When you’re selling…
Especially when you’re selling online…
Every single thing you write on your sales page is a build up to your call to action where you ask for money in exchange for what you’re selling.
And because a call to action is THE decision point, it’s crucial that you give it a fair amount of attention.
(Because honestly, it can make or break a sale.)
Today’s video is super quick, but in it we’ll go over two essentials of a good call to action.
Hey guys, it’s Chelsea, and TODAY we’re going to talk about copywriting a great call to action & how to display it on your site for more conversions.
When you’re selling, especially when you’re selling online, the entire sales page… and every single thing you write… is a build up to your call to action where you ultimately ask for money in exchange for what you’re selling.
The call to action is so important because it’s the decision point.
It’s where you either make or break a sale, so you really want to pay attention to it.
Today’s video is going to be super quick, but I’m going to give you my three biggest, most effective tips for making sure your calls to action actually convert visitors into paying customers.
1. The first tip is to have multiple calls to action.
2. And the second tip is to not have multiple actions you want people to take on the same page.
Don’t worry, this video isn’t going to be so short that it’s useless. I’m just going to explain these first two together.
I don’t even know how many times I’ve given this piece of advice across the internet, but I’m going to give it again, and I know I’ll probably give it a million times more in the future.
Again, the advice is not to put calls to action in front of people to ask them to download your ebook, OR get in touch with your, OR sign up for a free trial, OR to buy your Kindle book on Amazon, OR to book a consulting session.
As humans scared of failure, we want to make sure that we put lots of really great options in front of our visitors. We want to make sure there’s something there that suits them, so they’ll say YES to us.
But that strategy actually works against us instead of for us.
Because when we put a ton of options in front of their visitors… especially if they’re all good options, they don’t know which one to take us up on.
And that decision-making process actually paralyzes them from taking action… meaning they don’t take us up on any of our offers, which tanks our business instead of helping it.
Instead, this tip is about having ONE call to action—to book a consulting session, let’s say—and making sure it appears multiple times on the same sales page.
You can put the call to action after the initial hook and emotionally-resonating paragraph.
You can put it after you explain features and benefits.
You can put it after testimonials.
You can put it after screenshots showing case study numbers.
You can put it in the side bar or in a popup.
The point is not to annoy people, but to make sure they’re actually aware of what it is you’re offering and what they should do about it.
Because even though you feel like you might be beating a dead horse by putting up so many calls to action, you’re actually not.
Every single internet user is distracted and their thoughts are not 100% on your page and the information you’re giving them.
So your first few calls to action might actually go totally unnoticed.
But by making sure you have multiple calls to action on your page, you ensure that fewer visitors fall through the cracks and that your business grows because of it.
3. The third tip is to carefully select the call to action language you use to focus on their receiving, not their doing.
This piece of advice is a bit more basic because you’ll find a lot of generic, newbie copywriters and marketers telling you to do it.
The main premise is to make your offer seem like as little work as possible for the visitor… which is true and important.
But when you do this language change, there’s a deeper psychological shift that happens.
Not only does the reader NOT feel forced into “work” they don’t want to do, but by creating that language change, but in effect you GIVE them something — in their hands — and if they decide not to sign up for it, they’re actively refusing a valuable gift they didn’t even have to work for.
For example, the company Crazy Egg has button copy that says “Show Me My Heatmap.”
By the implication of it, your heat map is just on the other side of that button, and all you have to do is click it to see it.
But if they say something like “Get Your Free Heat Map”, the word “get” implies actions the reader has to go through to get the heat map.
Do you see how that subtle change in wording makes such a huge emotional and psychological difference?
So when you pair that with strong sales page copy, you’ll get more people converting and fewer bounce rates and people falling through the cracks.
So, in short, here’s three things to remember every time you’re working with calls to action:
- Have only ONE action per page that you want people to take.
- Display that ONE call to action multiple times.
- Finesse your language so it focuses on the visitor receiving, rather than the visitor doing work.
If you want to dive a little deeper as to what these things look like, check out some of my other videos.
In each video, I tackle one specific copywriting topic or niche, give you some instruction, and then share my screen with you as I live-edit the text on two or three different websites so you can see real-life examples.
If you’re watching this video on my blog, you can click the title at the top of my screen to get to my YouTube channel, where you’ll see all my past videos and subscribe to get in on the future ones.
I’ve also pasted a link below to my ebook that has five easy-to-implement copywriting tips that’ll help you decrease your bounce rates and increase your conversions and profits for any page on your website. You’ll be able to read through it in 20 minutes, and it’s definitely worth the download.
Thanks for watching! Bye!
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