How to Drive Traffic to Your Website – Part 4 of 4
In Part 1 of this series, I told you how to get your website found by search engines, thereby increasing your chances of being found by your target market. In Part 2, I told you how to keep people on your website and have them return once you’ve gotten their attention. In Part 3 we discussed how to use content to drive people to your website and to receive high rankings in search engines. In this, the final piece of this series, we will discuss what you need to have on your website to get people to take whatever action you want them to take.
You want one of two (or both for that matter) things to happen when people, your ideal customer, visit your website. You want them to give you their contact information so you can establish a relationship with them and contact them on a regular basis. You also want them to buy your product or service.
The way that you get people to do both or either is by issuing a Call to Action. A Call to Action is issued to get a person to take the next step. Question is do you know what the next step is yourself? If not, stop reading this right now and decide what you want your target market to do when they land on your website for the first time.
Call to Action
• Needs to be within clear, unobstructed sight on a page and should be above the fold on the page. ‘Above the fold’ means the top half of the page a person can see without scrolling down. This is prime real estate on a web page. • Must provide valuable information, especially if you are expecting people to part with their contact information. The way you decide what valuable information to offer is to ask yourself one or all of the following three questions: 1. “What problem or what pain does my product or service solve or relieve for my target market?” 2. “How does my product or service help my target market make money?” 3. “How does my product or service help my target market attain or maintain a certain lifestyle?” Why these three questions? Because these are the three main reasons people are on your website looking for what you are selling or offering. Plain and simple.
Here are additional tips regarding your Call to Action:
• Use a colorful graphic (button, arrow, etc.) that is clickable and inviting.
• Make the Call to Action stand out with boldness and color but make sure it’s professional, classy and appealing.
Where to Put the Call to Action
• As previously stated, the best place to place the call to action is above the fold and in addition to that, I suggest you place it to the right or middle of the page. Of course, you will want to experiment with placement (left, right or middle). The reason I suggest the right or middle of an area is because this is where Calls to Action are placed on most pages and therefore, what people are used to. I have seen Calls to Action on the left-hand side and beneath the fold but I have only noticed these Calls to Action after I’ve spent some time on the page reading the content. You usually only have a few seconds to capture people’s attention.
• Make sure that your most attractive offer (a free paper, video, audio, etc.) that is packed with quality information is on your home page. These will be the Calls to Action like: “Get Your Free Report,” “Download Your Free Audio,” or “Try Free for 30 Days.”
• Once you get people to remain on your site and click through to pages deeper in your website, you can then place Calls to Action that will cost people money. For example, “On Sale,” “Buy Now,” or “Schedule Your Appointment Now.” • Once people give you their contact information and you send them to a page containing whatever it is you’ve promised them, place an additional Call to Action on the thank you or download page. This ushers them to the next level – getting them closer to purchasing something from you.
How to Get Them to a Landing Page
A landing page forces your prospect to focus on one particular offer. So how do you get them to the landing page? There are several ways; below are a few:
• Write an article which ties into the specific product or service you are pushing and in your author’s bio or resource area, include a link directly to the landing page; not your home page or blog but the specific landing page.
• Create and distribute a press release about your spiffy new product or service and include a link strategically in a paragraph. Some free press release services won’t allow a live link unless you upgrade to a paid press release. The way around this is to include your link like this: carminwharton dot com. Just make sure the link is specifically to the landing page.
• Write a guest entry on someone else’s blog on which the focus is what you sell or something that complements what you sell. Many blog programs allow people who comment to insert their website address. Make sure yours is to the landing page (this is my third time saying this so it’s important).
Landing Page Specifics
• Do not use your homepage as a landing page.
• Do not place navigation on your landing page; people shouldn’t be able to click anywhere and go to another page. When they click on “Submit,” you should be collecting their information and the next page they see should give them instructions on how to retrieve their free gift or whatever they paid for.
• Make it clear, inviting and easy to read.