Lots of websites I look at miss a key element – The Call to Action.

That’s the bit where the words on the website tell the reader where they can go to next, for example, to the contact page, to make a phonecall or to a linked website, such as go to the Triple M Copywriting website!

Recently, a client commented that she recognised it was my skill, as copywriter, to include calls to action without sounding too pushy or repetitive. So I began thinking of how many different ways you can call on your reader to act and some of the pitfalls.

Keep reading here to see 3 things NOT to do when writing your calls to action. I’ll write another post with some examples of different calls to action which are worth including in your website or printed material.

1. Not too Repetitive
Using the same call to action, for example ‘Click Here’ throughout can make the reader feel the copy is flat, and not really communicating with them.  They may think they are being ‘talked at’, and not ‘talked to’.

2. Not too Pushy
This is possibly where Engish and American websites differ. In the UK, readers like to be led to the next stage rather than oversold. If your website is for informing customers about your product or service with a view to encouraging enquiries, wording like ‘for more information call blah blah’  is more subtle than ‘to purchase our services dial 0207 …’

3. Assume the Reader Knows What to do Next
Your prospect is looking at your website or brochure for a reason. If they want your services, they also want to know that you want their business – so lead them to the next stage by providing a phone number and email address and tell them to get in touch.

As I mentioned above, look out for the next post which will have some different calls to action.