Ever been to a website, ready to take action, but felt completely lost about what to do next? That’s because many businesses assume customers will magically know what step to take. Spoiler alert: they won’t. It’s your job to guide them.
According to Small Business Trends, only 70% of small business websites have a call-to-action (CTA) on their homepage. Even more surprising, Marketing Experiments found that 47% of sites only feature one lonely CTA. That’s like expecting someone to navigate a maze with zero signs. Not exactly a winning strategy, right?
One Goal, One Clear Path
Your website should have one purpose. Customers need clarity, not confusion. Whether you want them to buy your product, schedule a call, or sign up for a free trial, your entire site should lead them to that action. No detours, no distractions. Imagine you’re their guide, taking them from Point A to Point B without getting lost along the way.
The key? Repetition. You’ve got to show them the path multiple times. If your CTA is hidden at the bottom of a page or appears just once, it’s like saying, “Hey, good luck finding this!” Help your customers by repeating the same CTA across your site. It’s not about being pushy; it’s about being helpful. Your customer wants a solution – don’t make them hunt for it.
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Avoid “READ MORE” Like the Plague
Have you ever clicked on “READ MORE” and felt a surge of excitement? Didn’t think so. The problem with “READ MORE” is that it’s dull, vague, and doesn’t motivate anyone to take action. It’s like telling someone, “There’s something here… maybe.”
Instead, your CTAs need to spark curiosity and excitement. Tell them exactly what they’ll get when they click: “Discover how to increase your revenue,” “Claim your free trial now,” or “Find out how to save time.” Think of it like the classic red button that says, “DON’T PRESS.” You just have to know what happens if you do. Your CTAs should create that same irresistible pull.
Guide Them to the Solution
Your customer isn’t a mind reader, and they shouldn’t have to be. They’re looking for a solution, and you have it – but only if you make it easy for them to find. Repeating strong, clear CTAs across your site keeps them on track. And when you replace dull “READ MORE” buttons with enticing messages, you’re guiding them towards a decision that solves their problem.
In the end, your customers don’t want to guess what to do – they want to be led. So, give them a clear, exciting path to follow. Their success depends on it… and so does yours.
