Are your prospects doing what you'd like them to be doing? Are they ordering your product, opting into your website or clicking on your links? If not, you're missing out on one of the top-secret weapons that copywriters have used for years to get their prospects to act accordingly. So, what do master copy-writers do to move prospects to action? They ask them to act! You can't assume that your customers will know why they should act, how they should, or when they should act. Simply put: including a call to action means asking your reader to do something.

The call to action is a difference-maker in your copy, and it is the key piece of your campaign to drive home your sale. Since the goal is to ultimately increase the percentage of visitors that convert into customers (Website conversion optimization), the call to action is critical.

The call to action should be crafted and written in such a way that the reader feels compelled to click on the link or the order button to learn more about what you are offering or selling. If your call to action phrases are not compelling enough to do this then you won't have potential customers visiting your sites and purchasing your products. Because it is such an important part of your campaign, you need to give your call to action a lot of thought. Here are three things to consider when writing your next call to action:

1. Define your objective

A good call-to-action ties in with the goal of your copy. If you're goal is to sell, don't ask them to call you for more information, ask them to purchase your product today.

2. Make it Easy

The more information you ask for, the less likely it is that people will complete the task. Most customers will not purchase on the first visit, so creating a way to connect with you will improve online sales. So instead, keep your company in front of them through communication. Tell your customers when and how to contact you. In today’s world of constant contact, nobody is going to contact you if they have to write you a letter. Or get them to sign up for a newsletter or email list.

3. Instill a sense of immediacy

Since most customers will likely forget if they wait, the sooner you can get them to respond, the better. What'll happen if they purchase today? Will they get a free gift? Will they receive the product immediately? Will they save time and money?

Here are some examples

• Click here to find out all the details

• Download now

• Talk to an expert

• Request your FREE quote today

• To place your order, call us toll-free at ____________.

People do not have time to search around your site or other marketing materials to figure out what to do. So make it as easy as possible for them to do business with your company and include strong call-to-action phrases in all future ad-copy. The result will certainly be increased website traffic and sales!