Good Copywriting Compels Readers to Act
Website Copy Must Include a Call to Action
Do you know what nearly every page of your website should have? The answer may surprise you. It’s not your logo or even your phone number.
Every page needs a call to action. Provide the information relevant to the page’s topic, but then give your visitors clear instructions on what they should do next. Leave out that push at the end, and you risk having them desert your site without a trace. A call to action can be anything like:
• Place an order
• Call to speak to a salesperson
• Request a quote
• Opt in to receive our newsletter
• Subscribe to our blog
• Visit our FAQs page for more information
The purpose of your website is to generate leads and sales. So write your copy with that objective in mind. Every page should move your visitors closer to that goal. Tell them exactly what to do and how to do it.
Even better is to write copy that encourages them to take action sooner rather than later. Give your visitors an incentive to act now. Some of the techniques you can use are:
• Give a discount
• Offer a free gift or bonus
• Provide an upgrade action before a specific date
• Give a deadline for ordering
• Offer a free consultation
• Warn of an upcoming price increase
• Provide a coupon with an expiration date
• Include a guarantee
• Explain that supplies are limited
Convey to your prospects the benefits they’ll realize if they take action. Write your copy using clear language and specific instructions. It’s okay to be blatant. Your visitors shouldn’t have to guess at your meaning. They have a myriad of other things competing for their attention, so don’t be timid. Use active words like call, buy, register, subscribe, order, sign up and donate.
Don’t leave any question in their mind about what you want them to do next. Make it easy for your visitors to see the path they should follow. Finally, think through the sequence of events when they do respond. The rest of the process needs to be as carefully planned as the call to action itself.
Website copywriting must be persuasive. It should compel the reader to act. The payoff is that when done right, well-written website copy generates results and helps you achieve your objectives.
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Need help writing your website? Susan Greene writes compelling copy that gets results. Contact her to discuss your project today. Susan@SusanGreeneCopywriter.com or 407-578-5528.
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