Is your website working for you? There are a lot of different criteria you can use to answer this question, but for most of the clients we work with, it comes down to one thing: generating sales, leads, or other conversions online.
When your website is helping to bring in new business, it’s doing its job. When it isn’t, you find yourself looking for new tools or strategies that will be more effective. Typically, this means reviewing a digital marketing strategy from the ground up.
Sometimes, though, the best thing to do isn’t to pour more time and resources into search engine optimization or social media (although these are important tools for attracting customers). A better approach can be to think of three magic words that help you bring in more business from the internet.
We are talking, of course, about calls to action.
Why Calls to Action Are So Important
A call to action (CTA) is simply a link, button, or phrase that invites a visitor to do something. For example, we often invite blog post readers to contact us for a free consultation. That’s a simple CTA that sends a clear message.
It’s important that you have at least one call to action on your website that’s clear and compelling. If you have never thought of CTAs as being strictly necessary, let us remind you of a few simple facts:
- Research has shown again and again that customers are more likely to move ahead if you simply ask them to do so.
- Some buyers might not know what they should do if they are interested in what you have to offer.
- Many visitors to your website will simply scan your content without reading it. However, they will notice a clear call to action in the first few seconds of browsing.
Each of these truths underscores the importance of using strong calls to action. But, how do you make yours effective?
How to Make Your CTAs Compelling
There are a few ways to make your calls to action stand out, and to entice more customers to follow through.
One good idea is to simply make every CTA more visible. Use bolded text, graphical markers (like buttons or badges), or even underlined text to make sure visitors can’t miss them. You don’t want to go overboard, but every call to action should be hard to miss.
You also want to ensure your calls to action are reasonable. Don’t follow a few lines of text with a “buy” button for an item that costs thousands of dollars. Some of your potential customers might not want to make a purchase right away, but will sign up for an email newsletter or follow on Facebook (as examples).
Along the same lines, you might include a couple of CTAs on each page – one that’s a “big ask,” and another that’s smaller and requires less of a commitment. Try not to go beyond that, though, as visitors might get confused or overwhelmed. Split tests show that when you have too many CTAs on a page people stop clicking on any of them.
Is Your Digital Marketing Effective?
If you feel like you aren’t getting as much is you should be from your business website, it might be time for a fresh direction. Why not reach out to the Weblinx team? We’ve helped thousands use the internet for online sales and lead generation. We can help you, too!