Take Action

So you’ve already planned out what you need for your website. You already have an overarching goal for your site and understand how each of your pages support this overarching goal. So let’s start really talking about the components you need to include on each page and how these all work together. First up: Give direction with a Call to Action!

What is a Call to Action (CTA)?

Most websites have a main call to action on the home page. A call to action is the section of your page that leads your visitor to take the next action. We want to make it simple for our reader to know what to do next.

• Call Now!
• Click Now!
• Download Now
• Call for a Free…
• Schedule an appointment

CTA Appearances are Everything

Studies have shown that placement of your call to action is important, so pay attention to where you look most often when you visit a website. Do you always scroll down a page when you land on it? Do you find yourself starting to read, but as you move down the page you switch to skimming the headlines?

You’re not alone! So place your call to action “above the fold”, on the upper section of your home page that will be seen before someone starts to scroll down the page. Consider a pop up call to action triggered to show up when it appears your reader is leaving the page. (Those popups that appear 2 seconds after you land on a page are annoying and don’t give you any time to see if you’ll even be interested in what the writer has to say, so adjust your timing!)

Make your call to action stand out by using an accent color, not tacky / clashing colors or animations that will make your site look old and dated. Instead try creating a border around your Call to Action and a button with your action word(s) as a prompt.

What Should it Say?

The call to action you use should lead to something directly related to your service. For example, if you’re a copywriter, offering a freebie with some useful copywriting hacks might show your readers a glimpse into your abilities and offer them a quick way to improve their own writing at the same time.

Use words like:

• Get
• Download
• Start…
• Build
• Grow
• Discover
• Claim

When I was in school my English teacher always used to remind me to use adjectives and verbs. Adjectives would help round out my stories and draw the reader in more, and verbs would make them more exciting and keep the story moving forward.

The same is true on your website. Using action words naturally prompts the reader to take the next step if they can relate to what you’re offering. However, using words like “submit” and “order” aren’t very descriptive or action-inducing. They’re words we tend to gloss over now and won’t lead to as many people taking that next step in positioning themselves where you can build a relationship with them.

Some good examples of Calls to Action I’ve been collecting from around the web are:

• Sign me up!
• Send me [specials, newsletter] now!
• Claim your [free download]
• I want to learn more!
• Yes, I’m ready!
• Heck Yeah!
• Let’s Chat!
• Become an Expert
• Start my course
• Start Today
• Let’s Connect

Take Action

Do you have an idea for your Call to Action and want to bounce it off some people to make sure it will connect? Join the Simply Launched facebook group! There you’ll find a safe place to try out your ideas as well as free training for planning, creating and launching your website!