Call To Action is Number One Priority in Website Copy

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Your call to action is your number one priority when wrting website copy. Or it should be. Too many websites make the mistake of just putting information on a page and leaving it to the reader to decide what to do.


If you leave it up to the reader, there’s a very good chance they’ll just read your copy and then leave. They aren’t likely to go searching for your contact info. They’ll just go read the next website in Google search results.

If you want your visitor to do something, you darn well better tell them what it is. And don’t wait till the end of the page to tell them what to do. Put your call to action several times in the page. most people will make up their mind before they get to the bottom of the page. Make is easy for them to contact you.

Get them to act on their impulse before the impulse drains away.

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About the Author:

Bob McClain or WordsmithBob, is a retired website copywriter in Minneapolis and St. Paul, Minnesota. He has focused on developing new, more effective approaches to web writing, web content, web copywriting and Search Engine Optimization. Starting with a BA in Technical Communication and a minor in Creative Writing from Metro State University in St. Paul, McClain has worked diligently to end the use of "corp-speak" and "technospeak" online. His approach is to “humanize” the Web, using real information to guide people to buy rather than turning websites into advertisements that people can easily ignore.
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  1. Phyllis Zimbler Miller  May 28, 2010

    Bob —

    Excellent post — and such needed advice.

    My “favorite” example of this is book sites where the button to buy the book is either missing or buried some place on the site where no one is likely to find it.

  2. Organic SEO Services  May 29, 2010

    Interesting point! Many take it for granted as if it’s obviously done by every copywriter, but it’s not the case.

    We readers tend to find everything easily. So, the copywriters should make the call to actions very visible and accessible to the readers.

    The lack of such call to actions is totally unacceptable.

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