Avoid These Call to Action Killers

by Ed on May 10, 2012

If you set up a small business website, there’s a good chance that you can use your site to either generate new sales leads or to sell your products. However, the key to effectively running a small business website is figuring out the best ways to prompt customers to subscribe to your e-mail list or to sample one of your products. There are many ways you can mess up a call to action, but here are some key mistakes to address immediately on your website:

Offering the Wrong Product

In order to convert your website visitors into sales leads or into paying customers, you need to provide an offer that lines up with their interests and needs. For example, I am regularly contacted by websites that create their own unique social networks that I can join for free. They’re hoping that I’ll join their “free” network so that I purchase products there, but they forget that I don’t need another social network. They’re trying to solve a problem that no one has, and therefore a “free” offer isn’t attractive.

Failing to Sound Confident

When I see a website product that makes a big promise, they have captured my interest for a moment. Software that claims it will make creating blog posts simple and save me time will be well worth my attention. However, the key to getting someone to notice a call to action, let alone click on it, is to make a bold claim. If you can’t honestly make a bold claim in support of your business or product, you may need to rethink what exactly you’re offering customers.

Failing to Include Endorsements

Whether you include the logos of your top brands or written endorsements from industry leaders, a few key endorsements will let website visitors know that you are trustworthy and that they’re in good company by using your product.

Offering the Wrong Kind of Promotion

Just asking website visitors to sign up for your newsletter or to get a “free consultation” won’t do much for you. You need to briefly define what kinds of tips and promotions subscribers will receive. Rather than offering a consultation, consider offering a more straightforward promise, “Learn how we can take your business to the next level.” Visitors know you’ll be pitching your services, but the focus is on meeting their needs.

Test Different Calls to Action

After you set up your call to action buttons on your website, test a few different phrases and lay outs over the following weeks. Make sure you find out which ones work the best before leaving one in place for the next year!

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