When potential customers visit your website, you don’t want them to just have a look around and then go on their way. You want them to do something, like buy your product, sign up for your newsletter, or agree to be contacted on their mobile device with special offers and savings. If your call to action is weak, though, the would-be customer might surf on to the next site without any idea of the opportunity he or she just missed.
The answer is simple: Create a stronger call to action.
Web design has a lot to do with whether a prospect acts on your CTAs or not. There are several ways for creating a web that is CTA friendly. First, make sure your agency’s phone number and other contact information appears in a prominent position on each page of the website. The prospect should never have to surf around trying to find out just how to make that phone call or send an email that you’ve requested in a CTA. The information should literally be staring him or her in the face.
Second, provide a large, colorful click box that the prospect can use to send you an email or complete an online form requesting a contact. The best colors are orange and red, because they catch the eye.
A third tip to keep in mind is to make the web design consistent. For instance, don’t use a big red button in one place and a small font hyperlink text in another. The person viewing the website should get used to looking for one familiar symbol to initiate contact with you.
Finally, reduce the number of choices. Think about how frustrated most of us get with the automated answering systems that ask you to push “1” for this, “2” for that, and so on. Prospects don’t want to have to choose between half a dozen different buttons for different requests. They want a CTA that is easy to follow, and if they don’t get that from you, they may very well get it from one of your competitors.
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Your design can be perfect, but if your sales content is weak, you still won’t get the follow-through on your CTAs. First, prospects have to find your page before they can contact you. Use strong SEO, or search engine optimization, techniques such as using keywords strategically.
SEO may get a prospect to your site, but it won’t make him or her click the big red button. Your sales pitch has to give him or her a reason to take action. Don’t focus on what you can provide. Focus on what the prospect stands to gain. For instance, instead of saying, “Our helpful book contains tips about SEO,” you might say, “You can improve your keyword skills in minutes with the free e-book you’ll receive when you…”
Remember, potential customers come to your site because they want help. Show them that you are the ones who can provide that help, and they’ll be eager to respond to your call to actions.