This post is part of a series about the Internet marketing strategy I call Inbound Marketing, and is also part of a sub-series about the preparation that goes into a successful Inbound Marketing effort. To access those articles, click either of the links in the prior sentence.
This post is about know what action you want your website visitors to take once they’re on your site.
It’s probably not surprising, but they way you get website visitors to take a specific action once they’re on your site is to suggest that they do so.
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This concept is generically referred to as Calls to Action.
Attracting your audience to your website is a matter of effective business blogging. Converting some of those website visitors into prospects and customers for your business requires effective Calls to Action, the shorthand for which is CTAs.
So if there is such a thing as “effective CTAs” does it also follow there are ineffective CTAs? Absolutely!
The difference that makes the difference is understanding your clients decision making process.
If what you’re selling is a fairly low cost consumer item (let’s say $19.99) you CTA can be as simple as “Buy this now” as the decision to buy is not that involved.
If what you’re selling is a high priced service of some sort (let’s say a minimum of $2K per month for 12 months), “Buy this now” is not going to work. Your website CTA should be “Contact us to talk” as this selling process requires discussion and education, without which it’s not going to happen.
Even better, if you have a strong demonstration video, your website CTA can (and should) be two steps.
At the bottom of every blog post you should suggest the visitor watch the demo video, and at the end of the demo video you then suggest they contact you for further information.
Don’t just rush into a conversion strategy. Put some thought into how people decide to buy your product (if you’re not sure – ask some customers), then walk your website visitors through the process one step at a time.
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