Posted on March 3, 2015
People tend to take pride in having a beautiful, modern website, but it’s important to not lose sight of your website’s ultimate goal – getting new clients and booking more appointments. With that in mind, the one thing you can do right now that only takes minutes is check your website to make sure you have a clear call to action.
What is a call to action? A call to action is an obvious graphic, text, or link that provides your website visitor with the next step. It only take a couple minutes of surfing the internet before you cross examples of this – subscribe now, download now, sign up now, etc.
A call to action is important because you can’t leave it up to your website visitor to figure out what to do next. In a world of short attention spans and quick gratification, you need to make it clear what the next step is. In the context of healthcare, the obvious call to actions may be: “Book An Appointment Online” or “Call Us To Book Your Appointment”. You can even link your call to action to a sale or promotion: “Call To Book Your Appointment – 20% Off Until March 30”.
So take a moment to check if your website has an obvious call to action, and if it doesn’t, add one in as soon as you can using these guidelines:
(1) Place the call to action “above the fold”
Above the fold means the area on your website that is visible without scrolling. The reason for this is because your customer might not scroll down, and if they don’t they won’t see your call to action at all.
(2) Make sure the call to action is large
It doesn’t have to be overpowering, but it should be large enough to naturally attract the eye. Your customer should never have to search for your call to action.
(3) Make The Color Stand Out
While size is one aspect of gaining the customer’s attention, color is another way. The color of your call to action should stand out on the page, so make it a different color than everything else on the page.
(4) Be Concise
A call to action should be quick and directly to the point. Think “Book Online Now” vs. “Take a moment to book a relaxing session with one of our wonderful therapists”. The latter is too long, is not eye catching, and doesn’t get right to the point