A Clear Call for Action

Are you forgetting something? In your website, you just informed your customer of the benefits of your services, talked about their great value, the low risk nature, and even about the low payments. But have you told them what to do next?

Effective websites tell the visitor what to do next; they have a clear Call for Action.

The purpose of the call for action is to make it as easy and inviting as possible for your visitor to take the next step in buying from you.

Successful direct mail packages include toll-free numbers and self-addressed stamped envelopes. Brochures and advertisements that feature maps, clear addresses, and directions to the business help the reader take the next step too.

Your website works the same way. To make it as successful as it can be, you need to get your visitor involved immediately. You do that by asking for an action.

A strong call for action is the equivalent of asking for the order - the salesperson who presents a stellar demonstration of how fantastic their product is won't make a dime if they don't ask for the sale. Don't just give an instruction. Encourage, entice, and tantalize them into taking the action.

Some Common Calls to Action Include:

Directing the visitor to a rely form. This makes it easy for them to just tick off the requested information, select items from drop-downs, and fill-in the blanks.

Call us now. Make your contact number bold and easy to read. Offer customer service hours (the longer the better), and online access to an operator if you get a lot of inquiries.

Requesting a report. Provide a link to a downloadable report and make sure the recipient gets it immediately. Studies have shown that the less information you require the higher your response rate. Stick to the basics of a name and email address. If you need more, be very specific as to why.

Subscribing to a newsletter. Opt-in boxes are so prevalent now that most visitors have no problem entering their information. If you're not getting good sign-up rates from your visitors, it may just be that your offer isn't appealing. Put your opt-in box above the fold, so the visitor sees it immediately upon entering your site.

Your website content should include clear instructions to your visitor with multiple ways to order or download information. Your contact information should be easy to find and include at least an email address and a telephone number.

A call for action needs to be a part of every single marketing piece you have.

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