Last week, I talked about how SEO is meaningless if your website isn’t getting conversions. I mentioned that one of the most important things you can do to get more conversions is to have a strong call to action. Today, I want to offer you tips for creating better call to actions, helping you get more sales, sign-ups and customers.
Know the purpose of the page — Each page on your website needs to have a clear purpose. Some pages may be designed to get the customer to inquire for more information about your products or services; others may try to close the sale right there on the spot. Know the purpose of the page, and craft your call to action accordingly.
Put a call to action on every page — Every page on your website needs to have a call to action. You never know how people are going to arrive on your website or what path they’ll take once they’re there. By placing a strong call to action on each page of your website, you make certain that visitors are being driven to conversion no matter where they are, giving them fewer options for leaving your website without taking action.
Place a call to action above the fold — Web users spend 80% of their browsing time looking at information above the fold of the page (the part of the page that displays without scrolling down). That’s why it’s so important that you put your call to action above the fold, so that visitors see it the moment they land on your page.
Make your call to actions more visually appealing — Add a little pop to your call to action by transforming it from basic text into a graphic. You can make your call to action a button, a banner, a contact form, or anything else that will stand out and grab the visitor’s attention.
Use words that create a sense of urgency — You’ve seen those infomercials where they encourage viewers to call within the next few minutes to take advantage of a special offer. There’s a reason for this. Smart marketers understand that customers won’t take action unless you make them feel like they need to take action now. If your call to action doesn’t create a sense of urgency, the customer will put it off until tomorrow…or the day after that…or never. Use words like today, now, or limited time only to encourage customers to take action now.
Include a call to action in every screen view — By repeating your call to action once every screen view, you ensure that no matter where the visitor is on the page, they’re being encouraged to take action. This is especially important for long pages with lots of copy and graphics.
What’s your best tip for creating a call to action that gets results? Share it by leaving a comment below.