If you have hired web designers to create a website for your business, we are going to assume that you gave them at least one call to action that you wanted to be included in the website’s design. If not, we further hope that the web designers advised you that your website should have a call to action.
Calls to action can come in many forms, and the reason for them will differ from business to business and website to website. For example, on a website for local divorce lawyers, the main calls to action are likely to be for the potential client to call or complete an enquiry form. However, on an eCommerce website selling lots of toys, there will be numerous calls to action appearing throughout the website on each product page and the checkout page saying, “Click To Purchase”.
When a website visitor follows a call to action, the term used to describe that is a conversion. Note, that when the subject of sales is being discussed, conversion is usually used to refer to a sale. However, for web design, a conversion is whenever a person takes the desired action. That action on many business websites is rarely a purchase but can be making a call, entering an email address, filling out a survey, or completing a “Contact Us” form, for example.
The point we must emphasise is that unless your business website has a strong call to action and that is supported by other facets of the website, then conversion rates are not going to be as high as you would want them. Here are five of the business website elements that can most influence conversion levels.
The 8-Second Rule: Significant research shows that, in general, you have no more than 8 seconds to grab the attention of those who land on your business website to keep them there for longer. This means your website’s design must have imagery, media, and benefit-driven headlines with powerful words that act as a magnet to any visitor.
Navigation & Layout: We know these are two design elements, but they are so intertwined we have considered them together. A website layout that seems uncomplicated, uses lots of empty space, and is well organised is highly desirable. Further, simple menus that make navigation throughout the website easy are a must if you are to encourage conversions.
Colours: Often, colours are thought of with respect to branding, and whilst important, of even more importance is how colours influence a user’s experience and the likelihood of them following a call to action. Colours should be consistent, reflect the business and the niche it represents, and aim to spark some of the desired emotions such as blue/green for trustworthiness or orange/red for excitement.
Content Quality: We sometimes feel like we are on a loop as we mention content quality so often in our articles, but the simple fact is without great content, not only will a business website fail to convert, but it will also have little chance of gaining better search engine rankings on Google.
Call To Action: Ultimately, your conversion levels‘ final influencer will be the strength and clarity of the calls to action. They must be prominent, unambiguous, and leave no doubt as to what the action is going to result in once taken by the website visitor.