Web Content - Call to Action - How to Increase Your Conversion Rates

The secret is something so few websites use - it's a clear call to action.  

The purpose of the call to action is to make it as easy and inviting as possible for your prospect to take the next step in buying from you. The most successful direct mail packages include toll-free numbers and self-addressed stamped envelopes. Brochures and advertisements that feature maps, clear addresses, and directions to the business help the reader take the next step.  

Your online business works the same way. To make your website as successful as it can be, you need to get your visitor involved immediately. You do that by asking for an action - an advantage offline marketing materials can't always deliver.  

A strong call to action is the equivalent of asking for the order - the salesperson who presents a stellar demonstration of how fantastic their product is won't make a dime if they don't ask for the sale. Don't just give an instruction. Encourage, entice, tantalize them into taking the action.  

Some common calls to action include:

• Telephoning for an appointment or more information.Make your contact number bold and easy to read. Offer customer service hours (the longer the better), and online access to an operator if you get a lot of inquiries.
•  Requesting a report. Provide a link to a downloadable report and make sure the recipient gets it immediately. Studies have shown that the less information you require the higher your response rate. Stick to the basics of a name and email address. If you need more, be very specific as to why.
• Visiting a website.If you provide a link to a site, be very clear that you're redirecting the reader for a specific reason. Open the site in a separate window so your prospect can return to your original message at any time.
•   Subscribing to a newsletter. Opt-in boxes are so prevalent now that most visitors have no problem entering their information. If you're not getting good sign-up rates from your visitors, it may just be that your offer isn't appealing. Put your opt-in box above the fold, so the visitor sees it immediately upon entering your site.    
• Scheduling an appointment or requesting an estimate. There are a lot of software programs that will allow your visitor to schedule their own appointments. They're easy to use, inexpensive, and less intimidating than calling. If you prefer the prospect call you directly, provide clear directions of times to call and available times for appointments. 

Your website content should include clear instructions to your visitor with multiple ways to order or download information.  Your contact information should be easy to find and include at least an email address and a telephone number.  For example:

For a complimentary copy of "21 Ways to Improve Your Website" on a PDF, just fill out your name and email and click on the link below. When you're ready to dramatically increase your response rates, call us anytime at 252-555-1212. We'll discuss specific solutions you can start using today.  

In this simple paragraph I've made an offer that hints at a solution to the problem of poor websites, I've directed the reader to take one clear and easy action, and I've made a promise toward a future relationship.    

A call to action needs to be a part of every single marketing piece you have - online that includes your website and articles. Off line that includes business cards, brochures, booklets, and even your networking spiel. For more information on improving your web content and turning your floating website into a working sales force, you're welcome to visit www.FocusCopywriter.com, where you'll find more solutions to website problems.