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The CTAs (call to action) are all the elements that will push the users of your site to perform the action that you encourage them to perform.
The first point is to determine the purpose when someone visits your website. This may be to make an appointment with the site user, to encourage him to fill out a contact form to obtain information such as an email address or telephone number, to offer him content to download in exchange for information,...
Once these objectives have been defined, there are several concrete methods to put in place to call for commitment:
The traditional ones
The two inevitable techniques of websites, important but often insufficient in terms of conversion:
- The contact tab in the navigation bar : I found the information I like on your site or I already know you and want to make an appointment directly. First instinct, I click on contact. This is an important and often sloppy page. Optimize the page! A simple phone number is not a contact page, and neither is a simple contact form.
- Phone number and email address : Or the yellow page technique. It is always useful to make them visible but you have to get to the end of things. It is essential to make both pieces of information interactive! Few people will take the time to enter your number manually and even less your email... Make both information clickable and automate to refer directly to the sending of an email or a phone call.
The buttons
“Contact - Quote - Subscribe”
That is not enough! Be clear in your button titles to direct as many people as possible to this button. Use an action verb + The objective to be reached (+ tense if useful)
If the goal is to make an appointment, don't limit yourself to “Contact.”
Choose a title clear and motivating : “Make an appointment” “Quote” ❌ ==> “Get a quote in 24 hours” ✅
Be specific! You can apply this technique to all of your buttons. A few random examples:
“Contact” ❌ ==> “To be assisted” - “To file a complaint” - “To file a complaint” - “To file a complaint” ✅
“Appointment” ❌ ==> “Defend myself from an accusation” - “GAV emergency” ✅
“Cabinet” ❌ ==> “Discover the firm” - “Discover our experts” ✅
1 or 2 more words per button to multiply your click rates and therefore your potential customers.
Contact forms
Exactly the same logic as for your buttons. There are still far too many contact forms called “contact forms” on the sites of legal and accounting professionals.
It will take you 1 min but rename them!
“Do you have a question? Fill out this form "- “Request a free appointment”
And you can go even further by creating forms dedicated only to a need ! It takes a bit longer but optimizes your chances of conversion.
Other innovative techniques
There are other techniques to encourage users to make an appointment:
- The pop-ups ! Don't think that because they annoy you, they're not effective. Otherwise they would have all disappeared by now. That's good we've written an entire article dedicated solely to pop-ups and how to set them up on your site. You will be very surprised at the conversion rate: Over here to read it!
- Diaries directly integrated into the site. You may already be using tools like Calendly or the little French Lemcal. Know that you can integrate them directly into your site, a very effective way to reduce friction and get appointments. Luckily 2 more articles that explain how it works: Integrate Calendly on my site / And if you are more of a Lemcall team!
