Having a call to action or CTA is one of the most important elements of any website copy. You need it precisely because you are asking your reader to do something for you. You are calling them out to complete an action, and without a CTA, they won’t do what you are asking. They won’t click your “buy now” button. They won’t say yes to subscribing to your newsletter. They won’t sign up or ask access for your free gifts.
However, there are also a lot of times when people ignore your CTA. Why do they refuse an offer that’s seemingly irresistible? If you are to ask seasoned website copywriters, here are 5 reasons people tend to ignore your call.
1. You are targeting the wrong people.
Among the main reasons people do not click your CTA button is because you are talking to the wrong people. This may not only include people who are not interested in your business, but also those who do not decide on actions such as purchasing the product or service that you are offering.
Perhaps it would be better to optimize your landing page to reach out a specific target audience, those who are in actual need of your offers as they are the ones who are more likely to click your CTA.
2. You had them bored.
Another reason people don’t click your CTA button is because they got bored with your sales pitch. Website copywriters are known to write in long form, but not to the extent that they reach the “TL;DR” (too long; didn’t read) level. So yes, they will advise you to write in such a way that your readers are informed, captivated, and persuaded with your sales copy, and ultimately complete the action you want them to make.
3. Your CTA is not clear.
The third most popular reason people ignore your CTA is because it isn’t clear. You can easily present a “sign up here” button, but if you have not explained your offer properly, they won’t understand what that button is for. Thus, it would be better if you specify what kind of action you want them to make, both in your website copy and your CTA button, so they know not only what they are doing, but what they are getting in return.
4. Your headline is not captivating enough.
Headlines have a lot to do with CTAs. This is because headlines are what people read first. If you are not able to catch your target audience using your headline, they won’t go to your landing page, and they won’t even take a look at your CTA.
5. You have a messy sales copy.
A messed-up sales copy often leads to a marketing disaster. This comes in the form of disorganized thoughts, switching from one voice to another, and having the facts misrepresented just to catch your readers’ attention. Seasoned website copywriters would always advise you to write your sales pitch in a clean and organized manner, so that readers will not only understand your business properly, and this compels them to give your brand a try.