Virtual tips for the savvy business owner!

In a perfect online marketing world, every website reader would automatically buy your products, or at least want to learn more about them. In the real world, however, it takes a little more direction from you, the website publisher, to get potential customers to take the next step. That direction is known as a “call to action” and every online business owner should know how to craft a great one.

What’s the Point?
In a nutshell, a call to action is persuasive text that compels your readers to want to know more, buy now or sign up. A quick tour of Internet marketing sites will show you some examples of the good, the bad, and the just plain silly! Look at these examples and notice what they direct the reader to do.

Call to Action #1: Xavier College wants to help you complete your degree quickly and affordably. Click here for more information.

Call to Action #2: Acme Internet Marketing guarantees you’ll be a millionaire by this time next year. Enroll now in our Mega-Wealth Seminar!

Call to Action #3: Stay ahead of your competition with up-to-date industry information. Subscribe to our weekly podcasts.

Each of these examples tells the reader how to take the next step. If your website visitors aren’t sure what to do next, they’re probably clicking away to your competition.

Why Should They Take the Plunge?
Something else great calls to action have in common is spelling out plainly the benefit of buying your product or service. Practice writing a one-sentence capsule of why someone should take the plunge and buy.

Will they be thinner, happier or richer? Will their children be better behaved or their lawns greener? That concise statement may be all they read, so tell them clearly what you can deliver.

And now that you’ve persuaded them, what do they do next? Whether they should click, call or download, it must be clearly stated and easy to do to keep them interested.

Is it Easy to Find?
Here are some effective strategies for making your calls to action stand out on web pages:
•    Use clickable buttons: You may want to embed links to your sign-up page within the text of your call to action, but somewhere on the web page, use clickable buttons that lead them to the next step, as well.
•    Position a call to action in several places: Don’t make your prospects read an eight page sales letter before they find the link to buy. Give them the ability to purchase, subscribe or get more information several places on your website, to match each prospect’s attention span.

What Happens Next?
And, finally, when you’ve captured their attention and they’re ready to buy, learn more or sign up, what could possibly shut down the momentum? A link or clickable button that doesn’t work!

When planning a successful call to action, test the entire sequence as though you’re a consumer. Tweak the process until doing business with you is a pleasure.

A great call to action can make the difference between a hugely successful campaign and a disaster. Take the time to perfect yours and find out for yourself what giving directions can do.

Filed under: Sales tips, Website design, online marketing