If you are thinking about launching your first website, or have just done this, it’s time to consider what you want people to do when they are actually on your website, and what are the next steps they should take. Having a website full of information is great, but surely your site exists either to generate leads or sales right there and then. If you make it difficult for people to do this, there is a very good chance that they’ll simply click off your website and go to one of your competitors, spending money with them instead.
For example, if you have a website where you display the types of double glazed windows you offer, it makes sense for people to find out how they can buy these for their home or business premises. If there isn’t a one-size-fits-all cost, think about how you can relay this to your customer whilst still keeping them interested. There are plenty of websites that pull these call to actions (CTAs) off well online – one such company being TUI.
A custom price structure still needs a CTA
Let’s think about the example of holidays. There are some package holidays that are pretty standard: you fly to a destination, stay there for 7 nights, and you fly home again. The price on the website will give you the full cost for this.
But what about those holiday brands that offer something slightly different, such as a custom-made tour and safari, made with you in mind? These costs are not as easy to show to the consumer online as an itinerary needs to be created on a person to person basis.
A call to action will encourage the website visitor to continue their relationship with the company, even if they can’t see the cost there and then. To do this, there might be a button that says “Find out how to book” or “Call us to discuss your special holiday” so the consumer knows what to do next.
A “call to action” can help your conversion rate
As we mentioned above, not having any clear guidance on your website may well reduce your conversion rate – meaning people land on your website but then don’t do anything as they aren’t sure about the journeys and actions they should be taking. If you are trying to get data from your web visitors, make sure you put web forms in easy to find places – potentially even in the banner image if this is appropriate (think about your products or services).
Don’t expect your potential customers to click around your website until they find out how to contact you, you should always make this visible so they can do it as soon as they want to.