Making It Easy to Make a Purchase
Let’s return, once more, to one of the three examples we used previously: the leather bag, the health coach, and the chocolate chip cookie recipe.
First, the leather bag: you found one you like and after looking at the details of how it’s made and what it’s made of, you decide that THIS is the leather bag you want to purchase. And you want to purchase it right now, before you decide it costs too much.
What next? The third question, of course:
If the bag is in stock, you might click Add to Cart (or Add to Bag). If it’s a custom order, you might click on Customize My Bag, or Request Custom Order.
Second, the health coach: you’ve decided hiring one is the best chance you’ve got for getting healthy in the new year, and this woman sure looks like she could help you. You want in! What next? You probably click on Get Started, Contact Me, or opt in to a specific program.
Third, the chocolate chip cookies: this one looks perfect, and it looks like the blogger has a million more good ideas. You might want to Sign Up for Email Updates or Subscribe to the Newsletter so you don’t forget to go back and check the site.
Whether you’re buying something, hiring someone, or subscribing to something, once you decide you want the product or service, or more content, your next step is to take action. Same with your VBV! This action is usually just clicking on a button, and those buttons, the ones that ask your VBV to do something, are called Calls to Action.
Call to Action? What’s that?
A call to action (or CTA) asks your VBV to do something. A CTA is often a button or a link. CTAs are like little signs, saying, “This way next!” They should be short, specific, and directional. Here are a few CTAs that you might be familiar with:
- Sign Up Now
- Download my FREE eBook
- Get in Touch
- Get Started
- Buy Now
- Purchase Now
- Schedule Your FREE Consult
- Ask Me a Question
Calls to action are important because they help your VBV decide what to do next.
Think about it: when’s the last time you tried to navigate anywhere without signs? Not the grocery store, not the zoo, and certainly not the freeway, unless you’ve got your GPS or Google Maps on. Not on the internet, either. You can’t guess what page you’re going to next, and neither can your VBV!
What makes a good CTA?
- Short and to the point (5 words or less)
- Includes a verb (as its name suggests!)
- Stands out – a bold color (or at least a little-used color) so that the eye is drawn to it.
- Looks like a button or a link – your VBV needs to know that s/he should click it.
Where should we include a CTA?
When you want someone to:
- Sign up
Make a list of the pages that will more than likely be on your site. Don’t worry too much if you forget one – this is just a starting point. Write them out horizontally, all in a row. (You can find examples of common pages in Chapter 12.)
HOME ABOUT SERVICES CONTACT DIRECTIONS
Starting with HOME, draw an arrow to the page you want your client/customer to visit next. For instance, you might want your visitor to go from HOME to ABOUT. Draw a line with an arrow from HOME to ABOUT. (In the example here, our pages are lined up in the correct order, so we could use HTML arrows. But yours will probably have lines looping and crossing over eachother, and it might get messy!)
HOME → ABOUT SERVICES CONTACT DIRECTIONS
Where should they go next? SERVICES? Draw a line with an arrow from ABOUT to SERVICES. Continue until you’ve directed your VBV through each page on your site.
HOME → ABOUT → SERVICES → CONTACT → DIRECTIONS
Now write your pages vertically, one per line, in the order that your directed your visitors through them above.
At the end of each of these pages, you should have a call to action, pointing your VBV where to go next. This gentle nudge will guide your VBV through more content on your site (and in the order that you prefer!) than letting them just wander on their own.
Next to each page, write a CTA or two that would direct your VBV to the next to the page. Try to use a verb in each – that helps create movement. People usually like to follow directions, and verbs are good suggestions for action.
HOME: Read Our Story
ABOUT: Explore Our Services
SERVICES: Get in Touch!
CONTACT: Find us IRL
DIRECTIONS – this one might not have one
Keep these CTAs! You’ll need them when we get to Part 3.
Part 2 is DONE.
Take a break – you probably need it. And you’ll be fresher when you return for Part 3: Write!