Do you want your website visitors to take some kind of action? You may want to provide one clear call to action, a path. Think of even providing multiple action choices depending upon your clients’ needs.
- Create a clear choice path. For example if you work with retail and wholesale customers, create a separate experience for them early in the website… even from the home page. The decision to complete a sale will be less confusing if the entire experience has been handled with clarity.
- Offer an online communication option. I’ve had small businesses who don’t have email or don’t want to get more email. This is the kiss of death to the online experience for most web visitors… they’re online and yet the website doesn’t allow them to communicate online?! Online communication can be done with email, instant messaging, there are even services that convert emails to faxes. Do whatever you need to do, but keep the on-line communication open!
- What if your answer is “NO”? Do you really want to be called or hear from web visitors? Maybe your optimal answer to this is that you’d prefer to make a sale or schedule a client appointment without a conversation.
- I want fewer phone calls. Maybe you’d like people to call you but to call you less. You or your employee who answers the phone could apply telephone time to other tasks if you were answering fewer every-day queries. How do you achieve this? Perhaps it’s creating or redoing a FAQs page, making the link to FAQs more prominent in the visitor’s experience. Do your customers need an area to login and review information online that they currently call or email to obtain?
