When it comes to web design and copywriting, your primary focus is probably on getting potential customers to visit your website. And with good reason—if your website isn’t generating traffic, then it won’t do much good as the centerpiece of your digital marketing strategy.
However, once people get to your website, you’ll need to make sure they have a clear path towards the next step.
Whether you want people to make a purchase, sign up for your email list, or book a consultation with your business, you need to include clear calls to action that drive your site visitors to take that next step. Here’s a quick guide on how to do exactly that!
What Makes a Good Call to Action?
A good call to action (or CTA) is simple, actionable, and stands out on the page. You don’t want users to have to jump through hoops to figure out how to contact your business, download a lead magnet, or make a purchase. High quality CTAs simplify the process, and make shopping with your business a no-brainer.
Let’s face it… consumers have short attention spans, and they aren’t likely to take extra steps to give you their business. If your website doesn’t have clear CTAs that drive customer action, your site visitors might move on to your competitors instead of digging around your site, looking for a contact form or phone number.
As you work with your Tucson web design specialist, consider the following steps toward creating effective calls to action that yield higher conversion rates.
- Make It Visible – CTAs should jump out on the page. You might use a text block, button, or colorful graphics to draw the eye toward a CTA so that users immediately know where to go next. You also shouldn’t bury CTAs under paragraphs of text. Include numerous calls to action throughout each page, with one above the fold to reel in purchase-ready visitors.
- Make It Easy – Remember how we mentioned short attention spans? If your customers have to take lots of steps to follow through with your CTA, they’ll probably opt out. Avoid overly long form submissions or multistep processes. Keep it simple and easy to drive more customer actions. If there are multiple avenues a customer might take to connect with your business, you CAN utilize multiple CTAs. But make it clear what you’re asking customers to do each time. For example, you might include a CTA to sign up for your email list to attract warm leads, along with another to book a direct consultation for hot leads.
- Make It Valuable – When crafting CTAs for your website, put yourself in the shoes of your target customer and ask, “What’s in it for me?” Calls to action should offer value that incentivizes follow-through. Think free trials, estimates, demos, and something they can download.
- Make It Urgent – Don’t let your customers off the hook with the assumption that they can just come back later. Create a sense of urgency with language like “today,” “now,” “limited offer,” and “exclusive.”
Not All CTAs Work. Testing Is a Must!
Every business caters to a unique audience, so what works for one business may not work for another. That’s why testing and refining CTAs is a must. A/B testing can provide great insight into the type of language and page designs that will drive user actions among your target audience. And don’t just test once. Continue to refine your approach to see better and better results.
Creating effective calls to action isn’t always simple. It can take lots of time, testing, and insight from a Tucson web design company like Anchor Wave. We have worked with businesses in a wide range of industries to perfect the art of converting leads into customers. Contact us today to learn how we can help you drive more customer action on your website.