There are many components of a business website that can mean the difference between success and failure for its owner. From the initial hook on the landing page to the way the information and products are presented, there is much to consider. If you are about to launch your business website and want to make your readers’ visit memorable, one fine point to consider is how to create the call to action. Some of the best calls to action have intrigued and delighted consumers everywhere, and you can learn to create your own by following a few innovative tips.

1. Command Your Audience

When it comes to creating a call to action, command is more about prompting your readers to complete the desired action than it is about sounding imperative. Most calls to action are only a few words long, so starting yours with a directive that is simple yet active can increase your click-through rate. Begin your CTA with verbs such as “click,” “subscribe,” “go,” or “download” to nudge your readers toward conversion.

2. Offer Incentives

When individuals browse business websites, they will typically be looking for incentives before they respond to a call to action. In other words, they might be asking themselves what subscribing or contacting your business will do for them. One way to get them interested is to answer that question within the frame of your CTA. For example, if you want people to subscribe to your mailing list and you run a housecleaning business, your CTA might say, “Subscribe today and say so long to weekend cleaning chores!” This lets the reader know what they are receiving in turn for their response: in this case, the tempting offer of more free time.

3. Offer Freebies

Most consumers love freebies, especially when they receive them for doing something as simple as clicking a link. Using the word “free” in your call to action will likely catch the eyes of your readers, and you can offer items such as free estimates, no-cost downloads, and free informative e-books. You might be surprised at how many clicks you receive, and this can be an effective strategy for introducing people to your business as well, especially if they are unfamiliar with the products or services you offer.

4. Use Humor

Humor is a universal language that nearly everyone can appreciate, and when it is applied to marketing, it can have a deep impact. Think about some of your favorite television and internet ads that have amused you, and then consider how the creator used humor to convey their calls to action. In some cases, the CTA might be hidden within the subtext of the punchline, and when both are memorable, this may move people to answer it.

5. Tell a Story

While most calls to action are brief, you can use a storytelling method to inject a whimsical feel. Digital marketing experts like Mark Crumpacker have employed this tactic to create innovative and engaging content, and with a bit of practice and studying effective examples, you can use storytelling to create a completely unique CTA for your customers.

Few components of digital marketing are as complex as the call to action. However, there are several creative strategies you can use to ensure that the one you present to your customers is unforgettable.

(122)