Your copy should appeal the readers and make them take an action. It is important to have a call to action whether you are emailing them or reaching them through a video.

Search Engine Land columnist Jacob Baadsgaard has shared a guide writing irresistible calls to action.

Baadsgaard says, “As with any online marketing campaign, picking the right paid search CTA is all about getting inside a potential customer’s head. You need to understand the “why” behind a search and how to create a CTA that uses that “why” to get them to click.

Fortunately, you don’t have to be a psychic to figure out someone’s “why.” Every search tells you a lot about what they’re after. All you have to do is use the information to figure out what CTA will give your potential customers what they’re looking for.

Goal-oriented searches

Often, people search online because they want something, they have a goal in mind and are searching for a way to accomplish that goal.

For goal-oriented searches, you want your CTA to be the next natural step in a journey toward achieving a searcher’s goal. If your CTA matches what they already want to do, it will be easy for them to click”.

Get inside your customer’s head: A guide to writing irresistible calls to action

Search Engine Land

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