Business owners spend millions of dollars on paid marketing campaigns annually. If you want to improve the return that you receive from your paid marketing investment, then you have to constantly monitor and optimize your approach. Landing pages are an essential component of any successful paid search marketing campaign. While these pages vary from website to website, a constant in most of them is a call to action.
With a well-written call to action, you can move visitors to your landing pages to the next level of your sales funnel. If you are having a hard time converting the visitors to your landing pages into customers, then it is time to re-think your approach to writing calls to action. Here are some things you can do to developing memorable calls to action for your landing pages.
The Fear of Miss Out is Powerful
Over the past few years, the term fear of missing out (FOMO) has become part of the American lexicon. This term is used to describe a person’s fear of not being included or missing out on something special. Many successful brands use the fear of missing out as the main component in their calls to action. This is usually done by mentioning a sale or promotion that is time-sensitive in nature.
Giving the illusion that a special deal is being offered for a limited time can get a consumer to take action. Reminding the reader when this sale ends and how much they stand to save by taking advantage of it is important. You can also use the illusion of short supply to motivate a landing page visitor to take action. Using language to convey this urgency like “shop today” or “supplies are limited” is a great way to boost landing page conversion rates.
Use Strong Command Verbs
The average person will only stay on a landing page for less than a minute. If you want to really get the attention of a landing page visitor, you have to focus on making your calls to action effective. Most people will read the headline and the call to action on a landing page. This means that you have to find a way to make the first sentence of the call to action strong. This is why using command verbs in this text is so important.
The type of command verbs you use in this part of your landing page content depends on what you are trying to sell. For instance, if you are attempting to get people to download an eBook or white paper, starting your call to action with a command verb like download or subscribe is wise. If you want to drive more traffic to product pages, then starting the call to action with a command verb like shop or buy is crucial.
As you can see, optimizing calls to action is no easy task. If you are struggling to generate leads with your paid marketing efforts, it might be time to hire professionals to help out.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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