“I never worry about action, but only inaction.” – Winston Churchill
Calls-to-action must include strong, compelling action verbs such as, download, buy, shop now, call, and watch.
Think of a call-to-action as a conversion device. Calls-to-action require a higher level of commitment by the website visitor. These mechanisms also serve to move the prospect further along in the buying cycle.
Do not use motion in the call-to-action it only becomes a distraction to the visitor.
The call-to-action can be words, a picture or a combination of both. A picture of a call center operator standing by for the call with a description on the image that reads “Call Toll Free Now!” is compelling. It incites the visitor to call the number right away.
A strong call-to-action serves a company better than putting their toll free telephone number in 6 pt. text at the bottom of every web page. Don’t make the visitor hunt for the phone number. If that’s the case, the phone won’t be ringing any time soon.
The call-to-action may be in the form of a pop-up. Some people like them others don’t. The call-to-action might be asking visitors to subscribe to a free, monthly newsletter or to receive a free white paper.
Pop-ups drive some website visitors crazy and they leave the site and some pop-ups motivate visitors to take action, and take it now. Everyone has to make their own decision about using pop-ups.
Because the call-to-action is such a critical part of the selling process let’s take a quick review before moving on to the strategic thinking section:
- Calls-to-action need to be clear and concise, benefit-driven offers so the website visitor feels motivated to act.
- Calls-to-action should be front and center on the web page. Don’t bury the call-to-action at the bottom of a page so the visitor is not immediately attracted.
- Calls-to-action should convey a sense of urgency on the visitor’s part to act now or they may lose out on some great deal.
- Place multiple calls-to-action on different pages of the website to increase more visitor participation. But, don’t overdo it.
- Have you carefully thought through what takes place after the Call-to-action?
- Have a call-to-action on every web page.
- Make the call-to-action obvious; change the text color and move the call to the top of the page.
- Use urgent verbs, such as subscribe, call, buy and shop.
- Put an expiration date on the call-to-action.