How to Improve a Call to Action on Your Website

Are you getting the traffic to your website you deserve? You might have terrific visuals and engaging content but there is a key element that could be affecting your conversions. That would be the call-to-action.

This is where you encourage your potential customer to do what you want them to do – either to buy something, signup for an email newsletter or ask for more information.  It doesn't matter if you're selling goods or services a potential buyer always needs that extra little push.

You can improve your call to action by following these helpful tips:

Have an action button: Instead of burying your call to action within an article, why not have a separate free-floating button? Click here for more information. Buy now. Add to cart. Order today. Those are all wonderful examples of action buttons. Even something as simple as "Get a Free Quote" can provoke your customer into action. Besides, we all like pushing buttons!

Have the right color: You don't have time to test several shades of a color for an action button so you'll just have to rely on what has worked in the past. Orange, red and green have been shown to boost conversion rates. Don't ask for an explanation; just use them!

Have your CTA appear at the right time: Nobody wants to be hit over the head with a hard sale right out of the box. That's why your call to action needs to be properly placed within the customer’s buying cycle. Let your customer get some information before asking them to act.

Have a clear design: This is obviously more important with selling a product then a service. When you've got a tangible good to sell make sure the graphics lets everyone see exactly what they are getting. For instance, suppose you're selling a program that includes a DVD and a booklet. Show a picture of the box, the DVD and the booklet. The more visuals you can show, the stronger position you'll be into close the sale.

Give a freebie: Provide something for the new prospect free of charge so that they get a taste of what you offer. Remember, reduce the risk for your prospect to purchase.  

Have some whitespace: You don't need to clutter up your website with copy and graphics to get your point across. Perhaps placing your call to action in some open whitespace will actually draw more attention to it.

All of these tips are meant to be experimented with. Mix it up and track your analytics. The more you test, the better off you'll be to find the right call to action that converts well for your business. 

How's Your Elevator Pitch?

Wouldn’t it be great if we could conduct all of our business in the time it takes to ride in an elevator from the top floor to the parking garage? Imagine how quicker decisions would be made.

Actually, that’s exactly the approach you should take when developing a pitch about your company to potential investors. Can you communicate what your company does in 60 seconds or less?

Here are some tips to help you develop a stronger “elevator pitch” that can help with your small business fundraising plans.

1)      Watch the Clock: Any pitch you make for your business should be concise and impactful. The goal would be to get the perfect description of your company, its benefits and future plans all down to a 30 to 60 second pitch. Remember the goal is to interest the potential investor about your company in 60 seconds. All you want is to hear are those three magic words: “Tell me more.”

2)      Offer a Solution: Your business should be built upon the premise of solving a problem. Whether selling a cleaning product or an accounting software program, you have identified a problem and most importantly you’ve created a viable solution to that problem. That’s what should be in your pitch: What is missing in the marketplace and how your business can fix that.

3)      Stay Genuine or Keep it Simple: By the time you get a face to face meeting with an investor they’ve heard plenty of pitches. This means they’ve heard all the “business speak.” You’re not going to impress anyone with buzz words. Tell the story of your company and its successes in plain English. You’ll get a lot further that way.

4)      Know Your Investor: While it is true that you never know who you might end up in an elevator with, chances are you’ll know who you’re pitching your business to. Do your homework so that you understand just who this investor is and what they are looking for. You might have to adjust your pitch to fit an investor but that shouldn’t be a problem once you’ve worked it all out in advance.

5)      Speak From the Heart: Yes, the bottom line is crucial but so is passion. An investor wants to know that you’re going to be working extremely hard with their money. Don’t be afraid to show them your passion and commitment; just don’t take it overboard.

6)      Have a Call To Action: If you sell the “idea” of your business then your investor will want to know what’s in it for them. Every pitch should end with a call to action. Even something as simple as “Can I send you a business plan?” should be followed up instantly with “And when would be the best time to reconnect?” Unless you get turned down in the room, you’ve got a door open.

It will be up to you if you can walk through or not!