In the classic 1984 hit, The Karate Kid, one of the most quotable lines is a perfect example of a clear call to action. In the climactic scene at the karate competition between Johnny and Daniel, the Cobra Kai Sensai simply says to Johnny: “Sweep the leg”. The instructions are clear and the outcome is well understood.
While this is no doubt too violent of a call to action for you to include on your website, it does demonstrate the two components of any well-defined call to action, which are:
- A well-defined and action-oriented statement
- A tangible outcome
In the Karate Kid example, it’s Johnny taking out Daniel so Daniel will no longer be able to compete. On your website, it’s providing your visitors with exclusive content in exchange for their contact information.
Implementing Effective Call to Action on Your Website
Your website content helps explain to your visitors who you are, how you can help, and how they can contact you, and this theme should serve as the core for any content that you create and publish online. While your regular message may motivate some visitors to contact you to find out more about how you can help, you can increase your lead acquisition by asking your site visitors to register to access free or exclusive information.
Some compelling calls to action:
- Download a free ebook
- Click here for a free business toolkit
- Start a free trial
- Get these 11 tips
- View the presentation and download the slides
The actual text will depend on what you can specifically provide to your visitors based on your subject matter expertise, but I believe every business has some knowledge that they can freely share in a packaged format.
Getting Your Visitors to Give You their Contact Information
By asking your visitors to give you contact information, you must give them something in return. Some examples of what you can give them:
- Free ebook
- Collection of tips
- Free assessment/consultation
- Downloadable presentation
- Downloadable calculator
Where do these assets come from? They most certainly come from you! For example, you can re-package blog postings that you have written over time into a single PDF file that contains additional material such as specific examples or final analysis.
Positioned the right way, this content becomes compelling enough for your visitors to give you their contact information. They know you you will most likely make an attempt to contact, but they are volunteering that they’re willing to be contacted and hear more about how you can help. This group will be much more open to hearing from you as opposed to you just blasting information about your business without knowing whether or not they’re ready to receive your help.