Ultimately, the goal of a website is to provide a platform for customers and potential customers to learn more about your business. Whether you offer online products, services or a brick and mortar store location, you need to be generating leads through your website to make it effective.

Generating leads through your website doesn’t have to be complicated. It’s really about offering website visitors relevant next steps in their buying journey of purchasing from you.

Place a call to action on every page

Every page of your website needs to have a call to action. Now that doesn’t mean you’re offering a hard sell on every page. Some calls to action might be to read more about your products or services related to the topic you’re writing about.

Other calls to action might be to sign up for your email list to stay in touch, download a relevant lead magnet or find a store location near them.

An even more passive call to action can be to check out the content on your blog. This way, your website visitors can learn more about your expertise before deciding whether or not to work with you. Service companies might find that a call to action to read the blog is an effective next step if customers aren’t ready to get in touch with you just yet.

Choose your call to action strategically

Different types of website pages will require different calls to action. For example, your homepage aims to give a nice overview of your business so that visitors feel compelled to click on the services or products you offer to learn more and take the next step in learning about you.

Then, from those service or product pages, you can offer a lead magnet directly related to that product or service. And then from there, you really aim to get users to take the next step in contacting you or making a purchase.

Think about the crucial information customers need to make a purchasing decision from your services and use calls to action that take them step by step through the customer journey. 

Avoid call-to-action clutter that confuses the website visitor

Too much internal website linking or a smattering of buttons on a page can clutter your website and make it difficult for the user to know exactly what you want them to do next. That’s why it’s important to use calls to action wisely. 

While you want each page to have one, you don’t want to have a lead magnet right next to a contact us form. This makes it tough for the visitor to know what the best next step is in furthering their relationship with you.

So look at your website and see if any of your pages look like button mayhem. And if they do, choose the most relevant call to action for that page and remove all others.

Know what motivates your consumer

To know the best call to action for a page, you need to know what motivates your consumer. For example, I know my customers are looking to increase brand awareness and drive sales through effective digital marketing (often organic marketing). 

For them to feel motivated to get in touch with me, I need statistics that showcase I know what I’m doing. For SEO blogging, this might mean showing how my blog articles helped a company increase its rankings and deliver more relevant traffic to its website. Email marketing pages need to deliver information about open and click rates as well as conversion rates for email. Lead magnet writing services need to offer details on email list development from other lead magnets I’ve written.

So know what motivates your customers and offer details that help them take the next step in working with you without cluttering your website.

If you’d like assistance in developing content designed to improve website conversions, Bridge the Gap Communication is here to help. Schedule a free consultation to learn more about our services.