A compelling yet simple call to action makes it easier for your customer to take the next step with your brand.
It sounds easy enough: Once the user has consumed some piece of helpful information, they should have a ready-made way to remain engaged with the company providing the information. However, a poorly designed or unclear call to action can backfire, alienating your audience with sales jargon or confusing them to the point of abandoning your site.
At its worst, the call to action distracts from the core message, blurring the line between a helpful article and a sales pitch. Often, this happens because the marketer misunderstands or ignores the customer journey.
The call to action can be a powerful tool, but whether that power acts positively or negatively for your brand is another story. To ensure a positive interaction, avoid these three mistakes:
1. Your content is a bait and switch.
When creating content, it’s important to ask if you are offering the answer to a question or a promotion for your business.