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Purpose of a Winning Website
Most people aren't in the business of just giving away free information,
and most company websites miss the point as to why they were developed
in the first place. All too often is the case that a corporate
website simply becomes an electronic brochure; the kind of web site
that focuses on displaying everything there is to know about a product
or service without properly initiating the sales process for these
products or services.
Effective commercial websites, what we like to term Winning Websites,
are developed to not only be found on search engines, be visually
appealing to the user, and provide a content rich experience, but
to demonstrate one or several calls to action and ultimately generate
sales or sales leads. It's all very well to have a professionally
designed, top ranked website, but if it doesn't bring in sales or
at least sales leads then it's missed its purpose.
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What is a Call to Action
?
As discussed, the purpose of a Winning Website is
the ultimately contribute to the business by generating sales
leads. These leads usually come in the form of a
user of your website requesting more information from you,
a sales tour, a product presentation, or a service quotation.
Calls to Action provide these options to the user of your
website so they know how and why to take action the way you
would like them to.
For example, throughout the webstart.ca website you will
notice the phrase "Get a free website evaluation".
When a user of our site clicks this text link it takes them
to a page explaining why they would want a free website evaluation
and how to go about getting it. When this person contacts
us for a free quotation or evaluation we have just created
a sales lead. We now know that they are interested
in improving their website and we are then able to respond
to them by providing suggestions of how to do this.
More importantly though, we can now openly explain what, why,
and how webstart.ca will make these improvements a reality.
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How to integrate Calls to Action into
your website
You may think that putting a simple contact form on your
website will generate sales leads for you, and indeed if you
have a totally unique product or service it might generate
a few. But most business fall within a competitive
environment, one with similar products and services. The best
way of generating as many sales leads as possible is through
demonstrating how and why someone would want to contact your
company.
For example, on webstart.ca we have a number of reasons that
users of our site would want to contact us. We offer free
website evaluations, free project quotations, free business
and website planners, and free consultations. Of course your
calls to action don't have to be free services, but the point
is to demonstrate why people should contact you.
The whole idea is to get the users of your website
to do something, or to direct them to a page or section of
your website that you would like them to see. To
do this, provide links within a product or service's descriptive
content, and direct them to an online contact form that contains
those same link texts. Links like "Receive a product
demo", "Take a tour of this property", "Learn
more about xyz" are all effective ways to directing your
website visitors into a course of action. By doing this you
answer both fundamental questions; Why am I contacting you?
(for a product demo) and How do I do it? (by following this
link to a contact form).
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