When a piece of copy has been crafted to accurately represent a product or service to its target market and also includes unique and recognizable key words, it can be easy to wipe your hands clean of a project and walk away.
Now that your customer has not only found your website (see “Customers unable to find your website? Your keywords could be to blame”) but has a solid understanding of what the product is, what are they supposed to do with that information? From the business’s point of view, the answer may seem obvious, but things can look very different from where a customer is seated.
A quick perusal of well-written copy around the Internet reveals that they all have one thing in common: a call to action. Do you want readers to click a link or make a purchase? Making that call to action clear and concise can be extremely effective at getting your customers to act. Take the following for example:
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Consider both a piece of copy that includes a call to action and one that does not. Once a customer has finished reading about a product without any call to action, he or she might still decide to proceed with a purchase or inquiry, but it is equally as likely that he or she might instead choose to put the decision off until a later date. A call to action should encourage a customer to take action now, not later when work and dinner and a mile-long to-do list have had time to take over.
When the right call to action is paired with the best copy possible, businesses should be able to count on those clicks from customers.