It’s a fact that people respond better to being told what to do with a specific call to action than to vague requests or suggestions.

This is particularly appropriate when they have expressed some interest in your product and changed from being a visitor to your website to being a prospect.

Now you need to move them into and through your sales funnel and this requires instructions. Basically, you are providing road signs for the way you want them to go to complete the sale.

It can be simple text, an image or button or banner. As long as your call to action makes clear what the visitor is supposed to do in order to reach that point where your interests meet, when they have what they are looking for and you have just sold it to them.

No mistaking what is required here!

A call to action is what distinguishes the dividing line between marketing and selling and marks out effective, profitable websites from ineffectual, brochure sites

The success of your Call To Action (CTA) can be measured by split testing. Both one CTA against another and with and without a CTA.

The measurement of responses and the ability to split test your offers are some of the great advantages of online marketing for local businesses. They provide objective data about the Return On Investment achieved for a given investment in marketing compared to more traditional marketing methods which tend to sit in the Overheads column of your accounts providing no discernible benefits.

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