Check each one to confirm there is a clear Call to Action.
Call to Action is the term marketers use for the suggestion that prompts the reader or viewer to take a specific action. Examples are Click to download this article or Call this number to book your appointment.
EVERY page of your website should have a Call to Action.
Here are the most frequently stated Calls to Action and the number of times they are cited on the 17 pages of my website, plus 183 newsletters:
| Number | Action |
|---|---|
| 16 | Contact me by phone or email, or book an appointment |
| 7 | Book a workshop by completing this form |
| 4 | Request this e-book by submitting your email address |
| 4 | Subscribe to my newsletter by submitting your email address |
| 2 | Read, watch or listen to this article, video or podcast |
| 1 | Connect with me on LinkedIn |
| 1 | Download a document |
| 29 | Newsletters: See also a related newsletter |
| 183 | Newsletters: Contact me by phone or email, or book an appointment |
Note that every page indicates a concrete step that presumably delivers value to the visitor in the form of additional information, whether it’s text or arranging a presentation.
Additionally, each page, including the newsletters, invites the reader to reach out to me and provides a phone number, email address and a calendar link to do so (except, obviously, the Contact page).
Website visitors are sophisticated and know the proximate result when they click a link to download an article or they submit an email to request an e-book or subscribe to a newsletter.
They also appreciate learning that the company or professional is accessible to them in the manner they prefer to engage: by phone, email or a virtual appointment.
You make it easy for your visitors to review your insights and connect with you when your website indicates a succinct Call to Action.
This Month’s Tip
Check your website and confirm whether or not EVERY page indicates a particular action that will deliver value to visitors: an e-book, workshop, checklist or newsletter.
If it does, hooray!
If it does not, revise the text accordingly, so the reader will perform your suggested activity.
Contact
Your website is the virtual road to your business. Every page is an intersection where the reader must decide where to go next. Have you given the visitor clear directions? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Together, let’s ensure every page of your website invites the reader to respond to your Call to Action.
Image credit: Bleeping World