The win-win call to action

I don’t have any data to prove it, but I’d be prepared to guess that over 75% of product pages have no call-to-action to speak of, other than perhaps “download the data sheet”. We may have the best product in the world, but when it comes to the web page, we get almost apologetic about what we have. Or we somehow think that simply viewing an A4 brochure (on a screen unsuited to the task) will magically cause someone to get on the phone and demand a sales call.

A good call-to-action at the end of every product page should be a given. It should offer something in return for the prospect identifying themselves. If you gave me the project of improving your website, it’s the first thing I’d check. But even a good call-to-action can usually be improved.

One way is not to give the viewer the option of doing nothing. “Click here to request the brochure” is a reasonable call to action. However, in a sales presentation, if the prospect doesn’t say yes to the offer, the next step is to change the offer, not to walk away. So if they don’t want to respond to your call-to-action, give them an alternative. Indeed, make it seem like they simply have to do one or the other. Simple really.


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