Call to Action
A "call-to-action" is the most valuable part of a website, since it converts visits to actions.
It is, in business terms, what you want visitors to do. It should not be an afterthought. Your content strategy should serve to achieve it.
Your content may be entertaining, informative and creative but if it does not promote or support an action, or start a useful conversation, it is worthless.
Principles
- The action may be direct (buy) or indirect (start a conversation).
- You must guide prospects to provide contact information willingly.
- They will want a compelling reason or incentive to do this.
- You may want them to phone or email; or follow or connect.
- The action should enable direct contact. A 'like' is of little value.
- You need to ask for the action, and/or the action should be implicit.
- Consider all touch points: on your site and on social networks.
Ready to consider the 3 P's? (Planning, Process and Pitfalls). It's time to start your plan: