A call to action is where text and graphic design combine to compel the website visitor to take some type of action, whether that’s to get them to call, visit the showroom, or download an informational planning guide.
Keep in mind that well-placed calls to action directly impact the number of online leads that your website is able to generate. Industry standard conversion rates are between 2-5%. That means at least 2 people out of every 100 people who visit your website should be completing some sort of action on your website. Preferably, this action translates into some way where you can begin developing a relationship with the lead.
Here are some tips:
- Make some room on every page of your website to rotate different calls to action that would be updated frequently. This can like a sidebar that prompts the website visitor to request more information about a featured home or floor plan.
- Think beyond the email newsletter sign up as a call to action. It’s archaic, it’s not effective, and unless you have a celebrity hosting the newsletter every month, nobody is going to look forward to it. Instead, provide a resource guides that solves one pain point, then ask for a few contact details in exchange for it.
- Make your calls to action easy to understand by telling the website visitor exactly what to do. Adding text like “Learn More” or “Click Here” or “Download Now” is tried and true. Then combine the text with some eye-popping graphic design that jumps from the page.