I’ve said it before, but your website is one of the greatest assets you have in your business. It’s the home where people can learn more about you, and it’s usually the key place where people can inquire about your services or buy your products.
But what if you’re struggling to get people to take action once they’ve landed on your site? Maybe they’re reading one page and leaving or reading multiple pages yet not taking the action you’d hoped.
In this post, I’m going to share 5 things that you can consider and do for your website to get more people taking action on your site.
Consider the main goal of your website
Before getting concerned about whether or not your website is performing the way it should for your business, it’s important to take a step back and know what the main actions are that you want your people to take while they’re on your site.
Considering the main goal of your website forces you to focus your calls to action so you’re not distracting your own audience with all the things.
When trying to decide the main goal of your website, it’s likely going to be pretty obvious. If you’re not sure, think about the goals for your business:
- Do you want to grow your email list?
- Are you trying to grow a specific social media platform or community?
- Would you like to get more people booking consult or discovery calls with you?
- Maybe you’re simply trying to generate more sales of your products?
Once you’ve figured out the main goal of your website, that will help you nail down the main action that you want people to take on the site as a whole.
Think about the user experience
But what about a page by page basis? What if you’re getting a lot of people taking action on your blog posts but not your services page? This is where you really want to think about the user experience.
If you’re trying to make your entire site more strategic or simply need to audit a few pages on your site, I recommend starting with one page at a time. What is the viewer looking at? What’s natural for them to do on this page or after reading this page?
This is important to think about because you may be trying to get someone to take an action that’s not the natural next step with your brand. You’re not necessarily going to get a first time viewer to inquire with you unless it’s a special circumstance.
Instead, think about the specific page that the viewer is looking at and what the next step is to keep them engaged with your content or products.
Take the about page for example. What action should someone take after reading that page on your website? It’s more natural to ask for a follow on social media or to opt in for your email list than it is to send them to a services sales page.
When you’re looking at individual pages on your website, make sure that you try to pick just one make action that you want the viewer to take.
Having one make action will make your call to action more effective, always. This is why landing and sales pages typically don’t have extra links at the top of the page. They want you to do one thing: opt in or make a purchase.
Use buttons to encourage clicks
So let’s switch gears a bit and start thinking more about design when it comes to getting people to take action on your website. The first thing that you should be doing is making sure that you’re using buttons, specifically buttons that stand out among everything around them, to encourage clicks.
Obviously on a services page the main action you want someone to take is to click a link to inquire or click to pay you right away. How can you take that simple link and turn it into something that really stands out, catches the viewer’s eye, and increases the likelihood of conversion?
The easiest thing to do is take a plain, simple link for your call to action and turn it into a button. This is super easy to do, even on WordPress now, so there are no excuses.
When you’re creating your call to action buttons, also make sure you’re making the color of them something that won’t blend in to the content around it. If you have a lot of black text, for example, and then your link, you want to make your button a different color.
Design tip: When creating your buttons always make sure that there’s a high contrast between the background color and the actual text on the button. A red button with pink text may stand out, but it would also be hard to read and someone could skip right over it because of that.
Below is a really great example of utilizing buttons for a call to action on Andrea’s services page at The Creative Spring.
Her brand colors feature these beautiful teals, blues, and yellow. Now, she totally could have made her buttons blue or teal, and yes, they would have stood out a little. But by making them yellow they really pop on the page, and make it super easy for anyone who may be looking to work with her to find the link that will help them take that next step.
Use imagery to help special sections stand out
Another great option to make your content stand out on your website is to make sure you’re including visuals throughout the page. We are visual people. The internet is so incredibly visual. If you want people to be interested enough to keep looking at your website, then you need to keep them visually interested.
This doesn’t have to be complicated, and again, it’s also so incredibly easy to add images to your website or style graphic sections using templates that there is really no excuse to not be utilizing visuals on your pages.
Here’s a great example of using imagery on an about page to make content stand out from Kara’s site at Living Apothecary.
Kara sells physical products so she’s anticipating that there are two main things someone is going to want to know about first when they head to the about page on her site: what it is and where they can find her products (aka her shop page).
She’s using visuals and breaking these two main calls to action into two sections with the design of her about page, but also with visuals. What a great way to visually walk someone through the pages on your site.
Leave room for white space
Last but not least, you absolutely must leave room for white space throughout your site, but definitely around any calls to action.
I love surfing the web (now there’s an old saying, ha!), so that means that I’ve seen a lot of websites. Some really amazing, and some… not so great. One thing that’s almost always the common factor on sites that aren’t great looking is that there’s not enough room for the content and calls to action to breath.
While it may seem like the best thing to do when trying to convert someone to a client or customer would be to give them as much information as possible as quickly as possible, that never looks good.
Space things out on your pages. Give your content and your calls to action plenty of padding so everything stands out instead of blends in.
One of my college professors had a great trick that she taught, and it’s really simple: squint your eyes. How does your content, your calls to action, your website look if you squint while looking at it on your computer?
Of course it’s going to look a little funny at first, but are all of your lines of text coming together to form a black blob? Does your call to action button get lost?
If so, how can you space things out a bit more? Maybe you need to add some spacers or some padding. Maybe you increase the line height of your text a bit.
How do you feel about getting your audience to take action on your website now?
I know some of these things, especially the design ideas, are going to be a little foreign and new at first. I bet once you start putting them into place, though, you’ll absolutely see an increase in getting people to take action on your website.