It’s never a good idea to put all your eggs in one basket, yet that is what you’re doing if your business website has just one point-of-action. If the site user isn’t ready to pull the trigger and all you offer him is a BUY button, you’ve lost a potential future sale.
Including multiple points-of-action on your website that meet the needs of consumers at different stages of the purchasing process increases opportunities to engage site visitors. Once engaged, you can begin cultivating a relationship with visitors that will hopefully lead to future sales.
Cultivate Future Sales
Cultivating future customers is a valuable marketing goal that can be easily addressed by including supplemental points-of-action on your website, such as:
- Sign up for our newsletter.
- Get a free quote.
- Contact us for more information.
- Sign up for a free inspection.
- Like us on Facebook.
- Download our free guide or white paper
Location, Location, Location
Your homepage is the logical location for points-of-action, but don’t neglect interior website pages. Your goal should be to create a POA for every webpage that directs visitors to important information on your website.
When you use multiple points-of-action, it is important to differentiate between them. This can be done by varying the position, typeface, size, color, graphics, spacing or visual weight of each POA to make it appear distinct. Including assurances that address common consumer concerns about safety and sharing information gives site visitors confidence to take the desired action. (Check out Bryan Eisenberg’s tips on POA assurances on ClickZ.)
Communicating effectively with customers is the key to driving sales. Contact us to find out how we can help.
