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A call to action (CTA) is an image, line of text, or button on your website that prompts a user to take some type of action. In this video and article, Mike Lyon walks us through a high-level CTA strategy, and gives pointers on how to execute them for maximum effectiveness.
For a new home builder, calls to action may include:
Above all else, you want to make it EASY for users to take action on your website – the message should be clear. From a design perspective, CTAs should stand out significantly from the rest of the content on the page – think bright colors and interesting effects. There should be no such thing as a subtle CTA.
Next, you want to be sure you have systems and processes in place to follow-up with every person who engages on your website. All clicks and calls from your website should flow automatically into a customer relationship management (CRM) system, where they can be followed up with within five minutes, then added to a sales process. That said, there should be only one person dedicated to handling follow-up – the New Home Specialist, or Online Sales Specialist. This person has the training, bandwidth and resources to nurture incoming prospects and convert them into appointments for the sales team.
Offer multiple CTAs throughout the page for each listing or piece of content. Start at the top with Call or Contact Us, and as the user scrolls through, sprinkle in four to five relevant CTAs as they are browsing the content.
People respond better when they see a human face. That was one of the main takeaways from the Virtual Sales Best Practices webinar series. Add the New Home Specialist’s head shot to the CTA and carry that image through both long and short-term follow-up. This will also help website users understand that when they call or click, they will be connected to a real, live person.
Use CTAs that pop up on the page as the user scrolls through. Remember, you want to make this as easy for the user as possible. You don’t want anyone to have to search through the page or website to submit information.
Example of effective CTAs on home builder website. Image source: RyanHomes.com
Contact forms on your website should require only three pieces of information: first name, last name, and email address. By limiting the amount of required information, you lower the barrier to success. Again, make it easy for someone to contact you.
Video is almost always an automatic engagement booster, and when used next to a contact form on websites, has been proven to increase submission rates. In video, customers can pick up the visual clues that make up nearly 80 percent of human communication. Keep these videos short and simple – the New Home Specialist should quickly introduce themselves, explain what it is they do, and let the customer know they are available.
Image source: SimmonsHomes.com
Mobile accounts for about half of web traffic worldwide (Statista.com). Be sure the customer experience on mobile is just as consistent as the desktop experience. Include CTAs in the same bright color as on desktop, and use magnets at the bottom of the screen so that the customer can call or click at any time without having to search.
The average conversion rate for a top-performing website is 1.5 to 2 percent. If you are not seeing these numbers, discuss the checklist below with your marketing director or leadership. These changes in design and process can be addressed and put into effect quickly.
Remember, if you’re not seeing the online lead conversions you want, it may not be a matter of lead volume. With these CTA tips, focus on converting more of the customers already visiting your website.
✓ Make your CTA stand out on the page using color and design.
✓ All website registrations should automatically funnel into your CRM.
✓ All online lead follow-up should be handled by an Online Sales Specialist (not an on-site salesperson).
✓ Sprinkle 4-5 CTAs throughout the webpage. Make it easy to submit information.
✓ Include a headshot of the New Home Specialist.
✓ Use pop-ups, or magnets, that follow the customer as they scroll and browse.
✓ Limit required information on forms.
✓ Leverage video – keep it short and simple.
✓ Don’t forget the mobile experience.
This post was originally published November 12, 2007. It has been updated to reflect current best practices.
The post What Are Your Calls to Action? [VIDEO] appeared first on Online Sales and Marketing for Home Builders - DYC.
