This chapter is from the book
This chapter is from the book
This chapter is from the book
Call to Action
What do you want people to do on your website once they get there? Do you want different visitors to do different things based on the target market they are within, their demographic/psychographic profile, or the search terms they select? Isolate your primary business goal to determine your primary call to action. A call to action is the next step you want your visitors to take; it’ll more than likely be revenue-oriented, which means getting visitors to buy something, register, or contact you.
Under your primary call to action, list secondary ones. Think about levels of visitor communication that enhance your business, even if immediate traceable sales aren’t produced. For example, consider the following as possible, important secondary objectives: increasing subscriptions to your online newsletter, contact by the press that results in articles in the media, new distribution partnerships or reseller channels for your products, visits to your site’s “contact us” page, phone calls, or brochure requests. Every business will be different and so will every site. Prospects and customers have different points of interaction with every business. These are often called touch points. Use the touch points you establish to enhance your branding or otherwise strengthen relationships with your prospects and customers.
A sample call to action list for We-Care.com suitable for use in a search marketing campaign could include:
- Primary objective: Increase percentage of visitors who exit through to a merchant from 4 percent to 6.5 percent within the next month.
Calls to action:
- Primary: Shop at Target.com (a participating online merchant) and get free shipping today.
- Secondary: Support your nonprofit cause, find a merchant among 700 top online stores.
- Secondary: Register for specials email newsletter.
Review the designated calls to action before, during, and after you execute a keyword text link campaign on search engines. Individual search engine ad listings can be created for each call to action (or you could combine a few actions into one listing). For each call to action, your keywords, ad copy, and landing pages can all be modified to continually improve your campaign performance. By tracking the performance of each ad listing, you’ll be pointed to the ones you’ll want to re-evaluate. Rework poor performers; emulate high-performing ones. There isn’t a lot of room in a paid search ad for discursion, so it is important to keep focused on the benefit and call to action that you believe will resonate best.
You can identify primary and secondary calls to action for nearly every page of your entire site. To achieve the best results from your online marketing efforts, however, apply this list to each major content page of your website.