5 techniques to make your call to action a success

n all the good articles talking about inbound marketing, you are now talking about call to action. Nothing very challenging or revolutionary behind this expression, it is rather to make real the idea that very often users of a tool or visitors of a websit

We offer you to review 5 practices to optimize the call to action of your pages when you want to create an Internet site for a company, if you look at the development of your applications or … if you write a user manual.

 Take care of the structure of the pages of the website

When we talk about the call to action, we often think of a big blinking orange button to which all the mouse clicks of the visitors of your website would ideally go.

Let us be nuanced (on the bling-bling side first): It is important to begin by remembering that a person carries out an action because he is offered, but also because the conditions around them are met. We have already talked about how to structure the pages of a website and that is what it is all about.

In order for the visitors of your site to carry out the actions that you think (buy, contact, comment, share …), it is absolutely necessary that for the page on which they are located, they can determine:

What problem does it answer?

What are the characteristics of the solution (service, product …) that you propose?

What credibility is displayed (references, blog articles of Expert-you! -or guides to download …)?

What action is expected and how to achieve it?

The trifecta is therefore (in order) problem + features + Expertise + action – The goal here is to put your visitors in the conditions of creating the action, like for a salesman who would perform a discovery interview of his client before making him a commercial proposal.

  An action

If the structure of your website is properly optimized, if your blog articles are referenced with relevant keywords, then there is a good chance that your visitors will be on your site for a reason – they have a problem – and, even better, they are on the page that responds to their problem.

In this case, do not seek to get more of them than they can give you, determine an action for which you feel that:

They give you permission to ask them (for example, you will probably hardly sell an apartment on a website, but you will easily get an incoming call or a contact to call if you present an advertisement that suits one of your visitors)

You will be able to interact with the visitor, torn him into a prospect, according to a mechanics that will lead to a sale, a membership, a gift … (The action that the visitor creates must have value for you too)

 Be pushy

You should not hesitate to clearly tell your visitors what you expect from them. Of course, your solution must remain yours, it's not about becoming the business you're not.

Two good ways to push (kindly) your visitors to action can be:

Use action verbs (“Call”, “buy”, “click” …)

Introduce a notion of time or scarcity (“free study for the first 10 calls”)

 Your action must be visible

Did you notice my big pink button on the top left? Probably did not escape you because it is placed in a place where you see it, because it has a large enough size for a button and also because it is … pink.

These three elements are important, consider well the choices you make in terms of

Place

Size

Color

… as far as your call to action is concerned. The elements of calls to action such as buttons, forms, links, images … are too often of the same nature as the content that surrounds them or even non-existent.

On the contrary, make them visible! Use colors that come out, leave blank and empty spaces of content around the call elements to action, make reasonable size buttons but see each other.

  Everywhere

Finally, if you want your website to see its visitors converted into prospects, as customers, in people who interact with your company in any case, you have to think of it as a very mechanical device. Every page of your website should have a usefulness and wherever your visitors land, you have to think about their way out.