One of the most important elements of your web site is the “call to action.” Your site may have a compelling headline that grabs your visitors’ attention. It may have well-written salescopy, great graphics, awesome navigation, fantastic testimonials, and an unbelievable opt-in offer.
But all these things aren’t going to mean squat if you don’t include a clear call to action!
Take a moment to consider the purpose of your web site. What is it you want people to do when they visit your site? Find out about the benefits of your product? Sign up to receive your free newsletter? Make a purchase, perhaps?
Now ask yourself: Does your site tell your visitors exactly how to do these things?
Your visitors need to know what you want them TO DO. If you don’t tell them to purchase your product or subscribe to your free newsletter, how can you be sure they’re going to take that action?
Be explicit about the actions you want your visitors to take. Your straightforwardness will have a direct impact on your sales!
THE POWER OF SUGGESTION
Just in case it’s been a while since you brushed up on your marketing lingo, a call to action is a strongly worded suggestion that clearly states what action you want your visitors to take. It encourages people to take that action and tells them what will happen if they do.
For example, the following phrases are all calls to action:
- “Click here to subscribe!”
- “Join our affiliate program.”
- “Add to your shopping cart.”
- “Order now to take advantage of this limited-time offer!”
It’s a good idea to include an emotionally appealing benefit in your call to action. This convinces visitors of the value!