Every so often I have the opportunity to interact with a law firm client or a digital marketing agency that requires some assistance with content strategy as well as development of the actual content. I recently had the opportunity to work with a client who was struggling to make an impact with their emails.
No one was taking action after reading the emails. The subject lines of the emails were great, the content inside was helpful, and the recommendations to click outside of the email to take further action were certainly in place, but they weren’t making the desired conversion goals that the client had set out.
A Mini Case Study: When Too Many CTAs Cut Your ROI
One of the first things I noticed in the beginning to evaluate these emails was that many of them had more than one call to action. In fact, a particular email that I was asked to write and then edit had five different calls to action after the client was finished making their edits. I made a couple of recommendations about how they could improve their content going forward because I thought it would help to drive better reading and conversion of their existing email strategies. The client pushed back arguing that this is what the powers-that-be wanted, but the challenge was that their click open rates and their action taken on the emails were still just as low as they had been before.
If Something Isn’t Working, Try, Try Again
Have you ever heard the saying 'if it ain't broke don’t fix it'? Well, there should be a similar saying that if it is broken you should stop using the same system over and over again and expecting different results. I think it was Einstein who said that insanity is doing the same thing over and over again and expecting different results. When people feel confused by content they are reading or viewing online, they take no action at all. This is almost worse than the person never viewing the content to begin with.
The truth is that when you are writing an email, a newsletter, a blog post, a landing page or any other piece of information to be posted online, only one call to action should be used. When people aren’t sure you want them to do, out of confusion, they would choose to do nothing at all and this means that you have lost a valuable opportunity to engage a reader and potentially convert that reader into a follower or a paying client. Focusing on only one call to action makes it specifically clear to the reader what it is you want them to do.
Calls to action can vary based on the piece of content that you've published, but should always be limited in a way that tells the reader exactly what it is you expect of them. I often see companies making this error by closing out their written material by saying; follow us on Facebook, follow us on Instagram, follow us on Twitter, share this blog post, pin it on Pinterest, reply and comment on this blog post, hit like - the truth is that it’s very unlikely that most people who are reading that content will take any of those actions because it’s far too big of an ask. Deciding the ask you'll have for each piece of content narrows it down for the reader and makes it simple for them to follow through on what you want.
For example: if you have recently written a blog post that asked a lot of questions, may be consider that your call to action should be requesting your readers to post their own experience or thoughts in the comment. If you are looking to gain better traction and shares on a particular piece, then focus on asking them to share on a particular platform. When you ask people to click outside of an email or your website in multiple different locations or in different formats, it becomes confusing and all you are doing is driving traffic away from your own website rather than helping to convert them with an appropriate call to action.
Make sure that before each piece is created for your website, that you do some thinking about the most effective call to action for that particular piece of content. Either stick with a solid strategy or vary it from one piece of content to another, so that you can begin to see consistent results or so that you can identify the calls to action that have the best chance of converting your readers. For more assistance in developing a blogging and content marketing strategy, reach out to me to schedule a consultation.
Need support with amazing CTAs? Hire a legal copywriter who gets it. Contact me today to set up a consultation.