What action do you want your website visitors to take when they are on a page of your website? And are you inviting them to take that action?
A call to action is the invitation or encouragement for your website visitors to take an action, usually in the form of a button or link that will direct your website visitors to the logical next step or to your contact information or a form.
The call to action takes a website visitor from reading about your solutions to getting involved in getting your solution.
- From reading about your services, to scheduling that first consult.
- From reading your blog about depression to signing up to your newsletter.
- From reading about how to schedule an appointment to actually scheduling an appointment.
Smaller CTAs can lead your website visitors to the main one. If your central CTA is to encourage visitors to schedule an appointment, then perhaps on your about page, you would have a CTA that leads to the treatments or services page where they can read more about what an appointment entails before encouraging them to schedule.
All signs should lead to your BIG CTA (Usually along the lines of getting clients or selling products or something else awesome).
Keeping CTAs Ethical
In some cases, calls to action can come across less like an invitation and more like a demand. This happens when particularly intrusive CTA tactics are put into place – like disruptive pop up boxes every 5 minutes.
As you know, I’m all about marketing but not about marketing as some people might define it.
For the ethical, compassionate marketers out there, a CTA is an invitation, encouragement, or perhaps a polite call, for your website visitors to do something specific. Your CTA doesn’t have to be obnoxious or violate your website visitor’s boundaries.
One thing to be cautious of is timing: don’t tell someone to do something before they have had a chance to already explore the website. A premature invitation can be like shouting a a website visitor without warning. A good example of poor timing are popup boxes, click through pages, or modal windows that appear on the screen the second a visitor arrives on your website.
The Strategies for Effective CTAs
If you’ve done the research on your ideal clients and what they are struggling with, your solution and website copy should already be speaking directly to them. You’re offering them a solution to ease their suffering.
The next step is to convert them into clients with that call to action. The best CTA strategy is to extend all of that empathy into your CTA. On every page, ask, “what part of my solution is going to help them the most or get them closer to my solution?”
But keep in mind that website visitors are short on time and attention so CTA’s that are concise and compelling are a good idea.
CTA button text should be less than five words and begin with an action word (see examples of this in the examples section of this post). Action words help encourage your visitor to, well, take action. Make sure the language is honest and describes what a visitor can expect to find when it’s clicked – that you communicate the benefit of acting. Answer the question, “What will I get if I click this button”?
Although you might feel like you are repeating yourself, having at least one CTA or many small CTAs that lead to one ultimate CTA, should be everywhere. Ok, not every other thing needs to be a CTA but you should have at least one per page. Common places to put a CTA are at the end of blog posts, the end of page content, the blog sidebar, the website footer, or corner of the website top or bottom.
It might be hard to wrap your mind around CTAs but as long as you use your CTAs to focus and guide your website visitors, you’ll be doing just fine.
Here’s a summary of these CTA strategy tips
- A good CTA is an extension of your empathy for your website visitor’s suffering or needs.
- Keep CTA buttons concise – 5 words (or less).
- Motivate your visitors with action words.
- Clearly communicate the benefit of clicking the link or button.
- Generously place CTAs in numerous places.
- Use CTAs to guide your website visitors.
7 Visual Examples Of Great CTAs (Steal These For Your Psychotherapy Website)
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Not Every CTA Needs a Button
When you want a really standout CTAs, using a button can really help grab attention. But you both can and should utilize CTAs inside of your text as well.
For example, at the end of a blog post or at the end of your about page copy, you can include a written sentence that invites your user into action. It could be something as simple as, “What do you think about this blog post topic? Let me know in the comments below.” Or maybe, “If you’re interested in setting up a free 15-minute phone consultation, send me a message through my contact form [link the words “contact form” to your contact page]”
This is a great way to start inviting users into action within the normal flow of the text. It works because website visitors may continuously read something but then skip over other elements on the page. Inviting your website visitors in, in various ways, ensures you don’t leave anyone out.
Go Forth and Call Your Website Visitors To Action
Calls to action are so, so important. They encourage your website visitor to take that vital step towards healing. Using calls to action in an ethical way ensures you aren’t being too pushy.
With a little bit of strategy, you can increase your website’s effectiveness by including at least one CTA on every page. The visual examples above should give you some ideas. And remember to place some CTAs inside of your text too. Sometimes just a simple link or two inside of a paragraph will be enough of an invitation.
Calls to action aren’t ordering your visitors around, when done right, they are an extension of your empathy. They can help your website visitor feel seen, feel validated, and invited in.
Do you have calls to action on your psychotherapy website? What are you doing to invite your visitors to take the next step? Would you considering using one of the examples given in this article as a starting point for writing your own call to action?
Now watch as I call you to action here: if you’d like to talk further about CTAs for your psychotherapy website or have any questions or comments at all, feel free to tweet me or contact me anytime. I would love to hear from you.