I met with a great new client today and while we were discussing their SEO plan, I offered some constructive criticism on their existing web site as I noted they had NO call to action on the home page.  After discussing where it could go and what it should say, the marketing director for the company said to me: “Oh wow, you offer marketing services as well?” She was refreshed that we aren’t just there to drive traffic to a web site, we LIVE to convert that traffic into sales.

We encourage all new and old clients to have a very specific “Call to Action” on their website. We ask our prospects “What do you want to your prospect to do?”. There are 3 very popular answers; 1. Call me 2. fill out our contact form 3. Buy our product.

We have one client who wants everyone to fill out their contact form.  They are so big on it, they insist on having a form on each page of their website. Now here is my hangup, when their prospect fills out their contact form with which services or products they are interested in, the company writes them back with a little paragraph about the company and then says “If you are interested in our services, please call our office at xxx.xxx.xxxx.”  To make matters worse, they write the email in ALL CAPS SO IT LOOKS LIKE THEY ARE SCREAMING AT THEIR PROSPECTS.

Why Does This Irritate Me?

You are now asking your prospect to take an extra step in a one step world. You asked them to fill out the contact form if they were interested in your company, they did. They are already interested, now it’s your turn to contact them to close the deal, make that appointment or sale. Don’t write them back and ask them to call if they are interested. During that time, another company has already called them and schedule that appointment, sold them the product or sent a proposal.  If I was the customer and had wanted someone to contact me, I wouldn’t respond to an email for me to call. If I wanted to call, I would have picked up the phone in the first place.

So ask yourself, what do you want your prospect to do? Once you have figured out which direction you want your prospect to take, stick with that plan, don’t confuse them, but give them every opportunity to reach out to you. Be responsive!

For help on getting more targeted traffic to your website, contact the SEO experts at On Target Web Solution at 407.830.4550 or follow us on Twitter @ontarget.

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