Website visitors don't want to have to make a choice. They want to be told what to do every step of the way. You only have about seven seconds to get the attention of visitor to your school’s website.
When a prospective student lands on your website, where is the first place you want their eyes divert to? An eye-catching call to action (CTA) needs to be front and center and obvious that it's clickable. It funnels parents and future students right to admissions and into a front row seat for class.
So, what is the secret formula to a successful call to action? A call to action is an image or text that's sole purpose is to prompt your site visitor to take an action like click the button, download an application, or fill out a form. Great calls to action are interactive, colorful and easy-to-read.
Keep reading for four more ways to step up your school’s CTA game.
It’s all about being clear and concise with your CTA. You don’t have a ton of space in your ad to get your point across, with the character limit set at 35 characters per description line, so it is important to get straight to the point.
It is also important to build urgency to entice action. People love having insider’s information, and they’re also more compelled to act if they know there is a chance they’ll miss out.
To encourage this use words and phrases like: Now, Limited spots, Exclusive, Access, Pre-register.
2. Location, location, location
Calls to actions can be placed anywhere on your site. But it won’t be very useful if you’ve hidden it from a glancing eye. Your webiste visitors are scanners and scrollers. Place calls to action in plain sight to guide the user to their "next step" at any point during their journey — and that goes for all pages on your site.
The bottom of a vertical scrolling homepage is a key opportunity to engage and capture their attention. It encourages them spend more time on your site, and doesn't force them to scroll up, search, or go back to find what they're looking for.
3. Word it right
Knowing how to phrase your call to action and when and where to use it can really make a difference in turning prospective students into enrolled students. Choosing the right verbs and ensuring that your statement is clear, specific, action-oriented and enticing will impact your conversion rates. Action words give the audience something they can easily do right now. Action word examples include: Join, Access, Discover, Download, Learn, and Start.
Another small, yet effective element is adding an exclamation point to the end of your CTA. It provokes enthusiasm and will make your CTA pop.
4. Know your audience
Your school most likely has multiple audiences including prospective students, students, alumni, donors and more. This is why it is important to make sure the call-to-action is appropriate for the audience segment for which the content is intended. Give them ownership by including words like I, My, You, and Your in the CTA. And don’t forget your call to action has to offer some form of benefit to the customer.
Your audience doesn’t want to guess– they want you to tell them what to do. Don’t hold back on asking them to take action. The professionals at Neon Goldfish are ready to help you come up with the best calls to action for you website. Contact us today to find out how we can work together to create CTA’s you can help but to click.