When you direct visitors to your website, you don’t want them to simply take a look around and then leave. You want them to take a certain action. That’s why your website should contain at least one call-to-action.
The call-to-action is well known in email marketing. This is the part of the email that persuades readers to click on a link. Yet a call-to-action is equally important on your website.
A call-to-action is the place on your website (or in an email) where you convince people to take a certain action. Some possible actions that you may want people to take are:
What all of these actions have in common is that the visitor must click on a link and take some type of action. This may be an outright purchase, or it may be only one step in a sales funnel. How many levels the funnel has will vary, but in every case you want people to go beyond the page they are currently reading and do something!
If you want people to take action as a result of reading your emails, your call-to-action must stand out. Here are some ways to get a better response from your call-to-action:
If you want people to take action, you must make sure they know exactly what you want them to do. It should also be easy for them to find the place where they have to click. The best rule to follow is that every time you mention the call-to-action, there should be a link for readers to click on.
If your page has too much text or is too cluttered, it will be harder for visitors to find or focus on your call-to-action. That’s why many marketers use a landing page for their call-to-action. This is a page that has no other distractions on it.
Yet you can also have a call-to-action on a regular web page. If your site has a landing page, you can place links to this page on all of your other pages. In order to make this noticeable, you don’t want any of your pages to be too cluttered or distracting. Think of this before putting up too many ads, banners, images and anything else that might distract people from your main offer.
Visitors aren’t going to take action to help you – they want to know what’s in it for them! That’s why you have to be very clear about how they’re going to benefit. If your product or offer solves a certain problem, this is what you should be stressing as you present your offer.
If people think they have as much time as they want to consider your offer, they are likely to procrastinate. This usually means they forget about it as other offers come to their attention. So you should always create a sense of urgency about your offer.
You can set a time deadline, which should not be very far off. Another tactic is to make the offer available to only a certain number of people, such as the first 50 who reply. When making such offers, you should stick to the rules you set up. Otherwise your offers will lack credibility.
You can include both text links and images for your call-to-action. There are a few ways to make sure that it gets noticed.
While it’s certainly not necessary to hire a designer, if you want to create a button or other image that stands out you may want to do this. If you don’t have the skills or time to design your own images, you can find reasonable freelancers who can do it for you. You can look for freelancers on oDesk or eLance.
Yet whether you design your own graphics or outsource them, it’s equally important where you place them. Naturally, you also have to use persuasive language when you present your offers.
If you aren’t sure how to do this, you can always hire a copywriter. If this isn’t in your budget, do a little research on copywriting. You can also browse different websites and sales pages and see for yourself which ones are most compelling.
Your call-to-action is essential if you are promoting anything online. You want lots of people to visit your website and appreciate it, but you also want them to do something while they are visiting.
A website without an effective call-to-action may get visitors, but it won’t help you build a business. You have to decide what you are trying to achieve with your website. Build a list? Sell your own product? Get people to buy products you’re promoting as an affiliate? Then you have to create a call-to-action that convinces people to do this!