Or, should I say, a generous smattering of calls-to-action for your website?
Your website exists to sell. Sure, its surface purpose is the serve, inform, entertain, warn, inspire, motivate…and to then ask for the sale.
If you’re not asking for the sale, you’re not just giving your intellectual property away for nothing; you’re giving it away at an exorbitant cost…TO YOU.
Implementing expert calls to action, in the right places at the right times and to the right people, is essential to the selling success of your website.
How will you know what to do and how to do it? All you’ll need is some insight into why the right calls to action work, and some guidance in implementing them for your very own brand’s website. Let’s get started now.
Calls-to-Action that Cause Action
Some people will come to your website with the intention to sign up for something or to make a purchase; however, the majority of your website’s visitors are popping in to gather information or to read (or watch or listen to) more about something that has intrigued them.
What are you going to do with that?
Are you going to give them what they want and then send them packing?
Or are you going to use their heightened state of interest to show them exactly how your brand can solve their problem, ease their pain or improve their life?
Here are some of my top tips for creating website calls-to-action that work:
- Design your website like a roadmap. Every page (and your website as a whole) should operate like a guided tour of your brand. Visitors should be directed through it with a strategy that builds confidence and trust in your brand and compounds their desire to sign up or purchase (depending on your brand goals). Keep this in mind as you design the navigation of your site and always, always end each journey and mini-journey with a call-to-action.
- Be specific and direct. After your visitors are finished reading (or watching or listening) to what you have to offer through your website’s content, they want to know exactly what their next step should be. So tell them. Give them clear instructions. Tell them what to sign up for, what to buy or where to go. Tell them where to click and what to do next, after the click. Leaving this open for interpretation will greatly increase the chances that your visitors will leave without further action.
- Anticipate common questions and misgivings. You should know your ideal customer inside and out—and this means knowing what he or she will feel as they move through the content on your website. You know about their problems, fears and misconceptions, and should be able to predict what they’ll be thinking at each stage. Answer questions and quell fears at pivotal places in their journeys. Create a FAQs page that addresses questions whilst serving and selling. Aim to alleviate all reservations so that when your calls-to-action make their appearances, your visitors are primed and in a YES state of mind.
- Abandon all visions of high pressure. Your website exists to sell; however, doing so directly will ensure that it does none of that. Your website’s first course of action should always be to serve, so even though your calls-to-action should be direct, your visitors should also have options to learn more before committing. A “buy or leave” mentality will never work to build your brand.
- Understand your ideal customers’ natural progression. Every brand’s goal should be to convert strangers to friends, friends to customers, and customers to loyal clients. This is standard. However, what isn’t standard is the time period(s) and mental progression required for each brand’s customer journey. It cannot be assumed that every visitor to your website has come there with the intention to buy. Again, know your ideal customers. Understand how much time and support they’ll need to move from each stage to the next. Recognise and support those needs with your website’s content and the timing of your calls-to-action.
- Include at least one call-to-action on each webpage. Remember your prospects’ journeys as you design these calls-to-action. Know that not everyone is ready to buy, so each page should offer an option that supports the content of the page and the mental state of your visitor. Your calls-to-action may include buttons that say things like “Download Your FREE Guide Now,” “Schedule a Consultation,” “Share this Article,” “Register Now for this Webinar,” and “Reserve your Advanced Copy of the Book Now.”
The ultimate goal of your website should be to cause action from members of your target audience; however, too many business owners expect those visitors to take action without being asked to do so.
The title of this article talks about a Call-To-Action for Your Website. This is my call-to-action for you: Now is the time to think—really think—about what you want from your website. Marry that to what your ideal customers want from your brand and design a journey that not only sells your product, but that meets needs in a way that causes people to shout your brand’s name from the rooftops.
Have you mastered your brand’s message? If you’re not getting precisely what you want from your business, then the answer is probably NO. Click here to check out the redesigned 3-day Master Your Message™ event, which now includes B.R.A.N.D. Accelerator Step 1 (Belief Block Buster) and an individual consulting session. Don’t delay! Spots are filling quickly.