"Call To Action" your advice please *Urgent*

Offer an incentive for them to give your their phone number. Like "Contact Us Today and receive a YOUR INCENTIVE HERE"

You can at least test it out and see if conversions are any better.

Hi Litherland,

There's a lot of information out there about optimizing CTAs, just google "strong calls to action."

We covered this topic on our blog a ways back too.

Test different CTAs for results and test every element because everyone of them play a roll. MarketingExperiments has a lot of stuff on CTAs too. Just changing some wording can increase your conversions substantially. Take a look at this test slide deck from them.

I hoped this helps.

Regards,
jim

1) You have just 2 links that lead to the contact page. Spread them out more (like a sales letter would).

2) Consider incorporating the contact form on your main page. The header graphic, in my opinion, is much too overwhelming. You can save a lot of space by getting rid of it and using a powerful headline instead. PLUS, you can add the contact form there as well.

3) My opinion: Fully Legal Wills sounds funny. Maybe it makes sense to others (i.e. those you're targeting. I'm 21, and even if something does happen, I don't have a hell of a lot to give away). But to me, it reads funny.

Some stuff that might help you with your dilemma.

Risk-Reversal’s Role Reversal | Michel Fortin on Copywriting, Marketing, Business, and Life

Five Ways to Turn No into Yes | Michel Fortin on Copywriting, Marketing, Business, and Life

Tangibilize Your Copy To Increase Response | Michel Fortin on Copywriting, Marketing, Business, and Life

I actually read through (albeit somewhat briefly) your site. I think the copy on the whole is weak. Certain aspects:

They smell of "fear mongering"; something I feel you should avoid.

Your copy needs a revamp; not just the call to action.

Read Michel Fortin's blog on the subject and see how you can apply the principles he teaches.

that big graphic near the top should go be pushing your free report "10 mistakes people make on their wills" or something catchy. That was obviously just a quick example.

You ask for their email to get the report and then you put those people into an autoresponder system.

when i look at your contact form, it is very long for a first contact from a guy who you just met literally 6 seconds ago. most people never fill in those sorts of forms for lots of reasons that would take too long to explain here.

But the point is offer them a reason to contact you other than just to make a purchase. Thats the only reason they see to contact you right now, and thats just not a very compelling reason.

As others have said, the copy also needs a fair bit of work. but mainly, you need to stop asking for too much info from people you just met, and you need to be offering them something they want in exchange for their contact info.

Don't rely on "click here" as a command--it falls far short as a call to action. We all understand that a button or link is our visual command (cue) to take action. The trigger to entice the customer on the path to conversion must be clear, compelling, and deliver as much information as possible in just a few or couple of words. You may want them to subscribe, download a white paper, purchase something, register for an event, or share with their friends. Keep it simple and clear!

I only read through the homepage, so I'd say it's the homepage that needs a revamp.

As for the positioning... I'd put it right on top (above any links). Think of it as an opt-in box.

And yes, each page.

I think your site is appealing.

The contact form asks questions that are irrelevant to creating a will and that would stop me right there from completing the form.

If you are going to create or have someone create a will for people, why are you concerned with:

- reducing the costs of life assurance premiums.
- questions 3-7 don't have anything to do with creating a will either.

Here in the US, it's a fine line between practicing law by creating wills for other people. I'm not sure how that works in the UK.

I agree with David, the contact form should be simple, name email and telephone number, maybe not even a telephone number. That's it. Once you get the name and email, you can converse and find out what they want to do specifically regarding preparing a will.

keeping it simple is a great idea.
ill make the contact form smaller and put on each page on the right or top of the page.
the points on the homepage i will shorten and keep it simple.

i need to add the data protection tags.

am i missing anything else?

The best call of action that you can do is to test and see. That is the secret. No one can tell you which call will work the best for you. There was a good pdf on WF about 37 call of actions. Try to take some examples and use them. You will get good results.

Hi

From the comments yesterday ive made several changes. What do you think? Im testing this page. Ive made the contact form smaller, put it on each page, removed content from homepage.

appreciate feedback and thank you again for your comments

"What's in it for me?"

Make them feel secure by giving their email address and feel good that they will be rewarded.

Don't give value-less freebies but something of fantastic perceived value.

I hope this helps

i got some ideas for u to improve you site and homepage, but, i know what?
you should track and split test every change u do or going to do.

when u split testing u will discover what's really convert better
sometimes it wil be a suprise for u (i.e. when u think a red button is better than blue one)

anyway, i think you should make your link more noticable. make a button out of it.
the eye is going to the women image so maybe the text she's holding should be the link it self...

there are few other things u can explore and test - the copy, the image, the text of the button or link (call to action)
maybe add social prof (testmonials)
maybe add sense of urgency (speical discount for the next 20 sign ups)

but you have to track and test to have data about what's convert better.

good luck.

Litherland, I've gone through your site once again.

The fundamental problem is that you're trying to sell something but you're not trying
hard enough to make your site/offer compelling.

Right from the big graphic at the top. I like that you've put the contact form up on the right.

But right now, I have a couple of questions for you.

Do you know what your target market is looking for?

Do you know what motivates them to take action?

The contact form will ONLY work if they've been, in a sense, pre-sold in the first place (i.e. they know you, they want to work with you).

David summed it up in an earlier post. And I agree with him. I reckon you'll do far better with a simple opt-in page. You're basically asking people who've never heard of you to pay you over a hundred pounds.

What's worse: You're asking them to think (and worry about) the consequences of their death.

So for starters:

1) Identify the market you're after (are these people genuinely interested in getting a will?) - it seems to me that you're speaking to way too many people at once.

2) Segregate the market: Folks who want the will now and folks who are interested in finding out more about wills. Naturally, you should target the former.

3) Identify what motivates your prospects to take the desired action.

My question to you is this:

Are these objections genuine? Are these objections being raised by your target market? Or are these objections simply a reflection of what you think they're saying?

If it's the latter, you're heading down the wrong path. Very often, your sentiments may not be congruent with your market's sentiments. And I'm sure you'll agree that it's what your market thinks that matters (they're the ones putting money into your pocket).

4) Revamp your copy. Find out what emotions trigger your desired response. (Note: is the 70% stat you stated true? If so, why not be more specific? 73.23% sounds a lot more believable than 70%. The accuracy gives the impression that you actually did some "finding out").

And here's another example:

First off - the spacing between "£99" and "for".

Furthermore, the wording is a huge turn off.

"... you will pay £149."

My point is this. Your choice of words is generally very... "off-putting".

You need to engage your audience. You need to 1) read up on copywriting, 2) practice or 3) hire a copywriter (Mark Andrews, an extremely talented writer, is going at a very affordable rate).

You started off thinking your "call to action" was the problem. Yes, that is true. But it's just one off the problems.

Seriously mate, you need to identify your target market. And you need a copy revamp.

Do you happen to have more testimonials? Or a record of how many clients you worked with?

One comment I would make is that on the contact form, you ask this
Surely that is two questions in one. The prospect could be confused and your answers will be unclear. You won't know if they already have a valid will in place or not.

I would also reconsider the wording "would you like to do one" does not give a professional impression at all.

Hey Litherland,

Give them something for contacting you.

Maybe a free consultation?

Hope that helps!

~S

Hi

removed alot of content and discussed with the will consultants whats required and added new information.
put contact form on the homepage

am i on the right path? thank you