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What’s your call to action?
Call to action: Make it clear and easy to do. On every page.
Sure, you could wait for your customer to do what you want them to do. But wouldn’t it be a little faster and more effective to—you know—ask them?
What do you want your prospects to DO when they end up on your website?
Make sure you have a clear call to action on every page of your website.
What is a call to action, anyway?
You have to ask your prospect to take the next step.
It doesn’t have to be BUY NOW on every page. Far from it. But, every interaction should be a positive experience that could potentially lead to a sale down the road, right?
A call to action might be:
- Call now
- Sign up for my email newsletter
- Leave a comment
- Learn more
You’ll need to figure out your customer journey before you can really dial in the call to action.
“Oh no Kelley, that sounds like marketing gibberish to me. Do I have to pay someone $5000 to figure out what my customers do?”
Nah, far from it. Unless you want to, or if you’re a huge corporation with super complex processes like T-Mobile. (If you are, what the heck are you doing here? I like the idea of a T-Mobile exec sitting in their office reading my blog before a meeting on the 17th floor.)
Anyway, you should have an idea of who your customer is, and what they do before the step where they give you money.
- How long have they known about you?
- Do they tend to do a lot of research before they buy?
- Do they subscribe to your newsletter or follow you on social media?
What should my call to action be?
It depends, of course.
- What kind of service or product are you selling?
- What page are they on?
Let’s start with home pages, because they’re the ones that often get short shrift when it comes to a call of action.
What? For a B2B (business to business) service company with a higher ticket price, your call to action on the home page will often be “learn more,” with links to a more information, like a portfolio or pricing.
Why? Because your buyer is a mid-level professional who needs to research several options. They may need to justify or explain their choice to others. They need more information about your work before they proceed with contacting you.
What? For a small online retail business, you might put your product on the home page, and let the sales be your call to action.
Why? Because getting your customers to your sales page is the hard part, and that’s already done. They’re already interested. You can put beautiful photos of your product to entice even more, and a link to your online store. Your front page can even be your online store. Make it easy!
Furthermore… For a restaurant it might be “reserve your table.” For brick-and-mortar retail, you might want to tell your new internet friends to sign up for your email newsletter for 10% off their first purchase. And on and on.
What would you like leads to do after they land on your home page?
So it can be different on different pages?
It probably should be!
After all, if someone is on your sales page, you want them to buy something.
If you’ve gotten someone to your landing page for your email newsletter signup, you sure as heck want to convert that.
If someone is on your contact page, you want them to contact you, right? Or do you want them to go straight to booking an appointment? Or read your FAQ before sending you one more lousy email?
For me, I’ll put an email newsletter signup on this blog post, because that seems to me like the best time to ask you. You’re here, you got all the way to the end of the blog post, and you’re still not tired of me, so why not take that time to beg for your email address? KINDA KIDDING! (BTW, I send a helpful email once a month, so go ahead and sign up for it. There are always cute animal photos, and I don’t give your address to anyone else, so you really can’t lose.)
I’m not an expert when it comes to design, okay? I mean… look around.
But from what I’ve read, design makes a huge difference when it comes to your call to action.
If you’re starting off DIY, with no budget for web design, I hear you. Your first step is making your call to action very clear.
Make it easy to find. And make it easy for me, as a reader, to understand what I’m supposed to do.
Watch out for clickable buttons that don’t look like buttons, and links that don’t look like links.
Ask a friend to look at your page and tell you what they’re supposed to do at the end. It’s super important to get feedback from someone who hasn’t been staring at your website for six weeks.
On a separate note, don’t get so wrapped up in beautiful design that the call to action gets totally lost.
Any questions about your call to action? Drop a line at firstname.lastname@example.org, or let’s hash it out in the comments!
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