You are making a deadly mistake if your website’s call to action stinks.

Most business owners just forget this vital piece completely, so if you even have a call to action on your website, you’re a step ahead of the competition.

But what exactly is a call to action?

Simple: A call to action is a statement somewhere on your website telling the visitor what to do.

First you’re going to need to decide exactly what action you want a visitor to take. Do you want them to purchase from you right then, or should they contact you for a quote?

Put this on your website somewhere.

Here are some examples for getting visitors to fill out a quote form:

• “Just fill out your information below to receive a comprehensive, no-strings-attached, completely free quote from one of our representatives.”

• “Fill out the form to receive a free quote from our sales team. Your request will be processed within 24 hours and you will receive a call between the hours you specified in the form.”

• “Purchase these widgets today and receive a free gift (or savings).”

Tell your visitor exactly what you want them to do. The more detail, the better.

Bonus tip: Focus on the benefits your visitor will have if they purchase your product or service.

What will change in the way they live their life? Will their coffee be better in the morning? Will they save more money on taxes? How will their life be better because you showed up?

As websites become one of the most important sales tools a business owner can possess it is imperative that one looks at this No. 1 mistake and identify if there is a need to improve the “action” mode.

• Christine Marek, MBA, is co-owner of Bushido Marketing in Ahwatukee Foothills. Reach her at (480) 456-4700 or visit


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