Give Them a Goal: 5 Actionable Tips for Creating a Persuasive Call to Action Crafting just the right persuasive call to action may be easier than you think, when you know your audience that is.
Your call to action is crucial. Your livelihood depends on people answering that call.
Everyone wants that call answered – including your competitors. If you want customers to choose you, your call needs to be the most persuasive. If you understand your target audience and believe in what you do, it’s easier than you may think to craft the perfect call to action that will inspire your visitors to become loyal patrons.
1. Stay True to Brand Voice
A firm, cold tone on a call to action only works if the entirety of your content is firm and cold. If your website is written informally and your brand has its own personality, that distinct flavor needs to make its way into your call to action. Rather than a detached “BUY NOW” button, try using different language. “Give us a shot” or “Let us show you” keeps the vibe mellow. Your call to action becomes less intrusive when it feels like a part of your brand.
2. Button Design is Important
You probably already know that a simple link isn’t going to cut it.
You need a button to create a better presence for your call to action. It’s not an “any button will do” kind of job. An obnoxious red button with a comical font may give a very unprofessional impression. Learn to design a great button, and use that design to your advantage. The button needs to look tempting to click. Little tricks like adding shadows and optimizing sizes for mobile users will get the job done.
3. Put it in the Right Places
There’s nothing worse than a call to action that your customer’s can’t find.
You know where it is, but do they? People aren’t going to jump through hoops to give you a chance. You need to make it easy for them. Call to action buttons should accompany all content that’s relevant to that call to action. You might also want to consider placing a call to action somewhere at the top of every page, even if it’s small. Don’t beat people over the head with it, but don’t make them use a magnifying glass to find it.
4. Be Available
Someone may be 90% sure that they want to click that button, but the nagging 10% won’t let them.
Maybe they have some questions they want answered before they follow through. They might need more information. If they don’t know where to get it, they aren’t going to take their chances. Consider adding live support chat as a feature to your website. Make it easy for users to contact you, and keep an FAQ that you regularly update.
5. Make Them Feel Safe
What happens when someone completes your call to action, but they aren’t satisfied with the end result?
Is their money gone? Can they get it back? How do they know they can trust you in the first place? Make sure any guarantees or warranties that you have are highly visible. Reinforce the security of your website, and display your security seals. People want to know they aren’t handing money over to a total stranger for something they may or may not like. If you go the extra mile to make your customers feel safe, they’ll be more willing to trust you.
The more time you invest into your call to action, the more your customers will be willing to invest in you. Don’t cut any corners, and listen to what your customers are saying.
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by Chris London of Pixel Productions Inc. The Everything Design Company