No Clear CTA? How to Make a Strong, Clear Call to Action
Your Website needs to have a clear, strong call to action. Inviting people into an engagement step with you is the most necessary part of marketing. And the most important part of digital marketing is having a clear call to action on your Website.
What’s a call to action? It’s the words or phrase that call people to take a step into engagement with your product or brand. If you’re an author, Buy the Book is the perfect call to action on your Website.
What should your call to action be? If you’re asking this question, that probably means you don’t have a call to action on your Website or you’re unsure whether you have a clear call to action. That’s okay. Lots of companies and people launch Websites without a clear strong call to action. And it’s never too late to fix this.
Your best call to action is going to be whatever helps get you into a one-to-one relationship with a customer or potential customer. Every industry has different standards and different ways to build a relationship. On an e-commerce Website with one product, the call to action is Buy. If you’re an e-commerce Website with multiple products, the call to action is Shop. For example, https://www.easton.com/, uses Shop because they have multiple products and many different types of shoppers coming to their site.
A word of caution about constructing your strong clear call to action: Think of your customer journey and how they decide to buy your product or hire you. The Call to Actions I provided above are simple and easy to visualize, but think about a more complicated purchase, like a car. Look at Mercedes Benz of Austin, https://www.mercedesbenzofaustin.com/. Their calls to action are smaller and more subtle. They also have several, which is okay for their purposes because a car is a major purchase. People do a lot of research before they even step into a dealership. You will not see a Buy the Car call to action on the homepage of a good auto dealer Website because that just won’t work. It could even backfire and scare customers away. Instead, you’ll see Call Us or Chat With Us, and you’ll see more simple ways for people to start their shopping journey, like looking up cars by make, model and year. They are letting people immerse themselves in the site to help them convince themselves whether to buy a car eventually. Even the virtual car dealership Carvana, https://www.carvana.com/, stays away from aggressive calls to action – and it spends $4.26 million annually on advertising that tells people to shop and buy their car online.
The point of talking about car dealerships, and those trying to disrupt them, is all of them have studied their customers. They know how their customers are shopping and buying products and services. Do you? Think about what your customers did before they hired you or bought your product. Then what did they do? And then what? How much information did they have before you closed the deal?
Start with this thinking and make your strong, clear call to action match what gets your customers to buy from you. You’ll increase your success. I promise.