In a sea of millions of business websites, getting potential customers to visit your site instead of your competitor’s is a huge accomplishment. But after attracting users to their websites, too many small business owners fail to take the crucial next step: incorporating a call to action that gets customers to do click, call or buy. That’s the conclusion of the Small Business B2B Call to Action Study, which examined the websites of 200 U.S. small businesses with 100 or fewer employees.
Shockingly, the study found that 70 percent of the small companies’ websites had no call to action on their home page, while 72 percent had no call to action on internal pages of the site. What other mistakes are companies making when it comes to call to action?
- More than one-fourth (27 percent) don’t have a business phone number on their home page. Of those that do, 70 percent fail to display it in an easily viewed spot—for example, they’ll put it in the footer instead of at the top of the page.
- A whopping 87 percent of small business websites do nothing to make their “contact us” option stand out. They just include it in the same size, font and color as other elements on the page.
- More than two-thirds (68 percent) have no company email address on their home page. Of those that do, more than one-third (38 percent) bury it where it’s difficult to find on the page, such as in the footer.
You’re spending time, money and effort to get customers to your website—so once you’ve got them there, don’t just leave them standing. Here are some guidelines for incorporating calls to action:
- Include a call to action on every page of your website—whether that’s “Call Us,” “Buy Now,” “Add to Cart,” “Learn More,” “Make an Appointment,” or other action relevant to your products and services.
- Make calls to action stand out visually. Use buttons, larger fonts and bright colors so they catch the viewer’s eye. Make sure your pages are streamlined enough that these key elements don’t get lost in clutter.
- Get their attention fast. “Above the fold” refers to the part of the website that users see without scrolling down. Keep in mind this may differ for different platforms, such as tablets and smartphones. In general, however, you want to place your key call/s to action as near the top of the page as possible. Whether they’re on their desktop, laptop, tablet or phone, prospects are in a hurry and they’ll head away from your site if they can’t quickly tell what to do.
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