One of our interns mentioned in her latest post that she learned just how much value customers place on how your business’ website looks. I think it’s safe to say, too, that for how some business websites look, if they operated their store in the same fashion, they would be out of business. At the same time, the old adage “looks aren’t everything,” does have some merit. It takes more than just a nice looking website to generate leads, it takes personality, too.

Give your website personality

I am not talking about kooky or fun-loving language and graphics just for the sake of standing out. What I’m talking about are two very important things:

• Interesting, well-written copy
• A clear call to action

Well-written copy not only strengthens your marketing message and your companies brand, but it will also help drive people to your call to action – the real money making portion of your website.

Your call to action is where you make your money. It’s the link or button that sells your book, makes your phone ring, or gives you potential client’s e-mail. This frequently looks like a customer clicking a button like “Request A Quote”, “Donate Now”, or “See the case study”. These calls to action give your visitors a clear path of where you want them to go and what you want them to have as a takeaway.

Learning by example

A great example of a website that both has the looks and a great call to action is Audio Visual Services. The website looks great and fits the industry, the copy strengthens both AVS’ brand and pushes people toward the ultimate call to action – “Request A Quote”. As a result, the first page everyone visits after entering the site is the request a quote page. That’s a website that both looks good and will make money.

Not sure how to create a clear call to action on your site, or are unsure of what your call to action should even be? Leave a comment and we will be in touch!