One of the first discussions I have with a business owner when they ask for my help is to find out what they want potential customers, clients, or patients to do when they visit their site or find them online in some manner. Do they want a phone call, a registration, an email or form fill, or just to consume their content? Despite it often seeming straightforward and obvious, it is sometimes surprising what we forget to address when we are too far inside the business to look at it from the consumers perspective. Afer all, the site is up there for the consumer. We have to make it as simple, clear, and easy as possible for consumers to take the action that we want them to take. You would be surprised how many business owners say they want people to call them, but then have their phone number in very tiny print, or not even in a clear spot on the page. The more hurdles you put between your visitor and a conversion, the less chance it is going to happen. Now the art of conversion rate optimization is to provide the CTA (call to action) in a very clear and easy way without annoying, or overwhelming the visitor and scaring them away, but it is important that it is always there.
Calls, Emails, Forms, Chat as Call to Action
All of that effort you are putting into social media, SEO, and advertising can be greatly diminished if you don’t have a good site that converts them into paying customers. It is often a good idea to provide users with as many methods as possible to reach you. If you prefer phone calls, you can lead with a call, but you should always have other methods for those that are phone shy or just too busy to pick up the phone. Can they get on your email contact list easily? Can they chat with someone easily online? Can they find your address so that they can stop on the way home? It seems like it should be pretty obvious, but take a step back and look at your site and make sure that it is abundantly clear and easy how to hire you for what you do best. If it isn’t, make sure you make it a priority. You are likely losing money every day due to something that is probably pretty simple to fix.
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