calls to action

Calls to Action: What They Are & How They Work

Did you know what a ‘Call to Action’ is?

In terms of websites a ‘call to action’ is something that makes a user or web visitor click through to other material. Just like it sounds, a user is taking action within your website. They could be making contact, downloading a PDF, or clicking through to a particular web page you want them to see.

If your website uses calls to action correctly you can convert a lot more visitors into sales and reduce your website’s bounce rate.

Calls to Action

There are a lot of things within your website or business that is worth promoting and almost every website has at least one call to action. The most common version would have to be the suggestion to Contact Us!

If you’ve got a contact page then it’s a sure fire bet that you’re telling people to go there and send you a message. That message prompts people to navigate to the contact page and submit a query.

This is one of the most basic and common calls to action.

Let’s take a look at different calls to action and what pages they are best displayed on:

Downloads and Takeaways

Having info and PDF downloads available is one of the best ways to turn some site visitors into future leads. Whatever industry you’re in chances are you’re more informed that your average human. That means you have knowledge other people require.

Write helpful information, tutorials and online request forms into downloadable documents and give them away for free. Customers love getting free stuff and each download has your contact details and links. It’s like giving them a business card, but with value!

Example: A carpenter with a website could create a how-to document that showed people how to properly sand different types of wood. Each time they produce word-working material, be it a blog post or a web page, they could link that download to relevant content. Each reader is one more chance at putting that e-business card in their virtual back pocket.

Service Redirects

Occasionally, when you’re writing posts for your online blog, you’ll reference some of the services and products you have that on hand. Some of the visitors that read that article may end up being intrigued by one of the services or products you mention and they want to know more or even buy.

If that page or blog post had a ‘call to action’ to lead them the rest of the way, and while their interest is piqued, you could be certain of an increase in sales, web traffic and a reduction in your bounce rate.

Example: Write a blog post about your online services and then create a call to action that links your new blog post with your services page.

Real-time Communications

A lot of people surf the web looking for products and services to buy. Some hit “buy now “as soon as they find something they like while others choose to do a little more research before parting with some cash. One or two simple questions and answers is all they need to feel secure about a purchase.

Having a message service like Olark or Skype as well as a 24-hour phone number lets people know you are ready, willing and able to help them at any time.

Example: A lot of websites are starting to post live-chat options on their sites. Having an icon or ‘call to action’ that encourages people to communicate will capture those leads you may have otherwise lost.

Social Connections

These days your website isn’t the be-all and end-all of the web. Social media also help you connect and sell to customers and clients. Make sure your website is capturing as many followers as possible and vice-versa.

Place social media prompts and ‘calls to action’ in all the key locations where users are likely to share. Blog posts, new content and your contact page are great places for the social media icons.

Example: Give your blog readers the chance to share what they like online. Attaching social media share buttons prompt people to connect their daily lives with your business.

User Entries and Contests

Nothing lines them up like a chance to win! Holding on-site contests and competitions gets users involved.

Use that same submission form to capture their email and contact details and you can include them in your next promotional campaign.

Example: Try giving a product or service up for free to the winner. Your overhead won’t be effected much and you’ll have a stream of new leads you can start working over the next few weeks.

Use your imagination. A call to action can be virtually anything that prompts users into the deeper pages of your site structure. A few well placed action items can make all the difference.

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