Call To Action
When it comes to Call to Action, your website needs to have one specific objective. Too many websites have got multiple objectives all competing at the same time and it’s just too confusing. So planning your Call to Action and focus on what one thing you want each visitor to do.
So imaging you’re talking one to one with a website visitor and you would like them to take action. You would make the action really clear, and then make it fairly obvious what they need to do to take action. You must remember that although you are not face to face, you are still relating to real people and usual etiquette applies. Before you immediately go in for the kill, I want you to picture a scene…
There I am at the nightclub and I see the guy standing at the bar. He looks around and in walks the girl. This guy has realized straight away that she’s a match for him. Now it was probably to do with her gorgeous looks and maybe an air of confidence and the little black dress, but he’s realized there’s a match. As she’s walking across to the bar, she’s starting to think, “Actually there might be a match too”. Now, they’ve only just clocked eyes on each other and the guy is waiting at the bar as she’s approaching… He turns to her and says “Will you marry me?” You wouldn’t do it, even if that’s exactly what you wanted. You need to build a little bit of a rapport first and have a conversation. If you’re feeling confident, you would ask a starting level question, such as “can I buy you a drink?”
It’s rarely appropriate to go straight in and ask for the sale, especially if it’s a big commitment. So, you need to think about that in a Call to Action, what is it that you could reasonably expect your visitor to do on the first time they come to your website? Remember, this is more about building rapport, you want action, but an appropriate starting point might be ‘download my free newsletter’. In signing up, you have the opportunity to continue communication through the newsletter and build the relationship.
It is a good idea for you to take some time to have a look at the Call to Action on other websites to see what you think would be appropriate. A poor example of a Call to Action is just simply having a ‘Contact Us’ button. Surely “Get in Touch” and “Let’s Talk” is a little bit friendlier, but even that can leave the website visitor wondering ‘Why should I get in touch? Why should I talk with you? So you may want to give a reason why they should get in touch.
A good Call to Action technique, particularly for smaller local companies may be to offer a free consultation. It can be an ideal way to get people to start a conversation with you, but you need to be able to respond quickly to requests, so consider if this is viable for your business.
Include your Call to Action above the fold of your site to improve its effectiveness in drawing in your visitors.