Tips for Creating Your Most Powerful CTA
Next to your headline, I'm gonna argue that your CTA (aka Call to Action) is the most critical part of your page.
1. EVERY page needs a CTA at the bottom. You need to explicitly direct your reader where to go next. Otherwise, we have what's referred to as a dead end page. And you NEVER EVER want to have a dead-end page. You never want to leave the reader wondering what they're supposed to do next or where they're supposed to go or how they can work with your or how they can get in touch with you. Because if it's too much work to figure it out (read: any work at all) they won't do it. They'll leave and find someone who makes it easy to connect and work with them.
2. Sales page will require more than one CTA.
3. No one will click through if they are unsure what will happen next. Therefore it's your job to make it crystal clear what action they're taking by clicking that link or button. Pro tip: on sales pages, I LOVE to include an FAQ that literally asks "What happens next?" just for this reason.
The CTA has 2 parts.
1. THE CALL
This is the little bit of text that appears just above the button. Depending on the page and purpose of the button it could be as little as a single sentence or as much as a few paragraphs. It's a reminder of your most compelling argument for them to do it now. Your biggest promise. When it comes to crafting The Call at the bottom of the page I like to look back at the headline and hook that I spent SO LONG making perfect and draw inspiration from them. This creates a full circle ending which makes the page feel complete and satisfying for the reader and leverages all the hard work you already did at the beginning of the page. Because of primacy and recency, which says we remember the beginning and ending more than anything in the middle this is where you put your most compelling arguments. Make it meaningful and tug at the heartstrings. Get their attention and restate your big promise.
If you're doing a CTA for an opt-in to your blog or freebie you may need to have two or three compelling reasons instead of just reminding people of your big promise like you would on a sales page.
2. BUTTON TEXT
There are conversion copywriters whose sole focus is testing/tweaking things like button text (among other things) to see if "join our list" outperforms "subscribe now". They are 100% focused on metrics and love tried and true formulas.
You should absolutely be aware of your conversion rates, click-throughs and where people are falling off the page or out of your email nurture sequence.
You should absolutely be experimenting and a/b testing. Copy is not one and done, it's a process.
Here's my BEST advice for when you find something ISN'T converting the way you want/need it to...
1) stop comparing yourself to your "industry average" as if it's some kind of meaningful metric. Know YOUR business' average, work on improving it and only worry if you slip drastically below your own average.
2) If something clearly didn't resonate don't analyze the shit out of it. Instead, look for the bright spots. Look for what DID work and analyze what it looks like when it IS working for you and your tribe. Figure out how to replicate what works instead of banging your head against the desk wondering why that last thing didn't work - you'll probably never figure it out.
Back to button text. . .
You know I am a HUGE fan of creativity. But this is ONE PLACE where you NEVER EVER EVER EVER want to sacrifice clarity for cute and creative.
Because if people are not 100% sure where that button is taking them. . . they will hesitate and hesitation is death for your click-through rates. Always stick to a short, simple button text that says exactly what the action is that your client will be taking first. Test something more creative against simple and see what your people respond to best.
One last word. . .
About asking people to sign up for your newsletter/blog. You will need a COMPELLING CTA here too. You can't just say, "Sign up to receive my latest blog straight to your inbox." Yes, you see that everywhere. Unless you're Seth Godin that's not going to work for you. That's not a REASON. That doesn't tell me why I should CARE. Tell them WHY they can't possibly miss this every week (or month whatever your schedule is). Then give them a button and form so they can sign up.