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September 20, 2010

The Pitfalls Of A Web Site With No Calls To Action

A potential customer has just opened up your web site. They see a fancy introduction that grabs their attention. The little video sparks a laugh, and they stay on your site to find out more about your business. After getting through all the fancy animations, he or she is greeted with a beautifully-crafted home page with killer copy that keeps them reading all the way to the end. After the novelty of the menu animations and the gorgeous background wears off, your customer sits – thinking.

He or she has no idea what to do next.

They could click on the “About Us” page to learn more about your company. They could visit your blog and see the latest news and opinions from you. They could look at your portfolio or list of services. The web site design looks great and has some great catch phrases, but the marketing message is getting lost and the visitors don’t know what to do next. Now what?

The problem: no call to action. You led your customer to the water, but you did not tell him to drink. No matter how much you lead a customer, you have to make it very clear to them what they need to do next.

The following is a list of things you can do on your web site immediately to improve the conversion rate on your web site:

Make it simple. If you want the business, tell them to give you their contact information or tell them with a graphic to buy your service.

Make it valuable. Offer a free gift or consultation just for contacting you.

Make it clear. At the end of every page content, you should include a simple statement.. Call Us Today For More Information – 555-1212. This tells people they can call you immediately for more information. Calls to action are one of the most important aspects of marketing and really need to be incorporated on every single page of your web site, not just the contact page.

One simple call to action that no one really takes advantage of is your contact phone number. For whatever reason, web designers started created web sites with a phone number only listed on the contact page with a link at the bottom of the web site in extremely small font type.
Some corporate web sites don’t even list their phone number at all. When you consider how many people call companies for more information about their products and services, the fact that they don’t have a phone number blows my mind.

Statistics show that people read web sites from top to bottom left to right. The best place to put a call to action? The top left of your web site. Very few companies put their phone number in the most effective place on the web site.. the top left. If it’s not there, the next best place is the top right. Your phone number should be on every page of your web site listed very visibly.

One of the most common features of a web site is a contact form. This also happens to be one of the main standard calls to action. On the contact page of every web site, there should be a form people can fill out to get more information about your product or service. In our experience, companies that have a form located on the homepage see a lot of response from that page as well as the contact page.

Without the call to action, your customer is lost, and so is your sale. You need to find a professional web design company to discuss your corporate web design and ensure that your customer will know what to do when they visit your site.

Corporate web design requires a web design agency that understands the importance of maintaining a company’s brand, creating a marketing message that will convert visitors to sales and includes software applications that will help the company to streamline their business practices. Stark Logic specializes in corporate web site design and marketing. Visit for more information.