Writing a call-to-action can be challenging, it used to be my least favorite area of web copy. Picture this: you are writing a web page, and need to write an impactful call-to-action. Honestly, how many of you sigh and just hope that ‘Click Here’ will be enough?

Even though the call-to-action is challenging to write, it is often the most critical part of any web page. Most websites are designed to be vehicles for actions such as, "Add Item to Cart," or "Watch this Video." Users want to be directed to a critical path as simply as possible and they want you to tell them where to go next. A clear call-to-action makes next steps intuitive, and allows them to bypass text longer than three lines. If your call-to-action is difficult to find or is unclear they will likely give up.

I have seen the impact of a solid call-to-action. Our website conversion rate optimization team has conducted a series of A/B tests over the years, and created a process to make them successful and easy. Crafting a solid call-to-action can transform a page, and is a critical element of a conversion optimization strategy. Let’s learn how.

Keep a List of Phrases that Work

This step can make the process less daunting. Start this by making a list of your current calls-to-action. Run through all of the tips below, crafting and changing different actions for different pages. Before you start testing the variations, make sure to set a general benchmark for conversion. This will help you mark improvement based on the changes, and select the phrases that work best.

After you find the phrases that optimize your web conversions, then you will have a resource (or at least a starting-point for future web copy.

Insert a Keyword

Keyword optimization of your action-phrases is not only good to increase your rank, it can also lend relevancy to your web page. It’s very similar to your Google Ads. When a search term matches text in an ad, Google highlights it to add relevance and entice searchers to click on that add. If a person reaches your page, and sees the exact or similar phrase in your action phrase, they will feel a stronger connection to the company. They will feel like you understand their need.

Focus on the Need

I read an article earlier today on the Graphic Design blog that talked about ego-centric web pages. It discussed how copy writers focus on the company alone and not the user. It is very easy (and we’re all guilty of it) to focus too much on the benefits of the company, rather than how the benefits solve a user’s need.

Think about it. If you read an action-phrase that said, "Fill out this form so we can spam you forever," would you want to click on it? Okay, so maybe that phrase was a little extreme, but some variation of that is usually what a company uses, only they use fancier words. You have to consider how the action-phrase will solve a need.

For example, "Need more information regarding insurance? Contact us to get the lowest insurance quote."

Distinguish from other Text

This is a really quick hit. Distinguishing the call-to-action from the other text on the page sets it apart and makes the next step clear. According to user experience design principles, there are a few key ways to distinguish your call to action:

• Making the Text Larger

• Making a Button (not super SEO friendly)

• Make the Text Bold

• Change the Color of the Text

• Give the call-to-action its own line

Placing Action as soon as possible

Applying an ASAP strategy to keywords and your call-to-action phrases will always serve your search engine optimization strategy well. The fact of the matter is that people get overwhelmed by even small amounts of text.

For your web page, place the call-to-action below the first paragraph. This way, if you are lucky enough to entice them in the first paragraph (or sooner) they won’t have to search for the next step. Do not put the next step at the bottom of the page! The real estate below the page scroll is undesirable because you will likely lose user interest before then.

Testing

Split testing was solid advice from Social Fresh columnist Renee Warren. She recommends that you make minor changes to your action-phrase to improve your conversion results. This is wise to conduct, but make sure that you are recording conversions along the way, and have a benchmark to measure the result of the change. This is another way you will build the final list of action phrases.

Consistency

Create a consistent structure for your action-phrases. Not only will this make crafting them easier, it will give users a consistent message throughout your site, (i.e. this is what to click if I want to act). It doesn’t hurt from a branding perspective either.

Now what kind of search visibility company would we be if we didn’t include our own call-to-action? Granted, we didn’t put it at the beginning, but we did not want to sell you too quickly. This is one of our specialties, and we enjoy the opportunity to help people improve their online ROI, through quick-hits and long-term strategy.

Learn more about how our search visibility and conversion rate team optimization can help you improve your website conversions to increase your customer base at www.amadeusconsulting.com