The secret recipe for keeping your readers readin’ only has one ingredient…
A call to action, aka a statement inviting and encouraging an audience to take action.
But before we get into why calls to action are so important—and how ending your homepage with a CTA will keep your readers engaged—we first need to establish the 2 reasons why we care about keeping your readers readin’.
And, of course, you want your readers to actually read your website copy; you’re not out here writing it for your health. Every word has a purpose, and every page was strategically written with the intention of inspiring the reader to make a purchase or inquire about a project.
(Or, at least, that’s the case if you follow the method I teach in my website copywriting course, or you’ve hired me to write your web copy. Wink, wink.)
So, how does a call to action ensure your readers will keep scrolling through your site?
It’s safe to assume that when someone new lands on your site, they’ll at least spend a few seconds looking through the homepage to determine whether or not they’re in the right place.
And, for sure, they’re going to have lots of questions. The last of which—after “who are you?” and “what can you do for me?” and the like—is going to be “what do I do next?” – and this is your CTA’s time to shine.
Your readers cannot continue confidently onto the rest of your website if they don’t know what you want them to do next.
It may seem intuitive. It may seem obvious. It may seem silly to add a call to action when they could just scroll up, click on a page from your navigation bar, and go there.
But people need direction, and user experience matters.
So, CTA, baby.
Tell them exactly what you want them to do next, so they can move to the next step in their buying journey.
Want them to look through your services? Invite them to learn more on your Services page.
Want them to book a consultation? Ask them to fill out your contact form.
Want them to read your latest blog post? Direct them to it.
Want them to see all the beautiful things you can do? Take them to your portfolio.
No matter what the action, TELL. THEM. Readers respond to directives—don’t miss out on the opportunity to keep someone on your site long enough to fall in love with you.
As you can see from the above examples, it doesn’t matter how long or short the CTA is, as long as you included one.
& if you’d like some more context, here are the full sites from above, in order:
For more website copywriting help, here’s how I can be of service:
Or, of course, you can skip the whole ‘learning’ idea altogether, and I can write your website copy for you!
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