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Your Quick Guide: Calls to Action

Your website is an online resource – a place that displays information about your business and your products or services. It can also be a powerful tool for generating sales and enquiries, but to do this you need to have some well-crafted messages in place.

Calls to Action are what encourage people to purchase an item or even just find out more about a service that is on offer. They are directive, quite literally calling somebody to complete an action, but you must think carefully about what these instructions will say, and where they will be positioned.

Remember: Calls to Action aren’t just about getting sales.

Not all your website visitors will be hot or even warm prospects, they may have in fact just clicked onto your site after a Google search listed you in the results page, or maybe they found you via social media. Due to the various potential traffic sources, you need to tailor the content and Calls to Action on your website so that you can both build trust with the cooler prospects, and convert the warmer ones. Catering for every tier of the sales funnel with the Calls to Action on your website will prove very beneficial for your business.

Different Calls to Action should feature at different points on your website in order to give you more chance of conversion. The reason for this is that people at different stages of the funnel will need different messages at different times. Below is a short guide to help you perfect your Calls to Action:

A Short Guide to Perfecting your Calls to Action on your Website

What is the purpose?
Do you know what you want your website visitors to do? Do you want them to watch a video, or subscribe to your mailing list? Do you want them to read more information?

On your website, you need to have a main goal and have several calls to action that focus on that goal. Ideally you should have calls to action on every page but don’t overdo it as this can be annoying. You could have less significant calls to action on some pages of your site to act as navigation directions which will lead them to the final goal instruction, whatever that may be.

raceworld website
Our client, Raceworld, uses a bright green button to make their main goal Call to Action stand out

What will it say?
Your call to action needs to state exactly what you want your site visitors to do so you need to keep it clear and simple. Remember to keep it short and to be directive, but in a such a way that is encouraging rather than off-putting.

Where will it go?
Too many calls to action can be overwhelming and can even prevent sales. You need to ensure that your calls to action are strategically placed and require little mental effort in order to see your sales soar.

Remember, your calls to action will guide the user around the site. It is a controlled navigation system run by you, so your site visitors know where to go to learn more information or to make a purchase.

When planning your navigation with your calls to action, remember to think about who might be looking on certain pages and what messages they might need to see in order to progress to the next stage in the sales funnel. For example, someone who is about to buy needs a ‘buy now’ button rather than a ‘find out more’, and vice versa for a cold prospect.

Something else to consider when positioning your calls to action is images. Images attract the eye, particularly if the image is of a smiling person. Having an image like this can potentially draw the eye away from the call to action but there are some options you could use to help your message stand out. For example, having an image of a person looking in the direction of the call to action will help draw the visitors eye to it, and the use of contrast and colour can help your messages stand out further.

Does it work?
If you make changes to your messages and aren’t noticing a change in your conversion rates, then you need to alter them again. Trial and error is essential for you to determine the most relevant and successful wording and positioning for your target market. A/B testing would be a great technique to use here so that you can pin-point the most fruitful calls to action for your website.

Tried everything?
Sometimes your testing won’t provide any useful data so you may need to incentivise your calls to action to ensure you get conversions. People love offers and hate missing out so you could use these things to your advantage. Many people offer discounts on first sales as an incentive but you will lose profit this way. Instead, you could try promoting the benefits of your offerings by using emotional copy or perhaps offer some free information when they sign up to your newsletter. The incentives should be small so you aren’t giving too much away to cold prospects.

For more information about how to increase your online sales and enquiries, contact WNW Digital today.
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Imogen Mills
Imogen is the Digital Marketing Intern and PA to the Managing Director at WNW Digital. She is a student at Bournemouth University undertaking a year in industry to benefit her Advertising Degree. At WNW Digital, Imogen concentrates on the marketing for the agency and blogging for clients. You can email her at

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