Most websites we're called in to redesign suffer from two main problems. They aren't speaking to their target audiences and they don't have the right Call-to-Actions.

Target Audiences

Mistake number one — referring to your target audience in singular form. Multiple target audiences require multiple messages. Can you do that on a single home page? Of course you can. That's where the design comes in.

Example #1: A startup company is trying to sell their product or service, but also wants to look attractive to investors. If you showcase your product or service in a way that's easy to understand, and the site looks high-end and professional, then you can accomplish both.

Different target audiences think differently. Different areas of a home page can communicate differently. In fact, they can actually be very visible to one audience and be practically invisible to others.

Example #2: A college website targets (among others) incoming students, parents of incoming students, guidance counselors, current students, and alumni. Incoming students may be focused on campus life and programs of study. Parents may be focused on facilities, safety, and financial aid. Guidance counselors (who help recommend colleges to students) would probably be focused on all of the above. Current students may focus on events and social sharing aspects of the site. And alumni want to see their Alma Matter growing both physically, as well as read about successes of other Alumni.

A successful website design will prioritize the audiences, and then the messaging. Most, if not all of the elements mentioned above can be included on a college's website in an organized way. Prospective students will look at the photos and people first wheras Alumni might go to the news block first. These areas can be side-by without detracting focus from each other.

CTA's

The Call-to-Action is a message directing the user to do something. Some sites have none. Others have a simple "Call us today". A more targeted message will lead to more conversions. Rather than "Call us today", how about "Contact us today for a free 30-minute consultation". Consider changing the copy on submit buttons under forms from "Submit" to "Sign me up for my free trial." If you are speaking to different audiences, then pay attention to the different CTA's as well.

Spend a little time up front thinking about what your target audience needs. Answer your audience's questions before they think to ask them, and conversion rates will go up. How does your site measure up?

Labels: boston website design, CTA, Web design

Force yourself to design each and every page with one and only one primary objective.
- Seth Godin

That’s right! At a quick glance, your website visitors should know what you are selling (or service you’re providing) and take action. A call to action (CTA) is a simple and clear step to tell your web guests what they can expect and what you want them to do.

Done right, CTA’s work 24/7 and deliver leads. Every visit to your website could be a lead. Without well positioned, consistent, specific and engaging CTAs, your website could be turning away business.

Does your website have at least one call to action? If so, look to see if these points are addressed:

Why Now

Have a compelling and maybe even time sensitive reason for visitors to do more then just look at your site. Have them take action (try, buy, sign up, download, etc).

Position

Create a ‘clear and visible’ CTA. Make sure it’s not hidden behind other information that perhaps only you or your internal staff find important (a common mistake).

Consistency

Place your CTA on every page. If visitors are not convinced on the first page and are looking for more educational content, flow them to next page but keep a CTA available on all pages. This way, visitors can click when something does tickle them pink.

Color

Use consistent color on the CTA’s so that visitors identify and recognize the CTA like a stop sign on every page.

Be Specific

Tailor your CTA’s to your audience's interest. Always consider your target audience’s interests, buzz words and pain points.

Get Engaged

Use wordage that is very engaging. Action words like Try, Hear, Join, Start are short, to the point and inviting. Phrases like Click here to learn more or Contact us for more information seem long winded and very yesterday.

Examples of CTA’s that tickle me and surely stimulate business:

Strong and powerful. The white lettering and slight bevel with a shadow pops out from the rest of page.

3D-look gives the viewer the impression that they should be depressed.

Straight forward and simple black and white. Then suddenly a vibrant green attention grabber.

The sign up stands out as a result of nice breathing space and unique illustration. A fun approach.

A ‘web 2.0 badge’ in the very center of the page that surely says click now. My favorite.

Want another opinion about your CTA? Ping manager@metropoliscreative.com.

PS. So what’s the most or least compelling CTA you've seen? Do share.

Labels: bad branding, boston web design, call to action, CTA