After you’ve gone to all the effort of attracting visitors, the next step is to capitalise on this. If you want conversions, make it easy for readers with a clean call to action!

A call to action essentially instructs the reader to carry out a desired action. This action could be anything from sending you an email, making a purchase, or even just clicking the Like button. Basically, something that is good for your company and will secure you another conversion.

So that’s what a call to action is, but how do you go about incorporating one into your site? Fear not, just follow along and you’ll easily develop your own:

• Make it visible. Your button shouldn’t be smothered under a pile of images or snuck onto the bottom of the page. It’s crucial for you and convenient for your customers to have it emblazoned in a dominant position right on the top of your landing page. Do anything you need to make it stand out – have it contrast in colours, give it a bolder design or even make it a part of your site banner

• Make clear the benefits and offer incentives. Promote your service while advertising how you will improve your readers’! ‘Contact us’ is a bit bland. ‘Contact us for our services’ is a bit longwinded, but tells them how you’ll help. ‘Improve your site now!’ is both authoritative and certain. Just don’t cross into demanding territory and be specific as to how your services will help. Make your service or product attractive.

• To foster goodwill and publicity, offer freebies to people who take you up on your offer. A discount may set back profits for now, but when viewers spread the news to their friends you can reap the dividends. In the short term those novelty helicopter hats (labelled with your logo, of course) you give out may cost you but the publicity they’ll bring is priceless

• A sense of urgency is paramount. Make it clear how important it is to viewers that they engage with you! They shouldn’t just like/buy, they should like/buy now. Any time your audience isn’t responding is a time they could turn to your competitor

Once you’ve got your landing page and running you’ve got to get a hold of your visitors. A distinct, bold call to action will facilitate this and make netting conversions that much easier