If your website does not have a call to action, it’s like a stand up joke without a punch line. Just a few snappy words without any conclusion. It doesn’t matter if your site is merely informative and not e-commerce. It still needs phrases to attract readers and make them want to read more, just as an e-commerce site needs language that turns viewers into repeat customers. Your site can have compelling graphics, but if there’s no call to action, you will lose business. A call to action generates leads and sales.
A Good Call to Action
Good calls to Action impel the reader to take action, whether it is to get more information about a service, or purchase a product. Most websites use a button, with the suggestion that the reader
- ‘Click here/act now”
- Have phrases such as “call today’ with further contact information.
Before putting a new call to action on your website, you should conduct studies in order to measure its effectiveness. You want words and graphics that create action, not just catchy slogans and meaningless studies. Marketing surveys show that customers respond better to straightforward language, not puffed up claims. Do not make any changes until you get evidence that the changes work.
If you do have a Call to Action, there are a few questions to determine its effectiveness:
- Does it use a hyperlink or button?
- Is the button large or small?
- What size is the text: prominent or small?
- Where is it placed: near the top of the page or the bottom?
- What colours are used?
A good call to action is large enough to stand out. The most effective contact buttons are red-red seems to encourage reader response. Most importantly, a good call to action is not at the bottom of the page. It should be near the top of the page, in prominent font size and colour. After all, you want to make the sales pitch as soon as possible, not wait until the end, when a viewer may be tired or distracted. Get their attention immediately.
The best calls to action encourage the reader to act immediately. Mentioning that stock is low is very effective. If somebody is thinking about making a purchase, and feels the price is reasonable, they may be more inclined to make the deal if they think there’s a risk of losing what they want. Just don’t overdo it. Readers who don’t make the purchase and check back in a few weeks to see the same message may get really annoyed. You could lose their business. It’s effective, but only when used in moderation.
Finally, do the testing before you make website changes. You want maximum response, not a quick fix.