Your landing page is the place where Internet surfers end up when your site gets a hit on their search engine query. The first step is to get traffic to your site . The next is to get them to do what you want, be it click on an advertisement, fill out an information form or buy a product. Without that second step, doing well with the first one won’t help you at all.

Transactional Landing Pages

A transactional landing page is a page designed to get the visitor to do something, usually one of the commerce-related actions mentioned above. A reference landing page is a landing page that is just there for people to collect information and does not require any further action on the part of the visitor. For SEM , transactional landing pages are paramount. They are your company’s bread and butter.

The Importance of Call to Action Content

 That’s why call to action content is so important. Having fresh, interesting, readable copy on your transactional landing page is definitely desirable. However, if your visitors read your copy and then leave without having performed the desired action, your beautiful content becomes worthless from a marketing standpoint.

How to Write Call to Action Content

When writing call to action content, one thing you want to do is make clear what you want the subject to do, whether it’s buy insurance or order new silverware. You then want the reader to understand why they need to do this (e.g. you need to be protected if the unforeseen happens, your old forks and knives are driving dinner guests away). Then, you want to make it very clear how the visitor can perform the action requested (fill out the simple form at left, click the “order now!” button below, etc.). Finally, stress the urgency of immediate action (disaster can strike at any time, that next big dinner party is just around the corner).

You may need to experiment to figure out what kind of call to action content works for you and your site. You usually want to avoid pushing too hard without making it easy for the visitor to leave your site without acting. Consider the guidelines above and remember your goals whenever writing landing page content.