website-call-to-action-mark-f-simmons

You’ve built a fantastic website. It’s beautifully designed, leverages the best content management platformfor search engine optimization (SEO) purposes and meets the modern best practice standards for design. So why is nothing happening? Customers aren’t buying, potential customers aren’t contacting you and no one’s signing up for your newsletter.

Does this sound like you?

I hope not, but if it is you should read on.It’s not your fault. It doesn’t matter what your “selling.” This can be an actual item, a free giveaway, a consultation in exchange for lead information or a guide for signing up to your newsletter. The point it, your website has a purpose and it’s your job to tell the visitor what that purpose is. If you’re not conspicuously placing a “Buy Now” button on your site (in the right place of course), why would you think someone would buy what you’re selling? But you weren’t expected to know this when you started your business, right?

What is a Call To Action

Simply put, a call to action (CTA) is anything that gets a user to take an action. This can be in the form of “buy now”, “sign up” or “contact us”, etc. You have to tell people what to do or they will likely not do it. Just having your offer exist on the site is not enough. You’ve spent a lot of time and money attracting traffic to the site. It’s your job to set yourself up to convert it!

Too Many Choices Lead To Confusion

Maybe you’re using calls to action and you’ve got that part down, but you’re still not seeing good results. If you have too many choices for the visitor to make, it will cause them to freeze up. A wise marketer once said “A confused customers always says no.” Don’t add to that confusion. With the exception of your typical e-commerce setup, each page should be focused on one call to action. So, this is not to say you can only sell one item on your entire site, but set things up in a way where it’s not overwhelming. If you have one product or service, great. If you have multiple, at least organize it in a sensible fashion.

Here’s an example from Mail Chimp that focuses on “sign up”:

Call-to-Action-MailChimp-Homepage

The Homework

Now that you know what may be causing the less than expected results you’re experiencing, here’s a few tips on how to change it.

  1. Add subscribe forms in strategic places on your site – (hint – look for the highest trafficked pages in your analytics)
  2. Make sure your “buy now” buttons also include credit card logos to increase the trust factor
  3. Don’t use too many fields in your lead capture form – only the essential ones like name, email, phone number if you can

This isn’t meant to be comprehensive or customized for your website but to get you thinking about why visitors don’t convert or don’t convert as often as you expected. Pay more attention to this detail and you’ll see results improve over time.

What are your thoughts on the subject? Share in the comments below.

Yours in success,

MFS

————————————————————————————

I’m currently working on a comprehensive Twitter e-guide “Unlock the Hidden Potential of Twitter: What Your May Not Know About Using Twitter for Business May Be Costing You Money”  This will address the most common issues (and some uncommon ones) people have with Twitter and how to effectively manage the platform to grow your community, extend your voice and generate revenue. There will also be a few free bonuses – including the “Master Guide to Twitter Advertising” and “How To Use Twitter for Customer Service” – to accompany the main guide which we be sold for less than $50. Five lucky newsletter subscribers will get a free copy to evaluate so sign up now to be considered. Stay tuned….