Best Practice: Build call to action into the website. Make it easy for people to find what they want and take the next step to get what they want.
Today’s Article: Brand Implementation: Create a Call to Action Website
Today people feel they have less time to get everything done. With the introduction of internet, computers and new technology, everything is changing even faster and the world has sped up. Not only has the world sped up, but we have more choices now then ever.
Example: The first website was created in 1991. Today there are over 1 billion.
The best way to attract people to your website is to provide fresh relevant content. Put on your website what people are searching for when they are looking for what you sell. To get a prospect’s attention today – simplicity, clarity and convenience are even more important. Just like an elevator pitch that needs to be under 10 seconds, you have a few seconds when they come to your home page whether they stay longer or continue searching on the Internet.
In marketing, a call to action (CTA) is a short phrase written into copy and shared with an audience that makes it easy for them to take the next step. Examples: “call now”, “find out more” or “visit a store today”.
The main reason for a website is to encourage people to act by calling, emailing, visiting your social media, requesting a document (guide, e-book, or white paper), use your shopping cart or walk through your door. Focus on what you want them to do and inspire them to do it. In writing your copy, use words and phrases that people use when they search, on the Internet, for what you sell. The best source of information to help them make a “buying decision”, other than a shopping cart, is to connect with your company.
Since today people feel they have less time to get everything done, make it easy for them to connect with your company. When they come to your home page, simplify the choices they have to get what they want. The more choices you provide on your home page, it slows down the decision-making process. Two to three main focal points is a good number. For a service company, do they want residential or commercial. For a restaurant, do they want breakfast, lunch, dinner, take-out or catering. Have a call to action on your home page.
On each page of your website make it easy for people to connect with you, i.e. phone number and email address. Some people feel more comfortable calling and some emailing. Make it easy for both. Use shorter paragraphs, highlight important text and use bullets for lists. Add a photo to each page to add interest and people connect quicker with a visual image in a photo versus just text.
When looking at designing a website do not forget what people (demographics and psychographics) are searching for and what they are willing to pay for it. Remember there are three pricing strategies: below market (low price), at market (more value higher price) and above market (luxury, status or prestige).
Connect with the Customer
The key to connecting with new business is understanding who they are, what they want, how you meet their need or desire and what price they are willing to pay. Pick the right pricing strategy, photos and text with the right branded message(s) to attract new customers and keep repeat customers.
In building call to action into the website, make it easy for people to find what they want and take the next step to get what they want. What are the ways you want them to connect with you: call, email, shopping cart or visit your place of business. Make sure these ways to connect are on each page of your website. Add fresh, relevant content to your website regularly to improve your website SEO (search engine optimization) making it easier for people to find you on the web.
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