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In business, the ultimate aim is to generate profit. The way you do that is Marketing and Sales. In today’s world, your website is the central element in your marketing strategy. It is the thing in which everything must revolve around.
The common misconception is that your website is just an informative tool. It is an informative tool however it should ultimately be the main shop window for your business. Therefore your website should generate leads and sales. For most B2B businesses your website will most likely need to generate leads as opposed to direct sales (unless you have specific products that you are selling). Therefore your website needs to be geared towards informing, educating, and generating interest form your prospective customers.
The secret to doing this is CALLS TO ACTION (CTA).
CTAs are the secret to lead generation. They are the most overlooked technique in marketing however they are so effective in driving traffic to where you want it to go.
A CTA is simply a command. It is a phrase (usually in a button style like the one below) with a simple command telling your customer what you want them to do - book now, watch this, download your FREE copy etc. Here’s an example of a CTA:
Get a FREE ConsultationCountless studies have shown that if you give your customer a simple command then they are more likely to respond. Another consideration is that our attention spans online are very short. We generally scan information. A subtle command sticks out very clearly in this context and our brains tend to follow the commands that are spoon-fed to us.
It is your job to ‘spoon-feed’ your customers. They need to be told what to do. Once you have them on your site then it is your responsibility to keep them there and to make them look at what you want them to look at.
Your Homepage generally gets the most hits so you should have around 3 CTAs on the Homepage alone. Drive your customers to the most engaging, relevant and interesting content that you have to offer. Once they are there (watching the video, reading the blog posts etc) there should be another CTA to direct them to take action – contacting you, request a free consult etc.
CTAs are your most powerful way to generate more leads for your business. Don’t neglect it!
Hi, I’m Haroon Rashid and I’m the author of this blog and the founder of Finisher Creative. If you are a small business or a charity/non-profit I would be more than happy to talk to you about your online marketing and social media needs. If you’re in the Yorkshire area (UK) I’ll even take you out for a coffee! You can email me on info@finishercreative.com, check me out on Facebook, follow me @FinisherCre8ive or Google+ I look forward to hearing from you!
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