A business can miss out on potential web sales by not providing customers with a clear call to action. In many instances, customers land on a business’ web site through a general search on Google or other search engine. If there are no clear instructions on how to find out more or buy a product or service, the customers are left guessing what to do next. A clear call to action can help businesses prevent customers from leaving a site frustrated and losing a potential sale.
What is a Call to Action?
A call to action is any phrase that inspires readers to take action. This provides guidance to web site visitors on what steps to take next to further enhance their product knowledge or experience. For instance, a web site call to action might ask visitors to download a free 30-day trial of software, invite them to join a mailing list, or encourage them to order now for free delivery.
When writing a call to action for a web site, business owners should have in mind what they want visitors to do next. Whether it is to call for a no-obligation consultation or to register for their electronic newsletter, a business web site should clearly communicate the action they want customers to take.
The Elements of a Strong Call to Action
- A strong call to action should convey a sense of urgency. A call to action that states “Order Today and Save” gives readers clear directions and a sense of urgency. The phrase inspires readers to act now if they want to take advantage of the special offer.
- A call to action should be clear, concise and easy to understand. It should also focus on customer benefits that will inspire a customer to act.
- Call to actions should be easy to find on web site. Business owners should consider featuring calls to action on the side navigation of the web site or near the top heading so customers can find them easily.
- Multiple calls to action can be included on a web site to help increase leads and sales potential. Other calls to action might be to “Receive a Free Quote,” “Receive our Monthly Newsletter,” or “Click Now to Download Our Whitepaper.”
A call to action is an essential component on a business web site. It not only helps a business obtain sales leads and generate more sales, but also helps customers discover the next steps to obtaining more information or purchasing the product they’ve been searching for. Businesses can utilize direct response techniques like calls to action to generate greater sales on their web sites and other promotional materials.
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