Refine Your Marketing Message with Effective Calls to Action | Rank Media


One of the most frequent mistakes made by business owners and even web designers is the lack of a converting call to action or marketing message.  Frustrated business owners who can’t understand why traffic is not converting often forget to ask these basic questions:

  • Does my site describe what I do and the quality of my business?
  • The answer can be found right on the home page of your site. 
  • Is the message clear ?
  • Does it answer the questions my  potential clients ask?
  • Does it convey what we are all about and why you should buy from us?

If the answer is ‘no’ then you need to re-align your company’s message and start converting more traffic into to revenue. Start here:

A strong call to action commands attention and requires an action.  It conveys what your business is all about, and what your product or service can accomplish. It gives the visitor a reason to buy from you and offers additional value for purchasing soon.

A clear description of your services and reason to buy from you:

Often visitors who are searching for a specific product or service such as “Life Insurance” end up on a site that is confusing. They must sift through all the various services to find what they are looking for and will move to the next site that has a clear message.

Clarify your services and products first, by stating clearly what it us your selling.

“Life Insurance Brokers” then adding the value “Over 25 years Experience” and then the incentive “Discounted Rates” to clearly answer the questions your potential clients need to know.

By adding urgency to the call to action such as “Instant quote comparison” and providing the ability to initiate contact with the potential client ensures not only the lead information but creates a relationship – all in the first 20 seconds of visiting the site.

The call to action’s positioning and imagery:

The position of your call to action is almost as important as the content.  This message must be the first thing a potential client sees.  It must be in the top portion or banner of your site. It must be clear, bold and to the point.  The imagery or design must also help to convey the message.  Often a strong message is carried through the image:

  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. (Sources: 3M Corporation and Zabisco)
  • 40% of people will respond better to visual information than plain text. (Source: Zabisco)
  • 46.1% of people say a website’s design and message is the number one criterion for discerning the credibility of the company. (Source: Stanford Persuasive Technology Lab)