Look: I get SO frustrated when I visit a website and end up flipping through pages of content that doesn’t lead to anything… when the content doesn’t tell me what the next steps are, or what actions I should take.
Your website’s reason for being is to grow your business. Period.
Whether your end conversion goal is more registrations for a conference or seminar, more students in your coaching program, more product sales or more opt-ins to your mailing list, your site impacts your bottom line.
Every page on your website – regardless of its purpose or content – needs to guide your visitor to the next step. Obviously, your sales page leads the visitor to click to the secure shopping cart order form to buy from you. Your special report download page guides the visitor to enter their name and e-mail address and hit “Submit” so they can get the report and be added to your list.
But what about your “About” page, which contains your bio and company information? What about your “Media” page, which lists all the major outlets in which you’ve been featured? Where do THESE lead? Most of the time, they lead NOWHERE, just like opening the door for your visitor and then turning your back on them without saying a word.
Here are the easy “calls to action” that keep these pages
from falling flat on their faces and driving visitors away:
For the “About Page…
- After your bio, add a powerful client testimonial praising your expertise and your measurable and specific impact on the client’s bottom line. Then add the line “Ready for these kinds of results in your organization? Click here to get started now!” (This links to the contact page).
- This call to action, in fact, can be used for any page that does not have an obvious “next step.” Add a results-oriented testimonial outlining specific benefits, and ask the reader if they are ready to experience the same in their own organization. Just make sure the testimonial ties in to the page content. If the page is a list of your keynote speaking topics, have the testimonial be about how your keynote set an awesome tone for the entire conference, not about how helpful your sales department is to your customers.(Easy, eh?)
For the Media page…
- First let’s make sure this page is being properly utilized. It should not be a collage of logos. Rather, it should contain short videos of your TV appearances, audio clips of your radio interviews or featured-expert interviews on teleseminars, and links to the articles where you were quoted. Let the world see what a sought-after, in-demand expert you really are.
- That being said, a simple, but effective call to action would be, “Sarah B. Marketer looks forward to being the featured expert on your next program. To schedule her appearance right now, click here.” (This links to the Contact page).
Bottom line: Make sure that every page on your website provides the roadmap for your visitor with a specific call to action. This will increase the your chances of having your prospects actually reach the destination you have prepared for them.
Does every page of your website lead prospects through your sales funnel? Find out with our live website review service, where we will review your website using Camtasia screen shot software and show you every single missed opportunity to turn a prospect into a customer.
Peek over the shoulders of two top internet marketing experts now at:
