Writing Calls to Action (to contact the agency)

[KSA]

Gerry,

I figured that was just a throw away phrase, but I couldn't think of anything on short notice, either! But, I think we understand each other, so that's the good part.

And, you can vary the structure with non-question calls like,

Find out what a difference it makes when you work with an expert Smithville real estate agent!

The benefit isn't strong there, but you get the idea.

Happy copywriting!

Kathleen

[Gerry]

Hey Eric, I just re-read this thread, and I'm really sorry - I didn't mean to come off the way I did! I didn't mean to suggest that the "trade the free tools for contact info" method is condemnable. I was just trying to say that it was a different approach altogether from the kind of call-to-action I'm trying to work on.

***

Here are some more thoughts on writing text-link calls-to-action:

1) The call-to-action is intended to move the user from one location of the website to another. It usually links to the search page, or the bio page, or the contact page, because we want it to be easy for the user to go to these pages.

2) Because the call-to-action contains a link to an internal page, we should consider it to be an opportunity for relevant anchor text (we can optimize our internal pages a little). Thus, a link to the bio page might read like this:

"For more information, contact a Smithsonville Realtor"

...a link to the search page might look like this:

"Search for Smithsonville Homes"

...and although we frequently link to the contact page, we have never made an attempt to optimize the contact page for anything. Maybe it's because we used to just have a form on those pages, and we didn't want to have to add text. Hrm...

3) Relevent anchor text is a consideration, but so is the need for compelling text. We've discussed the strategy of offering the users something at the other end of the link (or appearing to), like "Free (X) Here!"

Another strategy is to appeal to "social proof" - that is, we imply that clicking on the link is what other people do. If we can say that it's the smart or beautiful people specifically who are doing so, we're way ahead. But that's pretty tough to communicate in a little text link on a real estate website, I guess. "The logical next step is to Search the (X) Listings" ; "Ready to be Agent Mikey's next success story?"

My examples are kind of silly - but if anyone can actually pull this off, please share your ideas here!

4) A sense of urgency or finitude is also a powerful technique for influencing people.** You could design a call-to-action that urges action before time runs out. This is widely used: "Limited time offer!" "While supplies last!" "Get 'em while they're hot!" These are proven devices - that's why you hear them ad nauseum.

Any more thoughts and ideas?

** I took a really cool course in college and one of our books was Influence: The Psychology of Persuasion which I highly recommend - it's a very light read, written for everybody. It would be a valuable read for a salesperson, but it's also very revelatory for consumers.

[ericbramlett]

Gerry -

No worries! I think I understand a little better what you're looking for. I don't have any experience w/ any copy that's worked really well, but I think a strong visual might help out. Maybe something like a starburst (but not as tacky) to draw their attention to the message and then something simple "Contact Me Today!" It's already been said here, but promising the user something at the other end will always help.

[waynelong]

I always think the contextual links are best for drawing me to action. As in: You can use our search page to find homes in the Columbus GA Real Esate market. If you are having trouble finding exactly what you are looking for - Donna searches the hot sheets every morning and stays abreast of all the homes on the market and what is coming on the market for her clients. Donna can use her skills to find the perfect home for you as well.

I don't know if that is what you mean. I also like big buttons like the Search the MLS button on your joelane site.

[Gerry]

I like the image link that he put on his index.

[waynelong]

Actually I like the Joe Lane site all the way around. Off the subject - I know.