A good website design is essential to improving online presence – It can help increase the recognition of your brand while attracting your idea target market. Methods like search engine optimization (SEO) and SEM Marketing (Google AdWords) can help drive the traffic needed to your website. But once visitors land on your site it’s important that they take the steps to contact your business or make a purchase.
Website visitors have very low attention spans and converting them within that short time frame is key, otherwise they would just drop out meaning a wasted opportunity for a sale. A good conversion strategy is to include ‘Call to Actions’ on your website that initiate a visitor to take action based on what they see. Discussed below are some tips on designing good call to actions that will help convert your website visitors into leads and eventually sales.
- Unique: Having a standard ‘Contact Us’ link on the web page is the normal practice – this is okay, include the link. However, also have other options or call to action buttons that are unique and capture the visitors attention. For instance words like ‘Get A FREE Quote Now’ or ‘Find Out How We Do It’ will more than likely convince a user to click than just a simple ‘Contact Us’ or ‘Find Out More’. Even a button for visitors to upgrade a service or purchase the next package can be presented in the form ‘Level Up’ or ‘Improve my services’
- Clear, upfront and direct: The most important thing with call to actions is that they must be clear (of what it’s doing), upfront and very direct. Don’t have confusing or ambiguous words and sentences. The visitor must not be confused in anyway about what action they should take or what the call to action means. When designing call to actions run it by some of the other departments such as sales and customer service to get some feedback.
- Based on visitors’ needs: As a business owner you want your website visitor to perform a specific action when on the site (such as call your business, download a guide, make a purchase, and complete a survey) whatever the action may be. But in order for them to effectively be persuaded to take action it has to satisfy their (the visitors) needs as well. So it’s important to think from the visitors’ perspective and try to identify what they are looking for. Then present these options to them in the form of a call to action. For instance instead of saying ‘Read Blog on Call to actions’ have ‘Get some CTA tips for your business!’ or instead of ‘View Prices’ have ‘How much will it cost me?’
- Carefully timed: Finally its vital to carefully time your CTA’s and position them correctly. You wouldn’t want to ask your visitor to do something too early before they even know what they want, nor do you want to be too late (after they have lost interest). It’s vital to time it right, build a little trust with your visitor before you ask them to make a purchase. In some cases depending on the call to action they can be positioned early on but others its best to wait till a little later. For example you wouldn’t have a ‘Buy Now’ button as the first thing a visitor sees upon landing on your page nor at the end of a blog. You would rather have call to actions like ‘Find Our More’ or ‘Learn about our services’ before after which you can have a ‘Buy Now’ button
Ultimately remember that the purpose of a call to action is to convince your website visitors to do something. So think from their perspective and initiate action within them.