"I Out-NPR-Ed Myself": The Importance Of A Strong Call-To-Action On Your Website
I am an NPR-nerd.
-And I'm not afraid to shout it from the rooftops assert it in a calm, soothing voice.
Why?
Hearing the news from matter-of-fact, serene radio-tones (rather than inflammatory cable-news shouting) keeps me grounded.
Today I “out-NPR-ed” myself:
I realized I was listening to one NPR host (Terry Gross) interview another NPR host (Ari Shapiro) as they discussed legendary NPR correspondent Nina Totenberg.
It was NPR-tastic.
And don't let those mellifluous voices fool you:
These people can get downright sassy.
Ari recalled sharing a cubicle with Nina when he was a mere intern:
The most vivid advice I remember is when she heard me on the phone next to her. And I was requesting an interview with somebody, and I was sort of, “I wonder, would you consider, maybe, possibly” - and Nina shouted, “Ari, grow a pair!” She was like, “You need to ask for what you want directly and firmly, and don't take no for an answer."
Which brings me to websites (naturally).
I've been doing website-reviews for several clients this week, and keep running into call-to-action buttons that say things like, “Reach Out”, or “Let's Chat", or “Explore More”.
But these solopreneurs don't want prospects to just “reach out.”
They want potential clients to:
Schedule a consult-call,
Send an email saying they're interested,
Subscribe to their list, or
Buy now.
A vague or weak call-to-action is confusing, and leads to inaction.
A specific, strong Call-to-Action shows leadership. It subtly indicates that you have the courage of your convictions.
And most of all, it serves your prospects. They want to know what to do next.
-Especially if they're struggling and need help with something.
(When you see smoke billowing from a building, do you say “let's chat” or “explore” it? Or do you say “Call 911"?)
So, what do your Calls-to-Action look like?
If they're vague or weak, tap into your inner-Nina Totenberg, strengthen your language, and ask for what you want directly.
(I'm exhorting you in my most dulcet-but-firm NPR-tones).