Call your audience to action

Any parents in the room who repeatedly have to tell their child to put on their shoes because we are going to the grocery store?

No? Maybe it's just me...

Why is this? Well, of course, it's because they are living their best life until we so rudely interrupted.

But it’s also because of a life principle: People must be called to action if they are going to take action, especially when taking action requires an investment to overcome a problem.

Unlike me, my daughter does not wear inside shoes (Wait, you don't?). She will go barefoot all day every day. Those shoes are not going on unless Mommy or Daddy calls her to action.

The same is true for our audience.

Showing we know their hero’s journey, understand their problem, can help them overcome it, and have a plan for them is not enough. We need to call them to action.

On your website, you must have call to action (CTA) buttons on the header (top right corner and center/bottom left), and throughout the various sections of your website homepage.

Make the CTA buttons clear and direct rather than clever or passive.

Common call-to-action buttons like “Learn More” and “Read More” are not typically effective and changing the language on your CTAs throughout the website, while creative, can be confusing (Do these buttons all lead to the same place?). It’s always best to be clear.

Call your audience to action and you just might get that grocery run finished before dinner time.

For the good of your work…