Define Your Target
Before you can write a compelling headline you need to know who you are talking to. You have to define your target customer. Once you are clear about who they are and what they are looking for, it is much easier to construct a clear call to action.
Look for Inspiration from Competitors
One of the best ways to get ideas for your call to action is to look at the websites of companies who provide a service similar to yours. See how they use specific words to connect to their audience as they present a unique value proposition and a logical next step. So for today’s blog post, we took that advice and looked at several web design firms with dramatically different approaches. Let me start by saying, each of these sites is a great example because it speaks to the needs of a specific customer.
Example: Blue Awesome Talks to Other Design Firms
Unlike many web development firms who serve multiple markets, Blue Awesome has a really well-defined target. They want to work with other web firms. Their call to action includes a phrase which won’t have much meaning to the average consumer (Pixel Perfect) but clearly speaks in the language of their audience. In the first paragraph, they hit many of the pain points market agencies experience when they outsource design. After defining their expertise, the invitation to “learn more” is a logical next step.
Example: Design Heroes Talks to Start Up Companies
Design Heroes has a very different target. Based in Denver, where there is a very active startup community, their homepage speaks directly to the rugged individual entrepreneur. They address the primary objective of their target audience, promising to bring their ideas to life. The question “Ready to Change the World?” is a challenge to a potential customer, preparing them to take the next step in the process.
Their call to action “view our work” is a surprisingly gentle next step. It is very appropriate but seems a little timid after their bold opening. I might have chosen something like Let’s Get Started, with a link to their unique process. From there I would jump to the work samples. To be clear, it isn’t a matter of right and wrong. Instead, it is about making conscious decisions about what information your customers need to see at each step of their sales journey.
Example: The Whole Brain Group Talks to Sales Organizations
The Whole Brain Group, a web design and inbound agency, is focused on established organizations interested in using their website to support sales efforts. Their value proposition is about helping firms identify their target customer and create marketing to address the needs of that client. The primary headline connects marketing activity to sales.
The first line of the text starts with the words” Marketing that.” The second part of the sentence changes several times including the phrases Generates ROI, Drives Traffic, Increases Leads, and Makes Sense.
In each case, the second sentence remains the same. Sending a clear message that all of these actions are designed to focus the sales team on the right leads. The call to action is actually a download which helps companies define their ideal client. In just a few words, The Whole Brain Group demonstrates their expertise in creating meaningful messages and moving prospects through a sales process.
You can’t wear your best friend’s shoes.
So what did we learn by looking at these other web design firms? There is more than one right way to invite people to dive into your website. But the most effective calls to action are the ones which are true to you, and your target audience.
Need help with your primary call to action? We can help.