The One (and Only) Way to Build a Successful
Web Site
All successful web sites have one element in common: an effective Call To Action (CTA). Basically, a CTA answers the question “What is the one thing I want my visitors to do on my web site?” while answering your visitors question of “What can you do for me?” Without an effective CTA, visitors quickly lose interest and you lose a potential lifelong customer.
Your Call To Action is the foundation around which your site
is built, and every page on your site should
be geared toward achieving your CTA. In addition, you
should have a secondary CTA in place in case your visitor does not respond
to your primary
CTA, you have a backup option for them as well.
Here are a few Call to Action examples:
For a Professional Services Firm
- CTA – filling out your contact form or calling you to learn more about your services
- Secondary CTA – signing up for a free report or newsletter
For a Non-Profit Organization
- CTA – making a donation (either online or offline)
- Secondary CTA – filling out your contact form for more information
For a Product Company
- CTA – Buying one (or more) of your products
- Secondary CTA – signing up for your weekly newsletter that includes product promotions and sales
Unfortunately, many web sites today are just designed to look good, without giving much thought to the web sites primary goals or measures of success. People searching for solutions, information and products are goal oriented, and the easier and faster you can help them achieve their goals the better.
What is the best way to set up a Call To Action for your
web site?
Start by asking yourself these 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 CTA?
- How can I measure the effectiveness of my CTA?
- How can I improve my CTA for better results?
Once you have identified your primary and secondary CTA, it’s time to organize and start writing (or rewriting) your web site content. Print out your CTA’s and keep them in front of you to remind you that everything on your web site is geared to achieving your Call To Action.
For example, your contact form now becomes easily accessible from every page on your web site, or your “Donate Now” link appears more frequently on your carefully written charitable web site.
Please note, you are not trying to deceive or trick your visitors in any way. You are helping them achieve their goals as well as your own. A true win-win situation!
Finally, having an effective Call To Action is not enough
You must think a step ahead, by having the necessary systems in place
to handle when your visitors complete your CTA. For a services firm,
this means replying to requests for information within 24 hours, if not sooner. For a product company, this means after a customer submits an
order, you should be sending a confirmation email with their order details,
shipping/tracking information and a customer support phone number (as
well as shipping their product!).
Making sure your web site is built around a measurable and effective Call To Action is the best way to build a successful web site for both you and your visitors.
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Founder and principal of jajopa Web Design, James Palmer specializes in designing professional web sites that help companies generate more business. Some of James' clients include The Philadelphia Gas Works, Asher & Company, Ltd, and the Philadelphia Sport, Travel & Outdoor Show. Learn more about jajopa Web Design at www.jajopa.com.