Tell readers what to do
Readers expect you to tell them what the next step is, so don’t leave them guessing. Make sure every page has a call to action.
If your reader reaches the end of a page and there is no call to action, you’re putting the responsibility on them to make a decision. Should they call you? Email you? Hunt your website for a contact form? Search for your Facebook page?
People like getting clear instructions as it makes life easier – they don’t have to figure it out themselves and are less likely to make the wrong choice.
So tell people what to do next.
Make your call to action assertive. Put a verb at the beginning – an action word.
Instead of “If you like our content, subscribe to our newsletter”, try, “Subscribe to our newsletter for more great content.”
Instead of “Our new brochure is available to download here,” try, “Download our new brochure here.”
And make it as easy as possible for people to take that action. If you want them to follow a link, include a clickable link or button. If you want them to call you, make sure your number is there in front of them. If you want them to give you money, add a payment portal.
The easier it is to take action, the more likely readers are to take it.
