s shoes. What is the most logical step for them to take so they stay inside your ecosystem for their research and aren’t tempted to open a new tab and turn to your competitors?
If you don’t offer the next step, they’ll look somewhere else. If they don’t assume you have an answer to their problem, they’ll find someone who does.
Your goal is to keep visitors on your website as long as it takes for them to move to the next step of your marketing funnel. That can take time and, sometimes, many, many clicks!
So, go ahead. Start digging a rabbit hole for your prospects to explore!
Joel Widmer is the Founder & CEO of Fluxe Digital Marketing—a content marketing shop that helps smart businesses create, produce and promote their content through a unique one-on-one interview process. When he’s not working, Joel can be found trying new restaurants with his wife, son, and daughter.