When visitors arrive to your site they need to be met with a call to action to tell them what you want them to do next. Without a call to action you are at the mercy of the visitor’s interpretation of they marketing copy and images on your pages.
Advantages of a call to action:
- Visitors do not get lost. A concise call to action tells a visitor exactly what to do next. The visitor does not have to interpret copy to guess where they can find what they are looking for.
- Qualify the visitor. Someone who clicks on a call to action identifies themselves as interested in your product or service. This allows you to fine tune your efforts to a self-identified, interested potential customer.
- Get the visitor’s permission. Home pages are very busy area filled with many attempts to catch someone’s attention. You home page can be clean and simple, centered on the call to action and move the more fine tuned marketing efforts to other pages.
How are call to actions constructed?
- They must be short and concise. Describe what you want the visitor to do in 5 words or less. Images are a great way to supplement text but do not make the images too big.
- The call to action needs to be aligned with a goal. Every page on a website needs to have a goal. the call to action needs to drive your visitors to an action that will meet the goal or get closer to the end goal.
- Never have more than 3 call to actions. Many studies in marketing show that any more than 3 choices confuses customers. This is counter intuitive when most of us what to provide as many choices to help our customers. Any more that 3 choices usually paralyzes the customer causing them to navigate away from your site.
Call To Action Examples
Let’s look at some good and bad call to action examples:
- Print this coupon & save 10% – Tells the visitor what to do and has the bonus of encouraging the purchase of a product.
- Register today for free class! – Tells the visitor exactly where to click to register and what they are registering for.
- Help me learn to sail! – This is short, concise, and personal. It is written from the visitor’s point of view.
Here are some bad call to action examples:
- Click Here! – It does not explain why the visitor should click or what will happen. What if all they want is more info and the link takes them to buy?
- Click here to register or to get more info! – This combined two actions which can confuse the visitor. What if I want more info and I am not ready to register?
- Check out our products page! – Try not to repeat links that are already in the menu of the site. Also the products page is too general – try to refine to a product category.
If you have a call to action that you want us to review or help with add it to the comments below!
We also offer a full online presence review that will evaluate your use of call to actions on your site.