Whatever your website is for, well-placed calls-to-action will help you learn more about your audience and encourage them to engage with you.
Even if you’re just a hobby blogger, writing about your favourite holiday destinations or the latest movies you’ve seen, you should give your readers an easy next step they can take after enjoying your latest offering.
For the budding travel writer or wannabe film critic, that could be as simple as a comment widget or social sharing buttons on each article. For a business, there is likely to be a clearer commercial objective in mind regardless of what your website is for…
Sites that sell
The call-to-action on an e-commerce site might be obvious, but smart use of your CTAs will get more people clicking on those bright green “Buy Now” buttons. You should start by writing unique descriptions for every product or service listed on your site.
Since Google’s Panda updates, duplicate content or pages with thin content will really hurt your rankings. If you have the same description as everyone else stocking that item or if your product pages are all page template and pictures with a couple of lines of copy, you’re missing a trick.
In the immediate aftermath of the original Panda updates, e-commerce sites were screaming that Google had wiped them out for using the same manufacturer’s description of the products they sold. Google’s was response was, “too bad, people don’t want to see the same copy all over the web”.
Meaty, well-written descriptions of your products and services will make a big difference to how those pages perform in search and should be first item to check off on any content strategy.
Sites that generate leads
Of course, not all websites are there to sell directly. If you’re in the B2B space, for example, you probably just want to generate some interest or find out a bit more about who exactly is consuming your content.
The most common call-to-action on these websites would be a simple inquiry form. There are lots of little adjustments that you can make to these forms to encourage more people to fill them out. A good starting point is to complete them yourself a few times and look for ways to make them quicker, easier and more intuitive.
From a content perspective, think about how you can tailor your inquiry forms to make them as relevant as possible to each page. You could produce different sign-up forms (colour, wording etc) for different product areas. Or you could make the link to your sign-up form unique on each occasion.
If these slightly smarter options get stranded on your tech team’s “nice to have” list, a very simple, easy-to-fill-out, generic inquiry form that appears above the fold in your site template (and is therefore prominent on every page) is a great start.
By Kate Davidson