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Confusing Navigation and No Calls-to-actions

About the Blog Series:

The blog post series, 5 Critical Mistakes Businesses Make On Their Website, a mini-series where the Driven Digital staff leverages empirical data to explain the major pitfalls of website success for companies.

#3 : No Clear Call-To-Actions (CTAs)

A call-to-action is a critical component of effective web copy. This piece of copy, often known as a CTA, is the directive that calls a customer to make a purchase. It should tell your customer how and where to make a purchase, whether he or she needs to fill out an online form to request a quote or should contact a company sales representative directly to make a purchase. Why are CTAs so important? Put simply, CTAs drive sales and boost your bottom line. Clear, compelling, and prominently displayed CTAs improve customer experience, streamline the purchasing process, and convert more leads.

First and foremost, CTAs allow your customers to make a purchasing decision without having to call your business. This not only streamlines the purchasing process for your customers, resulting in increased sales, it also reduces your company’s overhead on wages. In any business, there are inevitably “tire kickers,” those who request a price quote without any real intent to buy. If these tire kickers can only contact your business by phone, they are likely tying up your phone lines and driving your labor costs through the roof. After all, it takes a lot of people working a lot of hours to field all of those calls. However, if you direct those interested in a quote to an online price request form instead, you will free up those phone lines and reduce overhead.

Web-based CTAs will also dramatically improve your lead generation strategy by facilitating lead generation even when your company is closed. Let’s face it: It simply isn’t feasible to have someone staffing the phone 24/7. If your company is only available via phone, as opposed to through webbased means of communication, you are likely losing leads. Evenings and weekends are actually the most trafficked times for online purchases, so web-based CTAs allow you to fully leverage this traffic.

How can you create compelling CTAs on your website? Be sure to keep the following tips in mind.


Write each and every CTA with a goal in mind. Do you want the customer to fill out an online price request form? Do you want him or her to call a phone number to connect with a local dealer? Do you want him or her to connect with a regional sales representative from your company? Whatever the goal is, make sure the CTA prompts the consumer to an action in accordance with that goal.


Ok, so now that you have a clear goal in mind, visit your company website, and make sure your CTA is displayed clearly and prominently and that the user can easily complete the target action. So, if you want the customer to fill out an online price request form, make sure that when the customer clicks on the CTA, he or she is taken directly to that price request form. The easier and less time this takes the customer, the higher your conversion rates will be. That translates into more sales and an improved bottom line. Ideally, you should have five different people visit your website to ascertain how easy or difficult it is to complete the target action. You should select these people from your re-sellers and sales team, as well as previous end users of your products and services.


There is no such thing as a “perfect” CTA. You should constantly be working to refine and improve your CTA based on existing data and feedback, such as Google Analytics. For example, you will want to take a look at Google Analytics’ monthly reports to evaluate what percentage of site visitors took the CTA path you wanted them to take.

In conclusion, it always pays off to invest time and resources into crafting high-quality, compelling CTAs that motivate your customers to action. Effective CTAs will dramatically boost conversion rates, increase sales, and grow your business.

About Driven Digital:

Driven Digital is a Pryor, Oklahoma based marketing agency that builds websites for manufacturers, industrial service providers and growing companies. We develop competitive advantages and earn manufacturers, more sales and more marketshare.  If you are a manufacturer who is in the market for a new website or would like to know how we can make your website reflect the quality and success of your business, visit our website to get a quote or email us at to learn more!  Also, check us out on Facebook, Google+ and LinkedIn!

Driven Digital is staffed with real people, at a real office in downtown Pryor, Oklahoma. View our office on Google Maps.