In the last email we talked about clarifying your message and I had you look at it specifically in relation to your website. Today I'm going to have you look at your website again. This time we'll be looking at CTAs, or "calls to action".
Go to your website right now. Find the place where you ask the client to actually do something.
If you’re like most, the strongest call to action you have on your website is “Contact Us” or “Send a Message”.
If you’re on the better side of typical, your call to action may be “Learn More” or “Get Started”.
These are all passive calls to action and they just don’t work.
Think about when you asked someone on a date or were asked on a date. Would you have walked up to a lady and said “learn more”? Ladies, what would you have done if a man walked up to you and said “get started”?
If a guy asked you “do you like coffee?” would you have known if he literally wanted to know if you like coffee, or if he was asking you out on a coffee date?
But if he asked you “would you like to have a cup of coffee together this evening?” you would know exactly what he was asking. That’s what your calls to action should look like.
On your website, in your emails, on social media, in your digital advertising, and even on your billboards you should have a clear call to action. It should tell your prospective client exactly what you want them to do next.
Your calls to action should stand out. It should be a different color. It should be in multiple places and impossible to overlook.
On my home page there are 5 call to action buttons that all say “Schedule a Consultation” and 2 of those have “or call 985-662-8419” by the button.
The people who only want to "learn more" will either schedule a consultation and ask for more information when they submit the form, or they will pick up the phone and call. If they are not serious enough to take one of those actions, they are not ready to become a client.
A direct call to action is the ultimate action we want them to take. Think “Buy Now”.
What is it that you want your client to do? Call you? Schedule a meeting? Book an appointment? Buy now?
Donald Miller of StoryBrand likes to joke that he would like to start a business that would simply add calls to action on websites and in exchange he would take a 10% share of revenue increase.
It really is that easy in some cases. Tell people what you want them to do and they're much more likely to take action.
Go put that call to action at the top right of your home page and all throughout the body.
When creating your calls to action, be specific and clear about what you want your prospective client to do. Tell them what’s in it for them - and deliver on your promise!
So here is my call to action.
If you need help with this in your business, pick up the phone and call me at 985-662-8419.
I’d love to help you figure out your calls to action. We’ll make them stand out on your website and all of your other marketing mediums.
We can create your transitional calls to action and put the technology in place to deliver them. We’ll create a great email nurturing campaign that will turn those who aren’t ready into buyers.
We’ll do the work and you’ll watch your business grow!
Call me today. 985-662-8419
CEO - 5 Stones