Creating a Call to Action – Whiteboard Wednesday

In this week’s Whiteboard Wednesday, Lenny Ford describes how to create an effective call to action for your website landing pages.

Video Transcription:

Hi, everyone. I’m Lenny Ford from Links Web Design. We’re going to do a quick presentation today on call to action, what it is, what it looks like, and why it’s important to your small business website. So let’s jump right in. What is a call to action? A call to action is the most important thing you want your website visitors to do, all right? You have spent a bunch of time and effort putting together a website for your small business because you have to have one. You want to get your name out there, but there has to be a purpose behind it. You want your visitors to actually do something when they get to your site, right?

So it’s a link or a button that has a strong verb attached to it. It just can’t be “Click Here” or anything like that. We want to say things like “Contact Us”, “Order Now”, “Schedule Appointment”, “Learn More.” All of those are really good calls to action and they all have a strong verb attached: contact, order, schedule, or learn. And really, it’s the whole reason you have a website. An informational website is great. You get one, you put it out, and awesome. I know that Joe Schmo’s Plumbing exists in my town, but I don’t know what the next step is. How do I get in contact with them? Do I need to get an appointment? Do I need to schedule an estimate? I don’t know. That’s where a call to action comes in. You get to tell them what that next step is and make it really easy for your visitor to know exactly what the next step is with your business.

So what does it look like? It’s big. It’s bold. We don’t want people to miss it, right? It’s the most important thing, so it should be the biggest thing on the page or in the viewport at least on their screen. When they’re on that part of the page, it should be the thing that stands out the most. It should clearly indicate an action that they’re going to take. With these ones that we highlighted here, “Contact Us,” I know what I’m going to do when I click that button, right? It’s going to be a contact form or an email address or it’s going to open my email client directly, so that I can get in contact with you. “Schedule Appointment,” same idea. I know exactly what’s going to happen. I’m getting a phone number or I’m getting a form, so that I can schedule that appointment.

It’s usually paired with a value proposition. A call to action without a reason to take that action is not really all that useful. We can say, “Contact Us Today” or “Schedule Your Appointment,” but if we don’t tell you why you should do that, it really devalues that call to action. So a lot of times, it looks like this. We have a value proposition explaining why they should contact you, why you’re better than your competition, and then the call to action itself, a really big button says, “Contact us.”

So this would work really great on like the homepage. You know, a big, big image on your homepage and a big value proposition with your call to action button. But that you don’t want to leave out your interior pages, right? That’s just as important. A lot of times, they’ll come to an interior page directly from Google instead of the homepage. So maybe that looks something more like this one where we’ve got a title and a couple paragraphs of text and a side bar on our interior pages. In that side bar, we’ve got this nice call to action, right? A little title, little value proposition, and then the button, “Buy Now,” or take that action. So don’t forget your interior pages. Calls to action are just as important there as they are on your homepage.

Finally, why do you want one? I’ve touched on it a few times and I hope you’re getting the message here. It is the most important thing on your website. But as far as your visitor is concerned, it makes your site easy to use. They come to your site. They want to learn about your business, and they want to know what the next step is. Usually, people browse the web, they’re scanning. They don’t really read in-depth unless they’ve come specifically for an article, right? If I’m just looking for, you know, plumbers in my area, I’m not looking to read in-depth articles about how to plumb a house. I want to find out who is in my area. So it makes your site easy to use because they hit the site, great. They know Joe Schmo plumber is here and he wants me to contact him, or the next step is to schedule an estimate, not just to have them come out and start doing work. It increases conversions on your site. You ask for the sale, you might get the sale. You don’t ask for the sale, you’re not going to get the sale. Hope that makes sense. Marketing 101, right?

If you have a website and you’re not asking them to take that next step to create that conversion, you’re potentially losing that sale. If I see two sites and one has really clear call to action and one doesn’t, I may be confused and not know what to do on the first site. On the second site with a clear call to action, there’s no guessing. Your visitor gets there. They consume your content, look at pictures, they read some text, but you want to make it easy for them to take that next step, right?

Finally, hand-in-hand with increase in conversions comes increasing your bottom line. We want you to put a call to action on your website, so that you can make more money and get more value out of that website that you put a lot of time and effort into.

So just to recap, call to action, what is it? It’s a clear, concise link or button with a verb attached to it. It’s big. It’s bold. You don’t want to let your visitors miss it, and you want to do it because it’s going to increase your bottom line.
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Links Web Design Is A Website Design Company In Bangor, Maine.