Far too many websites never ask their visitors to buy their product or schedule an appointment for service. Scenario 77 works with each customer’s website to ensure that on every page your customer is never confused about what you want them to do next.

Primary Call to Action
On your website should be placed a primary “Call to Action” in a prominent position and repeatedly throughout your website. A primary “Call to Action” is the one thing you want your potential customer to do after making a decision to buy your product or service.

These “Calls to Action” can take many forms depending on if you are selling a product or service. Some classic calls to action are “Buy Now”, “Call to Schedule an Appointment” and “Get a Quote.” Your “Call to Action” does not need to be complicated or clever.

Secondary Calls to Action
Sometimes your potential customers are not ready to purchase your product or service without doing more research. They may need to find out more about your company, your products or whether your product or service will truly fix their need.

Scenario 77 suggests that you create what is known as a secondary “Call to Action.” If your customer is ready to pull the trigger on your service then we suggest you create a guide or some other valuable resource that you can give away to customer. This will help establish trust and demonstrate that you have the knowledge that can help them.

Build your email list
Scenario 77 recommends that you pair your secondary “Call to Action” with an email sign up. So the price, if you will, for the free “5 Steps to…” guide is that they need to give you their email address.

This email address should be added an email campaign that provides your customer with a regular update including valuable resources. These campaigns should never just be a blatant sales attempt. We’ve all received these kinds of emails and they never create the impression of your organization that you want.

Is your website clear about what your customer should do in order to purchase your product or service? Do you provide a way for customers to “try before they buy” with a secondary call to action?

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