Building a successful website starts with building successful web pages.
There really is only one way to achieve a successful website page and that is an effective, well thought out Call to Action.
Simply put, what is the one thing that you wish your visitors to do when they visit your website.
At Scoosh we always look for this from the client and keep it at the forefront of our minds continually while working with the client. We want their website to be a success too (not just look good!)
Your Call to Action forms the bedrock of your website and everything on your site should be focused on achieving it. You can have more than one Call to Action and some can be more important than others, but it is usually a good idea to separate out Calls to Action on their own web page.
What is a Call to Action?
Here are a few Call to Action examples:
- Completing your contact form or phoning you to learn
more about your product or services
- Signing up for a free report or newsletter
- Buying a product
- Signing up for a trial
- Arranging for a salesman to call
- Signing up for a demo
- Attend a seminar
- Make a booking
What is the best way to set up a call to action?
Start by asking some simple questions:
- What do I want my customer to do on my web site?
- What is the goal of my web site?
- How can I help my customers achieve their goals with my Call to Action?
- How can I use Google Analytics to measure the effectiveness of my Call to Action?
- How can I improve my CTA for better results over time?
Once you have identified Calls to Action, review your existing website or your new website plans and ask yourself if the website is delivering.
But having a Call to Action is not enough
Ensure that you have a process in place to deliver on your Call to Action.
In our view, having clear calls to action is really the only sure way to achieve a successful website or website page (you can have more than one call to action – but not on the same page!)
But don’t take our word for it. The next time you are surfing the internet, look at those sites that are successful you will always find clear, concise, easy to identify calls to action.
I hear about web pages and landing pages – what is the difference?
There is not an exact definition but a web page is really any page on your website.
For example, a home page, contact page, product page, a blog post are all examples of web pages.
A landing page is a specific type of web page.
The goal of a landing page is to drive search traffic to it with a specific marketing goal in mind. The aim of the page is to focus the visitor specifically on the intention of the page e.g. a sign-up process, or pdf download.
Why you should use a landing page?
There are many reasons to use a landing page but the main one is you want your visitors to focus completely on your Call to Action.
This is done by eliminating any distractions and other options on the page to drive your visitors to your Call to Action.
Other web pages on your site can contain multiple options but landing pages must be clear, simple and focussed to be successful.
Another great benefit of using landing pages is that you can more easily measure their success and make ongoing improvements.
Sales and Marketing Campaigns are best delivered through the correct use of a landing page.
If you are looking for help and advice on creating or getting the most from your web pages (and landing pages!) then please get in touch.
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