Web Design Have You Forgotten The Call To Action

Web Design Have You Forgotten The Call To Action

In writing there is​ a​ term called ‘passive voice’. in​ literature this is​ where the​ narrator TELLS the​ reader what is​ going on instead of​ allowing dialogue and​ event descriptions to​ SHOW the​ story to​ the​ reader and​ allow their imagination to​ fill in​ the​ gaps. in​ the​ first case the​ reader is​ not very involved in​ the​ action of​ the​ story, but in​ the​ second scenario they are not only invited into the​ full body of​ the​ story, but they feel as​ if​ they are part of​ the​ action.

In web design you have to​ find a​ balance between simply showing your site visitor what you have to​ offer and​ being pushy in​ an​ effort to​ make a​ sale. On approach is​ heavy handed and​ the​ other is​ a​ bit timid in​ approach.

When you TELL, but don’t SHOW you wind up with a​ very sterile site that infuses no one with passion to​ make a​ purchase. Visitors simply leave with a​ lot of​ facts and​ figures they aren’t sure what to​ do with.

When you SHOW, but don’t TELL you can get a​ visitor excited about the​ product without ever bringing them back to​ a​ call to​ action.

Let’s see if​ this makes sense. Let’s say you have a​ website dedicated to​ cosmetics. Your knowledge-based content does a​ great job of​ pulling the​ site visitor in​ on an​ emotional level. They learn a​ lot and​ find your site valuable. However, this visitor may well leave your website never even considering a​ purchase. They may have even thought the​ article was simply part of​ a​ site designed to​ extend knowledge to​ visitors. You have to​ remember that sometimes your web pages are accessed through a​ search engine and​ if​ there is​ no call to​ action they may exit with good information and​ nothing more.

A call to​ action at​ the​ end of​ your knowledge based content encourages your reader to​ take the​ information they have gleaned from your site and​ apply it​ to​ a​ purchase of​ products from your website (or as​ past of​ an​ affiliate revenue sharing program) that can tangibly enhance what they have learned.

Never be afraid to​ place a​ call to​ action in​ your website. You need to​ let your visitor know they can do something with what they now know.

If you are not passive about drawing your audience into an​ understanding of​ the​ product you should also not be passive about making it​ easy for​ your customers to​ take the​ next step.

Interestingly you cannot make the​ assumption that by simply describing something better you will increase your sales. While it​ is​ likely sales are predicated on knowing what you are buying there is​ a​ greater chance of​ a​ sale when someone understand the​ emotional tie to​ the​ product.

When you help your reader connect with your product in​ an​ active way you may find not only new customers, but also motivated repeat customers that willingly share your story and​ perhaps your call to​ action.

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