Even though online users are notorious for skimming content instead of reading it in full, research has found that 90% of people who take the time to read a headline will also read the call-to-action copy on that page. Since that’s a significant amount of people who are reading the section on a page that may be most valuable to business owners, it’s important to take full advantage of this opportunity.

In terms of what it takes to write a great CTA, relevance is a huge factor. A common mistake businesses make is writing a single call to action and then including it in their website template so that it shows up on every page. Although that approach is better than not having any CTA, it’s unlikely to give people the motivation they need to take action.

Part of that has to do with banner blindness. This term refers to people being less likely to notice advertising online because they’re so used to seeing the same size of ad units across the Internet. So unless a generic CTA is compelling enough to get people to take action the first time they see it, the chances of the same call to action accomplishing anything on subsequent pages are slim.

The good news is you can overcome that obstacle by tailoring CTAs to the type of page and content where they’re listed. If you’re wondering exactly how to do that, the following four tips will help you get started:

1. Be Clear

If you’re creating or refining your conversion optimization strategy, clarity is often an area that can help move the needle. The reason that being clear can play such an important role in optimizing CTAs is it helps remove any barriers or hesitations people may have about taking action.

2. Use 5 Words or Less

While there may be exceptions to this rule, CTAs generally work best when they’re 5 words or less. This provides enough flexibility to create relevancy for a specific type of content but not so much that it distracts visitors.

3. Include An Action

This may sound obvious, but many people forget the A part of CTA. Download, call, register, or read are all good examples of action words that can work really well.

4. Utilize Scarcity or Exclusivity

These techniques won’t work for every call to action. However, if you’re writing a CTA related to something that is only available for a limited time or in a limited number, make sure to communicate that. Doing so may be the extra nudge someone who’s on the fence needs to actually take action.

Need help with your Web Strategy? We offer a free instant web strategy score. You may also request a consultation and live website review to help you identify the exact areas of your marketing plan that need improvement. Web Strategy Plus provides a “one-stop-shop” full-service digital marketing agency where all of your marketing efforts are tied together to drive more leads to your business. We proudly serve local businesses and franchise networks of all types worldwide. Whether you require a professional website or need help promoting it, we can help you with it all.

Our main goal is to provide cost-effective web strategies that drive results.  If you need to know more about our website development and website designing services, you can reach us at 1-877-224-0478. You may also schedule an appointment to talk to us when it is most convenient for you!
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Michelle Hummel is CEO of Web Strategy Plus, a full-service digital marketing agency focused on franchise marketing. She’s a passionate social media trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing degree; however, with the ever-changing world of web marketing, she strives to learn something new every day. 

Michelle travels nationwide visiting her 30 Social Media Enthusiasts Chapters she developed to deliver in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine, she has written three books in her series, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping franchisors and franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location, and more. Just let her know how she can help!