Clear Call-To-Action (CTA)
What do you want your website visitor to do? What is the goal? Book an appointment? Buy a product? Make an enquiry? Whatever it is, make that your clear Call-To-Action (CTA).
Your Call-To-Action (CTA) needs to stand out on your website so that the visitor knows that clicking on that CTA button is the correct next step for them to take in order for you to be able to assist them in their needs.
If you’re an optician, your CTA would more than likely be a ‘Book Appointment’ or ‘Book Eye Test’ button that is a different colour to the text and background of your website (as in, don’t have your CTA be black and white). Bright and light colours work best such as blue or green. Don’t use colours such as red as it can signify danger or a warning, which can push visitors away from the CTA.
If you can add some form of animation to your CTA it can help increase conversions also. This could be having the CTA slide up from the bottom as your website visitor scrolls to that section of your website. It just adds a further element that catches the eye and draws attention to the next step that you want the customer to take. However, having said all of this, do not make it look spammy or unappealing, there is a balance to be found.
Experiment with A/B testing. This means you can have your CTA as ‘Book Appointment’ one month and the following month if could be ‘Book Eye Test’ (or whatever is relevant to your exact field of expertise) to see what converts best and gets more people through your door to complete an eye test. They can even be contacted for future check-ups which keeps them as your customer and stops them from drifting over to a competitor. It shows that you care.
You could even have a different CTA on each page of your website that is actually the same result to your business in the end. If the main goal for your website is to book more appointments, your CTA doesn’t always need to say ‘Book Appointment’. As I mentioned earlier, a chiropractor may have a page on their website dedicated to back treatment and another separate page dedicated to neck pain relief. The CTA for the back treatment page of their website could be ‘Book Appointment’ but the neck pain relief page could have a CTA that is labelled as ‘Relive Neck Pain’ or ‘Book Neck Treatment’ or ‘Stop Nain Pain Now’ or ‘I want Pain Relief’, there are endless possibilities and testing is important. Testing takes time but if it means your business has more success long-term than it is most certainly worth it.
Whatever your CTA is, make sure that if a customer takes the action you want, that they are followed up with as soon as possible, either to confirm an appointment or to answer a query they had. Timely follow ups are important so let’s take a look at that on the next page.
