Most commercial websites have particular goals in mind. You want somebody to call you, submit an email address, download a paper, or place an order. In order to facilitate that goal, you need to do more than just put your offering on a website. You need a “call to action.”
For the uninitiated, it may seem repetitive. You’ve already put your product information there, and if people want it, they will buy it. Right? Not always. That final little invitation is often what is needed to tip the scales in your favor. That’s the call to action. In the brick-and-mortar world, salespeople call it the “close.” Good salespeople don’t just present a product, they also go the extra mile to ask for the sale and close the deal. You have to do the same thing in the cyberworld.
Working Up to the Close
The text on your main sales page can be your best salesperson in the world. Use it to go beyond mere description, to tell a personal story that relates to your company and your product. Make the visitor feel as though they know you. Throw in a little of the unexpected and an element of uniqueness. Don’t just tell them what it is, tell them why they need it, and why life is worse without it.
Brick-and-mortar salespeople tend to dress a certain way. They’re professionals, and will dress to suit their audience. If you’re selling financial services for example, you’re going to wear a dark suit with a white shirt and tie. If you’re selling motorcycles, you might wear a leather jacket and chaps to work. Websites are the same. And in that sense, it’s not just the words that count, it’s the appearance of the website. If you’re selling financial services online, give your website the equivalent of a suit and tie, with a conservative design created to evoke a sense of stability and knowledge. That’s where the creative design element comes in, and that’s where Forix Web Design can help.
A Strong Call to Action
Your website’s call to action is made up of two distinct elements: the text, and the graphics around it. The right words count for a lot—and the call to action is where you actually invite your visitor to do what you want them to do after you’ve convinced them that it’s desirable to do so. But if you put that final bit of text in the same font as the rest of the page, and don’t set it off graphically, it loses its impact. Like the itinerant tent preacher who raises his voice ever so slightly and liltingly at the end when he passes around the collection plate, your website must also bring attention to the close. By incorporating new font styles and sizes, as well as incorporating some final graphics to draw attention to it, you’ll make your audience more aware that it’s time to make a decision that will make their lives better.
If and when you need help with your call to action, Forix Web Design will be there for you to close the deal.Forix+
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