Writing the Call to Action: CLICK HERE TO LEARN MORE

There isn’t a lot that traditional, formal writing and content writing have in common. The latter is a bit more aloof. Which is why, as a writer, I get excited when an age-old element applies to both content and traditional writing. In this case, we are talking about “call-to-actions” and a thesis statement. In traditional writing, a thesis statement is usually the last sentence in the first paragraph. It’s purpose is to provide a concise explanation of the author’s goal. When it comes to content writing, a call to action provides a concise outlet for the next logical step when interacting with a website, and if it’s definitive, it can be mean the difference between a page view and converted sale.

When Call to Actions Go Wrong

There are two things you can do to ensure users WON’T be clicking on your call to action. The first is… you have too many call to actions. Think about it, if your site is saturated with instructions on what to do next, the audience will panic and close the window. No one wants to interact with a website that shouts at them. The second has to do with the design of the call to action. You want it to stand out and be seen. A good rule of thumb is to create the call to action with a different color than the rest of your website. If you can’t distinguish between a call to action and a normal site link, then your audience won’t be able to either.

So? Why not CLICK HERE?

Your business loves new customers. New customers have a need for a your business. This is how business, works right? Well, the times are changing. The best way to actually make money from your website is clearly defining, and showcasing, your call to actions. Everything else could be in order: your website is okay, you are active on social media, and you are gaining a following on your blog.

What’s missing?

A call-to-action provides your customers with a clear understanding of your business’ goals. The language you are using to convince them to do something besides click on the next page is important. You can choose the route of urgency, “hurry, offer ends soon” or you can choose the route of mystery, “find out more by clicking here.” Either way, you have to offer something else in addition to the information or entertainment they are already seeing. Here at ParadigmNEXT, we call this “content engagement.” The best engagement? Social interaction. This tells you that the audience trusts your content to represent them to their social circles.

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