Call to Action: The Element that Makes or Breaks a Web Marketing Plan
This essay focuses on The web marketing Call to Action element that is crucial to high conversion rates in your website. The Call to Action element encourages your website visitors to act according to the website target you want to achieve.
Business owners tend to invest in creating their website, without planning how they can achieve the business marketing goals by using the website effectively to promote their business and attract more clients..The reason for this failure is that many websites lack a crucial component, the Call to Action. Have you stopped and asked yourself if your website has this element? And if not, how can you guarantee that your website achieves your marketing goals effectively?
Call to Action; How do you know that you have it?
A person surfing in your website, conceives an impression of its contents in a rather static way. This means that the visitors of a website browse through its contents and pages and eventually leave the site. The idea behind a good Call to Action is effectively guiding the surfer visiting your website to take a certain action in it in addition to reading its content. This action is the key to converting quality visitors, who found your website due to your website promotion efforts, into clients, friends leads or users. Conversion based on Call to Action is the key to successfully achieving your websites’ marketing goals.
Examples of Call to Action
- Getting the surfer to describe a problem and request a solution, followed by the site owner contacting the surfer
- Getting the surfer to to initiate contact with the website owner
- Getting the surfer to ask about prices of products promoted on the site
- Getting the surfer to contribute data for statistical analysis
- Getting the surfer to register to a club
- Getting the surfer to to use the website shop for buying products or services
If your website is concentrated around a shop, your website target in to sell products and that is what you want the surfers in it to do. In the case of a community web forum, its purpose is to add more members who will use the site regularly. So the website target action in this case will be registering as a community member.What is at the Base of a Good Call to Action?
There is an advised way to combine the Call to Action element in your website content. A surfer who enters a website and immediately encounters a large “Buy now!” button, will not be in a hurry to purchase, as the message is too aggressive. The key to success is a mix of information about the products and services that is not pushy, but which still will lead the readers to wish to purchase. The components required to creating an effective Call to Action are:
• Achieving suitable image branding
• Understanding of the problems and needs of the website visitor
• Understanding what can convince the surfer to buy
• Showing the surfer what the purchase will do for him/her
• The size and visibility of the Call to Action element must be effective enough
• The Location of the Call to Action element must be carefully thought throughShow the Customers why they Should Buy from You
No one will take the desired action in a website of they do not think it is worth their while to do so. If the surfer does not believe in the business behind your website, he will not take the desired action. It is advised to get the surfer to trust your website and to present the added value to the surfer in a clear and simple way. You need to enhance the extra value to the customer, so that when surfers comply with your Call to Action, they understand what they are getting.Call to Action Placement
Let’s assume the Call to Action element is a button. The element will only achieve the marketing goals if it is correctly location in your website. The Call to Action needs to be located in a visible spot in the website, preferably at the top of the page, but it cannot compete with the marketing information in the web page. The site must be consistent; the Call to Action must always be located in the same way in various pages. The surfer must be able to find the Call to Action element without effort.To Make a Long Story Short
Call to Action is a very important element in order to achieve the marketing goals of your website. A well created Call to Action will make it easy for the surfer to comply with it and to take the desired action without effort. It’s all about timing! The Call to Action must be present to the surfers just when they feel they need it.