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What to write in the call-to-action text on the site?

What to write in the call-to-action text on the site?Almost any commercial site, whether it is a corporate portal, an online store or a modest site like “vcard”, has a so-called call-to — action for visitors. Most often, call-to-action is presented as a button, and the text of the call can be different. To make the button conversion as high as possible, it is important to choose the right call-to-action text when creating a website.

Any visitor, depending on the type of site and the purpose of their visit, usually has to perform some action: buy a product, order a service, subscribe to a newsletter or make a request for a callback. This target action is what the site actually works for: the more visitors perform the desired action, the higher the site’s conversion rate will be, which means that the more effectively the site will perform its tasks.

Call-to-action (CTA) — a call to perform a target action. Its text must meet several important usability requirements at once. For example, it must be unambiguously interpreted, meet the description or title in the application form, as well as the target action itself.

Depending on the theme of the site or even the theme of a particular page, the CTA text may be different. But most often, the entire variety of CTA variants can be divided into several main groups (models) with similar characteristics. For example, popular call-to-action models include these.

The “verb + benefit” model»

This call-to-action model is very simple and at the same time completely understandable for visitors: they see what needs to be done and see what benefits they can get. Examples of call-to-action text: “Get a free consultation”, “Get money” , etc.

Model ” I want to know»

This model works in cases where the conclusion of a transaction requires taking into account a number of individual parameters, for example, in the case of B2B sites. Examples of call-to-action text: “Learn more”, “Terms”, “Find out wholesale prices” , and so on.

Model ” get a selection»

When the user needs to offer several options to choose from as a result, this should be reflected in the call-to-action text. Usually, such versions of call-to-action are typical for travel Agency or operator sites, where after entering data about the direction and date of travel, the system selects suitable tours.

The model of “free value»

If a site page offers an expensive product or service, few visitors will immediately make a purchase or order, if they do not know what features this product or service has. In this case, the text for call-to-action offers some free value. Examples of text: “Sign up for the first free lesson”, “Free test drive”, and the like.

Which version of the call-to-action text is better?
Each site is individual, and therefore the call-to-action text must be individual — there is no universal formula for success. For example, if we are talking about a typical online store, then in this case, the call to “Buy” or “Order” (if the product is manufactured or delivered under the order) is banal, but it justifies itself. But if you need to create a call-to-action for a site that, say, sells some complex aluminum structures, then a direct hint of a sale can scare off potential customers, so you need to use a “soft” call, for example, “Calculate the cost”, “Order free measurements” and so on.

By the way, when developing call-to-action pages, it is important to remember that only 1 call-to-action should occur per page. In an extreme case, you can place 2 call-to-action on the page, but they must be at a considerable distance from each other. Otherwise, it can confuse visitors, and instead of clicking at least one of the buttons, they may not click any at all.

In order for the conversion of a site or individual pages to be high, you need to pay considerable attention to the compilation of each text for call-to-action. However, this is not the only factor that affects the conversion rate. In fact, there are quite a lot of such factors, and the impact of each of them can be very significant. For example, even the color and location of the call-to-action button can play a role in turning site visitors into customers or customers of the company, so you can’t miss anything, down to the smallest details.

Our web design Studio WebStudio2U offers web design and website development services “from scratch” to effectively represent your business on the Internet. We will help you find the best option for your company’s tasks by making a website that will be attractive and functional and will meet the individual goals and characteristics of your business. We invite you to fill out an online application and find out a solution that will help your company effectively represent its interests on the world wide web.

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