Have Direct and Transitional Call-To-Action (CTA)

There are 2 types of people who will land on your website:

  1. Curious people, who have seen the site address somewhere
  2. People who are looking for this kind of service, and who have probably found you through an internet search

Only the second kind can easily become a client.

But these “People who are looking for this kind of service” are also divided into two groups: the people who need help right now and the people who don’t know yet if you are the company that will help them.

Even if it’s easy to catch the visitors who need help right now by creating a Direct Call-To-Action, for example, a Call Now button, the placement of this button is important.

Use the Z pattern

Many studies have been done on the way people view a web page and the vast majority of people use the Z pattern. This makes perfect sense since we mostly read from left to right, and top to bottom.

When you get to your homepage (and before you scroll down), you have to utilize the advantage of the path the eyes will follow:

This way, all the key elements will be seen in a blink and the visitors will understand your website in less than 10 seconds:

So as you see, the Direct Call-To-Action should be on the menu or at least beside the elevator pitch.

But before doing anything, ask yourself what your goal is. If your goal is to have clients calling you, booking an appointment, downloading a coupon, etc., this should be your unique Direct Call-To-Action. Too many CTA’s will confuse the visitor.

But some clients aren’t ready to buy… yet!

For those who are still hesitant, you will need the second kind of Call-To-Action: The Transitional CTA. The goal of this CTA is to prove to them that you are the right person, which is why it must be useful for the visitor.

It can be a Free PDF (checklist, self-evaluation, etc.), a blog article, a video, etc.

This Transitional Call needs to be seen as FREE so people feel like it’s a gift, and it must be useful, so it positions you as an expert in solving a precise problem.