Whether you know the term for it or not, I’m 99.9% sure you’ve seen a call-to-action on a website before. A call-to-action is just what it’s name implies; a request for the visitor to the website to take some kind of an action.
A call-to-action can be as simple and self explanatory as this ‘Contact Us’ button.
Or, a call-to-action can be something like one of the three on the right hand side of this post. Either way, when you create your call-to-action you will save it as a picture file. I would suggest JPEG or PNG format, unless you want there to be “action” on your call-to-action, then a GIF would be more appropriate. GIF’s are popular because they catch the viewer’s eye and stand out from the rest of the page. The picture file you choose, regardless of the format will need to be “clickable”. This means that when a visitor to your website clicks on the picture, it will take them to another page, ideally on your website as well. This can be a contact page, as in my example above (try it and see) or it can lead you to a landing page or sales page, like the three calls-to-action on the right sidebar of this page.
On the sales or landing page you are going to give the visitor more details about the offer that you have enticed them with in your call-to-action. Are you offering them a free eBook or a 30 minute consultation? Whatever your offer is, you are going to need to gather some information from your visitor, so that you can follow up and fulfill the offer that you promised them. At this point you don’t want to ask for too much information, but some basic fields you will want are:
1. Their name, first and last
2. Their email address
3. A phone number
Where does this information that they fill in the fields go to, once they hit submit? You will need to have an email system in place to store your new contact’s information. There are free services, like MailChimp, which works just fine in collecting your website’s visitors and storing it in a list. You’ll want to create separate lists for each call-to-action. Other CRMs like Infusionsoft and Aweber have a monthly cost associated with them, but they are more powerful and have better features. You get what you pay for.
Once you have the name and email address you can set up an email to respond back to your new lead. In the case of a contact form, a simple Thank You page should suffice. Just acknowledge that you have received their information and you will be getting back to them as soon as you can. This is important, because people still don’t trust technology 100%. You don’t want them to wonder, “Did that go through? Should I send it again?” Put their minds at ease with a quick Thank You page.
If your visitor has clicked on a call-to-action that requires some sort of digital delivery from you, you can automate this in your email system as well. Create an email template that thanks them for joining your list and include a link to where they can download their video or eBook or even a newsletter.
If you need help setting up your calls-to-action and the process that goes on behind the scenes, contact us at Digital Marketing Genie!