Content marketing is a very diverse area of focus for any ecommerce business, and there are many distinct aspects that make up this form of advertising. Perhaps one area that requires more attention is the call to action; a feature that the Content Marketing Institute describes as being highly ‘neglected’.
What is a Call to Action?
When we write website content, we do it for a number of different reasons: to highlight products and services, to inform, to engage… but there’s one reason that trumps all: we write content to convert.
A call to action is persuasive content that encourages the visitor to take some form of action; to be an active visitor, rather than a passive one. The action can be pretty much anything that brings a visitor closer to a conversion – signing up for a newsletter, downloading a demo, or practically anything else.
Writing a Persuasive Call to Action
The problem with a call to action is that it can be remarkably tricky to get right. After all, there is a fine line between being persuasive and being pushy. Here are some “dos and don’ts” for getting it spot on:
Ultimately, a call to action should be a primary consideration in terms of website design and content marketing, rather than an afterthought. By considering the purpose of your website content, and making this purpose clear through an effective call to action, you can successfully boost conversions and sales.