Okay now almost every website you see has bad copywriting, but they also don't really have much of a goal in mind.
Every website should have a call to action. A call to action, or CTA, is your main goal you want your customers to complete when they come to your web page. For e-commerce stores this is very easy. The goal is to buy now. But for professionals this could be one of many things like:
- Download this guide on investing
- Download this guide on tax strategy
- Schedule a call with me
- Enter your information and I will reach out to you
One way or another all these lead to you getting their information and reaching out to them via phone and email to try and figure out what it is that they want and to sell them on your services.
You'll notice many of these websites don't have a proper call to action and it's not clear which way you should go when you're on the site.
On my sites that I design I always include sticky buttons at the bottom for mobile and a top header button with the call to action button so that the call to action button is always on screen. The user should always know where to click if they want to give us the information.
From there we can also have a secondary call to action like "View this video" or "See how it works." Oftentimes that's like an assist that will bring us to the full conversion, which is them giving us their information and becoming a lead.
You should always make sure that you have the call to action, and when you're thinking about what you want your customers to do, simplify your messaging and just choose one call to action rather than choosing many.
This will focus your customer's attention and allow you to run a coordinated campaign.