Call to Actions

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This week Sam and Marcus discuss the “Call to Action". A key concept in marketing in general that is used a lot in websites.

What is a “call to action”?

In marketing it is the action you want someone to take. In the case of a website it is what you want the visitor to do before they leave the website.

When creating a call to action there are a few things to think about.
Tempting, a call to action needs to tempt your audience to follow it.
Relevant to your target audience, make it specific for your audience.

Time limited (optional), for example have an offer that finishes on a certain date.
Clear, make your call to action short and very clear.

 

It can be hard to get a key message into a very short call to action. But remember there can be text above the call to action giving a little explanation and context. But we understand that keeping those can to actions brief can be hard.
What are call to actions for?
1. The end point of the website. Often for a photographer this could be “call now” or “email now”.

2. Then call to actions to direct visitors around the website. Getting visitors to the pages or sections of the site relevant to them.

Repetition
Repetition is vital for call to actions. Your site should have a small number of call to actions, but they should be repeated throughout the site. You should also have a limited number of call to actions. Probably 2 or 3 for a small site. But these call to actions should be repeated throughout the site.

Placing call to actions
It’s important to have a clear call to action “above the fold” – on the part of the website people can see before they see.

Ideas for end point call to actions
Using calendly (or similar apps) can work well so visitors can book a call with you. If you are asking people to book a call then tempting them with an outcome can  work well. For example book a call to get "5 styling tips for your brand", if you are a brand photographer. Equally with offering “send an email” explaining what they will gain by dropping you an email is always good. The free give away is very popular as a call to action and can work well. You give a free give-away, often a pdf, and visitors give you their email address in return.

Do all websites need call to actions?
No. For some websites the sales process is elsewhere, not on the website. The website is simply there to say the right thing when the business is checked out by someone who is a potential customer. But for that potential customer the sales process is elsewhere. But for most of us, call to actions are essential.