A Call-to-Action to Supercharge Your Website's Call-to-ActionImagine you own a spa and are trying to drive business inside your doors. You’ve gone through all the necessary channels to do this – you’ve created highly targeted pay-per-click ads for your franchisee, cultivated a social media presence, and made a webpage that is both aesthetically pleasing and easily navigable, yet you’re still struggling to get business. Although thousands of consumers checked out your franchisee’s pay-per-click ads, liked your page on Facebook, and visited your website, they’re still not buying your product or showing up at the store. What could possibly cause this to happen? The answer may lie in your call-to-action (CTA). Even the best webpages can fail to generate leads if the Call-to-Action is not crafted to perfection. Below are a few tips on how to do that.
What It SaysThe wording of the Call-to-Action is crucial to your webpage success. With an infinite amount of plausible word combinations, how do you decide what you want your website’s call-to-action to say? The most important thing to keep in mind is that your website’s call-to-action has to compel consumers to click on it, and the best way to do that is by appealing to their self-interest. You want to clearly state exactly what your visitor will get if they click on your call-to-action. If you run a spa franchise like the example above, you wouldn’t want to simply say “CLICK HERE,” but something more along the lines of “Get your $50 spa coupon.” The former merely gives an order to the customer, while the latter tells them what they will be receiving in exchange for their precious click. Action words like “get” or “try” are highly effective because they give consumers the option to take action, rather than telling them what to do. Moreover, the call-to-action should speak in the first person. So “start my free trial,” is much better than “start your free trial,” because it presents the action from the point of view of the user. Lastly, the call-to-action should create a sense of urgency, so adding in a “now,” or “today,” at the end of the phrase is a great way to induce customers to take instant action.
How It looksAny and all call-to-actions should stick out like a sore thumb – they should be impossible to miss. If you get up from your screen right now and walk to the back of the room, you should still be able to see the Call-to-action. It must always be placed above the fold on a webpage, and never in a place where somebody has to scroll to see it. To figure out exactly where to place it, try this simple test right now. Open up your webpage and note the first place your eyes go. This will most likely be the first place the consumer’s eyes go as well, and therefore the best spot to place your Call-to-action. If your webpage is long, consider putting the same Call-to-action at the bottom, or creating a sticky headline. Finally, the best way to make your website’s Call-to-Action really pop out of the page is to use a contrasting color for the button – one that sticks out but still fits the overall color palette of the page.
How ManyThere should be one primary Call-to-action and no others. If your website has a litany of Call-to-actions on its landing pages, the consumer may not know where to click and give up on your product or service altogether. This is called choice overload – the more choices one is presented with, the more likely that person will choose to do nothing because of all the mental effort it takes to compare one option to another. If you need to create multiple CTAs with different types of actions, just make sure they don’t compete with your primary CTA for attention. These CTAs can blend in with the rest of the page – your website’s most important call-to-action should be the only one that truly jumps off the of it. Nailing down these fundamentals of CTAs is imperative to creating a successful, high-conversion landing page and getting the most out of your franchisee’s pay-per-click ads. With these few tips, you can turn your webpage from one that simply gets glossed over to one that creates action and drives business inside your doors.
Christian Pillat is the Managing Director and Founder of Adfinitely. Adfinitely works with Franchises and National Brands to launch online marketing campaigns. Over the last 5 years, Christian has successfully launched marketing campaigns for over 50 nationally recognized brands. He is a thought leader in digital marketing for multi-location businesses, has been featured on Social Geek Radio, and was recently named one of Atlanta’s Power 30 Under 30.
Do you have a strategy for launching new marketing programs for your Franchise system? Corporate involvement in new franchise marketing programs can make or break the success of the program. Over the last 5 years, I’ve launched over 50 marketing programs in different Franchise verticals and the ones that have been most successful had the following three common components: Need, Education, Training (N.E.T.)
- Need: The most common thing we see with failed franchise marketing initiatives is a lack of need in the first place. It is the responsibility of both the evaluator and the salesperson to ensure there is a need for the initiative being implemented. As the evaluator, take the time to get input from your Franchise Advisory Counsel and your Franchisees to gauge interest in a new marketing initiative. A short survey is an effective to get feedback. Ask about budget, interest level (1-5), and satisfaction with current vendor/programs (if the program is replacing another.)
- Education: When rolling out a program, start the education process early. With our clients, we will do a series of 2-4 webinars before the roll-out, a short whiteboard video, and marketing flyers for the franchisees to print. With the education process, we follow the Why, How, What “Golden Circle” described by Simon Sinek here. Why is the franchise marketing program being implemented? How exactly it will work? And lastly, what is it specifically going to be doing? By starting with the why, you engage franchisees in the decision and help them understand the program’s goals. If they understand the goals, recognize the benefit to them, they will be more proactive in adopting and initiating the process.
- Training: Training starts with the webinars, which in addition to Education, serves to train the client on the sign-up process, but doesn’t stop there. Training includes setting expectations and measurement markers. Both Vendors and Franchisors should remain vigilant in on-going Franchisee training. Each contact should be informative until everyone feels comfortable with the program. Once the comfort and understanding is there, keep training! There is always something new to be learned from marketing programs!