81 - How To Write a Call To Action - From Buttons To Blogs With Joanna Wiebe
May 21, 2018
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Copywriting expert Joanna Wiebe discusses crafting compelling calls to action, optimizing buttons for conversions, and reducing customer anxiety. She shares strategies for tailoring CTAs to audience needs and emphasizes the importance of clear messaging in driving engagement and sales.
Crafting compelling calls to action is vital for converting website visitors and boosting engagement.
Aligning calls to value with desired outcomes and reducing user anxiety can significantly enhance user engagement.
Optimizing button language and emphasizing value proposition are key strategies for driving meaningful actions and conversions.
Deep dives
Importance of Crafting Effective Calls to Action
Crafting effective calls to action, from buttons to blogs, is crucial for converting website visitors. Joanna Weeb emphasizes the significance of creating compelling calls to action that guide users to the next step in the sales process. She highlights the necessity of aligning the call to action with the desired outcome, emphasizing the value proposition over simple actions like 'Submit.' By focusing on reducing anxiety and providing clear value in button copy, you can significantly enhance user engagement and click-through rates.
Differentiation Between Call to Action and Call to Value
Joanna Weeb introduces the concept of distinguishing between a call to action and a call to value. While a call to action prompts immediate conversion, a call to value focuses on highlighting the benefits and outcomes for the user. Understanding where the customer is in the sales funnel helps tailor the messaging effectively. By framing calls to value around desired results and leveraging the 'I want to' approach, businesses can create more engaging and impactful calls to action.
Enhancing Call to Action in Various Media
Exploring the impact of calls to action in different media formats, Joanna Weeb delves into the nuances of crafting compelling CTAs in videos, web pages, and advertisements. In videos, the ability to use more descriptive language enhances the viewer's understanding of the offer. Attention to detail in the surrounding content and offer presentation play a significant role in driving conversions. Whether in text or video, aligning the CTA with the overall value proposition is key to driving action.
Optimizing Buttons and Calls to Action
Joanna Weeb stresses the importance of optimizing buttons and calls to action as crucial elements in the conversion process. By evoking emotion, reducing anxiety, and emphasizing value, businesses can significantly increase click-through and conversion rates. She shares examples of successful button optimizations that focus on providing clear benefits and reducing uncertainty for users. Optimizing language surrounding the CTA and ensuring seamless user experience are essential strategies for driving meaningful actions.
Overcoming User Anxiety and Uncertainty
Joanna Weeb highlights the user perspective when interacting with buttons, equating them to 'doors' that lead to unknown outcomes. By addressing user anxiety and uncertainty, businesses can enhance the trust and confidence of users to click on buttons. Encouraging clarity and positive outcomes on the other side of the 'door' helps reduce friction and improve user engagement. Understanding and empathizing with user concerns can significantly impact the effectiveness of calls to action and drive desired actions.
We first saw the guest on today’s show, Joanna Wiebe, speak at a conference in the US a few years ago and she completely blew us away. Not only is she an incredibly talented copywriter, she also ascribes to one of the key ideas of this show, and that is; “No content without conversion.”
She’s just as talented looking at the metrics and boosting conversion rates and she’s sought after by well-known and highly successful brands such as Hubspot, HootSuite, Asana, MindValley and Booking.com when they want to boost the number of people clicking and buying from their web pages.
Today we’re going to be speaking with Joanna about How to Write a Call to Action - From Buttons to Blogs and everything in between.
Because, you can create awesome content and have people love reading your blog or your Facebook posts or watching your Facebook live, but if you can’t get them to take the next step with you, you will miss out on growing your email list, making more sales and getting your customers to stay loyal to you.
In today’s episode we also have a special gift for you, courtesy of our guest. It’s her “Where Stellar Messages Come From” eBook and while more than 10,000 businesses have purchased this book, you can get it for zero dollars as a listener of this podcast.
The ebook contains more than 50 pages of straightforward, actionable techniques and tactics to improve your message, including some really awesome worksheets.
Listen to this episode to hear more about:
Why a “Call to Action” is really more of a “Call to V___”
The specific change you need to make to the way you structure your Call to Action
Why MICRO copy is of MACRO importance when it comes to conversions
The one word Joanna recommends works SUPER well in your button text
How adding a sense of immediacy to your button copy can increase clicks
Which is better – writing a call to action in first person or third person?
The one tweak Joanna made to a call to action for Dressipi.com that got a 123.9% increase in clicks with 100% confidence
Why your button is like a doorbell
How to help people feel good about moving forward with you
Why reducing anxiety is one of THE most important things your call to action needs to do
The one thing you MUST do BEFORE you publish ANY call to action
