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When someone visits your website, you have less than a second to make an impression. It only takes about 50 milliseconds for users to form an opinion about your site– So you’d better make it count. If your mobile users can’t find a way to contact your business, they could get frustrated and leave to a competitor’s website. You don’t want this to happen!
You want to create a strong call-to-action that will make it easy for a prospective customer to contact your business. Whether the call-to-action is a phone call, contact form, live chat, or additional content, a strong call-to-action can help your business accomplish the following:
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Increase conversion rate percentage
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Improve the user experience
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Generate more sales and leads
Our Experience with Call-to-Actions
Our team at The Media Captain has built hundreds of sites for all business types. We’ve seen an uptick in conversion rate percentage when we create strong call-to-action based on the following:
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Proper Placement
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Strong Messaging
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Stellar Design
EXAMPLES OF STRONG (AND WEAK) CALL-TO-ACTIONS
PLACEMENT
Where your call-to-action is placed is important. Most businesses want their phone number, email and get a quote button to be placed at the top of your website. The logic is simple. You want to make it as easy as possible for someone to get in touch with your business. The more clicks someone has to make to get in touch, the more your conversion rate percentage will drop.
When you build a WordPress site, most newer themes include a top bar and you have the option to make the contact information sticky. For many older and most customizable sites, for the contact information to be sticky, it will require custom coding. This is something our development team takes care of for clients. We often see a conversion rate increase above 15% on mobile devices when doing this.
Below is an example of The Media Captain’s website. Our phone number and email stick at the top on mobile, even when you scroll down. This always makes getting in contact with our agency top of mind for people visiting our site.
Bad Example: A Weak Call-to-Action
Below is an example of a website for a local plumber in Detroit. There’s no phone number on the homepage on desktop or mobile. When you go to the contact page, there’s no phone number either. They have their phone number on their trucks (which is evident based on the picture on their site). Yet they make it hard for their customers to call into their business. This is a frustrating customer experience, especially for a company that specializes in emergency response services.
A good rule of thumb is to not make your customer have to make multiple clicks to contact your business.
Strong Messaging
The Waterworks is a local plumbing company in Columbus, Ohio. They are a client of ours so we’ve helped them create a strong call-to-action, which is part of the reason they’ve increased website traffic by 123% [view success story].
You will notice that the phone number for The Waterworks remains constant at the top of their mobile site. There is strong messaging right next to the phone number letting their customers know that they are open 24/7. The design is also structured to make it easy for the customer to take action, which includes the following:
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Schedule an Appointment
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Email for Questions
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View Coupons
Tip: Your business should identify the three-four most important actions someone can take while on your site. Incorporate those important action items in a way that makes it easy for your customer to immediately take action, just like The Waterworks did.
Strong Design
You want to have call-to-actions in the right place on your site. It’s important that stellar design accompanies the proper placement of your CTA’s.
If you look at the example below for Feazel Roofing, a client of ours, you will notice there is a nice phone icon next to the phone number. There is another icon next to scheduling free inspection in a complimentary color to the darker blue. The homepage slider has a call-to-action button based on one of the most important action items a customer can take. There is also LiveChat featured above the fold. All of these design elements that accompany the strong call-to-action have helped Feazel increase leads by more than 100% [view success story].
If you have a graphic designer, leverage them to create a mock-up for homepage sliders, buttons throughout your site, and the main navigation layout. A good design will only further improve the user experience.
Note: The Media Captain offers graphic design support if you are looking for a helping hand.
In Closing
It’s easy to forget about incorporating strong call-to-actions throughout your site. When you spend a lot of money on advertising and marketing to drive traffic to your site, the last thing you want is to have a less than ideal experience for your customers.
Hopefully, you were able to take ideas and inspiration from the call-to-action examples we provided that you can leverage for your business.
