Building an Effective Web Presence : Step #3 – Create a Clear Call to ActionThursday, February 24, 2011
Building an Effective Web Presence : Step #3 – Create a Clear Call to Action
Over the past two months we identified steps one and two in the process of building an effective web presence:
Step 1 - Define your ideal client.
Step 2 - Identify very specific goals for your web presence.
The third step is often the most overlooked – create a clear call to action!
We touched on this idea briefly in the last article, but let’s take a closer look here.
What is the one thing you want your ideal client to do when they get to your website?
Have you actually thought about this? When I ask this question of new clients, most tell me they want people to browse through the website and learn about their business. The problem with this is that it’s a very passive approach and not likely to lead to a lot of conversions.
Your business website should purposefully drive site visitors to a very specific call to action.
Developing your website with this idea in mind can dramatically increase your conversions. This is especially true when that action is tied directly to the primary goal(s) of the website.
For example, if the goal of your website is to cut down phone calls for routinely asked questions, you should have a Frequently Asked Questions page on your website, and the prominent call to action on your home page should immediately drive your site visitors to those FAQs. If your goal is to build a social media following so you can engage your customers daily or weekly, then you should have a clear, bold, prominent call to action on every page to “Like” your business on Facebook, or to “Follow” your business on Twitter. If your goal is to use your website to collect qualified leads, then you must provide an online form and proactively guide your visitors from each page of your website to that form.
A call to action is a very simple improvement for most websites:
1) Decide what you want your ideal client to do when they get to your website;
2) Tell them what you want them to do; and
3) Give them a reason to do it.
Make your call to action prominent. Make your call to action clear. Make your call to action easy.
Traffic vs. Conversions : Rather than trying to increase site visitors all the time, consider trying to improve conversions from your existing visitors.
It’s easy (when you aren’t getting what you want out of your website) to immediately think, “I need more traffic!” But it’s much more effective (and usually less expensive) to first take an honest look at the traffic you are already receiving. Then, take steps to improve the conversions from the visitors you already have.
Creating a prominent call to action is a very simple way to do this. Rather than your site visitors passively browsing your website and leaving, they will become active and engaged on your website, giving you the opportunity to create a new customer.
Do it today! Create a prominent call to action on your website.
1) Decide what you want your site visitors to do. (Make sure it’s tied to your website goals)
2) Prominently (and visually) tell them what you want them to do. (Make it obvious and easy)
3) Give them a reason to do it. (Reward them or tell them what they’ll get by doing it)
I am confident you’ll quickly see a dramatic increase in conversions!
Sandy Waggett, Owner
MSW Interactive Designs LLC ~ We put the web to work for you!