The Value of Clearly Defined Calls-to-Action
There’s more to a good call-to-action than prompting someone to ‘Buy Now.’ It involves easy-to-find buttons, helpful forms, and more. Remember the goal of your site, and then build your calls-to-action from there. What do you want your visitors to do? How are you going to get them to do it?
Indeed, a good website won’t have just one call-to-action; it’ll have several, many of which aren’t even seen as pure marketing messages.
Number one? Your phone number. Never thought of this as a call-to-action on your website? It is. In fact, if your visitors find nothing else, let them at least find a way to get in touch with you. Your phone number should be bold and prominent, preferably at the very top of your web page.
Then there are buttons and forms. Email list sign-ups. Requests for more information. Queries for pricing quotes. They should be clearly marked, uncluttered and, overall, visually appealing. This can be achieved through color and spacing, for example. Don’t lose sight of your big picture goal by adding content that takes away from it.
And then, there’s the ‘call-to-action’ that we often think of strictly in terms of a hard sell: The marketing message with a call to action. ‘Don’t delay. Click here to buy now and save 20%.’ Things like that.
When creating these calls-to-action, it’s important to create a sense of urgency. Allow the user to understand why right now is the best time for them to make a purchase or a phone call and let your words and supporting imagery drive home the point.
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