We’ve been discussing for weeks a variety of ways in which it is possible to improve your sites Search Engine Optimisation, or SEO. The idea is that the alterations you make to your site will help it to, not only demand the attention of search engines for specific search terms, but also rank highly within the search results in order the receive the greatest number of user visits possible.
But the question is what would you like these users to do once they find you?
Without a clear and apparent call to action, your many SEO endeavours are not incredibly useful. This is why it is important to design your pages to ensure that the call to action is direct and clear to the user.
A call to action is a request or direction to ‘do something’. You have the users, that you sought after, hitting your site; now what do you want them to do?
Let’s say you’re a company who sell bikes, and bike accessories. You’ve carried out a great SEO strategy to rank well for the word ‘bike’ and you’re enjoying an increase in visitor numbers. The problem is, once users land on the page, they find a nice picture of a bike, but the only request or instruction to purchase a bike, is hidden in unremarkable text, and worst of all it’s hidden beneath the fold. This isn’t good enough, and you’re likely to have a smaller percentage of conversions than you should.
SEO is useless if you have a weak or non-existent call to action. Once those relevant ‘bike’ fans hit the page, make sure that it is loud and clear where they are supposed to follow links and what they’re supposed to do. In other words, make sure you spell it out for the user and make it as easy as possible for them to buy a bike.
If you can manage this successfully you can ensure that your SEO efforts are not in vain.