Call to Action: You Need to Engage Your Visitors
You’ve got a beautiful blog, packed with tons of information and some of the best writing on the Web. You’ve done everything right regarding clearly marked navigation, keywords, internal links and everything else the pros say you should have. Yet you’re still not getting any conversions.
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You’re frustrated and ready to call it quits, but hang on. Have you actually told your visitors what you want them to do? They’re not mind readers, you know. You need to take them by the hand and call your visitors to action.
One of the first rules of marketing is this: It’s your job to eliminate all the buying obstacles between the customer and the product. You’ve made a big dent by providing all that killer content and making your blog easy to navigate. But sometimes we forget one key point:
Your visitors come to your blog for information. They’re happy that they found it and they’re grateful to you for providing it. But what do you want them to do next? If you don’t tell them, they won’t know. Most people are not familiar with blogs and how they work. They don’t know to look over there in the sidebar and click on one of those ads. Most don’t even know those ads are clickable unless they specifically say “Click Here.”
Within your content you have to take you visitor by the hand and tell them what you want them to do next.
Put your links inside your content: Instead of saving all of your links for a space at the end of your article, work them in where appropriate throughout the body of your article. Target your links to open in another tab so readers don’t get lost. But don’t assume everyone reads to the end of the article, because most people don’t.
Use specific anchor text links: Within the body of your article don’t just tell your visitor to click here for more information. Use keywords and action words to lead the reader. “Read this article where I explain the benefits of XYZ.”
Tell, don’t ask: Eliminating obstacles means eliminating choices. If you give you readers a choice between clicking here to buy now and clicking away altogether, chances are they’re going to make a fast getaway. When you say, “If you want more information on XYZ, click here” you’re giving them a choice, and you’re being very vague, at that. Instead, tell them exactly what you want them to do next and tell them why: “Click this Buy It Now button for our easy, two-step registration process and in less than 3 minutes your problems are solved.”
There are too many distractions on the Internet and your visitors can be pulled away for dozens of different reasons. Every blog post or article you publish should lead your visitor to take some type of action. Whether it’s clicking on a Buy button, signing up for your list, subscribing to your blog or clicking through to read another article, your readers are only going to know what you want them to do next if you tell them.