What do you want your website to accomplish? What is the primary goal for your website visitors? How are you directing your visitors to accomplish your goals? When you are designing your website it is extremely important to think in terms of your ideal visitor and what you would like them to accomplish. Ultimately, if you goal is to get more business from your website, you need to direct your visitors with appropriate calls to action.
Often times you may only think to include your calls to action on your homepage or on your blog, but by including calls to action on every page of your site, you are better directing your visitors and increasing the chances of converting a visitor into a lead or customer.
What is a Call to Action?
You can find examples of calls to action on this post. We have a call to action in the sidebar of this page to “Sign Up for Blog Updates”. We also have a call to action at the end of this post to download our free digital marketing strategy guide. Calls to action direct your visitors to what you want them to accomplish. For example, I would love it if you signed up for this blog. Click the button to the right, a form will pop up, fill in your information and you’ll get it right in your inbox every week. That’s a call to action right in the text of the article.
What is Your Primary Goal for Your Visitors?
So someone visits your website. What would you like them to accomplish? Do you want them to buy a product, become a lead, or become a subscriber? Your calls to action are extremely dependent on what your goals are. For example, let’s say that your primary goal is to get someone to become a lead. In order to do this, you may offer them a free course or a free guide. Think in terms of a prospect’s needs and create something that would be of value to them. Once you have your offer, that becomes your primary call to action. You can then place it strategically throughout your site: put it in the sidebar of your blog, on your homepage, at the bottom of your posts, at the top of your posts. By repeating these calls to action throughout your site you are more likely to engage your visitor and convert them to a lead. Trying different variations or different offers for your calls to action will also increase the likelihood that a visitor will convert to a lead.
When you are coming up with your calls to action it is important that you be specific. If you want someone to sign up for your email list, tell them what they are getting. Don’t just say “sign up”, tell them why they should sign up. What are the benefits of subscribing? Which would you rather sign up for? A company newsletter or a weekly email that gives you actionable tips that will help you to get more customers and grow your business? I don’t know about you, but I would choose the latter.
Focus on a Single Goal
Along with being specific you should also focus on one thing at a time. Of course you can and should have secondary calls to action. But they should not detract from your primary focus. If your primary focus is directing someone to purchase a product then your design should emphasize that call to action. If your primary focus is to get more leads then your primary calls to action should send your visitors to landing pages with conversion forms.
Include Your Primary Call to Action Multiple Times
Once you have decided what your primary call to action should be, you can then begin to incorporate it throughout your website. Make sure to include it as the main focus of your homepage as well as on secondary pages, blog posts and elsewhere throughout your site. Design different versions to see what gets the best response. Also, think about and include secondary calls to action that do not detract from your primary call to action. These can be actions like signing up for a newsletter, promoting your blog or offering a free consultation. By including secondary calls to action your are increasing the likelihood of converting a visitor who might not be interested in your primary call to action.