Getting someone to visit your website is hard work. That's why it is important to maximize the value of each visitor. Calls-to-Action (CTA) can help guide your visitors to the next step of the sales funnel.
After reading this guide, you'll have a solid understanding of what makes an effective call-to-action. You will also have several simple and practical ideas you can implement throughout your marketing website to help nudge people along the process of hiring your services.
What is a call-to-action?
A call-to-action (CTA) is a text on your website, often a button, designed to prompt an immediate response from the visitor to click and take the next step in the sales process. You'll see these on just about every webpage you visit. Typical examples are "Buy Now", "Add to Cart" and "Join Our Mailing List" to name a few. They frequently take the form of a button, and tend to be brightly colored.
Before You Redesign
For most business owners, if their current website is not effective in driving results, they believe it's the result of its design. Often they'll opt for a redesign with the same or similar content. But instead of an expensive redesign, your time and money can go a lot further by making some small modifications to your existing website. Simply sprinkling calls-to-action in the right places along with your current content can significantly increase your conversion rates.
I don't like to waste time, and neither do your customers. That's the reason "Pricing" is my all-time favorite call-to-action. In fact, I'd argue it deserves prime screen real estate in your photo booth website's navigation because EVERYONE will click.
When someone clicks pricing, he or she is signifying an interest in learning more about how you do business. "Pricing" is at the top of the sales funnel and suggests the person is not ready to move forward with your services, but that your website has given them enough of the "warm fuzzies" for them to take the next step and see if they can afford your services.
When I see new Check Cherry customers with a "Contact" link in the navigation, I always suggest they swap it out for "Pricing " and simply link to their Photo Booth CRM. I love this tip because it begins the process of leads self-qualifying based on price and results in higher quality lead collection and bookings.
Variants: "View Pricing", "Check Rates", "Rates"
"View Packages" is another excellent option for helping guide a person to the next step in becoming a new customer. Offering packages is a great idea because most people like to browse the options/menu. As a service provider, it allows you to accommodate multiple price points and establish the value of packages with a higher price point. After all, they don't know what you offer, and conveniently bundling your services allows them to select the one they think is right for their event.
Variants: "Packages", "Select A Package", "Build Your Package"
This one seems to be the most common. If a person is ready to pull the trigger and hire your company, "Book Now" is an appropriate CTA. This one belongs much lower on the page after you've given the visitor everything they need to make an informed purchasing decision. Otherwise, they might not feel comfortable clicking the CTA.
"Book Now" is most effective when linking to a specific package from your marketing website or perhaps on a google/facebook advertisement where you want the prospect to act now and take advantage of a special offer.
Variations: "Book Us", "Book Online", "Hire", "Reserve", "Book Today", "Reserve Us", "Book!", "Reserve Online"
I like this one because it's very close to pricing. In other words, the visitor has seen enough that they would like to take the next step in determining if your service will work for them based on price. The one thing I don't love about "Instant Quote" is it seems like the visitor is in for a more complicated process than just "Pricing".
Variations: "Quote", "Get A Quote", "Free Quote", "Instant Online Quote", "Free Quote"
A reliable option. This one is great for high-end operations where one wants to give the impression of exclusiveness and higher demand. I'd argue it's smart to collect lead details even if you are not available. Perhaps you can let the client know you can refer someone whom you trust and build a positive relationship with another business in your community. A referral partner of sorts. Maybe someone is willing to white-label the event for you or pay you a commission for the sale.
Variations: "Check Your Date"
Keep in mind: most people are not going to read all of the copy on your website. They are looking for an answer, and the faster they get it, the sooner they can move on with their day. You can take advantage of that by making your calls-to-action stick out like a sore thumb by using bright and complimentary colors to the primary color scheme of your website. Also, be sure to leave extra whitespace around the button.
Displaying multiple calls-to-action on each webpage is a good idea. Again, it's all about making it easy to take the next step. Aim to have each CTA be helpful and make sense based on the surrounding content. As mentioned above, it makes more sense to have a "Book Now" button after you've shown the visitor your packages. Otherwise, the next logical step in the sales process is to "View Packages" and not "Book Now".
Offering a CTA at the bottom of any webpage and one in the top right of the navigation is a good place to start. From there, you can sprinkle other calls-to-action into your website. Remember, make sure they are logical, i.e., not spammy. You can do this based on what you think will be helpful for the visitor in taking them through the next step in the sales funnel.