How to Write Web Site Copy That Offers a Call to Action

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Copywriting for the web has many purposes. You want people to visit your website and stay there for a while. Most of all, you want that visitor to do something as a result of visiting your website. In order to get web visitors to take the actions you want, your web site copy must be written in a way that results in positive action on the part of your web visitor. Learn to write web site copy that delivers a strong, direct call to action and you’ll increase the positive results of your website efforts. These suggestions give tips on writing a strong call to action in your website copy.

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Instructions

Difficulty: Moderately Challenging

Things You’ll Need:

Internet access
Word Processor

How to Write Web Copy with a Call to Action

Step1

Write your web site copy to lead into a direct call to action. A call to action is web copy that tells your reader what you want him to do. Write your call to action with clarity so web visitors know exactly what to do and how to do it. Tell people to call the toll-free number, or use phrases such as "Click here” and "Register Now” at the exact location where you have a click through link or button.

Step2

Most of the time a call to action comes at the end of a sales page. However, try putting a call to action in several locations on the web page, particularly if you have a lot of copy on the page. Places to put a call to action include close to the top of the page, immediately after the introductory paragraph, or in other locations throughout the page, particularly if there’s a lot of web copy.

Step3

Website visitors want to know what they’re getting into when they land on your site. Get to the point as quickly as you can without making your web copy sound awkward.

Step4

The call to action can consist of the registration blanks that ask for email address or other information such as the person’s name. Link this information to an autoresponder or shopping cart to build your mailing list. Your copywriting efforts will get web visitors to take action when you add a focused call to action to your web copy.