Patrick McMullen

Using Calls to Action to Improve Website Conversion

Patrick McMullen

All B2B websites are built purposefully, likely to tout your products and services. They all also have a goal: to get you to do something. It might be to buy something, sign up for something, read a case study or white paper, contact you, or a little bit of all the above. The method to coax people toward these events is called a call to action.

Not too long ago, particularly in the three-column website days of past, the entire right-most column had a tendency to be chock full of such calls to action. How often did you even read those, let alone click on one of them?

Here are some tips to properly use calls to action.

Make them stand out.
If you want to make it a fun game, do something to make the rest of the screen harder to read. Move far away from your screen, squint your eyes rather tightly, put on funny glasses or wait until you’ve had a few of your favorite adult beverages. Do you see your calls to action over the rest of your content and visuals? If not, your audience probably doesn’t see them either.

Make them relevant — and different.
If every page has the same calls to action, you’ll probably sound like the overly aggressive used car salesman who is set on selling the car with the highest profit margin. “Oh, you just outgrew your sports car, you say? Come check out this really nice Corvette we just got in! Never mind that my boss is offering the first salesperson to sell it an extra $500.” Instead, take them over to the generously priced van that’s been sitting on the lot for a while. You have to put thought into thinking like them, and you should take it a step further by thinking about which next steps make sense for their current location on your website.

Limit them on each page.
Not only do we not want to spew them all over in random places, but we don’t want to put too many in any given location. Instead, pick one to three that really make sense for the current page and leave it at that. Have you ever gone to a restaurant that had a huge menu? Making a decision can be mindboggling. Figuring out your next steps on a website had better not be, or else you’ll turn people away.

Make them enticing.
Think about a TV series that keeps you coming back weekly because of really good cliffhangers. Give your audience a reason to dig deeper. Instead of simply saying “Contact us”, try something like “Let’s talk about how we can improve your product line.” This ties into a much larger issue we like to call me creep that ails many companies.

Don’t forget images and videos.
It shouldn’t be a surprise that images and videos speak far louder than words on a Web page. It’s easy to ignore the fact that B2B professionals still have personal feelings, but they do. Images and videos stand out visually, and they often do a better job at triggering emotional responses within even our business-minded audiences. Mix it up sometimes, and look for creative ways to use something other than text to guide people through your website.

On that note, we’re really good at coming up with all kinds of creative website ideas. Get in touch with us if you want to see how we can improve your website.

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