Creating an Action-Driven Website: How to Get More Phone Calls and Orders From Your Traffic
Written By : RICHARD FONG
Published on January 2, 2014
Regardless of how many visitors you can attract to your website, you’ll fail to make any sales without an action-driven design. From phone numbers and contact forms to sales-driven copy, piecing together an action-driven website is an important yet frequently ignored aspect of online marketing.
In this five-step marketing guide, you’ll learn how to add elements to your website that make it easier for customers to contact you, and easier for you to contact any prospective customers.
Place call-to-action buttons and information above the fold
Call-to-action buttons are simple web buttons that your visitors can use to sign up for your service, send their contact information to you, or request more information about the products and services that your business offers.
Not only are these buttons helpful for grabbing the attention of visitors, but they’re immensely valuable for increasing your website’s conversion rate and making the most of your traffic.
Place call-to-action buttons above the fold – in the visible part of your website and not in a position that requires any scrolling – alongside actionable information like your sales team’s phone number or your business’s contact form.
Use lead capture forms to generate names and phone numbers
Lead capture forms are smaller, less intrusive versions of the standard ‘contact us’ form that you’ve seen on business websites. Instead of requiring you to write up a full email, they ask for two simple details: your name and your email address (and occasionally, your phone number).
These lead capture forms can be immensely valuable to your business, especially if you have a driven and capable sales team behind you. Place a lead capture form in a prominent position on your home page and pass the data on to your sales team for telemarketing.
Got a sales team? Add live chat to close sales while they’re live
Live chat boxes can be labor intensive, but they’re capable of generating excellent results for your business. These helpful chat boxes sit in the bottom corner of your website and allow customers to interact directly with your sales team.
Because of this direct access to customers, you have an excellent opportunity to answer questions and sell your product or service – albeit indirectly – to people visiting your website. Test a live chat application on your website and use it as a permanent sales tool if the earnings justify the use of your sales team.
Use action-driven sales videos to your business’s advantage
Video is a very powerful marketing medium, especially when paired with a highly optimized website design to capture leads. Just like you’d use a television advertisement to sell your product to a new audience, use an online ad to catch the attention of your visitors and sell them on the benefits of your product or service.
A one-minute marketing video is an excellent ‘primer’ for getting your audience in the mood to make a decision. One of the best ways to convert visitors into valuable sales leads is by installing a lead capture form beside your video, allowing visitors to enter their contact information after learning about your product’s benefits.
Place call-to-action fields below blog posts and informational pages
A lot of businesses make the mistake of keeping their blogs and websites separate, either in form of in design. Since many of your blog readers will be interested in the products and services that your company offers, it’s worth installing a call-to-action field or lead capture form on your blog as well as your website.
Simple call-to-action buttons below blog posts alerting your readers to your latest products and services are excellent for driving traffic. A lead capture form in your blog’s sidebar is also an excellent tool for generating warm sales leads that can be used for direct marketing campaigns.