It’s one of the most important questions in website marketing:
What action do you want visitors to take while they are on your website?
Important, but not always to easy to answer with specificity. Most business owners know they want the visitor to make contact – to in fact become a lead they can work with.
But they miss the important, second part of this question:
Why should the visitor act?
After all, your need for business is of no concern to your website visitor. To be blunt, they don’t care about your needs at all.
They want to know:
- What you do that’s so special
- If you can solve their problem
- Why they should choose you instead of your competition.
But even if you get those essentials correct, it still may not motivate your visitors to act.
The real coup d’etat in conversion-based content is when you can get the visitor to visualize themselves experiencing the benefit of the solution. This will create an emotional response that is the real driver of action.
For example, say you sell step-ladders. It’s one thing to say you can use it to reach stuff on the top shelf. It’s another to put it into context of use so the visitor can picture themselves experiencing the benefit.
Say your target audience in this case is a 7 year old kid. Tell a quick story:
Hungry for more cookies? You bet you are. Except mom put them on the top shelf again, out of reach.
But now you have the ACME super-light step-ladder. Next time Mom’s on the phone with Aunt Claire, slip your ACME step ladder out of the closet and step right up to the cookie jar – you don’t even need tippy-toes! Grab your fill and hide a few behind the coffee maker for later. Slip your step-ladder away and mom will never know.
Eat all the cookies you want: get your stepladder today and we’ll send a free bag of chocolate chip cookies!
Include a hero shot with this (an image that shows the kid getting the cookies on his step ladder) and you have a call to action that’s emotionally-charged.
There is a lot of content you can create online around your business. Some of it is direct response advertising, some of it branded information.
But underlying all of it must be an understanding of the action you want your visitors to take. They’ll be sitting there, alone on their computer or phone, wondering if you’re the right choice for them. It’s up to you to motivate them to act.
If they understand the value you offer, why you’re the best choice, and they can visualize themselves benefiting from your offer, you have a good chance of motivating them to bite on your call to action.