A strong call to action (CTA) is what is often missing from most website Home pages. Every page of your website should have a defined purpose. The purpose could simply be to get visitors to go to a specific page on your website. For example, the purpose of your blog could be to get the visitor to call you or send an email or give you their name and email address. Whatever the call-to-action is, it needs to be immediately visible and actionable on the page.
Studies have shown that visitors to web pages naturally focus on the top left first and then scan down and to the right. Therefore, the hottest spot on the page is top left. Most companies use top left for their logo because they want visitors to immediately identify with their logo. The least important information on the page should be placed at the bottom right.
So where should you place your CTA? It must be above the fold. That is, the CTA must be visible on the screen when the web page first loads. The visitor should not have to scroll down to see the CTA. My recommendation is to either put the CTA at the top right or as high up on the left side of the page as practical. Many websites, particularly ecommerce sites, have lengthy menus on the left side of the screen so top right is the only space available.
What should your CTA be? If you want visitors to call you, the CTA should be your telephone number in larger font than any other text around it. If you want visitors to leave a name and email address for a free report or white paper, it should be an offer box with name and email address entry form. If it is to get visitors to go to your blog, it should be an icon with a link to your blog.
Adding a compelling text offer to the CTA usually helps. For example with your telephone number add – “Call now – initial consultation is free!” or if you are trying to collect names and email addresses use a free report/white paper offer with a title that reaches off the page and grabs the visitor’s attention – “The 5 most important questions to ask your contractor BEFORE you sign the contract. Our FREE report gives the details!”
You can also have multiple CTAs on a page. Just make sure the most important one is first.
Like most things in business, paying attention to the details can pay huge dividends.
