Whenever I discuss marketing and copywriting in particular, I always say it’s a science, but it’s not rocket science. That includes your call-to-action. The anatomy of a call-to-action isn’t very complicated and it doesn’t take an MRI to diagnose the problem, but a poorly conceived and executed call-to-action can throw a serious monkey wrench into your marketing.
Its so obvious yet at the same time so elusive. You’ve spent so much time planning your site down to the last minute detail and now you’ve got a lovely site, with terrific information, so tastefully cutting edge and easy to use… except… what, exactly, is a person supposed to do with it?
Whether you run an informational, service oriented or ecommerce website, you’re doing it for a reason. Define that reason and then prompt your visitors to take action. A good website needs a purpose, whether it’s to sign up for a newsletter, buy a product, request more information or refer a friend.