{"id":266,"date":"2012-07-31T15:04:10","date_gmt":"2012-07-31T15:04:10","guid":{"rendered":"https:\/\/blogs.poly.com\/?p=266"},"modified":"2012-07-31T15:04:10","modified_gmt":"2012-07-31T15:04:10","slug":"write-a-call-to-action-that-clicks-with-your-audience","status":"publish","type":"post","link":"https:\/\/blogs.poly.com\/write-a-call-to-action-that-clicks-with-your-audience\/","title":{"rendered":"Write a &#8216;call to action&#8217; that clicks with your audience"},"content":{"rendered":"<p>Your website sparkles. The copy is crisp and optimized for search and the graphics are compelling. \u00a0It\u2019s also easy for visitors to navigate through the site to get information. You\u2019re getting lots of traffic, but visitors aren\u2019t taking the next step and responding to your calls to action.<\/p>\n<p>The response to your email marketing is similar. You\u2019ve crafted an attention-getting headline, the copy is concise and easy to read, and you\u2019ve spelled out all the benefits of your product or service. You\u2019ve even updated your database so you know you have the right targets. Still call-to-action click-through results are disappointing.<\/p>\n<p>Maybe your call to action isn\u2019t clear or it\u2019s just not sending a message that inspires your audience to click through. Your call to action should motivate your audience to act \u2013 immediately. An effective call to action can help to generate the results you want.<\/p>\n<div id=\"attachment_267\" style=\"width: 251px\" class=\"wp-caption alignright\"><a href=\"https:\/\/blogs.poly.com\/wp-content\/uploads\/2012\/07\/Big-trends-call-to-action.jpg\"><img aria-describedby=\"caption-attachment-267\" class=\" wp-image-267\" title=\"Big trends call to action\" src=\"https:\/\/blogs.poly.com\/wp-content\/uploads\/2012\/07\/Big-trends-call-to-action-282x300.jpg\" alt=\"\" width=\"241\" height=\"256\" \/><\/a><p id=\"caption-attachment-267\" class=\"wp-caption-text\">Plantronics Big Trends for Small Businesses \u2013 <a href=\"http:\/\/www.plantronics.com\/us\/solutions\/small-medium-business\/tech-trends\/\">Get it now<\/a><\/p><\/div>\n<p>Here are some things to keep in mind when creating your call to action:<\/p>\n<p>Language and tone: Strong command verbs encourage action and clearly tell your audience what to do and what they will get by clicking. Examples include:<\/p>\n<ul>\n<li>Download now<\/li>\n<li>Subscribe today<\/li>\n<li>Buy now<\/li>\n<li>Start your trial now<\/li>\n<\/ul>\n<p>Spell out the benefit: identify what you can do to help your audience fulfill a need, solve a problem or achieve a goal. It\u2019s not about what you can do and how you do it. Your audience should be able to grasp the immediate benefit to them.\u00a0 \u201cCut high energy cost. Read how\u201d is more compelling to your audience than \u201cLearn about an energy saving program.\u201d<\/p>\n<p>Create a sense of urgency: \u00a0Your goal is to get your audience to click on the call to action now. If they wait until later, they may find another company who provides a similar product or service. \u201cFind out how to protect your data\u201d does not create the same sense of urgency as \u201cDon\u2019t let data intrusion take down your company. Call now for a free consultation.\u201d<\/p>\n<p>Size: Make sure your audience can see the call to action. You don\u2019t want it to dominate the page, but make sure it is clearly visible.<\/p>\n<p>Visuals: Use contrasting colors so that your call to action stands out from the rest of your copy. Also consider using various icons \u2013 arrows, plus signs \u2013 to distinguish call-to-action buttons from surrounding elements.<\/p>\n<p>Location: Consider placing your call to action at or near the top or \u201cabove the fold\u201d (on a Web page it&#8217;s the part that\u2019s visible without scrolling) not just at the bottom of the page where your\u00a0 audience may miss it.<\/p>\n<p>Link to appropriate landing page: Don\u2019t link to your Website home page. Link to a specific landing page so that your audience doesn\u2019t have to search for your offer.\u00a0 Also the design and copy of your promotional call to action and landing page should be consistent so that the audience can easily spot it.<\/p>\n<p>In call to action, the operative word is<strong> action<\/strong>. Write call-to-action copy that encourages it.<\/p>\n<p>Help us get out the vote<\/p>\n<p>It\u2019s an honor to be among the nominees for the 2012 Small Business Influencer Awards. Voting is underway and continues until August 5. You can vote daily until then.\u00a0 We appreciate your <a href=\"http:\/\/influencers.smallbiztrends.com\/small-business-vendors-2012\/plantronics\/\">vote!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your website sparkles. The copy is crisp and optimized for [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[510],"tags":[660,661],"_links":{"self":[{"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/posts\/266"}],"collection":[{"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/comments?post=266"}],"version-history":[{"count":0,"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/posts\/266\/revisions"}],"wp:attachment":[{"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/media?parent=266"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/categories?post=266"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.poly.com\/wp-json\/wp\/v2\/tags?post=266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}