You’ve got everything in place: your marketing efforts have successfully caught people’s attention, brought them to your fantastic website, and you’ve managed to maintain their interest in your franchise. So here comes the final push, the call to action. A call to action is a button, link, or graphic that encourages the user to take some desirable action, such as filling out a form, making a purchase, or contacting your franchise. A call to action is an especially important part of online marketing and is the final step in converting your leads into customers. Let’s take a look at some strategies for writing an effective call to action.
Types of Call to Action
First, try to keep in mind the goal of your call to action; what action you are trying to persuade the user to make? A call to action can be used to encourage sharing on social media, advertise a demo or trial of a product, close a sale, promote an event, or create a direct lead.
Also keep in mind when and where your call to action is appearing. A call to action can come at the end of a blog or news announcement, when a user enters or leaves your site, as a banner or sidebar, or on a product page. The language you use in any call to action should match the service you are trying to promote and where it appears on your site; there’s a difference between phrases such as ‘Sign up now’, ‘try it here’, or ‘get a free consultation’.
Brand and Design Consistency
Now that you know what you’re trying to accomplish with your call to action, it’s important to make sure you’re maintaining brand consistency in both your copy and your visuals. It can be difficult to strike a balance between making your call to action stand out from the rest of your website, but not having it be so attention-grabbing as to be jarring or tacky.
Try to pick colors and fonts that are different than your franchise’s standard style, but are still similar enough that they match the overall tone of your website. It’s also important to pay attention to the tone of your copy. What makes your franchise unique? Is the tone of your franchise serious, playful, or somewhere in between? What is your product? Get creative and show off what makes your franchise distinctive.
Make It Count
While a call to action is an important part of the online marketing process, there’s only so much time and space you’ll be able to dedicate to it. Your call to action needs to be short, sweet, and impactful. Try to keep your copy no longer than a few words, or a sentence and a half at most. Your call to action should also flow naturally with the rest of the page, so keep in mind the importance of placement, sizing, and any sort of animation or graphics you may be interested in adding. Lastly, do your best to stay genuine and inviting. Users won’t be very encouraged to engage with your service if they feel they are being manipulated, guilt-tripped, or coerced.
A little CTA tweaking can go a long way to giving your online marketing efforts a little TLC. Contact the experts at Franchise Marketing Group for graphic design, lead generation, and web development to help give your franchise a boost! Give us a call at (816) 875-9311 or visit our office in Kansas City.
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