Mastering Website Calls to Action
For business websites, calls to action are clear indicators of conversion rates and online marketing success.
When calls to action have been strategically integrated throughout the site, the business is rewarded in leads and sales. When calls to action are applied haphazardly, response rates suffer because visitors lack direction or incentives to take the all-important next step.
In its simplest form, a call to action is a site element that invites visitors to make a decision or perform an action. The Walker Sands web design and marketing team goes to great lengths to incorporate calls to action into a comprehensive marketing strategy that is designed to maximize your site’s conversion potential. Our clients have a lot riding on their site’s performance, so mastering calls to action is more than after-thought — it’s a central goal of every project we tackle.
- Clarity. Calls to action must direct the visitor toward a clearly defined activity. So before you can create calls to action, you need to find clarity about what you want the visitor to do. It’s not uncommon for a business website to contain different calls to action on different pages, but you’ll need to think through the process and distribute calls to action accordingly. For example, a product page might invite the visitor to fill out a lead form, while a customer service page might direct the visitor to phone the company call center.
- Frequency. Too many calls to action can confuse visitors and dilute the site’s effectiveness. On the other hand, not enough calls to action deliver low response and conversion rates. So what’s an acceptable frequency for calls to action? At Walker Sands, we aim to include at least one call to action on every page of the site. Although we’re sensitive to avoid placing too many calls to action on any given page, certain conversion targets may require several clearly defined calls to action on a single page.
- Placement. Placement is another consideration in call to action conversions. Calls to action should be highly visible, but not intrusive. If the visitor has to dodge a minefield of invitations in order to navigate the site, bounce rates will skyrocket. Ideally, visitors should always be aware of the opportunity to participate in the site’s conversion path without feeling as though they are being coerced to do so.
The bottom line is that you can’t afford to play games with your site’s calls to action. Our Chicago web marketing team has the experience and expertise to design strategically placed calls to action that deliver actual conversions. Contact Walker Sands today to learn how we can optimize the calls to action on your site.