You’ve succeeded in driving traffic to your website. Once these visitors get to your site, is it clear what you want them to do?
No matter how much you love your website or how much time and money you sink into it, the truth is the time you have to grab a visitor’s attention is barely longer than the blink of an eye. As Content Marketing Today states in their article “6 Essential Lessons Your Website Should Learn from a Shopping Mall”:
I was surprised to see that a talented website window designer said interestingly, You have only five seconds to capture the attention of prospective customers walking by. That sounds pretty darn familiar to Web marketers because you have less than 10 seconds to capture your Web visitors’ attention.
Less than 10 seconds. Now that is short. And, remember that it is an average. If you’re anything like me when I surf the net, it can sometimes be even quicker. That means you need to grab their attention and move them into action quickly.
There are lots of ways to grab their attention, but the one thing I want to focus on is the “take action” part of the equation. Just like in the shopping mall comparison:
You must understand that your presence on the web is just like your presence in a shopping mall. You’re not there to have people look briefly in your window and then walk past.You want them to take action.
Is it clear what you want them to do? Do you have a clear, succinct call to action? A call to action can look like a number of things depending on your needs:
- Sign up for a freebie
- Contact you for a complimentary consultation
- Buy Now! (whatever product you want them to purchase)
- Register Now! (for an event, teleclass, etc.)
You need to draw attention to your call to action and then be clear what you want to them to do and what the benefit is to them. You can do that by the fonts you use, the placement (always above the fold) of your call to action, or some other design element of your choosing. Then, make it easy for them to take the action (no more than 1 click and short form) and make sure your signup form actually works.
Remember to limit your calls to action. That means having no more than 1 (maybe 2 if you have a signup form in the sidebar, header, or footer) call to action on each page. They can be different for each page. Just keep in mind that a confused mind always says no. A user frustrated by a glitch or barrier to signup always says “forget it”.
Keep it clear, simple, and easy; that way once you get the coveted traffic to your website you can increase the tangible results you see from those visitors.
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