What do you want your prospective customers to do, in order to start your sales process with them? The most powerful and most underused tool on your website should be a Call to Action (CTA) which asks your visitors to do what you want them to do. It may seem obvious but it is shocking how many company websites simply don’t ask people to do anything! What’s not shocking is that people who are not asked to do something, generally don’t.
So, it’s important not to leave this up to chance. You should always include at least one CTA on each page of your website, and we like to include it at the top, middle and bottom of each page since you never know where visitors will see it or where they will be on the page when they decide to take the next step.
But what’s equally important to having a CTA is knowing which type of CTA to use. If you saw someone that you want to date, would you have more luck inviting them for coffee or suggesting they meet you at your place around 8PM? Both approaches could work, but the intent for each party in either situation is very different.
Similarly, if your ultimate goal is to sit down at someone’s kitchen table for an hour with both partners present to make a decision to spend a lot of money on a home project, for example, you could have a CTA that invest them to “book a 60 min home consultation”, or you could take the initial engagement back to a short call to qualify the and see if a 60 minute consultation makes sense. In that case your CTA would be something simple like “book an intro call” or simply “get a quote”, which would start the conversation and potentially lead to the in person meeting.
The point is that asking someone to commit too early could have the affect of eliminating the potential engagement altogether, or it could actually help you be screening out the tire kickers. You need to decide which is the better option for your business.
I hope this is a helpful tip for you. If you’d like to have a quick intro call to see if we can help you with your online marketing needs, here’s a link to my calendar to schedule a 15 min call.
Have a great week!