Some portion of people hitting a page are ready to buy, book, call or whatever RIGHT NOW. They don’t want to read a bunch of words, they just want to do the next thing they need to do to buy your stuff. They don’t need the story, they just want to know what to do.
Make sure early in your content you tell the visitor what they need to do and what the next step is. This could be as simple as a one line in the first 2 paragraphs of a page: “if you’re ready to book an appointment, call 555-55555 during business hours or click here to book online 24/7”
It’s a call to action that’s succinct, simple and directs the visitors as to EXACTLY what they need to do to take the next step or achieve whatever it is they want on your page.
If I’m looking for the best airfyer, tell me which one is the best and where I should buy it instead of wasting my time.
This is very closely related to the idea of the inverted pyramid which we’ll talk about on another post.
Action Plan:
- Get clear on what you want the customer to do once they’re on a particular page on your website -> it might be different on different pages. Do you want them to call? Or book an appointment? Or submit a form? It might be to get clear on their own needs or some sort of qualifying step.
- Write the early close – it MUST be extremely specific, step by step with no scope to misunderstand what needs to be done
- Add it to both the top and bottom of the page or content
