“My website isn’t making any sales! What am I doing wrong?”
When you’ve invested a ton of time and money into your website, the last thing you’d want is for your website to gather digital cobwebs.You want your website to do something- sell products and generate leads.
So how do you get from a digital ghost town to a money making machine?
The first step is to decide what do you want your visitors to do when they visit your website. Every website needs to have an objective for it’s users to complete (example: sign up for newsletter, leave a comment, or fill out contact form). Know your website objective!
To make you website stand out in the the short-attention span world of the internet, leveraging Calls-to-action are the key to success.
What is a Call-to-Action?
A call-to-action (CTA) is an image or text that prompts visitors to take action like subscribing to a newsletter, leaving a comment, liking your Facebook page, filing out a contact form, or signing up for a webinar.
Beware: Increased sales, better fan engagement, and bigger email lists are all very common symptoms of CTA (Call to Action-itist).
Why should you use a Call-to-Action?
Simply put, people need direction to know which way to go.
2 Examples on how to Leverage Call-to-Actions:
When you first land on Derek’s website, can you tell what he wants you to take action on? He wants you to sign up for his newsletter!
Imitate Derek by:
-Location, Location, Location! Put your Call-to-Action in a prominent place!
-Making your Call-to-Action Large!
-Repetition- put it in several places on the same page!
When you look at Amanda’s page, where is your eye drawn? To the pop of color where her newsletter subscribe button is.
Imitate Amanda by:
-Using pops of color
-Putting on every page
-Location, location, location!
5 Call-to-Action Pro Tips:
1. Don’t be shy with your Calls-to-Action
Put them in primary locations and make this BIG with eye-catching colors. Positioning your call to action high on the page in a prominent column will mean that more people will see it. Color is also a highly effective way to draw attention to aspects of your website.
2. Only one or two Call-to-Actions per a page
If you put too many different Calls-to-action on a page, you’ll make your website visitors feel like they’re standing at a fork in a road. When you give too many options, they’ll pick none. By limiting the number of choices, you’re reducing the amount of mental effort your website visitor will have to use. So make it a no-brainer and stick to one per a page or two at most.
3. Make sure every single page has one
Every single page of your website needs to have a purpose, to encourage your website visitor to make some sort of action. A call to action should not just be limited to your home page. If a user reaches a dead-end (a page with no call to action) they’ll leave without taking action. Of course your call to action does not need to be the same for every page.
4. Use simple, direct, and active language
Your Calls-to-action need to be simple, direct, and clear so that even a child would understand what you want them to do. This can include active language like: Call, Buy, Register, Subscribe, Donate. Using these words will make it easy to understand and will create a sense of urgency.
5. Include a Reason
Make sure your visitor knows why they should take action. Should they like your Facebook page because you’ll be offering an exclusive deal for Facebook fans? Should they sign up for your newsletter and receive a free gift?