Imagine hosting an event. When guests arrive you’d point out the bathrooms, food and drink tables. You might introduce new arrivals to other guests and help start conversations.
If it’s a business meeting you’re thinking about, you may provide a printed agenda so visitors know what they’ll be learning.
When you greet new visitors on your website, are you as clear and thorough in directing them around the site? Do you tell your guests all they can learn, or do? If you’ve considered user experience, your visitors should know where they are and what they can do within a few seconds of arrival.
If you’ve developed copy that intuitively guides visitors toward taking the ultimate action—the one that measures your site’s success—how do you ask them to take that action?
Is your request friendly? Direct? Do you remind them of the benefit of taking the action? Do you ask them more than once? Yes, yes, of course and definitely.
Sweet spots
The upper right corner of a webpage is considered by some experts to be its sweet spot. This is where you put the most important information. I suggest an attention-grabbing call-to-action (CTA).
You might think that your product or service requires too much explanation to ask for a sale outright. Perhaps—but if you’ve developed copy that includes a benefit-driven headline, (it‘s also in a hot spot) and attracts your reader, it will naturally lead to the copy below.
Add scannable bullet points with product features and benefits above the page-fold, and your visitors may have enough information to order. If so, then they’ll remember that attention-grabbing CTA in the upper right corner.
Another sweet spot is following the first sales pitch—which could be those bullets we just talked about. Create a closing paragraph and weave in the CTA so your visitor comes upon it naturally as part of the benefit copy.
There are other CTA sweet spots on your home page and back product pages. To determine which type of CTA to use—direct, conversational, woven into copy or attention-grabbing graphic—think about the surrounding copy and where your reader is in the sales-funnel.
If you need help determining which CTAs will be most effective—and where—I can help. Email me at .