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An Introduction To Calls To Action

An Introduction to Calls to Action

Having one or more “Calls to Action” on your website can make the difference between success and failure!

Are you attracting traffic but not converting?

Are you interested in increasing actions taken by visitors to your site?

This 8-minute audio will give you an idea on how to get started!

Here is the full transcript:

Hello, this is Paul from and today I wanted to give you a brief introduction to calls to action. So I think a lot of things out there really focus on us getting traffic to our websites, and of course that’s hugely important. If you’ve got a product or service, you want to get a very large number of people, as many people as possible to come and visit your website. So that is one area that we need to focus on, definitely. But what I want to focus on today is what that person is doing when they actually get to your site. And I really want you to give that some thought.

So when a person lands on your site, what is going to have an impact on them? Well, first of all, the design is going to be very important. It’s important that it’s a nice, clean, easy to read design, that it’s clear what it is that you are offering, what your product is or service is, and also that you’re generating interest, that it’s not boring. That it looks nice, nice website, nice, attractive website that is going to be pleasing to the eye.

So what do we want next? We want people to sort of engage with our website. We don’t want them to just come in and then leave immediately, because then all of that work we’ve done getting people to visit our websites would be completely wasted if no one took any action. So we want someone to take action. What action do you want someone to take when they land on your website. There could be a number of different actions that you wish them to take. Perhaps you want them to read a number of the articles that are on your website. Perhaps you want them to watch your videos or listen to your audio clips. Those would all be examples of interactions on your website.

What we definitely don’t want them to do is to leave straightaway. That also affects what is called the bounce rate. We don’t really want to have a high bounce rate on our websites; that’s when someone comes to the website and leaves immediately. Or, not necessarily immediately, but leaves without taking any action, without clicking on anything else on our website. And presumably they did that because they weren’t very interested in anything else. That’s really not a good situation. That’s not what we want. We need to get people to the site, and we also need to have this kind of interaction.

Interaction is great, but we also want them to take action. So we’ve got interaction and action. What do I mean by those two words? Well, it would be fantastic if someone comes to our website and reads all of our blog posts, but then if they just leave, what benefit is that to our company? Now if they’re also taking action, action might be to pick up the phone and call your company, action might be to fill in a contact form, action might be to participate or initiate a chat, if you have a chat function on your website. An action might be to make an order, to place an order if you have a product for sale on your website. So we’ve got the interaction that’s coming first, and then we’ve got the action, because the action is what really counts here.

So if you look at the whole cycle, we’ve got traffic generation that brings people to our website, we’ve then got interaction on the website, and we’ve then got action when the person is actually doing something that is what you want them to do on your website. Now, there are various ways you can set up your website in order to help this process, and the first one is to really fill your website with valuable and interesting content laid out in a well-designed framework. So you want to have a great design, and you want to have great, interesting, engaging, exciting content, not totally boring, but something that’s really interesting, is really going to help you to get the person’s attention.

After that, we really need to focus on the calls to action, and some of these can be incredibly simple, but I see so many websites out there that don’t have the appropriate calls to action. Let me give you a really, really simple example; at the end of each blog post, you can put a little button there that says, ‘contact us.’ Or a little button that says, ‘ask for a quote.’ OR a little button that says, ‘order now.’ Something like that, something really, really simple. And if you have ‘contact us’ at the end of every blog post, then that’s going to make a lot of difference.

Of course, you can have other calls to action throughout your site. You can try different calls to action in order to test the effectiveness of a particular call to action. You can have people contact you by telephone, you can have people contact you via a contact form, you can include your email there if you want people to write directly to you via email, and you can have a chat function set up on your website. So there are many, many different ways, but the important thing is to ask people to contact you.

Going back to the old sales training of the old days, I think, a lot of sales trainings used to say, “Ask for the sale. Ask for the sale. You’ve done all the hard work, now ask for the sale.” Well, in this instance of websites, really, we have done all the hard work as well. We’ve attracted someone to our site, we’ve explained to them exactly what it is that we’ve offered, what it is that we offer, we probably include things like testimonials on our websites in order to back up our claims, and now we’re just asking for the sale. We’re asking them to take that next step and contact us, and really just go onto the next stage of the process.

So there’s no point in going 90% along the road, there’s no point in doing all of the hard work if you’re not going to get a conversion at the end of it. So it’s really, really important to focus, not just on getting people to your site, but have a think. What would you like them to do when they get to your website. Think about contact forms as well. Think about having your phone number easily displayed if you want to, if you want the visitor to give you a call. I’ve been to many, many websites where it’s actually very difficult to get in contact with the person. I can’t find a contact form, I can’t find an email, I can’t find a telephone number, I can’t find anything! So all the hard work that that particular entity has done attracting me to the site is a bit wasted really, because then I just leave the site and that’s the end of it. So if you want to have a contact form, ‘contact us here.’ Make it clear how people can contact you. Make it clear how people can get in touch and make things easy for people.

I think a lot of people have this idea that if someone arrives to their site and is interested, then they will really make the effort to find the contact details that are hidden in some obscure page on the website. And some people will do that. But many people like to see contact details on the home page, something that’s easy, a form that’s easy to fill in. Again, don’t make a contact form too complicated. Something that really makes it easy for that person to get in touch with you.

So, that’s what I wanted to say today. Thank you very much for listening. I’m Paul Irwin, you can find me at, and please let me know if you have any questions or comments on calls to action, the contact forms, and people contacting you via your website. Thank you very much, all the best, bye-bye.

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