I was talking to a potential client recently, and giving him my feedback on his current website. I said, “Well, you don’t have a clear call-to-action. What do you want your user to do? Do you want them to call you? Then you should say that.”
Potential client, “Don’t you think they already know that?”
To that I say – NO! No they don’t!
The truth is, you have to be super clear to your customer with what you want them to do when they land on your website. Instead of just showing them what you can do, you also have to spell out what they should do next. Don’t assume they know. Remind them why they are there.
Do you want them to call? Tell them to call! Make your phone number clear, bold, and easily clickable on smart phones.
Do you want them fill out your form? Tell them to take the next step by filling it out.
But wait, there’s more!
In addition to telling them what the next step is in clear, certain terms, you should also tell them WHY they should take the next step. Do they get a free consultation? Do you respond to calls quickly? Why should they take that next step?
Can you solve their problem? Tell them that!
I recently was in my backyard and I noticed a problem with a board that runs along my roof. I don’t know what that board is, I don’t know who I need to fix it. Do I call a roofer? Do I call a contractor? All I knew was that I wasn’t getting up there.
So I of course went to the Internet in search of some answers. Knowing I likely did not need a whole new roof, I wasn’t sure if a roofer was the answer but I did a search for roofers and landed on a website for a roofing contractor. And the first thing I saw at the top of that page was this headline:
SOLVING ANY OF YOUR ROOFING PROBLEMS
I immediately picked up the phone and called. I had a roofing problem. Their website says they solve any roofing problem. I called, they came and fixed my roof.
People come to your website because they have a problem. If you can solve it, tell them you can and tell them what they need to do as the next step. You’ll be surprised at how something as simple as asking someone to call increases the number of calls you receive.
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