subject: Every Web Page Must Have This [print this page] There is something that every web page MUST have, and yet most are missing. Every page on your website is, or should be, a SELLING page.
I dont mean that you should suddenly look at your site and turn it into an e-commerce site of course; however we are all in business to sell something whether it be a service or a product, information etc; but what I do mean is that every single page on your website should guide your visitor closer to a sale.
Every page on your website must have a purpose towards that end, and fundamentally that purpose must be to move the visitor closer to a sale even if its not directly concerned with making the sale itself. In other words, move the visitor down through your sales funnel, either directly or by asking them to sign up as a member or to download free stuff or watch a demo video.
Whenever you design a web page (yourself, or with your web designer) you should always have at the back of your mind, what do I want the reader to DO next, and every page must have your desired action in it somewhere.
In Web Marketing, this is termed the Call To Action, and can be at it most effective if it is a clickable button. Some great examples are ,
Try it for free
Book Tickets Now
Download a sample
Browse our Portfolio
Buy Now
See in Action
Join Up for Free
Learn More
Get Started Now
Own it Now
Buy It
Add to cart
Take a tour
Youll notice that some of the above use urgent language; Now, Buy, Own, Join etc.
These words encourage your visitors to take action. You can go even further by creating a sense of urgency by using the Call to Action alongside phrases such as Limited Offer Offer Expires Oct 11th Order now for free gift Early Bird Discount
The call to action does not have to be the same on each page, it depends on that pages purpose, and each page could serve to lead your visitor to the ultimate desired action.
Dont leave a page without a call to action. Thats called a Dead End and your visitor may well leave.
So, whether you are an affiliate site, an e-commerce site, selling products or services, a membership sign up site, offering information, or whatever you are, go through your website now and look at every page and ask the question What is the purpose of this page?.
If its not immediately clear and if the visitor is not immediately called to take that action, change the page or change the copy immediately.
