Getting Your Visitors to Take Action

Are you creating content for your website, but are finding that your site visitors are not taking action? Let's face it, the main reason we place copy on our websites is to get our visitors to take some form of action. Whether we want them to purchase a product or service, to fill out a contact form or to sign up for a mailing list, it is your content that will inspire the site visitor to take this desired action. Yet, many websites have plenty of informative and helpful content, but fail to tell the site visitor what to do next. If you hope to create a successful website that gets your customers to take action, there are several things you need to keep in mind when writing content.

Determine Your Purpose
Before you ever start writing the copy, you need to decide what is it you want your site visitor to do. Ask yourself this question, "What step do I want my site visitors to take after they finish reading this page?"

Perhaps you simply want your site visitors to click through some of the links on your website in order to learn more about your site, your product, or the information you are trying to provide. Or, perhaps you want your visitors to give you a call so you can discuss your product or service further. You may even want your visitors to download some information, to subscribe to a newsletter, to make a donation or to refer a friend to your site. Whatever the case may be, you need to have a clear understanding of your purpose before you start the writing process.

Make the Purpose Clear
While you don't necessarily want your copy to be one long sales letter that encourages visitors to take a specific action, you should take steps to clearly point out what you want the visitor to do once he or she has finished reading the copy. For example, if you are looking for a donation, your copy might discuss all the great things your organization does while also mentioning the significant impact that is made by the donations you receive. By mentioning the importance of donations, your visitors have a clear understanding of why donations are important. Then, at the end of the copy, you should inform visitors the steps they can take in order to make a donation.

If you are trying to sell a product, on the other hand, you might make mention throughout the copy about how your product will help the site visitor solve a problem that he or she is facing. By the time the visitor has reached the end of the copy, he or she will be anxiously looking for a way to purchase the product.

Give Them a Reason to Take Action
Of course, your readers will need to have a good reason to take the action you are looking for. So, if you choose to be low-key throughout the copy, be certain to give your readers a reason to take a certain desired action at the end of the copy. For example, if you are selling organic dog food, your copy may discuss all of the benefits of feeding organic dog food to your pet and may not actually mention your product. At the end of your copy, however, you may say something such as "To learn more about our XYZ organic dog food, click here." Then, when the reader clicks the link, he or she will be taken to a page that provides specific information about the product you are selling.

The reality is that writing effective copy is the key to drawing traffic into your site and to getting your site visitors to take action. Therefore, it is important to think out your marketing strategy and to create copy that will be engaging, informative and helpful to your readers while also encouraging them to take the steps that are necessary to help your business become a success.


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