Would Anyone Mind Getting Specific About Recommended Calls To Action?

by TMW
7 replies
Hello everyone. I just built my site fairly recently and know that I am supposed to have calls to action. But what does that mean, exactly? I wrote on my site "call Tina now" in a few places, but what else would you suggest?

I'd really appreciate any help!!
#action #calls #mind #recommended #specific
  • Profile picture of the author KimboJim
    "Call Tina now," would be a simple call to action, and it does fulfill the basic requirements. The call to action is when you tell the person what to do next. Whether that's calling, clicking an image, filling out a form or ordering a product. It not only tells the person what to do, but it urges them to continue forward, thus increasing the likelihood that they will buy your product or service.

    However, a good call to action is more specific than this. Instead of "Call Tina now," you could use something like, "Call Tina now to schedule an appointment," or "Call Tina now for your free consultation."

    The call to action has to give the reader a reason to fulfill the action.

    Now, I don't know what your website is about, nor do I know what you are selling, but you should write something specific that will tell people exactly what to expect when they call you.
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    • Profile picture of the author TMW
      I guess I just don't get it. I mean, I understand what you are saying. But I am never swayed by websites saying that I should call now. I *am* persuaded by people who sound like they know what they are talking about--and in those cases, if I need whatever service they offer, then I will actually hunt for their contact info on the site (if necessary). But these annoying pop-up boxes and chat boxes (especially the ones that follow you around and *especially* some that even cover the very information you are trying to read!!) make me nuts.

      I provide a service and want people to call for appointments, some are free and some are not, depending on the type. But I have individualized websites for free/paid options.

      Do you really think that your suggestions would make people more likely to call? And, besides "call to schedule an appointment," or "chat live now" (which I cannot imagine doesn't annoy everyone on the planet but am I wrong??), are there other calls to action? And does anyone know any stats re: how those chat live now boxes perform in terms of conversions? I've been thinking about installing one but I just hate them so much myself that I'm really not sure.

      Thanks again for the feedback and any and all discussion on this topic bc getting people to the site is one thing but having them call is everything.
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  • Profile picture of the author KimboJim
    Conversions all depend on your market. If you are catering to people that are older and aren't as adept with technology, then it's doubtful that a live chat window would help. If you are catering to a younger crowd that wants help right now, then it might improve your conversions.

    But, I would say that a call to action is essential. Yes, having great content is even more important. If I had a great call to action, but very poor content, then I would receive very few calls.

    The call to action persuades people to buy, but not until the main content itself helps persuade the reader. It's meant to tell you what to do next. It tells the reader how they can buy from you or continue the process. If someone has to search for contact information, then there's a good chance that many people will leave out of frustration. If people don't know how to continue the process, then there's a good chance that they will leave.

    Honestly, it comes down to trying different calls to action and seeing how they work for you. Some people have improved their conversions by 40% or more by just changing a simple word, so it's all about experimenting.
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  • Profile picture of the author TMW
    That actually made more sense. I guess I will just have to play around with variations on being annoying.

    But my other question is--assume site with clean structure, no adds, simple menu bar. There is clearly a "Contact Us" Option. Is anyone really so slow that they don't understand when you magically click "Contact Us," both a phone number and email option appear??!

    I've seen things saying that calls to action can be very differently worded. But I just can't think of many other ways to say "call me."

    Anyway thanks again!!
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  • Profile picture of the author KimboJim
    Here's the thing. A business should make checking out as easy as possible. For example, how would you feel if you visited a business (let's make it a travel agent), and the person talked to you about a great vacation. You like everything about it, and you're ready to put your money down.

    "That's great." He stares at you.
    "Well, what do we do now?" You say in response.
    "Oh, you can pick up one of the brochures from across the hallway. That will tell you how to contact the hotels."
    So you get up, pick up the brochure and go back to the travel agent.
    "Now what do we do?" You ask, probably a little frustrated by this point.
    "Well, open the brochure and find their contact information. You don't expect me to do this, do you?"

    Maybe that's an extreme example, but you should be making things as easy as possible for your customer. If you want them to contact you through the "Contact Us" tab/page, then tell them to click it. Or, better yet, give them a link to it at the bottom of your article.

    You will lose customers if you make things harder for them. Yes, 95% of your customers will know that they can find your information through the "Contact Us" page, but why should they contact you when there hundreds of other similar websites that make the process much easier?
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  • Profile picture of the author onSubie
    It may seem like calls to action don't sway "you", but you have to remember that "you" are not your market.

    It is part of the persuasiveness of copywriting. A call to action may not "sway" people with zero interest but it will get many fence sitters to take action.

    Watch TV commercials for cheap mass market products and look at their strong calls to action at the end of commercials:

    CALL NOW- and receive a second set of steak knives FREE!

    DON'T WAIT for this offer to end CALL NOW to reserve your place

    For a FREE no obligation quote CALL NOW

    Notice that commercials always say "Call Now" and NEVER say "We have operators standing by anytime. Call at your convenience"
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  • Profile picture of the author thatjc
    A web sales page has many small steps in the sales process. They all require a "yes" in the mind of the visiting prospect. And any one of them can stop a sale. The last one in the usual sales process sequence is that Call-To-Action step.

    It's my understanding that you should start your sales page with a clear presentation of your UVP (Unique Value Proposition), your offer. By the time your prospect reaches your CTA, they may need a reminder of your UVP - as part of your CTA. In other words your CTA will usually work better if it clarifies the benefits of taking the action - the answer to "why should I?" and a refresher on your UVP. This applies to buy button labels or any other CTA.

    Knowing exactly what your UVP and CTA need to say is part of your niche market research and your understanding the mind of the prospect - remembering that "Sales happen in the mind of the prospect - not on some web page", to paraphrase one expert.

    Hope this helps. Sorry it's not specific, but only you are the one who knows the specifics for your page and your niche.
    _jim coe
    "You can count the seeds in an apple, but you can't count the apples in a seed."
    Online Visual Communication expert
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