Article Contributed By Adam Hommey
As an internet marketer and a webmaster for internet marketers, I get frustrated when I visit a website and end up flipping through pages of content that doesn’t lead to anything. Most people’s website content doesn’t tell me what the next steps are. And, they don’t tell me what actions I should take. So how can they expect to convert their website traffic into more customers and sales?
Every page on your website – regardless of its purpose or content – needs to guide your visitor to the next step.
Obviously, your sales page leads visitors to click to the secure shopping cart order form so they can buy from you.
Your special report download page guides visitors to enter their name and e-mail address and hit “Submit” so they can be added to your mailing list.
But what about your “About Us” page (which contains your bio), your “Media” page (which lists all the major outlets in which you’ve been featured), and your “Contact Us” page?
Here Are 3 Easy “Calls to Action” to Convert More Website Traffic into Sales on the About Us, Media and Contact Us Pages
1. On the “About Us” page, after your bio, add a powerful client testimonial praising your expertise and your measurable and specific impact on the client’s bottom line. Then add the line “Ready for these kinds of results in your organization? Click here to get started now!” (This links to the contact page).
This call to action, in fact, can be used for any page that does not have an obvious “next step.” Just make sure the testimonial ties in to the page content. If the page is a list of your keynote speaking topics, have the testimonial be about how your keynote set an awesome tone for the entire conference, not about how helpful your sales department is to your customers.
2. Your “Media” page should not just be a collage of logos. It should contain short videos of your TV appearances, audio clips of your radio interviews or featured-expert interviews on teleseminars. It should also include links to the articles where you were quoted or links to your articles that got published on the top websites. Let the world see what a sought-after, in-demand expert you really are.
With that being said, a simple, but effective call to action would be, “Sarah B. Marketer looks forward to being the featured expert on your next program. To schedule her appearance right now click here.” (This links to the Contact page.)
3. The Contact page, by definition, is a call to action. It needs to take your visitor by the hand and lead them through the next step.
It should not just be a page that displays your mailing address, phone number, and main corporate e-mail. Rather, it should lead with a paragraph that congratulates the reader for their decision to take action. Then, it should explain the process for getting in touch with you. It should also describe what someone should expect once they contact you.
Next, guide them through a simple web form that asks specific questions. This way you can do your homework and present prospects with a specific response and action plan. Make sure to keep this form as brief as possible, and only ask questions that directly inform how you and your visitor would do business together in the near future.
Having a web form, rather than just a link to your e-mail address, guides your visitor to take a specific action. This raises their level of commitment to you and increases your chances that they will buy from you.
Bottom line: Make sure that every page on your website provides a roadmap for your visitor with a specific call to action. This is the only way your prospects will reach the destination that you prepared for them. And, it’s the only way you will increase your website sales conversions.
About the Author
The Website Surgeon, Adam Hommey, increases website sales conversions for entrepreneurs, small business owners and Internet marketers just like you who want to make more sales now. To see where you’re actually losing money on your website, get a live website review at http://www.livewebsitereviews.com
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