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.