The purpose of marketing and advertising is to encourage someone to take action (hence the phrase “call to action”). However, despite being perhaps the single-most important element of a pitch, calls to action are routinely ignored, rarely tested, and one of the most under-utilized elements of a real estate website.
Without a clear call to action, even the most punchy, persuasive, copy will be overlooked. After all, how can a prospect learn more about you and your services if they’re not prompted to do so? A few carefully selected words can give your business credibility, capture real estate leads, and keep you top of mind.
A call to action is defined as a prompt on a website aiming to incite a response from the user and encourage them to take some specified action. Typically expressed as a command or action phrase, such as “Click Here” or “Buy Now,” calls to action often take the form of a button or hyperlink.
A click worthy call to action clearly communicates what the potential real estate lead should expect when they take the intended action. Here are some guidelines to keep in mind when crafting your calls to action:
Don’t make the common mistake of complicating the calls to action. The majority of visitors of real estate websites are usually looking to perform one or more of the following actions: