Are you asking them to DO something on your site?
Click here. It’s one of the most ubiquitous pieces of text on the web. It works because it’s clear and simple. Amazon uses Buy now, or Add to Cart, or Checkout. Blogs use Add a Comment. All of these little triggers that ask us to act are called calls to action.
A call to action is essentially what it says: asking potential customers to actually do something.
- Make contact with you
- Buy something from you
- Email you
- Signup for your newsletter
In any well thought out web site, there is always a call to action you want users to make. Each page should have one clear action you want users to follow.
For example, if you have an ebook site or are selling something online, the call to action may be having users actually buy something from you. If on the other hand, your business is more complex, like our business of web design, customers will contact us and get to know us before they decide to work with us on projects. So in our case the call to action is email us, phone us, contact us.
The call to action is something that is integral to how you design a web site, and the call to action is often the first question we ask new clients when we start projects to understand what the web site is designed to do. The design process and how the information is displayed on your site (called Information architecture in our industry) is greatly determined by the calls to action you want users to make.
The call to action is the end result of all the other things you do on your web site.
You really have to consider call to action when you are developing a web site because that’s an integral part of your business. Depending on the business you are in, and depending on what you sell, the call to action changes.
How do you determine Call to Action?
One way to think about call to action is to ask yourself, How do customers buy from you today? So let’s say for example you are dental office.
For example, at a dental office. The patient may do this:
- Prospective Patient finds out the prices of dental work
- Prospective Patient will book an appointment, thus becoming a Patient, and not a Prospect.
- Patient will then pay when the work is completed
In the example above, the call to action on the web site may be:
- Book an appointment online
- Give the dental office a call
- Visit the dental office
Good Calls to Action every site should have
An Email newsletter is one example of a call to action that every site should have because it allows you to collect contact information of prospective customers. We have found that an Email Newsletter has allowed us to communicate with out target market and lets customers learn more about us. In more than one case, our email newsletter has even helped us win more work.
How to phrase the Call to Action
Phrasing the call to action persuasively is important. If you have an Email Newsletter, just saying “signup for the newsletter” isn’t as powerful as saying “signup for deals, specials, and insider news”. Consider how you phrase the call to action and make sure it’s compelling, and that prospective customers see the benefit of taking action.
The Sales Conversion Process
The Sales conversion process is the step(s) a typical customer takes before they become a paying customer of your business. It’s an accumulation of all the questions a customer asks before they buy from you.
If you sell t-shirts online, the Sales conversion process could be
- Potential customer (or “Prospect”) visits site
- Prospect sees if product quality is sufficient
- Prospect see if you have their size
- Prospect considers price
- Prospect makes a purchase and thus becomes “Customer”
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Do you need help developing your site or figuring out the Calls to Action for your web site or Business Marketing? We can help. Get in touch.