In the old days, “Call today” was considered an effective call-to-action. Today, it’s super-wimpy. Call today doesn’t turn your website into a funnel for ideal clients, secure your perfectness for the job, or weed out not-so-great prospects. It definitely doesn’t save you time.
The right calls-to-action should do all of those things! If you understand the two types of visitors coming to your website, you’ll be able to create ideal calls-to-action that speak to their needs.
When it comes to your website, are you asking for something? Are viewers taking action? What if you can take things a step further—and use your calls to action to seal the deal with ideal prospects?
You can! Over my next few posts, I’m going to show you how calls-to-action can:
- Turn your website into a funnel for ideal clients and projects.
- Secure your perfectness for the project.
- Weed out the not-so-great prospects.
- Gather info & save you time.
First, let’s look at who is on your website. (It always starts with your audience and what they need!) Who are they? Where are they at in the buying process? Your website visitors generally fall into two separate roles: planners and builders.
- PLANNERS envision a beautiful project, and they hope to take action in the future. They are evaluating and info gathering. Planners need more information and to gain a comfort level. Capture their information so you can stay in touch—and give them something incredibly useful that shows your expertise and makes them comfortable! Call to action: A free gift that speaks directly to their needs.
- BUILDERS have a scope of work in mind and have probably broken ground. They are in the do it stage. They are decision makers, and they’ve thought about budget. Builders are ready to take the next step and get in touch—but there is a better way than just saying, “Let’s talk.” If a prospect is serious about taking the next step and talking to you, it’s a perfect time to gather valuable information, further qualify them, and continue to show what makes you special. This way, they’ll want to work with you (instead of just talk to you). Make yourself accessible for the next step (a free consultation), while helping them and you determine if they’re an ideal client. Call to action: An amazing contact form that results in a free consultation.
Where should you put these calls to action?
On every page! Yes, every page on your website should have these two calls to action—and that’s it. Don’t confuse them with a whole bunch of options. Your visitor’s choice should be: either this, or that.
Next time, I’ll share my favorite tips for creating free gifts that work (so you can get planners in your pipeline).