Question

Topic: Website Critique

Call To Action In A Website

Posted by Anonymous on 2/21/2007 at 10:53 AM ET 125 Points
What is the call to action in a website for a company that makes customized products?

First of all I will tell you about my company, which is just starting. We create Podcasts for organizational (internal) communications within the top 500 companies in my country (Colombia).
As you would have guessed, every potential client may have a specific need of internal communications, so the Podcast may vary in tone, content and length. This means every deal will be different. This also means that when someone decides this service is right for his/her company, some previous work has to be done for creating the customized podcast. In other words, people won’t buy immediately when the offer is made on a website.
Considering the fact of the customized service, what should
my goal be or call to action in the website?. To contact me for instance? Also: should I set a sales copy in any page to get success with that call to action? If you want to chech the site, you can go to www.milpalabras.com.co THANKS A LOT,

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RESPONSES

  • Posted on 2/21/2007 at 11:34 AM Accepted
    I think you already have the answer in your question. The call to action is driven by the goal of the website. Which is? To showcase your offering and generate leads presumably.

    (I apologise for not being able to read Spanish, so I can't comment as specifically as I would like), but I'm sure your website is designed in a way that ensures that all the prospect's obstacles to purchase have been removed (I try to think of all the possible "objections" and "obstacles" and see if my copy and other content provides a sufficient answer).

    Points of Resolution are where you can see that a visitor to the website has gone down a particular path and has arrived at a point where they are not ready to move forward with their decision, because they may still have an important objection that is unanswered. Here, being thoughtful, you would have anticipated this and provided just the right piece of persuasion.

    Your calls to action could be:
    "Tell me more about - a specific aspect of the product or service" or
    "Please give me a call so we can discuss what I need in more detail" (Think carefully here: don't ask the person to provide too much detail, but make sure you ask for enough so that you have a reasonable idea of what they might be thinking of)

    Not sure what you mean when you say "sales copy". Surely the whole site is designed around helping visitors to understand what you do, how you do it, how it might benefit them and how it works, and who has used it with what results. To me, that's selling.

    Hope this helps. Do feel free to get in touch directly if you think that be worthwhile for you.

    Kind regards,
    Michael
  • Posted by Annelies on 2/21/2007 at 12:02 PM Member
    Dear santiagorios,

    There are many possibilities: the cheapest way is to put your phone number or e-mail on every page.
    next level: "leave your e-mail here and we keep you informed" (make a form so people can post their e-mail to you)
    next level: Add a button: please contact me. This goes to a form in which they have to leave their contact details and a moment they prefer to be contacted. In this case you call or e-mail the prospect.
    next level: add a button: click to call or click to chat.
    find all info on: www.liveperson.com or www.estara.com

    Good luck!
  • Posted by Frank Hurtte on 2/21/2007 at 7:03 PM Member
    Sometimes you create web sites to build credibility which ultimately leads to the sale.
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