A “call to action” refers to website advertising copy that compels a user to take action. One of the first steps in planning a new website is to establish the call to action. Business website design focuses on purpose. What action do you want a website visitor to take when they arrive at your website? If you have an eCommerce website, then you want them to “Buy Now.”

In planning your website, establish the three most important things people can do. Choose one of these to be your primary call to action. The other two are your secondary actions. This gives your website clarity and focus and people can easily follow the path you create.

Choosing your call to action
This is the central purpose for your website. Examples that are commonly used are buy now, call now, email now, get a quote now, subscribe now, apply now, act now, join now and donate now. These can be coupled with phrases that add urgency such as for a short time only; offer expires June 30 or get a free eBook when you register today.

Implementing your call to action
The call to action should be clear on the home page. It should be in the center of the page, above the fold and preferably in a different color so it stands out. Make it clear in your navigation and page design. Design a pre-sale path that also leads to the call to action. Write compelling text that supports this. Website examples.

Measure the results
Use your website statistics or analytics to watch visitor behavior. What page do they arrive on? What pages do they go to? What is your conversion rate? What pages do they exit on? Regularly go in and make changes until you are getting the results you want.

Doug Williams, Internet Marketing Consultant

This entry was posted on Monday, May 21st, 2007 at 6:32 am and is filed under Internet Marketing, Website Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.