April 2, 2014

Calls to action for the not-so-low-hanging-fruit

Written By Martin Sandhu
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Calls to action (CTA) or points of action (POA) are critical for websites; no business can deny that. Leading a visitor to make an action or engage with your business improves web marketing ROI and can provide vital information and insight into customers, even if they’re not actually making a purchase there and then.

However, they’re largely an ‘all or nothing’ action, geared toward visitors who are at the point of making a decision, often called low-hanging fruit. They’ve likely been to your website before or they may be a previous customer. Points of action such as ‘buy now’, ‘contact us’, ‘download a demo’ or ‘request a quote’ are effective for these customers, but not for those who are earlier on in the buying process.

While there’s nothing wrong with focusing marketing efforts at those at the point of buying, neglecting the swath of customers who are not quite there yet is shortsighted. Adding secondary and tertiary points of action to your web design is essential to engage these users and ensure a constant flow of new customers.

Email sign up

The days of the ‘sign up for our newsletter’ button seem to be a distant memory, but for no good reason! Many companies focus on email marketing as a follow up to custom, but there is little wrong with the good old monthly or weekly newsletter. It puts your brand name in the email inbox of potential customers and as more and more people now check their email on their phone, that is quite a powerful bit of real estate.

Social Media

It’s commonplace to see social icons on a website these days, so much so that they’re often ignored! Give visitors a reason to like you on Facebook, exclusive offers or competitions for example, and be sure that your social networks are relevant and up-to-date – sending customers to a social profile that hasn’t been updated in weeks/months/years sends a negative message about your brand.

Blog and resources

This is particularly important for B2B websites, but almost every business will benefit from a blog or resource section on their website. They should guide visitors through all aspects of your business, reassure them that you are an expert in your field and be interesting enough to spark a return visit – think of it as a sales person without the hard sell! The added benefit is of course the SEO benefits of having lots of new, readable content on your website.