Competitive Advantage and Call to Action Part III

Competitive Advantage and Call to Action Part I
Competitive Advantage and Call to Action Part II

Your call to action ties in directly with your competitive advantage. Think of your website as another marketing piece. Even if you are not selling products or services through your site, you are selling yourself and your organization. Use your landing page to guide your visitors along, and encourage them to take some kind of action.

Do you want your visitor to fill out a form? Purchase a product? Learn more about your company? Make that your call to action. Once you have identified what you want your visitor to do, make that the focus of your landing page. Say it in words, use an attractive graphic, and do not be afraid to repeat your call to action.

Offer an Incentive
A great way to make an effective call to action is to create a sense of urgency with your message. Here are some common techniques used in a call to action.

• Deadlines for ordering.
• Free gifts for ordering within a certain time frame.
• Notification of a future price increase.
• Offer a free trial / introductory rate.
• “No Risk” trial.
• “Not available in stores.”
• Limited availability.
• Free accessory with purchase.
• Free upgrade for ordering within a certain time frame.
• Create a race. “First 100 respondents…”

Don’t Be Passive
Do not be afraid to tell you customers exactly what you want them to do. Use phrases like “Call now!” rather than “Contact us when you’re ready.” Spell out exactly what they need to know, “Mail us at…” instead of “you know how to reach us.”

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